Trust building among natural skeptics
APP is its strongest security option for users at greatest risk. APP safeguards the personal Google Accounts of anyone at risk of targeted attacks — like journalists, activists, business leaders and political campaign teams.
Google’s Advanced Protection Program (APP) is its strongest security option for users at greatest risk. APP safeguards the personal Google Accounts of anyone at risk of targeted attacks — like journalists, activists, business leaders and political campaign teams.
Google’s APP was designed for the web’s VIPs: politicos, activists, press and execs — people not easily swayed and too important to click through on display ads or referral links. To reach and convince those audiences, Google needed to influence the cybersecurity influencers whose opinions weren’t for sale. They needed to build awareness in a way that felt authentic and trustworthy.
We built an influencer program through direct and indirect means to gain trust and then convert that trust into public endorsements across social and press opportunities. We identified a list of targets through our pre-existing cybersecurity relationships and complemented it with a deep social analysis of audience segments to find up-and-coming or niche influencers and crafted tailored engagement plans based upon their audience segment and any findings from our audit of their social footprint. We then performed social rapid response monitoring, using social listening tools to mine the real-time conversations of these influencers and their followers. When high-value conversations touched on relevant topics we rapidly escalated the opportunity to the client (usually within an hour and often within 15 minutes of being posted) with drafted copy and posting tactics designed to maximize the odds of engagement and follows from other influencers and followers participating in the conversation.
We scaled product evangelism and engagements with influencers like PwnAlltheThings, congressional candidate Brianna Wu, NBC reporter Cyrus Farivar and Fortune’s Robert Hackett. This amounted to over 150 high quality engagements from influencers with followers relevant to our strategic goals in 14 months. To maximize our ability to reach those audiences consistently, we drove a 215% increase in followers in that same span of time. These followers included top-tier press, cybersecurity influencers, political leaders and business executives — the tastemakers of core audience categories. These followers wound up contributing millions of earned impressions through interacting with promotional topics and even writing news stories entirely sourced from social posts.