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Leveraging Social Media to Protect Your Intellectual Property
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Leveraging Social Media to Protect Your Intellectual Property

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The use of social media is a hot topic for every testing program and it brings big test security concerns. This month's webinar will address the use of social media as a mechanism for sharing test …

The use of social media is a hot topic for every testing program and it brings big test security concerns. This month's webinar will address the use of social media as a mechanism for sharing test content and give you some skills for protecting your test content online. Caveon's Dr. Jamie Mulkey, Vice President of Client Services and Jen Baldwin, Senior Web Patroller will present an expanded version of the popular ignite session presented at this year's ATP Innovations in Testing Conference.

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  • This session will address problematic trends regarding infringing content available online. Attendees will learn about the structure and business models of brain dump and social media sites and the actions to take to mitigate their effectiveness with would-be test cheats. This session will also detail how to spot advertisements for the sale of test content on some of the newer, less obvious social media channels. Content thieves are not always blatantly advertising that they are selling test content. This session will help attendees learn how to make sense of it all and realize that even a small breach of Intellectual property can quickly spiral out of control and become a major compromise to a testing program.
  • What is the problem?
    Everyone wants access to instant, small bits of information
    Everyone wants to be the one to get credit for re-sharing that information
    Social media sites by nature encourage sharing and re-sharing
    You get recognition and an ego stroke every time someone “Likes” what you said, or re-shares what you post
    Cheaters gain huge advantage by scooping up shared info
    Easy access to stolen content gives an unfair advantage on high stakes exams
  • Don’t just focus on what’s popular now; stay current with last month’s watering holes
  • As recently as two weeks ago, a Professional Cheating Service was caught on camera selling term papers to students. These types of Freelance service sites pop up by the dozens every day and more and more test takers are turning to them to complete their coursework and take their exams.

  • Social Media by nature is designed to share information and find out what is going on right now in the world. People are talking about their lives and sharing photos of their experiences in every moment of every day.

    This is the Top 10 Most Popular Social Networking Sites as of May 2014

    Facebook is estimated to have 900,000,000 unique monthly visitors
    Twitter has 310,000,000, Even Vkontakte (vCON-tack-chuh), the Facebook of Russia, is in the top 10 at 80 million visitors a month

    You must do everything you can to make sure your exam content goes no where near this fast moving flood of sharing and re-sharing information
  • The internet makes it really easy to find test content, there’s money to be made, and the risk of getting caught is low.
  • It’s important to know there is a front and back room that co-exist. There’s a whole underbelly of the Internet.. A black market, if you will, where stolen test content and solicitation of proxy test taking happen for those desperate souls who need to find a way to gain unfair advantage on a test, at any cost.

  • Back Office
    Before your exam makes its public debut on the world wide web, back office horse trading goes on to collect test content. Here are a few ways we know exam exposure begins:
    Test questions can be leaked way before your launch date
    SMEs have been caught selling items they’ve written to braindumps
    Tests can be compromised during test delivery
    And even more likely test content is leaked right after the test is administered
    Test Center Scalpers hover outside testing center to question candidates on what they remember about the test
    Braindumps sites hire “veteran Certified Experts” to create their “Test Training Kits”. These are candidates who have repeatedly taken the test
    And, as we mentioned before entire test booklets have been stolen
  • Front Office – The Internet, fueled by Social Media

    The front office is where the exchange of test content goes viral through test taker communications
    Once the cheaters have the test content, they immediately spread the seed and the exam is exposed through social media 100’s of times in a matter of minutes, 1,000s of times as each day goes by
    And, the organized illegal test prep sites are waiting like vultures to cash in
  • But becoming more social with your test takers is only one part of the equation.

    The second part is analyzing your test taker data. Look for anomalies such as:
  • Similar response patterns between test takers
    Unusually high pass rates
    Tests being taken at odd hours
    Individuals who test outside of their home country
  • What we’re really saying here is:

    It is inoculating your exam against pirates and cheats.
    DOMC

    Do something to add more items to your item banks;
    Create multiple test forms that get replaced frequently
    Hold a bank in reserve
    Create miskeyed items to use a Trojan horse items to detect braindump usage
    Use new sets of items and embedded verification tests

  • Here is a great example of how social media climbers want recognition for their conquests:

    In this particular case, we were able to match the names of the individuals bragging about their passing scores on this braindump site with the names of the test takers.

    Needless to say, these test takers’ scores were revoked.

  • By using multiple approaches to combat test theft and cheating, you can triangulate your results and feel confident about imposing punitive measures to those individuals who have tried to gain an unfair advantage.
  • By learning where the virtual water coolers are, analyzing your test taker data, and being persistent in developing relationships, you can combat theft and fraud of your exams.
  • Transcript

    • 1. Leveraging Social Media to Protect Your Intellectual Property Jamie Mulkey, Ed.D. Jen Baldwin May 21, 2014 Caveon Webinar Series
    • 2. The Social Media Party www.caveon.com 2
    • 3. Today We’ll Talk About… • Structure of information dissemination (front office / back office) • How people gain access to stolen test content and spread this information quickly • What to do to pre-empt this activity to reduce item exposure and prevent cheaters from gaining an unfair advantage www.caveon.com 3
    • 4. www.caveon.com Headline News 4
    • 5. How Big is the Problem? www.caveon.com Facebook – 900,000,000 Twitter – 310,000,000 LinkedIn – 255,000,000 Pinterest – 250,000,000 Google+ - 120,000,000 Tumblr – 110,000,000 Instagram – 100,000,000 VK – 80,000,000 Flickr – 65,000,000 MySpace – 42,000,000 5
    • 6. Why is this Happening? www.caveon.com 6
    • 7. Back Office Buzz www.caveon.com 8
    • 8. Front Office Buzz www.caveon.com 9
    • 9. Social Media as an Advertising Vehicle www.caveon.com 10
    • 10. Social Media as an Advertising Vehicle www.caveon.com 11
    • 11. Socializing Cheating “Passed Exam on 10th Feb in Mumbai, this dumps are very much valid.” www.caveon.com 12
    • 12. Popular Networks Get Popped www.caveon.com 13
    • 13. Lights, Camera, Cheating! www.caveon.com 14
    • 14. A Picture is Worth a Thousand Words… www.caveon.com 15
    • 15. Image Searching Tips www.caveon.com • Google search by Image • Image Recognition • Reverse Image Search • TinEye.com 16
    • 16. Masking Exam Names www.caveon.com 17
    • 17. What We Have To Do… www.caveon.com 18
    • 18. Me, Me… It’s All About ME! Name: Maleficent Twitter handle: blaque-queen Email: evilmistress@darkforest.com www.caveon.com 19
    • 19. Building Relationships www.caveon.com 20
    • 20. Developing a Dialogue www.caveon.com 21
    • 21. Keep It Cordial www.caveon.com 22
    • 22. We’re Watching You… www.caveon.com 23
    • 23. Dump on the Dumps www.caveon.com Drowning sites with DMCA letters 24
    • 24. DMCA Requirements www.caveon.com • Must be signed (electronic signature is acceptable) • Identification of the copyrighted work • Identify the material that is claimed to be infringing • Must include contact information • A statement that your complaint is being made in “good faith” • Must also state, that “under penalty of perjury, that the information contained in the notification is accurate” Have your DMCAs and Takedown Notifications reviewed by your legal team. 25
    • 25. Payment Providers www.caveon.com 26
    • 26. Payment Providers • The web address where infringing material is being sold. • The location of the offending material on that site. • Specificity is important; especially if the website is also hosting non-infringing material. • Evidence that the processor's services are being used by the infringers (a screenshot featuring the processor's logo will do). www.caveon.com 27
    • 27. Analyze Your Test Results/Scores www.caveon.com 28
    • 28. What To Look For www.caveon.com - Similar response patterns between test takers - Unusually high pass rates - Tests being taken at odd hours - Individuals who test outside of their home country 29
    • 29. Exam Inoculation? www.caveon.com - Create replaceable test forms - Hold a bank in reserve - Create Trojan Horse items - Use Embedded Verification Test (EVT) items - Discrete Option Multiple Choice (DOMC) 30
    • 30. Winning the Battle Over Braindumps “Dear Valued Customer, We are so sorry as we can't 100% guarantee you can pass the exam with our product. Test company changed their exam questions too frequently. This is special price so if you fail your exam, we will not refund. Sincerely hope you can understand.” www.caveon.com 31
    • 31. www.caveon.com 32
    • 32. Putting The Pieces Together www.caveon.com 33
    • 33. Be Social, Analytical, and Persistent www.caveon.com 34
    • 34. www.caveon.com 35
    • 35. THANK YOU! Jamie Mulkey, Ed.D. Vice President, Client Services Caveon Test Security jamie.mulkey@caveon.com - LinkedIn Group – Test Security - Follow Caveon on twitter @caveon - Check out our blog…www.caveon.com/blog/ - LinkedIn Group – Caveon Test Security Jen Baldwin Sr Web Patrol Security Analyst Caveon Test Security jen.baldwin@caveon.com www.caveon.com 36

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