High Ed Web Ark - E-Expectations #hewebar


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2012 E-Expectations Slides for the High Ed Web Arkansas Conference

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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% WestIncome Level:36% Lower income(<$40,000)50% Middle income($40,000-$69,999)14% Upper income(>/=$70,000)College Type:87% State/public, 4-year college43% Private, 4-year college19% Vocational/Technical college17% Community CollegeParent Education Level:64% One or both parents attended college36% No parent attended college
  • 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—Conducted 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
  • Just 6% had used a QR code in the 2011 study.
  • 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.
  • 56% of juniors had visited by the time of the survey
  • 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
  • DELETE??
  • DELETE??
  • Also mention to stay within opt-in requirements of carriers
  • High Ed Web Ark - E-Expectations #hewebar

    1. 1. E-Expectations 2012 Jeremy Rex Sales Director OmniUpdate July 27, 2012 2:15 PM RBUS 102
    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.
    3. 3. Agenda and Study Goals Overview Websites Social Media E-Communications Goals How do they find What are they Is email still a Methodology and use our sites? using? viable tool toDemographics Using mobile? Do they connect reach them?Other sources What tools? these resources Is it OK to send Content-focused with their college them text engagement search? messages?
    4. 4. 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
    5. 5. Opportunity to Compare Their Preferences with Our PracticesLook for this logo to signal data points from the E-RecruitmentPractices study of 256 U.S. colleges and universities facilitatedby Noel-Levitz via web survey in April 2012.
    6. 6. Prospects 48% Inquiries 42% Applicants 5%At least one decision 6% JUNIORS in theenrollment process
    7. 7. Prospects 12% Inquiries 13% Applicants 15%At least one decision 60% SENIORS in theenrollment process
    8. 8. Looking at Your Site: When? How? Websites How do they find and use our sites? Using mobile? What tools? Content-focused engagement
    9. 9. Seniors Are Looking at College Sites More Frequently than Juniors60% When was the last time you visited a college/university website? 51%50% 40%40% 35%30% 23% Juniors20% 15% Seniors 18%10% 7% 12% 0% Earlier today Within past 7 days Within past month Within past three months
    10. 10. Goals for Site UseJuniors: Seniors:1. Gather info about 1. Gather info about school, programs, school, programs, and culture (58%) and culture (47%)2. Take next steps in 2. Take next steps in enrollment (34%) enrollment (45%)3. Find ways to connect 3. Find ways to connect with staff (8%) with staff (7%)
    11. 11. Form over Function
    12. 12. Facts vs. Feelings
    13. 13. Photos or Words?
    14. 14. Role of the Web in College Search Similar for Juniors and Seniors Senors 14% JuniorsExtremely important role 16% 37% Significant role 37% 36% Some role 39% 8% Very small role 7% 3% Little or no role 2% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
    15. 15. How Will They Respond to a Bad Website Experience?Schools that are recommended fare worst Three scenarios: 1. Highly interested 2. Somewhat interested 3. Recommended by someone
    16. 16. If They Struggle with Your Site, Their Opinion of Your School Will Be Diminished 100% 90% 35% 30% 80% 53% 70% 60% No Change 50% Diminish Opinion 47% 45% Severe Harm 40% 30% 41% 20% 20% 23% 10% 6% 0% High interest Some interest Recommended
    17. 17. 55% couldn’t find what theywanted because of challengeswith the site navigationJuniors were much more likely to havechallenges finding academic and costcontent than seniors What challenges did they experience on the last college site they visited?
    18. 18. People, Print, and Web Resources Help Them Build Their List of SchoolsPeople Resources Guidance Counselors (74%)  Brochures/print mail from schools (72%) Friends (68%)  Google, Bing, or Yahoo search (67%) Teachers (66%)  Emails I get from schools (62%) Family (66%)  The College Board (51%) Coaches (38%)  MyCollegeOptions (40%)  CollegeWeekLive (30%)  Cappex (12%)  Zinch (8%)  Peterson’s (5%)
    19. 19. 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 role (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%)
    20. 20. Web search just trailing print Brochures/print mail from schools (72%) o Will give an email address (74%) compared to those who wouldn’t (57%) Google, Bing, or Yahoo search (67%) o Asian (77%), African-American (74%) and Hispanic (72%) compared to Caucasian (63%) Emails I get from schools (62%) The College Board (51%) MyCollegeOptions (40%) CollegeWeekLive (30%) Cappex (12%) Zinch (8%) Using SEO strategies? Peterson’s (5%) 42% of 4-yr privates 34% of 4-yr publics 21% of 2-yr schools
    21. 21. Tours, Websites, and Conversations with Students and Staff 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 Website Talk with a Talk with College Guidance Brochures Colleges student admissions search sites counselor Facebook rep page Source: 2012 E-Expectations Trend Report: The Communication Expectations of College-Bound High School Students
    22. 22. More Than Two-Thirds (67%) Have RegularAccess to a Mobile Device  20% are using tablets  52% of college-bound students have looked at a college website using a mobile deviceSite optimized for mobile? 35% of 4-yr privates 39% of 4-yr publics 7% 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 Are we overdoing it? related to a college or university 84% said it was a worthwhile experience Using QR codes? 67% of 4-yr privates 61% of 4-yr publics 44% of 2-yr schools
    24. 24. Seniors More Likely Than Juniors to Have Viewed a Calendar on a College or University Website 56% Seniors; 45% Juniors 90% say this was a rewarding experience Looking for:  Admissions events (28%)  Admissions deadlines (25%)  Campus tour/visit events (15%)  Student activities (8%)  Athletic events (7%)
    25. 25. 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%)
    26. 26. Students Say They Would Participate in Live Chat Sessions…69% of all students wouldparticipate in a live chatevent with faculty about aspecific program72% would do so to learnmore about cost, aid, andscholarships
    27. 27. If only we would ASK them to participate in live chat!While 75% ofstudents would chatwith college reps viawebcam...only 4% haveactually had theseonline conversations
    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
    30. 30. Most Effective Way to Learn About a School’s ACADEMIC PROGRAM OPTIONS 71% Descriptions on a website 68% 68% Printed brochures 74% 61% Presentations from… 58% 55% Email from program faculty 56% Web search 50% Seniors 53% Juniors 48% Independent online sites 50% 43%Videos of faculty/current students 43% 38% Social media 38% 31% Blog posts 30% 24% Live chats/webcasts 29% 0% 20% 40% 60% 80%
    31. 31. Preferred Way to Find List of Programs Which 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, AND SCHOLARSHIPS Details on a website 49% 49% Printed brochures 29% 34% Email from financial aid staff 28% 28% Presentations from financial aid 21% staff 21%Videos explaining how to apply for 16% Seniors aid/scholarships 19% Juniors Independent online sites 16% 20% Calculators 15% 16% Search 15% 18% Live Chats/Webcasts 10% 12% Social media pages 9% 11% Blog posts 8% 9% 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 No significant difference between juniors or seniorsGot a net price calculator? 90% of 4-yr privates 77% of 4-yr publics 59% of 2-yr schools
    34. 34. Most Effective Way to Learn About a School’s CAMPUS LOCATION AND COMMUNITY Website details 68% 69% Campus visits 72% 69% Printed brochures 58% 62% Email messages 50% 52% 46% Search 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%
    35. 35. 43% of All Students Viewed aVirtual 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 Virtual Tour: 33% yes, for the better 40% of 4-yr privates 52% of 4-yr publics 38% of 2-yr schools 12% some better, some worse Interactive Map: 35% of 4-yr privates 3% yes, for the worse 44% of 4-yr publics 10% of 2-yr schools
    37. 37. 4 out of 5 Seniors Visited a College CampusPlans to visit: Groups with significantly higher results: 54% will visit top schools  High ability 23% will visit all schools  High income 5% won’t visit ANY  Private college interest schools because of cost  Using website frequently or distance  Planning to visit all schools 1% have no interest in visiting  Further in enrollment process, especially those with at least one decision or apps submitted Formal visit? 59% Juniors 74% Seniors
    38. 38. 80% of seniors and 70% of juniors expect to “re-visit”schools they’ve already seen
    39. 39. Can they find your inquiry form 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 form 2. Visit options 3. Faculty email links 4. Admissions email links 5. Catalog detail Inquiry form online? 88% of 4-yr privates 77% of 4-yr publics 62% of 2-yr schools
    40. 40. Have you “pinned” anything yet? Social Media What are they using? Do they connect these resources with their college search?
    41. 41. Facebook Use Remains Steady at 79%Visited a school page? 69% have “liked” a school’s page46% have—up from 27% in 2011 What do they expect in return?  All ethnic groups higher than Hispanic 36% Info about admissions deadlines and events  Visiting college sites frequently 34% Info about academic programs  Visited at least one school 30% Updates through the news feed  Have received at least one decision 30% The name of the school to appear in their “likes” 26% Special info they can’t get elsewhere 26% Interaction with page admins 26% Contact from school about admission 25% Photos and videos 21% Interaction with other people who like the pageHow often do you 20% 18% Posts to share Specific info tailored to user profileexpect updates?
    42. 42. 70%60%50%40%30% Student Expectations20% 4-yr Private 4-yr Public10% 2-yr School0% 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 (70% have a separate admissions page) 97% of 4-year publics have a Facebook page (74% have a separate admissions page) 93% of 2-year schools have a Facebook page (21% have a separate admissions page)
    43. 43. Twitter Use Increased to 27% — Up from 9%25% follow a school feed—up from 19% How often do you look at/update Twitter? Using Twitter?60% 4-yr private: 37%50% 4-yr public: 44% 2-yr school: 14%40%30% Student Use20% 4-yr Private 4-yr Public 2-yr School10%0% Many 1x/day Every other 2x/week 1x/week 2x/month Never Other times/day day
    44. 44. 19% Use Google+; 10% Include Schools How often do you look at/update Google+?80% Using Google+?70% 4-yr private: 7%60% 4-yr public: 10% 2-yr school: 0%50%40% Student Use30% 4-yr Private 4-yr Public20%10%0% Many 1x/day Every other 2x/week 1x/week 2x/month 1x/month Never Other times/day day
    45. 45. 6% Use Pinterest; 5% Pin School Posts How often do you look at/update Pinterest?100% Using Pinterest?90% 4-yr private: 4%80% 4-yr public: 11%70% 2-yr school: 3%60%50%40% Student Use 4-yr Private30% 4-yr Public20% 2-yr School10% 0% Many 1x/day Every other 2x/week 1x/week 2x/month 1x/month Never Other times/day day
    46. 46. Other Social Media Resources Used by Students YouTube 62% Tumblr 9% StumbleUpon 7% Storify 1% SCVNGR 1% FourSquare 1% None 7%
    47. 47. 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.)
    48. 48. Agenda E-Communications Is email still a viable tool to reach them? Is it OK to send them text messages?
    49. 49. Email Use Remains Steady 78% of juniors and 85% of seniors say they still use email at least once per week Significant differences (higher than others)  Higher ability students (A and B averages)  Asian students  Further in process (at least one decision) 93% will give an email address to schools Just 5% will give a family or parent account When? 55% When they ask for it (Juniors 63%; Seniors 48%) 40% Application (Juniors 33%; Seniors 45%) 4% Post-acceptance 1% Never
    50. 50. But, will they open those messages? 97% 68%
    51. 51. It Might Be Time to Start Your Texting Program, If You Haven’t Already 60% say it’s OK to send them texts Especially…  African-American and Hispanic  Lower income  Students from the South  Mobile users Why 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%
    52. 52. Recommendations
    53. 53. 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/ webcam and live chat engagement options
    54. 54. Content Experience Matters
    55. 55. 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
    56. 56. Stop hiding your calculator!
    57. 57.  Videos and interactive maps help users get a sense of place Highlight your visit options—Do you have anything specific for repeat visitors in your web copy? What specific visit/event options are available for sophomores and juniors? Preset “check in” locations through Facebook and FourSquare or SCVNGR; cue site users and visitors that these resources are available
    58. 58. Invest in the Right Social Media Assets
    59. 59. Facebook Post at least once to twice per week Facilitate dialogue with and between “likers” Give clear calls to action that integrate with the website Remember to feature Facebook feeds and specific resources with descriptions that demonstrate value Set up measurement resources and remember to check results
    60. 60. 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!
    61. 61. 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
    62. 62. Google+  Pull together your content calendar and measurement strategies  Experiment with huddles
    63. 63. 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
    64. 64. Email: 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?
    65. 65. Use the Communication Channels 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 campus 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
    66. 66. Questions?
    67. 67. Thank You! Jeremy RexSales Director, OmniUpdate jrex@omniupdate.com @j_rex