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Why Security Matters for Marketers

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Security is not something we actively think about much in Marketing. But in an era of cyber threats and hacking incidents, it’s become top-of-mind for many executives and CMOs. How are we supposed to prepare as marketers, and ensure we’re safe?

Check out this SlideShare to learn:
-What is SSL, and why your website should have it
-How to establish a recovery plan in the event on an incident
-How security impacts your discoverability, and ranking in search

Publicado en: Marketing

Why Security Matters for Marketers

  1. 1. WHY SECURITY MATTERS for marketers
  2. 2. As marketers we’re focused on GROWTH
  3. 3. GROWTH
  4. 4. Chapter one: Why you should care about security.
  5. 5. If you collect data from customers, you are responsible for ensuring their protection Bryan Eisenberg
  6. 6. Websites are being attacked every second
  7. 7. Insecure websites are more frequently targeted •  Most of these attacks are aimed to steal user information, or compromise a website. •  Looking at different attack types you can see what some of the most common attacks are – http is most prominent. •  50% of attacks come against insecure websites.
  8. 8. Businesses of Every Size Are Being Targeted •  Betty’s Tea is a UK based café chain and was targeted in May 2015 •  As a result of the attack: 120,000 customer names, email addresses and encrypted passwords were stolen.
  9. 9. A Story about Sony •  Sony was hacked in November, 2014 and personal employee details including names and salaries were leaked •  47,000 records were stolen, and the outrage started immediately, and is still ongoing
  10. 10. A Story about Sony
  11. 11. 17 MILLION ATTACKS PER DAY
  12. 12. Every Attack Ties into Value •  According to PwC, every website SMB website hacking incident costs between $92,000 - $165,000 on average. •  McAfee found almost 90% of small- and medium-sized business in the US do not use data protection for company and customer information, and less than half secured company email to prevent phishing scams. 7-year olds can even hack networks
  13. 13. Most Websites Don’t Have Security Only 20% of website are secure!
  14. 14. Brands have the opportunity to stand out for proactively addressing it and those who do not will very soon be far behind. Align your brand with the changing consumer mindset and be a leader in customer security.” Bo Holland, CEO AllClearID
  15. 15. Chapter two: How website attacks happen.
  16. 16. There are two primary types of website attacks MAN-IN-THE-MIDDLE DDOS
  17. 17. Man-in-the-Middle Attacks
  18. 18. What is a Man-in-the-Middle Attack? •  A Man-in-the-Middle attack happens when a hacker places a small file on your website, and steals incoming user data. •  These files can go undetected for weeks, months, or years due to their small size. Visitor Hacker Website
  19. 19. DDoS
  20. 20. What is a DDoS Attack? •  A DDoS (Distributed Denial of Service) attack happens when a hackers uses multiple computers to flood traffic to a website. •  Incoming traffic volume is so large and so sudden, there is no option but for your website to go down. Website
  21. 21. What can we do to prevent these attacks?
  22. 22. Chapter three: All about SSL & WAF.
  23. 23. What is SSL? Visitor Hacker Website •  SSL stands for Secure Sockets Layer, and is a way of encrypting traffic between a website and the visitor. •  As a result of traffic being encrypted, hackers cannot steal private or customer information from Man-in-the-Middle attacks.
  24. 24. Benefits of SSL Trust SEO Website Enhancements
  25. 25. Benefits of SSL A padlock displays in the URL bar for secure websites – increasing visitor and consumer confidence that their information is safe. Trust SEO Website Enhancements
  26. 26. Benefits of SSL Trust SEO Website Enhancements
  27. 27. Benefits of SSL Trust SEO Website Features
  28. 28. Benefits of SSL “If your in a competitive niche, then it can give you an edge from Google’s point of view. With the HTTPS ranking boost, it acts like a tiebreaker. For example, if all quality signals are equal for two results, then the one that is on HTTPS would get the extra boost that is needed to trump the other result.” Google’s Gary Illyes, said:Trust SEO Website Enhancements
  29. 29. Benefits of SSL Trust SEO Website Enhancements HTTPS is “moderately correlated to higher search rankings” Source: http://backlinko.com/search-engine-ranking
  30. 30. Benefits of SSL Trust SEO Website Enhancements Have you seen pages like this?
  31. 31. Benefits of SSL Trust SEO Website Enhancements Using HTML5, your website can incorporate features that utilize the visitors device information, such as: •  Geolocation •  Video and Microphone •  Device Motion/Orientation •  Fullscreen Without SSL, none of these will work in Chrome or Firefox.
  32. 32. What is a WAF? •  WAF stands for Web Application Firewall and forms a protective ring around your website to weed-out bad traffic, and allow good visitors to come through. Website Website Visitor Hacker
  33. 33. Hacking Recovery Plan 1.  Check with I.T. and/or your website host to determine root cause, and impact 2.  Create scenarios and playbooks for every type of hacking incident (loss of user information, website downtime, etc.) 3.  Communicate with affected internal stakeholders 4.  Communicate with external customers, prospects, and other affected parties 5.  Ensure you have contact details for key team members
  34. 34. Chapter three: Next Steps.
  35. 35. Create a Hacking Recovery Plan 1.  Check with I.T. and/or your website host to determine root cause, and impact 2.  Create scenarios and playbooks for every type of hacking incident (loss of user information, website downtime, etc.) 3.  Communicate with affected internal stakeholders 4.  Communicate with external customers, prospects, and other affected parties 5.  Ensure you have contact details for key team members
  36. 36. Want to secure your website today? Click here to start a free trial of the HubSpot Website Add-on.
  37. 37. Jeffrey Vocell (@jvocell) Product Marketing Manager Thank you!

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