Slides from my presentation to Media Future Dublin. In Cyber-Security they talk about Advanced Persistent Threats - well resourced, sophisticated efforts to achieve nefarious ends, e.g. mafia gangs, Anonymous or governments attacking one another. But what would and Advanced Persistent opportunity look like?

1. Building
digital
brand
systems
Media Future, Dublin
Antony Mayfield
May 2012
@amayfield | @brilliantnoise

2. One of my
favourite
things:
Thinking
Biases

3. Biases are
filters,
models,
congnitive
shortcuts...

4. If we were
affecting
geekiness
we’d say
brain hacks
or something

5. For instance:
Optimists &
Pessimists

6. You wouldn’t
want an
optimist as
your divorce
lawyer...

7. You wouldn’t
want a
pessimist
writing your
campaign
speech...

8. In the right
context,
optimism and
pessimism
are useful
professional
filters...

9. Anyway...

10. I made the
mistake of
submitting
an over-
literal
presentation
title for
today...

11. Building
Digital
Brand
Systems

12. Or as you may
have heard
that...

13. Building
Brand
Blah
Blah
Blah

14. So to avoid
Charlie
Brown’s
teacher
syndrome...

15. ...I’m going to
play on your
narrative
bias (humans
love
stories) ...

16. Hold on to
your
metaphorical
hats - here
comes...

17. Anectdotes
and
allegories

18. I met these
nice people
from the
security
industry the
other day

19. They tend are
professional
pessimists

20. Threat horizons
Internal threats
Risk reports
Threat assessments
The threat of threats

21. It was
interesting to
see the world
through their
eyes for a bit

22. And one
concept they
had stuck in my
mind...

23. Let’s talk
about
Advanced
Persistent
Threats

24. dunh
dunh
DERRR!!

25. APT:
Organised crime

26. APT:
Hacktivists
Image (cc) Wikipedia

27. APT:
Governments
Image Natanz Nuclear Facility - Google Maps

28. What is an
Advanced
Persistent
Threat?

29. “...operators behind the threat utilize
the full spectrum of
computer intrusion
technologies and techniques.
While individual components of the
attack may not be classed as
Advanced 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

30. “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 continuous
Persistent 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

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

32. What’s an
optimist to
do with that?

33. Look on the
bright side...

34. Advanced
Persistent
Opportunity

35. That’s
exactly what
we need to
be doing in
digital

36. We build for
campaigns
when we need to
build for
opportunity

37. We talk
about
digital brand
legacy

38. Why?

39. Digital is
causing a
market
correction

40. A funnel thing
happened...

41. Customer
experience
models Model first published Harvard Business Review

42. The correction
starts at 20%
Image Muktar Kent, CEO of Coca Cola

43. What is an
Advanced
Persistent
Opportunity?

44. Systems
Advanced Tools
Dedicated, specialised
talent

45. Continuous activity
Self-reliant
Persistent Low & slow
Persistence is a goal

46. Focused
Opportunity Clear goals
Values and value are clear

47. Starbucks
Dell
Burberry
Red Bull
Coca-Cola
Bank of America
Marks & Spencer

48. APO:
Red Bull

49. APO:
Marks & Spencer

50. APO:
O2

51. APO or APT?
The Big Switch

52. US Navy
Speech briansolis.com
image (cc) Wikipedia

53. Assemblages
More in a post at antonymayfield.com

54. Nokia’s
Advanced Persistent
Opportunity

55. Stories
Numbers
Conversations

56. 1. Consider the social opportunity in everything
we do
2. Engage in better conversations with more
consumers
3. Deliver personal experiences, be authentic, and
earn trust
4. Sharing is more important than control
5. Define clear objectives from the outset
6. Invest and commit to social presences

57. Connecting
with
consumers

58. Ta-dah!
Further Reading and
notes at:
@amayfield
brilliantnoise.com