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2016 Social Media Strategies Higher Ed Summit Keynote

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It seems that every other week we hear about the new “latest and greatest” social networking site on the rise while another network is deemed “dead” in the mainstream media. Unfortunately, when it comes to student recruitment and marketing the narrative of the overall trends don’t always align with what works … particularly in a world of hyper sensitivity to over marketing and privacy.

This presentation will provide relevant data focused on how students actually use social media and digital platforms to find, evaluate, and engage with colleges and universities they are considering; while clearly defining the differences between a student’s “daily use” habits and their college search.

By the end of this session, attendees will:

-- Have a clear understanding of the role social media plays in the college search
-- Understand the value students place in anonymous review sites when selecting a college
-- See a clear way to integrate digital, social, and mobile tools into a realistic recruitment plan

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2016 Social Media Strategies Higher Ed Summit Keynote

  1. 1. Socializing Admissions “Trust me. I know what I’m doing.”
  2. 2. 250,000 Mailers Later …
  3. 3. Yeahhhhhhhh
  4. 4. “Let’s invite students to our online efforts!” “Non-Responders” to our Search efforts “Check out scholarships and learn more about us!” “Visit with us at this awesome virtual college fair in October!” * *Not an actual representative of a testing or survey company
  5. 5. “Trust Me. I know what I’m doing.” Gil Rogers
  6. 6. “I really have no idea what I’m doing.” Gil Rogers
  7. 7. “The more you do, the more you fail.” “The more you do, the more you fail.” – Seth Godin
  8. 8. Example SlideOH at various conferences Most folks don’t like change. Even when it’s for the best. “We’re on the cusp of ‘big brother admissions’, and students think it’s desperate.” I don’t have any budget to try new things. I know I need to, but I just can’t.” I get it. My boss just doesn’t.
  9. 9. Perspective of Retargeting and Promoted Posts Fewer than 1 in 4 Students who indicated they have a negative response to retargeted ads or sponsored/ promoted content on social Positive or Neutral Negative Reaction #TeensTALK
  10. 10. Chasing Big Shiny Objects
  11. 11. Segmenting the College Search Site Industry 60%INDICATED USING AT LEAST ONE OF THESE SITES Informative Social Specialized NEARLY #socadm16 Which of the following online resources have you used to research colleges?
  12. 12. Students are in Discovery Mode 4 in 5SCHOLARSHIPS 3 in 4ADMISSIONS INFO #socadm16 What types of content do you look for on these sites?
  13. 13. How Useful Are They? 15% 19% 29% 49% 26% 35% 40% 35% 40% 34% 27% 15% 19% 7% 3% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 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 How useful were the following types of sites during your college research? #socadm16 Nearly 70% say very to extremely useful 41% say very to extremely useful
  14. 14. Preparing for the Class of 2021 by Combining the Old and the New
  15. 15. Everyone in admissions marketing is buying name lists Source: Collegeboard.com, NACAC Conference,October 2015 http://nces.ed.gov/programs/digest/d14/tables/dt14_303.10.asp?referrer=report 1992-1993 2003-2004 in millions 2014-2015 0 10 20 30 40 50 60 70 80 90 100 38M 65M 100M 14M 17M 20M # names sold by Collegeboard College student enrollment More and more schools are recruiting students in the same traditional ways.
  16. 16. Class of 2021 is different from any generation before Only 6% complete homework by hand* (vs ~25% of college students) Born after Google 1 in 5 recall ever calling a landline*. But they send 40 texts/day *Source: CheggHeads, Feb 2016 (High School n=378; College Student n= 454) Confidential Material – Chegg Inc. © 2005 - 2016. All Rights Reserved. Introduced to Khan Academy in 1st grade
  17. 17. Emerging as the “on-demand” generation “I want it now.” SMS or Snap Me Binge watch Not email Uber everywhere Stream anything
  18. 18. This is the what students are getting …Traditional search alone is not the way of the future
  19. 19. This generation expects active, personalized dialogs with Admission Offices 53% expect to be engaged with admissions within 24 hours would like to receive communications tailored specifically to them93% #SocAdm16
  20. 20. Communication plans usually look like this…
  21. 21. POSTAL MAIL VIEWBOOKS N A M E B A S E D T A C T I C S E N A B L E R E A C H EMAIL PHONE
  22. 22. D I G I T A L M E D I A E S S E N T I A L T O C O N V E R S I O N & Y I E L D MOBILEDISPLAY SOCIAL POSTAL MAIL VIEWBOOKSEMAIL PHONE +
  23. 23. Names or Digital
  24. 24. Names & Digital
  25. 25. Make the most efficient use of your data Purchased Search Names Prospects Chegg Inquiry Data Applicants Step 1 Data files are onboarded to a data matching platform Admitted Students Step 2 Data is anonymized and matched to IDs 176749830 Step 3 Media is targeted to IDs across devices /channels Make the Most Effective Use of Admissions Data
  26. 26. “Insert Channel Here” is Dead.
  27. 27. 48%! 87%! 51%! 31%! 33%! 64%! 63%! 82%! 54%! 37%! 26%! 81%! 80%! 79%! 66%! 51%! 39%! Instagram Snapchat Facebook Twitter Pinterest Tumblr 2013 2014 2015 Trended Social Media Usage #socadm16! INCREASED GROWTH BY PERCENTAGE POINTS 17! er year comparison: How often do you use the following social media websites?
  28. 28. 41%! 58%! 19%! 6%! 49%! 28%! 60%! 31%! 14%! 62%! 48%! 67%! 46%! 26%! 20%! 71%! 70%! 67%! 56%! 48%! 21%! YouTube Instagram Facebook Twitter Snapchat Pinterest 2012 2013 2014 2015 #socadm16! Increased Growth and Fragmentation 1 in 2!USE 5+ PLATFORMS How often do you use the following social media sites during college research?
  29. 29. Social Media as a Decision Engine 4 in 5SAY SOCIAL MEDIA CONVERSATION INFLUENCED THEIR ENROLLMENT DECISIONS 1 in 2USE SOCIAL MEDIA WHEN DECIDING WHERE TO ENROLL #socadm16 Did you use social media as a resource when deciding where to enroll? How influential were each of the following in helping you decide where to enroll?
  30. 30. Social = Mobile & Mobile = Social
  31. 31. Primary Device to Research Colleges 47% Laptop 37% Smartphone or Tablet 13% Desktop #socadm16 Which device do you primarily use to research colleges?
  32. 32. Mobile Creates a Digital Divide 8/10 Visit a “.edu” on a mobile device >60% Complete at least part of their application on mobile 12% Submit their application via their mobile device 2016 Social Admissions Report 2016 E-Expectations Report
  33. 33. So what do we do? Conversion & Attribution Tagging! Track conversions from the initial click… …track conversions from other devices after the first view
  34. 34. Name Buys/Digital and Traditional Brand Awareness Campaigns Warm Connections Inquiries Applicants Admitted Enrolled Names + Digital = Reach + Conversion Custom Audience Targeting supports conversion & yield Retargeting accelerates response Location-Based Mobile & Online Display Media Names + Digital = Reach + Conversion
  35. 35. Key Lesson 1: Embrace, Don’t Chase, Shiny Objects
  36. 36. Key Lesson 2: Look to the future but be accountable for today
  37. 37. Key Lesson 3: Strive to Integrate Traditional Methods with New Approaches
  38. 38. And finally …
  39. 39. Don’t be afraid to not know what you’re doing.
  40. 40. Thank you! gil@chegg.com “The 2016 Social Admissions Report” and “TeensTALK 2016” are available for free download at http://edu.chegg.com/downloads

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