Post on 08-Jan-2017
A15: Recrui,ng and Serving the Self-‐Service Genera,on
• Mildred Johnson, Virginia Tech, VA • Beth Wolfe, Marshall University, WV • Gil Rogers, Chegg, CA
It’s not just demographics. The class of 2020 is different.
They are different from than any genera,on before
Only 6% complete homework by hand(2) (vs ~25% of college students)
Born the same year as Google
1 in 5 recall ever calling a landline(1). But they send 40 texts/day
*Sources: (1) &(2)CheggHeads, Feb 2016 (High School n=378; College Student n= 454), (3)hFp://www.wsj.com/arMcles/for-‐some-‐graduates-‐college-‐isnt-‐worth-‐the-‐debt-‐1409803261 ConfidenMal Material – Chegg Inc. © 2005 -‐ 2016. All Rights Reserved.
70% will have more than $40k in debt at gradua,on(3)
Emerging as the “on-‐demand” genera,on “I want it now.”
SMS or Snap Me
Binge watch
Not email
Uber everywhere Stream
anything
Confidential Material – Chegg Inc. © 2005 - 2016. All Rights Reserved.
They believe things should be accessible and affordable
The en,re world is a click away
Only ever owned a Smartphone
Introduced to Khan Academy in 2nd grade
The YouTube “wormhole”
ConfidenMal Material – Chegg Inc. © 2005 -‐ 2016. All Rights Reserved.
And they expect to be able to learn on-‐line any ,me
Use a device in class every day*
62% Can learn a new subject effecMvely online or offline*
49% Use online tutorials for school*
“Prefer classes & programs at my own pace” *
81% 70%
*Sources: CheggHeads, Feb 2016 (High School n=378; College Student n= 454) ConfidenMal Material – Chegg Inc. © 2005 -‐ 2016. All Rights Reserved.
53% 46%
68%
85%
70% 72% 80%
90%
Foreign Language History Science Math
Have you used online help for any of these subjects?
College High School
… across any subject
*Sources: CheggHeads, Feb 2016 (High School n=378; College Student n= 454) ConfidenMal Material – Chegg Inc. © 2005 -‐ 2016. All Rights Reserved.
The Key Stats for Today’s Conversa,on
Use a device in class every day* “Prefer classes & programs at my own pace” *
81% 70%
Born the same year as Google
Only ever owned a Smartphone
Born when Google began… Students start their search online
The college search is overwhelming for students
60% indicated using at least one of these sites
Informa,ve Social
Specialized
nearly
Segmen,ng Digital Tools
Which of the following online resources have you used to research colleges?
Make the most efficient use of your data
Purchased Search Names
Prospects
Chegg Inquiry Data
Applicants
Step 1 Data files are onboarded to a
data matching plaiorm
AdmiFed Students
Step 2 Data is anonymized and matched to IDs
176749830
Step 3 Media is targeted to IDs across devices /channels
Engage them where they are Students are social
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%
TwiFer
Snapchat
MulMple Mmes a day Once a day Once a week Once a month Every once in a while Never
Frequency of Social Media Usage
How omen do you use the following social media websites?
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 increased growth by
percentage points
17
Year over year comparison: How omen do you use the following social media websites?
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%
Snapchat
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 omen do you use the following social media sites during college research?
41%
58%
19%
6%
49%
28%
60%
31%
14%
62%
48%
67%
46%
26% 20%
71% 70% 67%
56%
48%
21%
YouTube Instagram Facebook TwiFer Snapchat Pinterest
2012 2013 2014 2015
Increased Growth and Fragmenta,on
1 in 2 use 5+ plaiorms
Year over year comparison: How omen do you use the following social media sites during college research?
Combining Social with Offline #HokieSelfie
Hokie Selfie Outcomes
Nearly 200 posts to Twiier Nearly 100 posts to Instagram
• Over 202K social media impressions across TwiFer and Instagram (3X the first year)
Retarge,ng Reach students minutes amer they have visited your site or
expressed interest in a similar school.
Retargeted and Sponsored AdverMsements Students are more likely to respond posiMvely than negaMvely to retargeted or sponsored adverMsements placed throughout the web and social media outlets.
Q: Have you ever seen sponsored posts or ads from colleges on Facebook, Instagram, or TwiFer? [If yes,] how did seeing those ads make you feel about the college?
Q: Have you ever visited a college’s website and then seen ads for the college elsewhere while you were browsing online? [If yes,] how did seeing those ads make you feel about the college?
36.7%
36.2%
39.6%
41.4%
23.7%
22.5%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Retargeted Ads
Sponsored Ads
PosiMve No Effect NegaMve
n=307
n=384
Retarge,ng Strategies
Strategically engage and convert interested students with messaging tailored to their phase of their search.
Many insMtuMons leverage .Edu RetargeMng to drive traffic of general researchers back to your site to learn more (You can do this yourself!)
Chegg, Niche and Baidu page visitor retargeMng to engage un-‐idenMfied prospects on the top college search
Interest-‐based RetargeMng to engage inquiries & students considering peers
Most insMtuMons that do retargeMng focus on their site visitors
Retarget students who are acMvely searching peer insMtuMons.
v
Another example…
Mobile-‐First Only ever owned a smartphone & use devices daily in class
47% Laptop
37% Smartphone or Tablet 13%
Desktop
Primary Device to Research Colleges
#socadm16 Which device do you primarily use to research colleges?
4 in 5 visit college websites
1 in 5 download naMve apps
Admissions Ac,ons 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?
Students are always in moMon. Your targeMng should be too…
Recruit students through locaMon-‐based mobile targeMng that focuses on real-‐Mme acMvity and the highest engaged areas.
91% of consumers have their phones within arms reach 24 hours a day
The average user checks their phone 150 TIMES / DAY
Sources: Study by app Locket, 2014. Under the Cover with College Students. Chegg, 2015.
93% of students own a smartphone
Dynamic targe,ng zeros in on the strongest performing loca,ons
Standard Geo-‐fence
Chegg’s Geo-‐fence
Precise Geo-‐fence
Custom InteracMon
Custom Landing Page
.EDU Site
Dream Big. Live Limitless. Learn more!
Reach students on their favorite apps and drive to your mobile EDU site or a custom landing page/interacMon developed by Chegg
82%
37% 37%
19% 15%
12%
6%
Visited college website
Scheduled campus visit
Taken virtual campus tour
Downloaded naMve app from college
Asked quesMon on social media
Texted with college rep
Live chat with college rep
Top ac,ons completed by students on mobile
Which of the following have you done on a mobile device when considering which colleges to apply to or where to enroll?
12% submiFed an applicaMon
through mobile
#socadm16!
only
85%
35%
5%
College Website Common App Other
Submimng Apps on Their Phone
12% submiFed an applicaMon
through mobile
Did you submit a college applicaMon on a mobile device? Which methods best describe how you submiFed a college applicaMon on your mobile device?
Google AnalyMcs evaluates performance via Cookie IDs
In-‐app mobile adverMsing can only be tracked by Device IDs NOT Cookie IDs
The biggest challenge to measuring mobile adver,sing
The path to conversion is onen fragmented
The path to conversion is onen fragmented
The path to conversion is onen fragmented
The path to conversion is onen fragmented
Track conversions from the ini,al click…
Track conversions from the ini,al click…
Track conversions from the ini,al click…
Track conversions from the ini,al click…
Track conversions from the ini,al click…
…track conversions from other devices aner the first view
Thank you
• Mildred Johnson, Virginia Tech, VA • mildredj@vt.edu
• Beth Wolfe, Marshall University, WV • beth.wolfe@marshall.edu
• Gil Rogers, Chegg, CA • gil@chegg.com