Cover Slide

Big Data, IoT and Privacy: The Need to Balance
Between Targeting and Turnoff
Cover Slide
PRSA International Conference
October 12, 2014
About Us – Rebecca & Kathy
Rebecca Andersen, APR, M.S. IMC
• Director of Public Relations,
Coriant
• 2014 PRSA-NCC President
• Adjunct Faculty, West Virginia
University, Integrated Marketing
Communications Graduate
Program
• @PacificBridge
Kathy Stershic, MIPP
• Principal Consultant, Dialog
Research &
Communications
• 2009 President, IABC
Silicon Valley
• bloggingatdialogrc.com
• @kstershic
• www.dialogrc.com
Our Connected World
How many
objects do you
have connected
to the Internet?
Tweetable Tidbit: How Many Internet Connections are in the World? Right
now? Per second. We are taking best guesses at #PRSAICON, Wilson
Room. #IoT
en.wikipedia.org
What’s on the
Silicon Valley Mind?
•
Money &
Famecentric
•
Innovative
•
Who’s the
Smartest?
•
Lightening
Pace
What’s On the DC Mind?
•
Power-centric
•
Conformist
•
Who You Know
•
Snail’s Pace
Red or
Blue?
Appropriations
Polls
Networking
The news
cycle
The ‘Base’
The “Hill”
House of
Cards
Perpetual
Campaigning
I should be President
Committees,
Bills, Laws
PACs / Super
PACs
Fundraising
Washington
Post Style
Section
Invitation to White
House State Dinner
K Street
Budget or
CR?
© Information Week Apr 2013
THE GOOD SIDE!
Definition Alert! The
Internet of Things
Tweetable Tidbit: With #IoT, connected devices become an intelligent system
of systems; transforming businesses, lives, & the world. #PRSAICON
And by 2020….
Tweetable Tidbit: North America to Capture 55% #BigData Market Share
by 2018, @IDC #PRSAICON
So What Does This Mean?
Consumers want content on multiple devices, wherever they
are, and at any time.
olap.com
Tweetable Tidbit: #BigData is more than just 1&0’s; it is people,
processes, and analysis that turn data into meaning #PRSAICON
IoT 3.0 – Growth Areas
How does it work?
• Home - Google NEST, HVAC systems,
smart lighting
• Wearable – Google Glass, Fit Bit, Apple
Health, Ringly
• Business - Connected Energy,
Shopping, connected cars
• Public Sector - ParkMobile, Traffic
Management, Natural Disaster
Preparedness
• Manufacturing- Factory automation,
robotics, supply chain efficiency
Tweetable Tidbit: 71% of those aged 16 to 24 want “wearable tech.” Men,
at 69%, are keener in the aggregate than women, at 56%.
@globalwebindex, #PRSAICON
Reaching the Top
Business Model Definition: The Magic Triangle
University of St. Gallen, Institute of Technology Management, 2013
Our Toolbox of Tactics
Has Changed
The Inbound:
Facilitation of
inbound
communications
The Outbound:
Increased precision
in targeting
Tweetable Tidbit: How do you use #BigData? How can we more
effectively communicate with our publics given the data behind it all?
#PRSAICON
The Hectic Lives of
Today’s Journalists
Tweetable Tidbit: The lines b/w journalism & PR are blurred as business
interests bypass traditional media to get the message across. #PRSAICON
THE NOT-AS-GOOD SIDE
Implementation
Challenges
 No technology
standards
 Integration gap [apps,
devices, networks]
 Skilled talent shortage
Source: Can Stock Photo
Tweetable Tidbit: IPv6 allows for limitless # of addresses but
with no technology standards between them. #PRSAICON
Unprecedented Data
Generation & Collection
© 2013 libelium “50 Sensor Applications for a Smarter World”
Privacy Concerns:
Commercial
•
•
•
•
•
•
The ‘classic’ – Target and Pregnancy
Facebook ‘likes’ research
“Glassholes”
Celebrity hacks
iTunes & U2
Yelp
… and on!
Tweetable Tidbit: Discussing the privacy concerns with #Googleglass,
#NoGlassholes @ #PRSAICON
Privacy Concerns:
Government
New IoT
Privacy Questions
•
•
•
•
What data is collected?
By whom?
Are sources trusted?
Is consent granted?
Needed?
• Who is responsible for it…
– At the point of collection?
– As it is transferred?
– As it is curated?
IoT-Era Privacy:
A Thread
Reuters: The FBI is warning healthcare providers that
the agency has observed malicious actors targeting
healthcare related systems, perhaps for the purpose
of obtaining Protected Healthcare Information (PHI)
and/or Personally Identifiable Information (PII) …
These actors have also been seen targeting multiple
companies in the healthcare and medical device
industry, typically targeting valuable intellectual
property such as medical device and equipment
development data.
- August 2014
Photo property of US Federal Bureau of Investigation
IoT-Era Privacy:
A Thread
IoT-Era Privacy:
A Thread
Tweetable Tidbit: How much do you want your bed to know about you?
Smart bed tracks rest, claims to help stop snoring. #PRSAICON
Cyber Security
• High profile data breaches:
–
–
–
–
–
–
Target
JP Morgan
Nieman Marcus
Michael’s
Home Depot
PF Chang’s
• Grand Theft Russian Style
Trademarks are property of their respective owners
Cyber Security & PR:
Some Expert Opinions
“The combination of social engineering and spear phishing creates grave
concerns regarding trust. Cyber-impersonation of trusted sources can
become a vehicle to manipulate public opinion, financial markets, and even
public safety.”
Stuart Itkin, Chief Marketing Officer, ThreatTrack Security
STARS Mentor, MACH37
"As the adversary evolves and data become both more important and diverse, the
industry must adopt an integrated approach to security that starts with a single,
comprehensive view of risk across the enterprise. Technology matters, but
people and process are key. Increasingly, non-technology functions ranging
from executives to marketing and PR teams play an integral role in managing
a breach and minimizing its negative implications. Everyone is responsible for
security."
Jacob West, CTO, Enterprise Security Products, HP
Cyber Ice Bucket?
“Can you protect the unknown? The public relations executive must pay
close attention to the inner workings of government. The real key to
cybersecurity is going to be collaboration and cooperation between
government and industry. Public relations experts must lean into the
conversation to fully understand the complexities of cybersecurity, and in the
process provide clear educational commentary about the seriousness of
these attacks — without sounding alarmist.
The public relations executive’s learning curve is a steep climb – and the
route is unknown. But it must be traveled to ensure that your message is
woven in a way to offer a sense of security and careful attention to the critical
path of information that responds to the volume of attacks that happen –
daily if not hourly. For PR professionals, cybersecurity awareness is your
Ice Bucket Challenge.”
Casey Beyer, Sr. Advisor to the President, Silicon Valley Leadership Group
Private Sector Responses
• Opt-out / Do Not Track
• Self-regulation
• Encryption
Photo credit: Jesse in Programming, Python Software
The Right Strategy?
Tweetable Tidbit: From @CNNMoney, Target has given investors ZERO
reason to be encouraged that a global turnaround is secretly emerging.
#PRSAICON
Legal / Policy Responses
Older:
•
US Children’s Online Privacy Protection Act
•
1986 Electronic Communications Privacy Act
•
HIPAA
•
Gramm-Leach-Bliley Act
Current and Growing:
•
Security breach notification legislation – 47 US states,
DC, Guam, Puerto Rico and & Virgin Islands
•
FTC / Federal Bureau of Consumer Protection Rules
•
EU Right To Be Forgotten
•
EU Binding Corporate Rules
•
Asia-Pacific Economic Cooperation (APEC) Cross
Border Privacy Rules
•
South Korea – Personal Information Protection Act
•
People’s Republic of China criminal law
In the Works:
•
U.S.-EU Safe Harbor Framework
•
And…
Photo: Smartplanet.com
New IoT
Privacy Questions
“A lot of data is going to be collected,
whether it’s needed or not. It will most
likely take a big breach of data for
people to understand what is being
collected about them, for the public and
the Congress to get it. That will cause a
lot of negative pressure, which is what
Congress reacts to. They don’t have
their minds around Internet of Things
yet; when they do, it will overwhelm
them. The awareness of the collection
of data is building.”
US Senator Saxby Chambliss
Vice Chair, Senate Select Committee on Intelligence
Case Study:
Center for Democracy &
Technology
 3000-word policy easily
accessible from home page
 Encrypted connection
 Log data saved for 30 days,
limited use
 No cookies!
 Doesn’t sell, rent, exchange or
disclose data
 Pikwik Analytics
This is the type of information CDT can see via our analytics program.
How Can YOU Prepare –
Personally?
• Educate yourself!
• Educate your clients, your social circle
Tweetable Tidbit: Speak to balance – PR & marketing are under pressure to for
targeted outreach, be the balance in your organization between too much &
privacy. #PRSAICON
How Can YOU Prepare &
Lead – Professionally?
• Take the LEAD your organization
• ACT proactively, not reactively
• Make TRUST central to your brand
promise and core message
• Develop a STRATEGY on what data you
really need & what you will do with it
• Consider technology alternatives,
3rd party restrictions
• Prepare for a breach response:
Crisis Communications & Scenario Plan
www.bravatrak.com
Tweetable Tidbit: #BigData Challenge – Educate your company & client
about #BigData policy & privacy, don’t be caught in the dark. #PRSAICON
And in the end….
This is what you want your senior executives and clients to do!
Tell Us Your Stories
Additional Resources
•
www.cdt.org
•
https://www.privacylaws.com/
•
http://www.ncsl.org/research/telecommunications-and-informationtechnology/security-breach-notification-laws.aspx
•
http://www.business.ftc.gov/privacy-and-security
•
http://bigdataandthelaw.com/