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

Social Media Strategy, Implementation, & Training!

Upaya Projects

Not In Our Town - Oakland, CANot In Our Town wanted to reach new audiences and deliver critical information to target groups (community, interfaith groups, law enforcement, civic leaders, educators and students). Upaya Services worked with NIOT to create a multi-channel social media outreach program. We integrated A/B testing on site development, SEM, and social media messaging to streamline resources and budgets. NIOT now has the tools to manage a dynamic social media campaign, improve SEO, and optimize their SEM budgets.

Not In Our School - Oakland, CANot In Our School wanted to build on Not In Our Town’s success. Using Facebook, Twitter, YouTube, Pinterest, and Blog, Upaya helped NIOS create “Mapping The Movement Against Hate”. Together we created partnerships with key media organizations and other non profits to “seed” NIOS resources designed to stop bullying in schools. We built LinkedIn campaigns and groups to deliver anti-bullying resources to teachers, while launching a series of crowd funding projects for general and project-based fundraising.

Dr. ToyDr. Toy had an established brand but needed to build their “social ecosystem”, so we created relevant social media channels, sourced compelling content, and provided product reviews and industry information.  We monetized referral traffic to affiliate sites (Amazon) and created partnerships with media organizations such as the Huffington Post, East Bay Express, San Francisco Chronicle, and New York Times. We leveraged 40 years of toy and play expertise to create a social media program that provided unbiased reviews and compelling content to a targeted market. This campaign continues to drive traffic to http://drtoy.com/ and improve organic SEO for the Dr. Toy community.

Journey CatamaransWe worked with Journey Catamaran and their web developer to optimize their site’s SEO-SEM-Social Media. We developed the necessary channels (Facebook, YouTube, LinkedIn and Pinterest) to deliver information to their customer base. Our integrated SEO-SEM-SMM approach provides great content to relevant channels and audiences, improves organic SEO through engaging content (comments, likes, shares), and creates targeted SEM campaigns that drive traffic to sales channels.

Kickstarter:

  • Upaya worked with the inventor of TurboThrow to create a Kickstarter campaign with complementary social media marketing outreach. We created the videos, the Kickstarter story, and identified the best consumer channels to “seed” content about TurboThrow’s pet product,
  • An art and clothing business known as Old School Copes. Upaya worked with “Old School Copes” to create a Kickstarter campaign and complementary social media marketing for a mobile art and fashion bus in Oakland, CA. We identified the best celebrity art and music partners and enlisted supporters to promote this campaign through their social media channels.
  • Upaya created a Kickstarter campaign and complementary social media marketing to launch The Monthly’s digitial platform. We created the videos, the Kickstarter story, and developed the social media channels needed to promote this “printervention”.

The Greater Good Science Center - Berkeley, CAGreater Good Science Center at the University of California, Berkeley explores the roots of happy and compassionate individuals, strong social bonds, and altruistic behavior. GGSC had great content but needed to create a social media plan that allowed them to deliver inspired info. Upaya’s social media audit defined content verticals and aligned these verticals to relevant channels.

BandWorks School of Rock - Berkeley, CABandworks wanted to create an integrated social media campaign that improved branding, provided inspired content about their workshops and summer camps, improved their organic SEO, and utilized their AdWords budget effectively. Upaya developed the necessary social media ecosystem by establishing sources for content and activating Bandworks’ communities. This campaign improved organic SEO through social sharing (comments, likes, shares), extended social reach, selected niche keywords, identified referral sources for future campaigns and direct outreach.

Peaceable Kingdom - Berkeley, CAPeaceable Kingdom had a great brand and incredible products but needed to fully leverage the power of “social”. Upaya developed and linked their social channels (Facebook, Twitter, YouTube, Pinterest, Google+) and created a campaign that distributed authentically-voiced information about great products, incentivised participation through contests, activated communities through customer questionnaires, and improved organic SEO through social sharing (comments, likes, shares).
Body Mechanix has an innovative fitness cooperative that gives their trainers an equity stake in the success of the business. Body Mechanix syndicated branding content to all social media channels while allowing the personality of each trainer and location to enhance social media content. Upaya  leveraged the Body Matrix infrastructure to create dynamic conversations, improve SEO (backlinking and social sharing), and offer expanded content to 6 locations in the Bay Area. Upaya also provided training for future work of this nature.

The Monthly wanted a customized social media strategy to compliment the launch on their new online CMS based magazine. They wanted to integrate multiple social media channels to promote their hyper-local content. They wanted to offer daily deals on their website and social media channels. Upaya offered a customized plan that included the following:

  • Marketing Strategy
  • Social Networking
  • Developed Online Magazine
  • Created And Implemented Daily Deals
  • Email Outreach And Management
  • Community Engagement Through Promos/Contests
  • Training

GoldenVision optometry wanted a customized social media strategy that integrated multiple social media channels. They wanted to use social media to grow their business and offer valuable resources to their customers. Upaya offered a customized plan that included the following:

  • Marketing Strategy
  • Social Networking
  • Email Outreach And Management
  • Community Engagement Through Promos/Contests
  • Training

Cazadero Family Camp wanted a customized social media strategy that integrated multiple social media channels and created a year round community for their summer camp audience. They wanted to use social media to educate current and perspective members about their “family camp” concept, promote events and classes from camp staff, and create a forum for promoting and improving their summer camp offerings. Upaya offered a customized plan that included the following:

  • Marketing Strategy
  • Social Networking
  • Online Advertising
  • Blog Creation & Facebook integration
  • Guest Blog
  • Event Calendars/li>
  • CAZ Connect Meetups

WolfCreekLodge wanted a customized social media strategy that created a virtual community for an active senior co-housing development that was under construction . They wanted to use social media to educate current and perspective members about their cohousing alternative. Upaya offered a customized plan that included the following:

  • Marketing Strategy
  • Social Networking
  • Online Advertising
  • Blog Creation & Facebook integration

LaserVue Eye Center wanted to improve their social media strategy. They wanted to incorporate all their social media channels (YouTube, Yelp, Twitter, Facebook, LinkedIn) and use social media to educate their patient base. Upaya offered a customized plan that included the following. This plan increased “LIKES” by 1000% and converted Facebook members into long term customers.

  • Marketing Strategy
  • Social Media Optimization Strategy
  • Social Networking
  • Online Advertising

Mobillions/Purchase Time offers a new approach to mobile commerce. Mobillions wanted to create a creative per-launch social media strategy to promote its technology, recruit end users and merchants, and identify relevant partnerships. Upaya offered a customized plan that included the following:

  • Marketing Strategy
  • Social Networking
  • Online Advertising
  • Blog Creation & Facebook integration

GroupGain offers a new approach to group buying. GroupGain wanted to create a creative per-launch social media strategy to promote its technology, recruit end users and merchants, and identify relevant deal topics. Upaya offered a customized plan that included the following:

  • Marketing Strategy
  • Social Networking
  • Online Advertising
  • Blog Creation & Facebook integration

GroupGain’s BuyDemHornets is a grassroots effort to showcase GroupGain’s group buying technology and help the people of New Orleans buy a minority stake in the NBA’s New Orleans’ Hornets. Upaya offered a customized plan that included the following:

  • Recruited and Managed Local Team
  • Marketing Strategy
  • Social Networking
  • Online Advertising
  • Hyper Local Outreach (targeting local customer groups)
  • Blog Creation & Facebook integration
  • Pop-ups

TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. TedXGoldenGateEd explored teaching compassion in eduction and wanted to create a comprehensive pre event and post event social media campaign. Upaya offered a customized plan that included the following:

  • Marketing Strategy
  • Social Networking
  • Online Advertising
  • Hyper Local Outreach (targeting local customer groups)
  • Blog Creation & Facebook integration

BCA wanted some advice on ways to expand their business. Upaya offered a customized plan that included the following:

  • Marketing Strategy
  • Social Networking
  • Online Advertising
  • Hyper Local Outreach (targeting local customer groups)
  • Blog Creation & Facebook integration
  • Integrating Video Marketing
  • Testimonial & Data Metrics Program


ShotgunPlayers wanted to track their patrons’ data more effectively to determine new types of shows, better concession offerings, and general advice on ways to improve. Upaya offered a customized plan that included the following:

  • Marketing Strategy
  • Social Networking Outreach & Advertising
  • Online Advertising (Yelp, BPN, Craigslist, local neighborhood blogs & groups)
  • Hyper Local Outreach (targeting local customer groups)
  • Testimonial Marketing
  • Data Metrics Program

From Patrick Dooley @ Shotgun Players: “Ben identified a short-coming in the information gathering process of our small non-profit and designed an affordable, creative and fun strategy for us to both grow our database and make a more personal connection with our audience. He’s smart, thoughtful and has that infectious enthusiasm so important when trying to build consensus. I definitely plan on working with him again.”

Vote Yes on Measure C had two weeks to create a viral social networking campaign. Upaya offered a customized plan that included the following:

  • General Outreach Strategy
  • Social Networking Outreach
  • Blog Creation & Facebook Integration
  • Online Advertising (Yelp, BPN, Craigslist, local neighborhood blogs & groups)
  • Hyper Local Outreach (targeting local voter groups)
  • Online Video Optimization

Little Bird opened in June 2010. They needed advice on ways to introduce their business and its unique model to their local market. Upaya offered a customized plan that included the following:

  • Marketing Strategy
  • Social Networking
  • Online Advertising
  • Hyper Local Outreach (targeting local customer groups)
  • Testimonial & Data Metrics Program

DIGIVAM is a startup that provides SAAS based video content management for customized interactive video. Upaya defined the mission, refined the pitch message, and created a plan to promote product offerings and secure funding sources.

  • Created strategic vision
  • Developed and implemented marketing plan to target SMBs, ad verticals and 3rd party ad agencies
  • Represented startup at meetings with funding sources

Sweet Adeline is a local bakery that needed a social media marketing, website refinement, and hyper-local outreach. Upaya created a strategic plan that included:
Integrated social media

  • Re-designed web site
  • Created marketing campaign
  • Implemented “crowd sourcing” project
  • Hyper local outreach with community events

Addie’s Pizza Pie opened September 2010. They wanted to create a pre-opening marketing program that leveraged their community presence and integrated social media, news alerts, and hyper local outreach. Upaya created a strategic plan that included:

  • Pre-opening marketing campaign to create local awareness and generate “buzz”
  • Integrated social media
  • PR & Ad campaign
  • Long term marketing campaign
  • Hyper local outreach for opening events

From Jennifer Milar @ Addie’s Pizza Pie: “Ben from UpayaConsulting has already created a positive buzz for the pizza joint using this new fangled social media stuff. Go Ben.”

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