1. Paula Donoghue 16 September 2010 Social media @BordBia

2. Today I will discuss About Bord Bia Why we use social media How it began What we did next Building the reputation of Irish pork Our learnings Growing the success of Irish food & horticulture

3. About Bord Bia Established in 1994 90 staff in Bord Bia Dublin and 9 overseas offices Mission is to grow the success of Irish food and horticulture Largest indigenous industry with 150,000 employed Work with 1,000 Irish companies to drive their sales 20 global trade fairs, sector and 1-2-1 projects and consumer promotions

4. Bord Bia on Social Media

5. Why should Bord Bia use social media? Consumers Building relationships Fast, effective and now Low cost medium

6. How it all began

7. What we did in social media Staff training Crisis Management Plan updated Social media policy developed Opened Facebook & Twitter accounts Trialled with Sponsored Irish Food & Drink category in the Blog

8. Internationally on social media France – strong blogging community UK - facebook and twitter Working with

9. Bord Bia – a journey in social media Pork recall

10. Pork Recall Weekend in early December 2008 Crisis management plan activated PR, advertising & focus groups Advantages of social media engagement obvious Monitoring was crucial Reopening of markets and reassurance of customers

13. 32 foodies – created #Irishfoodies thread & 29 blog posts

14. Google ad word campaign

16. More general learnings (in social media) Always learning! Not a PR vehicle Open yourself up for criticism Time intensive Integral part marketing comms

17. Get in touch via: twitter.com/bordbia Facebook.com/bordbia Thank You