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Social Engineeringfor Everyday (Startup) Life

Johanna Brewerfrestyl Co-Founder

Doctor of Computers

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What is Social Engineering?

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No Computers Needed

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Social Engineering != Hacking

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Social Engineering == Inception?

Shane

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Social Engineering == Stealing?

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Social EngineeringThe art of crafting a social situation in which the actors

are more likely to follow the engineer’s desired path.

Not Magical

Not

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“freestyle is the best live music discovery app ever!”

#fail

–Some Blog

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From: Megan (megan@frestyl.com)To: Some Blog (blogger@someblog.com)

Subject: Correction to your blog post

You misspelled our company name in your blog post. The correct spelling is: frestyl. Please update it.

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From: Megan (megan@frestyl.com)To: Some Blog (blogger@someblog.com)

Subject: Thanks! (and small correction to your blog post)

Hi Blogger,Thanks so much for the post!!

Just a quick favor... I noticed “frestyl” was spelled incorrectly. Do you think you could update it? Thanks so much!

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From: Megan (megan@frestyl.com)To: Some Blog (blogger@someblog.com)

Subject: ???

...These aren’t the droids you’re looking for...

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1. Review Your Resources2. Pick a Principle3. Create a Context4. Sign Post the Path5. Press Play

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What resources did Megan have?

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Hmm.

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1. Review Your Resources2. Pick a Principle3. Create a Context4. Sign Post the Path5. Press Play

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6 Key Principles of Influence

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Reciprocitypeople tend to return favors

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Commitment & Consistencypeople who commit (orally/in writing)are likely to honor their commitment

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Social Proofpeople do things they see other people doing

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Authoritypeople tend to obey authority figures

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Likingpeople are easily persuaded by people they like

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Scarcityperceived scarcity will generate demand

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The Hidden Principles...shh!

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Following & Flowingpeople tend to take the path of least resistance

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Self-Satisfactionpeople love to feel good about themselves

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1. Review Your Resources2. Pick a Principle3. Create a Context4. Sign Post the Path5. Press Play

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(non)AuthorityReciprocity

Self-Satisfaction

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1. Review Your Resources2. Pick a Principle3. Create a Context4. Sign Post the Path5. Press Play

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1. Review Your Resources2. Pick a Principle3. Create a Context4. Sign Post the Path5. Press Play

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From: Megan (megan@frestyl.com)To: Some Blog (blogger@someblog.com)

Subject: Thanks + BIG favor to ask

Hi Blogger,Thanks so much for the post! I shared it on all our social media channels and we are getting lots of likes + retweets!...

The set up.

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...

I have a real huge favor to ask though. I made a big mistake. I’m a new communications intern at frestyl, and when I sent you our info I must have spelled the company name wrong.

Totally not true.

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...

My boss made a big deal about getting our branding right when I contact press, and I obviously screwed that up completely.

Everyone hates their boss.

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...

If there’s ANY way you could make the correction for me in your post, it would be a HUGE help.

The effortless save.

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1. Review Your Resources2. Pick a Principle3. Create a Context4. Sign Post the Path5. Press Play

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...

I’m just hoping my boss hasn’t checked her Facebook yet.

Thank you again sooo much!!

The Kill.

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Everybody Feels Like a Winner

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Is SE just a big con?

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#1: Do no harm; do some good

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#2: It’s just a game

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#3: Make believe like you mean it

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#4: Practice, practice, practice

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You’re either playing the gameor you’re being played

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Social Engineeringfor Everyday (Startup) Life

Questions? Challenges?