technology across generations is e-mail so yesterday? engaging the "digital native“ students...

Technology Across Generations Is E-Mail So Yesterday?

Engaging the "Digital Native“ Students an Parents

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.

Steven Todd Bryant

Director of Financial Aid Outreach

University of Southern California

What we will cover today: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 1945-1964Gen Xers 1960-1980

Millennials 1980-2000

Millennials are here!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 ReadTwo 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 What do we know about Millennials?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

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?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 Are there any other factors we should be factors we should be examining? Parents?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 GenerationsThe GenerationsThe 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 growing up in the 50’s and Boomers growing up in the 50’s and 60’s60’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 Memorabilia and Core ValuesBoomers 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



Gen Xers Growing up in the 70’s and 80’sGen 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



Gen Xers Memorabilia and Core Gen Xers Memorabilia and Core ValuesValues

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



Millennials growing up in the 80’s and 90’sMillennials 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



Millennials Memorabilia and Core ValuesMillennials 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



What Other Generations say What Other Generations say about Boomersabout 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 1960-1980Millennials 1980-2000

What Other Generations say What Other Generations say about Gen Xabout 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:– Cheer up! Boomers 1945-1964


What Other Generations say What Other Generations say about Millennialsabout 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– What do you mean, What’s an album? Boomers 1945-1964


Technology Across the Technology Across the GenerationsGenerationsHow do the generations respond to technology (how How do the generations respond to technology (how does technology alter how they approach their lives)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 TechnologyGenerational 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 Millennials Depend Heavily on their Parents (both Boomer and Gen X Parents (both Boomer and Gen X

parents)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 & Embrace Millennial Technology & Respect Generational Respect Generational

Differences of the ParentDifferences 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 ParentsHelicopter & 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 More Generational Expectations/TrendsExpectations/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 ServicesImplications 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 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 Alternate Communications Channels Channels

Technology Options for Our StudentsTechnology 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

Technological Options for MillennialsTechnological 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.


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)


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


IM / Text Messaging– Instant Messaging – AOL, Yahoo, MSN,

Google Talk– Many institutions use IM for internal staff-to-

staff communication– Text Messaging?


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


Brain implants to remind students to meet deadlines

Time Machines for late applicantsFlying 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!Don’t Abandon High Touch!

Case Study: Online Case Study: Online AppointmentsAppointments

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 StudentsGraduate StudentsA Very Different AudienceA Very Different Audience

Characteristics of the New Characteristics of the New Graduate StudentGraduate Student

Very technologically savvyVery close to their parentsMake personal decisions jointly with family

membersNot your graduate student of yesterdayNew FERPA issues

Graduate Students and Graduate Students and Parental InfluenceParental 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 CharacteristicsMillennial 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

Language and ToneLanguage 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 & AQ & A

This is a green presentationNo trees were killed

For a PDF of this presentation, e-mail Steve Bryant at [email protected]

Deep ThoughtsDeep 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

technology across generations is e-mail so yesterday? engaging the "digital native“ students...

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