Advanced Trends in Mobile and Social Media for College Admissions

A dual perspective from college admissions and 2011-12 high school grads

Background• The average young

American now spends practically every waking minute – except for time in school – using a smart phone, computer, television or other electronic device.*

**Keiser Family Foundation, 2010**Sysomos.com, 2010

• Social networking tops teens’ lists of online activities including games and watching videos on YouTube**

…But how do those stats relate to prospective college students and the world of college admissions online?

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We surveyed students and colleges to find out.

January, 2011, online survey of:

1,064 2011 HS grads

1,032 2012 HS grads

+

82 College admission officers

Note: Approximately one third of both high school student groups are first generation

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About Cappex

• Leader in online student recruiting• Founded in 2006

• 3 million college-bound student users

• 16,000 participating high school counselors

• Hundreds of colleges from across the U.S. and beyond

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AgendaStudent Findings• Overview of key online channels• Preferred contact methods• Hardware used• Going mobile• Getting to know your campus• Social networks for admitted students

College Findings• Mobile focus• Social networking for yield• Future focus

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Student Findings

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Josh E. Yes, it's definitely meeting us at our level instead of having to go through extra, more professional hoops like their website or snail mail.

Genail S. Yes, it would be a lot better if the colleges would contact me via facebook because I am always on facebook and it is more convenient.

Key Online Channels Used – Student Voices Do you recommend Facebook for College Search?

Tramell M. My Facebook is more for my family and friends so I would say no. I don’t believe that any social networking sites are grounds for speaking with universities in a professional manner.

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Key Online Channels Used E-mail continues to be a primary channel

students use to communicate with colleges.

n= 1,064 2011 HS Grads8

Key Online Channels UsedDo colleges perceive it the same way?

There are definite correlations, though colleges put more emphasis on blogs than students do.

n=82 College Admission Officers9

Timothy M. I'd rather have short testimonials, and many others would too. This on-the-go life we live in today doesn't give us any time to read long blogs and long responses. What if we were wanting to look at 15 colleges, and we would have to read 15 blogs that were too long. How much time would it take for us to get tired of reading?

Key Online Channels Used – Student Voices What do you think of college blogs? Did any of the

colleges you looked into have blogs that changed your opinion on the school?

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Preferred Contact MethodsIn which channels do students prefer initial direct contact from colleges?

Preference continues to be traditional channels: e-mail and mail

n=1064 2011 HS Grads

2012s: 40%

2012s: 26%

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Preferred Contact MethodsCell phone contact becomes more acceptable

when continuing the conversation.

n=1064 2011 HS Grads

2012s: 25%

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Preferred Contact MethodsContacting on Facebook: OK if message is relevant

n=1064 2011 HS Grads 13

Hardware Used Students mostly using laptop or desktop

computers for online interactions.

n= 1,064 2011 HS Grads14

Hardware UsedIf using a mobile device to go online,

iPod Touch wins out.

Note: Approximately one third of survey responders do not have a Smartphone.

n= 643 2011 HS Grads 15

Cheryl H. Mobile friendly site because I doubt i'd download an app just for a college site

Ashley A. app, i usually forget site urls and an app is always there :)

Going Mobile – Student Voices Would you prefer downloading a college app on your phone

or using a college's mobile-friendly version website?

Savannah F. If it was a good app that had the features I needed, for a good price (preferably free) that'd be great.

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Going MobileApps vs. Mobile Version of a College’s Site: Survey says

students would rather use a mobile version of your site.

n= 728 2011 HS Grads and 605 2012 HS Grads 17

Going Mobile For students who have download college-related apps, what are they downloading?

n= 593 2011 HS Grads 18

Nkem O. Yes, but they should also call or send an email just in case you never received the message.

Amanda M. Yes, that way incoming students would know upcoming deadlines and made sure they were on top of their stuff.

Going Mobile – Student Voices Would you want colleges you’re interested in to

text message you about admissions updates?

Bailey T. NO. It’d be annoying.

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Going MobileIf you have a personalized, relevant message, it

is OK to contact by texting.

n=1064 2011 HS Grads 20

Getting to Know Your CampusTo help students get to know your campus, video is key. Location-based tools somewhat nascent.

n=1064 2011 HS Grads 21

Getting to Know Your CampusTwo thirds of students would prefer a student-

led tour over a GPS-enabled mobile app.

Note: First-gen students are more interested in the GPS app (38% compared to 29% non-first-gen).

n=1064 2011 HS Grads 22

Using Facebook for Admitted StudentsOnce admitted, students want to meet classmates,

get to know the school and share advice.

n=1064 2011 HS Grads 23

Student Conclusions

• E-mail and Facebook remain primary channels students use to communicate with and search for colleges

• Mobile Devices are the main way about 1/3 of students go online, and they are looking to use Mobile-friendly College Sites

• Direct Cell Phone contact is more acceptable for follow up• Students are looking for Videos to get a feel for your campus

and its culture; lower interest in blogs• Location-based Tools still somewhat nascent

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College Admissions Findings

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Mobile FocusTwo thirds say the Admissions Department is

responsible for mobile strategy.

n=82 College Admission Officers 26

Mobile FocusOne third of schools say they have created a

mobile-friendly version of their website.

Yes, 65%

No, 35%

If your school does not have a mobile-friendly website, does your school plan to

create one in 2011?

n=82 College Admission Officers 27

Mobile FocusWhat about mobile apps?

Nearly 90 percent say they don't have one.

Note: Of those who don't have a mobile app, just one third plan to create one in 2011.

50%58%

92%

0% 20% 40% 60% 80% 100%

College EventsVirtual Tours

Campus and Admission Information

If your school does provide mobile apps, what type of mobile app(s) does your school provide?

n=82 College Admission Officers

n=12 College Admission Officers

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Mobile Focus65 percent of colleges ask students to submit their cell

phone numbers when they inquire on the school's website.

• Cell phone numbers are used to call students as opposed to texting them.

• A few said they call AND text

Yes, 65%

No, 35%

Do you ask students to submit their cell phone numbers when they inquire on your school website?

n=82 College Admission Officers 29

Social Networking for Yield39 percent have a private social network for

admitted or newly-enrolled students.

Note: A few who don’t have Private Social Networks have set up Facebook groups for admitted / deposited students.

n=82 College Admission Officers 30

Future FocusPlans include more emphasis on Facebook,

mobile-friendly websites and video / virtual tours.

n=82 College Admission Officers 31

Future FocusWhat are the primary discussion points about

mobile in your department right now?

• Developing mobile-friendly versions of higher levels of our website as well as a mobile app featuring campus map, people directory, news, calendar of events

• Determining a product for a mobile campus tour• Mobile-accessible web site and Mobile-accessible virtual tour• Strategy for making website or select pages mobile friendly.

Debate over use of text messaging. Discussion about best format for virtual tours

• Mobilizing our website and possible mobile app

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Future Focus 6 recommendations for 2011

1. Focus on video tours and student videos vs. traditional blogs and location-based social media

2. Continue presence on Facebook to provide campus information, start discussions, and create connections with prospects, enrolled students, and alumni

3. When creating a mobile strategy, top priority should be making current online resources mobile-friendly; mobile app should be a secondary strategy

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Future Focus 6 recommendations for 2011

4. Keep communication via text and cell phone direct, relevant and personalized. Avoid generic “blast” texts, and follow up on messages with an email

5. Consider e-mail the cornerstone of your online communication with students

6. To help with yield, create a social media forum where admitted students can connect with future classmates

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New White Paper6 Trends in Digital and Mobile Communications for College Admissions

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Questions?

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