National Cyber Security Alliance NCSAM 2013 Results in Brief Summary

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1 National Cyber Security Alliance NCSAM 2013 Results in Brief Summary October 2013 marked the 10 th annual National Cyber Security Awareness Month. The National Cyber Security Alliance, in partnership with the Department of Homeland Security and the Multi State Information Sharing Center, made a comprehensive effort to brand the month with the theme of Our Shared Responsibility. The NCSA, our board member companies, STOP. THINK. CONNECT. and the STOP. THINK. CONNECT. Messaging Convention worked to fully integrate STOP. THINK. CONNECT. into all NCSAM materials and programs. The NCSA used a variety of tactics to broadcast both the month and STOP. THINK. CONNECT., including weekly themes with corresponding events; a satellite media tour; an updated NCSAM portal on the NCSA website; creation and distribution of new collateral materials; a comprehensive social media strategy, and more. Calculating precise media impressions is difficult, but we can determine that National Cyber Security Awareness Month was seen more than 500 million times through social and traditional media. The end result was the most successful National Cyber Security Awareness Month to date: We saw a growth in reach of 255%. In 2013, we reached more than 7.8 billion people. In 2012, we reached more than 2.2 billion. National Cyber Security Awareness Month Media Coverage (September November) Total Estimated Reach*: 7,885,570,070 an increase of 255% (2,220,322,790 in 2012) Exposure of the Brand: 500 million Unique Articles: 3,130 online articles/print articles/blogs written an increase of 193% (1,067 in 2012) Broadcast Reach: 20,774,372+ Print Impressions**: 1,359,601+ Online Impressions** : 4,905,052,405+ * This number includes additional pickups, meaning the same articles may have appeared in different publications. The reach with no additional pickups is 2,444,094,028. **Impressions are the number of people who have seen/viewed/heard the article/broadcast as provided by the media outlet Keep a Clean Machine Coverage (October only) Potential Viewership: 69,651,530 an increase of more than 12,000% (547,993 in 2012) Own Your Online Presence Coverage (October only) Potential Viewership: 1,882,333 Our Shared Responsibility Coverage (October only) Potential Viewership: 14,957,195 1

2 STOP. THINK. CONNECT. Coverage Potential Viewership : 556,130,654 an increase of 4,607% (11,813,665 in 2012) 2013 NCSA/PayPal National Online Safety Study Articles/blogs published: 11 o Potential Viewership: 13,220,020 Press release pickups: 82 o Potential Viewership: 68,406, NCSA/Raytheon Millennial Cybersecurity Study Coverage Articles/blogs published: 24 o Potential Viewership: 180, 217 Press release pickups: 104 o Potential Viewership: 86,388,497 Website Analytics StaySafeOnline.org Visits: 71,420 an increase of 23% over 2012 Page views: 162,436 an increase of 22% over 2012 StaySafeOnline.org/ncsam (Unique Visits) Landing Page: 19,057 an increase of 4% over 2012 About Page: 7,776 an increase of 81% over 2012 Main Get Involved Page: 2,345 a decrease of 3% but total unique visits to all 12 Get Involved pages resulted in an increase of 7% Promote NCSAM Page: 5,339 an increase of 45% over 2012 Champions Page: 1,847 an increase of 20% over 2012 Events Page: 2,842 an increase of 34% over 2012 Resources Page: 5,554 an increase of 37% over 2012 StopThinkConnect.org * Visits: 15,548 a decrease of 47% over 2012 Page views: 35,695 a decrease of 33% over 2012 *Note: We attribute the decrease in visits and page views to to our 2012 STOP. THINK. CONNECT. social media advertising campaign. Last year, there was a 492% increase in traffic to which is unlikely to sustain each year. In 2011, there were 4,976 visits and 9,666 page views. Based on that data, saw an increase of 212% in visits and a 269% increase in page views. Social Media Stay Safe Online Facebook page New fans: 3,664 Total Reach: 1,553,634 Impressions: 2,102,563 2

3 STOP. THINK. CONNECT. Facebook page New fans: 2,270 Total Reach: 1,292,949 Impressions: 1,634,958 Stay Safe Online Twitter account followers: 515 (8,190 followers by month s end) 956 unique people sent out 559 tweets Total Engagement (Organic Retweets, and Favorites): 2,080 Reach: 4,481,789 Impressions: 12,144,275 STOP. THINK. CONNECT. Twitter account followers: 241 (14,863 followers by month s end) 717 unique people sent out 571 tweets Total Engagement (Organic Retweets, and Favorites): 1, 865 Reach: 2,536,169 Impressions: 14,385,335 #NCSAM Usage Total Tweets Using #NCSAM : 16,000 an increase of 56% over 2012 Total Number of People Using #NCSAM: 4,987 Estimated Reach: 24,704,405 Average Daily Impressions: 3,255,278 Estimated Impressions: 100,913,617 #NCSAM was used in 85 countries this year, including the United States an increase of 51% over #ChatSTC Twitter Chat Series Total Tweets Using #ChatSTC: 2,700 an increase of 29% over 2012 Total Number of People Using #ChatSTC: 662 an increase of 22% over 2012 Estimated Reach: 1,841,648 a decrease of 47% over 2012* Estimated Impressions: 17,474,733 a decrease of 40% over 2012* * Note: This number is reflective of our guests and their followers. A decrease indicates we need to be more strategic in bringing aboard guests with larger followers. Last year, several federal agencies with high followers joined our chats weekly. These agencies did not join us this year for most of the chats due to the federal government shutdown. 3

4 Champions In 2013, we had 345 Champions. This is an increase of 49% from 231 champions in Weekly Themes & Key Activities Week 1: 10 Years & Beyond: STOP. THINK. CONNECT. and General Online Safety o Launch of NCSAM at the Federal Reserve Bank in Boston o Facebook Live streamed the launch. o D.C. NCSAM Launch held at McKenna, Long & Aldridge Week 2: Being Mobile: Online Safety & Security o Release of the 2013 NCSA/PayPal National Online Safety Study o Release of the Safety & Security Tips on the Go brochure Week 3: Cyber Education and the Next Generation of Cyber Leaders o STOP. THINK. CONNECT. Online Safety School Assembly with Nev Schulman, creator and host of the MTV show, Catfish, and Michelle Dennedy, McAfee Vice President and Chief Privacy Officer in Los Angeles o Release of the 2013 NCSA/Raytheon Millennial Cybersecurity Survey o Release of the STOP. THINK. CONNECT. Online Safety Quiz Week 4: Cybercrime o Rang the NASDAQ Opening Bell in New York City with U.S. Department of Homeland Security Acting Secretary Rand Beers, U.S. Department of Homeland Security Deputy Undersecretary Phyllis Schneck, White House Senior Director for Cybersecurity Andy Ozment, and others. o Held a closed door, invitation only roundtable discussion with the Business Executives for National Security (BENS) for reporters featuring U.S. Department of Homeland Security Deputy Undersecretary Phyllis Schneck and industry leaders, including ESET North America CEO Andrew Lee. The roundtable was followed by a luncheon and panel discussion in the afternoon at the nearby Chatwal Hotel. o Launched a new section on geared toward educating CEOs and C Level executives about cybersecurity risk management, called Re: Cyber. o Joined DHS for the 2013 National Cyber Security Awareness Month Cyber Crime event in Chicago, featuring a panel discussion and demonstration by the U.S. Secret Service. Week 5: Cybersecurity & Critical Infrastructure o Attended the Bloomberg Government s Cybersecurity: Risk. Response. Reward conference in Washington, D.C. o STOP. THINK. CONNECT. partnered with InfollutionZero in Singapore to develop a set of International Mobile Safety Tips. The International Mobile Safety Tips were released on October 29, 2013 to coincide with the 10th year of National Cyber Security Awareness Month in the United States and the 4th annual Asia Pacific Economic Cooperation Telecommunications and Information Working Group (APEC TEL)'s Cyber Security 4

5 Awareness Day. The tips also align with existing Cyber Security Awareness Month activities that occur in the United States, Canada, Europe, and other countries every October. DHS Participation DHS participated and supported eight live events and five Twitter chats during NCSAM including: o Week 1: Our Shared Responsibility, STOP. THINK. CONNECT., and Cybersecurity in the Next 10 years For the NCSAM Kick Off Event, facilitated participation from Massachusetts Secretary of the Office of Administration and Finance Glen Shor, Massachusetts State Senator Robert Hedlund. (Other participants included Executive Chairman and CEO for RSA Art Coviello, Executive Director for the Advanced Cyber Security Center Bill Guenther, and other representatives from government and industry). Participated in the NCSAM 10 Years and Beyond Twitter Chat. Provided event planning support for the South Boston Boys & Girls Club of America Disney Download Event, which had approximately 200 Boys & Girls Club members ages in attendance. o Week 2: Being Mobile: Online Safety and Security Provided support for the NCSAM Mobile & On the Go Twitter Chat. o Week 3: Cyber Workforce and the Next Generation of Cyber Leaders Provided event planning support to the Online Safety Event at Gertz Ressler High School in Los Angeles, where MTV s Catfish producer and Campaign partner Nev Schulman spoke to approximately 500 students. o Week 4: Cyber Crime Participated in the NASDAQ Bell Ringing Ceremony where White House Senior Director of Cybersecurity Andrew Ozment, Department of Homeland Security Acting Secretary Rand Beers, DHS Deputy Undersecretary (DUS) for Cybersecurity Phyllis Schneck, Department of Commerce Deputy Secretary Patrick Gallagher, NCSA Director Michael Kaiser and Board Member Andrew Lee, as well as representatives from several corporations participated in the ceremony and the ringing of the bell. Participated in the NASDAQ Roundtable Event where industry executives and government leaders discussed priority cybersecurity issues. Planned and participated in the Cyber Crime Keystone Event, which had approximately 130 attendees and included remarks from DHS DUS Phyllis Schneck, US Secret Service Assistant Director for Investigations Paul Morrissey, Secret Service Chicago Field Office Senior Agent Frank Bennedetto, InfraGard Board Chair Paul Sands, White House Cybersecurity Coordinator Michael Daniel, International Association of Chiefs of Police (IACP) Representative David Roberts, and U.S. Bank Chief Information Security Officer Jason Witty. 5

6 o Presented cybersecurity and online safety tips at the Union League (Chicago) Boys & Girls Club of America to approximately 200 elementary and middle/high school students. Participated in the NCSAM Cyber Crime Twitter Chat. Week 5: Critical Infrastructure and Cybersecurity Attended the Cybersecurity: Costs and Solutions Conference, which had approximately 150 attendees and included participation from General Keith Alexander, Director of the National Security Agency and US Cyber Command; Michael Daniel, White House Cybersecurity Coordinator; and Suzanne E. Spaulding, Undersecretary for the DHS National Protection and Programs Directorate, as well as private sector leaders discussed the upcoming Cybersecurity Framework for critical infrastructure. Participated in the NCSAM Twitter Chat: Critical Infrastructure and Cybersecurity. Website: 5,698 hits to the DHS Stop.Think.Connect. website during the month Friends of the Campaign: 693 new Friends of the Campaign joined in the month Toolkits: 1,250 Stop.Think.Connect. Toolkits were distributed in October and an additional 100 at events rescheduled to November Other Accomplishments: o Engaged the White House, federal interagency partners, and DHS components to execute NCSAM activities. President Obama issued a proclamation designating October 2013 as NCSAM, underscoring continued White House support for promoting cybersecurity awareness. The Secret Service, through an interactive demonstration, illustrated the importance of strong network passwords at the Cyber Crime Keystone Event in Chicago, IL. United States Army Tank Automotive and Armaments Command Life Cycle Management Command (TACOM LCMC) hosted a cybersecurity awareness event for 200 attendees in Warren, MI. Federal Communications Commission (FCC) hosted a forum in recognition of NCSAM exploring the issues of cybersecurity and safeguarding children and families on the Internet. The U.S. Department of Energy issued blogs from Deputy Secretary of Energy Daniel Poneman and Chief Information Officer Robert Brese, conducted cybersecurity awareness events featuring key speakers, and disseminated materials throughout NCSAM. o Worked with state and local government partners to implement NCSAM activities to their stakeholders. Fifty states issued proclamations declaring October as NCSAM. Leadership from the Cook County Department of Homeland Security and Emergency Management spoke at the Cyber Crime Keystone Event. The International Association of Chiefs of Police (IACP) announced their partnership with the Stop.Think.Connect. Campaign during its 120th Annual 6

7 Conference and distributed cybersecurity materials to more than 14,000 attendees. Leadership from IACP also spoke at the Cyber Crime Keystone Event. The State of New York issued NCSAM messaging and newsletters to more than 6,000 recipients and held cybersecurity presentations and webinars throughout the month. The State of West Virginia Office of Information Security Controls and Compliance hosted its 2013 Annual Cybersecurity Event, issued NCSAM messages and newsletters to 20,000 recipients, and developed a cybersecurity video featuring U.S. Senator Jay Rockefeller. Collateral Daily Social Media Status Updates (http://staysafeonline.org/ncsam/get involved/social media) 10 Years of NCSAM Info graphic (http://staysafeonline.org/ncsam/resources/10th anniversarynational cyber security awareness month infographic) Botnet Fact Sheet (http://staysafeonline.org/ncsam/resources/botnet fact sheet) STOP. THINK. CONNECT. Safety & Security Tips On The Go (http://staysafeonline.org/ncsam/resources/safety and security tips on the go brochure) International Mobile Safety tips (www.stopthinkconnect.org/international mobile safety tips) STOP. THINK. CONNECT. Online Safety Quiz (http://staysafeonline.org/ncsam/resources/stopthink connect online safety quiz) Videos from our STOP. THINK. CONNECT. Online Safety School Assembly with Nev Schulman from MTV s Catfish (http://stopthinkconnect.org/online safety school assembly with nevschulman) Six new STOP. THINK. CONNECT. Posters: (www.stopthinkconnect.org/resources) 2013 NCSA/PayPal National Online Safety Study (http://staysafeonline.org/ncsam/resources/) 2013 NCSA/Raytheon Preparing Millennials to Lead in Cyberspace (http://staysafeonline.org/ncsam/resources/) Selected Activities by NCSA Board & STOP. THINK. CONNECT. Messaging Convention Members ADP Co hosted the second Small Business Summit on Security, Privacy and Trust at William Paterson University in Wayne, N.J. on Oct. 30. Assisted in the planning of the National Cyber Security Awareness Month and the Business Security Summit Launch event in Omaha. Attended the NASDAQ Opening Bell Ceremony. Wrote an article that appeared on the employee portal (~60,000 global employees) on 10/1 to announce NCSAM and its 10 th anniversary and ADP s partnership with the NCSA and the importance of security awareness. Internal video which will discuss the importance of NCSAM, offer NCSA website as a resource and discuss security at ADP, featuring our CEO and CSO. 7

8 AT&T We have listed the NCSA as a resource for more information regarding online safety for a family online safety webinar and brochure that we are planning for late September. ADP employees plan to visit schools in our communities to spread the word of online safety using the NCSA as a resource as well as using STOP.THINK.CONNECT. materials during the presentations as well. Attended the National Cyber Security Awareness Month Launch event in Boston. o NCSA Board President Chris Boyer participated in the panel discussion. Created a National Cyber Security Awareness Month campaign page on AT&T s Intranet Had an NCSAM table at six corporate events (Sao Paolo; Dallas; Southfield, Mich.; Alpharetta, Ga.; Tampa; San Diego) and distributed online safety brochures and microcloths with the NCSAM Intranet URL. Posted three training modules (called Teaching Moments) on the NCSAM Intranet URL, addressing Careful What You Click. These were advertised through the corporate wide newsletter, The Insider and News Now. Distributed two corporate wide security awareness messages via The Insider and News Now. Provided AT&T Learning Services with a video message from AT&T CSO Ed Amoroso, which will be incorporated in the new Corporate Compliance training course on Security and Privacy, among other topics. Created six unique animations that displayed on the authentication button for the corporatewide logon. This logon is experienced by just about every employee each week, when they enter their time reporting, and for many other corporate wide systems. Distributed and displayed security awareness posters at approximately 140 AT&T corporate locations. Distributed two internal security training sessions via AT&T s security video platform (called tawkster), one on Cloud Security and one on DDoS. Participated in all five #ChatSTC Twitter chats for the month. Bank of America Attended the National Cyber Security Awareness Month Launch event in Boston. Comcast Participated in the D.C. Launch of National Cyber Security Awareness Month at McKenna, Long and Aldridge. Displayed a pop up message to all Comcast ConstantGuard users announcing October is National Cyber Security Awareness Month. Updated the Comcast Parental Control website with answers from Dr. Michael Rich on parental controls and smart media decisions. Participated in an NCSAM FCC forum on safe Internet tips for teens. (Note: The event was actually held in November due to the federal government shutdown.) EMC/RSA Attended the National Cyber Security Awareness Month Launch event in Boston. o RSA Executive Chairman Art Coviello spoke on behalf of industry at the launch event. 8

9 Organized three Disney Download STOP. THINK. CONNECT. online safety presentations at three middle schools in the Boston area and reached more than 600 students. o Each student received a STOP. THINK. CONNECT./RSA co branded cinch sacks that contained a STOP. THINK. CONNECT. tip sheet for parents and kids to review at home. RSA/EMC Global Security Office organized C SAVE volunteer efforts for employees worldwide and organized an internal campaign for employee cyber awareness. ESET Hosted its annual fall symposium, Cyberfest 2013, in San Diego, Calif., on Oct. 10 in conjunction with the Securing Our ecity Foundation. Produced a series of STOP. THINK. CONNECT. branded PSAs that aired on NBC affiliates in the San Diego area from October 2013 through January ESET North America CEO and NCSA Board Member Andrew Lee attended the NASDAQ Opening Bell Ceremony and participated in the closed door, invitation only roundtable discussion and luncheon panel discussion. Participated in the Cybercrime & Critical Infrastructure #ChatSTC Twitter chats. Facebook Sponsored the livestream of the National Cyber Security Awareness Month Launch event in Boston on Facebook Live. Held Hacktober, a month long event in October that featured a series of simulated security threats attacking staffer computers to see who would fall for them and who would report the issues. Held a Live Q &A with NCSA Board Member and Facebook Chief Security Officer Joe Sullivan in honor of NCSAM on Oct. 28. Created a tip sheet highlighting how security is incorporated into users Facebook experience: Google Posted daily online safety tips on social media platforms. o Created a Google+ album devoted to NCSAM, which featured shareable icons with online safety tips. Tweeted an announcement about October being National Cyber Security Awareness Month on October 1 using the #ncsam hashtag, which resulted in more than 23 million impressions. Intel Created a campaign in honor of NCSAM called Life Hacks. LifeHacks aimed to get people to come up with and share their favorite lifehacks, which are tips/tricks aimed to make life easier and more productive. The goal was to teach people how to be unhackable. Intel also gave away prizes during this initiative. Leidos (a new division of SAIC) Organized the third annual Maryland Cyber Challenge, with the help of SAIC, the University of Maryland Baltimore County, NCSA, the TechCouncil of Maryland and Maryland Gov. Martin O Malley s office to encourage kids to pursue a career in cybersecurity. 9

10 McAfee Sponsored a STOP. THINK. CONNECT. Online Safety School Assembly with NCSA, McAfee Chief Privacy Officer Michelle Dennedy and our special guest, Nev Schulman, host of MTV s Catfish. We spoke to nearly 500 high school students at the Gertz Ressler High School in Los Angeles, Calif. We discussed various online safety issues and covered STOP. THINK. CONNECT. tips like Own Your Online Presence, Protect Your Personal Information, Be a Good Online Citizen, etc. Full coverage of the school assembly is available at: safetyschool assembly with nev schulman Gave a STOP. THINK. CONNECT. presentation to middle school students at the Richard Merkin Middle School in Los Angeles, Calif. Held 47 STOP. THINK. CONNECT. online safety events throughout NCSAM and reached 9, 811 people. Wrote a blog about the 10 th anniversary of National Cyber Security Awareness Month and included online safety tips. Participated in the Mobile & On The Go, #ChatSTC Twitter chats. Microsoft PayPal Attended the National Cyber Security Awareness Month Launch event in Boston. o NCSA Board Member and Microsoft Chief Online Safety Officer Jacqueline Beauchere moderated the panel discussion during the launch. o Live tweeted the event from handle. Blogged about NCSAM and online safety issues in the Microsoft On The Issues Blog. Participated in the Cyber Education & Next Generation of Cyber Leaders #ChatSTC Twitter Chat. Ran a month long advertising campaign on YouTube promoting the STOP. THINK. CONNECT. PSAs, which resulted in 673,000 impressions. Used the Official 2013 NCSAM Champion badge on the Microsoft website and used the icon as a rotating ad on the Microsoft Security page. Updated Twitter banner and Facebook cover photo to include STOP. THINK. CONNECT. and NCSAM logos. Tweeted from handle using the #ncsam hashtag, which resulted in more than 7 million impressions. o Actively re tweeted, shared, and liked NCSA and STOP. THINK. CONNECT. s social media status updates throughout the month. Worked with NCSA to release the 2013 NCSA/PayPal National Online Safety Study. Participated in the #ChatSTC Mobile & On The Go Twitter Chat. Symantec Produced a STOP. THINK. CONNECT. PSA that aired on NBC affiliates in the San Francisco Bay Area Oct. 28 Nov. 2. Sponsored a Satellite Media Tour focusing on cybersecurity for small businesses with NCSA Executive Director Michael Kaiser and Symantec s Marian Merritt. 10

11 Organized the NetImpact 2013 Conference and NCSA Executive Director Michael Kaiser participated in a panel. Trend Micro Held a series of Be the Security Super Hero sessions across the country geared toward educating small business owners on cyber threats and emerging digital crimes. Wrote a blog about NCSAM and online safety issues. Verizon Attended the National Cyber Security Awareness Month Launch event in Boston. Wrote a blog about NCSAM and online safety for the Verizon Wireless News Center. Visa Hosted the 2013 Visa Global Security Summit, Responsible Innovation: Building Trust in a Connected World in Washington, D.C., Oct. 1 2 Donated printed and mobile ad space for STOP. THINK. CONNECT. and NCSAM in the 2013 Visa Global Security Summit program and website. Participated in the Cyber Education & Next Generation of Cyber Leaders #ChatSTC Twitter Chat. 11

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