Her Code Report Olsf

her code
Engendering Change in the Silicon Valley

Orange Labs San Francisco

editorial
The dearth of women in technology-related fields has been an enduring challenge. One
traditionally explored via predictable frameworks - educational, governmental, and cultural. Less
considered, and for some reason less obvious, is the technological dimension. We began our
research into the under-representation of women in the Sciences, Technology, Engineering,
Math (STEM) fields with these frameworks. Guided by a historical perspective, enriched by
interviews with high-profile women executives and journalists in tech, supplemented by interviews
with young girls, and complemented by literature review and secondary research, we came to
a surprising path of inquiry. What role does technology itself play in the evolution of women’s
career trajectories in the tech field?
The genesis of our inquiry into “women in tech” began in 2009, but it had in fact been building
for a long time before that. Orange Labs San Francisco (OLSF) researchers and managers had
been seeing more and more activity in the Silicon Valley ecosystem being headed up by women.
Activity in the broadest sense: events, startups, influential blogs, and keynote presentations at
major conferences by venture capitalists, CIOs and CTOs at companies like Cisco and Adobe, Sun
and Agilent. A core group met to discuss what would be involved in a focused study examining
the history, current status, and future of women in the cradle of high-tech, Silicon Valley.
The phrase “women in tech” has many facets to it. Our research team has taken a broad
interpretation of the phrase, and offset this with a strong focus on Silicon Valley, where the
Orange Labs San Francisco facility regularly hosts interactions with the ecosystem, as well as
maintains an active schedule of attending external events and engaging with the Silicon Valley
tech community. Indeed, the growing number of networking events designed around the “women
in tech” theme in this area was one impetus for conducting the study. The broad definition of
“women in tech” encompasses over 30 years of activity in multiple disciplines including Academia/
Education, Engineering, Product/Industrial Design, Marketing, Management/Finance.
The primary mission of Orange Labs SF is to extract and interact with the Silicon Valley
ecosystem in order to drive innovation that benefits and aligns with FTGroup’s strategic
objectives. The findings of this research has wide-reaching implications for the FTGroup, from an
organizational human resource perspective to strategic product development considerations.
What does it mean for a company to encourage a more diversified workforce not just by gender
but by generation as well? Furthermore, how does product design and development impact
girl’s and women’s use of technology itself? We discovered that not only was it necessary to add
a technological dimension to the under representation of women in tech but it was even more
critical to go beyond that. We realized, given what we had been seeing in Silicon Valley, that it
was the convergence of the technological, the generational, the social that needed to be more
clearly understood and explored. Through graphs, quotes, statistics, historical data, analysis,
this magazine illustrates the evolution of this convergence and articulates just what it means to
be a “woman in tech” today and tomorrow.

Pascale Diaine Natalie Quizon
Evangelist User Experience and Design Lead
Orange Labs San Francisco Orange Labs San Francisco

Pascale Diaine doing field work for the report
at the SD Forum Teens in Tech conference.

table of contents
02 miss-ing or 12 pitch, connect innovate
miss-understood? with style
04 it all started in 1842 16 little miss cs-shine
06 yes she can 18 engendering change
08 3(G)enerations 20 Orange Labs gets involved

miss-ing or
miss-understood?
miss-ing

11.8%
of Computer Science
bachelors degrees are
awarded to women.

25% 8.5%
of proprietary software of Silicon Valley
developers are female. companies have a
female board director.

4.3% 2%
of venture-funded
companies are run of Open Source
by women. developers are female.
Sources for this page:
http://www.cra.org/info/taulbee/women.html
http://www.computerworld.com/action/article.do?command=viewArticleBasicarticleId=103777
http://www.spencerstuart.com/about/media/53/http://www.cra.org/info/taulbee/women.html
http://www.siliconvalley.com/vcsurvey/ci_5873541

miss-understood

70% of girls aged 15-17 have a
profile on a social network.

of web users aged 12-17: Facebook's fastest growing seg-

75% 175%
ment is women over 55 years, up

more girls blog
since September 2008.
than boys.

45% 56%
more girls create web of Facebook's 200
pages than boys million users are female

Sources for this page:
http://www.insidefacebook.com/2009/02/02/fastest-growing-demographic-on-facebook-women-over-55
http://www.nytimes.com/2008/02/21/fashion/21webgirls.html (data from Pew study mention in rpt)

it all started in 1842
1846
ADA LOVELACE, the daughter of English poet Lord
Byron, is widely credited with creating the FIRST 1959 1972
COMPUTER PROGRAMS for a then still-hypothetical GRACE HOPPER KAREN SPARCK JONES published
computer, Charles Babbage's Analytical Engine. In a created the FIRST the concept of INVERSE DOCUMENT
monograph about Babbage's idea for an ‘Analytical COMPILER FOR THE FREQUENCY which serves as
Engine,’ Ada adde ideas on how to use the machine HARVARD MARK 1. She the cornerstone for most search
for calculating sequences of Bernoulli numbers – the specified the world’s first engines to this day. Most of us
first program. In 2009, International Ada Lovelace programming language, incorrectly associate two Stanford
Day was held to elicit thousands of posts from COBOL, in 1959, formally drop-outs who went on to start
women all over the world about their role in tech. standardized a decade a company called Google as the
later in 1968. defining moment in search.

1940 1968
ENIAC is generally recognized BARBARA LISKOV
as one of the world's first became the first woman
programmable computers. in the US to receive a PHD
The first six ‘programmers’ for DEGREE IN COMPUTER
ENIAC were all women. This SCIENCE (CS) , in the
team was taught by ADELE cradle of many computer-
GOLDSTINE, who authored related innovations to
the industry’s first user manual, come in Silicon Valley,
ENIAC’S OPERATORS MANUAL. Stanford University.

1999
MARISSA MAYER spurns high-
paying consulting gigs to join
small startup Google as their first
female engineer; today she serves
as a VICE PRESIDENT.
1988
EVA CHEN CO-FOUNDED
2009
TRENDMICRO. Today it is a
CAROL BARTZ becomes
multi-billion dollar security
CEO OF YAHOO! In 1992,
software firm.
computer-aided design firm
Autodesk brought in Bartz
1982 (at the time a high-powered
PADMASREE WARRIOR Sun executive) to help grow
started as an engineer 1998 the company. Over the next
at Motorola in 1982 and MEG WHITMAN joins EBAY decade Bartz transformed
today serves as the AS PRESIDENT. Under her Autodesk into a diversified
CTO FOR CISCO – a watch, eBay goes public tech powerhouse that grew
company co-founded by and delivers 40 consecutive by a factor of 10 during
another woman! quarters of revenue growth. her tenure.

1984 1989 1999
SANDY LERNER and ANN WINBLAD (after founding CARLY FIORINA becomes CEO OF
Len Bosack, two Stanford a successful software company HEwLETT-PACKARD, where she is instru-
University IT engineers, with $500 in 1976 and selling mental in executing the merger with Compaq.
started CISCO SYSTEMS it six years later for $15 million)
in their living room. co-founded, with John Hummer,
the first venture capital firm in
Silicon Valley focused exclusively
on software companies. Her firm
launched some of the very first
tech IPOs in the industry.

2004 2004
GINA BIANCHINI CO-FOUNDS CATERINA FAKE
social networking site NING, which CO-FOUNDS popular
has raised over $100 million in photo-sharing site
funding while boasting in excess of FLICKR, which is sold
1,000,000 custom social networks to Yahoo! one year
and millions of unique visitors. later for $35 million.

OlDer SiSter cOcktail WaitreSS MOtHer
MajOrette cOMPuter ScieNtiSt BreaSt caNcer SurvivOr
HOMecOMiNg QueeN FOOD Server garDeNer
cHeerleaDer StuDeNt BOarDMeMBer
geek WiFe vOluNteer
Secretary SySteMS aNalySt vice-PreSiDeNt
BaNk teller SaleSPerSON ceO *

Yes she can!
from simultaneity “ For many women, building a career,
to longevity
partnering, and raising a family are
work-Life Balance does not only
vary woman-to-woman but
not simultaneous life events.” **

generation-to-generation. By
accepting the diversity of lives of staged realities
career women in tech, we can start
to imagine small acts of balancing
women at the mid-level of their tech delayed having children at the rate
in everyday life rather than an all
careers are most vulnerable to work- almost double that of their male
encompassing “Balancing Act”
family issues. The mid-level stage of counterparts and have foregone
fit for all women. For companies
women who work in the technology having children at an even higher
this means managing a workforce
sector also coincides with the time rate of almost triple that of men.
of three generations of women at
when the greatest proportion of The Household Characteristics’
different life stages and different
them would be considering having chart clearly shows the disparity
expectations about what balance
children. Highlighting the gendered in household and childcare
really means. It is in the mid-stage
realities of work, a 2008 report from responsibilities that influence
of life that many women and
Stanford University and The Anita women’s decisions about being
companies feel this need for balance
Borg Institute found that, amongst a parent.
most acutely. For many successful
mid-level technical workers, women
tech women, like Carol Bartz and
Padmasree warrior, the key is a
long-term view of their careers.
Instead of balancing for simultaneity
(having it all, all at once) they instead
strive for longevity in having both Padmasree Warrior, CTO of Cisco, has
,000 followers on Twitter. Adept
a successful career and a healthy at using Social Media, Warrior tweets
personal life. about her long overdue vacation.

* All of these roles and job titles refer to Carol Bartz at some point in her life.
** www.stanford.edu/group/gender/ResearchPrograms/TopTech/Climbing_the_Technical_Ladder.pdf
*** http://www.more.com/work-money/work/the-world-according-to-carol-bartz

“ they think, ‘i’m one x one

going to cook a According to Bartz, these pressures doing it well, instead of trying
often manifest themselves in the to juggle too many things at
great breakfast, form of useless guilt. In fact, she once. For Padmasree warrior,

wash up the dishes has said on numerous occasions CTO of Cisco this means a
that work/life balance is “myth” compartmentalized life which
before i leave, take and is counterproductive. In an involves long weekly commutes
interview with More magazine, between Silicon Valley and her
the kids to school, Bartz condemned the “myth of the home in Chicago where her

call my college balanced life . . . women put all
this crap on themselves,” she says.
husband and son live. while at
work she focuses on work and
roommate on my Believing that daily balance is an while at home it’s all about her
impossible thing to achieve, she family. Now if she could only
advocates a more long-term view squeeze more vacation time
and proposes that women focus somewhere in between!
on doing one thing at a time and

household characteristics of partnered mid-level
technical workers, by gender
90 %

women men
way in to work,
80
79.3

be a ceO all day, 70

volunteer on the 60

way home, do a 50 50.8

little exercising, 40
37.9

cook a wonderful 30
33.5

dinner, help with 20
19

homework, have 10
13
8.8

sex’ . . . i don’t 0
6.1

think so.” *** partner works partner works partner not partner has primary
full-time part-time employed responsibility for
household /children

— Carol Bartz Source for above chart:
www.stanford.edu/group/gender/ResearchPrograms/TopTech/Climbing_the_Technical_Ladder.pdf

3(g)enerations

3G
amplified individuals + the emotional web

From the RD Lab to the office floor to the boardroom, Baby
Boomers, Gen X, and Gen Y are now converging and working
together everyday. Baby Boomers represent Americans who
were born between 1946 – 1964. Marked by the birth boom
after World War II, most of the boomers grew up during the
counterculture of the 1960s. Close to 80 million strong,
Baby Boomers constitute the largest segment of the American

population. Gen X, relative to the Baby Boomers, is a form of communication for many young people. while
much smaller but highly educated group. Gen X were younger people dominate the web, with Gen Y and Gen
born to Baby Boomers during 1965- 1976. They also X constituting more than half of the internet population,
represent a very diverse group in which Hispanics, Baby Boomers are increasingly online and making their
African American, Asians and other minorities constitute presence felt.
38% of this particular demographic.[i] Gen Y were born Baby Boomers look at the internet from a utilitarian
between 1977 – 1995 and include a particular cohort point of view and not so much as an instrument for
often referred to as Millenials who were born between socializing or a medium for entertainment. They approach
1980 – 1995. Gen Z are the youngest generation and it more as a tool for emailing, making purchases or
include those born after 1995 and include many of information searches. Not surprisingly, they use the
the teenagers today. internet to search for health information with greater
According to the Pew Internet American Life frequency than younger generations like Gen Y Z.
Project, email represents the most popular online activity, In contrast to Baby Boomers, Gen Y and Gen Z flock
particularly amongst older internet users. On the other to the internet for its social and entertainment value. with
end of the spectrum, social networks, blogging, instant a plethora of entertainment options, teenagers and young
messaging, and now microblogging, in the form of adults find myriad ways to amuse themselves via online
services like Twitter, are gaining popularity as the default games, virtual worlds, and online videos and music.

generations explained

geNeratiON NaMe BirtH yearS, ageS 2009 % OF tOtal % OF iNterNet-
aDult POPulatiON uSiNg POPulatiON

GenY (Millennials) b. 1977-1990, 18-32 yrs 26% 30%

GenX b. 1965-1976, 33-44 yrs 20% 23%

Younger Boomers b. 1955-1964, 45-54 yrs 20% 22%

Older Boomers b. 1946-1954, 55-63 yrs 13% 13%

Silent Generation b. 1937-1945, 64-72 yrs 9% 7%

G.I. Generation b. -1936, 73+ yrs 9% 4%

Source for above chart: Pew Internet American Life Project December 2008 survey. N=2,253 adults, and margin of error is +/-2%. N=users, and margin of error is +/-3%. All generation
labels used in this report, with the exception of Younger - and Older - Boomers, are the names conventionalized by book, Generations: Strauss, william Howe, Neil. Generations:
The History of America's Future, 1584 to 2069 (Perennial, 1992). As for Older Boomers, enough research has been done to suggest that the two decades of Baby Boomers are different
enough to merit being distinct generational groups.
Note: There are varying opinions (ranging between 1990-1995) as to when Gen Y ends and Gen Z begins.

3G 3(G)enerations converging
amplifying the emotional web

engendering change

In Silicon Valley, three generations of women have revealed a significant increase in the use of Social
contributed to the evolution of the Internet. The Boomer Technologies with 75% of Internet adult users actively
women helped to invent the basic technical bricks behind using them, compared to 56% a year earlier. For the
today’s Internet, and focus on core utilities such as email. most part, this incredible growth has been fueled by the
The GenX women of Silicon Valley co-created the world participation of women. As of February 2009, women are
wide web and connected it to the world we all live, the majority in every age group category on Facebook.
work, shop and play in, by using Internet e-commerce The segment of women over 55 are growing at the
and entertainment applications. The GenY women of fastest rate, up 175% during the period Sept08-Feb09.
Silicon Valley can be seen everywhere on the new forms Overall, the Facebook audience is comprised of 56%
of social media, which they use to amplify their voice and women. The trend of women dominating social network
collectively build a new layer of public and transparent applications has been well-documented. Perhaps the
emotion on the top of the contributions of the preceding most high-profile service in the social media space at the
generations. moment is Twitter, a short-messaging system that allows
while striking differences can still be found amongst users to broadcast messages less than 140 characters,
the generations of internet users, one pattern is clearly “tweets,” via their mobile phone or computer. Most Twitter
emerging. More and more people are participating in users are female and young adults.
social media. In a recent report, Forrester Research

make, connect amplify

A clear parallel exists in the trajectory of the web and executives and founders in this stage of the web
the women who work in the technology field. In it’s (which encompasses the Dot.com bubble) is that of the
early stages, the Internet was about information and Connector. GenXers as Connectors keenly understand
the retrieval of data. This era of the Informational web, the utility of social media and social networks to the
witnessed the emergence of companies like Yahoo that consumers they deliver products to.
focused on search in its early form. The paradigmatic Today, in its third stage, the Emotional web is
representation of women in Silicon Valley who contributed marked by a highly expressive state, where emotions,
to this phase is that of the Maker. Here we find women status, opinions, and experiences are amplified via their
who used their engineering degrees to invent the basic distribution and augmentation by social media tools. The
building blocks that would lead to today’s web. paradigm for women and girls in tech here is that of the
The second stage of the Internet, the Relational Amplifier. Today, creative GenY engineers are pushing the
web, was characterized by its focus on people. Early envelope of what social networks can do to amplify each
versions of social networks like Friendster, Match.com, member’s status, contributions, and emotions. In this
MySpace are representative of the drive to connect they are helped by a fast-growing wave of users on the
with others. The corresponding paradigm for women Emotional web, the strong majority of which are female.

Sources for this spread:
http://www.forrester.com/Research/Document/Excerpt/0,7211,44907,00.html
http://www.insidefacebook.com/2009/02/02/fastest-growing-demographic-on-facebook-women-over-55/

0

emotional development

while the open and social characteristics of the evolving moment in technological history where emotions and
Internet are creating pathways for girls and young women moods are constantly measured, broadcasted, and
to gain more skills in programming, generate visibility even estimated. Companies are continually on a quest
as content creators, and obtain access to peers, role to push technology to its limits and suggest movies that
models, and mentors, it’s the Internet’s evolution, focused might meet our very mood at that exact moment, deliver
on “the moment” and capturing fleeting feelings, that ads that we would love in one particular context, or even
might very well solidify the impact of women in emergent present images that might resonate with us at that time,
technologies as they become more focused on real-time however fleeting.
expression. The shift from the Relational web to the Emotional
Look at any number of social media tools today web finds its most poignant instantiations in the
and you will see that almost all of them solicit some sort applications built on top of social media themselves. Take
of expressive input from the user. From Twitter asking for example Twitsori which aggregates feelings expressed
“what are you doing?” to Facebook’s “what’s on your on Twitter and “presents a stream of consciousness view
mind?” Similarly, video recommendation engines attempt of the Twitter emotional landscape.” Or the Facebook
to tap into people’s moods to deliver video content app HappyFactor. It aims to give “you the tools to learn
suggestions. For example, Clerkdogs’ call to action is what uniquely makes you happy. By keeping track of
“Start with a movie you love.” what you do and how happy you feel, you can have
In a world where technology enables anything, more happiness more often.” Twistori aggregates
anywhere, anytime, and anyway, then appropriateness feelings expressed on Twitter and “presents a stream of
will be key. So it is not surprising that we are now at a consciousness view of the Twitter emotional landscape.”

3 generations converging

Th E C O N V E R G E N C E O F 3 G E N E R A T I O N S

the amplifiers the emotional web
Gen Y
Facebook Digg
Women 2.0 Girls Tech
Twitter Meebo

the connectors the relational web
Gen X
Google YouTube
VOX Flickr
Ning Match.com

the makers the informational web
the Boomers
Cisco
Sun

1980 2010

PITCH
CONNECT
INNOVATE
with style
Silicon Valley initiatives that
bring change

women 2.0

women 2.0 co-founded by
Shaherose Charania in April 2006
is committed to increasing the
number of women entrepreneurs by
providing the resources, network,
and knowledge for the launch and
Silicon Valley is famous for its endless and growth of their company.
They put together networking
“always on” networking activity, but most of events and conferences throughout
the year like Jumpstart Your Startup
the time the male-female ratio is incredibly low. workshop series helping women

Nobody really knows why there aren’t more bringing their business idea to reality.
They are trying to be a catalyst
women in the local tech industry but whatever for change, mobilizing a global

the reason some individuals have decided to
change that.
Networking events specifically targeting
women have recently become more popular
and women are encouraged to break the
stereotype of the geek with thick glasses and
a pocket protector. Several organizations
are trying to promote women in technology,
encourage them to join the world of
community of ambitious women
entrepreneurship and provide a support entrepreneurs seeking to advance
the world through technology. Part
network to build the confidence needed to of the workhop series was the
“Napkin Business Challenge” were
follow through in a tech career. participants were asked to submit
their innovative business idea on a
7X7 inches napkin.
The third-annual women 2.0
Pitch 2009 took place on May
7th 2009. A selection of female
entrepreneurs was invited to pitch
to a live audience and a judging
panel including distinguished start
Upper Right
Napkin from the Women .0 up CEOs, bloggers, investors and
Napkin Business Challenge. corporate executives.

“ it is important to embrace femininity,
to embrace girliness. too many women
think they need to be more like men
to succeed.”

girls in tech she's geeky

Girls in Tech hopes to bring more She's Geeky is an (un)-conference
women into the tech industry also targeting the female tech
through networking, roundtables, market. with five instances since the
and entrepreneurial workshops. And first event in October 2007, She’s
only women are invited. Geeky gathers the diverse range
“when women get together we of women who identify as “geeky”
can connect on a deeper level than with the opportunity to spend time
if men are around,” says Adriana together and learn from one another.
Gascoigne, founder of Girls in “when we called the first
Tech. “It helps to build confidence conference in the summer of
and it helps to create stronger 2007, there was a lot of con-
relationships.” A lot of women in tech versation about the role of women
tend to try to blend in, they dress in the industry and the lack of
in a similar manner to the men, and acknowledgment and paths for
they behave in a similar way but this advancement, particularly outside
is a mistake she says. the formal corporate sector in web
“It is important to embrace 2.0 and Open Source. we wanted Wall agenda at the She's Geeky
conference in Mountain View in
femininity, to embrace girliness,” to create a safe (women only) space January 00.
says Adriana. “Too many women to talk about the issues, strategize
think they need to be more like around cultural change, and if Sessions titled “Getting more
men to succeed.” needed find personal support,” says women involved in the Mozilla and
Kalya, the organizer wall Agenda at Open Source community,” “How
the She’s Geeky conference. to ask for help without sounding
She’s Geeky is built on the desperate” or “women: Leadership,
“un-conference” format: open to Role Models, Mentors” took place at
everybody and without a formal the She’s Geeky conference in the
agenda but rather a wall agenda Bay Area in January 09.
with ad hoc sessions. Participants She’s Geeky celebrates any
become the speaker, moderator or women interested in technology:
facilitator of a session by posting a developer, designer, user experience
description of the topic they want expert or architect. Other initiatives
to address. take a more specific approach.

Existing Communities

SD forum role models and informal mentoring
starting early – growing the pool social media
of future women engnineers Mentoring is key when it comes to
As Shaherose Charania points out giving girls guidance and cultivating
SDForum is a Silicon Valley not-for- in her interview with OLSF, there self confidence in the tech world.
profit organization gathering 12,000 are not many successful innovative Initiatives like the Society of women
software professionals annually and successful women in the Tech Engineers are trying to initiate
through more than 20 events each media: “Growing up my role models and organize mentoring cross
month covering topics from digital were Steve Jobs and Bill Gates, generationally. However, Clara Shih,
media to cloud computing. SDForum there were not any women I could writer of the Facebook Era and
has a Tech women’s Program identify myself to.” VC Tim Draper rising employee at Salesforce.com,
offering developmental activities and Dave McClure both agree that mentioned in her interview with
focused on empowering women in female role models are needed in OLSF that the best mentors she
technology and encouraging girls the tech industry, making it easier had were informal. when you try to
to pursue education in science, for girls to identify themselves allocate mentors to mentorees, the
technology, engineering or math with women, and understand their chemistry or personality compatibility
(STEM) that will prepare them for a successes and day-to-day life. may not be there. Frances Allen,
broad range of career opportunities. “Doing postings on Facebook, math teacher, computer scientist
A Tech Challenge is organized Tweeting about it or posting videos and first women to be named IBM
every year, open to kids in grades on YouTube that are accessible to Fellow, Honoree at the 32nd Annual
5-12 signing up in one of the 3 everybody. That is the best thing you Exploratorium Awards Dinner Honors
divisions (Elementary School, Middle can do with social media to create “women in Science,” explained that
School or High School) to build role models and have access to when she was a teacher, she would
a solution to a design challenge. information” concludes Shaherose. hang out in the cafeteria and sit
Northrop NGC along with HP down with the students who looked
employees Jennie Hou and Susan like they had a bad day, and ask
Kelleher play an active part in them how she could help. Marissa
sponsoring and helping Sunnyvale Mayer, also Honoree at the women
Middle School girls to put teams in Science Dinner, recognized her
together. This a great hands-on programming professor as one of
learning experience where girls apply her mentors. He would organize
math, science and creativity, the long coding contests and invite the best
term goal being to grow the pool of participants to a BBQ at his place.
women engineers.

LITTLE MISS CS-Shine
geNZ + SOcial cONteNt

At the critical ages of 12-16, traditional educational institutions are not
supporting girls with an interest in science. Recent studies by the Pew Trust
as well as the MacArthur Foundation strongly suggest that the importance of
social media to future technology careers for women might very well provide
more utility than traditional educational channels. Statistics from the Pew

“ reach out to young women Internet American Life project also support the idea that young girls use of
social media just maybe the salvation from the maddening dearth of women in
and give them confidence in STEM (science, technology, engineering, and math) fields.
In fact, when we look at the statistical data, we find that the vibrant
an area like technology by leadership in the adoption of social media by the next generation of women
holding coding contests.” reverses the long-standing under-representation of women in tech. This
strong engagement in social media itself might very well be generative not
— Sarah Lacy Columnist just of crucial mentoring and support but also of the critical coding and
Business Week and techcrunch.com programming skills young girls need to have in technical careers. The Pew
study found that older teen girls are still far more likely to blog when compared
with older boys (38% vs. 18%), but younger girl bloggers have grown at such
a fast clip that they are now outpacing even the older boys (32% of girls ages
“ With technology being so 12-14 blog vs. 18% of boys ages 15-17).

pervasive in our lives, young Highly skilled in the art of weaving stories and fostering social connections,
teenage girls have embraced the internet and transferred these skills to social
girls are using Facebook, media at a time when the technology itself is going through radical changes,
allowing content to be treated programmatically and shared as objects. In this
twitter, and peer-based learning model, the exciting convergence of the social web with
google. i’d content generation tools has enabled GenY Z girls to help other girls make
the leap from content-creation to coding at the same time the concept of
like to think ‘coding’ is evolving.
that will As girls increasingly utilize software platforms like Alice.org and Ning, and
new open-source social media tools, to express themselves, connect with
ultimately friends, seek support, and discover content, will coding and programming
shape how become second nature to them? Judging by the narratives documented
by Orange Labs researchers in Silicon Valley from today’s leading women
they’d like to spend their time technologists and young women, it seems truly inevitable that today’s wave

and what kinds of professions of networked girls will shift tomorrow’s technology paradigms with their
storytelling.
they’ll consider later on.”
— Marissa Mayer, VP of User Experience
google

education, emotion + from url to irl “ last year i attended a summer
evolution
Interviews conducted by Orange camp called “BizSmart” and
The worldwide web’s shift to more with GenZ girls and both young it really taught me how to
emotionally-rich content favors girls women geeks and veteran career
and women who tend to cultivate women working in the technology develop my ideas and come
social networks, develop emotional field in the Silicon Valley highlight the up with a business plan. With
connections online, and create and importance of support, community,
decorate profile pages more than and role models in addressing all of that knowledge, i was
men and boys. Furthermore, the this issue. with Silicon Valley also
inspired to start a company
anecdotal and storytelling quality of being the cradle of the Social web,
the Internet today also makes it a Orange researchers were exposed and really make a difference.”
more girl-friendly domain. Storytelling to a convergence of powerful factors
— Anika Ayyar (13 years old), founder
is contingent on emotional hooks that were at once technological,
generational, social, and emotional.
Skip-a-Birthday
that draw the reader in. And as
young girls of the GenZ generation witnessing the symbiotic relationship
(born after 1995) become proficient of these factors made it evident
in programming interfaces like that what URLs girls and women
Alice.org and social networks like frequent online, be it social or virtual,
Club Penguin and webkinz that have important IRL (In Real Life)
promote storytelling through the implications. Just as IRL networking
use of emerging technologies, we activities are mediated via online
can begin to rethink conventional networks such as women2.0 and
strategies for increasing the GirlsInTech, so too are real-life
participation of women in the learnings induced by Gen Z girls
development of technology. It is taught by their peers via social
imperative to contextualize formal networks and virtual worlds. Thus,
STEM education today as something thinking of all those young GenZ
that exists alongside the innovations girls across the country, sleeping
brought about by the worldwide quietly surrounded by their cuddly
web’s progression over 3 stages webkinz pets, blurring the real and
in the last decade. Education, the virtual in their dreams, becomes
alongside social initiatives that a powerfully poignant image.
involve mentorship and networking
opportunities, can now be combined Sources for this spread:
http://www.nytimes.com/2008/05/15/fashion/15wORK.html?pagewanted=2_r=2sq=lisa
with social media technologies that belkinst=csescp=5
http://www.nasrecruitment.com/TalentTips/NASinsights/GettingtoKnowGenerationX.pdf
foster peer-to-peer learning. http://www.pewinternet.org/Reports/2009/Generations-Online-in-2009.aspx
http://www.forrester.com/Research/Document/Excerpt/0,7211,44907,00.html
http://www.insidefacebook.com/2009/04/07/facebook-confirms-200-million-user-mark/
http://www.insidefacebook.com/2009/02/02/fastest-growing-demographic-on-facebook-women-
over-55/
http://www.pewinternet.org/Reports/2008/writing-Technology-and-Teens.aspx
http://www.alice.org/kelleher/storytelling/index.html
http://digitalyouth.ischool.berkeley.edu/files/report/digitalyouth-whitePaper.pdf
Spasojevic, Marjana (Nokia), 2009, Understanding the Teen Market Panel Discussion
at SDForum Tech Titans of Tomorrow: Teens Plugged In, Palo Alto, CA.

engendering change
social media
Develop innovative models for
Social media is a comfortable place for women, it affords visibility,
mentoring. Can more organic
mutual support, and reinforces self-esteem. A global phenomenon
forms of mentoring be fostered?
in attracting the next generation of women to tech is the growing
usage of social media by young women.

education information
women are grossly under-represented in the important field of
Open Source software development today. Focusing on choices
women make at the college level is at best a band-aid solution, too
little too late. There appears to be a false dichotomy between CS manage
and business. Young women need support to stay interested in career
science starting with primary school.
support
career support
The literature examining women's participation in tech has been
largely characterized by policy, cultural, behavioral, and economic
considerations, such as work-life balance. work-life issues have
to be reframed, look towards a longer-term view of a sustained
career. Role models and mentors are needed early on to keep
girls from being tracked out of the harder sciences. Venture Capital
Hr needs to revisit the work-
is the major growth engine for Silicon Valley. we find a strong life balance. Mid-career choices
emergent network of women in VC in the Valley. Silicon Valley's and expanded options create
penchant for networking extends to this domain – a growing a comprehensive approach to
number of local networking events aimed specifically at women work-life balance.
as entrepreneurs and developers have developed over the past
few years.

impact future
Three generations of women are converging at the same time,
signaling a more gender and generationally-diverse workforce.
Diversity equals superior performance. The Tech industry also
appears to be below average in terms of women representation on
corporate boards. The emergence of GenY as a major segment in
the workforce means a greater willingness to change careers and
explore new paths.

leverage explore the growing connection

social media between story-telling and
programming, whether it is at the
GenY level (example Alice.org) or
even GenZ.

create viral messages that
expose girls to role models,
accomplishments, and
possibilities in the tech field.

Look internally and externally to
find creative ways to support
events, camps, workshop,
and conferences that help
encourage the participation of
women in tech. We gave it a try!
educate
See next page. inform

Promote practices such
as job-Shadowing, where
students can follow a computer
Before you look for the scientist/engineer around to see
problem, look objectively at first hand, as Marissa Mayer
your current situation says, what will my work do?

Corporate sustainability officers
need to broaden their view of
sustainability to programs that anticipate
expose girls to tech, because
the company will benefit.
impact
Monocultures are bad, future
diversity is good.

Orange labs San Francisco gets involved!
Ruby on Rails Outreach Workshop for Women
at Orange Labs, June 13th 2009

if you stretch, you reach thought it was a great event idea.
He immediately mentioned it to
Frustration was the catalyst. At the the receptive ear of Mark Plakias,
Golden Gate Ruby Conference VP and executive sponsor of the
back in April 2009, Sarah Allen and women In Tech research project at
Sarah Mei, both female developers, Orange Labs San Francisco. Mark
were bothered and alarmed by the Plakias clearly saw the value of such
under-representation of women an event and enthusiastically offered
at the event (only 6 women out to support Sarah Allen and Sarah
200 developers). Deciding it was Mei's project.
time for a change, the two women
quickly focused on stretching the support is everything
objectives of the conference by
reaching out to more women. They The event was advertised on devchix
RoR set up session for every laptop and SFwOw (women's developer
envisioned a workshop dedicated to
educating women on Ruby on Rails organizations). Highlighting that it

“ thanks so much, it was a programming. was free and that childcare was
going to be available, it was no
terrific help! i can't wait to the back story wonder that within a short span of

start exploring my new skills one week, the event was “sold out”
with a waiting list.
They shared this vision with Bosco
and software tools! ” So, the Ruby on Rails Meet-Up In just two short months after
organizer, and also Senior Software Sarah Allen and Sarah Mei first
— Elise, a workshop participant came up with their vision, 85 people
Engineer at Orange Labs. Bosco
(mostly women) gathered at Orange
Labs San Francisco on Saturday,
June 13, 2009 to attend the Ruby
On Rails Outreach workshop for
women. Different programming levels
were separated out into 9 groups,
spread out around the lab's meeting
rooms. Each group teaching Ruby
On Rails at its own pace, and in true
Silicon Valley style, peer-to-peer.

Group Picture at the RoR workshops at Orange Labs in June 00

0

acknowledgments
The research team includes Pascale Diaine, Matthew Farwell, Mark Plakias, Natalie Quizon. we
would like to thank the following people for their contributions to this study. To our first wave of
interviewees who provided us with their time, insights, and experiences: Ann winblad, Susan Mernit,
Leah Culver, Marissa Mayer, Katherine Barr, Sarah Lacy, Kaliya Hamlin, Clara Shih, Shaherose
Charania and Gina Bianchini.
we gratefully acknowledge our colleagues within Orange who provided early feedback, some
important introductions, and more importantly their encouragement: Nathalie Boulanger, Roseline
Kalifa and Beatrice Mandine.
Finally we would like to thank Georges Nahon, the CEO of Orange Labs SF who gave us the
green light to explore this rich history and the vibrant present here in Silicon Valley – one that
deserves a much wider recognition and visibility, which we hope this will in some measure deliver.

design by Portia Monberg

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