Leaving our island: a communication and business strategy for a National CSIRT. Christian Van Heurck Coordinator
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1 Leaving our island: a communication and business strategy for a National CSIRT Christian Van Heurck Coordinator Malta June 2012
2 Agenda Core idea Case Introduction Techniques & Results Case results Lessons learned Q&A National CSIRT 2
3 Core idea EXPERTISE is essential for any CSIRT service National CSIRT 3
4 Core idea COMMUNICATION is an essential service of any CSIRT National CSIRT 4
5 Case introduction CERT.be The federal cyber emergency team a service of Fedict operated by Belnet National CSIRT 5
6 CERT.be history Belnet CERT in 2004 Grew to 3 FTE (+ Belnet) CERT.be created in 09 / 2009 Grown to 8 FTE (+ Belnet) National CSIRT 6
7 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 National CSIRT 7
8 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 National CSIRT 8
9 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! National CSIRT 9
10 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 National CSIRT 10
11 Some interesting results CERT.be business definition model Which customers are being served? What needs are being fulfilled? How do we fulfill these needs? National CSIRT 11
12 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 National CSIRT 12
13 Some interesting results POWER axis VALUE axis Hoog Exclusive: neutrality Exclusive: specialists Exclusive: CSIRT network Exclusive services Solutions Cybercrime growing Price It s all about innovation It s all about value Core products Commodity Laag It s all about performance and low prices It s all about choice Laag Cost to serve Hoog National CSIRT 13
14 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 National CSIRT 14
15 The list goes on Brand positioning Image model Image - Mirror image Wanted Ideal - Image matrix Antivirusbedrijf Waar bemoei je je mee? Trage evolutie Cyberspionage Administratie Van Belnet IT beveiliging Security specialisten 90 Van de overheid Wat doet die organisatie? 80 Technische specialisten 70 Geen amateurs, 60 professionelen 50 Neutraal Internet beveiliging 20 Betrouwbaar 10 0 Expertise Hackers Spiegelimago 24 op 24, 7 op 7 Fedict Zijn onze systemen veilig Wettelijke basis? België beschermen tegen Internet cyberaanvallen aanvallen oplossen Klein 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? National CSIRT 15
16 And on 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 National CSIRT 16
17 Results produced Communication plan for CERT.be Finished in 10/ 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 National CSIRT 17
18 Results produced Communication strategy for CERT.be Strategic goals Communication goals Target groups Communication goals by target group Operational communication Planning Means Evaluation parameters National CSIRT 18
19 Case results: opportunity DNS-changer malware Applied what we learned Positive results! National CSIRT 19
20 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 National CSIRT 20
21 Case results: media barometer National CSIRT 21
22 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 National CSIRT 22
23 Conclusion COMMUNICATION is an essential service of any CSIRT National CSIRT 23
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