the Sam Jackson College Experience

I will keep this short and focus on the content here, folks, because it’s amazing. A few years back I wrote an angry letter to Yale Dean of Admissions Jeff Brenzel for not being forward-looking enough with the admissions office. I will soon have to draft him a letter of congratulations for his support of this great  student-led, student-created effort to create a fantastic Yale admissions music video. Much of what I’ve ever said on the blog about engaging branding and effective marketing comes together here in one fell swoop. More analysis of this later, and praise for the enterprising students who developed the video. For now, have a look and share your comments! You won’t regret it.

E-mail we received this afternoon enclosed below. The bloodletting at Yale looks like it will really not be so bad; while market declines were comparable to Harvard, they were looking to freeze things more aggressively, while Yale is forging ahead (relatively speaking). We all knew that the downturn would affect Yale, the question was by how much. The answer: So far, about 25% of the market value of the endowment has gone down with the markets. This means there is a fairly significant budget shortfall next year, growing again the year after. But, relax – the endowment is now in the same place it was in 2006, and long-term, everything will be peachy. Right, President Levin? “17 billion is still a very large endowment.”

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About a month ago, I wrote about patterns I found comparing Yale and Harvard in Google searches through Google Trends. Well, just today, Facebook released a simply fascinating tool called “Lexicon” which is the same thing, but for wall posts. Computers (not humans!) track the content of every wallpost for words and phrases, and you can search for trends and comparisons over time using this new tool. Very cool, right?

Lexicon shows the number of users that posted each term per day on a profile, event or group Wall. It does not count repeated terms by the same user on the same day. This is to account for the seasonality of Wall posting in general; for example, there are fewer overall posts in the month of December.

My complaint about my previous Google Trends related efforts had been the fact that Google Trends was not targeted enough to college age students to give more precise sampling to *really* show the trends when it came to buzz about individual schools over the course of the admissions cycle. Facebook’s demographics pretty much fix this problem, and the following chart is very exciting.

The greatest influence here can be seen from Harvard and Princeton dropping their early programs. Yale has a huge attention buzz boost in December, but by spring admissions time it is at parity with Princeton (Gasp!) and Harvard has a significant edge in attention. As with Google Trends data, the same incredibly eerie trend occurs where everyone talking about school A talks exactly proportionately with those talking about school B with the same upticks and downticks, with high levels of accuracy.

In general, the same observations as before apply… just nice to see them borne out in slightly cleaner data somewhere else. Read about the patterns I found in the Google Trends data by clicking here, or see below.

Compare with Google Trends data (Red is Harvard, blue is Yale).

Thinking about schools as possible tourist attractions seems to be in line with the marketing and school “branding” talk that I try to discourage. However, any Harvard student would counter that it’s just a fair description of their state of affairs: sit down in a lawn chair with a notepad and a sharp eye for an afternoon and you’ll see an endless stream of tourists, all constantly rubbing the same toe of the John Harvard statue (to which drunk students forever do unspeakable things).

So it’s a fair question and reasonable point of comparison. How is it at Yale? Can you walk to class without tripping over roving bands of camera-wielding tourists, gawking at undergrads like they’re all in a richly furnished zoo enclosure? Is Yale a tourist attraction?

In a word, no.

It’s true that old campus has a fair number of tour groups circulating in lazily predictable routes, and that they can be spotted on a couple other hotspots on the campus tours which leave from the admissions office. But the individual group sizes, and the overall volume, is very manageable. We do not have people trying endlessly to sneak into our dorms or libraries–the libraries, in fact, don’t require ID to enter the main areas.

Compare with Harvard where the library has regular ‘incidents’ when people try to sneak in just to take a look… or so I am told. The libraries at a lot of schools have this nice level of access for prospective students, so it’s not that Yale is special about it, it’s just a nice benefit from the medium-high volume rather than the stupidly-crowded nature of certain other schools.

Sometimes I like to join the tour groups silently, listen for a minute, then leave. This seems to really confuse prospective students, and leaves me sad that the tour guides are always giving the same semi-duplicitous accounts of Yale lore; still, it helps me stay in touch with the prospective student mindset and is good for blogging. It seems that sometimes, the worse the weather is, the better the tour, as guides work harder to make Yale appealing aside from the good weather and usual cheer of New Haven.

There are busloads of Chinese tourists / visitors who come to Yale, foreign-language tour guides leading them around campus–Yale is actually much better known in China than Harvard, a lot of the time, but when I just stopped at Harvard over spring break I did see a nice number of well-heeled Hong Kong students heading around on a big tour group.

If you stopped reading after my “in a word” explanation, and skipped to the end, don’t worry! You didn’t miss any super-insightful truths about Yale. There is a reasonable level of outsider interest, but because they don’t go inside residential college gates it’s not much of a problem at all.

Of course, I think Yale is quite worthy of being a tourist attraction… : )

Headline part-inspired by Snively @ MIT blogs, but mostly by the exact question asked by my bff Greta when visiting her this past week at Harvard.

I discovered an interesting pattern while playing around with Google Trends: if you compare ‘Yale University’ and ‘Harvard University’ with the tool, there is an eerie similarity in their trend lines. Even minor up and down ticks are mirrored across search terms. See for yourself: trends chart below, Harvard in red, Yale in blue.

The trend is clearer for Google search data, but there are still some pretty strange similarities for the news references (below the main chart). I understand that every time one school does something, the other feels compelled to respond, but the fact that these trends link together so closely is very interesting. My first question was whether much of this might just be seasonal–fluctuations in the course of the admissions cycle. To test this, I compared Yale with a few other schools, trying to eliminate large sports schools as a factor. Georgetown vs. Yale produced fairly similar results to Yale v. Harvard, but not with the same level of overlap.

Years ago I did this same comparison with Phillips Exeter Academy vs. Philips Andover Academy (interestingly, historically they were once prominent feeder schools for Harvard and Yale, respectively) but the results there were not numerous enough to show any significant overlap; the numbers there were probably inflated by vanity searches from the students at either school.

Other interesting trends to take from this data: search volume for both of these terms has declined continually over the years, relatively speaking. Why is this? Is it because people are better able to use the school sites and don’t do as much searching, or is it because of a methodological feature whereby their search volume stays stable but relative to other terms decreases? It’s not clear, but it’s an interesting trend all the same.

International attention is something else to compare. If all the queries came from Australian applicants, hypothetically, that would shift things in the calendar because of their different school cycles. But more realistically, it’s just an interesting reflection of foreign interest. Harvard predictably comes out ahead, but check out these countries which are ranked by how much people are searching for Yale (Harvard comparison):

Google lets us get even more precise, though: down to city level. This is really interesting because we see the rate at which Yale students search for themselves compared to how much Harvard students search for things about Yale. If we then compare this to another chart, showing how often Harvard searches for Harvard, we see that Yale–via New Haven–doesn’t even make the top ten. In other words, Harvard is by some measures more interested in Yale than Yale is in Harvard. Inferiority complex much? : ) (Yes, I realize this is methodologically flawed… just joking).

Finally, we can compare the international chart with a language chart. English is first, then Chinese, then, surprisingly enough, Italian.

Very interesting for a few minutes googling! I highly recommend playing around with google trends and exploring interesting things about your own favorite words, or trends, or schools. Dogs and Puppies beat Cats and Kittens, etc. Have fun, and don’t draw too many sweeping statistical conclusions : )