How do you teach website security to 10 million hard-to-reach website owners?

Juan Felipe Rincón Trust & Safety - Search Outreach Lead Google Ireland

TÁMESIS

32% more hacked sites

detected

61% of webmasters could not be

reached

84% of webmasters

who start cleanup process

succeed

NOTIFICATIONS

HTTPS

Backups

Update and Patch

Validate new plugins

Good Passwords & Two-Step Verification

% o

f ado

ptio

n (c

umul

ativ

e)

Time ->

take-off

Innovation I

Rogers, E. M. (2005). Diffusion of innovations. New York: Free Press.

% o

f ado

ptio

n (In

crem

enta

l)

Time ->

Innovation I

Rogers, E. M. (1983). Diffusion of innovations. New York: Free Press.

Time ->

Rogers, E. M. (2005). Diffusion of innovations. New York: Free Press.

INNOVATORS 13.5%

EARLY ADOPTERS 2.5%

EARLY MAJORITY 34%

LATE MAJORITY 34%

LAGGARDS 16%

From sysadmins to small site owners

Reassessing the audience

From SQL injection and zero-days to recovery guides and tutorials

Reassessing the language

From information broadcast to direct engagement for behavioral change

Reassessing reach

Generalization 9-2: Change agent success is positively related to a client orientation, rather than to a change agency orientation.

Rogers, Everett, Diffusion of Innovations 1983 p 320

Change 1: Strengthen our feedback loop

Generalization 9-3: Change agent success is positively related to the degree to which the diffusion program is compatible with clients' needs.

Rogers, Everett, Diffusion of Innovations 1983 p 320-321

Change 2: Revisit the value you are offering

Generalization 6-3: The complexity of an innovation, as perceived by members of a social system, is negatively related to its rate of adoption.

Rogers, Everett, Diffusion of Innovations 1983 p 320

Change 3: Focus on the barriers. Then remove them

Generalization 9-11: Change agent success is positively related to the extent that he or she works through opinion leaders.

Rogers, Everett, Diffusion of Innovations 1983 p 331

Change 4: Recruit allies

Your role

Photo Credits

Photo by Oscar Sutton on Unsplash

Photo by Wynand van Poortvliet on Unsplash

Photo by Juan Felipe Rincón, used with permission

Photo by Daryn Bartlett on Unsplash

CC BY 2.0 courtesy of WOCinTech Chat

Public Domain Courtesy USDA

Photo by Bogdan Dada on Unsplash

Photo by Tim Evans on Unsplash

Photo by andrew welch on Unsplash

Photo by Karl Fredrickson on Unsplash

Photo by Karl Fredrickson on Unsplash

Photo by Nathan Dumlao on Unsplash

Epilogue