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Highlights from the 2012 E-expectations Study Presented to CASE/Indiana

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  • 1. Highlights: The E-expectations of College-Bound High School Juniors and Seniors Stephanie Geyer Associate Vice President for Web Strategy and Interactive Marketing Services
  • 2. E-Expectations Research 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.http://bit.ly/NkfloGFind all of the paststudies here!
  • 3. MethodologyTelephone 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
  • 4. 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
  • 5. 55% couldn’t find what theywanted because of challengeswith the site navigation• Juniors were much more likely to have challenges finding academic and cost content than seniors What challenges did they experience on the last college site they visited?
  • 6. Content Priorities First target Most important MobileAcademics 55% 47% 23%Money 23% 29% 17%Process 11% 11% 11%Visit 5% 3% 3%Campus 3% 5% 3%Athletics 3% 3% 3%
  • 7. Most effective way to learn about a school’sACADEMIC PROGRAM OPTIONS Descriptions on a Web site 71% 68% Printed brochures 68% 74%Presentations from faculty/students 61% during campus visit 58% E-mail from program faculty 55% 56% Web search 50% Seniors 53% Juniors Independent online sites 48% 50% Videos of faculty/current students 43% 43% Social media 38% 38% Blog posts 31% 30% Live chats/webcasts 24% 29% 0% 20% 40% 60% 80%
  • 8. Alpha-ordered list is the top method for sharing academic program options • 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
  • 9. Most effective Way to Learn About COST, AID, ANDSCHOLARSHIPS Details on a Web site 49% 49% Printed brochures 29% 34% E-mail from financial aid staff 28% 28% Presentations from financial aid 21% staff 21%Videos explaining how to apply for 16% aid/scholarships 19% Independent online sites 16% 20% Calculators 15% 16% Search 15% 18% Live Chats/Webcasts 10% 12% Seniors Social media pages 9% Juniors 11% Blog posts 8% 9% 0% 10% 20% 30% 40% 50% 60%
  • 10. Calculator Use Decreased 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 o No significant difference between juniors or seniorsGot net price calculator?90% of 4-yr privates77% of 4-yr publics59% of 2-yr schools
  • 11. Most effective way to learn about a school’sCAMPUS LOCATION AND COMMUNITY Web site details 68% 69% Campus visits 72% 69% Printed brochures 58% 62% E-mail messages 50% 52% Search 46% 44% Videos 47% 44% Independent sites 41% 42% Seniors Social media 34% 36% Juniors Blog posts 30% 30% Live chats/webcasts 25% 29% 0% 20% 40% 60% 80%
  • 12. Can they find your inquiryform 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 privates 77% of 4-yr publics 62% of 2-yr schools
  • 13. 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 deviceSite optimized for mobile?35% of 4-yr privates39% of 4-yr publics7% of 2-yr schools
  • 14. 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 experienceUsing QR codes? Are we over-doing it?67% of 4-yr privates61% of 4-yr publics44% of 2-yr schools
  • 15. 43% of all students have viewed a virtual tour or interactive campus map • 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
  • 16. Did it change the way you feel about the school? 3% 12% No changeVirtual tour:40% of 4-yr privates For the52% of 4-yr publics 51% better38% of 2-yr schools 33% Some better,Interactive map: some worse35% of 4-yr privates For the44% of 4-yr publics worse10% of 2-yr schools
  • 17. Are students interested in using Webcams to interact with college personnel? Yes No 100% 90% 25% 80% 70% 55% 60% 50% 96% 40% 75% 30% 20% 45% 10% 0% 4% Use Webcam Would talk to Have talked to college rep college rep on Webcam on Webcam© 2012 Noel-Levitz, Inc.2012 E-Expectations Report: The Online Expectations of College-Bound Juniors and Seniors
  • 18. 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%)
  • 19. Students say they would participate in live chat sessions…69% of all students would Student: I’ve heard your engineering program isparticipate in a live chat one of the best. Can you explain why? Faculty Member: There are a few importantevent with faculty about a factors to consider…specific program72% would do so to learnmore about cost, aid, andscholarships
  • 20. If only we would ASK them to participate in live chatWhile 75% of Online Channels 4-year 4-year 2-year Offered private public schoolstudents would Live chats 34% 39% 7%chat with collegereps via webcam... Instant messaging 16% 21% 10% Web camera 11% 10% 0%only 4% have Webcast events 10% 16% 7%actually had theseonline Skype 35% 19% 7%conversations FaceTime 4% 5% 3%
  • 21. Which social media resources do students use at least once per week? Facebook 79% Pinterest 6% YouTube 62% Storify 1% Twitter 27% SCVNGR 1% Google+ 19% Foursquare 1% Tumblr 9% None 7% StumbleUpon 7%© 2012 Noel-Levitz, Inc.2012 E-Expectations Report: The Online Expectations of College-Bound Juniors and Seniors
  • 22. Facebook use remains steady at 79%Visited a school page? • 46% have—up from 27% in 2011 • 98% of 4-year privates have69% have “liked” a school’s page a Facebook page o 70% have a separateWhat do they expect in return? Not much! admissions page • 36% info about admissions deadlines and events • 97% of 4-year publics have a • 34% info about academic programs Facebook page • 30% updates through the news feed o 74% have a separate • 30% the name of the school to appear in their “likes” admissions page • 26% special info they can’t get elsewhere • 93% of 2-year schools have • 26% interaction with page admins • 26% contact from school about admission a Facebook page • 25% photos and videos o 21% have a separate • 21% interaction with other people who like the page admissions page • 20% posts to share • 18% specific info tailored to user profile
  • 23. Facebook: Frequency of posts70%60%50%40% Student Expectations 4-yr Private30% 4-yr Public 2-year20%10%0% More than 1x/day Every other 2x/week 1x/week 2x/month 1x/month Never Other 1/x day day
  • 24. 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?60% 4-yr private: 37% 4-yr public: 44%50% 2-yr school: 14%40%30% Student Use 4-yr Private20% 4-yr Public 2-year10% 0% Many 1x/day Every other 2x/week 1x/week 2x/month Never Other times/day day
  • 25. 19% use Google+; 10% include schools How often do you look at/update Google+? Using Google+?80% 4-yr private: 7%70% 4-yr public: 10% 2-yr school: 0%60%50%40% Student Use30% 4-yr Private20% 4-yr Public10%0% Many 1x/day Every other 2x/week 1x/week 2x/month 1x/month Never Other times/day day
  • 26. 6% use Pinterest; 5% pin school posts How often do you look at/update Pinterest? Using Pinterest?100% 4-yr private: 4% 90% 4-yr public: 11% 2-yr school: 3% 80% 70% 60% 50% Student Use 40% 4-yr Private 30% 4-yr Public 2-yr School 20% 10% 0% Many 1x/day Every other 2x/week 1x/week 2x/month 1x/month Never Other times/day day
  • 27. 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 indicatinguse of Facebook, FourSquare, Gowalla,SCVNGR or other location-based resources.)
  • 28. PEOPLE helping students formulate their lists of schools• 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%)
  • 29. RESOURCES students use to form the list of schools they’ll consider 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%)Using SEO strategies? • CollegeWeekLive (30%) • Cappex (12%) • Zinch (8%)42% of 4-yr privates • Peterson’s (5%)34% of 4-yr publics21% of 2-yr schools
  • 30. What resources are most influential? 5 4.54 4.594.5 4.16 4.12 4.09 4 4.04 4 3.84 3.85 3.7 3.75 3.53 3.593.5 3.38 3 2.472.5 2.29 Seniors 2 Juniors1.5 10.5 0 Tour Web site Talk with a Talk with College Guidance Brochures Colleges student admissions search counselor Facebook rep sites page
  • 31. E-mail use remains steady78% of juniors; 85% of seniors say they still use e-mail at least once per week93% will give an e-mail address to schools• Just 5% will give a family or parent accountWhen?• When they ask for it 55% • Juniors 63% • Seniors 48%• Application 40% • Juniors 33% • Seniors 45%• Post-acceptance 4%• Never 1%
  • 32. Will students open e-mail messages form a college or university? Yes No 100% 3% 90% 80% 32% 70% 60% 50% 97% 40% 30% 68% 20% 10% 0% College they are College they do not interested in attending know about© 2012 Noel-Levitz, Inc.2012 E-Expectations Report: The Online Expectations of College-Bound Juniors and Seniors
  • 33. It might be time to start your texting program, if you haven’t already60% say it’s OK to send them textsEspecially…• African-American and Hispanic• Lower income• Students from the South• Mobile usersWhy 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%
  • 34. Do you collect cell numbers? How do you use them? 4-year 4-year 2-year private public schoolCollect 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%
  • 35. Recommendations
  • 36. Integrated Strategies Will Leverage Resources and Improve Service Test your Web site information architecture  with key markets. Do they get it? Invest in search engine optimization strategies Work on a content strategy—integrate site and social  media assets. Ready for even more mobile users? Build an editorial calendar to support your social  media engagements; integrate with  e‐mail flow Experiment with a variety of  Webcast/Web cam and live chat  engagement options
  • 37. 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?
  • 38. Use the communicationchannels 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
  • 39. Join our mailing list to receive more about E- expectations and other researchNoelLevitz.com