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E-expectations of College-Bound High School Seniors and Their Parents (2011))

E-expectations of College-Bound High School Seniors and Their Parents (2011))

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  • Drop from list:Students: 17%Parents: 16%Negative effect:Students: 47%Parents: 57%
  • Pew Internet & American Life:--Teen cell phone users in the lowest income category are the most likely to use their phone to go online.http://www.pewinternet.org/Presentations/2010/Jun/How-do-they-even-do-that-A-Pew-Internet-guide-to-teens-cell-phones-and-social-media.aspx--Technology Trends: People of Color: http://www.pewinternet.org/Commentary/2010/September/Technology-Trends-Among-People-of-Color.aspx--Both blacks and English-speaking Latinos are more likely to own a mobile phone than whites. Foreign-born Latinos trail their Native-born counterparts in cell phone ownership, but this gap is significantly smaller than the gap in internet use between these groups.Moreover, minority adults use a much wider range of their cell phones’ capabilities. Compared with white cell phone owners, blacks and Latinos are significantly more likely to use their mobile devices to:Text message (70% of all African-Americans and English-speaking Latinos use text messaging, vs. just over half of whites)Use social networking sitesUse the internetRecord and watch videosMake a charitable donation via text message (this finding is particularly interesting since white internet users are more likely to have made a charitable donation online—25% of online whites have done so, compared with 17% of African-Americans and 14% of Latinos.)Use emailPlay gamesListen to musicUse instant messagingPost multimedia content online
  • Transcript

    • 1. E-Expectations of College-Bound Students AND Their Parents
      Stephanie Geyer, Noel-Levitz
      (@StephGeyer)
      Reminders:
      • Tweeting? Please use #eexpect
    • Find All of the E-Expectations Studies Online
      • noellevitz.com (Papers & Research)
      • 2. omniupdate.com/assets (White Papers)
      All of the content and graphics in this presentation is
      property of Noel-Levitz, Inc. Permission is required for use.
    • 3. 2011 E-Expectations of High School Seniors
      FAST FACTS
      THEMES FOR THE STUDY
      How are parents and students similar and different in their use of e-recruitment assets?
      What are they doing with higher education mobile sites?
      How do they benefit from social media resources?
      What other online tools are most useful?
      Will e-mail still work as a communications tool?
      Survey administered by telephone in February 2011
      1,089 high school seniors
      517 of their parents
      List source: NRCCUA/MyCollegeOptions
      95% confidence interval
      Margin of error: +/- 3%
    • 4. Demographics: Students (1,089)524 males; 521 females
      Ethnicity
      • American Indian: 1% (12)
      • 5. Asian: 6% (61)
      • 6. African-American: 10% (104)
      • 7. Hispanic: 13% (133)
      • 8. Caucasian: 48% (507)
      • 9. Other: 13% (135)
      • 10. Declined: 9% (95)
      Public v. Private(multiple responses)
      • Interest in private schools: 38%
      • 11. Interest in public/state schools: 89%
      • 12. Interest in community colleges: 16%
      • 13. Interest in technical colleges: 12%
      • 14. Interest in vocational colleges 8%
      GPA
      Income
      • Lower income: 29%
      • 18. Middle income: 52%
      • 19. Upper income: 19%
      Region
      Program
      • Advanced HS courses: 22%
      • 23. General college prep: 65%
      • 24. Vo-tech courses: 13%
      Stage
      • Prospect: 12%
      • 25. Inquiry: 13%
      • 26. Applied: 20%
      • 27. At least one decision: 56%
      Environment Sought
      • Conservative: 9%
      • 28. Moderate: 73%
      • 29. Liberal: 18%
    • Demographics: Parents (517)
      Ethnicity
      • American Indian: 1% (7)
      • 30. Asian: 4% (20)
      • 31. African-American: 10% (52)
      • 32. Hispanic: 8% (41)
      • 33. Caucasian: 52% (270)
      • 34. Other: 13% (66)
      • 35. Declined: 8% (42)
      College Experience
      • Have attended: 54%
      • 36. Parents did not attend: 21%
      • 37. No record: 25%
      68% of students come from families where at least one parent attended college
      Ethnicity detail:
      Interest in school type based on parent education level:
      • If the student’s parent(s) attended college, they were 10% more likely to be interested in attending a private school
      • 41. If the student’s parent(s) did not attend college, they were 10% more likely to be interested in attending a community college
    • Comparing Students and Parents
    • 42. Similarities
      More than 75% of both parents and students say they never or only rarely read blogs on college sites
      Most (86% of and 80% of ) are using e-mail:
      Students and parents place academic program information at the top of their list for Web content
      24% of parents pose as their student
      93% of students provide an address that they check at least once/week
    • 43. Parents
      Students
      say they’re researching with their student
      say they’re deciding with their student
      have a Facebook account
      have looked at a college/ university Facebook page
      of parents with cell phones have browsed a college/ university site
      say they’re researching with their parents
      say they’re deciding with their parents
      have a Facebook account
      have looked at a college/ university Facebook page
      of students with cell phones have browsed a college/university site
      66%
      59%
      61%
      49%
      48%
      80%
      12%
      27%
      5%
      14%
    • 44. WEB / MOBILE USE AND INFLUENCE
    • 45. Choose the Option that Best Reflects Your Attitude about College and University Web Sites
      If I don’t find what I need on the school’s Web site, I’ll probably drop it from my list.
      A bad experience on a school’s site may have some negative effect on my perception of the school.
      64%
      73%
    • 46. What is the first link you’ll look for on a school’s Web site?
      Scholarship
      7% 2%
      Financial Aid
      5% 10%
      Student Life
      7% 6%
      Academic Programs
      38% 42%
      Cost
      8% 13%
      Housing
      1%
      Enrollment/Admissions Info
      24% 21%
      Campus Visit
      3% 2%
    • 47. Mobile Details:
      82% of students and 86% of parents own mobile phones
      14% of students and 5% of parents have viewed a college or university Web site on their mobile phone
      Content priorities for students:
      Enrollment/admissions details (31%)
      Academic information (28%)
      Cost details (13%)
      Student life (7%)
      Scholarship information (6%)
      Campus visit details (2%)
      Housing details (1%)
    • 48. For details, see...Pew Internet & American Life(pewinternet.org)
      • African-Americans and English-speaking Latinos are more likely to own mobile phones than Caucasians and more likely to do more with their phones, including access the Internet
      • 49. Teens who pay for their own cell phone are more likely to do more with those phones
      Search “Teens, Cell Phones and Social Media”
      • Teens from lowest income categories are most likely to use their phone to go online
      Search “Technology Trends among People of Color”
    • 50. What would students most like to DO on a mobile site for a college or university?
      65%Schedule a visit
      64%Watch videos
      62%Access social media assets
      53%IM with admissions reps
      44%Complete an online application
      77%Calculate college costs
      75%Calculate scholarships
    • 51. QR Code Exposure
      14%
      15%
      Have you seen QR codes before?
      yes
      yes
      4%
      6%
      If yes, have you used them for a college?
    • 52. More about…
      Interactive campus maps
    • 53. Use of Campus Maps
      17%to make way through campus
      54% to explore campus
      34%to explore campus
      17%to make way through campus
      10%to find a specific location on campus
      8%to get sense of campus layout
      40% of students have used an interactive map
      7%to find specific location on campus
      9%to get sense of campus layout
      2%to explore dormitories
      8%as alternative to visit
      10%to explore dormitories
      7%as alternative to visit
      22% of parents have used an interactive map
    • 54. Influence of Campus Maps
      Parents
      Students
    • 55. More about…
      Calculator use and Influence
    • 56. Influence of Calculators on Perception
      36% of have used a COST calculator
      26% of have used a COST calculator
      20%of have used a SCHOLARSHIP calculator
      28%of have used a SCHOLARSHIP calculator
    • 57. Why haven’t you used a calculator on a college or university Web site?
      Students:
      Parents:
      50%haven’t seen one
      4% parents handling
      67%haven’t seen one
      46%aren’t interested
      30%aren’t interested
    • 58. More about…
      Social media use and influence
    • 59. Facebook Use
      48% of PARENTSuse Facebook
      80% of STUDENTSuse Facebook
      27%viewed a school-specific site
      • 15% of these students posted a comment or asked a question
      12% viewed a school-specific site
      • 26% of these parents posted a comment or asked a question
      Frequency:
      • 30%many times/day
      • 60. 33%once/day
      • 61. 22%a few times to once/week
      Frequency:
      • 17%many times/day
      • 62. 37%once/day
      • 63. 30%a few times to once/week
    • Most Appealing Facebook Content
      Alumni Conversations (by or about)
      3%
      3%
      Faculty Comments (programs, classes, research)
      3%
      8%
      16%
      Athletic Info (games, scores)
      10%
      32%
      General Info (news, events, programs)
      20%
      Current Student Comments (campus life)
      26%
      53%
    • 64. Facebook Influence
      Parents
      Students
    • 65. Twitter Accounts
      19% of students follow tweets from a specific college or university
      = 9%*
      = 5%
      *up from 8% in 2010
    • 66. YouTube and Video Preferences
      MOST INTERESTING TOPICS?
      27%of and 17% of
      have gone to YouTube or another video site to see resources from schools on their lists
      Student life
      Academic programs, classes, faculty
      Around campus
      Dorms
      48%
      31%
      31%
      43%
      15%
      17%
      6%
      7%
      55%of and 43% of
      will look at videos on college and university Web sites
    • 67. To Blog or Not to Blog?
      65%
      68%
      { Never }
      11%
      9%
      { Rarely }
      19%
      21%
      { Sometimes }
      4%
      2%
      { Often }
      1%
      1%
      { Always}
    • 68. More about…
      E-mail use and preferences
    • 69. E-Mail Use and Timing
      86% of use e-mail
      80% of use e-mail
      will give a school a legitimate e-mail address that they check at least once a week
      When?
      upon learning of a school
      when prompted/requested
      after completing anapplication
      after acceptance
      26%
      31%
      26%
      21%
      81%
      93%
      44%
      46%
      3%
      5%
    • 70. Your E-Mail FlowAfter General Info about Your Campus, Focus on Deadlines and Student Status
      Deadline Reminders
      General Information
      36% 32%
      9% 10%
      32% 36%
      22% 24%
      Student’s Status
      Campus Life
    • 71. Conclusion
      Consider this…
    • 72. Are you engaging parents as thoroughly as possible in your e-venues?
      Web content for parents?
      Recognition that they may appear in your social media channels?
      E-mail communication flows?
    • 73. From 2010 E-Recruitment Practices Report
      Does your admissions office collect e-mail addresses for parents? (yes responses)
      If yes, when in the recruitment process do you collect the e-mail addresses for parents? (check all that apply)
      Question not applicable to 2-Year Publics.
      Many more admissions offices are now collecting parents’ e-mail addresses.
    • 74. Put Your Assets to the Test!
      Facilitate user tests with prospective students and decision influencers on your sites (including mobile)
      Explore how they interact with navigation options, content, images, interactive resources
    • 75. Tackle Your Academic Program Content
      Can mere mortals understand the key strengths and benefits of each of your programs?
      Can they see what career options emerge with this degree?
      Do faculty and alumni stars shine through?
      Is content optimized for search engines?
    • 76. Introduce Your Social Streams
      Drive prospects and their parents directly to your social media assets from e-mail, Web site and direct mail communications
      Look for opportunities to broaden the conversations (and speakers) in your channels
      Redirect some bloggers to focus on smaller interactions
    • 77. Shoot Video, Post, Repeat
    • 78. E-mail is STILLan essential layer in your communication flow
      Are you getting through to parents?
      Use e-mail to interconnect Web, social media assets
    • 79. Calculated Success
      Net cost calculators are required by this fall
      Does your calculator:
      • Give a clear, complete and realistic picture?
      • 80. Inspire users (students and parents) to reach out for further engagement?
      • 81. Encourage users to complete the FAFSA?
      • 82. Show up on pages within your Web site that make sense?
      • 83. Play a starring role in e-mail messages and social media posts at crucial times in the enrollment cycle?
    • Contact Information
      Stephanie Geyer, Noel-Levitz
      • Voice: (303) 594-0370
      • 84. Email: stephanie-geyer@noellevitz.com
      • 85. Twitter: @StephGeyer
      • 86. Facebook: search “Noel-Levitz”