Day in the Life: Why Kristelle Siarza’s 24-hour routine includes a chief fun officer and MMA

Our CEO, Kristelle Siarza, is more than just a business woman. She is also  a part-time instructor at the University of New Mexico, sits on the board of directors of New Mexico’s Filipino American Community Council and is a member of New Mexico Association of Commerce and Industry’s entrepreneurship committee.

Click here, to see how she handles all of this and more in Albuquerque Business First’s article about a day in the life of Kristelle Siarza.

37 ABQ Businesswomen Featured in ABQ Business First

37 Albuquerque businesswomen were featured in the Albuquerque Business First where they gave their best advice for the coming generation of female business owners. Our CEO, Kristelle Siarza, said that her advice for the up and coming entrepreneurs is to “Be fearless, confident, and don’t give up too soon.”

To see the rest of the women featured in the article, click here.


My Response to Mr. Quigley: They’re called Millenials

Dear Mr. Quigley,

In your most recent article titled, “Wanted: Entrepreneurs to Fuel Albuquerque’s Economy,” you ended this great piece with the following questions:

It has long been an open question whether entrepreneurs are made or born. Is it possible to train someone to see the world as a collection of unmet needs just begging to be satisfied? Or are people just wired that way? And, however they got that way, is it possible that they will want to live here?

Yes, it is possible to train to see the world as a collection of unmet needs. And yes, it is possible they want to live here. These “entrepreneurs” you speak of are already here. They’re Millenials.

From spurring home sales in the metro area to influencing economic development in Downtown, Millennials are the new measure of the strength of the Albuquerque economy.

With good reason: Across the country, the 20- to 34-year-old set has gone from being the kids next door to being the double-income family down the street – at least in economies that are doing well.

That’s where the trouble starts for Albuquerque. While our economy is moving steadily out of the Great Recession, Millennials in our city are struggling to transition from job-creation programs to actual employment.

In fact, according to a University of New Mexico study, 60 percent of native-born New Mexicans leave the state, and only 2 percent of them return. As my aunt and mentor Adelamar “Dely” N. Alcantara, a University of New Mexico research professor and demographer, said in a story published in the Albuquerque Journal, “You lose your best and brightest.”

There have been a lot of great networking events and collaborative efforts in the Innovation District to try to figure out what it’s going to take to create jobs to attract Millennials to The Duke City. Everyone recognizes the problem, but a solution doesn’t seem to be in sight.

But, from where I sit, at my messy desk in Fatpipe ABQ, it seems pretty clear: Private-sector business incubators give Millennials the space, support and community to start and grow businesses that will ultimately become the backbone of the city’s economy.

My own agency, Siarza Social Digital, started less than a year ago and, thanks to the community and collaborative environment at Fatpipe ABQ, has already grown to three full-time employees, two part-time staff and half a dozen local contractors — many of whom are also Fatpipe ABQ tenants. And all of those employees – including me – are Millennials.

The reality is that Millennials want to be in Albuquerque. One visit to a Young Professionals of ABQ or miABQ event will show you that this young, active, community-minded demographic is eager to put down roots and make a meaningful impact on our city.

Where there is a space to laugh, brainstorm ideas and drink a few brews, you will find Millennials – working hard and contributing to the economy. Fatpipe ABQ gave me and my business exactly the opportunity we needed to set up shop and get to work.

Started a year ago this month, Fatpipe ABQ has created a unique co-working space that allows for a multi-generational group of entrepreneurs to collaborate and learn from each other. The Fatpipe ABQ community is exactly the kind of ecosystem that supports business development for every kind of entrepreneur. Having grown up embracing diversity, Millennials are seeking out unique perspectives, insights and opportunities. Sure, some of the other Fatpipe ABQ tenants are Gen Xers and even Boomers, but it’s that diversity of experience that makes Millennials like me feel right at home – and gives us what we need to develop professionally.

The way I see it, in Albuquerque we have two choices: We can watch Millennials continue to take their skills, potential and dollars out-of-state, or we can commit to supporting small businesses, like mine, which employ and empower Millennials and give them not just a reason to stay, but also the financial ability to stay in our community.


Kristelle Siarza
Siarza Social Digital

Casino Del Sol Resort partners with Siarza Social Digital as Social Media Agency

New Mexico Online Communications Team Handles Social Presence for Award-Winning Arizona Resort

TUCSON, AZ – Siarza Social Digital has been named the official Social Media Agency for Casino Del Sol Resort in Tucson, Arizona. The team, currently working with New Mexico brands and organizations, has begun managing the casino’s social channels and developing a strategy to engage players and entertainment goers in Southern Arizona.

SiarzaSD will take on the tasks of social media management through Twitter and Facebook.  SiarzaSD will also manage the presence on behalf of the Anselmo Valencia Tori Amphitheater at Casino Del Sol Resort.

“We were at the point where we needed to find a unique social media strategy and Siarza Social Digital fit the bill,” said Steve Neely, Chief Marketing Officer for Casino Del Sol Resort.  “As a high end casino looking to appeal on a wider spectrum we had to find a new approach to our social media strategy.”

Siarza Social Digital is enthusiastic about taking on Casino Del Sol Resort’s media. They are spotlighting each of the fantastic aspects of the resort including the food establishments, concert venue AVA, Sewailo Golf Club, gaming and the relaxed atmosphere of the resort’s hotel.

“We are honored and excited for our partnership with Casino Del Sol Resort and to bring our creativity to their social media channels,” said Siarza Social Digital CEO Kristelle Siarza. “We can’t wait to work with them and bring their resort to new online heights.”

“We are happy to start this new relationship with Siarza Social Digital and look forward to the success that will follow through this partnership,” said Neely.


About Siarza Social Digital

Siarza Social Digital is a unique online communications and marketing agency with a specialization in social media, email marketing, and website development. We are experts on reaching core audiences through online channels. Mirroring the start-up culture of the tech industry, investing in our employees focuses us to do creative and innovative work for our clients. For more information, visit, @SiarzaSD on Instagram and Twitter, or Siarza Social Digital on Facebook.

About Casino Del Sol Resort, Spa and Conference Center

Located in southwest metropolitan Tucson, Ariz., the Pascua Yaqui Tribe is a federally recognized tribe with more than 17,000 enrolled members. The Tribe owns and operates several enterprises including Casino Del Sol Resort, Arizona’s only Forbes Four Star and AAA Four Diamond casino resort; Casino of the Sun; Anselmo Valencia Tori Amphitheater (AVA), a 5,000-seat open-air concert venue; Sewailo Golf Club, a par-72 hole championship course designed by Notah Begay III; and the Del Sol Marketplace. For more information call 1-855-SOL-STAY (765-7829) or visit Follow Casino Del Sol Resort on Facebook and Twitter.

Siarza Social Digital Teams Up With The Albuquerque Isotopes

Our team is excited to announce its recent collaboration with the Albuquerque Isotopes as the team’s “Social Media Partner.”

Working with the baseball team’s information officials, we’re providing social media strategy assistance, training and content development during the 2015 season. The partnership came at a critical time, as the team has transitioned to the Triple-A team for the Colorado Rockies.

“The Albuquerque Isotopes are an iconic brand in New Mexico, and our job is to engage the fans during the summer,” says our Kristelle Siarza, CEO. “Our team has a strong expertise in telling the story of big scale events and local happenings, and a game at Isotopes Park is quality family entertainment that can be illustrated on social media.”

“We’re excited to be partnering with Siarza Social Digital for the 2015 season and look forward to the content that we’ll be able to create by working together,” says Lee Van Horn, baseball information manager of the Albuquerque Isotopes. “SiarzaSD’s staff is very talented and will be a tremendous asset to our staff.”

Don’t forget to engage with the Albuquerque Isotopes through their hashtag #ABQTopes and their social networks: Facebook, Twitter, Instagram and Snapchat.

It’s media day at Isotopes Park, and we’re ready for Opening Day. Are you? #abqtopes

A photo posted by ABQIsotopes (@abqisotopes) on

What My Dad’s Cat Can Teach You About Social Media

In this lighthearted post, Kristelle shares some social media community manager tips and a personal story about two things that bring joy to her life every day: Her dad and the cat.

My dad, Nick Siarza, taught me how to be a nerd.

He introduced me to a pac-bell computer at age 10, installed AOL with a 56k modem and started my first AOL screen name. Impressing me every day, he evolved his technical knowledge by learning mySQL, content management systems and even website server management.

One day, my dad asked me to lend him a hand and teach him the ways of a social media community manager. In order to demonstrate the abilities of Facebook admins, I asked my dad to start a Facebook page about something he loved.

This is how the “Boots the Cat” Facebook page was born.

Follow the Furry Friend on Facebook

Boots is a seven-year-old Russian Blue mix that has a life many of us envy. He sleeps all day, expects to be scratched and has an endless food bowl. This furry feline spends the day with my dad at home, surfing Facebook while watching Family Feud with the patriarch of the house.

My dad has developed quite a variety of content about the cat. The page has the cat’s own social voice and Boots has fast growing following. 

For example:

There’s a video of Boots opening his Christmas present (a Costco-sized box of cat treats).


Did you know Boots is Catholic?


The cat has a couple of memes…


… and the cat does surf Facebook with my dad. Boots does reply to his fans.


How You Can Learn From Boots

My family, friends and business colleagues always get a kick out of the stories I tell about Boots and my dad. Realizing how this page has showcased my dad’s storytelling skill, what better way to write a “how-to” blog post, influenced by this furry family member.

  • Develop a voice that fits you, even if it’s a voice of a cat
    • It would be really cool to see a cat talk, even with an invention of a talking collar. While that is still in development, we can settle for a voice through social media.
    • Many prospective clients ask, “How do I sound different from my competitors?” Establishing your voice online is the answer. Draft your social media content with colorful, emotional messages while using the right words and verbiage within your culture. If your team is a fun, quirky group of people, be sure your text evokes those connotations.
  • It’s boring to be serious all the time
    • Advertising and call-to-action messaging can be as dull as a lecture from a boring professor. Finding the inner wittiness is good; implementing few punch lines can keep your content and your brand engaging online.
    • If your organization is known for being professional, it’s alright to share content that has a unique or fun twist to it. For example, the famous Arby’s tweet about Pharrel Williams’ hat won the internet.
  • Never be afraid to embarrass yourself
    • My dad is never afraid to get a good laugh from someone at the expense of the cat.
    • Sometimes, brands need to have a good giggle and release themselves out of a comfort zone. A silly picture or goofy message helps individuals get to know their brand and develop a fun relationship and a virtual connection. Even a video that shows the poor dancing skills of a team can help a brand develop a connection with a target audience.

Follow Boots The Cat on Facebook

Officially managed by my dad (no, not Siarza Social Digital), don’t hesitate to follow Boots the Cat on Facebook. Though he has a strong opinion on foreign policy, religion and family issues, he’s still quite the cat to follow.

You can even email the cat at

Three Takeaways from the Epicenter Twitter Fail

Screenshot_2015-02-20-14-46-52The communications specialist for the new Epicenter in Downtown Albuquerque ran into a confusing situation last week that made headlines in Albuquerque Business First. After a few phone calls and clicks of the “forgot password” link, the city was searching for the person who claimed the “EpicenterABQ” twitter handle.

Epicenter’s mystery was solved within days: a local content strategy director for McKee Wallwork and Company claimed the account with the best intentions and the City of Albuquerque’s Economic Development team had their infant Twitter account.

We’ve seen brands and businesses run into this “whodunit” situation before. What do you do when this happens to you?

Here are three tips to keep in mind when this situation may happen to your brand name:

ONE) Tell Twitter About Your Trademark Violation

If your brand is trademarked or copyrighted, you can contact Twitter and let them know about the trademark violation. The website has an investigation process that takes time and manpower.

Does it work? Sometimes.

This trademark violation process doesn’t give a brand the right to claim anything and everything that sounds like their company name. Fan accounts or commentary feeds are allowed, so be sure to take a close look at accounts created with your brand name.

TWO)  When You Think of Your Brand, Search Through Usernames

If your marketing and operations team are at the drawing board for brand names, always consider if the new name will be available right from the beginning.

These questions should be a part of your brainstorm session:

  1. How will this username look shortened for Twitter?
  2. We need to put our social channels on marketing collateral. Can our name look good after the social media URL forward slash? (i.e.
  3. The YouTube channel name is taken, but it’s available for Facebook and Twitter. Will I be able to stay consistent throughout the chosen social networks?

To save you time searching through the handful of social networks, use NameChk! This tool will check the availability of your username on 157 social channels.

THREE) Once Claimed, Start Your Social Media Process Right Away

Epicenter’s mystery happened because of a content strategist going on paternity leave. (Congrats Brad on the new baby, BTW.)  It’s easy to claim networks right away and forget to pass on the information.

An easy process to keep in mind includes:

  1. Start your social media usernames and passwords sheet right away and share it with your team.
  2. Have your team start adding more than one person to your social media management teams. Teams can now manage Twitter accounts via TweetDeck, and Facebook has a good user interface for administrators.
  3. Develop your social strategy. Never start a new social networking without mapping out your visuals, voice, messaging and key audiences.
  4. Set an operational protocol on who will be managing and monitoring your social networks. Depending on your organization, it may take more than just the marketing team to deliver customer service through social media.

Have you ever run into this situation before? Comment below: We’d love to see what you did to work around the Twitter username mystery.


Happy Tweeting,

Kristelle Siarza
Chief Executive Officer
Siarza Social Digital