OCPRA 2012: E-expectations Presentation


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Closing General Session delivered by Stephanie Geyer on Tuesday, July 10 at OCPRA 2012

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  • Key research findings from E-expectations study referenced in this presentation are from a telephone survey of 2000 high school juniors and seniors facilitated in March and April of 2012.List source: National Research Center for College and University Admissions (NRCCUA);95% confidence interval;+/- 3% margin of error49% Juniors51% Seniors54% Female46% Male38% A average50% B average11% C average1% <C average1% American Indian5% Asian14% African-American15% Hispanic41% Caucasian15% Other9% No response25% Midwest16% Northeast38% South21% West
  • Keywords:phases, 4 phases, four phases, circles
  • 18% were put off by the look and feel of the site or the content quality12% couldn’t find academic content 8% couldn’t find cost, fin aid or scholarship details
  • Live Conversations Study—Fall 2011: Subjects accessed an online survey via email message sent through CollegeWeekLive. Participants were incented with an offer to be entered into a drawing for an iPad upon completion of the survey.1,307 high school juniors, seniors and parents58% seniors14% juniors28% not reported/parentsGender:40% female17% male43% not reportedEthnicity:31% white/Caucasian10% Asian/Pacific Islander6% African-American4% Hispanic/Latino4% Mexican/Mexican-American44% Not reported
  • Why are juniors more open than seniors? Earlier in their process, still list-building, haven’t seen as much
  • Just 6% had used a QR code in the 2011 study.
  • Note that IM rated higher than social media and Webcasts comparable, but most schools just doing social media.
  • No significant differences by class year.
  • Note: Calculator refers only to instance for first-time in college students. See the E-Recruitment practices report for further details.
  • Keywords:phases, 4 phases, four phases, circles
  • 2011 study showed 80% of students as Facebook users54% Asian53% African-American46% Caucasian
  • Follow a school: 33% from the south was significantly higher than 22% from the Midwest, 14% from the northeast and 13% from the west.
  • Follow a school: 33% from the south was significantly higher than 22% from the Midwest, 14% from the northeast and 13% from the west.
  • Follow a school: 33% from the south was significantly higher than 22% from the Midwest, 14% from the northeast and 13% from the west.
  • In 2011 86% of high school seniors said they used e-mail regularly and would give address to schools at the same rate—93%.Timing for sharing e-mail addresses was very similar in 2011 study.
  • Key words: 6, six, bullet points, ideas, options, divisions, departments, hexagon
  • Also mention to stay within opt-in requirements of carriers
  • OCPRA 2012: E-expectations Presentation

    1. 1. Their E-expectations and Our Strategies Stephanie Geyer (@StephGeyer/#eexpect) Associate Vice President for Web and Interactive Marketing Services
    2. 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/NkfloG
    3. 3. 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
    4. 4. Prospects 48% Inquiries 42% Applicants 5% Accepted 6% JUNIORS in the enrollment process
    5. 5. Prospects 12% Inquiries 13% Applicants 15% Accepted 60% SENIORS in the enrollment process
    6. 6. Let’s Talk About… Web Sites Social Media E-communications What great ideas are you taking back to campus? How do they What are they Is e-mail still afind and use our using? viable tool to sites? Do they connect reach them? Using mobile? these resources Is it OK to send What tools? with their them textContent-focused college search? messages? engagement
    7. 7. Looking at your site: when? how? Web Sites How do they find and use our sites? Using mobile? What tools? Content-focused engagement
    8. 8. Seniors are looking at college sites more frequently than juniors60% When was the last time you 51% visited a college/university50% Web site? 40%40% 35%30% 23%20% 15% Juniors 18% 7% Seniors10% 12% 0% Earlier Within today Within past 7 Within past days past three month months
    9. 9. Goals for Site UseJuniors: Seniors:1. Gather info 1. Gather info about about school, program school, program s and culture s and culture (58%) (47%)2. Take next steps 2. Take next steps in enrollment in enrollment (34%) (45%)3. Find ways to 3. Find ways to connect with connect with staff (8%) staff (7%)
    10. 10. Form over Function
    11. 11. Facts vs. Feelings
    12. 12. Photos or Words?
    13. 13. Role of the Web in college search similar for juniors and seniors Senors Extremely important role Juniors Significant role Some role Very small role Little or no role 0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
    14. 14. How will they respond to a bad Web site experience?Schools that are recommended fare worstThree scenarios:• Highly interested• Somewhat interested• Recommended by someone
    15. 15. If they struggle with your site, their opinion of your school will be diminished100%90% 30% 35%80% 53%70%60% No Change50% Diminish Opinion 47% 45% Severe Harm40%30% 41%20% 20% 23%10% 6% 0% High interest Some interest Recommended
    16. 16. 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?
    17. 17. People, print, and Web resources help them build their list of schoolsPeople Resources• Guidance Counselors • Brochures/print mail from schools (72%) (74%) • Google, Bing, or Yahoo search (67%)• Friends (68%) • E-mails I get from schools (62%)• Teachers (66%) • The College Board (51%)• Family (66%) • MyCollegeOptions (40%)• Coaches (38%) • CollegeWeekLive (30%) • Cappex (12%) • Zinch (8%) • Peterson’s (5%)
    18. 18. More about the 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%)
    19. 19. More about 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
    20. 20. Tours, Web sites and conversations with students and staff are most influential 54.5 43.5 32.5 Students 2 Parents1.5 10.5 0 Tour Web site Talk with a Talk with College Guidance Brochures Colleges student admissions search counselor Facebook rep sites page
    21. 21. Juniors more likely to be influenced than seniors 54.5 43.5 32.5 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
    22. 22. 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
    23. 23. 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
    24. 24. 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%)
    25. 25. Would students participate in live chat sessions69% 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
    26. 26. Use of Webcams, Webcasts, and Live Chats by CollegesWhile 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%
    27. 27. IM is second-highest, yet not as widely used as social media by most schools4. Seniors3.3 Juniors Parents3. E-mail IM Social Webcast Webcam Media
    28. 28. Have content priorities shifted?Does the method of engagement change their content goals?Are juniors looking for different content than seniors?
    29. 29. 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%
    30. 30. Most effective way to learn about a school’sACADEMIC PROGRAM OPTIONS Descriptions on a Web site Printed brochures Presentations from… E-mail from program faculty Web search Seniors Juniors Independent online sitesVideos of faculty/current students Social media Blog posts Live chats/webcasts 0% 20% 40% 60% 80%
    31. 31. Preferred way to find a list of programsWhich 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
    32. 32. Most effective Way to Learn About COST, AID, ANDSCHOLARSHIPS Details on a Web site Printed brochures E-mail from financial aid staff Presentations from financial aid staffVideos explaining how to apply for aid/scholarships Independent online sites Calculators Search Live Chats/Webcasts Seniors Social media pages Juniors Blog posts 0% 10% 20% 30% 40% 50% 60%
    33. 33. 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 calculator?82% of 4-yr privates66% of 4-yr publics46% of 2-yr schools
    34. 34. Most effective way to learn about a school’sCAMPUS LOCATION AND COMMUNITY Web site details Campus visits Printed brochures E-mail messages Search Videos Independent sites Seniors Social media Juniors Blog posts Live chats/webcasts 0% 20% 40% 60% 80%
    35. 35. 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
    36. 36. Did it change the way you feel about the school? • 51% no change • 33% yes, for the betterVirtual tour: • 12% some better, some40% of 4-yr privates worse52% of 4-yr publics38% of 2-yr schools • 3% yes, for the worseInteractive map:35% of 4-yr privates44% of 4-yr publics10% of 2-yr schools
    37. 37. Have you “pinned” anything yet? Social Media What are they using? Do they connect these resources with their college search?
    38. 38. Facebook use remains steady at 79%Visited a school page? 69% have “liked” a school’s page• 46% have—up from 27% What do they expect in return? • 36% info about admissions deadlines and events in 2011 • 34% info about academic programs o All ethnic groups higher • 30% updates through the news feed than Hispanic • 30% the name of the school to appear in their “likes” o Visiting college sites • 26% special info they can’t get elsewhere frequently • 26% interaction with page admins • 26% contact from school about admission o Visited at least one school • 25% photos and videos o Have received at least one • 21% interaction with other people who like the page decision • 20% posts to share • 18% specific info tailored to user profileHow often do you expect updates? 6% 2% 2% 5% More than 1x/day 7% 1x/day 14% Every other day 2x/week 16% 1x/week 28% 2x/month 1x/month 20% Never Other
    39. 39. 70%60%50%40% Student Expectations 4-yr Private30% 4-yr Public 2-year20%10%0% More than 1x/day Every 2x/week 1x/week 2x/month 1x/month Never Other 1/x day other day • 98% of 4-year privates have a Facebook page o 70% have a separate admissions page • 97% of 4-year publics have a Facebook page o 74% have a separate admissions page • 93% of 2-year schools have a Facebook page o 21% have a separate admissions page
    40. 40. 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 Expectations20% 4-yr Private 4-yr Public 2-year10% 0% Many 1x/day Every other 2x/week 1x/week 2x/month Never Other times/day day
    41. 41. 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 Expectations30% 4-yr Private20% 4-yr Public10%0% Many 1x/day Every 2x/week 1x/week 2x/month 1x/month Never Other times/day other day
    42. 42. 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% 40% Student Use 4-yr Private 30% 4-yr Public 20% 2-yr School 10% 0% Many 1x/day Every other 2x/week 1x/week 2x/month 1x/month Never Other times/day day
    43. 43. Other social media resources used bystudents:• YouTube 62%• Tumblr 9%• StumbleUpon 7%• Storify 1%• SCVNGR 1%• FourSquare 1%• None 7%
    44. 44. 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 ofFacebook, FourSquare, Gowalla, SCVNGRor other location-based resources.)
    45. 45. How much staff time is allocated for updating social media for your institution? 4-year 4-year 2-year private public schoolPart-time for 44% 48% 64%one personPart-time for 43% 45% 28%two or moreFull-time, 10% 5% 8%one personFull-time, 3% 2% 0%two or more
    46. 46. E-mail, Texting and Live Conversations E-communications Is e-mail still a viable tool to reach them? Is it OK to send them text messages?
    47. 47. E-mail use remains steady78% of juniors; 85% of seniors say they still use e-mail at least once per weekSignificant differences (higher than others):• Higher ability students (A and B averages)• Asian students• Further in process (at least one decision)93% 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%
    48. 48. 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 e-mail 74% • At inquiry stage 73%
    49. 49. 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%
    50. 50. 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%
    51. 51. Recommendations
    52. 52. Improve customer service experiences on your site Segment content by class year and for decision influencers Invest in your information architecture 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/Web cam and live chat engagement options
    53. 53. Content Experience Matters1234
    54. 54. Content Experience Ideas1 SEO strategies should focus on academic programs2 Don’t use your org chart to drive how users find your majors3 Make engagement options with staff, faculty, and current students easy to find4 Make sure that inquiry form and other engagement options are easy to find and use
    55. 55. Invest in the Right Social Media Assets
    56. 56. Facebook• Post at least once to twice per week.• Facilitate dialogue with and between “likers”• Give clear calls-to-action that integrate with the Web site.• Remember to feature Facebook feeds and specific resources with descriptions that demonstrate value.• Set up measurement resources and remember to check results.
    57. 57. 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!
    58. 58. 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.
    59. 59. Google+• Pull together your content calendar and measurement strategies.• Experiment with huddles.
    60. 60. Pinterest• 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.
    61. 61. 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?
    62. 62. 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
    63. 63. Questions?
    64. 64. Seen and Heard at OCPRA…• From Mike Miller—set goals for your communications to match your brand and business objectives • Also loved the “find the superhero” approach in crisis management/storytelling What great ideas• From Patrick Allmond—measure twice, cut once. Some great online tools: are you taking back o Bitly.com (URL shortener and QR code maker) o Clicktale.com (Heatmaps)  (We also like CrazyEgg.) to campus? o Chartbeat.com (real-time Web analytics dashboard)• From Tony Vann—know which social media outlets match your messages and markets• From Team BC: Great tips and examples—love the stolen pen idea, use of Instagram, photo spotlights, scavenger hunts and live streaming.