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This is my presentation from the 2013 Ed Social Media Summit in Boston. How 11,000 college bound students use social media in their daily lives and college search.
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Social Media and Student TrendsWhere are they headed?
2 The 2012 Social Admissions Report
Olivia
Senior in high-school from Ohio
• 3,000+ Facebook friends
• 1,000+ Instagram followers
• 300+ pictures
• 600+ followers on Twitter
• 3,000+ tweets
3 The 2012 Social Admissions Report
Social Media Pinwheel
4 The 2012 Social Admissions Report
2013 Social Admissions Report Inigral and Zinch Project Anonymous email survey 7,000 students August 2012 4,000 students February 2013
5 The 2012 Social Admissions Report
by Inigral
6 The 2012 Social Admissions Report
Who We Surveyed
“I want reviews on colleges from real live students who go to them.”
0%
19%
54%
25%
1% 1%
HS Seniors
HS Juniors College
Freshman
7 The 2012 Social Admissions Report
Respondents by Race or Ethnicity
Race or Ethnicity Our Survey College Board
American Indian/Alaskan 1.1% 1%
Asian, Asian Am. Or Pacific Islander 12.1% 11%
Black or African American 17.4% 13%
Hispanic Latino 18.9% 15%
White 48.4% 53%
Other/No Response 2.8% 8%
8 The 2012 Social Admissions Report
Where StudentsAre Today
Sure I have a Facebook account, but I don’t post that much anymore. I meanly use it for online chat with my friends, but Twitter and Instagram are places I share things with close friends.
– High school senior
9 The 2012 Social Admissions Report
Students and Mobile Usage
Yes70%
No21%
n/a9%
Do you accesssocial media on
your mobile device?
Yes87%
No13%
Have you used a mobile phone to
visit your school’s website?
10 The 2012 Social Admissions Report
How often do students use Facebook?
Multiple times a
day
48%
Oncea day22%
OnceA week
9%
Once aMonth
2%
Every once
in a while6%
Never13%
Down 1%
11 The 2012 Social Admissions Report
How often do students use Twitter?
Never53%
Everyonce ina while
12%Once aMonth
3%
Oncea week
6%
Oncea day8%
Multiple times a
day19%
Up 3%
12 The 2012 Social Admissions Report
How often do students use Tumblr?
Never
66%
Every oncein a
while10%
Once aMonth
3%
Oncea week
5%
Oncea day5%
Multiple times a day11%
Up 11%
13 The 2012 Social Admissions Report
How often do students use Instagram?
Never58%
Every once
in a while9%
Once aMonth
2%
Oncea week
4%
Once a day5%
Multiple times a
day22%
Up 14%
14 The 2012 Social Admissions Report
How often do you use Pinterest?
Never64%
Every once
in a while10%
Oncea month
4%
Oncea week
7%
Oncea day6%
MultipleTimesa day8%
Up 11%
15 The 2012 Social Admissions Report
Student Network Usage 2012 to 2013
Facebook Twitter Tumblr Instagram Pinterest0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
16 The 2012 Social Admissions Report
Student Social Media Behaviors
“I want to see fun things about going to school there, school news, advice from current students. I'd much rather see it on their social media site than have it clog my e-mail.”
– High school junior
17 The 2012 Social Admissions Report
Do studentsthink colleges and universities should have a social media presence?
Yes
77%
No4%
Unsure26%
Yes Up 10%
18 The 2012 Social Admissions Report
Have you used social media to research colleges and universities?
Yes
72%
No28%
Yes Up 4%
19 The 2012 Social Admissions Report
Class of 2012
Did you usesocial media as a resource when deciding where to enroll?
Yes39%
No
61%
20 The 2012 Social Admissions Report
Class of 2013
Did you usesocial media as a resource when deciding where to enroll?
Yes75%
No
25%
Yes Up 36%
21 The 2012 Social Admissions Report
Tumblr
YouTube
0% 10% 20% 30% 40% 50% 60% 70%
2%
2%
4%
4%
7%
11%
2%
2%
3%
4%
5%
10%
3%
3%
3%
4%
9%
14%
2%
2%
2%
3%
8%
8%
5%
6%
6%
10%
21%
21%
Multiple times a day Once a day Once a week Once a month Every once in a while
What social media sites did students use to research colleges?
22 The 2012 Social Admissions Report
Did you follow or like a potential college on social media?
Yes49%
No
51%
23 The 2012 Social Admissions Report
Stop for a moment
24 The 2012 Social Admissions Report
1. You aren’t in control.
2. Students are your living brand.
3. Embrace this, amplify this.
25 The 2012 Social Admissions Report
News and updates from the college
Conversations I had with students that attend the school through social media
Photos I saw of the school
Conversations I had with my friends about the school on social media
Student blogs I read
YouTube videos
Twitter feeds
42%
32%
32%
24%
18%
14%
4%
47%
44%
54%
49%
43%
40%
20%
11%
24%
14%
27%
39%
46%
76%
Major influence Some influence No influence
Social Media and Student Influence
26 The 2012 Social Admissions Report
Institutional Context
VS.
Student Context
27 The 2012 Social Admissions Report
What are some things you would liketo see more of on college or
university social media sites?
28 The 2012 Social Admissions Report
29 The 2012 Social Admissions Report
30 The 2012 Social Admissions Report
Design Thinking
“Process of investigating ill-defined problems, acquiring information, analyzing knowledge, and posing solutions.”
31 The 2012 Social Admissions Report
Define
“Decide what issue you are trying to solve”
32 The 2012 Social Admissions Report
Research
“Collect and analyze user behavior”
33 The 2012 Social Admissions Report
What are some things you would liketo see more of on college or
university social media sites?
34 The 2012 Social Admissions Report
Students School
Information Events
Photos
What do students want to see on college social networking sites?
35 The 2012 Social Admissions Report
What do students want?
“I would like to see like an advice column or a FAQ section where common ‘worry’ questions can be answered to help ease the tension upon arriving to college or while attending college.”
“I would like to be able to ask a question and really have anyone's response to it, and not just an administrator telling me to look at the blah blah tab on their website.”
“Real information. Less fluff.”
36 The 2012 Social Admissions Report
“I would like to be able to ask a question and really have anyone's response to it, and not just an administrator telling me to look at the blah blah tab on their website.”
37 The 2012 Social Admissions Report
Two questions students ask
Are they like me?
Will they like me?
38 The 2012 Social Admissions Report
Student Network Usage 2012 to 2013
Facebook Twitter Tumblr Instagram Pinterest0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
39 The 2012 Social Admissions Report
40 The 2012 Social Admissions Report
Yes
78%
No3%
Maybe19%
Would students join a social network created specifically for admitted students at their institution?
41 The 2012 Social Admissions Report
Social Engagement and Enrollment Outcomes
42 The 2012 Social Admissions Report
43 The 2012 Social Admissions Report
Questions?
www.inigral.com
Blog.inigral.com
@bcroke