Dorthe Schmidt – ECCO Communities are widely used when it comes to managing online consumer groups on social media platforms such as Facebook and Instagram. Join a talk about the use of communities, their strengths, and how companies can benefit from acting as a community in all parts of the organization.

1. WHY COMMUNITIES ARE
AWESOME
@dortheautzen #SavageMKTG

2. ABOUT ME
+ Dorthe Schmidt
+ MSc. Marketing
+ Community Manager @ECCOSHOES

3. WHERE I COME FROM
+ ECCO founded in 1963 in Bredebro, Denmark
+ We are shoes- & leather goods makers by heart
+ Make leather at our own tanneries and produce shoes
at our own factories

4. DEFINING A COMMUNITY

5. A COMMUNITY
…is a group of people who have something in common
such as interests, work, religion, identity or location.

6. WHAT’S UP WITH COMMUNITIES?
+ Identity
+ Sense of belonging
+ Foster strong relations between members

7. + Fellowship = sharing, participation & engagement
+ An ingredient, and output, of a healthy community is
trust
A STRONG COMMUNITY

8. FACEBOOK COMMUNITIES
AT ECCO

9. GLOBAL FACEBOOK PAGES AT ECCO

10. GLOBAL PAGE STRUCTURE
Australia, Austria, Bahrain, Bulgaria,
Canada, Croatia, Czech Republik,
Denmark, Egypt, Estonia, France,
Germany, Greece, Hong Kong, Hungary,
Iran, Iraq, Italy, Japan, Jordan, Kuwait,
Latvia, Lithuania, Netherlands, New
Zealand, Norway, Oman, Poland, Qatar,
Romania ,Russia, Saudi Arabia,
Singapore, Slovakia, Slovenia, South
Korea, Spain, Sweden, Switzerland,
Taiwan, Turkey, UAE, USA

11. ECCO WALKATHON

12. CONTENT TO A WALKING COMMUNITY
Walking & healthy livingThe organisationsThe events

13. WELL DONE-CHALLENGE

14. …AND THE RESULTS
+ High engagement from members on shared content: 5-7%
+ Organic reach is very high, approx. 50%
A strong community reinforces the effect of branded
content

15. A CONTENT PROJECT
- FINDING A NEW DENOMINATOR -

16. THE ROOKIE

17. TIPS & TRICKS VIDEOS
Tips and tricks for new players to consider when learning
how to play golf

18. OUR LEARNINGS
+ Attracting new fans to the page
+ Interest from GOLF media & GOLF for a
+ People engaging in the content
+ Created a new denominator to tie the community together
around this shared interest

19. COMPANIES AS
COMMUNITY HUBS

20. Organisations should benefit from acting as
communities, instead of just a place where
people work.

21. REMEMBER
First when people know you care about them – they
start listening to what you say

22. THANK YOU
@dortheautzen #SavageMKTG