highlights from e expectations 2012 s geyer noel-levitz
TRANSCRIPT
![Page 1: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/1.jpg)
Highlights: The E-expectations of College-Bound High School Juniors and Seniors
Stephanie Geyer
Associate Vice President for Web Strategy and
Interactive Marketing Services
![Page 2: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/2.jpg)
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!
![Page 3: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/3.jpg)
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
![Page 4: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/4.jpg)
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
![Page 5: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/5.jpg)
• 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
![Page 6: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/6.jpg)
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
![Page 7: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/7.jpg)
What resources are most influential?
Tour Web site Talk with a student
Talk with admis-
sions rep
College search sites
Guidance counselor
Brochures College's Facebook
page
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
54.54
4.16
3.84 3.853.7
3.533.38
2.29
4.59
4.12 4.09 4 4.04
3.753.59
2.47
SeniorsJuniors
![Page 8: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/8.jpg)
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
![Page 9: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/9.jpg)
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%
![Page 10: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/10.jpg)
Most effective way to learn about a school’s ACADEMIC PROGRAM OPTIONS
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/students during campus visit
Printed brochures
Descriptions on a Web site
0% 10% 20% 30% 40% 50% 60% 70% 80%
29%
30%
38%
43%
50%
53%
56%
58%
74%
68%
24%
31%
38%
43%
48%
50%
55%
61%
68%
71%
Seniors
Juniors
![Page 11: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/11.jpg)
• 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
![Page 12: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/12.jpg)
Most effective Way to Learn About COST, AID, AND SCHOLARSHIPS
Blog posts
Social media pages
Live Chats/Webcasts
Search
Calculators
Independent online sites
Videos explaining how to apply for aid/scholarships
Presentations from financial aid staff
E-mail from financial aid staff
Printed brochures
Details on a Web site
0% 10% 20% 30% 40% 50% 60%
9%
11%
12%
18%
16%
20%
19%
21%
28%
34%
49%
8%
9%
10%
15%
15%
16%
16%
21%
28%
29%
49%
Seniors
Juniors
![Page 13: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/13.jpg)
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
![Page 14: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/14.jpg)
Most effective way to learn about a school’s CAMPUS LOCATION AND COMMUNITY
Live chats/webcasts
Blog posts
Social media
Independent sites
Videos
Search
E-mail messages
Printed brochures
Campus visits
Web site details
0% 10% 20% 30% 40% 50% 60% 70% 80%
29%
30%
36%
42%
44%
44%
52%
62%
69%
69%
25%
30%
34%
41%
47%
46%
50%
58%
72%
68%
Seniors
Juniors
![Page 15: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/15.jpg)
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
![Page 16: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/16.jpg)
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
![Page 17: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/17.jpg)
Are students interested in using Webcams to interact with college personnel?
0%20%40%60%80%
100%
45%75%
4%
55%25%
96%
Yes No
© 2012 Noel-Levitz, Inc.2012 E-Expectations Report: The Online Expectations of College-Bound Juniors and Seniors
![Page 18: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/18.jpg)
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%)
![Page 19: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/19.jpg)
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…
![Page 20: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/20.jpg)
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-year public
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%
![Page 21: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/21.jpg)
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
![Page 22: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/22.jpg)
Facebook use remains steady at 79%
• 46% have—up from 27% in 2011
Visited a school page?
69% have “liked” a school’s page
What 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 pageo 70% have a separate
admissions page• 97% of 4-year publics have a
Facebook pageo 74% have a separate
admissions page• 93% of 2-year schools have
a Facebook pageo 21% have a separate
admissions page
![Page 23: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/23.jpg)
Many times/day
1x/day Every other day
2x/week 1x/week 2x/month Never Other0%
10%
20%
30%
40%
50%
60%
Student Use
4-yr Private
4-yr Public
2-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%
![Page 24: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/24.jpg)
Many times/day
1x/day Every other day
2x/week 1x/week 2x/month 1x/month Never Other0%
10%
20%
30%
40%
50%
60%
70%
80%
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%
![Page 25: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/25.jpg)
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
![Page 26: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/26.jpg)
Will students open e-mail messages form a college or university?
College they are in-terested in attending
College they do not know about
0%10%20%30%40%50%60%70%80%90%
100%
97%
68%
3%
32%
Yes No
© 2012 Noel-Levitz, Inc.2012 E-Expectations Report: The Online Expectations of College-Bound Juniors and Seniors
![Page 27: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/27.jpg)
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
![Page 28: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/28.jpg)
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%
![Page 29: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/29.jpg)
Recommendations
![Page 30: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/30.jpg)
Integrated Strategies Will Leverage Resources and Improve Service
1
6
2
54
3
Test your Web site information architecture with key markets. Do they get it?
Invest in search engine optimization strategies
Self-service
Work 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
![Page 31: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/31.jpg)
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?
![Page 32: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/32.jpg)
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
![Page 33: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/33.jpg)
Join our mailing list to receive more about E-expectations
and other research
NoelLevitz.com
![Page 34: Highlights from e expectations 2012 s geyer noel-levitz](https://reader034.vdocument.in/reader034/viewer/2022051515/555f1d72d8b42abe748b4661/html5/thumbnails/34.jpg)