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Social Engineering
for Everyday (Startup) Life
Johanna Brewer
frestyl Co-Founder
Doctor of Computers

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What is Social Engineering?

3. ?

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No Computers Needed

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Social Engineering != Hacking

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Social Engineering == Inception?

9. Shane

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Social Engineering == Stealing?

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Social Engineering
The art of crafting a social situation in which the actors
are more likely to follow the engineer’s desired path.

16. Not Magical

17. Not

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Q&A: Challenge

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“freestyle is the best live music discovery app ever!”
#fail
–Some Blog

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From: Megan (megan@frestyl.com)
To: Some Blog (blogger@someblog.com)
Subject: Correction to your blog post
You misspelled our company name in your blog post. The correct
spelling is: frestyl. Please update it.

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From: Megan (megan@frestyl.com)
To: Some Blog (blogger@someblog.com)
Subject:Thanks! (and small correction to your blog post)
Hi Blogger,
Thanks so much for the post!!
Just a quick favor... I noticed “frestyl” was spelled incorrectly. Do
you think you could update it? Thanks so much!

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From: Megan (megan@frestyl.com)
To: Some Blog (blogger@someblog.com)
Subject: ???
...These aren’t the droids you’re looking for...

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1. Review Your Resources
2. Pick a Principle
3. Create a Context
4. Sign Post the Path
5. Press Play

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What resources did Megan have?

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Hmm.

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1. Review Your Resources
2. Pick a Principle
3. Create a Context
4. Sign Post the Path
5. Press Play

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6 Key Principles of Influence

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Reciprocity
people tend to return favors

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Commitment & Consistency
people who commit (orally/in writing)
are likely to honor their commitment

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Social Proof
people do things they see other people doing

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Authority
people tend to obey authority figures

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Liking
people are easily persuaded by people they like

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Scarcity
perceived scarcity will generate demand

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The Hidden Principles
...shh!

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Following & Flowing
people tend to take the path of least resistance

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Self-Satisfaction
people love to feel good about themselves

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1. Review Your Resources
2. Pick a Principle
3. Create a Context
4. Sign Post the Path
5. Press Play

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(non)Authority
Reciprocity
Self-Satisfaction

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1. Review Your Resources
2. Pick a Principle
3. Create a Context
4. Sign Post the Path
5. Press Play

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1. Review Your Resources
2. Pick a Principle
3. Create a Context
4. Sign Post the Path
5. Press Play

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From: Megan (megan@frestyl.com)
To: Some Blog (blogger@someblog.com)
Subject:Thanks + BIG favor to ask
Hi Blogger,
Thanks so much for the post! I shared it on all our social media
channels and we are getting lots of likes + retweets!...
The set up.

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...
I have a real huge favor to ask though. I made a big mistake. I’m a
new communications intern at frestyl, and when I sent you our info
I must have spelled the company name wrong.
Totally not true.

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...
My boss made a big deal about getting our branding right when I
contact press, and I obviously screwed that up completely.
Everyone hates their boss.

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...
If there’s ANY way you could make the correction for me in your
post, it would be a HUGE help.
The effortless save.

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1. Review Your Resources
2. Pick a Principle
3. Create a Context
4. Sign Post the Path
5. Press Play

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...
I’m just hoping my boss hasn’t checked her Facebook yet.
Thank you again sooo much!!
The Kill.

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Everybody Feels Like a Winner

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Social Engineering
for Everyday (Startup) Life
Questions? Challenges?