Technology Across Generations Is e-mail Obsolete Engaging the by pengtt

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									                              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.
        What we will cover today:
•   Introduction: Millennials are here!
•   Is E-mail obsolete?
•   The Generations                            Boomers 1945-1964
                                               Gen Xers 1960-1980
    •    Boomers                              Millennials 1980-2000
    •    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
        Millennials are here!
 Wherever you are in university life, you face a
  choice: You can either ignore this breaking
  Millennial student wave by treating today‟s
  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?
    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
        What do we know about
             Millennials?
   In the current decade,            – Packing their resumes
    college administrators need           with extracurricular and
    to adjust their institutions to       summer activities
    a new crop of students who
    are:                              –   Talented in digital
                                          mobile-technologies,
     – Very close to their
                                          capable of multi-tasking
       parents                            and interested in
     – Focused on grades and
                                          interactive learning
       performance                    –   Insistent on secure and
     – Intensely focused on the           regulated environments
       college admission and          –   Respectful of norms and
       financial aid process              institutions
                                      –   Numerous and very
                                          intent on going to
                                          college
   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
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).
        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…?
           Are there any other
           factors we should be
           examining? Parents?
 Before we answer the million dollar
  question, “Is E-mail Obsolete?”, let‟s look
  at the other generations involved.
 Let‟s define the generations.
 Let‟s see how the other generations might
  influence how educational institutions uses
  technology to engage Millennial students.
The Generations
              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
     Boomers growing up in the 50’s and
                         60’s
    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
    Boomers Memorabilia and Core Values

   Memorabilia              Core Values
     – Ed Sullivan Show       – Optimism
     – Fallout Shelters       – Team orientation
     – Poodle Skirts          – Personal gratification
     – Slinkies               – Health and wellness
     – TV Dinners             – Personal growth
     – Laugh-In               – Work
     – The Mod Squad
     – The Peace Sign                      Boomers 1945-1964
                                           Gen Xers 1960-1980
                                          Millennials 1980-2000
Gen Xers Growing up in the 70’s and 80’s
    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
     Gen Xers Memorabilia and Core
                Values
   Memorabilia            Core Values
    – The Brady Bunch       – Question authority
    – Star Wars             – Diversity
    – Pet Rocks             – Thinking globally
    – Platform Shoes        – Balance (work/fun)
    – Dynasty               – Techno-literacy
    – E.T.                  – Self-reliance
    – Cabbage Patch         – Skeptical
      Dolls                                Boomers 1945-1964
                                           Gen Xers 1960-1980
                                          Millennials 1980-2000
    Millennials growing up in the 80’s and 90’s

   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
Millennials Memorabilia and Core Values

    Memorabilia              Core Values
     – Barney                  – Family
     – Teenage Mutant          – Trust in authority
         Ninja Turtles         – Optimism
     –   Beanie Babies         – Civic duty
     –   Spice Girls           – Confidence
     –   South Park            – Achievement
     –   Oprah and Rosie       – Morality
                                             Boomers 1945-1964
                                             Gen Xers 1960-1980
                                            Millennials 1980-2000
     What Other Generations say
          about Boomers
   What Gen Xers say about Boomers
    – They‟re workaholics (success = long hours, not
        outcome)
    –   They‟re too political, always trying to figure out just
        what to say…to whom…and when
    –   Lighten up; it‟s only a job
    –   What‟s the management fad of the week?
    –   They‟re clueless
   What Millennials say about Boomers
    – They‟re cool.
    – They work too much                             Boomers 1945-1964
                                                     Gen Xers 1960-1980
                                                    Millennials 1980-2000
     What Other Generations say
            about Gen X
   What Boomers say about Gen X:
    – They‟re slackers
    – They are rude and lack social skills
    – They‟re always doing things their own way
    – They spend too much time on the internet, e-mail and
      text messaging
    – They won‟t wait their turn
    – They‟re too skeptical
   What Millennials say about Gen X:
                                                Boomers 1945-1964
    – Cheer up!                                 Gen Xers 1960-1980
                                               Millennials 1980-2000
        What Other Generations say
             about Millennials
   What Boomers say about Millennials:
    – They‟re cute
    – They need more discipline from their parents
    – They can set the time on the VCR! (what‟s 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 again…another self-absorbed generation of spoiled
      brats
                                                         Boomers 1945-1964
    – What do you mean, What‟s an album?
                                                         Gen Xers 1960-1980
                                                        Millennials 1980-2000
       Technology Across the Generations
    How 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?
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
    – It‟s the air they breathe. To be human = to be a digital
      native. Born to be Wired (wireless)
    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.
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)
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 isn‟t
    getting the very best of everything. When they don‟t get
    their way, some threaten to take their business elsewhere
    or sue.
   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
          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.
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
            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
Alternate Communications
         Channels
Technology Options for Our Students

• Text Messaging   • Social Networking
• RSS              • Campus Events
• Web Portal       • Letters via Snail Mail
• E-mail           • Virtual Advisor
• Digital Print    • Live Events
• Telephone        • Chat/IM
• Online           • Blogs
• Application
      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.
    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)
     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
     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?
     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
    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 4:59pm
 Protective Force Fields for staff when
  handling difficult parents of Millennials
Don’t Abandon High Touch!
                     Case Study: Online
                       Appointments
University of Southern California
•32,000 students
•19,000 financial aid
applicants
•Online appointments =
high tech / high touch
customer service
   We can generate appointments as far or little in advance as possible
     – Academic Year: 1 week
     – March / April: 30 days
     – May-July: 60 days
   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)
   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
   Graduate Students
A Very Different Audience
    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
        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
Millennial Parent Characteristics
     Idealist                  Knowledgeable about college
     Passionate                 experience
     Protective                Sense of entitlement
                                 – high cost of attendance
     Involved
                                 – regard for student as children,
     Concerned                     not adults
     Intelligent               Basic concerns are priority
     Demanding                 Expect to be involved from
     Prioritize education       admission to graduation
          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 bachelor‟s 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
                                   Q&A


                     This is a green presentation
                        No trees were killed

For a PDF of this presentation, e-mail Steve Bryant at sbryant@usc.edu
          Deep Thoughts
 "Onething 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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