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THE 2015
SOCIAL ADMISSIONS REPORT
Photo credit: Agence France Presse#socadm15
Selfies, Snapchat, So What?
• We are in a period of rapid change with respect to what tools and
resources students use and...
Methodology
Background: Objective is to get greater insights into high school
students’ use of social media, in general, a...
Respondent Breakdown
#socadm15
33%
39%
20%
8%
1-3
4-6
7-
10
+10White, 56%
Hispanic,
19%
African
American,
18%
Two or
more ...
Digital Domination
Photo credit: SoftGarden.de#socadm15
Recruiting the iGeneration
Today’s high school students were born when Google began
and in grade school when Facebook took...
Digital Tools
Social Networks
Students use these tools to ask: Are the
students there like me? Will they like me? Will
I like them?
Segmenting Digital Tools
#socadm15
Informative Social
Specialized
NEARLY
90%
INDICATED
USING AT
LEAST ONE OF
THESE 8 SITES
Which of the following online resources you have used to research colleges?
Top Digital Tools
#socadm15
76%
56%
50%
39%
36...
What types of content did you look for on these sites?
What Students Are Looking For
#socadm15
83%Looking for
Scholarships...
Most Useful for College Research
How useful were the following types of sites during your college research?
10%
16%
32%
50...
Insights on Digital Tools
Differentiate between “digital” and “social” tools. While it may be
appropriate for a youthful m...
Mobile Mania
#socadm15
Savvy Consumers
Which device did you primarily use to research colleges?
51%
Laptop
28%
Hand Held
Device
21%
Desktop
Devic...
College Research on Mobile
81%
40%
35% 33%
18%
14% 13%
7%
Which of the following have you done on a mobile device when con...
College Websites on Mobile
How frequently do you visit college websites on a mobile browser?
How would you rate your mobil...
Mobile Browsing & Mobile Apps
Mobile
Browsing
• Your institution’s website is the first marketing
tool for attracting and ...
Private Messaging
Have you used any of the following messaging apps?
Messaging apps used
Private messaging apps continue t...
App Happy
For what purpose would you download an app from a college?
(select all that apply)
68%
57%
48%
43%
42%
Updates o...
Mobile Boundaries
Mixed-Use
Mobile Apps
Specialized
Mobile Apps
What is it?
Mobile app experiences for everyday
life
“De-b...
What Students Want
#socadm15
Take Note
There is a difference between peer-to-peer
and student-to-school interactions.
Communication Modes
Email
65%
Social Media
2%
Call
20%
Live Chat
3%
Text
9%
Messaging App
1%
Preferred communication tools...
Text Messaging & Private Messaging
Instant Gratification
After you contact a college representative, how soon do you expect to hear a response?
new data!
#so...
Personalization
How much do you agree with the following statement: “I would like to receive communication from college ad...
Mobile Mania Summary
#socadm15
Affinity is everything. Know the differences between responsive web design,
mobile web apps...
Social Smarts
#socadm15
Shifts in Social Media Usage
89%
44%
29%
27%
19%
88%
48%
38%
30%
30%
87%
51%
48%
33%
31%
83%
55%
62%
40%
40%
82%
54%
64%
2...
Frequency of Use
7%
6%
19%
26%
37%
31%
4%
6%
11%
9%
13%
20%
4%
8%
7%
6%
6%
12%
2%
3%
3%
2%
2%
4%
9%
14%
15%
11%
6%
14%
74%...
Discovery vs. Decision Engine
Yes, 50%No, 50%
2013
Yes, 68%
No, 32%
2014
26%
decrease
Have you used social media to resear...
Experienced Researchers
Did you use social media to research colleges that you have applied to?
How influential was social...
Facebook Isn’t Dead
How often do you use the following social media sites during college research?
Students visit highly v...
Growth and Fragmentation
58%
41%
19%
6%
60%
49%
28%
31%
14%
67%
62%
48% 46%
20%
Facebook YouTube Instagram Twitter Pintere...
Online Activities
How often have done the following during your college research process?
4 in 5 students have watched a v...
Connections Matter
How important was it for you to interact with the following people via social media during your college...
Distinguishing Tool vs. Toy
High use does not mean high impact: Just because students are on or use a t
ool doesn’t mean t...
Social Smarts Summary
#socadm15
Social is Mobile: 83% of students access social media on a mobile device.
Know your networ...
Thank You!
Photo credit: Agence France Presse
Gil Rogers
gil@chegg.com
@gilrogers
@socialadmission
Kendall Robertson
kenda...
75%
38%
33%
38%
20%
13%
10%
4%
18%
49%
52%
44%
38%
37%
37%
21%
7%
14%
15%
19%
43%
53%
53%
75%
Campus visits
Updates from c...
Upcoming SlideShare
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The 2015 Social Admissions Report

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Published on

Selfies, Snapchat, So What?

The 2015 Social Admissions report provides an overview of what social media, digital tools, and mobile technology impacts student behavior and decision-making throughout their college search and selection process.

Published in: Education

The 2015 Social Admissions Report

  1. 1. THE 2015 SOCIAL ADMISSIONS REPORT Photo credit: Agence France Presse#socadm15
  2. 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. #socadm15
  3. 3. Methodology Background: Objective is to get greater insights into high school students’ use of social media, in general, and in selecting a college or university Methodology: Survey invitations were emailed to Chegg high school seniors Survey Dates: October 27– November 17, 2014 Past Social Admissions Report fielded: • Q2 2014 Q4 2013 Q1 2013 Q3 2012 • Trends are highlighted throughout the presentation High School Students: • 1,611 surveys completed • Weighted data to 42% male, 58% female #socadm15
  4. 4. Respondent Breakdown #socadm15 33% 39% 20% 8% 1-3 4-6 7- 10 +10White, 56% Hispanic, 19% African American, 18% Two or more races, 9% Asian, 7% Other/Prefe r Not to Answer, 9% Ethnic Breakdown CA 13% GA 4% FL 5% MI 5% NY 5% PA 4% TX 10% Top States of Residence Number of Schools Applied To
  5. 5. Digital Domination Photo credit: SoftGarden.de#socadm15
  6. 6. Recruiting the iGeneration Today’s high school students were born when Google began and in grade school when Facebook took off #socadm15
  7. 7. Digital Tools
  8. 8. Social Networks Students use these tools to ask: Are the students there like me? Will they like me? Will I like them?
  9. 9. Segmenting Digital Tools #socadm15 Informative Social Specialized NEARLY 90% INDICATED USING AT LEAST ONE OF THESE 8 SITES
  10. 10. Which of the following online resources you have used to research colleges? Top Digital Tools #socadm15 76% 56% 50% 39% 36% 35% 34% 28% 19% 18% 14% 13% 12% 10% 0% 25% 50% 75% 100%
  11. 11. What types of content did you look for on these sites? What Students Are Looking For #socadm15 83%Looking for Scholarships Nearly 3/4 Looking for Admissions Info Students are in “discovery” mode when using digital tools
  12. 12. Most Useful for College Research How useful were the following types of sites during your college research? 10% 16% 32% 50% 20% 32% 43% 37% 41% 41% 23% 11% 29% 11% 3% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Social media sites Ranking sites (e.g., US News and World Report) College reviews and scholarships sites (e.g., Chegg, niche) College/university sites Extremely useful Very useful Somewhat useful Not very useful College “.edu” is a marketing vehicle for prospective student outreach #socadm15 73% indicate very-extremely useful Less than 1/3 indicate very-extremely useful
  13. 13. 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. #socadm15
  14. 14. Mobile Mania #socadm15
  15. 15. 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
  16. 16. 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 new data! Actions taken on mobile when considering which college to apply to or enroll in #socadm15
  17. 17. 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 #socadm15
  18. 18. 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.
  19. 19. Private Messaging Have you used any of the following messaging apps? Messaging apps used Private messaging apps continue to gain ground Over HALF of students use WhatsApp or GroupMe new data! 43% 35% 21% 14% 4% 3% 23% Other includes: FB Messenger WeChat #socadm15 Kik
  20. 20. 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 Top reasons to download an app from a college 2 in 5 students would download an app to communicate with college reps new data! #socadm15
  21. 21. Mobile Boundaries Mixed-Use Mobile Apps Specialized Mobile Apps What is it? Mobile app experiences for everyday life “De-bundled” mobile app experiences for admissions interactions Who is it for? Reserved for friends and family Other admitted and current students, admissions staff Actions Text messaging, private messaging Personal admissions info, virtual campus tours, private message with admissions rep Examples WhatsApp, GroupMe, SnapChat Native apps for your institution
  22. 22. What Students Want #socadm15 Take Note There is a difference between peer-to-peer and student-to-school interactions.
  23. 23. Communication Modes Email 65% Social Media 2% Call 20% Live Chat 3% Text 9% Messaging App 1% Preferred communication tools on mobile How do you most prefer to communicate with college admissions on your mobile device? Email more relevant for transactional communication new data! #socadm15 95 % 92 % 92 % 92 % 88 % Housing assignment Admissions decision Financial aid info Application confirmation Receipt of transcript How would you most like to receive communication from colleges about the following?
  24. 24. Text Messaging & Private Messaging
  25. 25. Instant Gratification After you contact a college representative, how soon do you expect to hear a response? new data! #socadm15
  26. 26. Personalization How much do you agree with the following statement: “I would like to receive communication from college admissions tailored specifically to me.” new data! How much do you agree with the following statement: “I would like to receive communication from college admissions tailored specifically to me.”#socadm15
  27. 27. Mobile Mania Summary #socadm15 Affinity is everything. Know the differences between responsive web design, mobile web apps and native apps; and how students’ interest in your instituti on 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.
  28. 28. Social Smarts #socadm15
  29. 29. Shifts in Social Media Usage 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 2012 Q1 2013 Q4 2013 Q2 2014 Q4 2014 Use of social media (trended) Visual Networks Continue to Outpace the Competition Instagram Pinterest 33% 19% Q4. How often do you use the following different social media websites? #socadm15
  30. 30. Frequency of Use 7% 6% 19% 26% 37% 31% 4% 6% 11% 9% 13% 20% 4% 8% 7% 6% 6% 12% 2% 3% 3% 2% 2% 4% 9% 14% 15% 11% 6% 14% 74% 63% 45% 46% 36% 18% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Tumblr Pinterest Google+ Twitter Instagram Facebook Multiple times a day Once a day Once a week Once a month Every once in a while Never Q4. How often do you use the following different social media websites? -21% +40% +20% +30% +20% -35% Daily or more often Y/Y change * *Still confusion amongst this audience defining Google+ as a social network versus Google’s suite of tools.
  31. 31. Discovery vs. Decision Engine Yes, 50%No, 50% 2013 Yes, 68% No, 32% 2014 26% decrease Have you used social media to research college/universities? Decline in use of social media for research can be linked to increase in use of digital sources for discovery key trend! #socadm15
  32. 32. Experienced Researchers Did you use social media to research colleges that you have applied to? How influential was social media to your college research process? 49% Use social media to research colleges they’ve already applied to #socadm15 1/2
  33. 33. Facebook Isn’t Dead How often do you use the following social media sites during college research? Students visit highly visual apps Facebook, YouTube and Instagram for college information Tumblr 13% Vine 12% LinkedIn 11% Frequency of viewing social media for college research #socadm15 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% 12% 10% 20% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% 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
  34. 34. 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 Trends in viewing social media for college research Year over year comparison: How often do you use the following social media sites during college research? Instagram has increased by 20 percentage points in just one year, all trending up #socadm15
  35. 35. Online Activities How often have done the following during your college research process? 4 in 5 students have watched a video during their college search Online college research activities 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 #socadm15
  36. 36. Connections Matter How important was it for you to interact with the following people via social media during your college research process?#socadm15 Most important people to interact with on social media 77%admissions counselors 74%currently enrolled students 66%other admitted students
  37. 37. Distinguishing Tool vs. Toy High use does not mean high impact: Just because students are on or use a t ool doesn’t mean they use it for official college information (ex. Messaging ap ps) Find a balance between early adopter and strategic thinker: It’s always goo d to pay attention to the “next big thing”, but be sure to strike a balance between trying new things and making the most of your time and resources .
  38. 38. Social Smarts Summary #socadm15 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 understands intuitively how to filter inauthentic, brand-heavy messaging. Make students your stor y. Return of exclusivity: Students today understand the risks of social which is why they gravitate towards private networks. Deliver a rich, interactive studen t experience for admissions instead of latching on to the latest silver bullet.
  39. 39. Thank You! Photo credit: Agence France Presse Gil Rogers gil@chegg.com @gilrogers @socialadmission Kendall Robertson kendall@uversity.com @uversityinc #socadm15 Download the Slides at http://go.edu.chegg.com/SocAdm15-Slides
  40. 40. 75% 38% 33% 38% 20% 13% 10% 4% 18% 49% 52% 44% 38% 37% 37% 21% 7% 14% 15% 19% 43% 53% 53% 75% Campus visits Updates from college Campus photos In-person conversations Social media conversations YouTube videos Student blogs Twitter feeds Major influence Some influence No influence How much will each of the following influence where you decide to enroll? 3 in 5 say student conversations on social media influence where they would enroll Influence on deciding where to enroll Social Influence #socadm15

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