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Mythbusting Admissions

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This is the presentation that Gil Rogers and I presented at ACT's Enrollment Planner's Conference (#ACTEPC) in Chicago on 16 July 2015. We explore 8 myths regarding what admission professionals really understand about the media use and college search behavior of college-going teens. Data in this presentation is based on research conducted by Chegg and mStoner. We'll be publishing a white paper about it later in the year.

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Mythbusting Admissions

  1. 1. @GilRogers @mStonerVT #ACTEPC Mythbusting Admissions ACT Meeting/Chicago, IL 16 July 2015 1
  2. 2. #ACTEPC @GilRogers @mStonerVT 2
  3. 3. 1.No such thing as a silver bullet 2.Demographics of our samples 3.Myths and realities 4.(Plenty of) discussion & comments 3
  4. 4. @GilRogers @mStonerVT #ACTEPC 4
  5. 5. @GilRogers @mStonerVT #ACTEPC If we don’t adopt (y technology) right now, we soon won’t be able to recruit students. 5
  6. 6. @GilRogers @mStonerVT #ACTEPC 6
  7. 7. 7
  8. 8. 8
  9. 9. Myths? Or realities? 9
  10. 10. 1. Prospects hang on admission officer’s every word. 2. The higher your institution’s ranking, the more impressed teens are. 3. Social media is an awesome channel for engaging teens who don’t know our institution. 4. Admission officers don’t understand how teens use their phones. 5. Search works. Really. 6. Teens regard print as a vital source of information about colleges. 7. Facebook is dead to teens. 8. Teens love it when you contact them via a social channel. 10
  11. 11. @GilRogers @mStonerVT #ACTEPC Prospects hang on your every word. 11
  12. 12. @GilRogers @mStonerVT #ACTEPC And you think they do! teens value a conversation with admission officers at a college… before deciding to apply after deciding to apply after applying after being accepted 71% 79% 77% 72% 12
  13. 13. @GilRogers @mStonerVT #ACTEPC What they say 75% said college fairs are not that influential in deciding where to apply 66% said college reps visiting their school were not that influential Only 45% of teens value a conversation with admission offices at a college. 13
  14. 14. @GilRogers @mStonerVT #ACTEPC Teens pay attention to • Gut feeling about campus & students: 79% • The tour: 78% • Student tour guide: 71% • Admission officer’s presentation: 45% • Organized meeting w/current students: 40% • Sitting in on a class: 28% • Overnight stay: 29% • Athletic event: 24% 14
  15. 15. 15
  16. 16. @GilRogers @mStonerVT #ACTEPC The higher your institution’s ranking, the more impressed teens are! 16
  17. 17. @GilRogers @mStonerVT #ACTEPC You say it’s important! teens check US News & value your ranking … before deciding to apply after deciding to apply after applying after being accepted 72% 20% 14% 11% 17
  18. 18. @GilRogers @mStonerVT #ACTEPC What teens say … ⅔ indicate rankings are extremely useful when researching colleges 77% say that rankings are an influential when deciding where to enroll 16% 18
  19. 19. @GilRogers @mStonerVT #ACTEPC Social media is an awesome channel for engaging teens who don’t know our institution. 19
  20. 20. @GilRogers @mStonerVT #ACTEPC never heard of heard of, not considered email 18% 29% phone call 12% 23% social media 30% 26% brochures 12% 5% pamphlets 21% 7% text messages 4% 5% virtual event 4% 5% You think it is! 20
  21. 21. @GilRogers @mStonerVT #ACTEPC But teens said … 4% prefer social as the first point of contact Half of them use official social media for the college they’ve applied to. But: They use official social media as an information source that informs their decisions. They prefer to engage with current students. Not with you. (Sorry). 21
  22. 22. @GilRogers @mStonerVT #ACTEPC And, 70% say that social media conversation influences their decision about where to enroll research decide where to enroll Facebook 10% 33% Twitter 4% 15% YouTube 7% 8% Instagram 5% 15% Snapchat 3% 7% 22
  23. 23. @GilRogers @mStonerVT #ACTEPC Admission officers don’t understand how teens use their phones. 23
  24. 24. @GilRogers @mStonerVT #ACTEPC In reality, you do know! 73% of admission professionals say teens primarily use smartphones to research colleges 24
  25. 25. @GilRogers @mStonerVT #ACTEPC you teens visited a college website using a mobile browser 87% 81% texted w/ a college rep 65% 14% took a virtual tour 73% 33% submitted an application 50% 35% scheduled a campus visit 83% 40% asked questions on social media 74% 13% live chat with a college rep 36% 7% You said, they said … 25
  26. 26. @GilRogers @mStonerVT #ACTEPC Search works. Really. 26
  27. 27. @GilRogers @mStonerVT #ACTEPC You believe … … that communications from colleges that teens hadn’t previously heard about will have some influence on their decision to apply to those colleges. 27
  28. 28. @GilRogers @mStonerVT #ACTEPC In fact, you say 73% believe it will have “some effect.” 23% believe it will have a “big effect” and that reaching out to teens who haven’t heard of their college will be successful. 28
  29. 29. @GilRogers @mStonerVT #ACTEPC Um, no! 21% of students say it made any difference to them (and that’s down from 24% in 2014). 59% of students with GPAs 3.6+ read less than half of their unsolicited mail vs. 50% of those with GPAs under 3.6 29
  30. 30. @GilRogers @mStonerVT #ACTEPC Teens regard print as a vital source of information about colleges. 30
  31. 31. @GilRogers @mStonerVT #ACTEPC You believe … 91% of admission officers say that print materials picked up at a college fair are important to teens before they apply. 31
  32. 32. @GilRogers @mStonerVT #ACTEPC They say … OMG! LOL! !!!!!! !!!!!! !!!!!! !!!!!! 32
  33. 33. 33
  34. 34. @GilRogers @mStonerVT #ACTEPC Facebook is dead to teens. 34
  35. 35. @GilRogers @mStonerVT #ACTEPC You said yes! ⅓ Less than ⅓ of admission professionals believe students use Facebook when deciding where to enroll. 35
  36. 36. @GilRogers @mStonerVT #ACTEPC But, to teens … ⅔ of teens say they use social media when deciding where to enroll 67% of teens used Facebook when researching college and half used it to actively research colleges they applied to. Facebook (social media in general) is highly influential: 36
  37. 37. @GilRogers @mStonerVT #ACTEPC Reality = social fragmentation Facebook YouTube Instagram Twitter Pinterest 20% 46% 48% 62% 67% 14% 31% 28% 49% 60% 6% 19% 41% 58% 2012 2013 2014 37
  38. 38. @GilRogers @mStonerVT #ACTEPC Teens love it when you contact them on a social channel. 38
  39. 39. @GilRogers @mStonerVT #ACTEPC You believe … 72% of admissions professionals believe students are open to being contacted through Facebook, 71% through Twitter, and 50% through Instagram. 39
  40. 40. @GilRogers @mStonerVT #ACTEPC And, they are … But: Only if they contact you first. Only 4% of students prefer social media as an initial form of contact. But more than 75% say they are interested in talking to admissions on a social channel. 40
  41. 41. @GilRogers @mStonerVT #ACTEPC As a general rule, Use the channel students use to contact you to reach out to them. 41
  42. 42. 1. Prospects hang on admission officer’s every word. 2. The higher your institution’s ranking, the more impressed teens are. 3. Social media is an awesome channel for engaging teens who don’t know our institution. 4. Admission officers don’t understand how teens use their phones. 5. Search works. Really. 6. Teens regard print as a vital source of information about colleges. 7. Facebook is dead to teens. 8. Teens love it when you contact them via a social channel. 42
  43. 43. ?Questions? 43
  44. 44. Gil Rogers Director of Marketing and Enrollment Insights, Chegg gil@Chegg.com Michael Stoner President, mStoner, Inc. michael.stoner@mstoner.com Thank you! 44
  45. 45. 2015 Social Admissions Report (February 2015) How Did you (Really) Decide? (May 2015) Trends in Student Perspectives Annual Research (March 2015) Research with Admission Professionals (June 2015) Data sources 45

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