nacac 2015 - findings from the 2015 social admissions report
TRANSCRIPT
G2. Findings from the 2015 Social Admissions Report
PresentersLara Ramsay, Associate Director of Recruitment, Washington State University, WA
Claire Silva, Associate Director of Admission, Gonzaga University, WA
Gil Rogers, Director of Enrollment Insights, Chegg, CA
Andrew Wilson, Product Manager, TargetX, CA
Tyler Kreitz, Accounts Manager, TargetX, CA
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Selfies, Snapchat, So What?
• We are in a period of rapid change with respect to what tools and resources students use and how they use them.
• Social media and digital tools continue to be a valuable yet misunderstood part of an enrollment office’s recruitment arsenal.
• There is a balance between being an early adopter and being strategic and focused on your goals.
Selfies, Snapchat, So What?
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Methodology
BackgroundGet robust insights into high school students’ use of social media, in general, and when selecting a college
MethodologySurvey invitations were emailed to Chegg high school seniors
Survey DatesOctober 27– November 17, 2014 Past Social Admissions Report fielded in Q2 2014, Q4 2013, Q1 2013 and Q3 2012
High School Students 1,611 surveys completedWeighted data to 42% male, 58% female
Methodology
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1-3
4-6
7-10
+10
33%
39%
20%
8%
Ethnicity
CA 13%
GA 4% FL 5%
MI 5%NY 5%
PA 4%
TX 10%
Top States of Residence
Number of Schools Applied To
Respondent Breakdown
African Ameri-
can18%
Asian7%
NHPI1%
Two or More Races
9%Prefer Not to
Answer8%
White56%
AIAN1%
Respondent Breakdown
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Digital DominationDigital Domination
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Today’s high school students were born when Google began and in grade school when Facebook took off
Recruiting the iGeneration
Instant Gratification
After you contact a college representative, how soon do you expect to hear a response?
Instant Gratification
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Personalization
How much do you agree with the following statement: “I would like to receive communication from college admissions tailored specifically to me.”How much do you agree with the following statement:
“I would like to receive communication from college admissions tailored specifically to me.”
Personalization
Which of the following online resources you have used to research colleges?
Top Digital Tools
76%
56%50%
39% 36% 35% 34%28%
19% 18%14% 13% 12% 10%
Top Digital Tools to Research Colleges
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Informative Social
Specialized
NEARLY 90%INDICATED
USING AT LEAST
ONEOF THESE
8 SITES
Segmenting Digital Tools
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Digital Tools
Students use these tools to ask:How do I get in?What majors does your school offer?How do students like it there?
Digital Tools
Social Networks
Students use these tools to ask:Are the students there like me?Will they like me?Will I like them?
Social Networks
Most Useful for College Research
How useful were the following types of sites during your college research?
Social media sites
Ranking sites (e.g., US News and World Report)
College review and scholarship sites_x000d_(e.g., Chegg, Niche)
College and university sites
8%
14%
31%
50%
16%
27%
42%
36%
33%
34%
22%
11%
23%
9%
3%
1%
Extremely useful Very useful Somewhat useful Not very useful
College .edu is a marketing vehicle for prospective student outreach73% indicate
very-extremely useful
Less than 1/4indicate very-extremely useful
Most Useful Sites for College Research
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Insights on Digital Tools
Differentiate between digital and social toolsWhile it may be appropriate for a youthful member of your team to manage your social networking presence, this person may or may not be the best fit for managing your entire digital recruitment strategy.
Nearly 90% of studentsReport using one of the sites in the Chegg network for their research. These sites are oftentimes the first (and even last) stop on a student’s college search.
Digital sources are used for discovery and information gatheringAn effective digital recruitment strategy focuses on reaching students on the channels they use, when they are using them.
Insights on Digital Tools
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Mobile ManiaMobile Mania
Savvy Consumers
Which device did you primarily use to research colleges?
51%Laptop
28%Hand Held
Device
21%Desktop
Device Used to Research College
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College Research on Mobile
81%
40% 35% 33%
18% 14% 13%7%
Which of the following have you done on a mobile device when considering which colleges to apply to or where to enroll?(select all that apply)
4 in 5 students visit college websites on mobileOne-third submit a college application
College Research on Mobile
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College Websites on Mobile
How frequently do you visit college websites on a mobile browser?How would you rate your mobile experience interacting with the college websites?
Excell
ent
Okay
Challen
ging
Not applica
ble
17%
62%
11% 10%
Once a day20%
Once a week39%
Once a month
10%
Every once in a
while31%
3 in 5 students access college sites on a mobile device at least weeklyThe experience meets needs but could be improved
Frequency of visiting college websites on mobile
Quality of experience on mobile site
College Websites on Mobile
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Mobile Browsing & Mobile Apps
Mobile Browsing
• Your institution’s website is the first marketing tool for attracting and engaging prospective students.
• Mobile browsing is a key element during the discovery phase of college search.
Mobile Apps
• Improve student experience through the funnel.
• Faster, easier access to information and people once students have demonstrated interest in your institution.
• Provide a two-way, direct form of communication thanks to push notifications, student preferences, etc.
Mobile Browsing vs. Mobile Apps
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Private Messaging
Private messaging apps continue to gain groundOver HALF of students use WhatsApp or GroupMe
What...
GroupM
eYik
Yak
Whispe
r
FireC
hat
Secre
tOthe
r
43%
35%
21%
14%
4% 3%
23%
Other includes:
FB Messenger
Kik
Have you used any of the following messaging apps?(select all that apply)
Private Messaging Apps
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App Happy
For what purpose would you download an app from a college?(select all that apply)
Updates on admissions in-formation
Learn college-specific in-formation
Submit a college applica-tion
Communicate with college reps
Take virtual campus tour
68%
57%
48%
43%
42%
2 in 5 students would download an app to communicate with college reps
Top Reasons to Download App from a College
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Text Messaging & Private MessagingText Messaging vs. Private Messaging
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Mobile Mania SummaryInsights on Mobile Mania
Affinity is everythingKnow the differences between responsive web design, mobile web apps and native apps, and how students’ interest in your institution should influence your mobile strategy.
R-E-S-P-E-C-TAs restrictions around student data and privacy increase, understanding boundaries is key. Consider howprivate messaging through a native app compares to opt-in strategies, like texting.
Don’t be fooled by the hot new thingTraditional channels, such as email, are still relevant, but for new reasons. Email is a way to storeTransactional information, while “de-bundled” apps are more influential for students as they connect withschools before enrolling.
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Social SmartsSocial Smarts
Facebook Twitter Instagram Tumblr Pinterest
89%
44%
29% 27%
19%
88%
48%
38%
30% 30%
87%
51% 48%
33% 31%
83%
55%62%
40% 40%
82%
54%
64%
26%
37%
Q3 2012 Q1 2013 Q4 2013 Q2 2014 Q4 2014
Year over year comparisonHow often do you use the following different social media websites?
Visual-first networks continue to outpace the competition
Shifts in General Social Media Use
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Snapchat
Google+
YouTube
2%
6%
7%
12%
18%
9%
11%
2%
3%
9%
9%
9%
8%
13%
4%
4%
13%
9%
8%
15%
17%
4%
1%
6%
5%
4%
10%
9%
8%
7%
12%
13%
10%
20%
17%
Multiple times a day Once a day Once a week Once a month Every once in a while
Facebook Isn’t Dead
How often do you use the following social media sites during college research?
Facebook isn’t deadStudents regularly visit visual-first apps for college information
Tumblr 13%
Vine 12%
LinkedIn 11%
*
*Still confusion amongst this audience defining Google+ as a social network versus Google’s suite of tools.
Social Media Use for College Research
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Growth and Fragmentation
Facebook YouTube Instagram Twitter Pinterest
58%
41%
19%
6%
60%
49%
28% 31%
14%
67%62%
48% 46%
20%
2012 2013 2014
Year over year comparisonHow often do you use the following social media sites during college research?
All platforms trending upInstagram has increased by 20 percentage points in just one year
Growth in Social Media Use for College Research
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Online Activities
4 in 5 students have watched a video during their college search
36% 21% 21%46%80%
Watched a video Searched or tweeted a hashtag
Read a student blog
Live chat with admissions rep
Post a ? on college social media
How often have you done the following during your college research process?
Online College Research Activities
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Connections Matter
How important was it for you to interact with the following people via social media during your college research process?
Most important people to interact with on social media77% admissions counselors
74% currently enrolled students
66% other admitted students
Connections Matter
Social Smarts SummaryInsights on Social Smarts
Social is mobile83% of students access social media on a mobile device.
Know your networksFacebook still isn’t dead, but video and visual-first platforms continue to gain ground. This age group understandintuitively how to filter inauthentic, brand-heavy messaging. Make students your story.
Distinguish tool vs. toyIt’s always good to pay attention to the next big thing, but high use does not mean high impact. Strike abalance between trying new things and making the most of your time and resources. Just because students use a tool doesn’t mean they use it for official college information.
Return of exclusivityStudents today understand the risks of social which is why they gravitate towards private networks. Deliver a rich,interactive student experience for admissions instead of latching onto the latest silver bullet.
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[email protected]@targetx
Questions? CONTACT US!
Thank You
[email protected]@targetx
[email protected]@wsuadmissions
[email protected]@gonzagau
[email protected]@gilrogers
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