GENERAL ELECTRIC

GE
BALANCE
THE
EQUATION
Handled by:

Anissa Cooper April 30, 2018

Stefanie Milovic
Daniela Nasser
Kiley Rush
Mackenzie Walsh
 1
Table of Contents
Objectives and Goals......................... 2 - 3

Audience............................................. 3 - 4

Timeframe for Measurement............. 4 - 5

Key Performance Indicators............. 5 - 9

Metrics............................................. 10 - 11

Measurement Tools........................ 11 - 15

Conclusion...................................... 15 - 16

Matrix............................................... 17 - 19
GE
Objectives and Goals 2
Background

“Balance the Equation” is an equality campaign created and run by

General Electric Company (GE), a multinationa conglomerate company
whose mission is to advance industrialism to “build, move, power, and cure
the world” ([Link] In efforts to do so, GE
recognizes the need to give equal employment and advancement
opportunity to women, who only comprise up to 25% percent of the
college-educated STEM workforce (Economics & Statistics Administration,
2017). Therefore, the “Balance the Equation” strives to increase female
application, enrollment, and advancement in STEM fields through social
media, education, and GE’s commitment to hiring 20,000 more women by
2020. The campaign will be carried out virtually through GE’s website and
social media channels, like Facebook and Twitter. The campaign will also
be executed physically through funding STEM workshops and programs
for girls and young women, in addition to GE’s revamped goals and new
hiring process for women. This campaign will launch in February 2017 with
the following measurable goals.

Goals
Our first goal is to increase awareness about the GE
Balance the Equation Campaign. In order to be effective,
GE
the campaign needs to reach its large target audience
through increased awareness. On the business side of the
campaign, increased awareness of the GE campaign
should lead to more positive brand sentiment. On the social
impact side of the campaign, increased awareness should
lead to more people thinking about the issue and more
young women and girls inspired to pursue STEM fields.
Our second goal is to increase the number of women
entering and applying for STEM jobs. Since GE has already 3
established its goal of hiring 20,000 more women by 2020, it is
important to recognize the need to increase the number of women
both entering into and applying for STEM jobs. By increasing female
applications, GE and other STEM-related companies are given a larger
pool of applicants to select from and are more apt to select qualified female
candidates. This goal should be gradual rather than immediate,
exponentially increasing in impact with the increase of awareness and
changing social norms.

Our third and final goal is to inspire young women and girls to have
interests in STEM fields. While STEM programs and scholarships are
increasingly promoted to young women and girls with an interest in STEM,
the concept of women in STEM fields is not widely discussed. For
example, women only comprise 25 percent of college-educated STEM
workers (Economics & Statistics Administration, 2017). Yet, few strides
have been made to effectively change this. Therefore, we recognize that
this goal will not be achieved within the 10-month timeframe allocated for
the campaign. However, we expect that growth will be easily seen and
calculated based on the social norm being challenged, the public working
to improve upon this concern, and the increased interest of young women
and girls in STEM fields.

Audience
Our primary target audience is females aged 13 to 25
GE
years old. We also want to focus on females who succeed
and are interested in science classes, curious about
science and the STEM field, as well as those who are
active on social media. This is our primary target audience
because one of GE’s goals is to get more women into the
STEM field. Studies have shown that around age 13 to 15
is when girls begin to lose interest in science.
Girls around that age, as well as those in high school
and college, have the ability to choose to begin their careers 4
in the STEM field, which is why they are our target audience.
These are the people who are directly affected by the Balance
the Equation campaign, and the ones who will become the ones to
actually make the difference and join the STEM field.

We also have a secondary target audience. This is made up of parents of

the primary audience, teachers and educators, and interested donors in
STEM. While the secondary target audience cannot necessarily switch to
a STEM field career and balance the male to female ratio in the field, they
do have the power to encourage the primary target audience to do so.
Parents of girls in school have the ability to encourage their curiosity in
science, as well as encourage them to pursue a college degree and career
in the STEM field. Educators and teachers have the ability to create a
classroom environment that fosters curiosity and interest in science,
leading girls to become and continue to be more interested in the field.
Potential donors could possibly donate money for scholarships for women
in the STEM field, or donate to fund female-led research to promote the
idea of women in the field.

Timeframe for Measurement

The campaign is set to run for 10 months from February to
December. Over this time period, our team will be able to
test different communication methods to see which is the
GE
most effective way to inform our target audience about the
campaign and encourage them to become more interested
and involved in the STEM field, reaching all of our business
goals effectively. We have come up with a schedule for
measuring each aspect of our campaign so that we can
stay on top of our trends and keep the campaign relevant to
our audiences throughout all 10 months that it is running.
We plan to measure all social elements bi-weekly. Since
our campaign is hashtag heavy, checking social media 5
bi-weekly will be important to make sure that people are still
using the hashtag #BalanceTheEquation and to see if the GE
Twitter account is gaining more followers and more interactions.
Checking social media bi-weekly will allow us to keep track of trends
of audience engagement with our content with each post. We also plan
to condense all campaign trends into a report to be analyzed each month.
A report will be created to be presented to GE highlighting all of the overall
campaign trends so that, if needed, things may be adjusted to keep our
audiences engaging with our content. We expect that GE will reach its
goals within the first six months of the campaign.

Key Performance Indicators

Goal: To increase awareness about the GE Balance the
Equation Campaign and GE Girls Club

KPIs:

1) The amount of website traffic on the GE Balance the Equation and

GE Girls Club websites

The amount of website traffic generated on the GE

Balance the Equation and GE Girls Club websites
GE
will provide necessary insight regarding audience
awareness and exposure towards the campaign and
initiatives. This KPI ties back to the organizational
goal by understanding the awareness and exposure
of the campaigns through website traffic, GE can
adjust and improve methods of exposure for the
campaign based on these findings.
2) The number of times #BalanceTheEquation and
#CodeLikeAGirl hashtags are used
6
The number of times the #BalanceTheEquation and
#CodeLikeAGirl hashtags are used can help measure the
amount of user engagement and interaction there is with
the campaign on Twitter. This will also support our goal of
increasing awareness about the campaign as the hashtags
will be viewable by the followers of the Twitter users who post
tweets using the hashtags, thus increasing awareness and
visibility of the campaign.

3) The number of views of the Balance the Equation television

spot on YouTube

The GE Balance the Equation television advertisements that are

uploaded to YouTube provide the campaign another method of
spreading the message about women in STEM. This allows GE’s
initiative to widen audiences using a different mass medium other
than social media. Measuring the number of views these
televisions advertisements receive on YouTube will serve to
increase audience awareness of the campaign for audiences who
may not use social media but are still key audiences to reach.

4) The amount of coverage from online news articles and mentions

on social media
GE
By using Google Alerts to monitor brand mentions
on social media and news coverage from online
articles and websites, we will be able to monitor
the conversation surrounding the Balance the
Equation campaign. From social media, we will be
able to specifically gauge brand sentiment, to
determine how the campaign is being received by
 audiences as either positive, negative, or neutral.
Based on our findings, we will be able to determine 7
what works and what doesn’t work and from there we
can tailor our messages for the campaign.

Goal: To increase the number of women and young

girls entering STEM programs and applying for
STEM jobs

KPIs:

1) The number of women that apply for GE STEM positions

By measuring the number of women who apply for GE STEM

positions on the GE website we will be able to determine if our
campaign has successfully made women more aware of their
opportunities in STEM. From women applying for GE STEM
jobs, we can measure the conversion or actions women make
based on our campaign efforts which support the ultimate goal
of the campaign, which is to increase women in STEM jobs.

2) The number of people who visit the Balance the Equation tour
on wheels on college campuses

The Balance the Equation tour on wheels is

another method the campaign will use to
increase awareness and engagement with the
campaign that will hopefully turn into
GE
conversions of women applying for STEM jobs
and joining STEM programs. This tangible
campaign opportunity will provide girls and
women who are unaware or interested in STEM
with the necessary information and resources
to get them on their way to pursuing and
achieving STEM careers. By measuring the
number of
 people who visit the Balance the Equation tour on
wheels we can directly measure the impact of the tour 8
on wheels and can determine whether the tour
increased page views and job application entries on
the GE website following a campus visit.

3) The number of applicants and enrollment in the GE Girls

Club STEM program

By tracking the number of applicants who enroll in the GE

Girls Club program we can determine whether our campaign
in successfully advocating for young girls to join STEM. Based
on the number of applications and enrollment in the GE Girls
Club program we can evaluate how well our campaign is
influencing girls to join STEM programs and women to enter
and apply for STEM jobs.

Goal: To inspire young women and girls to have

interests in STEM fields

KPIs:

1) The number of video views for the GE Balance the Equation

commercials on YouTube

By measuring the number of views for

commercials from GE’s Balance the Equation
GE
campaign, we can determine the reach of the
influential videos that features women in
STEM which will inspire younger audiences to
enroll and participate in STEM programs.
These commercials will spread awareness for
the initiative to get more girls interested in and
inspired by STEM and will thus promote
 girls in STEM and change the social norms
surrounding girls and women in STEM for the better. 9
2) The number of followers, likes, shares, and retweets on GE
Girls social media accounts

The amount of followers, likes, shares, and retweets on GE

Girls social media accounts such as Twitter, Facebook, and
Instagram will allow us to measure the reach, exposure, and
engagement of girls who are interested in STEM, specifically
the GE Girls platform. By measuring the numbers for followers,
likes, shares, and retweets of GE Girls social media accounts,
we will be able to determine if the GE Girls social media is a
successful tool that can promote and inspire STEM for girls in
addition to providing a platform that shows the changing social
awareness regarding women and girls in STEM.

3) The number of school GE Girls Club programs

By tracking the number of middle schools and high schools

that create GE Girls Clubs on campus and then tracking the
number of female students that join the clubs, we will be able
to measure the interest that schools and female students have
in GE Girls Club. From there we can measure the success of
GE Girls Clubs which will be an indicator of the effectiveness
of the Balance the Equation Campaign and the GE Girls Club
programming which will contribute to changing
social norms surrounding girls in STEM and
GE
inspiring girls to join the STEM field.
Metrics 10
Goal: To increase awareness about the GE Balance
the Equation Campaign and GE Girls Club

Increase website traffic on GE Balance the Equation website by 25%

Increase website traffic on GE Girls Club website by 20%
Increase use of #BalanceTheEquation hashtag from the current
average of 4 times a month to 30 times a month
Double the use of the #CodeLikeAGirl hashtag to 120 times per month
Increase YouTube views for Balance The Equation and GE Girls Club
campaign videos by 350 views each month
Increase online news coverage of Balance the Equation to 6 news
articles per month
Increase online news coverage of GE Girls Club to 4 news articles per
month
Increase positive social media mentions for GE Girls Club to 15
mentions per month

Goal: To increase the number of women and young

girls entering STEM programs and applying
for STEM jobs

Increase number of women who apply for GE STEM

GE
positions 36% by 2020
Increase the number of students who visit the Balance
the Equation tour on wheels mobile RV to 150 visits
per campus per day
Increase the number of applicants and enrollment in
GE Girls Club Programs to 350 applicants every 6
months
 Goal: To inspire young women and girls to
have interests in STEM fields
11
Increase the number of YouTube views for GE’s Balance the
Equation commercials by 500 views
Increase GE Girls (@gegirlsteam) Instagram followers from 215 to
1,500 followers by 2020
Increase GE Girls (@gegirlsteam) Twitter followers from 228 to 1,800
followers by 2020
Increase GE Girls FIT (@GEGirlsFIT) Facebook followers by 25
followers each month
Increase GE Girls (@gegirlsteam) Instagram likes to 50 likes per post
Increase GE Girls (@gegirlsteam) Twitter likes to 25 likes per tweet
Increase GE Girls FIT (@GEGirlsFIT) Facebook likes to 15 likes per
post
Increase GE Girls FIT (@GEGirlsFIT) Facebook shares to 5 shares
per post
Increase GE Girls (@gegirlsteam) Twitter retweets to 5 retweets per
tweet
Increase the number of middle school and high school GE Girls Club
programs to 100 school clubs nationwide by 2020

Measurement Tools
Google Analytics

Google Analytics will allow us to monitor the number of

pageviews the GE Balance the Equation and GE Girls Club
websites receive. The program will also display the bounce
rate of the websites, under the behavior section. Both of
these tools are critical in making sure that more users are
not only visiting the websites but also staying on the website.
Google Analytics also has a feature to set a goal and monitor
the completion of this goal. One goal we can set is to see how
12
many people fully complete the application process on GE’s
website and the demographics of these applicants. While setting
up the goal, a funnel can be implemented to serve as the steps to
complete this goal. From here we can see where people drop off
through the application process and decide what changes, if any, need
to be made in order for more females to complete the application. This
feature will fully allow us to monitor the number of female applications
that GE receives for their open positions.

Google Analytics is the best tool to measure the above KPIs because it
provides a lot of information visually and is easy to understand. The
goals function is also perfect to measure the application process and
where people leave the process and who is completing the application. It
is also easy to integrate into any website and Google provides tutorials
about the tool.

Twitter Analytics

Twitter Analytics will provide us with a snapshot view of how many

followers the GE Girls account gains each month. It also measures the
number of mentions that the account receives. Under the Tweets tab,
the software lists the number of impressions, engagements, and the
engagement rate for each tweet. This information is critical because we
can analyze the tweets with the highest engagement rate and look for
the commonalities between them.
E
This tool is best for analyzing Twitter data because it
automatically connects to each Twitter account and
provides a lot of information quickly. It also provides the
information that we need to measure our KPIs for free..
Facebook Insights
13
The Facebook Insights tool exists for the owner of the Facebook
pages. Under the “Posts” section, we can easily see and compare the
number of engagements (both in terms of how many times people clicked
on the post and the number of reactions, comments, and shares) between
posts. Much like Twitter Analytics, this tool will allow us to see what posts
are more successful than others and we can analyze this information to
find common themes. Also, under the “Likes” sections, it provides a graph
of the net number of followers that the page has gained. It also will graph
whether the likes that the page received were paid likes or organic likes.
This information will be critical in monitoring how the GE Girls page is
doing in terms of Facebook likes.

Again like Twitter Analytics, this tool is free. It also visually displays the
information needed to measure our KPIs, so there is no need to
understand the data in order to see what the trends are.

Hashtracking

Hashtracking will allow us to monitor the two hashtags:

#BalanceTheEquation and #CodeLikeAGirl. The tool displays not only the
number of tweets that use the hashtags but also the number of
contributors to the conversation. The contributor’s section will even display
who is tweeting using the hashtags. This will give us an idea regarding the
demographics of the users of the hashtags. We can also use this tool to
measure the engagement (retweets and mentions of users
E
of the hashtags) of tweets with these hashtags and see
what other hashtags people are using. Finally, the tool will
illustrate the peak times of use for the hashtags. This tool
provides a well-rounded picture of the hashtags and allows
us to dive deep into the hashtags and see how we need to
modify posts based on who they should be targeted to and
what time of day they need to be posted.
Youtube Analytics 14
YouTube Analytics is necessary to monitor the views of our
advertisements online. The overview and traffic source features will allow
us to see how many people have viewed advertisements and how they
found the videos. The later of this information is important in determining
where these videos should be promoted in order to increase the number
of views. This tool provides the information needed to measure the KPI
and is easy to find and extremely visual to ease the analysis and
understanding of the data.

Google Alerts

Setting up a Google Alert for “GE Balance the Equation” and other key
terms will allow us to monitor news coverage and mentions in print and
online news articles. This email alert can be set to arrive at most once a
week, allowing us to monitor if press releases are picked up in one email.
Thus making it the best tool for monitoring news coverage because after
setting it up, the information will arrive in our inboxes for us to analyze.

Keyhole - Instagram Analytics

Keyhole allows users to monitor their follower growth on

Instagram. The tool presents a graph of follower data and
will deliver daily, monthly, and yearly reports regarding
follower activity, so it will be easy to monitor the number of
E
followers the GE Girls account has. Keyhole will also
analyze how follower data is impacted by posts and
interactions, so GE can analyze what strategies are working
well for gaining and keeping followers. The reports that
Keyhole automatically delivers make it the best tool for
monitoring the number of followers for GE Girls Instagram
account.
Activity Attendance
15
Finally, in order to measure if the events are successful (Balance
the Equation Tour on Wheels and the number of girls who join the
GE Girls Club) attendance will be taken. These numbers will help us
determine what events were popular and if there is a draw from certain
locations, specifically for the Tour on Wheels and the GE Girls Club. For
the Tour on Wheels, we will be able to estimate how many college
students will apply for STEM-related jobs, based on their attendance at
this event. Monitoring the number of girls in the GE Girls Club will allow us
to measure how many young girls stay interested in STEM over time and
their conversion rate for applying to STEM-related jobs. This information
will allow us to better target these events. Measuring the attendance is the
only way to measure the success of these KPIs.

Conclusion
At the end of the 10 months, GE should be able to determine if the “GE
Balance the Equation” campaign was effective in increasing awareness of
women in STEM, increasing the number of women entering and applying
for STEM jobs, and inspiring young women and girls to have interests in
STEM fields.

The success of the campaign will be indicated online by the number of

views on the GE Balance the Equation and GE Girls Club websites,
Facebook likes and shares, Twitter followers and retweets,
Instagram followers and likes, and YouTube GE commercial
E
views. Questions which will be important to focus in on after
data is collected for social media include: How many women
of different age demographics engaged with
#BalanceTheEquation and #CodeLikeAGirl hashtags? How
many times did people follow, like, share, or retweet content
from our social media accounts, and which social media
accounts created more engagement?
The campaign’s success will be further indicated by the
physical numbers surrounding enrollment in the GE Girls Club,
16
female interaction with the Balance the Equation Tour on Wheels,
and the number of women applying to jobs in the STEM field.
Questions which will be important to help us focus on data for direct
engagement include - How many colleges became partners with the Tour
on Wheels? How did the numbers of women applying for jobs in STEM
change over the course of the 10 months? How did the numbers of girls
joining the GE Girls Club change over the course of the 10 months?
These answers will show the effectiveness of the campaign in obtaining
its fixed goals.

Social media interaction numbers will track the spreading awareness of

the “GE Balance the Equation” campaign while the numbers of physical
interactions will monitor the campaign’s success in heightening long-term
engagement.

By collecting data bi-weekly, compiling monthly statistics, and then

comparing month-to-month statistics, we can specify what in our
campaign is working, and what should be altered. Throughout the
campaign, we will modify our tactics based on data feedback. From this,
our final statistics will show the growth of the campaign, in addition to the
effective execution of our goals.

E
Matrix 17

Key
Business Measurement
Performance Metrics
Goals Tools
Indicators

Increase Website traffic on GE Google Analytics Increase website traffic

awareness Balance the (pageviews and by 25%
about the Equation website bounce rate)
GE
Balance Website traffic on GE Google Analytics Increase website traffic
the Girls Club (pageviews and by 20%
Equation bounce rate)
campaign
and GE #BalanceTheEquatio Hashtracking Increase
Girls Club n and #BalanceTheEquation
#CodeLikeAGirl hashtag use to 30 times
hashtags a month and increase
#CodeLikeAGirl hashtag
use to 120 times a month

Advertisement views Youtube Analytics Increase advertisement

views by 350 views each
month

News coverage and Google Alerts for Increase news coverage

online news articles key phrases by 6 news articles per
month

Mentions on social Twitter Analytics, Increase social media

media Keyhole, and mentions by 15 times per
Facebook Insights month
 18

Key
Business Measurement
Performance Metrics
Goals Tools
Indicators

Increase Monitor the Google Analytics Increase the number

the number of women (Goal and Funnel of women who apply
number of that apply for GE tools) for GE STEM
women STEM jobs positions 36% by
and young 2020
girls
entering Number of people Event attendance Increase number of
STEM who visit the people who visit tour
programs Balance the on wheels to 150
and Equation tour on visits per campus per
applying wheels on college day
for STEM campuses
jobs
Measure number Sign-Ups counted Increase number of
of applicants and from the GE Girls applicants by 350
enrollment for GE website applicants every 6
Girls Club months
 19
Key
Business Measurement
Performance Metrics
Goals Tools
Indicators

Inspire Advertisement YouTube Analytics Increase YouTube

young views advertisement views by
women 500 views
and girls
to have Followers on GE Twitter Analytics, Increase Instagram
interests in Girls social media Keyhole, and followers from 215 to
STEM Facebook Insights 1,500 followers and
fields Twitter followers from
228 to 1,800 followers by
2020, and increase
Facebook followers by 25
followers each month

Likes on GE Girls Twitter Analytics, Increase Instagram likes

social media Keyhole, and to 50 per post, Twitter
Facebook Insights likes to 25 per tweet, and
Facebook likes to 15 per
post

Shares on GE Facebook Insights Increase Facebook

Girls social media shares to 5 per post

Retweets on GE Twitter Analytics Increase Twitter retweets

Girls social media to 5 per tweet

GE Girls Club Count GE Girls Increase GE Girls Club

programs Club program sign- programs to 100 school
ups generated clubs nationwide
from GE website