upayaservices.com

Skillful Social Media, Relationship Marketing, Social Marketing Strategy, SEO, SEM

Social Media Strategy, Implementation, & Training!

Helping Non-Profits Find The “Social” Sweet Spot!

We all know that nonprofits are understaffed and under resourced. Do you spend a lot of money on social media, SEO, and Search Engine Marketing (SEM)? What do you get in return? Upaya’s skill set has evolved to focus on the overlap between Social Media Marketing (SMM), SEO and Search Engine Marketing (SEM). Google’s recent refinements to their search algorithm has made this intersection a very relevant and active space.

Upaya Services works with you to identify your short and long term social media marketing (SMM), search engine optimization (SEO), and search engine marketing (SEM) objectives. We manage your SMM, SEO, and SEM for two-three months while we actively measure results, refine our outreach, and provide you with the training/skills and resources necessary to manage your own SMM-SEO-SEM projects.

Social Media Marketing – Optimized social media that shares relevant content across multiple channels.

  • Channel development – we set up your social media assets, optimize for SEO, and show you how to maintain and update your social media.
  • Community activation and growth – we identify the best ways to activate and grow your social media community from better “Tagging”, to “Seeding”, to great content that makes a difference!
  • Content creation and aggregation – we show you how easy it is to create and source compelling content! In the end – it is all about CONTENT!

SEO – Focus on good content that is keyword rich. Drive traffic to website and social media channels from high value sites (high traffic with relevant keywords).

  • Keyword research (using analytics from Google Analytics and AdWords) and optimization. Do you want to compete for keywords that your competitors are willing to pay high prices for or do you want to find the “niche” keywords that you customers are searching for and spend your money more effectively?Quality Content – Content is key! Good content creates engagement, engagement (video, commenting on blogs, sharing/commenting/liking on FB, retweeting, +++) improves SEO.
  • Quality Links – Drive traffic from high volume sites (media outlet, Twitter Hashtags, Huffington Post, LinkedIn Groups) to your digital ecosystem (website, blog, Facebook, Twitter, Pinterest, LinkedIn, Google+, etc).

SEM – Our Google AdWords expertise allows you to maximize your SEM budget, target relevant audiences, and drive traffic to your web channels (web, social media, blog).

  • Keyword research (using analytics from Google Analytics and AdWords) and optimization. Find the”niche” keywords that you customers are searching for.
  • Setup/Reset – we conduct a SEM audit to identify the areas to improve your SEM. We explore what campaigns are most relevant for your short and long term objectives.
  • A/B Testing – after 2-3 months, you know how to maximize your SEM budget.

Why Upaya? The Upaya team has the ability and skillfulness to acquire and create the necessary resources to succeed. We see obstacles as opportunities to perform! We work seamlessly to craft creative solutions to every type problem (and we are good at it!). Most importantly, we are used to making possibilities out of the resources we can acquire and that you have within your organization.

Upaya Services understands the limited resources of non profits: money, human resources, and leadership bandwidth. What a organization can achieve is often limited by these factors. Upaya’s experience with a diverse clientele has given us a unique and “real time” perspective on what works and why (it is always changing!). We do not merely add to your team we multiply the effectiveness of your team and organization.

Give UPAYA a call to schedule a complimentary call to discuss how we can help you! We provide general consults, design and implementation, DIY help and training, or something in between. The Upaya definition of success: 100% satisfaction!

Ben Simon-Thomas
Principal & Founder
UPAYA CONSULTING
Voice: 510-859-4236
Email: bst@upayaservices.com

New Year’s Resolution? More LinkedIn!

LinkedinIn is an evolving space with LOTS of potential!

LinkedIn is becoming increasingly relevant in the target social space.  LinkedIn has made some great improvements: updated profiles, new company pages, the influencer following program, and the endorsements feature. This network is becoming even more valuable.

LinkedIn is fast becoming the destination for all aspects of your professional life, not just the place to look  for a job. Companies and organizations using LinkedIn well are treating LinkedIn much more like Facebook’s Newsfeed: posting more regularly and engaging within relevant communities.

New Year’s Resolution – ACTIVE your self and your business on LINKEDIN today!

All About The “Subject Line”

Here is a great post election article on the subject lines that reaped millions. Imagine if you took a “subject line” lens and applied it to all of our social media messaging. What do I mean? Think of your first few words on FACEBOOK and TWITTER as subject lines!

Take home for social media…

  • Be Bold! Capture Attention
  • 3-6 words is all you have
  • Be Familiar

Read more @ “The subject lines that reaped millions” By Michael Sebastian (http://www.prdaily.com/Main/Articles/13273.aspx#)

Staunch social media enthusiasts have rung the death knell for email.

The presidential campaign shows these doomsayers are full of it.

“Most of the $690 million Obama raised online came from fundraising emails,” reports Bloomberg Businessweek.

You might know these emails, which began with overly familiar—some might say creepy—subject lines, such as, “Hey,” or, “Do this for Michelle.”

Turns out, they brought in millions for the campaign.

Obama’s camp shared email figures with Businessweek, including the amount of fundraising dollars each subject line reaped on one day of the campaign (June 26).

They tested a number of email subject lines—a common practice in the campaign—the most successful being, “I will be outspent.” It raked in $2,540,866.

Some of the other top earners that day:

  • “Some scary numbers”— $1,941,379
  • “If you believe in what we’re doing” — $911,806
  • “Last call: Join Michelle and me” — $894,644
  • “Would love to meet you” — $755,425
  • “Do this for Michelle” — $714,147
  • “Change” — $711,543

As The Atlantic Wire noted, the top three earners on June 26 were “guilt-trippers.”

Over the course of the campaign, guilt-inducing subjects lines weren’t the most successful. That honor went to casual introductions. “Hey,” for example, brought in millions of dollars, according toBusinessweek.

The lesson is that a familiar tone beats one that’s more formal.

“The subject lines that worked best were things you might see in your inbox from other people,” Toby Fallsgraff, director of Team Obama’s email staff, told Businessweek.

Is that what you’ve experienced?

By Michael Sebastian | Posted: November 30, 2012

The Art & Science Of The Story

Telling great stories is an art and science… here is a great story about the neural underpinnings of what makes a great story. Although the focus of this video is on giving, identify the elements of a story that illicit a response that promotes engagement is the HOLY GRAIL of social media.

From: “The two ingredients of stories that motivate giving”, By Jeff Brooks.

Here’s a video about story-telling that every fundraisers should see:

Or watch it here on YouTube.

In short, it describes a study that found the most impactful stories have two key elements:

  1. Distress, produces cortisol, which helps us focus attention on the story.
  2. Empathy, which produces oxytocin, which promotes a sense of connection.

And when these things are present, hearers of the story are much more likely to give.

Do your stories have both distress and empathy in them?

Posted by  on 28 November 2012 at 08:04 in Donor Psychology |

 

 

 

 

Generating New Possibilities With SKILLFUL Social Media.

When planning a specific marketing campaign or implementing a long-term marketing strategy, Upaya Services generates new possibilities that can grow your business. Upaya Services understands the limited resources of small and mid-size business: money, human resources, and management bandwidth. What a small company can achieve is often limited by these factors. Upaya’s experience with a large number of companies has taught us skillful ways to work with limited resources.  We do not merely add to your team we multiply the effectiveness of your team members. Upaya Services radically alters your organization’s possibilities by removing roadblocks by extending the number of people working for your company’s success and by introducing missing skills and resources.

We create SKILLFUL SOCIAL MEDIA!  Your customers stop being merely a demand on the limited resources of your company, they become a supply for nearly endless free resources: promoting and selling your products, discovering new applications and channels, providing support and education to the world. Understanding your target audience — and what they want right now — is the foundation for the design and execution of a great social media campaign. This understanding affords strategies that allow Upaya to connect your messaging with the right audience, at the right time. Your social media campaign is an integral part of your entire marketing outreach, and should be planned accordingly. Our analysis and recommendations are tailored to meet your unique goals and provide insight into current trends, challenges, and opportunities.

Why Upaya? The Upaya team has the ability and skillfulness to acquire and create the necessary resources to succeed. From content creation, to running inspired marketing campaigns, to creating new markets – this team see obstacles as opportunity! We work seamlessly to craft creative solutions to every type problem (and we are good at it!). Most importantly, we are used to making possibilities out of the resources we can acquire and that you have within your organization. We understand that our success depends on our team, effective decision making, and performance based incentives. Opportunities to perform are the resources that we are most interested in. We are driven to succeed and have the greatest possible impact.

Please contact me for a complete proposal. We start with an audit of your existing social media presence including goals/objectives, competitor analysis and market review, ROI analysis and summary with actionable solutions. After we conduct our social media audit, we will have a better idea of the scope of the project and what social media strategies to recommend. We will provide a detailed proposal that outlines our recommendations. ​ The integration and training typically take 4-8 week period. We also offer individual services – cost depends on scope (TBD).

We guarantee that your social media campaign will more than pay for itself (repeat clients, referrals, real time promotions, etc). Give UPAYA a call to schedule a complimentary call to discuss how we can help you use social media more skillfully! We provide general consults, design and implementation, DIY help and training, or something in between. Upaya Services delivers SKILLFUL SOCIAL MEDIA. The Upaya definition of success: your completed project must run under its own power and deliver more than you ever thought possible.

Ben Simon-Thomas

Principal & Founder

UPAYA CONSULTING

Voice: 510-859-4236

Email: bst[@] upayaservices.com

For more information, please visit UPAYA SERVICES (http://upayaservices.com/).

Kickstarter: A New Platform for Company Branding?

Kickstarter has been in the spotlight recently; thanks to its effectiveness in helping “small players” raise money to pursue their dreams. Today, we’re going to quickly examine if Kickstarter can be used as an effective platform for company branding.

The Most Important Factor = Creativity!

In 2011 alone, there were over 25,000 projects launched on Kickstarter. In this type of environment, there are a lot of projects competing for donors. To be successful on Kickstarter, you absolutely need to stand out. There are many ways to do this. According to this New Media Rockstars article, a graphic novelist rewarded his backers by including them in his latest comic book. It was a successful way of getting the project noticed and funded, but from a branding perspective, it was a brilliant move. Those individuals that are part of the comic book are now fans for life.

Actionable Goals for Your Audience

Too often with start-up companies, people support the concept and team but feel helpless with how to play a part in their journey. With Kickstarter, that problem is solved. In our experience, we’ve seen support for start-ups stagnate after the initial interest phase, simply because there is no finished product that the “fan” can enjoy. Kickstarter gives supporters a feeling of being an integral part of building the product, which will make them invested in the company’s success. From a branding perspective, this is fantastic because it helps increase your early adopters and evangelists, who are pivotal in your success or failure (Ex. Apple fanatics).

Conclusion

Overall, Kickstarter is an effective source of small fundraising and branding. It is a great way to get evangelists on board and increase the excitement level surrounding your company. Let us know what you think in the comment section!

Other Resources:

Kickstarter Official Blog

Social Media: Reap the Rewards and Avoid the Risks

I was reading an article in Forbes earlier today about the management of social media risk (for those interested, here’s the link: Forbes on Social Media Management). It was pretty insightful on the potential risks that companies can encounter with social media and the methods currently available to counter those risks. These risks can be especially devastating for companies in highly regulated sectors such as health care, finance, or insurance. The article discusses social media management systems that can help mitigate these risks. Here are  three tips to use to minimize your company’s social media risk:

  • Have a second person review all posts. This is a good idea for all external communication, not just social media
  • Monitor social media sentiment. This can be done the “old school” way by simply searching for and reading what people write about you. However, for larger businesses this might not be possible so using a platform like SocialVolt would be helpful
  • Plan your posts in advance. This gives you time to reflect and determine if you want to edit your post for any reason, including controversy or improvement.

Let us know what you think in the comments below!

A few interesting threads.

The best way to build digital relationships – http://www.imediaconnection.com/content/28658.asp. Nothing new here – but laid out very nicely. Social Media is about adjusting the frequency and volume of your noise (social media channels). The challenge is how can businesses deliver targeted real content to interested people.

Best Time To Send Email – http://www.dmnews.com/rethink-morning-e-mail/article/199482/?DCMP=EMC-DMN_EmailMktingWkly
Open rates peak between 11:30 am and 2 pm during the week, but it trends later for the weekend with peak open times beginning at 11:30 am but not reaching their height until about 4 pm. The analysis aggregates times across US time zones to factor in the three-hour spread from the West to East Coasts.

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