Advanced Trends in Mobile and Social Media for College Admissions A dual perspective from college admissions and high school grads

Background The average young American now spends practically every waking minute – except for time in school – using a smart phone, computer, television or other electronic device.* **Keiser Family Foundation, 2010 **Sysomos.com, 2010 Social networking tops teens’ lists of online activities including games and watching videos on YouTube** …But how do those stats relate to prospective college students and the world of college admissions online? 2

We surveyed students and colleges to find out. January, 2011, online survey of: 1, HS grads 1, HS grads + 82 College admission officers Note: Approximately one third of both high school student groups are first generation 3

About Cappex Leader in online student recruiting Founded in million college-bound student users 16,000 participating high school counselors Hundreds of colleges from across the U.S. and beyond 4

Agenda Student Findings Overview of key online channels Preferred contact methods Hardware used Going mobile Getting to know your campus Social networks for admitted students College Findings Mobile focus Social networking for yield Future focus 5

Student Findings 6

Josh E. Yes, it's definitely meeting us at our level instead of having to go through extra, more professional hoops like their website or snail mail. Genail S. Yes, it would be a lot better if the colleges would contact me via facebook because I am always on facebook and it is more convenient. Key Online Channels Used – Student Voices Do you recommend Facebook for College Search? Tramell M. My Facebook is more for my family and friends so I would say no. I don’t believe that any social networking sites are grounds for speaking with universities in a professional manner. 7

Key Online Channels Used continues to be a primary channel students use to communicate with colleges. n= 1, HS Grads 8

Key Online Channels Used Do colleges perceive it the same way? There are definite correlations, though colleges put more emphasis on blogs than students do. n=82 College Admission Officers 9

Timothy M. I'd rather have short testimonials, and many others would too. This on-the-go life we live in today doesn't give us any time to read long blogs and long responses. What if we were wanting to look at 15 colleges, and we would have to read 15 blogs that were too long. How much time would it take for us to get tired of reading? Key Online Channels Used – Student Voices What do you think of college blogs? Did any of the colleges you looked into have blogs that changed your opinion on the school? 10

Preferred Contact Methods In which channels do students prefer initial direct contact from colleges? Preference continues to be traditional channels: and mail n= HS Grads 2012s: 40% 2012s: 26% 11

Preferred Contact Methods Cell phone contact becomes more acceptable when continuing the conversation. n= HS Grads 2012s: 25% 12

Preferred Contact Methods Contacting on Facebook: OK if message is relevant n= HS Grads 13

Hardware Used Students mostly using laptop or desktop computers for online interactions. n= 1, HS Grads 14

Hardware Used If using a mobile device to go online, iPod Touch wins out. Note: Approximately one third of survey responders do not have a Smartphone. n= HS Grads 15

Cheryl H. Mobile friendly site because I doubt i'd download an app just for a college site Ashley A. app, i usually forget site urls and an app is always there :) Going Mobile – Student Voices Would you prefer downloading a college app on your phone or using a college's mobile-friendly version website? Savannah F. If it was a good app that had the features I needed, for a good price (preferably free) that'd be great. 16

Going Mobile Apps vs. Mobile Version of a College’s Site: Survey says students would rather use a mobile version of your site. n= HS Grads and HS Grads 17

Going Mobile For students who have download college- related apps, what are they downloading? n= HS Grads 18

Nkem O. Yes, but they should also call or send an just in case you never received the message. Amanda M. Yes, that way incoming students would know upcoming deadlines and made sure they were on top of their stuff. Going Mobile – Student Voices Would you want colleges you’re interested in to text message you about admissions updates? Bailey T. NO. It’d be annoying. 19

Going Mobile If you have a personalized, relevant message, it is OK to contact by texting. n= HS Grads 20

Getting to Know Your Campus To help students get to know your campus, video is key. Location-based tools somewhat nascent. n= HS Grads 21

Getting to Know Your Campus Two thirds of students would prefer a student- led tour over a GPS-enabled mobile app. Note: First-gen students are more interested in the GPS app (38% compared to 29% non- first-gen). n= HS Grads 22

Using Facebook for Admitted Students Once admitted, students want to meet classmates, get to know the school and share advice. n= HS Grads 23

Student Conclusions and Facebook remain primary channels students use to communicate with and search for colleges Mobile Devices are the main way about 1/3 of students go online, and they are looking to use Mobile-friendly College Sites Direct Cell Phone contact is more acceptable for follow up Students are looking for Videos to get a feel for your campus and its culture; lower interest in blogs Location-based Tools still somewhat nascent 24

College Admissions Findings 25

Mobile Focus Two thirds say the Admissions Department is responsible for mobile strategy. n=82 College Admission Officers 26

Mobile Focus One third of schools say they have created a mobile-friendly version of their website. n=82 College Admission Officers 27

Mobile Focus What about mobile apps? Nearly 90 percent say they don't have one. Note: Of those who don't have a mobile app, just one third plan to create one in n=82 College Admission Officers n=12 College Admission Officers 28

Mobile Focus 65 percent of colleges ask students to submit their cell phone numbers when they inquire on the school's website. Cell phone numbers are used to call students as opposed to texting them. A few said they call AND text n=82 College Admission Officers 29

Social Networking for Yield 39 percent have a private social network for admitted or newly-enrolled students. Note: A few who don’t have Private Social Networks have set up Facebook groups for admitted / deposited students. n=82 College Admission Officers 30

Future Focus Plans include more emphasis on Facebook, mobile-friendly websites and video / virtual tours. n=82 College Admission Officers 31

Future Focus What are the primary discussion points about mobile in your department right now? Developing mobile-friendly versions of higher levels of our website as well as a mobile app featuring campus map, people directory, news, calendar of events Determining a product for a mobile campus tour Mobile-accessible web site and Mobile-accessible virtual tour Strategy for making website or select pages mobile friendly. Debate over use of text messaging. Discussion about best format for virtual tours Mobilizing our website and possible mobile app “ ” 32

Future Focus 6 recommendations for Focus on video tours and student videos vs. traditional blogs and location-based social media 2.Continue presence on Facebook to provide campus information, start discussions, and create connections with prospects, enrolled students, and alumni 3.When creating a mobile strategy, top priority should be making current online resources mobile-friendly; mobile app should be a secondary strategy 33

Future Focus 6 recommendations for Keep communication via text and cell phone direct, relevant and personalized. Avoid generic “blast” texts, and follow up on messages with an 5.Consider the cornerstone of your online communication with students 6.To help with yield, create a social media forum where admitted students can connect with future classmates 34

New White Paper 6 Trends in Digital and Mobile Communications for College Admissions 35

Questions? 36