A-B-C is as easy as 1-2-3, but Inbound Marketing can be a bit less elementary. But don’t worry! With the help of our partner HubSpot, we're offering you the "ABCs of Inbound Marketing", a collaborative eBook designed to teach you the fundamentals of Inbound.
From "Blog" to "Workflow", you'll learn about 27 different topics and how each is an integral piece of Inbound Marketing.
A different Marketing Professional wrote each section, so every page provides a unique spin. Exciting, huh? We wrote section "C" for Conversion Path so check it out!
Get it, read it and love it (even if you're just curious what the heck we came up for the letters Q, X and Z).
It’s just in time for the new school year!
Jillyn Dillon has joined Kinoshita Communications as account supervisor. Jillyn will be responsible for developing and implementing inbound marketing campaigns for clients and overseeing Web design, programming and development for the agency's eight clients.
Previously, Jillyn served as a senior competitive intelligence analyst for Northrop Grumman in Washington, DC. There, she specialized in analysis and market expansion strategy for the Asia and Asia-Pacific regions with an emphasis in Korea, India, Australia and Malaysia. Jillyn is working on inbound marketing projects for Brilliant Studios, Hawaii Resort Homes and providing CSS and Web programming support to Payday Workforce Solutions.
Jillyn holds a Bachelor of Science in information systems and an MBA in marketing and finance from the University of Southern Mississippi. She is HubSpot Inbound Marketing Certified and will be helping clients attract strangers, convert visitors, close leads and delight their customers.
Dillon’s appointment comes as Kinoshita Communications LLC expands to provide on-site services from Honolulu. Agency principal Laura Kinoshita was in Honolulu to teach the Online Reviews and Recommendations Course at Pacific New Media (UH Manoa Outreach College) and was also a featured speaker at the August Social Media Club Hawaii Chapter's event "Small Budget: Big Results."
Is your online reputation where it should be? What do your customers see when they search for your name? Would you like to know what to do when your business receives a bad review?
I will be teaching at UH Manoa Outreach College on Saturday, August 10th starting at 9am. In three hours I will teach you what you need to know.
Your Online Reputation Matters! Learn how to use TripAdvisor & Yelp to increase referrals to your business.
You’ll learn the most effective ways to ask for customer reviews and how to use editorial content and special offers to enhance your listing. We’ll go over free and paid listings, ninja marketing tips for improving your scores, discuss the importance of getting to know Hawaii’s top destination experts and how to follow the important Rules of Engagement.
When: Saturday, August 10, 2013
Where: UH Manoa, 2500 Dole Street, Honolulu, HI 96822
Time: 9am to Noon
Room: Krauss Hall 12
About Your Instructor:
Laura Kinoshita is an award-winning social media strategist with 15 years experience in marketing and public relations. In 2012 she won the PRSA Koa Anvil Award for a campaign that generated more than 20 genuine 5-star customer reviews and a 10% increase in bookings in less than six months. Laura has successfully worked with retail shopping centers and restaurants to turn digital communities into real-world customers. She was voted as one of Hawaii's Top 15 most influential people on social media at the 2012 Social Media Awards. Need Distance Learning?
Leave a comment below and I will tell you about your distance learning options. Or message me on Twitter @lkinoshita.
Social media is an invaluable tool when it comes to policing and the Honolulu Police Department has just been ranked as one of the top departments in the nation.
An independent assessment by MPHProgramsList.com ranked HPD 13 out of 50 in a list of "Most Social Media Friendly Police Departments"
The recognition comes after a survey of 600 citizens found that 70% had a Facebook profile and said they wanted to receive updates from the Honolulu Police Department.
Kinoshita Communications is an award-winning, public relations and social media strategy firm, led by Laura K. Kinoshita, a 20-year veteran of public relations and 12-year resident of the Hawaiian Islands.
Prior to working with Honolulu Police Department, Kinoshita Communications provided an overview of social media in law enforcement for the Hawaii State Law Enforcement Officers Association (HSLEOA) in 2011:
The Honolulu Police Department hired Kinoshita Communications LLC following a competitive bidding process for online community engagement services several months later.
Multiple meetings then took place with HPD division heads, internal stakeholders and community residents to ensure a research-based approach in developing an online community engagement strategy.
The Honolulu Police Department was recently featured in a television newscast following the successful use of social media during a partial evacuation of Waikiki resulting from a suspicious package left at a popular shopping center:
Hawaii News Now - KGMB and KHNL
In working with the Honolulu Police Department, Kinoshita Communications helped the department kick off its first year as a Virtual Unit and provided training in the following areas:
- Understanding Social Media and Its Impact on Culture
- Developing a Social Media Policy for Law Enforcement
- Impacts of Social Media in Law Enforcement: Protecting Officer and Career Safety while Serving the Public
- Mitigating Risks of Social Media: Safety Measures and Privacy
- Duties of a Social Media Liaison
- Fundamentals of Twitter for Law Enforcement
- Facebook Fundamentals
- Advanced Strategies for Facebook
- Time-Saving Tools
- Setting Goals: Measurement and Analytics
- Live Web Introductions to Fellow Officers Using Social Media
Case studies, research and ongoing consulting helped extend and reinforce the training curriculum.
Benefits of Social Media in Law Enforcement:
Thousands of citizens now receive HPD Twitter alerts or updates in their Facebook timeline. Posts consist of public safety concerns and requests from the public to help solve crimes, as well as other policing information.
Tips received via social media have helped the police identify eight suspects and have directly led to citizen arrests. Road hazards, evacuation routes and warnings about suspicious activities also help keep the community informed and safe.
Online sites like Facebook and Twitter are dramatically expanding the department's reach, allowing for faster problem solving, better investigation of crimes and stronger community relationships.
To learn what social media can do for your organization, contact us today.
Today's post comes from Craig Robinson. A freelance writer from Qwaya.com – a Facebook ad management tool and helps advertisers organize their campaigns.
It’s not a threat that crosses the mind of the average, social media businessperson, but your information is at great risk any time you log onto the Internet. There are always hackers out there looking to steal your personal information, and even if they’re not going to access your monetary accounts, they can still do a lot of damage to your overall brand.
Nobody wants to deal with online hacking, especially on social media, but it’s a fact of Internet life that we all have to face. So if you’re a company using a site like Facebook, you have to take steps to ensure your safety.
Staying safe is about learning a two-tier system: Things that you need to be aware of, and safe practices to adopt for your business dealings.
Tips for Your Social Media Safety: Awareness
1: Suspicious Links
Does that link you just received look a bit suspicious? Is it structured like “w/.ci.491/” or in another unrecognizable format? There’s a difference between shortened links you’ll see with sites like Twitter and malware links sent by hackers. But hackers can also stuff malware inside of legit-looking links, so “suspicious” in this context means to be aware of who it’s from as well.
2: Random Friends
As noted above, who the link is coming from is important. Not every “friend” you have on Facebook is actually a friend. Some are spam or troll accounts just looking to leverage you into clicking a link. Beware of anything sent to you from anyone you don’t know.
3: Private Messages
A private message seems a lot more personal than a random post with a random link. But does that mean you should trust it? Hackers are banking on the fact that you’ll view a PM as nonthreatening. Beware of the PMs!
A malware link or another virus might not be aimed at you directly. It could be aimed at a general audience and accessed through someone’s wall posts. If you haven’t got the picture yet, be very cautious about what you’re clicking. Even something you think is an image or a video link could be malware.
Hackers go to great lengths to get your personal information. Hiding malware like key loggers in applications is a popular tactic used on Facebook. Everyone’s looking for cool apps, but make sure you trust the source.
Good Practices to Adopt
Using social media for your business advertising doesn’t require you to give over personal details to people. Make sure no one else knows your personal information, such as account emails, your full name, etc. More often than not, passwords are deduced from the information you give rather than being hacked through malware.
2: The Shell Game
When you think of a shell game, you think of picking the shell you think the object is under only to find that it’s not there. Well, this is what you want to use as social networking security with things like email accounts. Keep your social account emails hidden and use other email addresses to correspond with people.
3: Real-Time Measures
You need some real-time protection to stay safe online, such as real-time scanning systems, notifications, privacy protection, and other pieces of software that act as a strong barrier when something slips past you.
Try to stay informed on the many different ways hackers are penetrating accounts. There’s something new coming down the pike consistently, and what works as defense today may fail tomorrow if you’re not aware of the new tool or tactics used.
5: Ignoring Things
You must learn to ignore things when you’re operating online and especially via social media. While it’s true that most social advertising tips preach the importance of engaging your audience, that doesn’t mean to go around clicking the links people send you. It doesn’t mean to answer every PM. You have to ignore some things that seem suspect. It’s not your duty to open links and files or follow others to a destination.
My friend Larry Levensen at Sigma Web Marketing wrote a nice write up about the State of Inbound Marketing, based on research compiled by HubSpot. He provided 10 Take-Aways. Among them:
- Sixty percent of companies will execute inbound marketing strategies in 2013.
- Marketers allocate 34% of their overall budgets to inbound tactics – 11% more than they dedicate to outbound strategies, like banners, direct mail, and more.
- This year, 48% of marketers plan to increase their inbound marketing spending – the third year in a row that inbound budgets are increasing at a near 50% pace.
If you're in the process of implementing an online marketing campaign that includes a strong, well-optimized website, a comprehensive SEO strategy to improve your website rankings, social integration, online customer service, attention and response to online customer reviews -- then you're well on your way to succeeding at inbound marketing. Congratulations!
But if you haven't claimed your profile on Google Places, or you're inattentive to what your customers are saying about you on Yelp, or you don't know how your TripAdvisor ratings are affecting your reputation, then watch out. I'll be teaching a class about how to manage your online reviews and recommendations on Sat. August 10th.
As Larry explains, relationship marketing is not just about learning how to use a set of tools, its about having a strategic and cohesive marketing strategy well aligned to your business goals. "To see real results, you need to deeply commit to the model and optimize continually," he explains.
That's never been more true. And, it's never been as easy to connect with your customers and prospects. Don't let the opportunity pass you by.
Read the State of Inbound Marketing Report 2013 (No Opt-In Required) and Larry's Summary of 10 Take-Aways
Facebook announced the launch of a new smart discovery engine that, for now, will focus on four areas: people, photos, places and interests.
It uses the power of your own network to give you highly personalized results for your search queries. Results will be ranked according to your friends and friends friends interactions.
Does this mean the end to Google, LinkedIn, Yelp, Foursquare and the rest?
I asked Robert Scoble if I could share his thoughts here, and he agreed. The following is from the discussion on Quora:
Q: Is Facebook's new Graph Search Engine a danger to Google, LinkedIn, Yelp & Foursquare?
Robert Scoble (studies tech for Rackspace): It is a threat, but only in the long-term if the others don't react quickly. I've used the new search engine quite a bit. Yes, it is disruptive to many of those competitors.
Just so you know where I'm coming from, I study how others use Facebook and have built several lists, including these:
But to more directly answer the question.
Let's say you want to find a Mexican Restaurant near you. Where do you go?
Google? Sure. You coud search for "Mexican Restaurants in half moon bay ca" like this: Page on Google.com
You get a list of stuff, some of which have reviews, some of which are noisy intermediaries (http://business.intuit.com directory shows up, for instance). But which one is REALLY good. Which ones do the locals like? Which ones have your friends liked?
Heck, on the Google Result is a restaurant that's been closed for months (brianna's). Google isn't good at cleaning out old stuff (Fourquare, Foodspotting, Yelp, are much better at this).
Now, go do the same search on Facebook with the new Graph Search. You'll see just how many people have checked in at each place (good indication of popularity and frequency), how many people like it (good indication of brand resonance and impulse to come back), and how many of your friends like it. Along with other details. Far more useful.
Notice Brianna's is on Facebook too. I reported that, lets see if it gets removed quickly.
Let's try this on Yelp.
I like Yelp because of the reviews and because of the detail. Also its search is optimized for finding different kinds of Mexican Restaurants.
But what's missing from Yelp? Friends! The reviews are from people you don't know, and it's very hard to figure out who the reviewers are because Yelp doesn't force real names or a real identity system.
Which will happen first? Yelp gets real names and real people, er, friends of yours, or Facebook gets the detail and search quality that Yelp has? I bet on Facebook getting there first.
I like Foursquare for its "explore" feature on mobile phones and also for the tips that people leave on places. But the others clearly have more data. That said, this view doesn't really show Foursquare's advantages well, which are really in the tips for each restaurant (I find they are easier to use and more accurate than your average Yelp review).
Here's the tips for Tres Amigos, my favorite Mexican place in town:
Can Facebook match the tips today?
Nope, but it could within short order just because of the number of people who use Facebook and who write about each place.
I know you didn't bring it up, but let's look at Foodspotting.
Here you can see photos of food, which is really awesome. You also get lots of Facebook-style likes and interactions on the pictures. Do they get disrupted by Facebook's search? No. They offer something that Facebook can't match. Yet. Photos of food taken by real people.
Now, let's look at LinkedIn.
What is LinkedIn really good at? Finding people in business. Some for hiring. Some to help with a project. Etc. etc.
So, here's a search about Twitter on LinkedIn. LinkedIn is really good at this.
Let's do a similar search over on Facebook using the new Graph Search:
Shoot me, but the Facebook one looks warmer because I can see who connects us.
But lets go further. Let's look at Twitter employees who like programming. That's hard to do on LinkedIn because there isn't a common "like" system over on LinkedIn:
Yes. Facebook has done something disruptive. As it gets better it will take value away from the other places that people do searching for things.
Some limitations with Graph Search today:
- No mobile client yet.
- No content searching yet. (No searches like "who on Facebook liked xxxxxxxxx Quora post").
- Very few Facebook members have it yet (and it'll be rolled out "slowly" according to Facebook execs, which means it might be months before all Facebook members have access to it).
- You can't yet use lists in your searches and lots of other searches you will try might not work because Facebook hasn't hooked up the datatypes yet. As Facebook says so far this is really designed for a small number of use cases: searches for location, people, interests, etc. If you want to search for other stuff it'll use Bing for the results.
If I were working at one of the other companies I'd be spending a lot of time thinking about how we would counter the threat of a Facebook search/discovery system. The others have time, but not much.
Will it dent any of the other's profits or such short term? No. This is a long-term threat. But that doesn't mean it's any less disruptive or dangerous.
PR/Communications professionals: Social media marketing is having a profound impact on corporate communications, and traditional methods of marketing and public relations are in decline. It's important to retool your skillset in response.
A marketing survey of 972 professionals familiar with their business’ marketing strategy found that social media marketing channels are maintaining their low-cost advantage. These types of "inbound marketing-dominated organizations," which design marketing programs around their ideal customer prospect, reported a cost-per-lead 61% lower than outbound marketing-dominated organizations, which rely on print or display advertising, direct mail or events.
The lower cost-per-lead finding is remarkably consistent from year to year. Over the past three years studies have showed strikingly similar results. Inbound marketing-centric organizations experienced a 60% and 62% lower cost per lead respectively over the last several years.
For those that question the value of Facebook marketing--akin to those who pondered email marketing in the 90s--the trend for social media marketing is clear. Consumer brands need to be where their customer is. Facebook is the modern equivalent of main street. It's the digital gathering ground. So, companies need to start interesting conversations and show great customer service, as well as genuine concern for their customers. Never has one-to-one relationship marketing been so accessible for advertisers. Marketers can get to know their customers by looking through the profile pages of their fans. See a TV show your fans like? Start a conversation around it, or join a tweet chat. Show how your brand fits into your customer's lifestyle.
Because social media marketing is increasingly affecting the ways consumers make buying decisions, most companies are either maintaining or increasing their online marketing budgets. When asked about the reason for increasing budgets, nearly hald say the reason is due to “past success."
As a result, marketers are allocating more of their lead generation budgets to social media and company blogs.
Companies that rely on their website for new business leads say they are attributing more of their budget to regular and frequent website content, primarily in the form of blog posts. Corporate blogs are an effective way to publish fresh, new pages on topics that are timely and of high interest to ideal customer prospects. Previous studies have found a strong correlation between the number of blog pages on a company's website, and the number of leads that company generates each month.
Blogs had the highest instance of being reported as “below average cost.” 52% of companies who blog indicated leads from this channel were “below average cost.” Trade shows, direct mail, and telemarketing were most frequently ranked as more expensive.
The average budget spent on company blogs and social media, acccording to HubSpot, increased from 9% in 2009 to 21% in 2012. Much of that growth was attributed to social media. In 2010, blogs represented 7% and social media was 8% of total marketing budget; in 2012, they were 8% and 13%, accordingly.
Because social media marketing is so measurable, it's common for marketers to try to make direct connections between their social media marketing efforts and sales. But here is where many mistakes are made. Social media influences many aspects of the purchase process, but it is not well used as a direct selling tool. Here is where social media becomes more aligned with the marketing and public relations department, rather than the sales department.
Social media marketing is about building and reinforcing relationships with customers and prospects. It's also about reinforcing the positive feelings your existing customers have, and perhaps serving as an additional customer service channel. Social media can help new prospects find out about your products and services, but it is most effective when your existing customers share their testimonials and positive experiences with other users. It's difficult for marketers to get away from this "top down" messaging state of mind, but in fact, the most successful marketers in 2013 will be those that facilitate and make possible the peer-to-peer or customer-to-customer interaction. That's where the real change will come from.
For more than 22 years PR/Communication executives have relied on Microsoft PowerPoint. It's installed on more than 1 billion computers and an estimated 350 presentations are given each second somewhere in the world.
But PowerPoint slides confuse more than they help. Diagrams are confusing and there's way much information on each slide. Choices of font styles, colors and formatting are selected by people who have no formal graphic arts training.
Jesse Desjardine, head of social at Tourism Australia is trying to fix bad PowerPoint presentations, one slide at a time. He shared the following tips to improve your next presentation on SlideShare.com.
Jesse's tips also support the conclusions of a May 2012 study in the journal Technical Communication
which found 36% of presentation prep time is consumed by managing graphics and animation features of slide show software. Instead, that time should be better used by developing a story around your presentation, or creatively finding ways to engage the audience. (Thielsch & Perabo, 2012
If your slides are more text than visuals, you may have a "slidument
," a document in the form of a presentation slide-deck that is neither suitable as a presentation nor as a take-home document. Instead, use one of the creative templates inside your word processing program and start filling in the information there. Leave your presenatations slides for connecting to your audience on a personal level only. Share a story, and use your visuals to support your main points.
If you enjoyed this article, you may also be interested in: Death to PowerPoint!
by Bob Parks of Business Week.
Marketers who can write HTML code or use PivotTables in Excel are the most desirable and valuable. But really. How many marketers do you know who can do these things? Not a lot.
So an effort is underway to help PR communication professionals and marketers get the technical skills they need. Flip through the slides below to understand why web design, copyrighting, forecasting, statistics, databases, SQL and SEO are essential skills. There are also embedded links where marketers can learn more about these areas.
For business owners, consider where your business is today and what your goals are for the next five years. Do you have the resources you need to keep your business competitive in the digital economy?
Is a mobile strategy
part of your marketing plan?
Connecting your web, advertising, online marketing, analytics and customer relationship management (CRM) software into one platform has the power to radically transform your organization and help you get more value from your marketing and sales efforts.
We provide custom marketing assessments
to help business owners get a clear picture of where their cost savings could be greatest. We also provide monthly articles to help leverage the power of websites, get more visibility through search, boost conversions and generate sales.
Just click on the button below to get these articles delivered straight to your inbox.