This “Topic Table” presentation for eduWeb was based on a survey of 15,800 college applicants and provides some insight into how applicants are using social media and the web to research institutions during their college search.

1. Recruiting 3.0: What your future applicants are saying about the web Phil BlissChief Innovation Officer Alyson YoungSocial Media Consultant Copyright ©2009 Academica Group Inc.

2. Introducing …Academica Group Part 1 Copyright ©2009 Academica Group Inc.

3. Philip Bliss CHIEF INNOVATION OFFICER A veteran technology, marketing and business strategist At the forefront of digital media development for twenty years. National and international track record includes many educational, non-profit, and technology clients, including the Smithsonian Institution Passionate about the creation of e-communities and the new social media dynamic Currently focused on leading new research and product development initiatives like SkoolPoolTMa social media application for Higher Education applicants and institutions Admission AnalyticsTM a new way for recruiters and marketers to realize market information in real time about their applicants and the market landscape (SkoolPool, UCASTM University & College Applicant Study and ADS) Reality CampusTM -- an online web video console and CMS for Higher Education recruitment and webcasting. Philip holds an HBA in English and Media Studies from the Stirling University. Copyright ©2009 Academica Group Inc.

4. Alyson Young Social Media Consultant A participating member of the social media generation Focuses on developing strategies and evidence-based solutions for social media and web projects. Has a Master of Arts in Media Studies from the University of Western Ontario, where she studied undergraduate students’ information revelation and privacy protection on Facebook for her MA thesis Honours Bachelor of Arts in Communication Studies from Wilfrid Laurier University Post-Graduate Certificate in Corporate Communications and Public Relations from Fanshawe College. Copyright ©2009 Academica Group Inc.

5. Our Mission To provide expertise in Higher Education market research, branding, strategy, and web To help Higher Education institutions chart their future course, define distinctive positions, and achieve success, individually and collectively To help government/s better understand and meet the needs of academic institutions, potential students, employers and society To help people find the right course in higher education, and in their careers Copyright ©2009 Academica Group Inc.

6. Why Social Media? Copyright ©2009 Academica Group Inc.

7. powerful recruiting platforms… Copyright ©2009 Academica Group Inc.

9. Expanded distribution platform… allowing you to go local, regional, national, international

10. Build social media applications/promotions that capture interest in your courses

11. Rich media is the future of impactful web Copyright ©2009 Academica Group Inc

12. Is Social Media Significant? < 1/3 of Americans consult Wikipedia Adult (19+) use of social networks sites nearly quadrupled in last 4 years, Facebook just reached 250 million subscribers in only 4 years! Since the beginning of the year, 72.5% of Twitter users have signed up for the service. This includes 22.7% of total users in March and 19.7% in April. Copyright ©2009 Academica Group Inc.

13. Webtrends 2009 Part 3 Copyright ©2009 Academica Group Inc.

14. Demographics N=2455 Females = 63.8% Males = 36.6% 18 and younger make up 59.6% of the population Source: Academica 2009 Webtrends Survey Copyright ©2009 Academica Group Inc

15. Hours Spent Online 74% of females spend 30 hrs or less online per week 68% of males spend 30 hrs or less online per week Source: Academica 2009 Webtrends Survey Copyright ©2009 Academica Group Inc

16. Internet Connection 63.0% of females have a high speed cable connection 62.0% of males have a high speed cable connection Source: Academica 2009 Webtrends Survey Copyright ©2009 Academica Group Inc

17. Internet Usage Communication Purposes Top Communication Purpose for both males and females is email (95% and 98%), followed by social network sites (74% and 78%) and instant messaging (71.4% and 72.5%) 33% of males compared to 19.3% of females communicate via discussion boards Source: Academica 2009 Webtrends Survey Copyright ©2009 Academica Group Inc

18. Internet Usage Entertainment Purposes Top Entertainment Purpose for both males and females is viewing streaming video (89.7% and 84.4%), followed by downloading music (68.5% and 64.3%) and listening to streaming audio (55.5% and 53.7%) Source: Academica 2009 Webtrends Survey Copyright ©2009 Academica Group Inc

19. Practical Purposes Top Practical Purpose for both males and females is researching for academic purposes (94.2% and 94.6%), followed by researching for personal purposes (93.5% and 92.8%) and Researching institutions (82.6% and 89.9%) Other 83.4% of females have searched online for Scholarship and Bursary information 79.6% of males have searched online for Scholarship and Bursary information Source: Academica 2009 Webtrends Survey Copyright ©2009 Academica Group Inc

20. Use of Facebook to Research Institution Discuss with friends 20.8% of females have used Facebook to discuss institutions with friends; 26.3% of females say they are likely to use Facebook to discuss institutions with friends 16.1% of males have used Facebook to discuss institutions with friends; 24.8% of males say they are likely to use Facebook to discuss institutions with friends Source: Academica 2009 Webtrends Survey Copyright ©2009 Academica Group Inc

21. Use of Facebook to Research Institution Communicate with institution through direct message Respondents are split on whether or not they would communicate with institutions through direct message Source: Academica 2009 Webtrends Survey Copyright ©2009 Academica Group Inc

22. Use of Facebook to Research Institution Communicate with current students 64.2% of females are somewhat to very likely to communicate with current students on Facebook about an institution 63.7% of males somewhat to very likely to communicate with current students on Facebook about an institution Source: Academica 2009 Webtrends Survey Copyright ©2009 Academica Group Inc

23. Use of Facebook to Research Institution Communicate with current students 64.2% of females are somewhat to very likely to communicate with current students on Facebook about an institution 63.7% of males somewhat to very likely to communicate with current students on Facebook about an institution Source: Academica 2009 Webtrends Survey Copyright ©2009 Academica Group Inc

24. Use of Facebook to Research Institution Look-up Information on Institutional Facebook Page 58.6% of females are somewhat to very likely to look up information on an institutional Facebook page 56.2% of males are somewhat to very likely to look up information on an institutional Facebook page 16.3% of females and 11.2% of males already have looked up information on a Facebook page Source: Academica 2009 Webtrends Survey Copyright ©2009 Academica Group Inc

25. Use of Facebook to Research Institution Receive Updates 60.7% of females are somewhat to very likely to want to receive Facebook updates from an institution they are considering 58% of men are somewhat to very likely to want to receive Facebook updates from an institution they are considering Source: Academica 2009 Webtrends Survey Copyright ©2009 Academica Group Inc

26. Use of Facebook to Research Institution Adding Current Student Rep 60% of females are somewhat to very likely to friend a current student rep 56.2% of males are somewhat to very likely to friend a current student rep Adding Admissions Officer or Faculty member Respondents not very likely to add an admissions officer as a friend Respondents not very likely to add a faculty member as a friend Source: Academica 2009 Webtrends Survey Copyright ©2009 Academica Group Inc

27. Use of Facebook to Research Institution Likelihood of joining a “Class of 2013” Facebook Group Females: 66.2% are somewhat to very likely to join a “class of 2013” Facebook Group Males: 45.8% are somewhat to very likely to join a “class of 2013” Facebook Group Source: Academica 2009 Webtrends Survey Copyright ©2009 Academica Group Inc

28. Use of Twitter as a Research Tool 91.5% of females DID NOT use Twitter as a resource for information on universities/colleges 87.3% of males DID NOT use Twitter as a resource for information on universities/colleges Source: Academica 2009 Webtrends Survey Copyright ©2009 Academica Group Inc

29. Use of YouTube as a Research Tool 82.6% of females DID NOT use YouTube as a resource for information on universities/colleges 82.5% of males DID NOT use YouTube as a resource for information on universities/colleges Source: Academica 2009 Webtrends Survey Copyright ©2009 Academica Group Inc

30. Use of Second Life 74.7% of females are not familiar with Second Life 58.4% of males are not familiar with Second Life Source: Academica 2009 Webtrends Survey Copyright ©2009 Academica Group Inc

31. Use of Blogs as a Resource 67.8% of females did not use a blog as a resource to find out information on universities/colleges 69.2% of males did not use a blog as a resource to find out information on universities/colleges Source: Academica 2009 Webtrends Survey Copyright ©2009 Academica Group Inc

32. Social Network RECRUITMENT Site Checklist Copyright ©2009 Academica Group Inc

34. Include contact information and fill out all the tabs

35. Update and post new information frequently

36. Engage in dialogue with fans or group members

37. Be on many sites, and only participate if you have the capacity to do so or hire someone to do it for youCopyright ©2009 Academica Group Inc.

38. Conclusions Copyright ©2009 Academica Group Inc.

40. Context, search, applications and communication wins with your audience (its called collaboration)

41. Social media offers an expanded search and media distribution platform that can replace traditional advertising – as long as you are in many places at once and can manage (more ads, more numbers, means more resources)Copyright ©2009 Academica Group Inc

43. Social media optimization is the key, so make sure you measure, measure, measure, listen and adapt to your audience

44. Integrated online (and maybe offline) campaigns that drive to your site, inform and convert

45. Realize that CRM is your friend and allows contact to be maintained

46. Rich media (video especially is the key) web might be the new TV so ensure you use it effectively in many places Copyright ©2009 Academica Group Inc

48. think message distribution across massive platform, don’t be intrusive but you can be disruptive

49. think delivering on your promise and conversion to fan

50. think conversation and video (http://georgiancollege.ca/rap)

51. think valid messages that can stand public scrutiny

52. think resources…constant monitoring is neededCopyright ©2009 Academica Group Inc

53. Please visit us online atwww.academicagroup.comWhite PapersAdmission AnalyticsWeb and Social Media Copyright ©2009 Academica Group Inc

54. Thank You Questions & Discussion Copyright ©2009 Academica Group Inc