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Jeremy RexSales DirectorOmniUpdate
E-Expectations 2012
July 27, 20122:15 PM
RBUS 102
Finding answers since 2005Visit 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
Overview Websites Social Media E-Communications
GoalsMethodology
DemographicsOther 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 email 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
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
Prospects 48%
Inquiries 42%
Applicants5%
At least one decision6%
SENIORS in the enrollment process
Prospects 12%
Inquiries 13%
Applicants15%
At least one decision60%
Websites
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 todayWithin 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 website?
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%)
Simple and easy:
73% Juniors
77% Seniors
Cool design/features:
27% Juniors
23% Seniors
Form over Function
Get a feeling for the school:
20% Juniors
16% Seniors
Facts vs. Feelings
Facts, dates, and details:
80% Juniors
84% Seniors
Words are most important:
72% Juniors
76% Seniors
Photos and videos:
28% Juniors
24% Seniors
Photos or Words?
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:
1. Highly interested
2. Somewhat interested
3. Recommended by someone
How Will They Respond to a Bad Website 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
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%) Emails 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 role (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%)o Will give an email address (74%) compared to those who wouldn’t (57%)
Google, Bing, or Yahoo search (67%)o Asian (77%), African-American (74%) and Hispanic (72%) compared to
Caucasian (63%)
Emails 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
Tours, Websites, and Conversations with Students and Staff Are Most Influential
Source: 2012 E-Expectations Trend Report: The Communication Expectations of College-Bound High School Students
Tour Website Talk with a student
Talk with admissions
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
2.47SeniorsJuniors
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 website 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 overdoing it?
Seniors More Likely Than Juniors to Have Viewed a Calendar on a College or University Website
56% Seniors; 45% Juniors
90% say this was a rewarding experience
Looking for: Admissions events (28%) Admissions deadlines (25%) Campus tour/visit events (15%) Student activities (8%) Athletic events (7%)
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%
Have content priorities shifted?
Does the method of engagement change their content goals?
Are juniors looking for different content than seniors?
Content Priorities
First Target Most Important Mobile
Academics 55% 47% 23%
Money 23% 29% 17%
Process 11% 11% 11%
Visit 5% 3% 3%
Campus 3% 5% 3%
Athletics 3% 3% 3%
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
Email from program faculty
Presentations from faculty/students during campus visit
Printed brochures
Descriptions on a website
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
Which of these options does your site offer?
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
Preferred Way to Find List of Programs
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
Email from financial aid staff
Printed brochures
Details on a website
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 2011
No significant difference between juniors or seniors
Calculator Use Decreased
Got a 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
Email messages
Printed brochures
Campus visits
Website 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
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 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
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 Visited a College Campus
Plans to visit: High ability
High income
Private college interest
Using website 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% Juniors74% 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 form
2. Visit options
3. Faculty email links
4. Admissions email links
5. Catalog detail
Inquiry form online?
88% of 4-yr privates77% of 4-yr publics62% of 2-yr schools
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 All ethnic groups higher than Hispanic Visiting college sites frequently Visited at least one school Have received at least one decision
Visited a school page? 69% have “liked” a school’s page
What do they expect in return?36% Info about admissions deadlines and events34% Info about academic programs30% Updates through the news feed30% The name of the school to appear in their “likes”26% Special info they can’t get elsewhere26% Interaction with page admins26% Contact from school about admission25% Photos and videos21% Interaction with other people who like the page20% Posts to share18% 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-yr School
98% of 4-year privates have a Facebook page (70% have a separate admissions page)
97% of 4-year publics have a Facebook page (74% have a separate admissions page)
93% of 2-year schools have a Facebook page (21% have a separate admissions page)
Twitter Use Increased to 27% — Up from 9%
25% follow a school feed—up from 19%
How often do you look at/update Twitter?
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-yr School
Using Twitter?
4-yr private: 37%4-yr public: 44%2-yr school: 14%
19% Use Google+; 10% Include Schools
How often do you look at/update Google+?
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
Using Google+?
4-yr private: 7%4-yr public: 10%2-yr school: 0%
6% Use Pinterest; 5% Pin School Posts
How often do you look at/update Pinterest?
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
Using Pinterest?
4-yr private: 4%4-yr public: 11%2-yr school: 3%
YouTube 62%Tumblr 9%StumbleUpon 7%Storify 1%SCVNGR 1%FourSquare 1%None 7%
Other Social Media Resources Used by Students
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
Is email still a viable tool to reach them?
Is it OK to send them text messages?
Agenda
78% of juniors and 85% of seniors say they still use email 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 email address to schools
Just 5% will give a family or parent account
When?
55% When they ask for it (Juniors 63%; Seniors 48%)
40% Application (Juniors 33%; Seniors 45%)
4% Post-acceptance
1% Never
Email 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?
Make admissions events and deadlines easy to find on your calendar
Experiment with a variety of webcast/ webcam and live chat engagement options
Content Experience Matters
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
Content Experience Ideas
Stop hiding your calculator!
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
Invest in the Right Social Media Assets
Post at least once to twice per week Facilitate dialogue with and between “likers” Give clear calls to action that integrate with
the website 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!
Twitter 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
Email: 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 campus 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?