highlights from the 2012 e-expectations study presented to case/indiana
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Highlights: The E-expectations of College-Bound High School Juniors and Seniors
Stephanie GeyerAssociate Vice President for Web Strategy and
Interactive Marketing Services
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Finding answers since 2005
Visit 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
http://bit.ly/NkfloGFind all of the past studies here!
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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
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An 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
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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
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Content PrioritiesFirst 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%
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Most effective way to learn about a school’s ACADEMIC PROGRAM OPTIONS
29%
30%
38%
43%
50%
53%
56%
58%
74%
68%
24%
31%
38%
43%
48%
50%
55%
61%
68%
71%
0% 20% 40% 60% 80%
Live chats/webcasts
Blog posts
Social media
Videos of faculty/current students
Independent online sites
Web search
E-mail from program faculty
Presentations from faculty/studentsduring campus visit
Printed brochures
Descriptions on a Web site
SeniorsJuniors
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• 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
Alpha-ordered list is the top method for sharing academic program options
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Most effective Way to Learn About COST, AID, AND SCHOLARSHIPS
9%
11%
12%
18%
16%
20%
19%
21%
28%
34%
49%
8%
9%
10%
15%
15%
16%
16%
21%
28%
29%
49%
0% 10% 20% 30% 40% 50% 60%
Blog posts
Social media pages
Live Chats/Webcasts
Search
Calculators
Independent online sites
Videos explaining how to apply foraid/scholarships
Presentations from financial aidstaff
E-mail from financial aid staff
Printed brochures
Details on a Web site
Seniors
Juniors
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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
2011o No significant difference between juniors
or seniors
Calculator Use Decreased
Got net price calculator?
90% of 4-yr privates77% of 4-yr publics59% of 2-yr schools
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Most effective way to learn about a school’s CAMPUS LOCATION AND COMMUNITY
29%
30%
36%
42%
44%
44%
52%
62%
69%
69%
25%
30%
34%
41%
47%
46%
50%
58%
72%
68%
0% 20% 40% 60% 80%
Live chats/webcasts
Blog posts
Social media
Independent sites
Videos
Search
E-mail messages
Printed brochures
Campus visits
Web site details
SeniorsJuniors
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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 form2. Visit options3. Faculty e-mail links4. Admissions e-mail links5. Catalog detail
Inquiry form online?
88% of 4-yr privates77% of 4-yr publics62% of 2-yr schools
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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 Web site using a
mobile device
Site optimized for mobile?
35% of 4-yr privates39% of 4-yr publics7% of 2-yr schools
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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?
67% of 4-yr privates61% of 4-yr publics44% of 2-yr schools
Are we over-doing it?
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• 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 have viewed a virtual tour or interactive campus map
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Did it change the way you feel about the school?
Virtual tour:40% of 4-yr privates52% of 4-yr publics38% of 2-yr schoolsInteractive map:35% of 4-yr privates44% of 4-yr publics10% of 2-yr schools
51%33%
12%
3%No change
For thebetterSome better,some worseFor theworse
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Are students interested in using Webcams to interact with college personnel?
45%
75%
4%
55%
25%
96%
0%10%20%30%40%50%60%70%80%90%
100%
Use Webcam Would talk tocollege repon Webcam
Have talked tocollege repon Webcam
Yes No
© 2012 Noel-Levitz, Inc.2012 E-Expectations Report: The Online Expectations of College-Bound Juniors and Seniors
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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%)
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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…
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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-yearpublic
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%
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Which social media resources do students use at least once per week?
Facebook 79% Pinterest 6%
YouTube 62% Storify 1%
Twitter 27% SCVNGR 1%
Google+ 19% Foursquare 1%Tumblr 9% None 7%
StumbleUpon 7%
© 2012 Noel-Levitz, Inc.2012 E-Expectations Report: The Online Expectations of College-Bound Juniors and Seniors
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Facebook use remains steady at 79%
• 46% have—up from 27% in 2011
Visited a school page?
69% have “liked” a school’s pageWhat do they expect in return? Not much!
• 36% info about admissions deadlines and events• 34% info about academic programs• 30% updates through the news feed• 30% the name of the school to appear in their “likes”• 26% special info they can’t get elsewhere• 26% interaction with page admins• 26% contact from school about admission• 25% photos and videos• 21% interaction with other people who like the page• 20% posts to share• 18% specific info tailored to user profile
• 98% of 4-year privates have a Facebook page
o 70% have a separate admissions page
• 97% of 4-year publics have a Facebook page
o 74% have a separate admissions page
• 93% of 2-year schools have a Facebook page
o 21% have a separate admissions page
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0%
10%
20%
30%
40%
50%
60%
70%
More than1/x day
1x/day Every otherday
2x/week 1x/week 2x/month 1x/month Never Other
Student Expectations4-yr Private4-yr Public2-year
Facebook: Frequency of posts
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0%
10%
20%
30%
40%
50%
60%
Manytimes/day
1x/day Every otherday
2x/week 1x/week 2x/month Never Other
Student Use4-yr Private4-yr Public2-year
Twitter use increased to 27% up from 9%
25% follow a school feed—up from 19%How often do you look at Twitter/update? Using Twitter?
4-yr private: 37%4-yr public: 44%2-yr school: 14%
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0%
10%
20%
30%
40%
50%
60%
70%
80%
Manytimes/day
1x/day Every otherday
2x/week 1x/week 2x/month 1x/month Never Other
Student Use
4-yr Private
4-yr Public
19% use Google+; 10% include schools
How often do you look at/update Google+?Using Google+?
4-yr private: 7%4-yr public: 10%2-yr school: 0%
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0%10%20%30%40%50%60%70%80%90%
100%
Manytimes/day
1x/day Every otherday
2x/week 1x/week 2x/month 1x/month Never Other
Student Use4-yr Private4-yr Public2-yr School
6% use Pinterest; 5% pin school posts
How often do you look at/update Pinterest?Using Pinterest?
4-yr private: 4%4-yr public: 11%2-yr school: 3%
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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.)
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• Guidance Counselors (74%)o African-American (82%) compared to Caucasian (71%)o Web plays extremely important (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%)
PEOPLE helping students formulate their lists of schools
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Web search just trailing print• Brochures/print mail from schools (72%)
• Will give an e-mail address (74%) compared to those who wouldn’t (57%)
• Google, Bing, or Yahoo search (67%)• Asian (77%), African-American (74%) and
Hispanic (72%) compared to Caucasian (63%)
• E-mails I get from schools (62%)• The College Board (51%)• MyCollegeOptions (40%)• CollegeWeekLive (30%)• Cappex (12%)• Zinch (8%)• Peterson’s (5%)
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
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What resources are most influential?
4.54
4.163.84 3.85
3.73.53
3.38
2.29
4.59
4.12 4.09 4 4.043.75
3.59
2.47
00.5
11.5
22.5
33.5
44.5
5
Tour Web site Talk with astudent
Talk withadmissions
rep
Collegesearchsites
Guidancecounselor
Brochures College'sFacebook
page
SeniorsJuniors
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78% of juniors; 85% of seniors say they still use e-mail at least once per week
93% will give an e-mail address to schools • Just 5% will give a family or parent account
When?• When they ask for it 55%
• Juniors 63%• Seniors 48%
• Application 40%• Juniors 33%• Seniors 45%
• Post-acceptance 4%• Never 1%
E-mail use remains steady
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Will students open e-mail messages form a college or university?
97%
68%
3%32%
0%10%20%30%40%50%60%70%80%90%
100%
College they areinterested in attending
College they do notknow about
Yes No
© 2012 Noel-Levitz, Inc.2012 E-Expectations Report: The Online Expectations of College-Bound Juniors and Seniors
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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
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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%
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Recommendations
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Integrated Strategies Will Leverage Resources and Improve Service
Test your Web site information architecture with key markets. Do they get it?
Invest in search engine optimization strategiesWork on a content strategy—integrate site and social media assets.
Ready for even more mobile users?
Build an editorial calendar to support your social media engagements; integrate with e‐mail flow
Experiment with a variety of Webcast/Web cam and live chat engagement options
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E-mail: 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?
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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 camps 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
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