1 Digital, Social, Mobile: The 2014 Social Admissions Report
2 Methodology Background: Objec&ve is to get greater insights into high school students use of social media, in general, and in selec&ng a college or university Methodology: Survey invita&ons were ed to Zinch and CollegeProwler high schools students Survey Dates: October - November Social Admissions Report was fielded in Fall 2012 Spring 2013 wave fielded January February 2013 Trends are highlighted throughout the presenta&on. High School Students: - Nearly 1,800 surveys completed - 40% gradua&ng 2012 or % gradua&ng 2014 or 2015
4 Top online resources Sites most used to review college informamon is impacrul but fragmented Online resources used to review college informa&on Zinch College website (i.e. CollegeProwler Scholarships.com Cappex CollegeWeekLive Fastweb.com MyCollegeOp&ons US News and World Report College Confiden&al CollegeView 73% 66% 57% 48% 48% 40% 39% 27% 24% 19% 13% Q28. Please tell us which of the following online resources you used to review college informamon? (select all that apply)
5 Online Resources Used College review and ranking sites are very useful to students during their search Use of Social Media Extremely useful Very useful Somewhat useful Not very useful College/university sites 54% 32% 13% 1% College reviews and scholarships sites (e.g., zinch, collegeprowler, US 48% 29% 20% 3% Ranking sites (e.g., US News and World Report) 27% 29% 35% 9% Social media sites 10% 24% 43% 23% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Q30. How useful are the following types of sites in helping you throughout the college applicamon and decision process??
6 Content searched for Students search these sites for informamon on scholarships, tuimon, and admissions Q29. What types of content did you look for on these sites?
7 Insights on Digital Outreach Content Aggregators like Zinch, College Prowler, and US News are considered useful by students. Over 3/4 of them rated these sites as very or extremely useful. Nearly 90% of students report using one of the sites in the Zinch Cloud Network for their research. These sites are oaen&mes the first and last stop on a student s college search. Scholarships are at top of mind as students research college informa&on. General campus informa&on like tui&on and majors are also hot topics. Partnering with (or at least monitoring) these sites is paramount to connecmng with interested students. Students use these sites while they are ac&vely researching and interested in college informa&on.
8 Social Media
9 Shifts in social media usage Most plarorms see increased use; Facebook usage trending downward (slightly) 88% 87% 85% Use of social media (2013 vs. 2012) 2012 Q Q Visual & Mobile- First Networks ConMnue to Outpace the CompeMMon 54% 53% 47% 43% 42% 30% 39% 40% 36% 34% 30% 24% +26% +15% Facebook Twicer Instagram Pinterest Tumblr Instagram Twicer Q4. How ozen do you use the following different social media websites?
10 Social media usage InteresMng shizs from in social media use Use of Social Media Mul&ple &mes a day Once a day Once a week Once a month Every once in a while Never Daily or more oaen Y/Y change Facebook 45% 20% 9% 2% 9% 15% -10% Instagram 32% 9% 4% 2% 6% 47% +139% Twicer 24% 7% 8% 3% 12% 46% +23% Google+ 16% 8% 7% 3% 16% 49% -4% Tumblr 16% 5% 6% 2% 11% 60% +40% Pinterest 6% 7% 7% 5% 14% 61% +50% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Q4. How ozen do you use the following different social media websites?
12 Social media and college research Nearly two- thirds use social media to research colleges, nearly 3/4 find it influenmal Use of social media to research college Overall use as same as 2012 levels No 32% Yes 68% Q2. Have you used social media to research college/universimes? Q3. How influenmal was social media to your college/university search?
13 Should schools have a presence? Nearly three- quarters think colleges should have a presence on social media to reach students Should colleges have social media presence? Why? Yes No Unsure 5% 7% 73% 67% 22% 26% It helps students or possible future students to learn about the college and get a feel of the environment. Plus students can hear the truth from people their own age, compare and contrast different views, and even keep in touch with friends on campus. Q Q6. Do you think colleges should have a social media presence? Please explain why you feel that way. (among those graduamng in 2013 and later)
14 Examples of great interaction
15 Relevancy of social media posts 4 in 10 students find informamon posted on school s social media sites relevant Relevance of informamon posted on school s social media sites 13% 5% 13% 1 = not at all relevant 2 31% 38% = extremely relevant Q13. How valuable/relevant do you find the informamon posted on school's social media sites? (Among those who use social media to research colleges)
16 Not as useful InformaMon students found least useful on school s social media sites Stories/student tes&monies: InformaCon Every student dealing has the with same sports story because on how I do their not school play any. prepared them for their future, doesn't really prove anything. Upperclassmen deadlines and events, things that do not relate AdverCsement to my major. for useless stuff. InformaCon don't look at about pictures alumni, of the tagged school posts because from those alumni are that made don't to look pertain nice and to the don't school. evoke the school's typical mood Q15. What informamon was not relevant/useful for you?
17 Most valuable information Q14. What informamon was valuable for you from schools' social media sites?
18 Students First
19 Social media and student conversions Q5. How much did (or will) each of the following influence where you decide to enroll?
20 Mobile and Visual-first are gaining Facebook ranks 1 st among social media sites visited for college informa&on followed by YouTube and Twiker. Frequency of viewing social media for colleges considered akending Mul&ple &mes a day Once a day Once a week Once a month Every once in a while Facebook 10% 9% 14% 7% 20% YouTube 5% 5% 10% 9% 20% Twicer Google+ Instagram Tumblr Pinterest 5% 5% 7% 7% 5% 6% 6% 4% 6% 1% 2% 3% 2% 6% 2% 1% 3% 1% 6% 4% 2% 3% 8% 9% 10% Dishonorable MenMons: 5% have used 9% have used 11% have used 0% 10% 20% 30% 40% 50% 60% 70% Q9. How ozen do you view the following social media sites for college/universimes you have considered akending? Q10. Did you (or will you) search for specific hashtags related to your college search (or use specific hashtags yourself)?
21 31% of Students search for specific #hashtags related to their college search
23 Pages and groups for admitted students There is smll a posimve affinity to joining social networks/groups for admiked students Your school has a Facebook page for admiked students Likelihood of joining a social network for admiked students No 7% Unsure 20% Yes 73% Yes No Unsure 23% 14% 63% Class of 2013 Q data Q16. Did your college/university provide a Facebook page or group for admiked students? Q18. Would you (or did you) join a social network created by your college/university specifically for accepted students?
25 Pages and group experience The majority like the experience in the page/group for admiked students Experience on school s admiked students page/group The I was admiied able to students make friends went a liile quickly crazy and when keep it up came to date to poscng with the selfies upcoming on the events. page. Class of 2013 in Q % 33% Class of 2013 in Q % 8% 0% 5 = great = terrible Q18. Please rate your experience on your school's admiked students page/group. (among those with a group)
26 Social media interaction Students and counselors are most important to interact with on social media Importance of interacmng with people via social media Very important Somewhat important Currently enrolled students Other admiced students Admissions Counselors Guidance Counselors Faculty Administrators 32% 29% 36% 28% 20% 23% 42% 43% 33% 35% 37% 34% Alumni 13% 40% 0% 10% 20% 30% 40% 50% 60% 70% 80% Q19. How important was/is it for you to interact with the following people via social media?
27 Following schools on social media Percent of students who like or follow a considered college on social media increased by 23 points from Follow or like a considered college on social media No 51% Yes 49% No 28% Yes 72% 2012 Respondents 2013 Respondents Q21. Did you follow or like a college you were considering going to on a social media service?
28 Insights on Social Media Outreach Own your school s #hashtag. Over 30% of students have searched for hashtags related to their college search. Students are your story! Encourage your campus community to share their story with your prospects. Facebook is not dead. Students are using a variety of sources for informa&on. It s &me to take a mulm- channel approach.
30 Rise of mobile 77% students access social media on mobile, up from 70% in Q1 Access social media on mobile 70% 77% Q Q % 17% 10% 6% Yes No N/A - I don't own a mobile device Q24. Do you access social media on your mobile device? (iphone/android/tablet) Q25. Have you accessed a school's site on your mobile device? (among those who access social media on mobile) among those who have accessed social media on a mobile device
31 Students are not impressed with most mobile offerings 97% of students have visited a school s website on a mobile browser (smartphone or tablet) Nearly 2/3 Said the experience was just OK or challenging
32 Say no to apps Nearly 3/4 of students said they would not download an app for a school they were researching Sidebar: Next &me around we ll ask about virtual campus tour apps, specifically Our ins&ncts say that s a different experience and will yield different response.
33 Insights on Mobile Outreach Mobile is not the future. Mobile is now. Nearly all students access your website via a smartphone or tablet. Responsive design will be key. It shouldn t macer what type of device a student is using. The experience should be easy, seamless, and consistent. Nearly 2/3 of students find their experience on college mobile sites simply OK, or worse, challenging". The winners will be those that master ease of content delivery. Like your tradi&onal website, your mobile experience should cater to prospec&ve students first. Focus on mobile browsing over mobile apps. Installing an app is too much of a commitment. A mobile app may be appropriate for your campus community, but not prospec&ve student recruitment.
34 THANK YOU! Abbey JD Gil