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The Maturation of Mobile and Social: The 2017 Social Admissions Report

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Social media is no longer new. Neither is mobile. And yet, it still seems extremely difficult to stay current and up-to-date with what prospective students want and need. With constant changes in student preferences and behavior, how are enrollment marketers to keep up?

This year's edition of the Social Admissions Report will focus on recent trends and shifts in student use of digital tools like college help sites, social media sites like Instagram and Snapchat, and mobile technology to find and access college information during their search and selection process.

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The Maturation of Mobile and Social: The 2017 Social Admissions Report

  1. 1. THE MATURATION OF MOBILE AND SOCIAL: THE 2017 SOCIAL ADMISSIONS REPORT + + #SocAdm17
  2. 2. Join the backchannel Tweet using #SocAdm17 Mention: @SocialAdmission @NRCCUA & @TargetX Or talk to the presenters: @gilrogers & @brianwmniles #SocAdm17
  3. 3. Data-Driven Research Direct Outreach Digital Marketing For Chegg Partners: • Continued delivery of all student data and/or digital marketing services • Opportunity to reach a broader pool of students with data- informed strategies For NRCCUA Partners: • Continued delivery of all student data, access to DataLab, Eduventures Research, etc. • Opportunity to enhance traditional outreach with turn- key digital marketing For Partners of Both: • All of the above + a single NRCCUA Regional Director to support your
  4. 4. • However, with consistent changes to algorithms and platforms, we continue to stay on our toes • There is a consistent shift in what platforms students use and value most • It’s important to stay informed and understand where college help sites and social media influence behavior, and the impact mobile access has Mobile and Social Are No Longer New #SocAdm17
  5. 5. 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 Methodology: Survey invitations were emailed to Chegg high school students Survey Dates: Q4 2016 Past Social Admissions Report fielded since 2012. Trends are highlighted throughout the presentation High School Students: 1926 surveys completed this wave (over 7,000 in total). Weighted data to 42% male, 58% female #SocAdm17
  6. 6. 53% 23% 17% 1% 2% 4% Ethnic Breakdown Caucasian Hispanic African American Native Hawaii/Pacific Islander American Indian/Alaska Native Prefer Not to Answer 34% 39% 19% 8% 1 - 3 4 - 6 7 - 10 +10 Number of Schools Applied tooTop States of Residents Respondent Breakdown + +
  7. 7. IT’S IMPORTANT TO DISTINGUISH BETWEEN WHERE DIGITAL TOOLS AND SOCIAL TOOLS FIT IN THE COLLEGE SEARCH #SocAdm17
  8. 8. DIGITAL TOOLS Students use these tools to determine: Does this school offer what I want? Can I afford it? How do I apply? #SocAdm17
  9. 9. SOCIAL NETWORKS Students use these tools to ask: Will they like me? Will I like them? Are the students like me? #SocAdm17
  10. 10. STUDENTS USE A COLLEGE SEARCH/REVIEW SITE WHEN RESEARCHING SCHOOLS Informative Social Specialized 9 out of 10 Which of the following online resources have you used to research colleges? Segmenting Digital Tools #SocAdm17
  11. 11. 85% 84% 73% 63% 57% 56% Scholarship information Information about college (e.g., specific majors) Admissions information Financial aid College ratings Information about life on campus Which types of content are you looking for on these sites?+ + Type of Content Looking For #SocAdm17
  12. 12. $$$$$ What Students Are Looking For 4 in 5 For Scholarships 3 in 4 Looking for Admissions Info Students are in “discovery” mode when using digital tools. #SocAdm17
  13. 13. Most Useful for College Research 11% 17% 28% 40% 24% 35% 41% 37% 45% 40% 28% 14% 20% 8% 2% 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 69% Indicate very-extremely useful 35% How useful were the following types of sites during your college research? #SocAdm17
  14. 14. • 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 all students report using at least one college search/help site 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 #SocAdm17
  15. 15. DIALING IN ON MOBILE #SocAdm17
  16. 16. 35% Hand Held Device Savvy Consumers 14% Desktop 50% Laptop Primary Device Used to Research College Which device do you primarily use to research colleges?? #SocAdm17
  17. 17. 85% 42% 38% 20% 14% 12% 6% Visited College Website Scheduled Campus Visit Taken Virtual campus Tour Downloaded App from College Asked Question on Social Media Texted with College Rep Live Chat with College Rep Actions taken on mobile when considering which college to apply to or enroll in. College Research on Mobile + +
  18. 18. What Students Are Looking For 8 in 10 Students Visit College Websites on Mobile 4 in 10 Schedule a Visit or Take a Virtual Tour #SocAdm17
  19. 19. More than half of students access college sites on a mobile device at least weekly 17% 65% 11% 7% Excellent Okay Challenging Not Applicable Quality of Experience on Mobile Site College Websites on Mobile Once a Day 18% Once a Week 41% Once a Month 13% Every Once in a While 28% Frequency of Visiting 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?
  20. 20. 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) The Application Process Rarely Ends on Mobile + + SUBMITTED AN APP THROUGH A MOBILE DEVICE 13%
  21. 21. Track Conversion from the Initial Click… #SocAdm17
  22. 22. Track Conversion from the Initial Click… Track Conversion from other devices after the first view
  23. 23. 60% OF STUDENTS EXPECT A RESPONSE WITHIN THE SAMEAfter you contact a college representative, how soon do you expect to hear a response?? #SocAdm17
  24. 24. 92% AGREE “I WOULD LIKE TO RECEIVE COMMUNICATION FROM COLLEGE ADMISSIONS TAILORED SPECIFICALLY TO ME” I would like to receive communication from college admissions tailored specifically to me #SocAdm17
  25. 25. Email Preferred Mode of Communication; One in Four Students Want Text 13% 13% 26% 32% 53% 76% 37% 24% 32% 38% 33% 20% 29% 23% 19% 19% 9% 3% 21% 40% 23% 11% 5% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Phone call Messaging App Text In-person Mail Email Often Sometimes Rarely Never Down from 20% How Often Would You Prefer to Receive the Following Types of Communication from College Admissions?
  26. 26. Email and Mail Preferred Communicated Modes 47% 66% 67% 67% 75% 45% 21% 27% 26% 19% 1% 2% 1% 1% 1% 2% 5% 2% 2% 3% 5% 5% 2% 4% 2% 0% 1% 1% 0% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Admissions decision Housing/ roommate assignment Receipt of transcripts Financial aid information Application completion Email Mail Social Media Text Messaging App How Do You Most Likely to Receive Communication from Colleges About the Following?
  27. 27. APP HAPPY #SocAdm17
  28. 28. Mobile Browsing vs. Mobile Apps 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. 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. #SocAdm17
  29. 29. 63% 39% 36% 11% 5% 1% 7% Kik GroupMe WhatsApp Whisper WeChat FireChat Other Private Messaging Have you used any of the following messaging apps? Private Messaging Apps Continue to Gain Ground Over HALF of Students Use WhatsApp or GroupMe Other: Faceboo k & Skype
  30. 30. TAKE NOTE: THERE IS A DIFFERENCE BETWEEN PEER-TO-PEER AND STUDENT-TO-SCHOOL INTERACTIONS. #SocAdm17
  31. 31. 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 (e.g. Schools App)
  32. 32. Text Messaging & Private Messaging #SocAdm17
  33. 33. 76% 72% 66% 65% 58% 53% 51% 48% 40% 10% Stay Updated on Admissions Info To Manage Schedule, Check Grades, Etc. Be Informed of Campus News & Events Learn about Types of Programs Offered To View Campus Map Submit Application Communicate with College Rep Take a Virtual Tour Interact with Admitted and Current Students I Wouldn't Download an App Top Reasons to Download an App Half of students would download an app to communicate with college reps For what purpose would you download an app from a college? (select all that apply)
  34. 34. Key Findings on Mobile The path to application is fragmented. Students stop and start their search across multiple devices. Connecting the dots is a challenge but important. Students want mass personalization. 9 out of 10 students want information tailored specifically to them within 24 hours of requesting it. “Students want what they want, when they want, where they want it”. There is a difference between student-to-student and student-to-school. With respect to each platform and channel it is important to understand intent versus use. #SocAdm17
  35. 35. LEVERAGING SOCIAL PLATFORMS #SocAdm17
  36. 36. 9% 26% 32% 50% 57% 7% 9% 16% 13% 10% 9% 5% 10% 6% 4% 5% 3% 4% 1% 1% 18% 13% 13% 7% 6% 51% 44% 26% 23% 22% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Pinterest Twitter Facebook Instagram Snapchat Multiple times a day Once a day Once a week Once a month Every once in a while Never How often do you use the following different social media websites? Frequency of Use: OVERALL -19% Use daily or more often % change YOY
  37. 37. 3% 8% 12% 12% 14% 16% 3% 8% 8% 10% 10% 12% 4% 11% 6% 14% 15% 15% 4% 5% 3% 7% 8% 7% 11% 14% 13% 20% 21% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% Pinterest Twitter Snapchat Facebook YouTube Instagram Multiple times a day Once a day Once a week Once a month Every once in a while Frequency of Use: COLLEGE SEARCH How often do you use the following social media sites during college research?
  38. 38. 40% 20% 16% 13% 7% 8% 7% 5% 42% 27% 24% 18% 12% 10% 8% 8% Watched a video from a college Watched a video from a current student Read a student blog Searched for a specific hashtag Participated in a live chat Posted a question to a college representative on a social media site Posted a question to a current student on a social media site Tweeted with a specific hashtag Visual Activities Have Done in Past Week Have Done in Past Month or Longer Discovery vs. Decision Engine 4 in 5 students have watched a video during their college search How often have you done the following during your college research process?
  39. 39. 48% 87% 51% 31% 64% 63% 82% 54% 37% 81% 80% 79% 66% 51% 77% 78% 74% 56% 49% Instagram Snapchat Facebook Twitter Pinterest Use of Social Media (Trended) 2013 2014 2015 2016 Shifts in Social Media Usage Q4. How often do you use the following different social media websites?
  40. 40. 28% 60% 31% 14% 48% 26% 67% 46% 20% 70% 48% 67% 56% 21% 71% 53% 68% 50% 28% Instagram Snapchat Facebook Twitter Pinterest 2013 2014 2015 2016 1 in 2USE 5+ PLATFORM S Year over year comparison: How often do you use the following social media sites during college research? Increased Growth and Fragmentation of Social in College Search
  41. 41. Yes, 37% No, 63% 1 in 3 Have Used Social Media to Research College/Universities Discovery vs. Decision Engine Did (or will) you use social media to research colleges that you have applied to (or to which you are considering applying)? 60% have liked or followed a school in their consideration set. #SocAdm17
  42. 42. Not at all Relevant, 3% Slightly Relevant, 21% Moderately Relevant, 40% Very Relevant, 21% Extremely Relevant, 7% Only 1 in 4 find content on college social media accounts relevant How relevant is the information posted on colleges' official social media accounts or posts? #SocAdm17
  43. 43. Interactions Matter Nearly 40% of students say interactions they have on social media influence where they enroll. #SocAdm17
  44. 44. Key Findings for Social Media Social is Visual: The majority of students use YouTube most frequently when researching colleges online. Networks consistently shift: Twitter is down, SnapChat is up – But still not the #1 platform used by students to specifically research colleges. Interactions matter: Decisions to enroll are influenced by the interactions they have with other admitted/current students. #SocAdm17
  45. 45. Thank You! Gil Rogers gil@chegg.com @gilrogers @socialadmission Brian Niles niles@targetx.com @brianwmniles @TargetX #SocAdm17 Recording, slides and the full whitepaper will be available shortly at http://edu.chegg.com/downloads

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