High Ed Web Ark - E-Expectations #hewebar

Jeremy RexSales DirectorOmniUpdate

E-Expectations 2012

July 27, 20122:15 PM

RBUS 102

Finding answers since 2005Visit any partner site to find the latest studies, including the 2012 E-Expectations of Juniors and Seniors white paper and trend reports for our recent Mobile and Communication Preferences studies.

E-Expectations Research

Overview Websites Social Media E-Communications

GoalsMethodology

DemographicsOther sources

How do they find and use our sites?

Using mobile?What tools?

Content-focused engagement

What are they using?

Do they connect these resources with their college

search?

Is email still a viable tool to reach them?

Is it OK to send them text

messages?

Agenda and Study Goals

Telephone survey of 2,000 high school students

Facilitated in March and April 2012

List source: National Research Center for College and University Admissions (NRCCUA)

95% confidence interval

+/- 3% margin of error

Methodology

Opportunity to Compare Their Preferences with Our Practices

Look for this logo to signal data points from the E-Recruitment Practices study of 256 U.S. colleges and universities facilitated by Noel-Levitz via web survey in April 2012.

JUNIORS in the enrollment process

Prospects 48%

Inquiries 42%

Applicants5%

At least one decision6%

SENIORS in the enrollment process

Prospects 12%

Inquiries 13%

Applicants15%

At least one decision60%

Websites

How do they find and use our sites?

Using mobile?What tools?

Content-focused engagement

Looking at Your Site: When? How?

Seniors Are Looking at College Sites More Frequently than Juniors

Earlier todayWithin past 7

days Within past month Within past

three months

0%

10%

20%

30%

40%

50%

60%

7%

40%

35%

18%15%

51%

23%

12%

JuniorsSeniors

When was the last time you visited a college/university website?

Goals for Site Use

Juniors:

1. Gather info about school, programs, and culture (58%)

2. Take next steps in enrollment (34%)

3. Find ways to connect with staff (8%)

Seniors:

1. Gather info about school, programs, and culture (47%)

2. Take next steps in enrollment (45%)

3. Find ways to connect with staff (7%)

Simple and easy:

73% Juniors

77% Seniors

Cool design/features:

27% Juniors

23% Seniors

Form over Function

Get a feeling for the school:

20% Juniors

16% Seniors

Facts vs. Feelings

Facts, dates, and details:

80% Juniors

84% Seniors

Words are most important:

72% Juniors

76% Seniors

Photos and videos:

28% Juniors

24% Seniors

Photos or Words?

Role of the Web in College Search Similar for Juniors and Seniors

Little or no role

Very small role

Some role

Significant role

Extremely important role

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

2%

7%

39%

37%

16%

3%

8%

36%

37%

14%Senors

Juniors

Schools that are recommended fare worst

Three scenarios:

1. Highly interested

2. Somewhat interested

3. Recommended by someone

How Will They Respond to a Bad Website Experience?

If They Struggle with Your Site, Their Opinion of Your School Will Be Diminished

High interest Some interest Recommended0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

6%20% 23%

41%

45%47%

53%

35% 30%

No ChangeDiminish OpinionSevere Harm

What challenges did they experience on the last college site they visited?

55% couldn’t find what they wanted because of challenges with the site navigation

Juniors were much more likely to have challenges finding academic and cost content than seniors

Guidance Counselors (74%) Friends (68%) Teachers (66%) Family (66%) Coaches (38%)

People, Print, and Web Resources Help Them Build Their List of Schools

People

Brochures/print mail from schools (72%) Google, Bing, or Yahoo search (67%) Emails I get from schools (62%) The College Board (51%) MyCollegeOptions (40%) CollegeWeekLive (30%) Cappex (12%) Zinch (8%) Peterson’s (5%)

Resources

Guidance Counselors (74%)o African-American (82%) compared to Caucasian (71%)o Web plays extremely important role (77%) compared to web plays no role (58%)

Friends (68%)o Have access to a mobile device (72%) compared to those who don’t (60%)

Teachers (66%)

Family (66%)o Caucasian (69%) compared to Asian (59%) and Hispanic (58%)o Parent attended college (70%) compared to parent didn’t attend (56%)o Have mobile phone (69%) compared to those without (59%)

Coaches (38%)o Male (43%) compared to female (33%)o African-American (43%) compared to Asian (31%) and Hispanic (35%)o Inquiries (41%) compared to applied (30%)

More About the PEOPLE Helping Students Formulate Their Lists of Schools

Web search just trailing print

Brochures/print mail from schools (72%)o Will give an email address (74%) compared to those who wouldn’t (57%)

Google, Bing, or Yahoo search (67%)o Asian (77%), African-American (74%) and Hispanic (72%) compared to

Caucasian (63%)

Emails I get from schools (62%)

The College Board (51%)

MyCollegeOptions (40%)

CollegeWeekLive (30%)

Cappex (12%)

Zinch (8%)

Peterson’s (5%)

More About RESOURCES Students Use to Form the List of Schools They’ll Consider

Using SEO strategies?

42% of 4-yr privates34% of 4-yr publics21% of 2-yr schools

Tours, Websites, and Conversations with Students and Staff Are Most Influential

Source: 2012 E-Expectations Trend Report: The Communication Expectations of College-Bound High School Students

Tour Website Talk with a student

Talk with admissions

rep

College search sites

Guidance counselor

Brochures College's Facebook

page

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

54.54

4.16

3.84 3.853.7

3.533.38

2.29

4.59

4.12 4.09 4 4.04

3.753.59

2.47SeniorsJuniors

More Than Two-Thirds (67%) Have Regular Access to a Mobile Device

20% are using tablets

52% of college-bound students have looked at a college website using a mobile device

Site optimized for mobile?


Exposure to QR Codes at Odds with Use

17% of juniors and 13% of seniors have used a QR code related to a college or university

84% said it was a worthwhile experience

Using QR codes?


Are we overdoing it?

Seniors More Likely Than Juniors to Have Viewed a Calendar on a College or University Website

56% Seniors; 45% Juniors

90% say this was a rewarding experience

Looking for: Admissions events (28%) Admissions deadlines (25%) Campus tour/visit events (15%) Student activities (8%) Athletic events (7%)

Webcam Use Higher Among Some Students of Color

75% of students would talk to an admission rep or current student via webcam

81% of juniors 69% of seniors

Underrepresented students are more likely to use webcams for personal use

45% overall Asian (62%) African-American (52%) Hispanic (46%) Caucasian (39%)

Students Say They Would Participate in Live Chat Sessions…

69% of all students would participate in a live chat event with faculty about a specific program

72% would do so to learn more about cost, aid, and scholarships

Student: I’ve heard your engineering program is one of the best. Can you explain why?

Faculty Member: There are a few important factors to consider…

If only we would ASK them to participate in live chat!

While 75% of students would chat with college reps via webcam...

only 4% have actually had these online conversations

Online Channels Offered

4-Year Private

4-Year Public

2-Year School

Live chats 34% 39% 7%

Instant messaging 16% 21% 10%

Web camera 11% 10% 0%

Webcast events 10% 16% 7%

Skype 35% 19% 7%

FaceTime 4% 5% 3%

Have content priorities shifted?

Does the method of engagement change their content goals?

Are juniors looking for different content than seniors?

Content Priorities

First Target Most Important Mobile

Academics 55% 47% 23%

Money 23% 29% 17%

Process 11% 11% 11%

Visit 5% 3% 3%

Campus 3% 5% 3%

Athletics 3% 3% 3%

Most Effective Way to Learn About a School’s ACADEMIC PROGRAM OPTIONS

Live chats/webcasts

Blog posts

Social media

Videos of faculty/current students

Independent online sites

Web search

Email from program faculty

Presentations from faculty/students during campus visit

Printed brochures

Descriptions on a website

0% 10% 20% 30% 40% 50% 60% 70% 80%

29%

30%

38%

43%

50%

53%

56%

58%

74%

68%

24%

31%

38%

43%

48%

50%

55%

61%

68%

71%

Seniors

Juniors

Which of these options does your site offer?

41% Browse through an alphabetically-ordered list

33% Use a search box

26% Look through a college or departmental page for all of the programs within that area

Preferred Way to Find List of Programs

Most Effective Way to Learn About COST, AID, AND SCHOLARSHIPS

Blog posts

Social media pages

Live Chats/Webcasts

Search

Calculators

Independent online sites

Videos explaining how to apply for aid/scholarships

Presentations from financial aid staff

Email from financial aid staff

Printed brochures

Details on a website

0% 10% 20% 30% 40% 50% 60%

9%

11%

12%

18%

16%

20%

19%

21%

28%

34%

49%

8%

9%

10%

15%

15%

16%

16%

21%

28%

29%

49%

Seniors

Juniors

23% of all students have used one, down from 36% in 2011

31% of seniors had done so, compared to 15% of juniors

Why haven’t they used a calculator yet?

74% haven’t found one, up from 50% in 2011

No significant difference between juniors or seniors

Calculator Use Decreased

Got a net price calculator?


Most Effective Way to Learn About a School’s CAMPUS LOCATION AND COMMUNITY

Live chats/webcasts

Blog posts

Social media

Independent sites

Videos

Search

Email messages

Printed brochures

Campus visits

Website details

0% 10% 20% 30% 40% 50% 60% 70% 80%

29%

30%

36%

42%

44%

44%

52%

62%

69%

69%

25%

30%

34%

41%

47%

46%

50%

58%

72%

68%

Seniors

Juniors

32% to see how big/small the campus is

26% to learn more about the area around campus

24% to get a sense of the buildings and architectural style

11% to see the insides of the residence halls

4% to see what the people look like

43% of All Students Viewed a Virtual Tour or Interactive Campus Map

51% no change

33% yes, for the better

12% some better, some worse

3% yes, for the worse

Did it change the way you feel about the school?

Virtual Tour:40% of 4-yr privates52% of 4-yr publics38% of 2-yr schools

Interactive Map:35% of 4-yr privates44% of 4-yr publics10% of 2-yr schools

54% will visit top schools

23% will visit all schools

5% won’t visit ANY schools because of cost or distance

1% have no interest in visiting

4 out of 5 Seniors Visited a College Campus

Plans to visit: High ability

High income

Private college interest

Using website frequently

Planning to visit all schools

Further in enrollment process, especially those with at least one decision or apps submitted

Groups with significantly higher results:

Formal visit?59% Juniors74% Seniors

80% of seniors and 70% of juniors expect to “re-visit”

schools they’ve already seen

Can they find your inquiry form easily?

When they find the content they need on your site, they’re going to look for a way to connect and engage!

1. Inquiry form

2. Visit options

3. Faculty email links

4. Admissions email links

5. Catalog detail

Inquiry form online?


Social Media

What are they using?

Do they connect these resources with their college

search?

Have you “pinned” anything yet?

Facebook Use Remains Steady at 79%

46% have—up from 27% in 2011 All ethnic groups higher than Hispanic Visiting college sites frequently Visited at least one school Have received at least one decision

Visited a school page? 69% have “liked” a school’s page

What do they expect in return?36% Info about admissions deadlines and events34% Info about academic programs30% Updates through the news feed30% The name of the school to appear in their “likes”26% Special info they can’t get elsewhere26% Interaction with page admins26% Contact from school about admission25% Photos and videos21% Interaction with other people who like the page20% Posts to share18% Specific info tailored to user profile

How often do you expect updates?

5%14%

16%

20%28%

7%6%

2% 2%More than 1x/day

1x/day

Every other day

2x/week

1x/week

2x/month

1x/month

Never

Other

More than 1/x

day

1x/day Every other day

2x/week 1x/week 2x/month 1x/month Never Other0%

10%

20%

30%

40%

50%

60%

70%

Student Expectations

4-yr Private

4-yr Public

2-yr School

98% of 4-year privates have a Facebook page (70% have a separate admissions page)

97% of 4-year publics have a Facebook page (74% have a separate admissions page)

93% of 2-year schools have a Facebook page (21% have a separate admissions page)

Twitter Use Increased to 27% — Up from 9%

25% follow a school feed—up from 19%

How often do you look at/update Twitter?

Many times/day


2x/week 1x/week 2x/month Never Other0%

10%

20%

30%

40%

50%

60%

Student Use

4-yr Private

4-yr Public

2-yr School

Using Twitter?

4-yr private: 37%4-yr public: 44%2-yr school: 14%

19% Use Google+; 10% Include Schools

How often do you look at/update Google+?

Many times/day



10%

20%

30%

40%

50%

60%

70%

80%

Student Use 4-yr Private

4-yr Public

Using Google+?


6% Use Pinterest; 5% Pin School Posts

How often do you look at/update Pinterest?

Many times/day



10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Student Use

4-yr Private

4-yr Public

2-yr School

Using Pinterest?


YouTube 62%Tumblr 9%StumbleUpon 7%Storify 1%SCVNGR 1%FourSquare 1%None 7%

Other Social Media Resources Used by Students

More Than a Third (35%) Will “Check In” While Visiting Your Campus

35% will check in

12% might

53% would not(This question asked of any student indicating use of Facebook, FourSquare, Gowalla, SCVNGR or other location-based resources.)

E-Communications

Is email still a viable tool to reach them?

Is it OK to send them text messages?

Agenda

78% of juniors and 85% of seniors say they still use email at least once per week

Significant differences (higher than others)

Higher ability students (A and B averages) Asian students Further in process (at least one decision)

93% will give an email address to schools

Just 5% will give a family or parent account

When?

55% When they ask for it (Juniors 63%; Seniors 48%)

40% Application (Juniors 33%; Seniors 45%)

4% Post-acceptance

1% Never

Email Use Remains Steady

http://sharepoint/C7/Resources/Image%20Library/College%20Students/Male%20Student_Working%20on%20Laptop%20(3).jpg

But, will they open those messages?

97% will open a message from a school of interest

68% will open a message from an unknown school

Juniors 76%

Seniors 63%

B average students 73%

African-American 74%

From the South 73%

Willing to give email 74%

At inquiry stage 73%

http://sharepoint/C7/Resources/Image%20Library/Communication,%20Web,%20Social%20Media,%20Technology/Object_Keyboard_Email_Technology_Communications1.jpg

60% say it’s OK to send them texts

Especially…

African-American and Hispanic Lower income Students from the South Mobile users

Why not?

Don’t bother me! 58% Texting is for family/friends 27% No data plan 6% I’m not ready 3% Too expensive 3% Phone doesn’t text 3%

It Might Be Time to Start Your Texting Program, If You Haven’t Already

Do you collect cell numbers? How do you use them?

4-Year Private

4-Year Public

2-year School

Collect cell numbers? 92% 74% 97%

Relationship-building calls 86% 61% 36%

Notifications 40% 24% 57%

Telecounseling call centers 38% 48% 21%

Individual text messages 35% 22% 21%

Mass text messages 16% 9% 18%

Other 4% 15% 11%

Recommendations

Improve Customer Service Experiences on Your Site

1

6

2

54

3

Segment content by class year and for decision influencers

Invest in your information architecture

Self-service

Using QR codes? Be sure the value-add is clear

Ready for even more mobile users?

Make admissions events and deadlines easy to find on your calendar

Experiment with a variety of webcast/ webcam and live chat engagement options

Content Experience Matters

SEO strategies should focus on academic programs

Don’t use your org chart to drive how users find your majors

Make engagement options with staff, faculty, and current students easy to find

Make sure that inquiry form and other engagement options are easy to find and use

1

2

3

4

Content Experience Ideas

Stop hiding your calculator!

Videos and interactive maps help users get a sense of place

Highlight your visit options—Do you have anything specific for repeat visitors in your web copy?

What specific visit/event options are available for sophomores and juniors?

Preset “check in” locations through Facebook and FourSquare or SCVNGR; cue site users and visitors that these resources are available

Invest in the Right Social Media Assets

Facebook

Post at least once to twice per week Facilitate dialogue with and between “likers” Give clear calls to action that integrate with

the website Remember to feature Facebook feeds and

specific resources with descriptions that demonstrate value

Set up measurement resources and remember to check results

YouTube

Carry on! Keep adding and categorizing resources to make it easy for users to find newest or by interest

Integrate within your communication flows and between other social media channels

Mix up the content focus, style, and production values

Measure!

Twitter Develop a specific

strategy for Twitter related to your markets and goals

Don’t rely on Facebook coupling to carry the day with your content

Engage current students (leaders, ambassadors) in tweet strategies

Google+

Pull together your content calendar and measurement strategies

Experiment with huddles

Pinterest

Pull some of your best photos from other assets and build some initial boards, then watch repins and other engagement

Consider board development by residence calls, majors, athletics, clubs, and other naturally occurring groups on your campus

Think about “repinnability” of your pins and boards— a little humor can get you a lot of attention

Go beyond photos to add video assets to your boards

Email: Still NOT Dead

Keep it in your overall communications flow mix

Integrate messages with your social media editorial calendars

Be sure that key message themes from inquiry stage are repeated in your yield flows

Are you testing your messages?

Do you have content-matched landing pages to support engagement and conversion?

Are you measuring carefully and remembering to check in on the results on a regular basis?

Use the Communication Channels Students Prefer

The conversations students have with campus representatives are impactful

Students use live chat, webcams, and text messaging frequently… and are open to speaking with campus reps through these channels

Get a strategy in place to line up with the rest of your communications flow

Use texting for key upcoming deadlines and use live chat or webcasts to make personal connections

Set up a measurement strategy and pay attention to the results

Questions?

Thank You!

Jeremy RexSales Director, OmniUpdate

[email protected]@j_rex