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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

Get the ABCs of Inbound

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 Wayfair.com 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: http://kinoshita-communications.com.

Get the ABCs of Inbound Marketing

  
  
  

ABCs of Inbound MarketingA-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! 

Click Here to Get the ABCs of Inbound Marketing

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 Joins Inbound Marketing Agency Kinoshita Communications

  
  
  

Inbound Marketing Specialist Jillyn DillonJillyn 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."

How to Manage Online Reviews & Recommendations

  
  
  

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.

Trip Advisor Reviews

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

Registration: $50

Social media strategist Laura KinoshitaAbout 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.

Honolulu PD Named Among Most Social Friendly Police Departments in the Nation

  
  
  

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"

Top 50 In Social resized 600

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.

Best Ways to Stay Safe on Social Media

  
  
  

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!

4: Posts

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.

5: Apps

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

1: Secrecy

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.

4: Awareness

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.

 

State of Social Media Marketing in 2013

  
  
  

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!

What Is Inbound Marketing

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 

 

 


Is Facebook's New Graph Search Engine a Danger to Google?

  
  
  

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.

 

Onto Foursquare:

 

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:

 

So, conclusions:

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:
  1.  No mobile client yet.
  2.  No content searching yet. (No searches like "who on Facebook liked xxxxxxxxx Quora post").
  3.  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).
  4.  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.
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