Closing General Session delivered by Stephanie Geyer on Tuesday, July 10 at OCPRA 2012

1. Their E-expectations and Our Strategies
Stephanie Geyer (@StephGeyer/#eexpect)
Associate Vice President for Web and Interactive Marketing Services

2. E-Expectations Research
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.
http://bit.ly/NkfloG

3. 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

4. Prospects 48%
Inquiries 42%
Applicants 5%
Accepted 6%
JUNIORS in the
enrollment process

5. Prospects 12%
Inquiries 13%
Applicants 15%
Accepted 60%
SENIORS in the
enrollment process

6. Let’s Talk About…
Web Sites Social Media E-communications
What great ideas
are you taking back
to campus?
How do they What are they Is e-mail still a
find and use our using? viable tool to
sites? Do they connect reach them?
Using mobile? these resources Is it OK to send
What tools? with their them text
Content-focused college search? messages?
engagement

7. Looking at your site: when? how?
Web Sites
How do they
find and use our
sites?
Using mobile?
What tools?
Content-focused
engagement

8. Seniors are looking at college sites
more frequently than juniors
60% When was the last time you
51%
visited a college/university
50% Web site?
40%
40%
35%
30%
23%
20% 15% Juniors
18%
7% Seniors
10% 12%
0%
Earlier
Within
today Within
past 7 Within
past
days past three
month
months

9. Goals for Site Use
Juniors: Seniors:
1. Gather info 1. Gather info
about about
school, program school, program
s and culture s and culture
(58%) (47%)
2. Take next steps 2. Take next steps
in enrollment in enrollment
(34%) (45%)
3. Find ways to 3. Find ways to
connect with connect with
staff (8%) staff (7%)

10. Form over Function

11. Facts vs. Feelings

12. Photos or Words?

13. Role of the Web in college search similar
for juniors and seniors
Senors
Extremely important role Juniors
Significant role
Some role
Very small role
Little or no role
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

14. How will they respond to a
bad Web site experience?
Schools that are recommended fare worst
Three scenarios:
• Highly interested
• Somewhat interested
• Recommended by someone

15. If they struggle with your site, their opinion of
your school will be diminished
100%
90% 30%
35%
80%
53%
70%
60% No Change
50% Diminish Opinion
47%
45% Severe Harm
40%
30% 41%
20%
20% 23%
10%
6%
0%
High interest Some interest Recommended

16. 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
What challenges did they experience on
the last college site they visited?

17. People, print, and Web resources help them
build their list of schools
People Resources
• Guidance Counselors • Brochures/print mail from schools (72%)
(74%) • Google, Bing, or Yahoo search (67%)
• Friends (68%) • E-mails I get from schools (62%)
• Teachers (66%) • The College Board (51%)
• Family (66%) • MyCollegeOptions (40%)
• Coaches (38%) • CollegeWeekLive (30%)
• Cappex (12%)
• Zinch (8%)
• Peterson’s (5%)

18. More about the PEOPLE helping students
formulate their lists of schools
• 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%)

19. More about RESOURCES students use to
form the list of schools they’ll consider
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%)
Using SEO strategies? • CollegeWeekLive (30%)
• Cappex (12%)
• Zinch (8%)
42% of 4-yr privates • Peterson’s (5%)
34% of 4-yr publics
21% of 2-yr schools

20. Tours, Web sites and conversations with
students and staff are most influential
5
4.5
4
3.5
3
2.5
Students
2
Parents
1.5
1
0.5
0
Tour Web site Talk with a Talk with College Guidance Brochures College's
student admissions search counselor Facebook
rep sites page

21. Juniors more likely to be influenced than
seniors
5
4.5
4
3.5
3
2.5
Seniors
2
Juniors
1.5
1
0.5
0
Tour Web site Talk with a Talk with College Guidance Brochures College's
student admissions search counselor Facebook
rep sites page

22. 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 privates
39% of 4-yr publics
7% of 2-yr schools

23. Exposure to QR codes at odds with use
17% of juniors and 13% of
seniors have used a QR
code related to a college or
university
84% said it was a worthwhile
experience
Using QR codes?
Are we over-doing it?
67% of 4-yr privates
61% of 4-yr publics
44% of 2-yr schools

24. 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%)

25. Would students participate in live chat sessions
69% of all students would Student: I’ve heard your engineering program is
participate in a live chat one of the best. Can you explain why?
Faculty Member: There are a few important
event with faculty about a factors to consider…
specific program
72% would do so to learn
more about cost, aid, and
scholarships

26. Use of Webcams, Webcasts, and
Live Chats by Colleges
While 75% of Online Channels 4-year 4-year 2-year
Offered private public school
students would
Live chats 34% 39% 7%
chat with college
reps via webcam... Instant messaging 16% 21% 10%
Web camera 11% 10% 0%
only 4% have
Webcast events 10% 16% 7%
actually had these
online Skype 35% 19% 7%
conversations FaceTime 4% 5% 3%

27. IM is second-highest, yet not as widely
used as social media by most schools
4.5
4.3
4.1
3.9
3.7
3.5 Seniors
3.3 Juniors
Parents
3.1
2.9
2.7
2.5
E-mail IM Social Webcast Webcam
Media

28. Have content priorities shifted?
Does the method of
engagement change their
content goals?
Are juniors looking for different
content than seniors?

29. Content Priorities
First 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%

30. Most effective way to learn about a school’s
ACADEMIC PROGRAM OPTIONS
Descriptions on a Web site
Printed brochures
Presentations from…
E-mail from program faculty
Web search Seniors
Juniors
Independent online sites
Videos of faculty/current students
Social media
Blog posts
Live chats/webcasts
0% 20% 40% 60% 80%

31. Preferred way to find a list of programs
Which of these options does your site offer?
• 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

32. Most effective Way to Learn About COST, AID, AND
SCHOLARSHIPS
Details on a Web site
Printed brochures
E-mail from financial aid staff
Presentations from financial aid
staff
Videos explaining how to apply for
aid/scholarships
Independent online sites
Calculators
Search
Live Chats/Webcasts Seniors
Social media pages Juniors
Blog posts
0% 10% 20% 30% 40% 50% 60%

33. Calculator Use Decreased
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
2011
o No significant difference between juniors
or seniors
Got calculator?
82% of 4-yr privates
66% of 4-yr publics
46% of 2-yr schools

34. Most effective way to learn about a school’s
CAMPUS LOCATION AND COMMUNITY
Web site details
Campus visits
Printed brochures
E-mail messages
Search
Videos
Independent sites
Seniors
Social media Juniors
Blog posts
Live chats/webcasts
0% 20% 40% 60% 80%

35. 43% of all students have viewed a virtual tour or interactive
campus map
• 32% to see how
big/small the campus
is
• 26% to learn more
about the area around
campus
• 24% to get a sense of
the buildings and
architectural style
• 11% to see the insides
of the residence halls
• 4% to see what the
people look like

36. Did it change the way you feel about the school?
• 51% no change
• 33% yes, for the better
Virtual tour:
• 12% some better, some
40% of 4-yr privates worse
52% of 4-yr publics
38% of 2-yr schools • 3% yes, for the worse
Interactive map:
35% of 4-yr privates
44% of 4-yr publics
10% of 2-yr schools

37. Have you “pinned” anything yet?
Social Media
What are they
using?
Do they connect
these resources
with their
college search?

38. Facebook use remains steady at 79%
Visited a school page? 69% have “liked” a school’s page
• 46% have—up from 27% What do they expect in return?
• 36% info about admissions deadlines and events
in 2011 • 34% info about academic programs
o All ethnic groups higher • 30% updates through the news feed
than Hispanic • 30% the name of the school to appear in their “likes”
o Visiting college sites • 26% special info they can’t get elsewhere
frequently
• 26% interaction with page admins
• 26% contact from school about admission
o Visited at least one school • 25% photos and videos
o Have received at least one • 21% interaction with other people who like the page
decision • 20% posts to share
• 18% specific info tailored to user profile
How often do you expect updates?
6% 2% 2% 5%
More than 1x/day 7%
1x/day
14%
Every other day
2x/week 16%
1x/week 28%
2x/month
1x/month
20%
Never
Other

39. 70%
60%
50%
40% Student Expectations
4-yr Private
30% 4-yr Public
2-year
20%
10%
0%
More than 1x/day Every 2x/week 1x/week 2x/month 1x/month Never Other
1/x day other day
• 98% of 4-year privates have a Facebook page
o 70% have a separate admissions page
• 97% of 4-year publics have a Facebook page
o 74% have a separate admissions page
• 93% of 2-year schools have a Facebook page
o 21% have a separate admissions page

40. 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?
60%
4-yr private: 37%
4-yr public: 44%
50% 2-yr school: 14%
40%
30%
Student Expectations
20% 4-yr Private
4-yr Public
2-year
10%
0%
Many 1x/day Every other 2x/week 1x/week 2x/month Never Other
times/day day

41. 19% use Google+; 10% include schools
How often do you look at/update Google+?
Using Google+?
80%
4-yr private: 7%
70% 4-yr public: 10%
2-yr school: 0%
60%
50%
40%
Student Expectations
30%
4-yr Private
20%
4-yr Public
10%
0%
Many 1x/day Every 2x/week 1x/week 2x/month 1x/month Never Other
times/day other day

42. 6% use Pinterest; 5% pin school posts
How often do you look at/update Pinterest?
Using Pinterest?
100%
4-yr private: 4%
90% 4-yr public: 11%
2-yr school: 3%
80%
70%
60%
50%
40% Student Use
4-yr Private
30% 4-yr Public
20% 2-yr School
10%
0%
Many 1x/day Every other 2x/week 1x/week 2x/month 1x/month Never Other
times/day day

43. Other social media resources used by
students:
• YouTube 62%
• Tumblr 9%
• StumbleUpon 7%
• Storify 1%
• SCVNGR 1%
• FourSquare 1%
• None 7%

44. More than a third (35%) will “check in” while
visiting your campus
• 35% will check in
• 12% might
• 53% would not
(This question asked of any student indicating
use of
Facebook, FourSquare, Gowalla, SCVNGR
or other location-based resources.)

45. How much staff time is allocated for
updating social media for your
institution?
4-year 4-year 2-year
private public school
Part-time for 44% 48% 64%
one person
Part-time for 43% 45% 28%
two or more
Full-time, 10% 5% 8%
one person
Full-time, 3% 2% 0%
two or more

46. E-mail, Texting and Live Conversations
E-communications
Is e-mail still a
viable tool to
reach them?
Is it OK to send
them text
messages?

47. E-mail use remains steady
78% of juniors; 85% of seniors say they still use e-mail at
least once per week
Significant differences (higher than others):
• Higher ability students (A and B averages)
• Asian students
• Further in process (at least one decision)
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%

48. But, will they open those messages?
97% will open a message
from a school of interest
68% will open a message
from an unknown school
• Juniors 76%
• Seniors- 63%
• B average students 73%
• African-American 74%
• From the South- 73%
• Willing to give e-mail 74%
• At inquiry stage 73%

49. It might be time to start your texting
program, if you haven’t already
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%

50. Do you collect cell numbers? How do you use them?
4-year 4-year 2-year
private public 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%

51. Recommendations

52. Improve customer service
experiences on your site
Segment content by class year and for
decision influencers
Invest in your information architecture
Using QR codes? Be sure the value-add is clear
Ready for even more mobile users?
Make admissions events and deadlines
easy to find on your calendar
Experiment with a variety of
Webcast/Web cam and live chat
engagement options

53. Content Experience Matters
1
2
3
4

54. Content Experience Ideas
1 SEO strategies should focus on academic programs
2 Don’t use your org chart to drive how users find your majors
3 Make engagement options with staff, faculty, and
current students easy to find
4 Make sure that inquiry form and other engagement
options are easy to find and use

55. Invest in the Right Social Media Assets

56. Facebook
• Post at least once to twice per week.
• Facilitate dialogue with and between “likers”
• Give clear calls-to-action that integrate with
the Web site.
• Remember to feature Facebook feeds and
specific resources with descriptions that
demonstrate value.
• Set up measurement resources and
remember to check results.

57. YouTube
• Carry on! Keep adding and
categorizing resources to make it
easy for users to find newest or by
interest.
• Integrate within your
communication flows and between
other social media channels.
• Mix up the content focus, style, and
production values.
• Measure!

58. Twitter
• Develop a specific
strategy for Twitter related
to your markets and
goals.
• Don’t rely on Facebook
coupling to carry the day
with your content.
• Engage current students
(leaders, ambassadors) in
tweet strategies.

59. Google+
• Pull together your
content calendar and
measurement
strategies.
• Experiment with
huddles.

60. Pinterest
• Pull some of your best photos from other assets and build
some initial boards, then watch repins and other
engagement.
• Consider board development by residence
calls, majors, athletics, clubs, and other naturally-occurring
groups on your campus.
• Think about “repinnability” of your pins and boards—a little
humor can get you a lot of attention.
• Go beyond photos to add video assets to your boards.

61. 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?

62. 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

63. Questions?

64. Seen and Heard at OCPRA…
• From Mike Miller—set goals for your communications to match your
brand and business objectives
• Also loved the “find the superhero” approach in crisis
management/storytelling
What great ideas
• From Patrick Allmond—measure twice, cut once. Some great online
tools:
are you taking back
o Bitly.com (URL shortener and QR code maker)
o Clicktale.com (Heatmaps)
 (We also like CrazyEgg.)
to campus?
o Chartbeat.com (real-time Web analytics dashboard)
• From Tony Vann—know which social media outlets match your messages
and markets
• From Team BC: Great tips and examples—love the stolen pen idea, use
of Instagram, photo spotlights, scavenger hunts and live streaming.