Date post: | 31-Oct-2014 |
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The E-expectations of College-Bound High School Juniors and Seniors
Stephanie Geyer
Associate Vice President for Web Strategy and
Interactive Marketing Services
Finding answers since 2005
Visit any partner site to find the latest studies, including the 2012 E-expectations of Juniors and Seniors white paper and trend reports for our recent Mobile and Communication Preferences studies.
E-Expectations Research
http://bit.ly/NkfloG
Overview Web Sites Social Media E-communications
GoalsMethodologyDemographicsOther sources
How do they find and use our
sites?Using mobile?What tools?
Content-focused engagement
What are they using?
Do they connect these resources
with their college search?
Is e-mail still a viable tool to reach them?
Is it OK to send them text messages?
Agenda and Study Goals
Telephone survey of 2,000 high school students
• Facilitated in March and April 2012
• List source: National Research Center for College and University Admissions (NRCCUA)
• 95% confidence interval
• +/- 3% margin of error
Methodology
An opportunity to compare their preferences with our practices
Look for this logo to signal data points from the E-Recruitment Practices study of 256 U.S. colleges and universities facilitated by Noel-Levitz via Web survey in April 2012
JUNIORS in the enrollment process
Prospects48%
Inquiries 42%
Applicants5%
At least one decision
6%
SENIORS in the enrollment process
Prospects12%
Inquiries 13%
Applicants15%
At least one decision
60%
Web Sites
How do they find and use our
sites?Using mobile?What tools?
Content-focused engagement
Looking at your site: when? how?
Seniors are looking at college sites more frequently than juniors
Earlier today Within past
7 days Within past month Within past
three months
0%
10%
20%
30%
40%
50%
60%
7%
40%
35%
18%15%
51%
23%
12%
JuniorsSeniors
When was the last time you visited a college/university Web site?
Goals for Site Use
Juniors:1. Gather info
about school, programs and culture (58%)
2. Take next steps in enrollment (34%)
3. Find ways to connect with staff (8%)
Seniors:1. Gather info
about school, programs and culture (47%)
2. Take next steps in enrollment (45%)
3. Find ways to connect with staff (7%)
Form over Function
Simple and easy:73% juniors77% seniors
Cool design/features:27% juniors23% seniors
Facts vs. Feelings
Facts, dates and details:
80% juniors84% seniors
Get a feeling for the school:20% juniors16% seniors
Photos or Words?
Words are most important:
72% juniors76% seniors
Photos and videos:28% juniors24% seniors
Role of the Web in college search similar for juniors and seniors
Little or no role
Very small role
Some role
Significant role
Extremely important role
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
2%
7%
39%
37%
16%
3%
8%
36%
37%
14%Senors
Juniors
Schools that are recommended fare worst
Three scenarios:• Highly interested• Somewhat interested• Recommended by someone
How will they respond to a bad Web site experience?
If they struggle with your site, their opinion of your school will be diminished
High interest Some interest Recommended0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
6%20% 23%
41%
45%47%
53%
35% 30%
No ChangeDiminish OpinionSevere Harm
What challenges did they experience on the last college site they visited?
55% couldn’t find what they wanted because of challenges with the site navigation• Juniors were much more likely to have
challenges finding academic and cost content than seniors
Most effective way to learn about a school’s ACADEMIC PROGRAM OPTIONS
Live chats/webcasts
Blog posts
Social media
Videos of faculty/current students
Independent online sites
Web search
E-mail from program faculty
Presentations from faculty/students during campus visit
Printed brochures
Descriptions on a Web site
0% 10% 20% 30% 40% 50% 60% 70% 80%
29%
30%
38%
43%
50%
53%
56%
58%
74%
68%
24%
31%
38%
43%
48%
50%
55%
61%
68%
71%
Seniors
Juniors
• 41% Browse through an alphabetically-ordered list
• 33% Use a search box• 26% Look through a college or
departmental page for all of the programs within that area
Alpha-ordered list top method for sharing academic program options
Most effective Way to Learn About COST, AID, AND SCHOLARSHIPS
Blog posts
Social media pages
Live Chats/Webcasts
Search
Calculators
Independent online sites
Videos explaining how to apply for aid/scholarships
Presentations from financial aid staff
E-mail from financial aid staff
Printed brochures
Details on a Web site
0% 10% 20% 30% 40% 50% 60%
9%
11%
12%
18%
16%
20%
19%
21%
28%
34%
49%
8%
9%
10%
15%
15%
16%
16%
21%
28%
29%
49%
Seniors
Juniors
23% of all students have used one, down from 36% in 2011
• 31% of seniors had done so, compared to 15% of juniors
Why haven’t they used a calculator yet?• 74% haven’t found one, up from 50% in
2011o No significant difference between juniors
or seniors
Calculator Use Decreased
Got net price calculator?
90% of 4-yr privates77% of 4-yr publics59% of 2-yr schools
Most effective way to learn about a school’s CAMPUS LOCATION AND COMMUNITY
Live chats/webcasts
Blog posts
Social media
Independent sites
Videos
Search
E-mail messages
Printed brochures
Campus visits
Web site details
0% 10% 20% 30% 40% 50% 60% 70% 80%
29%
30%
36%
42%
44%
44%
52%
62%
69%
69%
25%
30%
34%
41%
47%
46%
50%
58%
72%
68%
Seniors
Juniors
• 54% will visit top schools
• 23% will visit all schools
• 5% won’t visit ANY schools because of cost or distance
• 1% have no interest in visiting
4 out of 5 seniors have visited a college campus
Plans to visit:
• High ability• High income• Private college interest• Using Web site frequently• Planning to visit all schools• Further in enrollment process, especially those
with at least one decision or apps submitted
Groups with significantly higher results:
Formal visit?• 59% juniors• 74% seniors
80% of seniors and 70% of juniors expect to “re-visit” schools they’ve already seen
Can they find your inquiry form easily?When they find the content they need on your site, they’re going to look for a way to
connect and engage!
1. Inquiry form2. Visit options3. Faculty e-mail links4. Admissions e-mail links5. Catalog detail
Inquiry form online?
88% of 4-yr privates77% of 4-yr publics62% of 2-yr schools
More than two-thirds (67%) have regular access to a
mobile device• 20% are using tablets• 52% of college-bound
students have looked at a college Web site using a
mobile device
Site optimized for mobile?
35% of 4-yr privates39% of 4-yr publics7% of 2-yr schools
Exposure to QR codes at odds with use
17% of juniors and 13% of seniors have used a QR code related to a college or university
84% said it was a worthwhile experience
Using QR codes?
67% of 4-yr privates61% of 4-yr publics44% of 2-yr schools
Are we over-doing it?
• 32% to see how big/small the campus is
• 26% to learn more about the area around campus
• 24% to get a sense of the buildings and architectural style
• 11% to see the insides of the residence halls
• 4% to see what the people look like
43% of all students have viewed a virtual tour or interactive campus map
• 51% no change• 33% yes, for the better• 12% some better, some
worse• 3% yes, for the worse
Did it change the way you feel about the school?
Virtual tour:40% of 4-yr privates52% of 4-yr publics38% of 2-yr schools
Interactive map:35% of 4-yr privates44% of 4-yr publics10% of 2-yr schools
Webcam use higher among some students of color
75% of students would talk to an admission rep or current student via webcam
• 81% of juniors • 69% of seniors
Underrepresented students are more likely to use webcams for personal use
• 45% overall• Asian (62%) • African-American (52%) • Hispanic (46%) • Caucasian (39%)
Students say they would participate in live chat sessions…
69% of all students would participate in a live chat event with faculty about a specific program
72% would do so to learn more about cost, aid, and scholarships
Student: I’ve heard your engineering program is one of the best. Can you explain why?
Faculty Member: There are a few important factors to consider…
If only we would ASK them to participate in live chat
While 75% of students would chat with college reps via webcam...
only 4% have actually had these online conversations
Online Channels Offered
4-year private
4-year public
2-year school
Live chats 34% 39% 7%
Instant messaging 16% 21% 10%
Web camera 11% 10% 0%
Webcast events 10% 16% 7%
Skype 35% 19% 7%
FaceTime 4% 5% 3%
Social Media
What are they using?
Do they connect these resources
with their college search?
Have you “pinned” anything yet?
Facebook use remains steady at 79%
• 46% have—up from 27% in 2011
o All ethnic groups higher than Hispanic
o Visiting college sites frequently
o Visited at least one schoolo Have received at least one
decision
Visited a school page? 69% have “liked” a school’s pageWhat do they expect in return?
• 36% info about admissions deadlines and events• 34% info about academic programs• 30% updates through the news feed• 30% the name of the school to appear in their “likes”• 26% special info they can’t get elsewhere• 26% interaction with page admins• 26% contact from school about admission• 25% photos and videos• 21% interaction with other people who like the page• 20% posts to share• 18% specific info tailored to user profile
How often do you expect updates?5%
14%
16%
20%28%
7%6% 2% 2%
More than 1x/day
1x/day
Every other day
2x/week
1x/week
2x/month
1x/month
Never
Other
More than 1/x day
1x/day Every other day
2x/week 1x/week 2x/month 1x/month Never Other0%
10%
20%
30%
40%
50%
60%
70%
Student Expectations
4-yr Private
4-yr Public
2-year
• 98% of 4-year privates have a Facebook pageo 70% have a separate admissions page
• 97% of 4-year publics have a Facebook pageo 74% have a separate admissions page
• 93% of 2-year schools have a Facebook pageo 21% have a separate admissions page
Many times/day
1x/day Every other day
2x/week 1x/week 2x/month Never Other0%
10%
20%
30%
40%
50%
60%
Student Use
4-yr Private
4-yr Public
2-year
Twitter use increased to 27% up from 9%
25% follow a school feed—up from 19%How often do you look at Twitter/update? Using Twitter?
4-yr private: 37%4-yr public: 44%2-yr school: 14%
Many times/day
1x/day Every other day
2x/week 1x/week 2x/month 1x/month Never Other0%
10%
20%
30%
40%
50%
60%
70%
80%
Student Use
4-yr Private
4-yr Public
19% use Google+; 10% include schools
How often do you look at/update Google+?
Using Google+? 4-yr private: 7%4-yr public: 10%2-yr school: 0%
Many times/day
1x/day Every other day
2x/week 1x/week 2x/month 1x/month Never Other0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Student Use
4-yr Private
4-yr Public
2-yr School
6% use Pinterest; 5% pin school posts
How often do you look at/update Pinterest?
Using Pinterest?
4-yr private: 4%4-yr public: 11%2-yr school: 3%
Other social media resources used by students:
• YouTube62%• Tumblr 9%• StumbleUpon 7%• Storify 1%• SCVNGR 1%• FourSquare 1%
• None 7%
More than a third (35%) will “check in” while visiting your campus
• 35% will check in• 12% might• 53% would not
(This question asked of any student indicating use of Facebook, FourSquare, Gowalla, SCVNGR or other location-based resources.)
E-communications
How do they find your school? Is e-
mail still a viable tool to reach them?
Is it OK to send them text messages?
Agenda
• Guidance Counselors (74%)
• Friends (68%)• Teachers (66%)• Family (66%)• Coaches (38%)
People, print, and Web resources help them build their list of schools
People
• Brochures/print mail from schools (72%)• Google, Bing, or Yahoo search (67%)• E-mails I get from schools (62%)• The College Board (51%)• MyCollegeOptions (40%)• CollegeWeekLive (30%)• Cappex (12%)• Zinch (8%)• Peterson’s (5%)
Resources
• Guidance Counselors (74%)o African-American (82%) compared to Caucasian (71%)o Web plays extremely important (77%) compared to Web plays
no role (58%)• Friends (68%)
o Have access to a mobile device (72%) compared to those who don’t (60%)
• Teachers (66%)• Family (66%)
o Caucasian (69%) compared to Asian (59%) and Hispanic (58%)
o Parent attended college (70%) compared to parent didn’t attend (56%)
o Have mobile phone (69%) compared to those without (59%)• Coaches (38%)
o Male (43%) compared to female (33%)o African-American (43%) compared to Asian (31%) and Hispanic
(35%)o Inquiries (41%) compared to applied (30%)
More about the PEOPLE helping students formulate their lists of schools
Web search just trailing print
• Brochures/print mail from schools (72%)• Will give an e-mail address (74%) compared
to those who wouldn’t (57%)• Google, Bing, or Yahoo search (67%)
• Asian (77%), African-American (74%) and Hispanic (72%) compared to Caucasian (63%)
• E-mails I get from schools (62%)• The College Board (51%)• MyCollegeOptions (40%)• CollegeWeekLive (30%)• Cappex (12%)• Zinch (8%)• Peterson’s (5%)
More about RESOURCES students use to form the list of schools they’ll consider
Using SEO strategies?
42% of 4-yr privates34% of 4-yr publics21% of 2-yr schools
What resources are most influential?
Tour Web site Talk with a student
Talk with admis-
sions rep
College search sites
Guidance counselor
Brochures College's Facebook
page
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
54.54
4.16
3.84 3.853.7
3.533.38
2.29
4.59
4.12 4.09 4 4.04
3.753.59
2.47
SeniorsJuniors
78% of juniors; 85% of seniors say they still use e-mail at least once per week
Significant differences (higher than others):• Higher ability students (A and B averages)• Asian students• Further in process (at least one decision)
93% will give an e-mail address to schools • Just 5% will give a family or parent account
When?• When they ask for it 55%
• Juniors 63%• Seniors 48%
• Application 40%• Juniors 33%• Seniors 45%
• Post-acceptance 4%• Never 1%
E-mail use remains steady
But, will they open those messages?
97% will open a message from a school of interest
68% will open a message from an unknown school• Juniors 76% • Seniors 63% • B average students 73%• African-American 74%• From the South 73%• Willing to give email 74%• At inquiry stage 73%
60% say it’s OK to send them texts
Especially…• African-American and Hispanic• Lower income• Students from the South• Mobile users
Why not?• Don’t bother me! 58%• Texting is for family/friends 27%• No data plan 6%• I’m not ready 3%• Too expensive 3%• Phone doesn’t text 3%
It might be time to start your texting program, if you haven’t already
Do you collect cell numbers? How do you use them?
4-year private
4-year public
2-year school
Collect cell numbers? 92% 74% 97%
Relationship-building calls 86% 61% 36%
Notifications 40% 24% 57%
Telecounseling call centers 38% 48% 21%
Individual text messages 35% 22% 21%
Mass text messages 16% 9% 18%
Other 4% 15% 11%
Recommendations
Improve customer service experiences on your site
1
6
2
54
3
Segment content by class year and for decision influencers
Invest in your information architecture
Self-service
Using QR codes? Be sure the value-add is clear
Ready for even more mobile users?Test your assumptions about the reality of your user experience
Experiment with a variety of Webcast/Web cam and live chat engagement options
Curate Their Content Experiences
SEO strategies should focus on academic programs
Don’t use your org chart to drive how users find your majors
Make engagement options with staff, faculty, and current students easy to find
Make sure that inquiry form and other engagement options are easy to find and use
1
2
3
4
• Videos and interactive maps help users get a sense of place
• Highlight your visit options—Do you have anything specific for repeat visitors in your Web copy?
• What specific visit/event options are available for sophomores and juniors?
• Preset “check in” locations through Facebook and FourSquare or SCVNGR. Cue site users and visitors that these resources are available.
• Post at least once to twice per week.• Facilitate dialogue with and between “likers”• Give clear calls-to-action that integrate with
the Web site.• Remember to feature Facebook feeds and
specific resources with descriptions that demonstrate value.
• Set up measurement resources and remember to check results.
YouTube
• Carry on! Keep adding and categorizing resources to make it easy for users to find newest or by interest.
• Integrate within your communication flows and between other social media channels.
• Mix up the content focus, style, and production values.
• Measure!
• Develop a specific strategy for Twitter related to your markets and goals.
• Don’t rely on Facebook coupling to carry the day with your content.
• Engage current students (leaders, ambassadors) in tweet strategies.
Google+
• Pull together your content calendar and measurement strategies.
• Experiment with huddles.
• Pull some of your best photos from other assets and build some initial boards, then watch repins and other engagement.
• Consider board development by residence calls, majors, athletics, clubs, and other naturally-occurring groups on your campus.
• Think about “repinnability” of your pins and boards—a little humor can get you a lot of attention.
• Go beyond photos to add video assets to your boards.
E-mail: Still NOT Dead
• Keep it in your overall communications flow mix.
• Integrate messages with your social media editorial calendars.
• Be sure that key message themes from inquiry stage are repeated in your yield flows.
• Are you testing your messages?
• Do you have content-matched landing pages to support engagement and conversion?
• Are you measuring carefully and remembering to check in on the results on a regular basis?
Use the communication channels students prefer
• The conversations students have with campus representatives are impactful
• Students use live chat, webcams, and text messaging frequently… and are open to speaking with camps reps through these channels
• Get a strategy in place to line up with the rest of your communications flow.
• Use texting for key upcoming deadlines and use live chat or webcasts to make personal connections
• Set up a measurement strategy and pay attention to the results
Questions?