Cybersecurity Now it’s a people’s business

What’s the market like

It’s human nature to fear the unknown. And today that fear is more valid than ever before.

1. Fear of the unknown

Technology drives innovation, and some people exploit the opportunities this provides.

1. Fear of the unknown

As the relationship between technology and industry deepens, security threats increasingly influence and impact everyday lives.

2. Everyone is affected

2. Everyone is affected

It’s an issue faced by everyone. Governments Companies Communities Individuals

There’s a tendency within the industry to make grandiose claims, but these overstatements are not credible or useful.

3. Exploiting fear and saving the day

They’re unprovable and undifferentiated.

3. Exploiting fear and saving the day

“Making the world a safer and better place”

“We are here to save the world”

It’s important to understand the reality of cybersecurity threats, and how these impact businesses and jobs. But how should you do this without throwing fuel on the fire?

There is an opportunity to foster an environment that’s not fear-driven. To stand out by being positive, credible and personal.

Where to start?

Understand your audience, and understand the threat.

Understand the threat

We often forget that hackers are people

The threat

Hackers exploit predictable human nature: •  95% of breaches fall within the

same nine types of attacks Hackers are driven by human motivations: •  89% of attacks have a financial

or espionage motive

The threat

Source: Verizon’s Data Breach Investigations Report 2016

Understand your audience

Businesses face tough security challenges, and therefore seek partners that understand and respond to their specific needs.

Your audience

74% of small organisations reported a security breach in the last year

Source: Deloitte Labs

Your audience: SMEs need protection

Your audience: Businesses need trust

In 2015, 44.5% of hackers are malicious insiders – compared to 31.5% in 2014

Source: IBM 2016 Cyber Security Intelligence Index

The number one cause of security incidents is ‘miscellaneous errors’ from people inside an organisation Source: Verizon 2016 Data Breach Investigations Report

Your audience: Employees need education

78% of CISO spend time with business leaders who think cyber risk is a technical problem or a compliance exercise Source: Deloitte Labs

Your audience: CISOs need support

So how can cybersecurity firms – particularly small or new ones -

humanise themselves?

What to do Three steps to building a deeper connection with your audience

1. Be positive There are too many scaremongers around. Stand apart by being supportive and constructive.

Make your brand synonymous with trust and reassurance

1. Be positive

2. Be credible In a market of extravagant promises, a little understated confidence goes a long way.

“You can’t stop risk; you can only hope to contain it” - Gartner

2. Be credible

3. Be personal Cybercrime affects everyone. It doesn’t care who people are. But you should. Show you understand people’s concerns and needs.

Provide relatable, considered solutions, not a one-size-fits-all

3. Be personal

How to do it

You need to define what makes you different. Your truth is the core of who you are and the foundation of everything you do. And we’re here to help you uncover it. bbpagency.com

Relevant brand experience:

If you require further information, please contact:

Peter Brocklebank E peter@brocklebankpenn.com

M +44 (0) 7980 893 444 T +44 (0) 20 3137 7034

Unit 101, Clerkenwell Workshops

27-31 Clerkenwell Close London, EC1R 0AT