- Software grants for Pro and Premier versions of Google mapping products:
- Google Earth Pro
- Google SketchUp Pro
- Maps API Premier
- Did you know you already have access to the free versions of these tools to get you started?
- Premium branding capabilities and increased uploading capacity
- The option to drive fundraising through a Google Checkout “Donate” button
- Listing on the Nonprofit channels and the Nonprofit videos pages
- Ability to add a Call-to-action overlay on your videos to drive campaigns
- Nonprofits with over 3,000 users receive a 40% discount on the standard Google Apps for Business pricing. Same great platform and service.
- Nonprofits under 3,000 users receive Google Apps for free.
- Gmail – Email with GB of storage per account, mail search tools and integrated chat.
- Google Calendar – Coordinate meetings and manage resources with sharable calendars.
- Google Docs – Create and share documents without managing attachments.
- Email migration tools – Upgrade to Google Apps without losing existing email.
- Extensibility APIs – Options available to integrate with existing IT systems or 3rd party solutions.
- 24/7 customer support – Phone and email support are available for critical issues.
- Google Grants recipients are eligible to process donations for free through 2011.
- Single login removes complicated processes driving away donations.
- Google security on sensitive donor transactional information.
We get a lot of free stuff from our time in the Twitterverse. Be it gift cards, tickets, or products, there are always brands looking to extend their reach by offering a giveaway. Last week though the model got flipped on its head a little bit. I retweeted a post by the Boston Public Library about the latest and greatest thing to hit The Hub – food trucks. It was an image of a “Food Truck Only” parking spot. A few moments later @PretzelCrisps hit me up asking me if I wanted a snack. Umm… yea! I am a chronic muncher.
The next day Lisa Parady, the Field Marketing Rep, stopped by my office with enough treats for everyone. Actually, it was like 10 bags of Pretzel Crisps. We talked for a bit and Lisa spends her day using search.twitter.com locating conversations where people are talking about food or snacks or just about anywhere she can promote her brand. She then drops of her gift bag of goodies (as well as her energy) to the office quicker than you can retweet your excitement.
My big takeaway is that anything worth doing is worth doing right. Brands often try to dip their toes in social media marketing – looking to find evangelist that will spread their message. Lisa and Pretzel Crisps are creating brand evangelist. There probably aren’t a lot of people out their talking about Pretzel Crisps before this campaign, but you better believe there are a bunch of folks in Boston who are talking now. Great job!
How is everyone doing? I hope our two weeks on vacation were fruitful for your Grant campaigns and you are seeing an influx of new visitors. The next question is, “how do I measure how effective this traffic is on my site?”
Hopefully, you have a website traffic measurement tool in use. Google offers a free one that is really robust and easy to install called Google Analytics. Set up simply requires the inclusion of a piece of code on all the pages on your website. This is something that can be easily achieved through putting the code in the header, footer, or some other element that is on every page. You can find a full Google Analytics setup tutorial here.
Once you have Google Analytics installed on your website you are going to want to link your Google Grant Adwords account with the Google Analytics account. This is to make sure they are both feeding each other data so we can get the best picture of what is happening with your Grant traffic. A complete guide on how to link this is located here.
Pat yourself on the back you now have some very powerful tools setup to measure the effectiveness of your Google Grant. Keep in mind it take about 24-48 hours if you are just setting these tools up to begin to populate with data. Be patient you are going to have more data than you know what to do with very soon.
So what do you do with all this data? There are different levels of analysis. We are a big fan of @avinash on Twitter. Not only is he entertaining, but he knows this stuff better than anyone on the planet. The video below talks about capturing teenager, adult, and ninja metrics. Since we are just getting start lets just worry about capturing some teenager metrics. We have to train to become ninjas.
Last week we talked about conversions and making a list of what the conversion were on your website. This is where we look to measure those conversions. I am just going to talk about the most simple conversion to measure today. This is a conversion where there is an ask on one page on your site (one specific URL) and there is a thank you page confirming the action on another page (a specific URL for the thank you page).
Within Google Analytics you are going to want to setup goals that track when a user has reached those “thank you” pages. This is the complete tutorial of how to setup goals within Analytics. If you have linked your Google Adwords and Google Analytics account together, then the goals will migrate to your Google Grant Adwords account and you can begin to see the conversions reporting right next to the keywords that brought that user to your site. This is a really great feature because it allows you to only focus on those keywords that are giving you a conversion.
There are a few other metrics you might want to keep track of at this beginning stage: (1) time on site, (2) bounce rate, (3) % new visitors. Google Grant traffic will be reported as Google (CPC) within Google Analytics and these three metrics are always good to look at in comparison with the rest of your traffic. If Grant traffic is spending less time and bouncing more times, then it might be important to look at why? Are the keywords your bidding on relevant? Are the landing pages the best they can be? These metrics are just the start, the all-important question of why is what you always need to solve for.
Next week we are going to take a look at the rest of the tools available to Grantees through the Google for Non-profit program. Stay tuned and make sure you are always setting aside some time to dig into your grant. Feel free to reach out to me if you have any questions. I always love to hear how folks are doing and the victories they are having with their Google Grant.
By now you have started to build out some keyword campaigns within you Google Grant and hopefully are getting a new stream of visitors to your page. Great job!
Now what? Start converting this new traffic into donation, email signups, activist, purchasers, or whatever is the relevant conversion for your organization. You probably have more conversions on your site than you realize. Do you have PDFs that are downloadable? Are there signup forms? Is there a donation button? These are all measurable conversions.
There is some more work that goes into setting up measurement of different conversion goals, but the first step is to do a conversion audit of your site. Ideally, you only want to send traffic from your Google Grant to pages where conversions are possible. This is how you get the biggest return on the time investment you are putting into building keyword campaigns and devising new ad copy. Just sending traffic to your site is the start, but it should not be the ultimate goal of having a Google Grant.
Go through your site map and look at every page. You should still have this handy from when we needed it back at the Grant Architecture phase. Now with the site map go through and find those conversions.
What if I don’t have any conversions? Then it is time to start thinking about a few. As a non-profit having a donation mechanism is great way to get a conversion loaded on to your website. As a Google Grantee you have access to free donation processing through Google Checkout until the end of 2011.
To learn more about how to convert your Google Grant traffic get in touch with us. Look forward to next week as we start to work on tracking this traffic through Google Analytics.
The global graphic caused us a bit of a pause because while 10 million people is a lot of people, when you stretch it out not even globally but just in relative terms to the United States population of over 330 million, it’s a small percentage.
As broadband penetration has grown, and as access to sites such as Foursquare have increased, we wonder if we are creating a max-connected minority of tech users. All Foursquare users would make up less than 3% of Americans, if they were all Americans. Yes that would be a smart, connected and savvy 3% but still, pretty small relative to the country.
It’s also a reasonable hypothesis to think that those 3% are also on Facebook, Twitter, maybe a site like Quora and so forth, so the question remains, are we creating a small minority of the over-connected or are tools like Foursquare truly spreading, as their graph suggests?