Mobilizing Admissions: The 2016 Social Admissions Report
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From text messaging to video chat, Facebook to YikYak, you’re bombarded with countless student recruitment ideas. The one aspect they have in common? Mobile. This session uses findings from the 2016 Social Admissions Report to provide practical recommendations on how to implement and optimize mobile strategies for recruitment.
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Mobilizing Admissions: The 2016 Social Admissions Report
- 1. #socadm15 Optimizing Mobile for Your Future Students: 2016 Social Admissions Report
- 2. #socadm15 • Social media isn’t new. This year’s study updates key data but shifts focus to emerging resources and influencers. • This year’s valuable yet often misunderstood asset is mobile technology. • As always, there is a balance between being an early adopter and being strategic and focused on your goals. Why We Do This Survey #socadm16!
- 3. #socadm15 Audience Invitations emailed to high school students registered to Chegg • October 2015 • Past Social Admissions Reports fielded in: Q2 2015 | Q4 2014 | Q2 2014 | Q4 2013 | Q1 2013 | Q2 2012 • Trends highlighted throughout the presentation Background Insight into how students use, and are influenced by, digital tools, mobile technology and social media when researching and evaluating institutions High school seniors and college freshmen • 1,926 surveys completed this cycle (over 7,000 total) • Weighted data to 42% male, 58% female Survey Methodology #socadm16!
- 4. 0 0.1 0.2 0.3 0.4 0.5 0.6 Ethnicity CA 14%! GA 3% ! FL 4%! MI 7%! NY 3%! PA 3%! TX 7%! Top States of Residence! IL 7%! 25%! 43%! 20%! 12%! 1-3! 4-6! 7-10! +10! Number of Schools Applied to! Respondents #socadm16!
- 5. #socadm15 Mobile From Recruitment Through Enrollment
- 6. #socadm15 • 86% of young adults (ages 18-29) own a mobile smartphone • 9 out of 10 young adults use social media • Half of young adults who own a smartphone also use messaging apps • Mobile provides the most effective way to reach and communicate with students Mobile Technology & Today’s Students #socadm16!
- 7. 0%! 10%! 20%! 30%! 40%! 50%! 60%! 70%! 80%! 90%! Watched video from college! Watched video from student! Read a student blog! Searched for specific hashtag! Posted question to college rep on sm! Posted question to student on sm! Tweeted with specific hashtag! Participated in live chat! Peeked at a specific school on YkYak! Past 24 hours! Past week! Past month or longer! 81%! 45%! 42%! 32%! 20%! 20%! 19%! 19%! 9%! #socadm16! 4 in 5 HAVE WATCHED A VIDEO FROM A COLLEGE Connecting with Colleges How often have you done the following during your college research process?
- 8. Email, 69%! Social Media, 4%! Call, 12%! Live Chat , 4%! Text, 8%! Messaging App, 3%! #socadm16! Email Preferred Communication on Mobile How do you most prefer to communicate with college admissions on your mobile device?
- 9. 71%! 32%! 26%! 7%! 5%! 1%! Kik GroupMe WhatsApp Whisper WeChat FireChat Messaging Apps Are So Popular #socadm16! 7 in 10!HAVE USED KIK Have you used any of the following messaging apps?
- 10. #socadm15 #socadm16! 53% EXPECT A RESPONSE WITHIN A DAY OF CONTACTING COLLEGE REP After you contact a college representative, how soon do you expect to hear a response? Students Want Instant Gratification
- 11. #socadm15 #socadm16! 93%!AGREE!“I would like to receive communication from college admissions tailored specifically to me.” Students Want Personalized Communication
- 12. 47%! Laptop 37%! Smartphone or Tablet 13%! Desktop Primary Device to Research Colleges #socadm16! Which device do you primarily use to research colleges?
- 13. #socadm16! 82%! 37%! 37%! 19%! 15%! 12%! 6%! Visited college website Scheduled campus visit Taken virtual campus tour Downloaded native app from college Asked question on social media Texted with college rep Live chat with college rep Admissions Actions Completed on Mobile Which of the following have you done on a mobile device when considering which colleges to apply to or where to enroll?
- 14. #socadm15 4 in 5 VISIT COLLEGE WEBSITES 1 in 5 DOWNLOAD NATIVE APP #socadm16! Admissions Actions Completed on Mobile Which of the following have you done on a mobile device when considering which colleges to apply to or where to enroll?
- 15. #socadm15 Your institution’s website is the first marketing tool to attract and engage prospective students. ! #socadm16! Mobile Browsing vs. Mobile Apps Mobile browsing! is a key element during the discovery phase of college search.! Mobile apps! accelerate engagement with your institution once students have demonstrated interest.! Native apps! are used most during decision phase of the college choice process.!
- 16. Once a day, 21%! Once a week, 36%! Once a month, 14%! Every once in a while, 29%! Frequency of College Website Visits! 16%! 64%! 14%! 7%! Quality of Mobile Experience! Your Website Must Be Mobile Optimized #socadm16! How frequently do you visit college websites on a mobile browser? How would you rate your mobile experience interacting with college websites?
- 17. 73%! 66%! 54%! 54%! 53%! Updates on admissions info Learn about college- specific info Submit an application Communicate with college rep Take a virtual campus tour Students Download Native Apps #socadm16! HALF OF STUDENTS! WOULD DOWNLOAD APP TO COMMUNICATE For what purpose would you download a native app from a college?
- 19. 85%! 35%! 5%! College Website Common App Other Submitting Apps on Their Phone #socadm16! 12%!SUBMITTED AN APPLICATION THROUGH MOBILE Did you submit a college application on a mobile device? Which methods best describe how you submitted a college application on your mobile device?
- 20. #socadm15 Don’t miss the mark. Five years ago social media was the hot new thing. Now it’s mobility. Don’t fall flat by not adapting your content to your prospective students’ mobile devices. Know their boundaries. As restrictions around student data and privacy increase, understanding boundaries is key. Consider how private messaging through a native app compares to opt-in strategies, like texting. Double down on what works. Understand where email, messaging apps and social media fit into the routine of your prospects. Mobile Insights #socadm16!
- 22. #socadm15 60%!INDICATED USING AT LEAST ONE OF THESE SITES ! Informative! Social! Specialized! NEARLY Segmenting Digital Tools #socadm16! Which of the following online resources have you used to research colleges?
- 23. 87%! 81%! 75%! 63%! 60%! 59%! Information about college (e.g., specific majors) Scholarship information Admissions information Information about life on campus College ratings Financial aid #socadm16! What types of content do you look for on these sites? Students in Discovery Mode
- 24. 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! 69% say very to extremely useful 41% say very to extremely useful Most Useful for College Research
- 25. #socadm15 Differentiate between digital and social tools. While it may be appropriate for a youthful member of your team to manage your social networking presence, they may or may not be the best fit for managing your entire digital recruitment strategy. Nearly 60% of students report using one of the sites in the Chegg Network for their research. These sites are oftentimes the first (and even last) stop on a student’s college search. Digital sources are used for discovery and information gathering. An effective digital recruitment strategy focuses on reaching students on the channels they use, when they are using them. Digital Insights #socadm16!
- 27. 8%! 34%! 32%! 56%! 49%! 6%! 9%! 18%! 10%! 15%! 11%! 7%! 10%! 5%! 7%! 13%! 8%! 8%! 4%! 4%! 14%! 9%! 11%! 6%! 6%! 49%! 34%! 21%! 20%! 19%! 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Pinterest Twitter Facebook Snapchat Instagram Multiple times a day Once a day Once a week Once a month Every once in a while Never Frequency of Social Media Usage #socadm16! How often do you use the following social media websites?
- 28. 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! Year over year comparison: How often do you use the following social media websites?
- 29. #socadm15 #socadm16! Social Media as Decision Engine 61% HAVE LIKED OR FOLLOWED A COLLEGE IN THEIR CONSIDERATION SET Have you liked or followed a college that is in your consideration set?
- 30. #socadm15 4 in 5 SAY SOCIAL MEDIA CONVERSATION INFLUENCED THEIR ENROLLMENT DECISIONS 1 in 2 USE SOCIAL MEDIA WHEN DECIDING WHERE TO ENROLL #socadm16! Social Media as Decision Engine 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?
- 31. Visual-First Apps Used Most 4%! 18%! 16%! 15%! 22%! 14%! 5%! 8%! 11%! 12%! 12%! 11%! 5%! 7%! 9%! 16%! 13%! 14%! 9%! 5%! 7%! 9%! 7%! 13%! 12%! 12%! 15%! 16%! 16%! 19%! 65%! 50%! 42%! 32%! 30%! 29%! 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Pinterest Snapchat Twitter Facebook Instagram YouTube Multiple times a day Once a day Once a week Once a month Every once in a while Never #socadm16! Has used ever: Vine 26%! YikYak 20%! LinkedIn 17%! How often do you use the following social media sites during college research?
- 32. 41%! 58%! 19%! 6%! 49%! 28%! 60%! 31%! 14%! 62%! 48%! 67%! 46%! 26%! 20%! 71%! 70%! 67%! 56%! 48%! 21%! YouTube Instagram Facebook Twitter Snapchat Pinterest 2012 2013 2014 2015 #socadm16! Increased Growth and Fragmentation 1 in 2!USE 5+ PLATFORMS Year over year comparison: How often do you use the following social media sites during college research?
- 33. #socadm15 Social is Mobile: 89% of students access social media on a mobile device. Know your networks: Facebook still isn’t dead, but video and visual-first platforms continue to gain ground. This age group understands intuitively how to filter inauthentic, brand-heavy messaging. Make students your story. Social is fragmented: Students today use multiple platforms to find and engage with you and your students on social media. It’s important to prioritize your time accordingly. Social Insights #socadm16!