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Leaving our island: a communication and business strategy for a - - PowerPoint PPT Presentation

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Leaving our island: a communication and business strategy for a National CSIRT Christian Van Heurck Coordinator 24 th annual FIRST conference Malta - 17-22 June 2012 Agenda Core idea Case Introduction Techniques & Results

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SLIDE 1

Leaving our island:

a communication and business strategy for a National CSIRT

Christian Van Heurck

24th annual FIRST conference – Malta - 17-22 June 2012

Coordinator

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SLIDE 2 24th annual FIRST conference

Agenda

  • Core idea
  • Case Introduction
  • Techniques & Results
  • Case results
  • Lessons learned
  • Q&A
Malta, 17-22 June 2012 Leaving our island: a communication and business strategy for a National CSIRT 2
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SLIDE 3 24th annual FIRST conference

Core idea

EXPERTISE

is essential

for any

CSIRT service

Malta, 17-22 June 2012 Leaving our island: a communication and business strategy for a National CSIRT 3
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SLIDE 4 24th annual FIRST conference

Core idea

COMMUNICATION

is an

essential service

  • f any

CSIRT

Malta, 17-22 June 2012 Leaving our island: a communication and business strategy for a National CSIRT 4
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SLIDE 5 24th annual FIRST conference

Case introduction

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CERT.be

The federal cyber emergency team

a service of Fedict

  • perated by Belnet
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SLIDE 6 24th annual FIRST conference

CERT.be history

  • Belnet CERT in 2004
  • Grew to 3 FTE (+ Belnet)
  • CERT.be created in 09 / 2009
  • Grown to 8 FTE (+ Belnet)
Malta, 17-22 June 2012 Leaving our island: a communication and business strategy for a National CSIRT 6
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SLIDE 7 24th annual FIRST conference

CERT.be initial assets

  • Part of CSIRT community
  • Contacts with National partners (LE, CERT MIL)
  • Neutrality & Confidentiality
  • Trusted by those who knew us
  • Key role in Belgian Internet landscape
  • Experience in incident handling
  • Specialists
  • Motivated team
Malta, 17-22 June 2012 Leaving our island: a communication and business strategy for a National CSIRT 7
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SLIDE 8 24th annual FIRST conference

CERT.be initial weaknesses

  • Not known by all those needed
  • NREN CSIRT model did not scale
  • Too much focus on technical expertise
  • No real communication strategy
  • Expectations & Ambition
  • Team & budget size
  • No solid contract nor mandate
  • Political situation
Malta, 17-22 June 2012 Leaving our island: a communication and business strategy for a National CSIRT 8
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SLIDE 9 24th annual FIRST conference

Techniques and results

  • CFT to help with communication plan
  • Start in 09/2011 with expert in:
  • start & growth strategy for business
  • marketing ROI
  • corporate positioning
  • product & service positioning

…

  • He knew nothing about a CSIRT
  • He loved this case!
Malta, 17-22 June 2012 Leaving our island: a communication and business strategy for a National CSIRT 9
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Some interesting results

  • CERT.be communication situated on different

levels

  • 3 external levels
  • Brand or corporate = mission, vision
  • Market = segmented with different goals
  • Service = positioning & describing services
  • 2 internal levels
  • Amongst CSIRT community
  • Within Belnet and Fedict
  • Communication is an essential CERT.be service
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Some interesting results

  • CERT.be business definition model
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Which customers are being served? What needs are being fulfilled? How do we fulfill these needs?

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SLIDE 12 24th annual FIRST conference

Some interesting results

  • Value disciplines model (Treacy and Wiersema)
  • Operational excellence
  • efficiency, monitoring & measuring, static portfolio
  • Product leadership
  • R&D, flexible, innovative
  • Customer intimacy
  • large portfolio, structure close to customer, long term
  • Excel in one – threshold for other 2
  • Product leaders
  • Price leaders
  • Customer leaders
Malta, 17-22 June 2012 Leaving our island: a communication and business strategy for a National CSIRT 12
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SLIDE 13 24th annual FIRST conference

Some interesting results

Malta, 17-22 June 2012 Leaving our island: a communication and business strategy for a National CSIRT 13 VALUE axis POWER axis

Cost to serve Price

Laag Hoog Laag Hoog

Core products It’s all about performance and low prices Exclusive services It’s all about innovation Solutions It’s all about ‘value’ Commodity It’s all about ‘choice’ Exclusive: neutrality Exclusive: specialists Exclusive: CSIRT network Cybercrime growing

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SLIDE 14 24th annual FIRST conference

Some interesting results

  • Brand equity profiles for different segments
  • Actual
  • Wanted
  • SWOT & confrontation matrix
  • Corporate ideology, mission and vision
  • KPIs for the service brand CERT.be
  • Reliability
  • Responsiveness
  • Tangibles
Malta, 17-22 June 2012 Leaving our island: a communication and business strategy for a National CSIRT 14
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SLIDE 15 24th annual FIRST conference 10 20 30 40 50 60 70 80 90 Security ¡specialisten Van ¡de ¡overheid Wat ¡doet ¡die ¡organisatie? Technische ¡specialisten Geen ¡amateurs, ¡ professionelen Neutraal Internet ¡beveiliging Betrouwbaar Expertise Goed ¡dat ¡dit ¡bestaat Hoeveel ¡geld ¡kost ¡het? Waarom ¡bestond ¡het ¡niet ¡ vroeger Internet ¡brandweer Maken ¡het ¡internet ¡veilig Cyber ¡criminaliteit ¡aanpakken Zijn ¡jullie ¡politie? Klein Internet ¡aanvallen ¡oplossen België ¡beschermen ¡tegen ¡ cyberaanvallen Wettelijke ¡basis? Zijn ¡onze ¡systemen ¡veilig Fedict 24 ¡op ¡24, ¡7 ¡op ¡7 Administratie Cyberspionage Trage ¡evolutie IT ¡beveiliging Van ¡Belnet Waar ¡bemoei ¡je ¡je ¡mee? Antivirusbedrijf Hackers Spiegelimago

The list goes on …

Malta, 17-22 June 2012 Leaving our island: a communication and business strategy for a National CSIRT 15
  • Brand positioning
  • Image model
  • Image - Mirror image – Wanted – Ideal - Image matrix
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SLIDE 16 24th annual FIRST conference

And on …

Malta, 17-22 June 2012 Leaving our island: a communication and business strategy for a National CSIRT 16
  • Value proposition
  • Product positioning matrix
  • 12-cell matrix: define essential criteria
  • Take action
  • Use opportunity
  • Pay less attention
  • Marginalize attention
  • Positioning
  • Brand structures
  • Endorsed brand structure for CERT.be
  • Communication planning
  • Tactical planning
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SLIDE 17 24th annual FIRST conference

Results produced

  • Communication plan for CERT.be
  • Finished in 10/2012
  • 20 page report
  • 69 page presentation
  • Spreadsheets with planning
  • Presentation to stakeholders
  • Spreadsheet with planning
  • Business positioning
  • Positioning tagline
  • Business definition model
  • Corporate ideology
  • Brand strategy
Malta, 17-22 June 2012 Leaving our island: a communication and business strategy for a National CSIRT 17
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SLIDE 18 24th annual FIRST conference

Results produced

  • Communication strategy for CERT.be
  • Strategic goals
  • Communication goals
  • Target groups
  • Communication goals by target group
  • Operational communication
  • Planning
  • Means
  • Evaluation parameters
Malta, 17-22 June 2012 Leaving our island: a communication and business strategy for a National CSIRT 18
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SLIDE 19 24th annual FIRST conference

Case results: opportunity

  • DNS-changer malware
  • Applied what we learned
  • Positive results!
Malta, 17-22 June 2012 Leaving our island: a communication and business strategy for a National CSIRT 19
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SLIDE 20 24th annual FIRST conference

Case results: CERT.be initial weaknesses

  • Not known by all those needed
  • NREN CSIRT model did not scale
  • Too much focus on technical expertise
  • No real communication strategy
  • Expectations & Ambition
  • Team & budget size
  • No solid contract nor mandate
  • Political situation
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SLIDE 21 24th annual FIRST conference

Case results: media barometer

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Lessons learned

  • IT WORKS!
  • Engaging communication profile
  • Impact on workload
  • Impact on project planning
  • Change “state of mind”
  • No silver bullet
  • Journalists are important
  • Media training
  • Symbiosis
  • Have to follow the news
  • More efficient in the end
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SLIDE 23 24th annual FIRST conference

Conclusion

COMMUNICATION

is an

essential service

  • f any

CSIRT

christian.vanheurck@cert.be

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