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Jun 11th 2014

Where Are the Women?

With an incredible roster of female talent, AOL is committed to cultivating future women leaders in a notoriously male-dominated industry. We do this at scale, through initiatives like "Women in Tech" panels with the NY Department of Education to offering pro bono media for women's causes and MAKERS, a brand that celebrates the achievements of today's women and inspires the next generation.

Recently the third annual S.H.E. Summit highlighted the topic of women in male-dominated industries. Maureen Sullivan, President of AOL.com and Lifestyle Brands moderated a panel "Where are the Women? A Look at Industries: Sports, Tech, Media & Beyond" featuring bold speakers who are breaking barriers: Evy Poumpouras, Security and Investigative National News Contributor - former Secret Service Special Agent, Simona de Silvestro, Race Car Driver for Sauber Formula 1 Team, and Justine Aitel, Head of Cyber Risk at Dow Jones.

Watch the full discussion here. Key themes touched on during the panel included the need for role models for girls in these industries, stereotypes that women face, and the importance of women supporting each other along the way. These topics sparked Twitter chatter in real-time, with a few memorable quotes going viral:

  • "I realized I need to do more than my job in this industry. I have to do what I can to make it more accessible for women." - Justine
  • "Instead of demanding respect, I command respect through my actions." - Evy
  • "I always wanted to be the person who was good at what I do. That's how I get respect." - Simona

To close the panel Maureen gave attendees a sneak peek into the six new MAKERS documentaries which will debut on PBS September 23rd. Next up, AOL will host a panel on Women in Creativity at Cannes next week.

Aug 28th 2013

AOL ANNOUNCES 200th MAKER

One of AOL's proudest achievements is launching MAKERS.com: the multiplatform video initiative that recognizes the pioneering contributions by women over the last 50 years – both known and unknown – from trailblazing women of today and tomorrow.

This week marked a milestone, as Lisa Leslie was released as the 200th MAKER. The Olympic gold medalist, three-time WNBA MVP and co-owner of the Los Angeles Sparks joined other groundbreakers that have initiated change, been firsts-in-their-fields and paved the way for those who followed. Now on MAKERS.com, Leslie's 16 short-form videos offer intimate accounts of her journey from a six-foot seventh grade basketball player, how she changed the game of women's professional basketball as the first female to dunk the ball, and how she overcame the challenges of competing in a male-dominated sport. Leslie's stories will be part of the online living library that highlights a new generation of women who are driving social change today.

The premiere of Leslie's video coincided with Women's Equality Day on August 26 – the date when the 19th Amendment officially granted American women the right to vote in 1920. To mark this occasion, MAKERS has showcased key moments in women's history – from Carol Burnett becoming the first woman variety TV show host to Nancy Pelosi becoming the first female Speaker of the House in US history – in this infographic.

MAKERS is also asking people everywhere a question: Why do women's stories need to be told? Print the MAKERS PDF, write in your answer, and post a picture of you with your answer to the Facebook page with your name, age, and where you're from, or share it on Twitter with hashtag #200MAKERS.
For updates and the latest news from AOL, follow @AOLPR on Twitter.

Jan 15th 2013

"MAKERS: Women in America" Red Carpet Giveaway

What do Oprah Winfrey, Gloria Steinem, Katie Couric, Marlo Thomas and Hillary Clinton have in common? They are all a part of the new documentary, MAKERS: Women in America! MAKERS, developed by AOL, along with Simple Facial Skincare and PBS will premiere this documentary at Alice Tully Hall in the Lincoln Center on February 6th.

The film tells the remarkable story of women asserting their rights to a full and fair share of political power, economic opportunity and personal autonomy. It features first-person, intimate accounts of women who were a part of the revolution, including movement leaders, opponents, celebrities and the many "ordinary" women confronted with what equality meant in their own lives.

We are giving away two tickets to the star-studded documentary premiere! The winners will have the opportunity to join us on the red carpet in New York and rub elbows with Katie Couric, Marlo Thomas, Gloria Steinem and more amazing MAKERS. We're even covering travel and accommodations for our winners!

To enter, fill out the short form at MAKERS.com/RedCarpet by 11:59 PM ET on January 25, 2013. Together, we will celebrate trailblazing women in America and inspire the next generation of MAKERS women!

Nov 13th 2012

After a Nationwide Search Resulting in Over 1,200 Entries, We Are Proud to Announce the Six Next MAKERS

In partnership with Simple, Unilever's new facial skincare brand, AOL is honored to reveal the winners of the nationwide search for extraordinary women driving positive change in their communities.

Recognized as Next MAKERS for their leadership, vision, courage and ingenuity, Colonel Jill Chambers, Olivia Joy Stinson, Anna Rodriguez, Reshma Saujani, Emily May and Lydia Cincore-Templeton, will join our prestigious group of women on MAKERS.com.

The MAKERS community is inspired by the remarkable and heartfelt nominations that poured in, recognizing exceptional women across the country. We're privileged to bring to life the incredible stories of these Next MAKERS that will inspire the next generation of trailblazers. As a Next MAKER, each of these remarkable women will tell her unique story in a video on MAKERS.com and be awarded a $10,000 grant from Simple to continue pursuing the groundbreaking work in her community.

Stay tuned for videos, captured by Dyllan McGee and our filmmaking team, that will debut on MAKERS.com beginning December 17, 2012.
About the Next MAKERS:

  • Colonel Jill Chambers, Washington DC: Leading advocate for the military's new nationwide strategy to address Post Traumatic Stress Disorder
  • Olivia Joy Stinson, North Carolina: Founder of PEN Pals Book Club and Support Group for Children of Incarcerated Parents, a non-profit organization that she created at the age of 14
  • Anna Rodriguez, Florida: Founder of the Florida Coalition Against Human Trafficking
  • Reshma Saujani, New York: Founder and CEO of Girls Who Code, a non-profit that empowers students from low-income communities to use technology to become entrepreneurs
  • Emily May, New York: Founder and CEO of Hollaback, a non-profit that harnesses the power of information technology to combat street harassment
  • Lydia Cincore-Templeton, Los Angeles: CEO of Children Youth and Family Collaborative in Los Angeles, an organization devoted to improving the academic performance of foster youth
Read more about the launch of Next MAKERS here.

Oct 24th 2012

New Research from AOL Advertising: "The 7 Mom Archetypes Online"

We're excited to share with you some of our latest consumer insights from an AOL proprietary research study - this time it's all about Moms! (and for purposes of this study, we give them the capital M they deserve!)

Moms are consuming and sharing content online at exciting rates. Did you know that Moms are online every day and spend nearly 1 ½ hours each day with content?* And, did you know at AOL, over 73% of our Moms are sharing online content every month?** Knowing what busy lives Moms lead, this is a considerable amount of time for them to spend with digital content.
So, what content are Moms sharing and consuming online?

As marketers and publishers, we tend to have a very traditional view of Moms. Armed with this traditional view, there is a tendency to think that the content that matters most to Moms is primarily parenting content.

At AOL, we know that she is more than a mother. Moms play many roles in their lives, in addition to the role of parent. We felt that by learning more about their needs and motivations - both as Moms and as Women – it would lead us to a deeper understanding of the online content they value. And it would be this understanding that, in turn, would help AOL and our advertising partners program SMARTER for Moms.

What we uncovered through our research was truly exciting. We learned there are 7 distinct archetypes of Moms online. All of them have unique personalities, priorities, passion areas, and most importantly, content needs.

After months of researching and analyzing, here is the list we have compiled of the 7 Mom Archetypes online:

1. Social Expressionista: Community-oriented, this Mom relies heavily on her social networks to express her views, fuel her creativity, and share her latest projects.
2. Alpha Trendsetter: The "IT" Mom all the other Moms look up to. She is a fashion trendsetter, a leader, and an influencer. But, this Mom understands she can always be better so she looks to educate herself with the latest information on everything.
3. Shopsessive: She may be a bit of a know-it-all but she actively shares and spreads her expert knowledge with everyone around her. This Mom is tapped into ALL the latest products.
4. Business-wired: Classic and sophisticated, she balances her life as a businesswoman and a Mom. She's online for work and to stay connected to home. She goes offline when she is with her family.
5. Mom-centric: Being a Mom means everything to her. She strives to be the best Mom she can be. Everything she does, she does with her kids in mind.
6. Intelligentle: Simple, practical and informed describes this Mom best. Actively contributes to bettering the environment for her & her family.
7. Spiritual Provider: She takes pride in providing for her family. She is a traditional and spiritual Mom. Sometimes she's so focused on being a good provider, she forgets about herself.
I had the great pleasure of unveiling the 7 Mom Archetypes and their unique digital content needs at the 8th annual Marketing to Moms Conference this week in Chicago, IL. AOL was proud to be a speaker and an associate sponsor of this year's event. In addition to outlining the 7 Mom Archetypes, we offered marketers three key strategies that they can execute in order to deliver content that is more meaningfully suited to each of these Moms. You can download the presentation here.

We took our rich learning around Moms' content needs and applied it not only to our programming approach within our Women's Lifestyle brands - such as StyleList and Homesessive - but also to our advertising solutions.

We are proud to announce that we have a brand new advanced targeting advertising solution - the first of its kind at AOL. This targeting solution goes beyond demographic targeting and enables advertisers to target these unique and distinct 7 Mom Archetypes based on their psychographic mindsets.

AOL has been connecting with Women and Moms throughout our 27-year history. This history is built upon a rich foundation of insights and a deep desire for learning more about our consumers.

In 2011, we partnered with Bovitz Inc. to conduct a quantitative and qualitative research study of Women. In this study, we surveyed over 6,000 Women online and followed up with a portion of them through a series of in-depth interviews. Following the success of the Women's segmentation, we further mined this robust research to extract the most relevant and compelling insights around Moms.

We hope that this unique learning will benefit our advertisers as well as the 45 million Moms* that visit our AOL brands each month.

To download this study in PDF form, click here. To learn more about AOL's Advertising products and solutions, visit http://advertising.aol.com/.


*Source: comScore Inc., Q3 2012
**Source: AOL Women's Segment A&U Survey, August 2011

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