Friday5: Communicate A Cybersecurity Breach Online

In a year filled with constant reminders of significant cyber-attacks, cybersecurity is quickly becoming a principal risk for organizations across all industries, sectors and geographies. In 2014, cybersecurity breaches have increased by 48 percent, showing the growing risk around potential attacks.

One of the side effects of the increase in attention is that many organizations are moving beyond categorizing cyber-related risks as solely the responsibility of IT or security teams. CEOs, boards and communications teams are demanding greater levels of preparedness, training, response capabilities and protocols.

Unfortunately, you can’t plan how to communicate online for every cybersecurity scenario, but it is possible to prepare – and test – responses and processes.

Here are five key digital areas that organizations should keep in mind before, during and after a cybersecurity breach.

1. Create an online hub

All official information that a business publishes during and after a security breach needs to be easily located and visible online. Organizations should prepare an online hub that holds all necessary resources. This hub can take the shape of a “dark site” to use only in emergencies, a microsite or a designated section on a current website. Hubs typically need to serve as a repository for statements made by the organization, FAQs, information about credit monitoring and links to additional resources. The tricky part of these types of resources is that activation time is of the essence. The moment a breach is disclosed, organizations may only have a few hours to respond.

2. Determine social media engagement

Decide how to communicate (or not) on owned social media channels. Creating a streamlined approach with clear guidance on what information will be pushed through social channels will help align expectations for community managers. Social media channels are the closest point to your customers. Therefore, any official communication must be paired with a cohesive engagement strategy to answer questions, help alleviate concerned customers, address hostile critics or trolls and navigate potential litigation. One of the most important components to an engagement strategy are protocols on when NOT to post to social channels. Organizations can also just pick the most appropriate social channels to use.

3. Anticipate the message

The Internet will be flooded with third-party articles, opinions from experts and a spike in brand conversation through social media. This clutter of information can be easier to manage by anticipating stakeholders’ questions and concerns. This will help maintain the view that the organization is a victim of a crime and operating efficiently in its response. This preparation will also help with the overall search engine optimization (SEO) of the organization when stakeholders’ search for answers online.

4. Be mindful of content

Be mindful of new threats to stakeholders. While most stakeholders will be searching the Internet for answers to various concerns such as liability of fraudulent charges and credit monitoring, scammers may take advantage of potential vulnerabilities with email, harmful links and phishing scams. Organizations should be investigating, reporting and communicating about damaging content to all stakeholders, as appropriate – this starts with being mindful of links that the organization includes in its own email correspondence.

5. Analyze data and monitor online

As a business is addressing the concerns, questions and complaints of customers, be mindful of who exactly needs to be reached. It is critical to set benchmarking data in advance of a breach to determine spikes in traffic to any owned property online of a business. During a breach, a business can determine traffic sources to a website. That data will determine the proper monitoring strategy of traffic drivers to a website, and social channels to keep tabs on during a breach for any new information.

How does your organization prepare for a cybersecurity breach?

This post was written by Dan Webber and Tatiana Posada.

Snapchat rolls out first ad and Facebook launches new Room app

Snapchat rolls out its first ad, Facebook launches a new Room app and more of the latest digital news.

Snapchat Freaks Out Users with First Ad for ‘Ouija’

Snapchat has rolled out its very first ad, which took the form of a 20-second trailer for the upcoming horror film, Ouija. Though Snapchat previously alerted users that ads were coming, the movie trailer caught many people by surprise and was received with mixed reactions.

Facebook Launches Rooms App for Anonymous Sharing of Interests

Facebook’s latest iOS app, Rooms, brings people together around common interests. Consisting of a feed of photos, videos and text, the app allows users to create pseudonyms (think: screen names) to connect and collaborate with folks from all over the world. Popular topics so far include beat boxing, home-cooked meals and more.

Socialbakers Bakes its Data Analytics Down to a Social Health Index

Launched late this week, the Social Health Index is a high-level analysis of a brand’s social standing. Currently limited to Facebook, Twitter and YouTube, the index includes almost all of Socialbakers’ 180+ metrics including acquisition and retention, enabling Brands to analyze the social performance of themselves and their competitors.

Vine’s Stars are the Best Part, And Now You Can Follow Whole Channels of Them

This week Vine introduced two new updates to improve their offering on iOS. The first update allows users to take a video with the native iPhone camera and share to Vine without having to open the Vine application first. Secondly, users are now able to follow Channels, such as Comedy or Music, and receive updates directly in their feeds.

Friday5: Cyber Security Month: Communicating a Breach

According to a recent survey by USA Today, nearly a quarter of Americans have stopped buying online due to fear of security breaches. As the frequency of privacy-related issues escalates, consumer demand for transparency regarding how their information is being used has followed suit.

In honor of Cyber Security month, this newsletter is focusing on the firm’s data security and privacy practice, an integrated team of public affairs, corporate and crisis professionals throughout the network.

Here are some examples of both watch-outs and best practices in the wake of a data breach. No matter the company or organization, it is important that the following tips are kept in mind when preparing for, or experiencing, a security breach.

1. Be prepared

The speed and care with which a company addresses the interests and concerns of its customers will dramatically impact stakeholder and influencer perceptions, the tone of media coverage and the media lifecycle of the issue. Whether it’s preparing content and messaging for a dark site in advance, or planning the lines of communication internally in the case of emergency, thorough preparation will help to ensure the company can be the earliest and most accurate source of information for customers.  In addition to preparing communications for reactive response, it is crucial that a company show proactive intent to resolve issues regarding data security, and show an effort to remain up to date and informed on the latest industry wide efforts and initiatives. Organizations such as the Responsible Information Management (RIM) Council and National Retail Federation are increasingly vocal on the issue and could be a key ally in the wake of a data breach.

2. Be forthcoming, but don’t say what you don’t know

Transparency and promptness are key in data breach communications. Oftentimes following a data breach, companies attempt to accommodate demands for more information – whether it’s the source of the compromise or the number of affected individuals – failing to recognize that data-security incidents inevitably have many twists and turns as malware and hackers become more sophisticated.

3. Demonstrate a Bias For Action

In the early stages of a data breach, it is crucial to reassure the consumer by focusing initial messages on the steps being taken to investigate and resolve the issue. Providing resources for consumers, such as offering free identity protection services or providing credit monitoring to any customers who used their cards at your store, helps to shape the overall story surrounding the issue.

4. Pay attention to where you communicate – and who you communicate with

The method of communication that companies use to share news of a breach are nearly as important as the message being delivered, and can impact the tone of media coverage.  For example, at the onset, Target was criticized for using a too-small-to-see website banner to make customers aware of their data breach. However, after some particularly targeted gossip coverage attacked Target’s corporate culture following the breach, Target CMO Jeff Jones took a two-way engagement approach, speaking more directly to consumers through a transparent and thoughtful response on LinkedIn regarding the overarching tenor following the crisis.  His openness and relatable message was met with praise.

5. Get a little outside perspective

The unfortunate reality of a data breach is that company leadership is going to share the blame. Regardless of the amount of control that was executed by leadership over the breach and its effects, bringing in external resources and introducing new leadership roles in the wake of a security breach is often necessary to restore trust in the organization. Whether it’s new roles in the company or third party counsel in the event of a payment-card breach, it is crucial to examine the potential reputation perceptions that can be affected by bringing in new perspective. In Target’s case, introducing outside leadership for the first time enabled the company to be perceived by media and other key stakeholders as being “on the road to brand recovery” and indicated the company recognized that change was required to correct past deficiencies.

Hackers are getting smarter. Is your brand prepared?

For more information on Edelman’s Data Security and Privacy capabilities, please visit http://www.edelman.com/expertise/data-security-privacy/

Friday5: Hispanic Heritage Month: The Digital Trailblazers

September 15 through October 15 was Hispanic Heritage Month in the U.S. This is the final article in the Friday5’s Hispanic Heritage Month series. Find all the articles diving into the Hispanic community’s digital trends at EdelmanDigital.com.

U.S. Hispanics are ahead of the curve when it comes to digital media. They lead in adoption of new devices. They are power users of mobile and over-index in video consumption. The U.S. Hispanic community is a vastly underserved market, and the opportunities to reach them through digital remain largely untapped.

With a population of over 50 million and a buying power of over $1 trillion, Hispanics are a coveted—and growing—audience for marketers to target. Hispanic consumers are on the web, and they’re setting trends in digital media. Let’s look at how brands can reach the Hispanic community with digital media.

1. Be Mobile

According to a Nielsen study, among smartphone owners, Hispanics are 17 percent more likely than non-Hispanics to access the Web through their phone vs. through a computer. They’re also more likely to upgrade or replace their mobile headsets and buy tablets. A lot of that video watching happens on mobile, as smartphones are becoming the “first screen.” Nielsen states that 10 million Hispanics watch mobile video for an average of more than six hours per month.

When it comes to mobile, figure out your mobile-centric use cases, create mobile-first destinations, drive ROI and branding in mobile-specific ways and integrate mobile prominently into multi-screen campaigns.

 2. Use Video

Two brands that have taken this lesson to heart are Universal Pictures and CoverGirl. Universal Pictures has a dedicated Latino channel on YouTube where it distributes custom spots, featurettes, clips and content. CoverGirl sponsors Becky G, a Mexican-American singer/dancer who has a huge following on YouTube among U.S. Hispanics.

3. Connect and Engage With Cultural Relevancy

Constantly connected consumers are influential ones—spreading ideas, culture and content. The Hispanic audience is very connected. Brands can make great use of digital media to connect with this audience. The key is to create culturally relevant experiences that resonate with these consumers.

An example of this is Starbucks “Noches Culturales” (Cultural Nights). Starbucks*, in partnership with the Edelman Multicultural team, helped the brand engage with the Hispanic community.  The program included a series of in-store concerts, highlighting local Latino musicians and giving them a platform for discovery and engagement with their fans.

4. Speak to Their Culture 

Language isn’t enough. To really speak to Hispanics, you need to be culturally relevant. Take, for example, Universal Pictures’ Despicable Me 2. Universal found a way to extract storylines, show relevant talent, use music and use the Spanish language when appropriate—all ways to help make the film attractive and culturally relevant to Hispanic audiences.

 5. Give Them Choices—más opciones

Too often, marketers think they’re reaching U.S. Hispanics by simply translating ads and websites into Spanish. The truth is, this audience is diverse and often bilingual. Through digital, marketers don’t need to take a one-language-fits-all approach—and they shouldn’t, because there is a big opportunity to reach these consumers in both languages. Let the users pick which language they prefer.

Mattel is adopting this approach, creating bilingual versions of its campaigns. Last year, it launched a cross-brand Hispanic-targeted holiday campaign, “Toy Feliz,” which included a bilingual website.

How have you seen the Hispanic community influence digital media?

*An Edelman client

Facebook launches hyper-local ads and Pinterest promotes “Pin Picks”

Facebook gets hyper-local with ads, Twitter promotes partner content through “Pin Picks” and more of the latest digital news of the week.

Facebook Launches Hyper-Local Ads Targeted To People Within A Mile Of A Business

This week, Facebook launched hyper-local advertising, allowing advertisers to target ads to people who live or have been within a specific distance of their business. This new ad offering also includes a button that will launch a mobile map app to provide directions to the business. This new “Local Awareness” ad feature will be available in the US for business owners in the next few weeks and globally within a few months.

Pinterest Curates Its Own Content With Weekly Collections Called “Pin Picks”

Pinterest has launched a new weekly collections space called Pin Picks. Pins will be aggregated under the official Pinterest account, sourced from select content partners including eHow and YouTube star Michelle Phan. Pin Picks offers convenience for new pinners looking for content or people and boards to follow.

Ads Are Coming Soon to Snapchat, CEO Evan Spiegel Says

Advertisements are officially a go, as announced yesterday by Snapchat CEO Evan Spiegel. Located within the Stories feature, users have the option to look at or skip these ads, while normal snaps directly between two friends will remain uninterrupted. Although competing social networks collect large amounts of user information for ad-buys, Snapchat will only release non-targeted ads.

New Ways to Engage with Who’s Viewed Your LinkedIn Profile

LinkedIn launched a new addition to the “Who’s Viewed Your Profile” feature, allowing users to better understand the impact of their actions within LinkedIn communities. The feature offers insights graphs that outline how many business leads were earned after a user joined an industry group. These added insights link personal activity to relevant profile views, an improvement for both individuals and brands.

Friday5: 2014 Hispanic Heritage Month: The Hispanic Mobile Community

September 15 through October 15 is Hispanic Heritage Month in the U.S. During the next two weeks the Friday5 will focus on the digital trends regarding this influential and growing audience.

Hispanic consumers are not only the fastest growing demographic in the U.S., they are also leading growth in the ownership of mobile devices. According to Nielsen’s recent Digital Consumer Report, 72 percent of U.S. Hispanics own smartphones. According to BIA/Kelsey’s Consumer Commerce Monitor study, Hispanic consumers also spend more time using mobile devices and are more likely to use those devices for local shopping. Here is some key insight to consider when designing multicultural marketing strategies for mobile campaigns.

1. Hispanic Gen Xers Lead in Daily Tablet Usage

U.S. Hispanics own tablets at a higher rate than the general population and Hispanic Gen Xers are leading the way. According to a recent PricewaterhouseCoopers report, nearly two-thirds of U.S. Hispanics between the ages of 35 and 49 use a tablet every day, making them the leaders in daily tablet content consumption.

2. Latinos Lead U.S. Smartphone Use

According to a Nielsen report, Hispanics are purchasing smartphones faster than any other group of consumers. The report shows that 72 percent of Hispanic adults own smartphones, which is approximately 10 points higher than the national average. Nearly half of the Hispanic consumers surveyed in the report said they planned to upgrade to new devices within the next six months, which is a reflection of their willingness to adopt new technology.

3. Hispanics More Likely to Use Social Apps and Text

A PricewaterhouseCoopers’ report found that 74 percent of US Hispanic mobile phone users used apps to access social media at least once per week, compared to 73 percent for non-Hispanics. U.S. Hispanics were also more likely to communicate on a weekly basis via text messaging. Ninety-six percent of U.S. Hispanics used text messaging on a weekly basis compared to 92 percent of non-Hispanics.

4. Why Pandora is Booming with Hispanic Users

According to ComScore, Pandora was the No. 1 music streaming service for Hispanics for the month of June. Hispanics accounted for 25 percent of Pandora’s 76.4 million actively monthly unique visitors (MUV’s), which represents approximately 19 million Hispanic MUV’s. According to Experian’s 2014 Market Overview report, Hispanics are 17 percent more likely than non-Hispanics to access the Internet through their phone than a computer. In a move that recognizes this trend, iHeartMedia announced it will produce its first-ever Latin music festival in partnership with Live Nation. iHeartRadio Fiesta Latina is set to take place Nov. 22 at the Forum in Los Angeles and will feature performances by Ricky Martin, Daddy Yankee and many others. iHeartMedia’s music streaming company iHeartRadio is Pandora’s direct competitor.

5. US Hispanic Millennials More Receptive to Mobile Ads

According to an Experian report, U.S. Hispanic Millennials: Bridging Cultural and Technology Gaps, Hispanic millennials are more receptive to mobile advertising compared to their non-Hispanic counterparts.  The study found that 18.7 percent of Hispanic consumers ages 18 to 34 were open to receiving ads on their mobile devices as compared to 8.5 percent of non-Hispanics in the same age group. 40 percent of Hispanics in this age group preferred to receive mobile ads in both English and Spanish.

What tips do you have for targeting the Hispanic mobile community?

This post was written by Melissa Quinones, Yocasta Shames & Will Ayers

Facebook re-launches Atlas and Twitter’s Social Media Lab

Facebook re-launches ad platform Atlas, Twitter invests in MIT social media lab and more of the latest digital news of the week.

Facebook Re-Launches Ad Platform Atlas

On Monday, Facebook rolled out its completely re-built ad platform, Atlas. Previously, Facebook used cookies to track the most visited websites so it could show targeted ads once users returned to Facebook.com. Now, Atlas will allow marketers to tap Facebook’s user data and direct ads to people on thousands of other websites and mobile apps outside of the platform.

8 Famous Photographers worth Following on Instagram

Whether you’re managing an Instagram account for a client, or just looking for some inspiration, Mashable shares eight famous photographers that are worth checking out to get your creativity flowing.

Google Is Bringing More Brand-Friendly Ads to Mobile

Earlier this week, Google announced four new ad units specifically designed for mobile devices. Three of the new ad units are interstitial, meaning they display before the expected content page, and will take up the majority of the user’s mobile screen. Google also plans to expand access to their mobile TrueView video ads that were previously only available to gaming apps in their AdMob in-app ad network.

Twitter to Give All Tweets, $10 Million to New MIT Social Media Lab

Twitter is diving deeper into research to better understand the role that Twitter and other social platforms play in the way that people communicate through the funding of an MIT lab. The social media giant will be spending $10 million over five years for this newly announced initiative, and will provide uninhibited access to all of its tweets dating back to the platform’s birth. This news follows Twitter’s release of all public and historical data to a handful of research institutions back in April.

Friday5: 2014 Hispanic Heritage Month: Tailoring Paid Campaigns to Reach Hispanics Online

September 15 through October 15 is Hispanic Heritage Month in the U.S. During the next two weeks the Friday5 will focus on the digital trends regarding this influential and growing audience.

“Pay-to-play” has become the defining phrase in digital communications over the past few years, and it’s even truer when trying to reach the multicultural audience. As paid promotion becomes increasingly important online, here are a few tips to ensure you optimize your next paid media campaign to reach the Hispanic community:

1. English vs. Spanish

The Hispanic community is becoming increasingly bilingual – primarily Spanish and English – and their online habits reflect this trend. Nearly three-fourths of U.S. Hispanics speak Spanish at home, yet 45 percent of Hispanic Millennials prefer to browse in English. Many paid distributors allow targeting based on browser language setting, so consider targeting both English and Spanish browser settings in your next campaign – regardless of whether the content is Spanish or English.

2. Mobile vs. Desktop

More than any other community, Hispanics connect using mobile devices – namely smartphones. They browse social networks, read news and stream video all from their phones, so it’s essential that your online campaign is designed to have mobile reach. That means if you’re creating digital assets for a campaign, make sure they are mobile optimized; and incorporate mobile targeting in your paid media plans.

3. Online Video vs. Television

Beyond heavy mobile use in general, Hispanics watch disproportionately more video on their phones. On average, Hispanics spend eight hours each month watching online video, compared to 6.5 hours a month for the average American. Short form videos (3-minutes or less) are increasingly popular among this audience and surpassing television viewing for the younger Hispanic generations. As part of your next Hispanic-focused program, consider incorporating shareable video as owned content or creative for a targeted paid campaign.

4. Micro-targeting vs. One-Size-Fits-All

“Hispanic” cannot be used as a blanket term. Hispanic men differ from women, Hispanic youth differ from older generations, and Hispanics in California may differ from those in Miami in how they use the Internet and the type of content they consume. Therefore, micro-targeting across demographics is essential. Craft tailored messages for specific audience segments and do not be afraid to experiment with new platforms to reach different groups within the Hispanic community.

5. Test and Test Again

Statistics are great, and they lead to audience insights that we cannot always gather first-hand. However, at the end of day, testing is the only way to know what truly works on a case-by-case basis. Plan your digital campaigns to be flexible, so you can test and tailor key messages and delivery of your ads. Experiment with new creative and different platforms to see what performs best and, ultimately, fulfills your campaign goals.

What tips do you have for targeting the Hispanic community online?

Twitter targets movie buffs and Facebook extends reach with new advertising platform

Twitter-targeted ads for movie buffs, Facebook’s new advertising platform and more of the latest digital news.

Twitter Targeted Ads for Movies

Twitter will begin offering ads specifically for movies, targeting audiences based on users’ past tweets. For example, if a user tweeted about the first movie of a series, Twitter would subsequently target that same person for the sequel. From extensive internal research, the social platform was found to be a major influence in movie choices; users are likely to watch a movie based on news and feedback shared on Twitter. According to Twitter, beta testing will begin in the coming months.

Facebook Extends Reach with New Advertising Platform

In an effort to challenge Google in the advertising space, Facebook is preparing to launch a new advertising platform next week. Possibly stemming from its Atlas purchase from Microsoft in 2013, this platform is designed to help marketers further understand what their audiences are seeing both on Facebook and off.

Ello, Ello? New ‘No Ads’ Social Network Ello is Blowing Up Right Now

Originally launched in March, Ello is receiving lots of love as an ad-free, LGBT-friendly social platform. The big difference from larger platforms is its invite-only requirement and users have the option of opting out of analytic tracking during usage. According to recent reports, Ello is receiving anywhere from 4,000 to more than 30,000 requests an hour from folks eager to join the platform.

How Social Media is Reshaping News

With almost 5,000 digital news sector jobs now, the online front is a growing forum for the latest news. Find out more about the relationship between news and social media, based on research by the Pew Research Center.

Friday5: 2014 Hispanic Heritage Month: Latinos and Social Media

September 15 through October 15 is Hispanic Heritage Month in the U.S. During the next three weeks the Friday5 will focus on the digital trends around this influential and growing audience.

Latinos make up 80 percent of active users on social media, surpassing the non-Hispanics by 10 percent, according to a Pew Research Center’s Internet Project. In order to connect with this burgeoning community, it is extremely important to be culturally relevant and consistent. The bottom line is that they need to know that brands understand and value them to drive engagement and sales.

Here are a few social media channels that your brands should be engaging this community with:

1. Twitter

In a Pew Hispanic Center survey, about 58 percent Latino Internet users on social networking sites like Twitter. Latino users are looking for a way to engage in a two- way conversation with brands. The platform has some of the highest brand-to-consumer engagement which ultimately drives to sales.

2. Facebook

Facebook has seen the importance of connecting brands with the U.S. Hispanic community and developing a market strategy to serve agencies and advertisers and help them target this community. The strategy plans to create an online social engagement platform which embraces their feedback and flows into the brands innovation pipeline.

3. Tumblr

Tumblr serves 2.3 million unique Hispanic visitors monthly and, at least online, it rivals the likes of Univision.com, terra.com and MNS Latino. Nielsen notes that among the top social networks in the U.S., Tumblr has the highest concentration of Hispanic visitors.

4. YouTube

Over-indexing in video consumption, YouTube presents the opportunity to create content that represents and connects the Hispanic community. A production company, MITU, has gone from making television programming to developing a whole network geared toward Hispanic-Americans. It’s a multi-channel network that has assembled the largest collection of Latino content creators on the Web and has become one of the largest media companies providing digital content to the Latino market globally. Now in 2014, the network has four channels and over six billion views.

5. Instagram

According to Pew Research Center study, Latinos are more likely to use Instagram than other groups. Some ways that brands can connect with this demographic on social channel is by focusing on healthy lifestyles and celebrating Hispanic culture.

Is your brand incorporating social media an integral part of its Hispanic marketing strategy?

This post was written by Fabiola Nunez, Melissa Quinones, & Yocasta Shames

Image credit: Al_HikesAZ

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