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E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
E-expectations for HE Web 11
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E-expectations for HE Web 11

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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 Lance Merker, OmniUpdate #eexpect All material found in this presentation, including text and images is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
    • 2. Find All of the E-Expectations Studies Online • noellevitz.com (Papers & Research) • omniupdate.com/assets (White Papers)
    • 3. 2011 E-Expectations of High School SeniorsFAST FACTS THEMES FOR THE STUDY Survey administered by How are parents and students telephone in February similar and different in their 2011 use of e-recruitment assets? 1,089 high school What are they doing with seniors higher education mobile sites? 517 of their parents How do they benefit from social media resources? List source: NRCCUA/ MyCollegeOptions What other online tools are most useful? 95% confidence interval Will e-mail still work as a Margin of error: +/- 3% communications tool? All material found in this presentation, including text and images is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
    • 4. Demographics: Students (1,089) 524 males; 521 femalesEthnicity• American Indian: 1% (12) Public v. Private (multiple responses)• Asian: 6% (61) • Interest in private schools: 38%• African-American: 10% (104) • Interest in public/state schools: 89%• Hispanic: 13% (133) • Interest in community colleges: 16%• Caucasian: 48% (507) • Interest in technical colleges: 12%• Other: 13% (135) • Interest in vocational colleges 8%• Declined: 9% (95) GPA Income • A average: 44% • Lower income: 29% • B average: 45% • Middle income: 52% • C average: 10% • Upper income: 19% • Less than C: 1% Region Program • Midwest: 23% • Advanced HS courses: 22% • Northeast: 23% • General college prep: 65% • South: 28% • Vo-tech courses: 13% • West: 27% Stage Environment Sought • Prospect: 12% • Conservative: 9% • Inquiry: 13% • Moderate: 73% • Applied: 20% • Liberal: 18% • At least one decision: 56% All material found in this presentation, including text and images is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
    • 5. Demographics: Parents (517) Ethnicity • American Indian: 1% (7) 68% of students come • Asian: 4% (20) from families where at least • African-American: 10% (52) one parent attended college • Hispanic: 8% (41) Ethnicity detail: • 78% Caucasian • Caucasian: 52% (270) • 62% African-American • Other: 13% (66) • 55% Asian • 35% Hispanic • Declined: 8% (42) Interest in school type based on parent education level: • If the student’s parent(s) attended College Experience college, they were 10% more likely to • Have attended: 54% be interested in attending a private school • Parents did not attend: 21% • If the student’s parent(s) did not attend • No record: 25% college, they were 10% more likely to be interested in attending a community collegeAll material found in this presentation, including text and images is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
    • 6. COMPARING STUDENTSAND PARENTS
    • 7. 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: 93% of students provide 24% of parents an address that they pose as their check at least once/week student Students and parents place academic program information at the top of their list for Web contentAll material found in this presentation, including text and images is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
    • 8. Students Parents 66% say they’re researching say they’re researching59% with their parents with their student49% say they’re deciding with their parents 61% say they’re deciding with their student80% have a Facebook account 48% have a Facebook account27% have looked at a college/ university Facebook page 12% have looked at a college/ university Facebook page of students with cell of parents with cell phones14% phones have browsed a college/university site 5% have browsed a college/ university siteAll material found in this presentation, including text and images is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
    • 9. WEB / MOBILE USEAND INFLUENCE
    • 10. Choose the Option that Best Reflects YourAttitude about College and University Web SitesIf I don’t find what I need on A bad experience on a school’sthe school’s Web site, I’ll site may have some negative effectprobably drop it from my list. on my perception of the school. 64% 73%All material found in this presentation, including text and images is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
    • 11. What is the first link you’ll look for on a school’s Web site? Cost Financial Aid Scholarship 8% 13% 5% 10% 7% 2% Academic Programs Student Life 38% 42% 7% 6% Housing 1% Enrollment/ Admissions Info Campus VisitAll material found in this presentation, including 24% 21% 3% 2%text and images is the property of Noel-Levitz, Inc. Permission is required to reproduceinformation.
    • 12. 82% of students and 86% of parents own mobile phones Mobile Details: 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%)All material found in this presentation, including text and images is theproperty of Noel-Levitz, Inc. Permission is required to reproduce Housing details (1%)information.
    • 13. For details, see... Pew Internet & American Life (pewinternet.org) • African-Americans and English- speaking Latinos are more likely to own mobile phones than whites and more likely to do more with their phones, including access the Internet • 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”All material found in this presentation, including text and images is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
    • 14. What would students most like to DO ona mobile site for a college or university? 77% 65% 53% Schedule a visit Calculate IM with college costs 64% admissions reps Watch videos 75% 44% Calculate 62% Complete an scholarships Access social online application media assets All material found in this presentation, including text and images is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
    • 15. QR Code ExposureHave you seenQR codes before? 15% yes 14% 6% 4%If yes, have youused them for a yescollege? All material found in this presentation, including text and images is the property of Noel- Levitz, Inc. Permission is required to reproduce information.
    • 16. INTERACTIVE CAMPUS MAPS
    • 17. Use of Campus Maps40% of students have used an 54% to explore 17% to make way interactive map campus through campus 8% to get sense of campus 2% to explore 7% to find specific 7% as alternative layout dormitories location on campus to visit22% of parents 34% to explore 17% to make way have used an campus through campus 10% tointeractive map find a specific location on 8% as alternative 9% to get sense of 10% to explore campus to visit campus layout dormitories All material found in this presentation, including text and images is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
    • 18. Influence of Campus MapsStudents Parents All material found in this presentation, including text and images is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
    • 19. Second- highest rated feature for a mobile siteMore about…CALCULATOR USEAND INFLUENCE
    • 20. Influence of Calculators on Perception 36% of have used 26% of have used a COST calculator a COST calculator 28% of have used a 20% of have used a SCHOLARSHIP calculator SCHOLARSHIP calculatorAll material found in this presentation, including text and images is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
    • 21. Why haven’t you used a calculator on a college or university Web site? Students: 4% 50% 46% parents handling haven’t aren’t seen one interested Parents: 30% 67% aren’t haven’t interested seen oneAll material found in this presentation, including text and images is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
    • 22. More about…SOCIAL MEDIA USE ANDINFLUENCE
    • 23. Facebook Use80% of STUDENTS use Facebook 48% of PARENTS use Facebook Frequency: Frequency: • 30% many times/day • 17% many times/day • 33% once/day • 37% once/day • 22% a few times to once/week • 30% a few times to once/week27% viewed a school-specific site 12% viewed a school-specific site• 15% of these students posted a • 26% of these parents posted a comment or asked a question comment or asked a question All material found in this presentation, including text and images is the property of Noel-Levitz, Inc. Permission to reuse this information is required.
    • 24. Most Appealing Facebook Content Alumni 3% Conversations (by or about) 3%Faculty Comments 3%(programs, classes, rese arch) 8% Athletic Info 16% (games, scores) 10% General Info 32%(news, events, programs) 20% Current Student 26% Comments (campus life) 53%All material found in this presentation, including text and images is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
    • 25. Facebook Influence Students ParentsAll material found in this presentation, including text and images is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
    • 26. Twitter Accounts19% of students follow tweets from a specific college or university = 9%* = 5% *up from 8% in 2010 All material found in this presentation, including text and images is the property of Noel-Levitz, Inc. Permission to reuse this information is required.
    • 27. YouTube and Video Preferences MOST INTERESTING TOPICS?27% of and 17% ofhave gone to YouTube oranother video site to seeresources from schools ontheir lists 48% Student life 31% Academic 31% programs, 43% classes, faculty55% of 43% of 17% 15% and Around campuswill look at videos on collegeand university Web sites 6% Dorms 7% All material found in this presentation, including text and images is the property of Noel- Levitz, Inc. Permission is required to reproduce information.
    • 28. To Blog or Not to Blog? 68% 65% { Never } 9% 11% { Rarely } 21% 19% { Sometimes } 2% 4% { Often } 1% 1%All material found in this presentation, including textand images is the property of Noel-Levitz, Inc.Permission is required to reproduce information. { Always}
    • 29. E-MAIL USE AND PREFERENCES
    • 30. E-Mail Use and Timing86% of use e-mail 80% of use e-mail will give a school a legitimate 93% e-mail address that they check 81% at least once a week When? upon learning 26% of a school 31% when prompted/ 26% requested 21% after completing44% an application 46% 3% after acceptance 5% All material found in this presentation, including text and images is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
    • 31. From 2010 E-Recruitment Practices ReportDoes your admissions office collect If yes, when in the recruitment process e-mail addresses for parents? do you collect the e-mail addresses for (yes responses) parents? (check all that apply) 4-Yr 4-Yr Public Private When students inquire 16.7% 20.4% When students apply 80.6% 85.5% When students confirm their intent to enroll or send in a 8.3% 18.4% deposit When students enroll 13.9% 21.7% On the Web year-round, 24/7 5.6% 15.8% Question not applicable to 2-Year Publics. 2-Yr Public 4-Yr Public 4-yr Private Many more admissions offices are now collecting parents’ e-mail addresses. All material found in this presentation, including text and images is the property of Noel- Levitz, Inc. Permission is required to reproduce information.
    • 32. Your E-Mail Flow After General Info about Your Campus, Focus on Deadlines and Student Status General Information Student’s Status 36% 32% 22% 24% Deadline Reminders Campus Life 32% 36% 9% 10%All material found in this presentation, including text and images is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
    • 33. ConclusionCONSIDER THIS…
    • 34. Are you engaging parents as thoroughly as possible in your e-venues?All material found in this presentation, including text and images is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
    • 35. 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 resourcesAll material found in this presentation, including text and images is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
    • 36. 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?All material found in this presentation, including text and images is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
    • 37. 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 interactionsAll material found in this presentation, including text and images is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
    • 38. Shoot Video, Post, Repeat
    • 39. E-mail is STILL an essential layer in your communication flow Are you getting through to parents? Use e-mail to interconnect Web, social media assetsAll material found in this presentation, including text and images is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
    • 40. Calculated Success Net cost calculators are required by this fall Does your calculator:  Give a clear, complete and realistic picture?  Inspire users (students and parents) to reach out for further engagement?  Encourage users to complete the FAFSA?  Show up on pages within your Web site that make sense?  Play a starring role in e-mail messages and social media posts at crucial times in the enrollment cycle?All material found in this presentation, including text and images is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
    • 41. Presenter Contact InformationStephanie Geyer, Noel-Levitz • Voice: (303) 594-0370 • Email: stephanie-geyer@noellevitz.com • @StephGeyerLance Merker, OmniUpdate • Voice: (805) 484-9400 • Email: lance@omniupdate.com • @lancemerker

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