Borrowing Brilliance: What Security Awareness and Training Should Steal from Marketing

Explore how Security Awareness & Training (SAT) can evolve by integrating marketing tactics. Learn to craft targeted, emotionally resonant messages that boost engagement, create a compelling security culture brand, and utilize analytics for impactful training programs. This session will guide SAT professionals in adopting marketing's innovative approaches to enhance cybersecurity awareness and behavior within organizations, ensuring security becomes a core component of the corporate identity.

Contact info & supporting links available at: https://hotels-dress-cnc.craft.me/MLwbtsA02Ubu0K

Transcript

1. Borrowing Brilliance: What Security Awareness and Training Should Steal from Marketing
2. What would you like to ‘steal’ from marketing?
3. WHY MARKETING?
4. L&D and Marketing share a common goal
5. How to get people's attention and help them think and act in new ways.
6. DIFFERENT APPROACHES
7. How trainers sell hamburgers
8. Why You Should Buy Our Hamburgers: • They taste really good • We make them any way you want • We make them fresh • They are inexpensive • We have free kids toys • We have restaurants in lots of places
9. How marketers sells hamburgers
11. What is the difference? Why do we do it differently?
12. 3 Things We Should Steal From Marketing
14. Speak to the Primal Brain
15. Speak to the Primal Brain Branded Campaigns
16. Speak to the Primal Brain Branded Campaigns Be Data-Driven
17. Marketers Speak To: The Primal Brain
18. 2 Types of Thinking
19. System 1 & System 2 Thinking “Thinking Fast and Slow” by Daniel Kahneman
20. Marketers speak to the Lizard Brain System 1 operates largely unconsciously and automatically System 2 requires conscious effort and control
21. CONSCIOUS ______________________________ LOGICAL
22. CONSCIOUS ______________________________ LOGICAL SUBCONSCIOUS _______________________________________ EMOTIONAL
23. CONSCIOUS ______________________________ LOGICAL SUBCONSCIOUS _______________________________________ EMOTIONAL
24. CONSCIOUS ______________________________ LOGICAL SUBCONSCIOUS _______________________________________ EMOTIONAL Older Dominant Always On Automatic Newer Weaker Tires Easily Effortful
25. CONSCIOUS ______________________________ LOGICAL SUBCONSCIOUS _______________________________________ EMOTIONAL 11,000,000 bits/second 40 bits/second
26. WOW!
27. >95% of brain activity is SUBCONSCIOUS https://brandtrust.com/blog/system-1-thinking/
28. We don't think as much as we think we think!
29. SUBCONSCIOUS MIND
30. SUBCONSCIOUS MIND Supercomputer loaded with a database of programmed behaviors https://www.brucelipton.com/resource/interview/romp-through-the-quantum-field
31. most are acquired by the time we are 6 YEARS OLD
32. WHOA!
33. How would you design differently for a 6-year-old?
34. Which of those things do you NOT like?
35. Subaru makes safe cars
37. REMEMBER: OUR LOGICAL MIND IS NOT IN CONTROL OF OUR ACTIONS
38. Marketers tell an emotional story…
39. VIDEO
41. Which is more impactful? A B Attention getting? Efficient? Memorable? Emotional?
42. "When dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion." Dale Carnegie
43. Marketers Work On: Branded Campaigns
46. Aligns with learning science like spaced learning, etc
47. Email marketing tools are great for this!
50. Visual Branding
51. Brand Character
52. “The Guard”
53. Wow, that guy is amazing! Is he in any other trainings, even if it's something totally different? I'd love to see more of him! Protect the Protectors I love ‘The Guard’ guy!
54. Branded Campaigns Personification giving it a human face and personality Emotion helps capture attention & create an emotional connection which makes it more relatable and memorable Multi-channel Flexibility & consistency across various channels & formats
55. Actionable Data! BONUS
56. Marketers Are: DATA-DRIVEN
57. New Hires & Phishing Tests
58. A/B Testing Nothing 5 short weekly emails with phishing information Group A Group B
59. New associates who got the onboarding campaign were more likely to report phishing attempts
60. A/B Testing Group A Group B
61. Email Marketing Analytics
65. Speak to the Primal Brain
66. Speak to the Primal Brain Branded Campaigns
67. Speak to the Primal Brain Branded Campaigns Data Driven
68. Thank you
69. Questions Contact & related info