Advanced Persistent Opportunities: building digital brand systems

BuildingdigitalbrandsystemsMedia Future, DublinAntony MayfieldMay 2012@amayfield | @brilliantnoise

One of myfavouritethings:ThinkingBiases

Biases arefilters,models,congnitiveshortcuts...

If we wereaffectinggeekinesswe’d saybrain hacksor something

For instance:Optimists &Pessimists

You wouldn’twant anoptimist asyour divorcelawyer...

You wouldn’twant apessimistwriting yourcampaignspeech...

In the rightcontext,optimism andpessimismare usefulprofessionalfilters...

Anyway...

I made themistake ofsubmittingan over-literalpresentationtitle fortoday...

BuildingDigitalBrandSystems

Or as you mayhave heardthat...

BuildingBrandBlahBlahBlah

So to avoidCharlieBrown’steachersyndrome...

...I’m going toplay on yournarrativebias (humanslovestories) ...

Hold on toyourmetaphoricalhats - herecomes...

Anectdotes and allegories

I met thesenice peoplefrom thesecurityindustry theother day

They tend areprofessionalpessimists

Threat horizonsInternal threatsRisk reportsThreat assessmentsThe threat of threats

It wasinteresting tosee the worldthrough theireyes for a bit

And oneconcept theyhad stuck in mymind...

Let’s talkaboutAdvancedPersistentThreats

dunh dunhDERRR!!

APT:Organised crime

APT:Hacktivists Image (cc) Wikipedia

APT:Governments Image Natanz Nuclear Facility - Google Maps

What is anAdvancedPersistentThreat?

“...operators behind the threat utilize the full spectrum of computer intrusion technologies and techniques. While individual components of the attack may not be classed asAdvanced particularly “advanced” (e.g. malware components generated from commonly available DIY construction kits, or the use of easily procured exploit materials), their operators can typically access and develop more advanced tools as required. They combine multiple attack methodologies and tools in order to reach and compromise their target.” Source: Damballa.com

“operators give priority to a specific task, rather than opportunistically seeking immediate financial gain. This distinction implies that the attackers are guided by external entities. The attack is conducted through continuousPersistent monitoring and interaction in order to achieve the defined objectives. It does not mean a barrage of constant attacks and malware updates. In fact, a “low-and-slow” approach is usually more successful.” Source: Damballa.com

“a level of coordinated human involvement in the attack, rather than a mindless and automated piece of code. The criminal operators have aThreat specific objective and are skilled, motivated, organized and well funded.” Source: Damballa.com

What’s anoptimist todo with that?

Look on thebright side...

AdvancedPersistentOpportunity

That’sexactly whatwe need tobe doing indigital

We build forcampaignswhen we need tobuild foropportunity

We talkaboutdigital brandlegacy

Digital iscausing amarketcorrection

A funnel thinghappened...

Customerexperiencemodels Model first published Harvard Business Review

The correctionstarts at 20% Image Muktar Kent, CEO of Coca Cola

What is anAdvancedPersistentOpportunity?

SystemsAdvanced Tools Dedicated, specialised talent

Continuous activity Self-reliantPersistent Low & slow Persistence is a goal

FocusedOpportunity Clear goals Values and value are clear

StarbucksDellBurberryRed BullCoca-ColaBank of AmericaMarks & Spencer

APO:Red Bull

APO:Marks & Spencer

APO:O2

APO or APT?The Big Switch

US Navy Speech briansolis.com image (cc) Wikipedia

Assemblages More in a post at antonymayfield.com

Nokia’sAdvanced PersistentOpportunity

StoriesNumbersConversations

1. Consider the social opportunity in everything we do2. Engage in better conversations with more consumers3. Deliver personal experiences, be authentic, and earn trust4. Sharing is more important than control5. Define clear objectives from the outset6. Invest and commit to social presences

Connectingwithconsumers

Ta-dah!Further Reading andnotes at:@amayfieldbrilliantnoise.com

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Advanced Persistent Opportunities: building digital brand systems

by Antony Mayfield

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Advanced Persistent Opportunities: building digital brand systems Presentation Transcript