ENGINEERING SOCIAL MEDIA CAMPAIGNS

AN ANALYSIS OF HOW LASER-FOCUSED CAMPAIGNS CAN INSPIRE STUDENTS INTO STEM

WHY? The STEM fields are in great need of innovators, scientists, mathematicians, and engineers.

According to the National Science Foundation (NSF):

The number of workers in S&E occupations grew from about 1.1 million in 1960 to about 5.8 million in 2011.

Science + engineering occupations have seen 3.3%, greater growth rate than the 1.5% growth rate for the total workforce.

Source

THE GAP?

• WOMEN• Women hold less than 24% of our country's STEM

jobs as of 2014

• MINORITIES• African-American and Latino workers represent 16%

of the advanced manufacturing workforce, 15% of the computing workforce, and only 12% of the engineering workforce

• YOUNG STUDENTS• 61% of 12th graders are not interested in STEM

careers

Source for all data from Change the Equation, a coalition of Fortune 500 companies focused on increasing STEM education, featured in U.S News & World Report

ONE SOLUTION: CREATE A CONVERSATION• Lots of social media initiatives that

inform and steer people towards STEM education and the workforce.

• Creative professionals in the STEM field can learn from these campaigns for their own brand goals.

•Rich content to mine from the STEM fields.•Partner with organizations to increase awareness, a benefit to both parties

VERIZON WIRELESS• #InspireHerMind• Viral YouTubeVideo had over 4 million views!

• "Our words can have a huge impact. Isn't it time we told her she's pretty brilliant, too? Encourage her love of science and technology and inspire her to change the world."-- Reshma Saujani, Founder of Girls Who Code and MAKER

• Aligns with general #WomenInStem movement

• Results? Coverage in AdWeek, HuffPo, Slate, Bustle, Slate, ABC News, WIRED, Mashable

CAMPAIGNS LEAD TO RICH CONTENT AND ENGAGEMENT

Verizon-sponsored computer science summer immersion program.Verizon’s “Inspire Her Mind,” website is full of useful information for young women who want to get involved, and actual opportunities to do so!

VERIZON WIRELESS

• #PotentialOfUS

• YouTube heavy campaign centered around an event and Black History Month

• 6 Bronx students created an app in the Verizon Innovative App Challenge

• Their app consisted of Greek myth characters that help students with math skills, a game called Quest Math

• Brings attention to their annual app challenge while inspiring young students

• 56,000 views

CAMPAIGNS LEAD TO RICH CONTENT AND ENGAGEMENT

EXXONMOBIL’S CAMPAIGN• #BeAnEngineer• “Be An Engineer ... where changing the

world is part of the job description.”

• Heavily used hashtag, website with resources, and unconventional use of Tumblr, and Instagram

• Tumblr and Instagram are the perfect social venue for kids and teens

• Be An Engineer is all about creating the innovators of tomorrow, today

• And that means targeting young students!

#BeAnEngineer Video Spots: A World Without Engineers

Record Views: 1 -4 million views on YouTube

Spots are comedic takes on how difficult life would be without the innovative engineers

Watch 30 sec. video: Run

BUILD BRAND WORLDS AROUND SOCIAL CAUSES

• Support STEM talent• Be the solution • Align our brands with a social cause• Build engaging Corporate

Responsibility