It seems that every other week we hear about the new “latest and greatest” social networking site on the rise while another network is deemed “dead” in the mainstream media. Unfortunately, when it comes to student recruitment and marketing the narrative of the overall trends don’t always align with what works … particularly in a world of hyper sensitivity to over marketing and privacy.
This presentation will provide relevant data focused on how students actually use social media and digital platforms to find, evaluate, and engage with colleges and universities they are considering; while clearly defining the differences between a student’s “daily use” habits and their college search.
By the end of this session, attendees will:
-- Have a clear understanding of the role social media plays in the college search
-- Understand the value students place in anonymous review sites when selecting a college
-- See a clear way to integrate digital, social, and mobile tools into a realistic recruitment plan
5. “Let’s invite students to our online efforts!”
“Non-Responders” to
our Search efforts
“Check out scholarships
and learn more about us!”
“Visit with us at this
awesome virtual college
fair in October!”
*
*Not an actual
representative of a testing or
survey company
8. “The more you do, the more you fail.”
“The more you do,
the more you fail.”
– Seth Godin
9.
10. Example SlideOH at various conferences
Most folks don’t like change. Even
when it’s for the best.
“We’re on the cusp of ‘big brother
admissions’, and students think it’s
desperate.”
I don’t have any budget to try new
things. I know I need to, but I just
can’t.”
I get it. My boss just doesn’t.
11.
12. Perspective of Retargeting and Promoted Posts
Fewer than
1 in 4
Students who indicated they
have a negative response to
retargeted ads or sponsored/
promoted content on social
Positive or
Neutral
Negative
Reaction
#TeensTALK
15. Segmenting the College Search Site Industry
60%INDICATED USING AT LEAST
ONE OF THESE SITES
Informative Social
Specialized
NEARLY
#socadm16 Which of the following online resources have you used to research colleges?
16. Students are in Discovery Mode
4 in 5SCHOLARSHIPS
3 in 4ADMISSIONS INFO
#socadm16 What types of content do you look for on these sites?
17. How Useful Are They?
15%
19%
29%
49%
26%
35%
40%
35%
40%
34%
27%
15%
19%
7%
3%
2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Social media sites
Ranking sites (e.g.,
US News and World Report)
College review and scholarship
sites (e.g., Chegg, Niche)
College and university sites
Extremely useful Very useful Somewhat useful Not very useful
How useful were the following types of sites during your college research?
#socadm16
Nearly 70% say very to
extremely useful
41% say very to
extremely useful
19. Everyone in admissions marketing is buying name lists
Source: Collegeboard.com, NACAC Conference,October 2015
http://nces.ed.gov/programs/digest/d14/tables/dt14_303.10.asp?referrer=report
1992-1993 2003-2004
in millions
2014-2015
0
10
20
30
40
50
60
70
80
90
100
38M
65M
100M
14M 17M
20M
# names sold by
Collegeboard
College student
enrollment
More and more schools are recruiting students in
the same traditional ways.
21. Emerging as the “on-demand” generation
“I want it now.”
SMS or
Snap Me
Binge
watch
Not email
Uber
everywhere
Stream
anything
22. This is the what students are getting …Traditional search alone is not the way of the future
23. This generation expects active, personalized dialogs with
Admission Offices
53%
expect to be engaged
with admissions
within 24 hours
would like to receive
communications tailored
specifically to them93%
#SocAdm16
29. Make the most efficient use of your data
Purchased Search
Names
Prospects
Chegg Inquiry Data
Applicants
Step 1
Data files are onboarded to a
data matching platform
Admitted Students
Step 2
Data is anonymized and
matched to IDs
176749830
Step 3
Media is targeted to IDs across
devices /channels
Make the Most Effective Use of Admissions Data
32. 48%!
87%!
51%!
31%!
33%!
64%! 63%!
82%!
54%!
37%!
26%!
81%! 80%! 79%!
66%!
51%!
39%!
Instagram
Snapchat
Facebook
Twitter
Pinterest
Tumblr
2013
2014
2015
Trended Social Media Usage
#socadm16!
INCREASED
GROWTH BY
PERCENTAGE
POINTS
17!
er year comparison: How often do you use the following social media websites?
34. Social Media as a Decision Engine
4 in 5SAY SOCIAL MEDIA CONVERSATION
INFLUENCED THEIR ENROLLMENT
DECISIONS
1 in 2USE SOCIAL MEDIA WHEN DECIDING
WHERE TO ENROLL
#socadm16 Did you use social media as a resource when deciding where to enroll?
How influential were each of the following in helping you decide where to enroll?
36. Primary Device to Research Colleges
47%
Laptop
37%
Smartphone
or Tablet
13%
Desktop
#socadm16
Which device do you primarily use to research colleges?
37. Mobile Creates a Digital Divide
8/10
Visit a “.edu” on
a mobile device
>60%
Complete at least
part of their
application on
mobile
12%
Submit their
application via
their mobile
device
2016 Social Admissions Report
2016 E-Expectations Report
38. So what do we do? Conversion & Attribution Tagging!
Track conversions from the initial click…
…track conversions from other
devices after the first view
39. Name Buys/Digital and Traditional Brand
Awareness Campaigns
Warm Connections
Inquiries
Applicants
Admitted
Enrolled
Names + Digital = Reach + Conversion
Custom Audience
Targeting supports
conversion & yield
Retargeting accelerates
response
Location-Based Mobile
& Online Display Media
Names + Digital = Reach + Conversion
45. Thank you!
gil@chegg.com
“The 2016 Social Admissions Report” and “TeensTALK 2016” are
available for free download at http://edu.chegg.com/downloads