Bord na Móna - Source Issue 8 - (Page 18)
Cool running
IT’S nOT ALL WORk FOR DIgITAL MARkETIng MAnAgER gRAInnE MAgUIRE. A nEWFOUnD PASSIOn FOR RUnnIng HAS SEEn HER HELP TO RAISE €10,000 FOR cHARITY
What is your role in Bord na Móna?
Q Q
I’m the digital marketing manager. Essentially, that’s about defining our internet strategy, implementing and managing that.
messages at them. They’re creating engagement and brands are responding to that. We’ve taken that into account.
Why is the Internet so important to Bord na Móna?
Q
What is Bord na Móna doing online?
We need to be online because that’s where our customers and consumers are. More time is being spent by Irish consumers online these days, typically as much time every day as watching TV. There are 1.9 million Facebook users in Ireland and Twitter has picked up in popularity of late. It’s a rapidly growing channel. The way people use the internet has changed; it’s no longer about simply providing them with information and pushing brand
We started by defining our online strategy – to build awareness and trust and to drive usage through online channels. The first step was to re-build our presence online. The company had a number of websites but they were all developed separately. In the last 18 months, we built 10 websites across the business units, including Resource Recovery, Horticulture, Fuels, Anua, as well as Lough Boora Parklands, and Heartland. On our AES site, for instance, customers can pay online. In time customers will be able to
manage their account online and, ultimately, new customers can sign up online. Our Anua site allows its core audience in Ireland – architects and engineers – to create site reports whilst users in Ireland and the US have access to an online spares and accessories catalogue. The Horticulture site has a popular ‘Ask the Experts’ section, answered by our in-house gardening expert; also, retailers can order online. Suttons Oil customers can order their home heating oil online.
We have a growing presence on Facebook, Twitter, YouTube and Flickr. Our Heartland Facebook page is for people who have an interest in our history and heritage. We’re exploring ways Human Resources can make
Q
What about social media?
18 | 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
Business Round-up
King of the Bogs
New Divisions
Going Digital
Water, Water Everywhere
Focused Growth
Change is Afoot
Cool Running
Project Update
Heritage Corner
Nationwide
Bord na Móna - Source Issue 8
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