I'm Donna, a Social Media Strategist, currently based in SF. I specialize in community development, content strategy + curation, and influencer marketing, but tip my hat to analytics, copywriting, production, and project management.
My passion for community began in 2004, when I took a role as Community Moderator + Contributing Writer at GotFrag.com, an online forum + news outlet covering the burgeoning universe of competitive online gaming. Since then, I've rolled up my sleeves and upped my karma points to work with amazing advertising agencies like Anomaly, Bensimon Byrne, and OneMethod to build community via social media strategies for alcohol, confectionary, hospitality and mass media.
When not working, I engross myself with all things internet, pop culture, art, and fashion. Sometimes, I like to go outside and bike, play badminton, swim, horseback ride, and adventure travel. 💅
Developing Minted social media strategy through campaign planning, community analysis, content development and curation, influencer outreach, on-site sharing implementation, and reporting. This cross-functional role straddles between Brand Communications and Marketing while still working closely with Merchant and Product teams.
Since joining Minted in late 2014, I've help to lead Minted's marketing strategy to increase channel efficiency and performance, growing Instagram followership by 254% + Pinterest by 125%, and doubling overall UVs traffic to site. 🙌
As Social Media Strategist for Bud Light Canada, worked with accounts + creative + clients to execute a large-scale integrated campaign for Bud Light Sensation 2014, "The Worlds Leading Dance Event". The campaign included a brand ambassador program, campus influencer program, YouTube video strategy, and live social media coverage plan. The campaign produced approximately 68M total impressions, acquired 13K new fans to the Facebook page, and 1.3K Twitter new followers. 💪
As the Community Manager of Kraft Dinner (Kraft Macaroni & Cheese), I worked closely with creative team to hone in on audience demographic to create content that would resonate with our audience and help them "let their fun out". The collaboration produced some deliciously zany content narratives that included a KD Pool Party made entirely out of noodles and condiments, KD Caricatures (fans submit photos of themselves to be transformed into KD superheroes), KD Fun Shop (a live-action KD Fun House), and a surprise and delight delivery to Shaquille O'Neal (who we heard was a big fan of "Shaq N Cheese").
As a new member of the Anomaly agency, I took on Community Manager duties for Crown Royal Canada in May, 2014. With no paid support or promotions, engagement levels and new fan growth was showing decline in numbers. I quickly began a community audit to hone in on what messaging best resonated with our target, weaving in these findings into editorial concepts + briefs with clear objectives for creative teams to execute. Under this revised content strategy, our team created a 37% increase in engagement, and 1.1K new fans in only two months.
Where consumption meets creativity. As Social Media Strategist, I helped hone in on audience behaviors to develop a deliciously shareable (and entirely edible) content program for SMARTIES Canada. 👍
Under Nestlé, I took on a Community Manager/Social Strategist/Producer role for AERO Chocolate, SMARTIES, Skinny Cow, and (the crown jewel of chocolate) KIT KAT. My goals were to engage superfans with witty banter, develop cool editorial concepts and organized calendars, but also source props to help style + photograph original dessert recipes. What a trip!
My hard work for Nestlé at OneMethod did not go unnoticed. I was awarded One Methods Most Valuable Player of 2013 and promoted to Social Strategist. 😍
As Community Manager of SVEDKA Vodka, I managed a very actively engaged community of partiers on Facebook, Twitter, and Instagram, a total population of approximately 1.1 million users. It was my job to come up with fresh editorial content that would engage the target demographic and bring these concepts to life. SVEDKA published content 6 days a week, which resulted in the production of approximately 400 original images produced with the highest organic account engagement to date. FUN FACT: The SVEDKA Facebook page grew over 500,000 fans in under 1 year, largely due to the popularity of content among fans. 💃