The document discusses the distinct characteristics and behaviors of the Class of 2020, highlighting their reliance on digital tools and online learning. Key statistics reveal their financial burdens, social media usage, and preferences for educational resources and communication methods. It emphasizes the importance of mobile optimization and targeted advertising in engaging these tech-savvy students during their college search process.

1. A15:
Recrui,ng
and
Serving
the
Self-­‐Service
Genera,on
• Mildred Johnson, Virginia Tech, VA
• Beth Wolfe, Marshall University, WV
• Gil Rogers, Chegg, CA

2. It’s
not
just
demographics.
The
class
of
2020
is
different.

3. They
are
different
from
than
any
genera,on
before
Only
6%
complete
homework
by
hand(2)
(vs
~25%
of
college
students)
Born
the
same
year
as
Google
1
in
5
recall
ever
calling
a
landline(1).
But
they
send
40
texts/day
*Sources:
(1)
&(2)CheggHeads,
Feb
2016
(High
School
n=378;
College
Student
n=
454),
(3)hFp://www.wsj.com/arMcles/for-­‐some-­‐graduates-­‐
college-­‐isnt-­‐worth-­‐the-­‐debt-­‐1409803261
ConfidenMal
Material
–
Chegg
Inc.
©
2005
-­‐
2016.
All
Rights
Reserved.
70%
will
have
more
than
$40k
in
debt
at
gradua,on(3)

4. Emerging
as
the
“on-­‐demand”
genera,on
“I
want
it
now.”
SMS
or
Snap
Me
Binge
watch
Not email
Uber
everywhere
Stream
anything
Confidential Material – Chegg Inc. © 2005 - 2016. All Rights Reserved.

5. They
believe
things
should
be
accessible
and
affordable
The
en,re
world
is
a
click
away
Only
ever
owned
a
Smartphone
Introduced
to
Khan
Academy
in
2nd
grade
The
YouTube
“wormhole”
ConfidenMal
Material
–
Chegg
Inc.
©
2005
-­‐
2016.
All
Rights
Reserved.

6. And
they
expect
to
be
able
to
learn
on-­‐line
any
,me
Use
a
device
in
class
every
day*
62%
Can
learn
a
new
subject
effecMvely
online
or
offline*
49%
Use
online
tutorials
for
school*
“Prefer
classes
&
programs
at
my
own
pace”
*
81%
70%
*Sources:
CheggHeads,
Feb
2016
(High
School
n=378;
College
Student
n=
454)
ConfidenMal
Material
–
Chegg
Inc.
©
2005
-­‐
2016.
All
Rights
Reserved.

7. 53%
46%
68%
85%
70%
72%
80%
90%
Foreign
Language
History
Science
Math
Have
you
used
online
help
for
any
of
these
subjects?
College
High
School
…
across
any
subject
*Sources:
CheggHeads,
Feb
2016
(High
School
n=378;
College
Student
n=
454)
ConfidenMal
Material
–
Chegg
Inc.
©
2005
-­‐
2016.
All
Rights
Reserved.

8. The
Key
Stats
for
Today’s
Conversa,on
Use
a
device
in
class
every
day*
“Prefer
classes
&
programs
at
my
own
pace”
*
81%
70%
Born
the
same
year
as
Google
Only
ever
owned
a
Smartphone

9. Born
when
Google
began…
Students
start
their
search
online

10. The
college
search
is
overwhelming
for
students

11. 60%
indicated
using
at
least
one
of
these
sites
Informa,ve
Social
Specialized
nearly
Segmen,ng
Digital
Tools
Which of the following online resources have you used to research colleges?

12. 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
plaiorm
AdmiFed
Students
Step
2
Data
is
anonymized
and
matched
to
IDs
176749830
Step
3
Media
is
targeted
to
IDs
across
devices
/channels

13. Engage
them
where
they
are
Students
are
social

14. 8%!
34%!
32%!
56%!
49%!
6%!
9%!
18%!
10%!
15%!
11%!
7%!
10%!
5%!
7%!
13%!
8%!
8%!
4%!
4%!
14%!
9%!
11%!
6%!
6%!
49%!
34%!
21%!
20%!
19%!
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Pinterest
TwiFer
Facebook
Snapchat
Instagram
MulMple
Mmes
a
day
Once
a
day
Once
a
week
Once
a
month
Every
once
in
a
while
Never
Frequency
of
Social
Media
Usage
How
omen
do
you
use
the
following
social
media
websites?

15. 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
increased
growth
by
percentage
points
17
Year
over
year
comparison:
How
omen
do
you
use
the
following
social
media
websites?

16. Visual-­‐First
Apps
Used
Most
4%!
18%!
16%!
15%!
22%!
14%!
5%!
8%!
11%!
12%!
12%!
11%!
5%!
7%!
9%!
16%!
13%!
14%!
9%!
5%!
7%!
9%!
7%!
13%!
12%!
12%!
15%!
16%!
16%!
19%!
65%!
50%!
42%!
32%!
30%!
29%!
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Pinterest
Snapchat
Twitter
Facebook
Instagram
YouTube
Multiple times a day
Once a day
Once a week
Once a month
Every once in a while
Never
#socadm16
Has
used
ever:
Vine
26%
YikYak
20%
LinkedIn
17%
How
omen
do
you
use
the
following
social
media
sites
during
college
research?

17. 41%
58%
19%
6%
49%
28%
60%
31%
14%
62%
48%
67%
46%
26%
20%
71%
70%
67%
56%
48%
21%
YouTube
Instagram
Facebook
TwiFer
Snapchat
Pinterest
2012
2013
2014
2015
Increased
Growth
and
Fragmenta,on
1
in
2
use
5+
plaiorms
Year
over
year
comparison:
How
omen
do
you
use
the
following
social
media
sites
during
college
research?

18. Combining
Social
with
Offline
#HokieSelfie

19. Hokie
Selfie
Outcomes
Nearly
200
posts
to
Twiier
Nearly
100
posts
to
Instagram
• Over
202K
social
media
impressions
across
TwiFer
and
Instagram
(3X
the
first
year)

20. Retarge,ng
Reach
students
minutes
amer
they
have
visited
your
site
or
expressed
interest
in
a
similar
school.

21. Retargeted
and
Sponsored
AdverMsements
Students
are
more
likely
to
respond
posiMvely
than
negaMvely
to
retargeted
or
sponsored
adverMsements
placed
throughout
the
web
and
social
media
outlets.
Q:
Have
you
ever
seen
sponsored
posts
or
ads
from
colleges
on
Facebook,
Instagram,
or
TwiFer?
[If
yes,]
how
did
seeing
those
ads
make
you
feel
about
the
college?
Q:
Have
you
ever
visited
a
college’s
website
and
then
seen
ads
for
the
college
elsewhere
while
you
were
browsing
online?
[If
yes,]
how
did
seeing
those
ads
make
you
feel
about
the
college?
36.7%
36.2%
39.6%
41.4%
23.7%
22.5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Retargeted
Ads
Sponsored
Ads
PosiMve
No
Effect
NegaMve
n=307
n=384

22. Retarge,ng
Strategies
Strategically
engage
and
convert
interested
students
with
messaging
tailored
to
their
phase
of
their
search.
Many
insMtuMons
leverage
.Edu
RetargeMng
to
drive
traffic
of
general
researchers
back
to
your
site
to
learn
more
(You
can
do
this
yourself!)
Chegg,
Niche
and
Baidu
page
visitor
retargeMng
to
engage
un-­‐idenMfied
prospects
on
the
top
college
search
Interest-­‐based
RetargeMng
to
engage
inquiries
&
students
considering
peers

23. Most
insMtuMons
that
do
retargeMng
focus
on
their
site
visitors

24. Retarget
students
who
are
acMvely
searching
peer
insMtuMons.

25. v

26. Another
example…

28. Mobile-­‐First
Only
ever
owned
a
smartphone
&
use
devices
daily
in
class

29. 47%
Laptop
37%
Smartphone
or
Tablet
13%
Desktop
Primary
Device
to
Research
Colleges
#socadm16
Which
device
do
you
primarily
use
to
research
colleges?

30. 4
in
5
visit
college
websites
1
in
5
download
naMve
apps
Admissions
Ac,ons
Completed
on
Mobile
Which
of
the
following
have
you
done
on
a
mobile
device
when
considering
which
colleges
to
apply
to
or
where
to
enroll?

31. Students
are
always
in
moMon.
Your
targeMng
should
be
too…
Recruit
students
through
locaMon-­‐based
mobile
targeMng
that
focuses
on
real-­‐Mme
acMvity
and
the
highest
engaged
areas.

32. 91%
of
consumers
have
their
phones
within
arms
reach
24
hours
a
day
The
average
user
checks
their
phone
150
TIMES
/
DAY
Sources: Study by app Locket, 2014. Under the Cover with College Students. Chegg, 2015.
93%
of
students
own
a
smartphone

33. Dynamic
targe,ng
zeros
in
on
the
strongest
performing
loca,ons
Standard
Geo-­‐fence
Chegg’s
Geo-­‐fence
Precise
Geo-­‐fence

34. Custom
InteracMon
Custom
Landing
Page
.EDU
Site
Dream Big. Live Limitless. Learn more!
Reach
students
on
their
favorite
apps
and
drive
to
your
mobile
EDU
site
or
a
custom
landing
page/interacMon
developed
by
Chegg

35. 82%
37%
37%
19%
15%
12%
6%
Visited
college
website
Scheduled
campus
visit
Taken
virtual
campus
tour
Downloaded
naMve
app
from
college
Asked
quesMon
on
social
media
Texted
with
college
rep
Live
chat
with
college
rep
Top
ac,ons
completed
by
students
on
mobile
Which
of
the
following
have
you
done
on
a
mobile
device
when
considering
which
colleges
to
apply
to
or
where
to
enroll?

36.
12%
submiFed
an
applicaMon
through
mobile
#socadm16!
only

37. 85%
35%
5%
College
Website
Common
App
Other
Submimng
Apps
on
Their
Phone
12%
submiFed
an
applicaMon
through
mobile
Did
you
submit
a
college
applicaMon
on
a
mobile
device?
Which
methods
best
describe
how
you
submiFed
a
college
applicaMon
on
your
mobile
device?

38. Google
AnalyMcs
evaluates
performance
via
Cookie
IDs
In-­‐app
mobile
adverMsing
can
only
be
tracked
by
Device
IDs
NOT
Cookie
IDs
The
biggest
challenge
to
measuring
mobile
adver,sing

39. The
path
to
conversion
is
onen
fragmented

40. The
path
to
conversion
is
onen
fragmented

41. The
path
to
conversion
is
onen
fragmented

42. The
path
to
conversion
is
onen
fragmented

43. Track
conversions
from
the
ini,al
click…

44. Track
conversions
from
the
ini,al
click…

45. Track
conversions
from
the
ini,al
click…

46. Track
conversions
from
the
ini,al
click…

47. Track
conversions
from
the
ini,al
click…
…track
conversions
from
other
devices
aner
the
first
view

48. Thank
you
• Mildred Johnson, Virginia Tech, VA
• mildredj@vt.edu
• Beth Wolfe, Marshall University, WV
• beth.wolfe@marshall.edu
• Gil Rogers, Chegg, CA
• gil@chegg.com