CHIEF MARKETING OFFICER

ENHANCING THE CORPORATE CYBERSECURITY BRAND AND REPUTATION

For the CMO who wants to own the future, never allowing the company to suffer a cyber crisis.

Like you, we don’t rely on Google Alerts or trolling through just the top social media platforms. Instead, we use top tools like Meltwater, Brand24, and Brandwatch to really see and measure the true cybersecurity brand and reputation. We do this because we know how critically important it is to understand the brand sentiment, managing it appropriately.

Our objectives here are to build the right queries that are deeply focused on your cybersecurity program, fine tuning them daily, then giving you the actionable coaching and content that will have real positive impact.

Without question, the majority out there will seek to build themselves up by tearing you down. Or to put it another way, they will be dining out on your misfortune. That is, if you let them.

Do you know who your cybersecurity influencers are out there? If you ask the cybersecurity team, they will collectively likely say it’s someone like Brian Krebs or Bruce Shneier. Those are good educated guesses. But they are also generally not their top influencers. Also, they will change, sometimes greatly, before, during, and affter a breach.

Knowing who your key influencers are is also ony a piece of the puzzle. The bigger challenge is how do you positively maintain and build them before a breach occurs. Otherwise, contacting them only after a breach is every bit as obvious as that person who ignored you for years on LinkedIn but now suddenly wants to be your best friend ever as they are messaging you from the unemployement line.

Example: Using our monitoring tools and insight, we are going to see that one of your influencers is attending the same conference as your CISO, CIO or other key staff and then work to build a face to face connection, just to say hi and thanks.

Content is key, but context is god.

Gary Vaynerchuck

Marketing knows the power of both content and context. With countless pieces of content being created each and every day, it’s a real challenge getting that information seen.

But here’s the thing: your cybersecurity program content doesn’t have to go viral or even be all that “liked”. What is does need is a certain amount of volume. Because should the day come that a security breach needs a response, every blogger, journalist, and media junkie is going to be searching high and low to see what they can learn about your cybersecuriy brand and reputation. If they find nothing, then of course they will fill in the blanks themselves. But if they find that you are all real contributors to the cybersecurity community, their respnse will be tempered.

The content we create for you has no bounds. If there’s a platform that makes sense, we will find it and build the content, with the context, that connects with the readers.

There’s often a bit of a misconception about what it is ZecurityAscent does with social media for our customers, so we will address that right up front:

  • Engagement: We simply don’t do engagement on behalf of our customers. That is, we don’t get access to any social media accounts and then post on anyone’s behalf.
  • Copywriting: Now this, this is what we do! As highlighted on the Content tab here, we write all the cybersecurity marketing copy that the business needs. And then we help you get it out through the various social media platforms. For example, we format any accompanying images so that they are sized just right (square for Instagram, wide for Twitter…), followed by selecting the hashtags that will gain the most traction. Oh, and of course we write the copy as well, often with several options for the individual who will posting them to choose from.

Our goal is to simply utilize social media to its fullest, while using both cybersecurity and marketing talent at the bare minimum. Because you can always make more products and profit, but what none of us can ever make more of is time. And with great talent in short supply, saving everyone’s time is the where our real combined value lies.

The reason there’s a noticable gap between marketing and cybersecurity is that they are clearly two separate areas of expertise. This gap is exactly what ZecurityAscent addresses. And one of the biggest pieces is simply acting as a translator.

The conundrum is when you are sitting there, trying to do your best work to help the brand grow, and some cybersecurity-ish buzzword pops up. Acronyms like HIPAA, PCI, GDPR, NIST Cybersecurity Framework, and SOC 2. Sure, you could start sending emails over to the CISO, CIO, or any number of his/her staff to see what it is and how it fits in the context of your business. Or, you could simply reach out to us, as we will have already assessed which of these apply to your business and can then quickly respond to your needs.

Should either of us need to go deeper with a bit more context, you can bet that we will know who, exactly, we can reach out to in order to get an even more qualified answer. This is about saving time, confusion, and even avoiding dead ends.

YOU CAN’T HACK THE HACKERS.

BUT YOU CAN AND SHOULD HACK YOUR MEDIA.

BECAUSE YOU CAN’T TRUST THE INTERNET COMMUNITY TO TREAT YOUR BRAND KINDLY

 

Learn more at the Cybersecurity Marketing Academy?

On moving up and to the right

As you look through this site, you will notice that most banner images show some movement up and to the right. Even the ZecurityAscent logo does this. It’s hardly by accident or coincidence.

The symbolism is that everything good in business relates to the upper-right. From share prices to Gartner Magic Quadrants, everyone wants to see things forever moving in that direction.

The brand and repuation of the cybersecurity program is no different. The world is largely empathetic and wants to find a reason to cheer for you, especially when you are down. This provides a great opportunity to offer up content that inspires, then keep doing so so that the brand equity increases over time. Achieving this is really just about doing the daily work, generating the clear picture that your cybersecurity program is always trending up and to the right.

This is why ZecurityAscent exists.

If you lose money for the firm, I will be understanding. If you lose an ounce of reputation, I will be ruthless. Warren Buffet

CEO, Berkshire Hathaway

The biggest problem is the destruction of your repuation and your brand. Those are the things that people tend to underestimate, because they are not tangibly quantifiable. Make no mistake, though, repuation and brand erosion are what executives regret the most over time. John Kindervag

CTO | Guest , SecurityRoundTable.org

This is about avoiding a cyber crisis, not responding to one

A great question to ask anyone in marketing or cybersecurity is to show a large company that has handled their cyber crisis response to perfection.

Sadly, it’s not the right question to ask. The real question to ask, is which built an invincible brand in the first place. After all, security incidents will happen. But it’s the ones who built up so much brand equity, especially around their cybersecurity program, that will best survive and be the greatest asset to the business.

This is the call to action for marketing, crisis managers, and public relations firms everywhere. Now is the time to build the cybersecurity brand that will set the standard for how to avoid a cyber crisis in the first place, while greatly benefitting the business as never before in the process.

But it can’t be achieved without the Chief Marketing Officer’s support.

eBook: Elevating Your Brand Repuation