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5 Facebook Tips for Marketers


Facebook in Hawaii

Back in 2009, a friend of mine told me that “no one in Hawaii is on Facebook,” and it inspired me to write this blog post. About the same time, a local Internet marketer also stood up in front of a room full of small business owners and told them all that “Facebook would be dead in five years.” 

Well, it’s now five years later, and just in the state of Hawaii alone Facebook has 470,000 active profiles. Worldwide, the number of users has grown to 1.23 billion and more Americans check Facebook daily than read the Bible.

We're also using Facebook on mobile devices much more than we were five years ago. Today, 91% of Americans have a mobile phone, and 67% of them use it to find businesses. But did you know that less than half of small businesses in Hawaii even have a website? How will businesses without websites get found in a post-Facebook world?

It was only a few short years ago that we first identified a small minority described as "Motivated by Mobility.” They were a rare, and many marketers struggled to explain them. But now, that person is us. All we have to do is look in the mirror.

We’ve gone from talking about who’s online and why to who’s not online and why in just a matter of five years 

As marketing consultants, we want to reach the right people in the right place at the right time, and nowhere is that more possible than on the Web. It's where people are spending increasing amounts of time, including time on Facebook and other social platforms.

So what does this all mean for Hawaii marketers? 

1. Invest in your website and digital marketing. Stop putting this important aspect of your business on hold. You're just slipping behind and making it harder and more expensive to catch up later. Market leaders invest 2.5% of revenue toward digital marketing and you can too. 

2. Invest in social platforms. Google's +1 will help you get found in search and Facebook will help you get others talking about you. Invest an hour each week and encouraage two-way dialogue.

3. Save the sales pitch. People don't want to be sold to on Facebook or social media. Use your relationships to build trust and credibility. Provide value over and over again. Show your sense of style and what you believe in, who you support (but leave the politics and religion out of it.) There will be a time to make the sale later. See #1 above.

4.Don't put all your eggs in one (Facebook) basket. Things are changing fast over at Facebook, and users are moving to other platforms, a trend that will only accelerate in the next two years (Princeton Researchers). Be aware of where people in your community are going and connect with them on thier terms. Be ready for text and SMS apps.

5. Keep growing. Stay active with what's happening and don't take your users or your relationships for granted. Learn what your community wants and give it to them. Investments in your own website will pay you back for years to come.


Turn Facebook Fans into Customers

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Double Platinum Awards Given for Marketing Agency Excellence


MarCom Platinum AwardInbound marketing agency Kinoshita Communications earned five awards in the 2013 MarCom Awards competition, two of which were Platinum.

The MarCom Awards is a creative competition organized by the Association of Marketing and Communication Professionals (AMCP) that recognizes the achievements of marketing and communication professionals across the world. The prestigious Platinum Award is presented to those entries judged to be among the most outstanding entries in the competition. Platinum Winners are recognized for their excellence in terms of quality, creativity and resourcefulness.

One Platinum award was given to Kinoshita Communications for excellence in a Website Element/Infographic on behalf of PAYDAY Workforce Solutions of Orange, Calif. The Infographic provided a one-page summary of new payroll tax laws following passage of the Affordable Care Act. The Payroll Infographic was part of a larger campaign to boost website traffic and new business leads. As part of that effort, Kinoshita Communications received two MarCom Honorable Mention awards, one for the PAYDAY blog and another for a Payroll Toolkit Landing Page. The landing page produced a 49.6% conversion rate.

The second Platinum award was given to Kinoshita Communications for a communications plan developed for MacArthur Sotheby’s International Realty of Kamuela. The marketing plan delineated a clear, 8-step process for unifying all marketing activities under one umbrella and aligning specific tactical initiatives to the needs and desires of ideal target prospects. As part of that plan, Kinoshita Communications provided a detailed Online Content Strategy, which aligned important keywords to the purchase process of buyer personas. That content strategy was honored with a separate MarCom Gold Award. 

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How Long Does It Take for Inbound Marketing to Produce Results?


We often get asked, "How long before we see results?" and our answer is often the same: Plant your seeds, water and take care of your contacts, and soon you'll see tender green shoots appear.

How Long Does Social Media Marketing Take

If you forget to water, or let the hot sun try out your fledgling sprouts, then your results will take longer than someone who watches over their garden every day.

Also, consider whether you're trying to grow a Christmas tree in a desert. Is your industry a fertile field? How competitive is your industry? Are other companies eating away at your garden like birds or garden pests?

All things being equal -- which means you have a good product, good service and can engage in marketing activities -- then the above graph is fairly typical of what you can expect from your inbound marketing campaign in the first 3 months. 


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In the above example, we began optimizing the site for industry-related search terms and began building out all the ways a prospect could engage with the business. The more landing pages and offers your site has, the greater the number of your conversions will be.

On November 1st the client changed their domain name and moved their site to another server, and we stopped tracking the older site. Traffic dropped, but what remained was better traffic and site conversions tripled.

You can read more about Conversions in the ABCs of Inbound Marketing or feel free to request a complimentary website marketing audit for more information about how long it will take to achieve your goals.

Turn Facebook Fans Into Customers

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How to Turn Facebook Fans into Paying Customers



facebook customerWith more than 1 billion users, Facebook is a great platform for reaching your ideal target customer. But what are the best ways to turn that audience into actual paying customers? 

Being able to advise clients on Facebook strategies that provide ROI has been a key to our success, and that's why we've put together this guide on How to Turn Your Facebook Fans into Paying Customers.

This guide will help you to create a strategy that will engage with fans and direct them into a marketing funnel. 

Download this ebook and learn how to:

  • Plan Your Facebook Strategy
  • Direct Fans to Your Company Website
  • Turn Leads Into Customers
  • Close the Loop on Facebook Marketing
  • ...and much more!

Start running a more effective Facebook campaign!

Click the picture of the book below and get your copy today:

How to Turn Facebook Fans into Customers

Google's 'Not Provided' Count: How Marketers Move Forward


As we explained, "Inbound Marketers Could Benefit From Google's Hidden Keywords," marketers are scrambling to figure out how to move forward from Google’s supression of keywords. As of November 13, nearly 80% of all keywords associated with Google Search were "Not Provided" to Web publishers.


Google not provided count

Despite the fact that Bing and Yahoo still provide keyword data, together they currently control just about 30% of the online search market. As a result, many marketers who relied heavily on the keyword data for their inbound marketing campaigns are feeling left in the dark.

But there's a hidden benefit to this many are not considering. By not focusing so heavily on keyword data, inbound marketers are forced to focus on what matters most: providing highly valuable content tailored to their ideal customer prospect, or buyer persona. It may take a little extra thinking, creativity, research, and some good old-fashioned trial and error – but coming out of this guns blazing is a surefire way to prove that you really are a marketing pro.

To get you started, we have a little marketing trick to help you quickly find the best keyword phrases for your online marketing campaign.

You have already seen Google's Auto Complete (or Auto Suggest) feature. That's the phrase that pops up underneath the search bar and predicts what users want before they've even finished their request

So, go ahead and type in phrases related to your products and services using phrases such as "best" or "how to" or "how can I" and see what Google's AutoComplete feature says are the most common and most-used keyword phrases.

Here is a screen shot of what this would look like for a credit union marketing campaign: 

best credit union

Bingo! Google has done all the work for you!

See all the great things you could blog about? Any one of these phrases would be a great blog post title! And these are the most popular searches overall! What a great opportunity to reach your ideal target customer!

Now go ahead and get even more search results with similar phrases such as: why credit unions, credit unions how, best credit unions, etc.

Use these suggestions in the headline of your next blog post, subheads, anchor text and content and you'll be helping your readers by giving them the information they need most!

With this very simple work-around, inbound marketers can still discover the words and phrases people are using to find the best content. Focus on what people need and want most (price lists, comparison reviews, product features and services, how-to guides, instructions, etc. and you'll see growth in your traffic.

Note: Keep in mind results are based on the most common keywords and phrases for a particular geographic region and language, as well as your own personal browsing history. A person searching for something in Boston will see different results than a person searching from San Diego. So be sure to use "Private Browsing" or an "Anonymous Browsing Window" for the most accurate results. If you don't know what these are, leave a Comment below and we explain further with links to resources.

But overall, Google's Auto Complete feature is a great way for inbound marketers to discover the best keywords and still continue to develop the most useful content, even without the intelligence of Google's keyword data. 

Do you have a marketing hack or loophole around the Google Not Provided count? aka the encryption of keyword data? We’d love to hear it! Let us know in the Comment section below.


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7 Scary Things You Probably Didn’t Know about Facebook


Do you know the full extent to which Facebook uses your personal information?

Few people do.

The following is based on actual published news accounts and interviews with Facebook employees:

1. Facebook keeps everything, forever.

By far the biggest misconception is that once you “remove” or “hide” something on Facebook, it’s gone forever. Not true. Whether you’ve deleted, untagged, hidden, removed or interacted with anything, Facebook keeps a record of it. Click on a profile, upload a photo, update your status, change your profile, Facebook remembers. This is how they keep track of who your best friends are and make the site so engaging and satisfying to use. When you type a letter in the search box, what appears isn’t arranged alphabetically, but rather who you interact with the most. The Friends that appear first in search arearranged according to who you send messages to the most, or whose profile you view the most, or people you interact with the most. So Facebook needs to keep track of every message, chat and poke. They even keep track of which people you are tagged in photos with, and how often.

2. Facebook has multiple versions of every photo you’ve ever uploaded.

When Facebook saves photos, they don’t just make a copy of the original, but instead they make multiple copies to use in various ways. For example, they store one version for the newsfeed, another version for your profile, another for your timeline and so on. And each photo that is uploaded to Facebook carries with it the metadata that digital cameras include with each image. This type of data often includes the manufacturer of the camera, themodel number and even its serial number, as well as properties such as shutter speed and exposure time. On some cameras, such as the iPhone 4, metadata can also include the precise GPS location of where the photo was taken.

3. Facebook stores multiple data “snapshots” throughout the day.

Snapshots include every viewable screen, and every piece of data behind every screen. These “snapshots” are taken every hour, of every day, of every month, for every year. That’s how Facebook can provide timelines that go back to the day you were “born,” (or the day you started using Facebook.) This data is stored in multiple data centers around the world, including San Francisco, New York and London. In each data warehouse there are approximately 10 thousand servers, and each location has essentially the same data on it as every other location. If a world disaster ever brought the entire Internet down, Facebook could be back online within just a few days, regardless of where the disaster took place.

4. Facebook engineers can look at any message, chat or photo without having to login to a specific profile.

In the early days of Facebook there used to be a “master password” which allowed a few engineers view any user’s profile from within Facebook headquarters, but practically speaking, the use of a password is irrelevant for an engineer who has access to Facebook servers. “It’s just for style,” said one employee. That’s because everything uploaded to Facebook is saved in a simple database. Whether deleted or not, every message, chat history, photo and so forth lives on in a database that can easily be accessed by Facebook engineers.

5. Facebook keeps track of every device you use, and how often.

A privacy group named Europe v. Facebook discovered this fact when they requested a copy of every piece of data Facebook had on record for two European Facebook users. One of the Facebook profiles contained more than 880 pages of information. Included among the messages, chat history, photos and viewing history was also a record of every device the person used to access their profile on Facebook, including how often they logged in from each machine, as well as all the other Facebook profiles which had ever been accessed on that same machine.

6. Facebook uses scientific research to make its site as appealing and addictive as possible.

When Facebook wants to introduce new features, they conduct a variety of scientific tests to find out which ones will be the most emotionally appealing and engaging for the greatest number of users. For example, Facebook used eye-tracking tests to find a better way to display photos. Testing revealed that one design improved the number of page views by 77% while also reducing bandwith and page load time. That test changed the way photos are displayed on Facebook.

7. Facebook’s “Frictionless Sharing” enables the site to track your browsing activity even after you log out of Facebook.

With frictionless sharing, once you approve a website or application to interact with Facebook, all your activity on that website and application will be  automatically shared with Facebook, whether you’re logged into Facebook or not. The Electronic Privacy Information Center filed a complaint with the FTC saying that Facebook puts secret, persistent identifiers in users’ browsers. Privacy advocates also complain that the process for people to opt-out of frictionless sharing is confusing and impractical. Facebook responds by saying they provide more granular control of data to users than any other site, and that their privacy controls are superior.
So, what can you do to better protect your data? Read the Terms of Service and Privacy Policy for all the sites you use most, starting with Facebook, Google and iTunes. Facebook allows you to download an archive of everything you’ve ever uploaded, but be careful—once you have a copy then you will need to make sure it doesn’t fall into the wrong hands!

Do Marketers Have to Give Up Their Privacy to Be Successful?


The following is a guest post from Adam Penenberg about the information that others can learn about you from what you share online. As inbound marketers and social media consultants our personally identifiable information is exposed in ways that make this relevant.

So, In honor of Halloween, I present to you one of the more frightening articles of the season:

I challenged hackers to investigate me and what they found out is chilling (via Pando Daily)

By Adam L. Penenberg On October 26, 2013It’s my first class of the semester at New York University. I’m discussing the evils of plagiarism and falsifying sources with 11 graduate journalism students when, without warning, my computer freezes. I…

If you enjoyed this, you may also enjoy my other scary article:

(provided by Laura Kinoshita)


7 Scary Things About Facebook


Inbound Marketers Could Benefit From Google's Hidden Keywords


All Google keyword data will soon be encrypted or "Not Provided" to online marketers with the exception of advertising clicks on keyword ads. That means keyword data marketers used to rely on for search optimization will now be listed as “Not Provided” – ouch!

marketers react to not provided count

Why Are Google Keywords 'Not Provided'? 

No one knows for sure, but back in 2011 Google added more privacy protections and began blocking search history from those logged into their Google account. More recently, Google extended this privacy and keyword data protection to all searches made within the Chrome, Safari and Firefox browser search bars.

Now, any search that goes through Google is encrypted and will not be passed through to various analytic tools. The only exception is that advertisers will continue to see keyword data associated with clicks on their Google Ads.

Why Is Google Encrypting Keywords? 

Some are speculating this may be Google's way of preventing federal and international agencies (such as the NSA) from spying on private citizens. Others speculate these privacy protections are in response to Facebook's ($FB) criticism of Google's privacy policies. By encrypting keyword data, Google is increasing privacy protection for users and arguably the value of the company ($GOOG).

Remember, Google was referenced heavily by the U.S. National Security Agency as a provider of data included in the PRISM surveillance program, according to secret documents released by Edward Snowden in June of 2013. Google denies any participation in the PRISM program, but the suppression of keyword data could be an added layer of protection. The move to encrypt keyword data could also be an attempt to ease the pressure they’ve been feeling from other search engines, such as Duck Duck Go, a company founded on the promise of "a secure and anonymous search" for their users.

Another reason for the move could be to generate more revenue. Google makes most of its money from advertisers, and recently blew the lid off its Q2 earnings. This policy shift may be a strategy to push marketers towards Google Adwords, where they can see the keyword data.

Finally, Google may be supressing keyword data as a way to fend off keyword clutter. Google processes more than 25,000 terabytes of data (25 petabytes) every day. Perhaps this is an attempt to improve the Google user experience.

How Much Longer Will Marketers Have Keyword Data? 

Most analysts expect Google’s “Not Provided” count to reach 100% on or around November 30, 2013. Marketers have already seen an increase in the “Not Provided” section of their analytics reports. The change is rolling out across the U.S. first, and then moving to other countries worldwide.

What Can Inbound Marketers Do?

Don’t panic! This could actually be a positive thing for Inbound Marketers. Why? Because without keyword data you will need to focus even more heavily on doing what we know works best – creating extraordinary value for your users. Users will continue to search for solutions to their problems, and as long as your content continues to solve problems for your ideal customer prospects, they will continue to find you.

This could even be a good thing, as this will deter less ethical marketers from "spamming" the Web and generating lots of content clutter. That means quality content will have an easier time rising to the top!

Without the distraction of keyword clutter, search engines will have an easier time giving Web users what they want -- solutions to their problems. 

Just stay focused on what your ideal inbound customer avatar needs from you and what your value to the marketplace really is. Pay attention to how your users interact with your site, and create content the closely aligns to the purchase process. You will find your marketing analytics in other places.

Embrace the next phase of inbound marketing and use it to your advantage now, before others figure it out!

While others are scrambling to figure out how to work in the dark, you can be focused on topics of most interest to your customers.

- by Laura Kinoshita

ABCs of Inbound

2013 Social Media Summit Coming to Honolulu October 25 and 26


2013 social media summitThe folks at Hawaii Tech Events are bringing the Honolulu Social Media Summit, October 25 and 26, to the Neal Blaisdell Center from 9am to 4pm.

Panel sessions will feature Hawaii’s top social media experts: 

Social Media Summit Day 1: 

Social Media Summit Day 2:

*These panels will include Kinoshita Communications' founder and president Laura Kinoshita

Other featured social media speakers include: 

Peter Shankman: “Being Sociable-Why Posting & Tweeting is Nowhere Near Enough”
Nick Unsworth: “How to Build Authority and Attract Ideal Clients Using Facebook Marketing”
Adam Singer: “Social Media Analytics”
Yan Budman: “Crowd Source Funding”
Elijah Yip: “Technically Legal: A primer of Social Networking and the Law”
John Chamberlin: “Social Media-Is it About You or Them?”
Poni & Andrew Askew: “Building a Mobile Food Community”
Sue Kunimune: “ Beyond LinkedIn 101-Building and Expanding Your Reach”

Tickets to the 2013 Social Media Summit are available here

Event details:
• Hawaii Social Media Summit October 25-26, 2013; 9:00am- 4:00pm
• $200/ticket (2 Day Pass)
• Hawaii Social Media Expo October 25-26, 2013; 10:00am-3:00pm.
(Expo is free and open to the public)

-By Laura Kinoshita

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Kinoshita Communications Hires Ali Catalano as Account Coordinator


Hawaii marketing agency Ali CatalanoSocial Media Strategist and Marketer Ali Catalano has joined Hawaii-based marketing and PR firm as account coordinator. Ali will be responsible for developing and implementing inbound marketing campaigns for clients, as well as social media management and development.

Kinoshita Communications is Hawaii’s award-winning inbound marketing agency, offering hybrid marketing, PR, social media management, SEO services and pay-per-click advertising to small businesses.

Previously, Ali worked as an editorial PR and social media intern at in Boston. She also runs her own social media management company, Map Media, working with clients on a freelance basis.

Ali will be working on inbound marketing projects for Hawaii Resort Homes, Alzheimer’s Care Consultants, Brilliant Studios and more.

Ali holds a bachelor of arts in communication and writing from the University of Tampa. She is HubSpot Inbound Marketing Certified and will work directly with clients in expanding social media presence by creating and sharing stellar content to reach each client’s target audience.

Kinoshita Communications recently became the inbound marketing consultant for one of the top destination wedding photographers in the Caribbean, located in the Turks and Caicos Islands. The agency also works with clients headquartered in Miami, Boston and Southern California. 

Ali will be based out of Kailua-Kona, working closely with clients in West Hawaii. Kinoshita Communications has offices in Honolulu, Kailua-Kona and Kamuela to provide marketing services statewide and beyond.

Since 2007 Kinoshita Communications has been providing award-winning marketing solutions to small businesses. The agency, an SBA Award Winner, specializes in helping turn website traffic into more new business leads and sales. For a complimentary inbound marketing assessment contact the team at:

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