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Title: Technology Across Generations Is E-Mail So Yesterday? Engaging the "Digital Native


1
Technology Across Generations Is E-Mail So
Yesterday?Engaging the "Digital Native Students
an Parents
Steven Todd Bryant Director of Financial Aid
Outreach University of Southern California
It goes without saying that each generation of
students and their parents approach their daily
lives from different perspectives and with
different modes and styles of communication. Yet
interestingly, their relationships have never
been stronger. And our graduate students - can
they get any more diverse in terms of ethnic and
generational cultures? Are we, as educational
institutions, immigrating to the new world that
they function in, or are we still attempting to
interact in more traditional ways? New
technologies, (e.g., Chat, Podcasts, My Space,
IM, Blogs, Texting, etc.) guide how these
students and families approach their lives. Learn
about these generational differences and see how
some schools are re-thinking how they engage and
serve their clients.
2
What we will cover today
  • Introduction Millennials are here!
  • Is E-mail obsolete?
  • The Generations
  • Boomers
  • Gen Xers
  • Millennials (a.k.a. Nexters, Echo-Boomers, Gen Y)
  • Technology Across the Generations
  • How do the generations respond to technology (how
    does technology alter how they approach their
    lives)
  • Parental Expectations The Parent Factor
    Helicopter Parents (Boomer) and Stealth Fighter
    Parents (Gen Xers)
  • Technological Options for Millennials
  • Graduate Students A Very Different Audience

Boomers 1945-1964 Gen Xers 1960-1980 Millennials
1980-2000
3
Millennials are here!
  • Wherever you are in university life, you face a
    choice You can either ignore this breaking
    Millennial student wave by treating todays
    collegians as you did the last generation or you
    can embrace the wave and alter how your
    institution engages these students.
  • What should a college do to cope with these new
    students? Should admissions, financial aid,
    campus-life and the classroom experience be
    altered?

4
Two Books You Must Read
  • Zemke, R., Raines, C., Filipczak, B. (2000)
    Generations at Work. Denver Performance Research
    Associates
  • Howe, N., Strauss, W. (2007) Millennials Go to
    College, 2nd Edition. New York Amacom

5
What do we know about Millennials?
  • In the current decade, college administrators
    need to adjust their institutions to a new crop
    of students who are
  • Very close to their parents
  • Focused on grades and performance
  • Intensely focused on the college admission and
    financial aid process
  • Packing their resumes with extracurricular and
    summer activities
  • Talented in digital mobile-technologies, capable
    of multi-tasking and interested in interactive
    learning
  • Insistent on secure and regulated environments
  • Respectful of norms and institutions
  • Numerous and very intent on going to college

6
  • Millennials have no knowledge of pre-digital age
  • Millennials are the first post-stone age for whom
    communication has never centered on a pen or
    pencil
  • Technology but how the Millennials interact
  • Millennials view technology more as a communal
    networking tool

7
On the inside, the digital Millennials are
breeding a new social order by using technology
for sharing, creating and validating via peer
networks or social networking. From
MySpace-Facebook 200 Billion Digital
Millennials article on ZdNet (October 11, 2006).
8
Is E-mail Obsolete?
  • This is the most technological savvy generation
    in the history of the world.
  • We, as education institutions, are already moving
    away from snail mail and paper publications.
  • Should educational institutions do away with
    e-mail and adopt alternate communication channels
    such as text messaging, instant messaging, blogs,
    My Space, Podcasts, etc?

9
Are there any other factors we should be
examining? Parents?
  • Before we answer the million dollar question, Is
    E-mail Obsolete?, lets look at the other
    generations involved.
  • Lets define the generations.
  • Lets see how the other generations might
    influence how educational institutions uses
    technology to engage Millennial students.

10
The Generations
11
The Generations
  • The Baby Boomers (Boomers)
  • Born between 1945-1964
  • 73.2 million people
  • Generation Xers (Gen Xers)
  • Born between 1960-1980
  • 70.1 million people
  • Millennials (Gen Y, Nexters, Echo-Boomers)
  • Born between 1980-2000
  • 69.7 million people

Boomers 1945-1964 Gen Xers 1960-1980 Millennials
1980-2000
12
Boomers growing up in the 50s and 60s
  • The economy was the healthiest in U.S. history
  • The middle class swelled with high employment and
    rising wages
  • 50 of the veterans of WWII attended college on
    the GI Bill
  • The public school system was said to have hit its
    peak
  • Campus protests and civil rights movements were
    based on the belief that this generation truly
    could make a difference (political optimism)
  • Over 75 of children grew up in Leave It To
    Beaver type households with mom at home

Boomers 1945-1964 Gen Xers 1960-1980 Millennials
1980-2000
13
Boomers Memorabilia and Core Values
  • Memorabilia
  • Ed Sullivan Show
  • Fallout Shelters
  • Poodle Skirts
  • Slinkies
  • TV Dinners
  • Laugh-In
  • The Mod Squad
  • The Peace Sign
  • Core Values
  • Optimism
  • Team orientation
  • Personal gratification
  • Health and wellness
  • Personal growth
  • Work

Boomers 1945-1964 Gen Xers 1960-1980 Millennials
1980-2000
14
Gen Xers Growing up in the 70s and 80s
  • Economically tough times
  • The stock marked dropped 22
  • Interest rates climbed and unemployment increased
  • The country faced a fuel crisis
  • The public school system was outdated and under
    funded
  • 50 of children came home from school in the
    afternoon and were on their own television as
    foster parent
  • Kids watched idols and institutions crumble
    (Watergate, Spiro T. Agnew, Richard Nixon, Jimmy
    Carter, Jim Bakker and Jimmy Swaggart)
    (Political Pessimism)
  • 50 of children watched their own parents divorce

Boomers 1945-1964 Gen Xers 1960-1980 Millennials
1980-2000
15
Gen Xers Memorabilia and Core Values
  • Memorabilia
  • The Brady Bunch
  • Star Wars
  • Pet Rocks
  • Platform Shoes
  • Dynasty
  • E.T.
  • Cabbage Patch Dolls
  • Core Values
  • Question authority
  • Diversity
  • Thinking globally
  • Balance (work/fun)
  • Techno-literacy
  • Self-reliance
  • Skeptical

Boomers 1945-1964 Gen Xers 1960-1980 Millennials
1980-2000
16
Millennials growing up in the 80s and 90s
  • The economy was mixed
  • Technology exploded
  • Sometimes called Echo-Boomers because they share
    the optimism of the Boomers
  • Busy, over planned lives
  • Stress to succeed and excel
  • Clinton/Lewinsky
  • Columbine

Boomers 1945-1964 Gen Xers 1960-1980 Millennials
1980-2000
17
Millennials Memorabilia and Core Values
  • Memorabilia
  • Barney
  • Teenage Mutant Ninja Turtles
  • Beanie Babies
  • Spice Girls
  • South Park
  • Oprah and Rosie
  • Core Values
  • Family
  • Trust in authority
  • Optimism
  • Civic duty
  • Confidence
  • Achievement
  • Morality

Boomers 1945-1964 Gen Xers 1960-1980 Millennials
1980-2000
18
What Other Generations say about Boomers
  • What Gen Xers say about Boomers
  • Theyre workaholics (success long hours, not
    outcome)
  • Theyre too political, always trying to figure
    out just what to sayto whomand when
  • Lighten up its only a job
  • Whats the management fad of the week?
  • Theyre clueless
  • What Millennials say about Boomers
  • Theyre cool.
  • They work too much

Boomers 1945-1964 Gen Xers 1960-1980 Millennials
1980-2000
19
What Other Generations say about Gen X
  • What Boomers say about Gen X
  • Theyre slackers
  • They are rude and lack social skills
  • Theyre always doing things their own way
  • They spend too much time on the internet, e-mail
    and text messaging
  • They wont wait their turn
  • Theyre too skeptical
  • What Millennials say about Gen X
  • Cheer up!

Boomers 1945-1964 Gen Xers 1960-1980 Millennials
1980-2000
20
What Other Generations say about Millennials
  • What Boomers say about Millennials
  • Theyre cute
  • They need more discipline from their parents
  • They can set the time on the VCR! (whats a VCR?)
  • They need to learn to entertain themselves they
    need too much attention
  • Can they do my web page for me?
  • What Gen X say about Millennials
  • Echo-Boomers
  • Here we go againanother self-absorbed generation
    of spoiled brats
  • What do you mean, Whats an album?

Boomers 1945-1964 Gen Xers 1960-1980 Millennials
1980-2000
21
Technology Across the GenerationsHow do the
generations respond to technology (how does
technology alter how they approach their lives)
  • Boomers find technology helpful but it is not
    always their first instinct
  • What happens when the internet goes down at work
    Find other non-technical things to do
  • Gen Xers depend heavily on technology but they
    are Skeptical about almost everything
  • What happens when the internet goes down at work
    Complain, get frustrated, stew
  • Millennials see technology as the air they
    breathe, essential to every aspect of life
  • What happens when the internet goes down at work
    Can we go home?

22
Generational Use of Technology
  • Boomers
  • Those who have chosen to embrace technology, use
    e-mail, as they are exposed to new technology, if
    they see value to it, they may embrace it. They
    still like paper.
  • Gen X
  • Use e-mail, text-messaging, blogs,
    instant-messaging, and rely on a combination of
    Boomer old-fashioned socializing and Millennial
    social networking.
  • Millennials
  • Its the air they breathe. To be human to be a
    digital native. Born to be Wired (wireless)

23
Millennials Depend Heavily on their Parents (both
Boomer and Gen X parents)
  • Millennials make decisions jointly with demanding
    parents (co-purchasing a college) and believe
    in big brands (with reputation counting for a
    lot).
  • They are very numerous, very intent on going to
    college, and look forward to planned career path.
  • Millennials feel a trophy kid pressure to
    excel.

24
Embrace Millennial Technology Respect
Generational Differences of the Parent
  • Yes, we need to begin to re-think how we engage
    and provide service to students.
  • But, before we abandon older technologies and
    ways of doing business, we need to remember that
    we are working with a generational team
  • Millennial Boomer Parent (Helicopter Parent)
  • Millennial Gen X Parent (Stealth Fighter
    Parent)

25
Helicopter Stealth Fighter Parents
  • Meet the moms and dads whom Wake Forest
    official Mary Gerardy coined as helicopter
    parents, always hovering ultra protective,
    unwilling to let go, enlisting the team
    (physician, lawyer, psychiatrist, financial
    planner).
  • Where once parents simply unloaded the station
    wagon on move-in day, kissed the kid good-bye,
    and drove home, now they linger for days
    fussing, meddling, crying, and even ranting if
    they think their very special child isnt getting
    the very best of everything. When they dont get
    their way, some threaten to take their business
    elsewhere or sue.

26
  • As Gen-X Stealth Fighter parents emerge as the
    predominant parent type over the next few years,
    colleges should expect these annoying trends to
    intensify. Millennials Go to College
  • A word of caution
  • If you find this annoying you will be frustrated
  • Respect the parents of this incredible generation

27
More Generational Expectations/Trends
  • Gen-X parents will expect to get what they are
    paying for.
  • Boomers and Gen-X parents will have expected
    their trophy children to get full ride
    scholarships with no back-up plan.
  • With instant technology come highly unreasonable
    service expectations.

28
Implications for Student Services
  • Students and parents are customers who actively
    compare programs and make family choices
  • A 24x7 customer service culture
  • Cyber service and instant response demanded
  • Millennials accept authority and respect
    institutions, along with "zero tolerance" for
    institutional failure

29
Is E-mail Obsolete?
  • Is E-mail Losing Its Effectiveness?
  • People are more and more unwilling to share their
    e-mail address
  • Students do not check their official university
    e-mail
  • Spam filters intercept legitimate e-mail
  • Millennials prefer IM and texting
  • Growth of alternate communications channels

30
Alternate Communications Channels
31
Technology Options for Our Students
  • Text Messaging
  • RSS
  • Web Portal
  • E-mail
  • Digital Print
  • Telephone
  • Online
  • Application
  • Social Networking
  • Campus Events
  • Letters via Snail Mail
  • Virtual Advisor
  • Live Events
  • Chat/IM
  • Blogs

32
Technological Options for Millennials
  • Facebook, MySpace, YouTube
  • Social networking, (teens and college students),
    join to interact online
  • When you join you make friends and interact
    via messages and blogs
  • Your profile lets the world, (literally), know
    who you are.
  • MySpace is the H.S. teen hangout
  • Facebook is the College Student place to be
  • Should your School have a MySpace page?
  • Should your School have a YouTube page?
  • The USC YouTube site is controlled more strictly
    than YouTube's main site The USC YouTube
    homepage does not allow comments on its videos.

33
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34
Technological Options for Millennials
  • Blogs
  • Blogs are everywhere
  • Many of our Admissions colleagues are using them
  • USC is considering a controlled Financial Aid
    Blog for parent/student testimonials (edited /
    monitored)

35
Technological Options for Millennials
  • Podcasts
  • Audio (and some video) snippets (3-5 minutes)
    that can be played on a computer or Audio/Video
    player (ipods, etc)
  • Campus Tours
  • Student and Parent Testimonials
  • Managing the Family Contribution
  • Applying for your Stafford Loan

36
Technological Options for Millennials
  • IM / Text Messaging
  • Instant Messaging AOL, Yahoo, MSN, Google Talk
  • Many institutions use IM for internal
    staff-to-staff communication
  • Text Messaging?

37
Technological Options for Millennials
  • Live Chat
  • Two types
  • Scheduled chats in a chat room
  • FERPA nightmare
  • Live and secure one on one chats
  • One staff member with 4 or 5 chats open at one
    time
  • FERPA compliant
  • Special Event Chats
  • Tonight from 7-9 chat with the Financial Aid
    Staff

38
Technological Options for Millennials
  • Brain implants to remind students to meet
    deadlines
  • Time Machines for late applicants
  • Flying Cars for people who drive from San Diego
    to LA without an appointment only to arrive at
    459pm
  • Protective Force Fields for staff when handling
    difficult parents of Millennials

39
Dont Abandon High Touch!
40
Case Study Online Appointments
  • University of Southern California
  • 32,000 students
  • 19,000 financial aid applicants
  • Online appointments high tech / high touch
    customer service

41
  • We can generate appointments as far or little in
    advance as possible
  • Academic Year 1 week
  • March / April 30 days
  • May-July 60 days

42
  • Step One Client selects date and time for
    appointment (system only offers time slots)
  • Step Two Client inputs reservation information
  • Step Three Client receives confirmation e-mail
    as well as reminder e-mail 3 days prior to
    appointment (each with cancellation option)

43
  • Change of Behavior Appointments advertised on
    the web, at presentations (e.g., Orientation),
    and by counselor referral
  • Benefits High-touch meets high-tech increased
    quality of life for clients and staff

44
Graduate StudentsA Very Different Audience
45
Characteristics of the New Graduate Student
  • Very technologically savvy
  • Very close to their parents
  • Make personal decisions jointly with family
    members
  • Not your graduate student of yesterday
  • New FERPA issues

46
Graduate Students and Parental Influence
  • The number one thing to realize with the
    Millennials is that as a whole they reflect much
    more parental perfectionism than any generation
    in living memory. Colleges and universities
    should know that they are not
  • just getting a kid, but they are also getting a
    parent.
  • William Strauss
  • Author, Millennials Rising

47
(No Transcript)
48
Millennial Parent Characteristics
  • Idealist
  • Passionate
  • Protective
  • Involved
  • Concerned
  • Intelligent
  • Demanding
  • Prioritize education
  • Knowledgeable about college experience
  • Sense of entitlement
  • high cost of attendance
  • regard for student as children, not adults
  • Basic concerns are priority
  • Expect to be involved from admission to graduation

49
Language and Tone
  • True or False? Graduate students are adults so
    the language on our website and in our
    publications should be sophisticated
  • A graduate degree is the new bachelors degree
    more and more students going right into graduate
    school progressive degree programs
  • There are probably more twenty-something than
    thirty-something
  • Their parents are engaged and may even come in
    their place (living vicariously)
  • The language and tone should be geared toward a
    younger more savvy millennial audience

50
Q A
This is a green presentation No trees were
killed For a PDF of this presentation, e-mail
Steve Bryant at sbryant_at_usc.edu
51
Deep Thoughts
  • "One thing a computer can do that most humans
    can't is be sealed up in a cardboard box and sit
    in a warehouse."
  • Jack Handey
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