- San Francisco, CA, US
Hi, I'm Heidi Anspaugh. I'm a Senior Community and Social Media Marketing Manager working in the San Francisco Bay Area. I also write about SF life, pop culture, and various socio-cultural oddities in my free time.
Heidi Anspaugh's Bio:
Heidi Anspaugh, Senior Online Community/Social Media Manager with over fifteen years of combined experience in the media, entertainment, video game, and eCommerce industries. I'm passionate about online communities with specialized interests, social networking, social/mobile gaming, virtual worlds, social commerce, and generally building products and platforms that engage users in a compelling way. For the past 4 years I've been working as either a full-time community manager in the gaming and eCommerce industries, or as a social media consultant in various industries, including digital advertising, mobile apps, nonprofits, and a major mobile phone company. I spent two years building Sony's PlayStation Home Community from the ground up, taking it from 10k members in closed beta to 12 million members by 2010, as the first US community manager and team leader. Most recent work includes building community programs and promotions for the engagement and recruitment of an online community of artists for ecommerce marketplace/portfolio site, Redbubble.com, and creating social media strategy and copywriting as a social media consultant for advertising/PR agency clients, working on Xbox, Levi's and a variety of other brands.
Heidi Anspaugh's Experience:
Social Media & Community Marketing Consultant at Self-EmployedJune 2010 - Present | San Francisco Bay Area
I provide social media strategy, implementation, and ongoing management for companies in diverse industries on a contract basis. Previous and current clients include Publicis Modem, LG Mobile, Common Sense Media, TasteJive.com, and Rewinery. Specialties include: -Directing, implementing, and monitoring social media strategy for core clients. -Serving as consumer advocate and voice of the brand on official Facebook, Twitter, YouTube and other channels. -Supporting core brand initiatives in order to provide consistency in the organization's social presence. -Working with cross-functional teams, executives, and agency partners or 3rd party clients to communicate, educate, and collaborate on social presence and vision. -Establishing social measurement KPIs, and tracking achievement via comprehensive set of success metrics. -Mapping the impact of social media activities in both a qualitative and quantitative fashion. -Identifying and engaging brand advocates and key influencers. Building blogger and media outreach initiatives outside of sales and marketing goals. -Events planning (both real life and virtual) designed to engage existing users and drive user acquisition as well as spread brand awareness.
Senior Community & Social Media Manager at Redbubble, Inc.August 2012 - August 2013 | Mountain View, CA
Directing community and social media marketing content and programs for a global community marketplace of artists. Responsible for overall community health and growth, including community engagement, metrics tracking, programming, and product development as it enhances community functionality. * Developing policies and procedures designed to manage community interaction, and leading and recruiting a team of community managers with these direct responsibilities. * Supporting Product Marketing team by planning and executing community events and promotions with on-brand co-sponsors, charities, art organizations, and related industry conferences such as Comic Con and SXSW. * Expanding outreach to recruit more artists as well as increase brand awareness. * Working with the social media team to advise on appropriate guidelines for Facebook and other platforms as needed/relevant. Using social media channels to promote community engagement and recruitment initiatives. * Working with Artist Recruitment Manager in order to broaden new member outreach (conferences, events, retail & special programs).
Community Manager at Breaktime StudiosJuly 2011 - November 2011 | San Francisco, CA
• Developed comprehensive marketing plans for mobile games, including launch, post-launch, and game upgrades/cross-promotional event plans and community roadmaps. • Worked with Product team to develop social layer within games, including community messaging, neighboring, sharing on social networking sites, and friend adds. • Planned and project managed complete company website overhaul. • Set up and managed support forum through GetSatisfaction and Zendesk, as well as help FAQs in order to troubleshoot customer issues with games and to communicate bugs to Product and Engineering teams for quick resolution. • Managed all social media channels, including creating individual Facebook pages for games, creating a YouTube channel, and providing content for official company Facebook/Twitter accounts. • Managed all marketing media assets, including submission to iTunes App Store, media/blogger review requests, and internal company website. • Solicited participants in focus group testing for games in beta, and managed feedback collection and organization.
Social Media Strategist/Copywriter at RewineryJuly 2011 - July 2012 | San Francisco, CA
Wrote copy for initial product ideation: a social recommendation engine for wine, on a freelance basis. This role then expanded to include social media campaigns geared around lead generation, brand awareness, and marketing promotions. Also planned live events with Yelp and The Bold Italic, and did blogger outreach with local food and wine bloggers in San Francisco. Increased overall monthly sales and media coverage without any advertising budget.
Home Community Manager at SCEA, PlayStation Network at Sony Computer Entertainment AmericaSeptember 2008 - August 2010 | Foster City, CA
-Developed overarching community plan for PlayStation Home and tactical marketing, promotions, and communication plans as the first ever US Community Manager. -Planned and managed yearly events calendar to include daily, weekly, and annual holiday events (including appointment gaming & community days) while managing team budget for fiscal year. -Developed global communications plan for 12+ consumer-facing social media messaging channels, including official blog, email newsletter, forums, Twitter/Facebook accounts as well as in-world and PSN communication tools. -Tracked data metrics in order to adjust content and community program strategies according to traffic and retention numbers and community sentiment. -Managed and hired a team of community specialists and volunteers. -Participated in developer meetings, both in and outside of Sony, to educate about community best practices and event/space launch plans, and to discuss requirements for spaces as well as new functionality to support future events and promotions. -Supported Product Marketing, Production, PR, and Business initiatives by coordinating and appropriately messaging advertising promotions and events in-world. -Solicited and managed relationships with vendors and creative agencies to develop original content and creative for Home, including virtual spaces and items, social games, events and promotions. -Worked closely with Consumer Services and Moderation teams to identify and troubleshoot Home technical issues and report back to users.
Community Specialist at Makena TechnologiesJanuary 2008 - September 2008 | San Mateo, CA
Jill-of-all-trades role managing online communities in a 3D virtual world space for major brands including Coca-Cola, CosmoGirl, Scion, and Capitol Music. Duties include coming up with online contests and promotions, hosting in-world events, managing forums, writing marketing copy for company newsletters and blogs, gathering feedback from the members to help improve their experience in the product, and lending support to partner events and programming. Community engagement: created online contests and promotions, hosted in-world events, managed forums. Communications: wrote marketing copy for consumer-facing newsletters and blog, managed forums, gathered feedback from members and reported back to company to help improve user experience in the product. Brand management: provided support for partner events and programming while maintaining brand identity within There.com.
Online Community Manager at TopixDecember 2007 - January 2008
Monitored user-generated posts for partner newspapers across the country for an online news community.
Online Community Manager at Meez.comJanuary 2007 - December 2007 | San Francisco, CA
-Moderated an online forum centered around the creation of 2D digital avatars. -Worked with the Marketing Department to create contests and other interactive events to engage users. -Assisted users with questions/issues.
Associate Web Editor at Music Player Network/NewBay MediaFebruary 2006 - March 2007
-Uploaded daily press releases and news items; uploaded and managed monthly magazine content for five different publications as well as exclusive Web content on a weekly and monthly schedule. -Created FlashPlayer content consisting of images and blurbs to advertise new articles. -Wrote email blasts/newsletters for subscribers and advertisers to promote new Web content
Web Researcher/Reviewer at CNETJanuary 1998 - May 1998
Contract position generating 175 concise, descriptive reviews per week for inclusion in a search engine database.
Contract Web Writer at Adchemy, Inc.April 2007 - December 2007
Developing content for consumer-facing websites.
Marketing Assistant at Kyte.tvMay 2007 - July 2007
Contract role interacting with site users and producing video content for new user-generated interactive TV channel site. Collaborated on marketing strategies, campaigns, and copy designed to attract new users. .
Web Editor at AllBusiness.comFebruary 2007 - March 2007
Completed contract editorial project updating and rewriting headlines and content for a series of Business Tips, bought by The New York Times.
Web Marketing Production Assistant at Gap Inc.June 2005 - August 2005
Managing content and updating online marketing web site for Old Navy in preparation for new web tools launch.
Web Researcher/Editor at LoveToKnowAugust 2004 - January 2005
Produced content for several Web sites, including a specialized search directory listing of the Top 10 shopping sites and Top 10 educational sites for specific topics, and a consumer guide.
Lead Media Editor at LookSmartJuly 1998 - January 2004
Managed a team of five editors and was responsible for writing and copyediting daily web site reviews, managing community submissions and answering questions/problem-solving through our partner site Zeal.com, and ensuring the timely coverage of artists and bands, television shows, movies, celebrities, and entertainment news in our search database.
Heidi Anspaugh's Education:
The Creative Department2004 – 2007Concentration: CopywritingActivities: Concepting, copywriting, and art direction for print ads and television spots.
University of California, Santa BarbaraB.A.Concentration: Comparative Literature
Heidi Anspaugh's Interests & Activities:
Travel, reading, writing about SF lifestyle and pop culture.