Bord na Móna - Source Issue 8 - (Page 12)
IrIsh people spend as much tIme onlIne as they do watchIng tV, so Bord na mÓna has emBraced the Internet and socIal medIa
nternet use in Ireland has increased significantly, with Facebook alone hosting 1.94m Irish accounts, and growing numbers of people now accessing the Internet through their mobile phones.
Source: redc de-coding digital trends in Ireland 2011, online survey of 500 adults aged 18+
In simple terms, the Internet offers significant opportunities for Bord na móna to engage with its key audiences. Brochure websites are becoming a thing of the past, with engagement now being driven by customers and consumers. to engage with its customers online, the company developed a digital strategy to focus its online interaction. historically, Bord na móna’s internet presence was disjointed and re-active, without exploiting the Internet’s full potential. now, the strategy is to establish trust in our brand online, increase awareness among target audiences, and drive usage to support business goals. the new strategy included restructuring Bord na móna’s online presence by developing quality and
depth of content, adopting web 2.0 technologies where appropriate, developing a marketing plan for redeveloped online channels, and integrating digital into marketing planning for Bord na móna’s business units. over the past 18 months, we have created a suite of websites, including our new corporate website, which was launched in July 2011. as well as providing corporate information, www. bordnamona.ie acts as an online doorway into the organisation. we have worked with the businesses across the company to develop category websites for each of Bord na móna’s business units including resource recovery, Fuels (including suttons oil), horticulture, our environmental businesses under the new brand anua in Ireland, the uK and the usa. we have also developed interactive websites for heartland - Bord na móna’s history and heritage, and for lough Boora parklands. we have also developed our presence on Facebook, twitter, youtube, Flickr and other social media networks. the us anua website also features an engaging blog. we are exploring
opportunities for professional networking and recruitment on linkedIn and have also been integrating social media into our marketing planning. Keep an eye out for this winter’s Fuels campaign where we will have a presence on twitter and Facebook, linking them to offline promotional activity. For the future, we will continue to develop and grow our online presence. there will be further website and micro-site development. ongoing development work will be required to our portfolio of websites to ensure they are kept up to date and constantly evolving to meet customer and consumer needs. a key focus area is online content. what are people searching for? will Bord na móna be found? what information, expertise and value can we deliver to our audiences online? how do we market and spread our content across the Internet? we will also be expanding our social media presence and ensuring that we work with business units on integrated marketing plans that include the use of both digital and traditional media. we will seek out and develop online transaction and sales opportunities (ecommerce) for our businesses. already, online payment is available on www.aesirl.ie, homeowners can order home heating oil on our suttons website, retailers can place online orders for horticulture products, and customers can order spares and accessories on our anua websites in Ireland and us.
Visit our websites: www.bordnamona.ie; www.aesirl.ie; www.suttonsoil.ie; www.bordnamonafuels.ie; www.bordnamona horticulture.ie; www.anuaenv.ie; www.anua.co.uk; www.anua-us.com; www.loughbooraparklands.com; www.heartland.ie
12 | Source Winter 2011
Table of Contents for the Digital Edition of Bord na Móna - Source Issue 8
Bord na Móna - Source Issue 8
Table of Contents
King of the Bogs
Water, Water Everywhere
Change is Afoot
Bord na Móna - Source Issue 8