NACAC 2015 - Findings from the 2015 Social Admissions Report
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Students today are part of a changing digital ecosystem. Their natural instinct is to travel online to find information, using social media and mobile technology as an extension of themselves. The fifth installment of the Social Admissions Report focuses on the changing perspectives of Millennials, including how new mobile trends influence the different phases of their college search. The survey takes an in-depth look at how admissions can use social and mobile channels to reach students with the right information at the right time.
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NACAC 2015 - Findings from the 2015 Social Admissions Report
- 1. G2. Findings from the 2015 Social Admissions Report Presenters Lara Ramsay, Associate Director of Recruitment, Washington State University, WA Claire Silva, Associate Director of Admission, Gonzaga University, WA Gil Rogers, Director of Enrollment Insights, Chegg, CA Andrew Wilson, Product Manager, TargetX, CA Tyler Kreitz, Accounts Manager, TargetX, CA #socadm15 #nacac15
- 2. Selfies, Snapchat, So What? • We are in a period of rapid change with respect to what tools and resources students use and how they use them. • Social media and digital tools continue to be a valuable yet misunderstood part of an enrollment office’s recruitment arsenal. • There is a balance between being an early adopter and being strategic and focused on your goals. Selfies, Snapchat, So What? #socadm15
- 3. Methodology Background Get robust insights into high school students’ use of social media, in general, and when selecting a college Methodology Survey invitations were emailed to Chegg high school seniors Survey Dates October 27– November 17, 2014 Past Social Admissions Report fielded in Q2 2014, Q4 2013, Q1 2013 and Q3 2012 High School Students 1,611 surveys completed Weighted data to 42% male, 58% female Methodology #socadm15
- 4. 33% 39% 20% 8% 1-3 4-6 7-10 +10 Ethnicity CA 13% GA 4% FL 5% MI 5% NY 5% PA 4% TX 10% Top States of Residence Number of Schools Applied To Respondent Breakdown African American 18% Asian 7% NHPI 1% Two or More Races 9% Prefer Not to Answer 8% White 56% AIAN 1% Respondent Breakdown #socadm15
- 6. Today’s high school students were born when Google began and in grade school when Facebook took off Recruiting the iGeneration
- 7. Instant Gratification After you contact a college representative, how soon do you expect to hear a response? Instant Gratification #socadm15
- 8. Personalization How much do you agree with the following statement: “I would like to receive communication from college admissions tailored specifically to me.” How much do you agree with the following statement: “I would like to receive communication from college admissions tailored specifically to me.” Personalization
- 9. Which of the following online resources you have used to research colleges? Top Digital Tools 76% 56% 50% 39% 36% 35% 34% 28% 19% 18% 14% 13% 12% 10% Top Digital Tools to Research Colleges #socadm15
- 10. Informative Social Specialized NEARLY 90% INDICATED USING AT LEAST ONE OF THESE 8 SITES Segmenting Digital Tools #socadm15
- 11. Digital Tools Students use these tools to ask: How do I get in? What majors does your school offer? How do students like it there? Digital Tools
- 12. Social Networks Students use these tools to ask: Are the students there like me? Will they like me? Will I like them? Social Networks
- 13. Most Useful for College Research How useful were the following types of sites during your college research? 8% 14% 31% 50% 16% 27% 42% 36% 33% 34% 22% 11% 23% 9% 3% 1% Social media sites Ranking sites (e.g., US News and World Report) College review and scholarship sites (e.g., Chegg, Niche) College and university sites Extremely useful Very useful Somewhat useful Not very useful College .edu is a marketing vehicle for prospective student outreach 73% indicate very-extremely useful Less than 1/4 indicate very-extremely useful Most Useful Sites for College Research #socadm15
- 14. Insights on Digital Tools Differentiate between digital and social tools While it may be appropriate for a youthful member of your team to manage your social networking presence, this person may or may not be the best fit for managing your entire digital recruitment strategy. Nearly 90% of students Report using one of the sites in the Chegg network for their research. These sites are oftentimes the first (and even last) stop on a student’s college search. Digital sources are used for discovery and information gathering An effective digital recruitment strategy focuses on reaching students on the channels they use, when they are using them. Insights on Digital Tools #socadm15
- 16. Savvy Consumers Which device did you primarily use to research colleges? 51% Laptop 28% Hand Held Device 21% Desktop Device Used to Research College #socadm15
- 17. College Research on Mobile 81% 40% 35% 33% 18% 14% 13% 7% Which of the following have you done on a mobile device when considering which colleges to apply to or where to enroll? (select all that apply) 4 in 5 students visit college websites on mobile One-third submit a college application College Research on Mobile #socadm15
- 18. College Websites on Mobile How frequently do you visit college websites on a mobile browser? How would you rate your mobile experience interacting with the college websites? 17% 62% 11% 10% Once a day 20% Once a week 39% Once a month 10% Every once in a while 31% 3 in 5 students access college sites on a mobile device at least weekly The experience meets needs but could be improved Frequency of visiting college websites on mobile Quality of experience on mobile site College Websites on Mobile #socadm15
- 19. Mobile Browsing & Mobile Apps Mobile Browsing • Your institution’s website is the first marketing tool for attracting and engaging prospective students. • Mobile browsing is a key element during the discovery phase of college search. Mobile Apps • Improve student experience through the funnel. • Faster, easier access to information and people once students have demonstrated interest in your institution. • Provide a two-way, direct form of communication thanks to push notifications, student preferences, etc. Mobile Browsing vs. Mobile Apps #socadm15
- 20. Private Messaging Private messaging apps continue to gain ground Over HALF of students use WhatsApp or GroupMe 43% 35% 21% 14% 4% 3% 23% Other includes: FB Messenger WeChat Kik Have you used any of the following messaging apps? (select all that apply) Private Messaging Apps #socadm15
- 21. App Happy For what purpose would you download an app from a college? (select all that apply) 68% 57% 48% 43% 42% Updates on admissions information Learn college-specific information Submit a college application Communicate with college reps Take virtual campus tour 2 in 5 students would download an app to communicate with college reps Top Reasons to Download App from a College #socadm15
- 22. Text Messaging & Private Messaging Text Messaging vs. Private Messaging #socadm15
- 23. Mobile Mania Summary Insights on Mobile Mania Affinity is everything Know the differences between responsive web design, mobile web apps and native apps, and how students’ interest in your institution should influence your mobile strategy. R-E-S-P-E-C-T As restrictions around student data and privacy increase, understanding boundaries is key. Consider how private messaging through a native app compares to opt-in strategies, like texting. Don’t be fooled by the hot new thing Traditional channels, such as email, are still relevant, but for new reasons. Email is a way to store Transactional information, while “de-bundled” apps are more influential for students as they connect with schools before enrolling. #socadm15
- 25. 89% 44% 29% 27% 19% 88% 48% 38% 30% 30% 87% 51% 48% 33% 31% 83% 55% 62% 40% 40% 82% 54% 64% 26% 37% Facebook Twitter Instagram Tumblr Pinterest Q3 2012 Q1 2013 Q4 2013 Q2 2014 Q4 2014 Year over year comparison How often do you use the following different social media websites? Visual-first networks continue to outpace the competition Shifts in General Social Media Use #socadm15
- 26. 2% 6% 7% 12% 18% 9% 11% 2% 3% 9% 9% 9% 8% 13% 4% 4% 13% 9% 8% 15% 17% 4% 1% 6% 5% 4% 10% 9% 8% 7% 12% 13% 10% 20% 17% Pinterest Snapchat Twitter Instagram Google+ YouTube Facebook Multiple times a day Once a day Once a week Once a month Every once in a while Facebook Isn’t Dead How often do you use the following social media sites during college research? Facebook isn’t dead Students regularly visit visual-first apps for college information Tumblr 13% Vine 12% LinkedIn 11% * *Still confusion amongst this audience defining Google+ as a social network versus Google’s suite of Social Media Use for College Research #socadm15
- 27. Growth and Fragmentation 58% 41% 19% 6% 60% 49% 28% 31% 14% 67% 62% 48% 46% 20% Facebook YouTube Instagram Twitter Pinterest 2012 2013 2014 Year over year comparison How often do you use the following social media sites during college research? All platforms trending up Instagram has increased by 20 percentage points in just one year Growth in Social Media Use for College Research #socadm15
- 28. Online Activities 4 in 5 students have watched a video during their college search 36% 21% 21%46%80% Watched a video Searched or tweeted a hashtag Read a student blog Live chat with admissions rep Post a ? on college social media How often have you done the following during your college research process? Online College Research Activities #socadm15
- 29. Connections Matter How important was it for you to interact with the following people via social media during your college research process? Most important people to interact with on social media 77% admissions counselors 74% currently enrolled students 66% other admitted students Connections Matter
- 30. Social Smarts Summary Insights on Social Smarts Social is mobile 83% of students access social media on a mobile device. Know your networks Facebook still isn’t dead, but video and visual-first platforms continue to gain ground. This age group understand intuitively how to filter inauthentic, brand-heavy messaging. Make students your story. Distinguish tool vs. toy It’s always good to pay attention to the next big thing, but high use does not mean high impact. Strike a balance between trying new things and making the most of your time and resources. Just because students use a tool doesn’t mean they use it for official college information. Return of exclusivity Students today understand the risks of social which is why they gravitate towards private networks. Deliver a rich, interactive student experience for admissions instead of latching onto the latest silver bullet. #socadm15
- 31. andrew@target.com @targetx Questions? CONTACT US! Thank You tyler@targetx.com @targetx l.ramsay@wsu.edu @wsuadmissions silva@gonzaga.edu @gonzagau gil@chegg.com @gilrogers #socadm15
Editor's Notes
- Andrew/Tyler
- Andrew/Tyler
- Andrew/Tyler Note that 19% of students indicated that they were of Hispanic descent. Also, 47% of respondents are first-generation students.
- Lara Notes: Every year, college admissions teams are challenged to attract and engage their future students, especially in the face of advancing technologies and millennials’ changing perceptions. What worked five years ago, or even last year, does not necessarily work today. Think about it…we use Expedia or Yelp to find restaurant recommendations. Students are using digital services in much the same way during the college admissions process. This section will show you which sites and resources students are using and what content they are looking for on these sites…
- Lara Notes: When building your enrollment strategy, it’s important to remember that today’s students were born when Google began and in grade school when Facebook took off. They are accustomed to finding information online, particularly on mobile devices that fit in their pockets. We are no longer in a world where you can buy your search list, send out your search piece and wait for your class to come to you. These digital natives are experienced researches and even savvier consumers. [Lara – insert your own experiences here if you want to]
- Lara Notes: Because they grew up in a digital-based world, they expect instant responses and gratification. [Lara – insert your own experiences here if you want to]
- Lara Notes: And the majority of Millennials want communication personalized to their interests and wants, and this includes outreach from colleges and universit. [Lara – insert your own experiences here if you want to]
- Lara Notes: Online resources are fragmented. There are a lot of options so it’s important to really evaluate as a team where you are spending your time during recruitment. Feel free to share what’s working for your team – your own admissions website, other scholarship sites, etc. Other category consists of below: none of these = 3% > Naviance YOUniversityTV = 1% Noodle = 1%
- Lara Our team will take this slide since it’s a vendor plug for our partner, Chegg ;) Andrew/Tyler: Understanding that students have a variety of priorities at various stages of their college search (i.e., test prep, scholarships, student reviews, etc.), Chegg has partnered with 18 of the top college search websites and mobile apps to aggregate student data and requests for information, and connect those students to the institutions they request information from. The Chegg Cloud network reaches 4 out of 5 students actively researching schools online, and connects them to their top choice institutions in time for a near immediate response. Partnered with Chegg Digital Re-Targeting, a college or university can truly engage their interested students within minutes, positively impacting conversions and yield at each phase of the recruitment process.
- Lara Notes: Just highlight that these are students self-reported responses to what types of content they look for on admissions sites during the discovery phase of college process. While the college search website industry may be fragmented, there are clear trends in what students are using these content aggregators for. Over 80% of students indicate using college search sites to find scholarships. This is likely fueled in part by the rising costs of higher education (especially considering 62% also indicate searching for financial aid information).
- Lara Notes: This is the kind of content students are using things like your .edu to find out Digital tools are important for the early discovery and information gathering stages. It’s extremely important to make the right, most fundamental information available and accessible… [Lara – insert your own experience here if you want]
- Lara Notes: The distinction between digital and social networks is how students are using the tools to make their college decision. Social networks are incredibly important for the decision making part of the process – the social fit element once student’s have narrowed down their list of colleges. [Lara – insert your own comments here]
- Lara Notes: Other top information students are looking for include specific information about the college they are considering like their major (83%), general admissions information (74%), and information about life on campus (56%). Of the choices given, college ratings had the lowest response rate with only about half of students indicating this type of information was what they were looking for on college search sites.
- Lara notes: Your wrap up slide. Feel free to add color and commentary throughout this section. You’re the EXPERT!
- Pre-admit/discovery phase they are browsing your website for general info
- Excellent - Mobile offerings met my needs OK - I was able to get the information I wanted Challenging - The content I was not mobile optimized N/A - I have not visited college website on a mobile browser
- What else do they do on phone besides mobile browsing - downloads apps. Trendy to use private messaging apps but reserved friends (mixed use vs. specialized)
- why would they download app for college? more in admit phase
- Conversational Trusted source Authentic Off-viewbook scoop Admissions updates College-specific info Financial aid
- now they are moving into more conversational point in cycle where they are trying to make decision about enrollment (not transactional)
- Add thumbs up
- NOTE: Google+ inflated > they think its just google