“...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.” S u e Dma .c m o rc : a b lla o
“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.” S u e Dma .c m o rc : a b lla o
“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.” S u e Dma .c m o rc : a b lla o
LEADERSHIPMandate & licencefor change is clear.
Leadership & Pilots Case study: Burberry- Ambition set out by CEO to be a digital brand- Successes of pilots have led to a sophisticated in-house content team and social media approach- Community drives brand. Build community.
"To any CEO is sceptical: you have to...you have to create a social enterprisetoday....“If you dont do that, I dont know whatyour business model is in ﬁve years."Angela Ahrendts, CEO of Burberry http://gu.com/p/9p9g
It’s not “The Art of theTrench”that makes Burberry a greatdigital brand
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
PILOT & SCALEWill to trythings, will toscale thingsthat work.
Social at scale Case study: Nike- Build relationships: “This campaign was an investment, not a spend." Video Ignite the graph- Investment is key to Nike’s approach - systems, communities, models...- It is a services model as well as a marketing one: Nike Digital Sport founded in 2010.- What was the last Nike TV ad you saw?
Social Innovation Camp model Radical skunkworks?Text Loose network Discover: Problems & ideas Design: Prototype & pitch Launch & iterate
Collaboration Case study: Haiti Earthquake- Red Cross learned from Katarina disaster that loose networked groups could help its coordination- Ushahidi (Crisis Mapping), PeopleFinder and other networks formed an “assemblage” supporting the Red Cross, US Navy and Haitian government- Up-to-date maps created, resources and personnel allocated more eﬀectively