The National Cyber Security Alliance is thrilled to share the 2015 National Cyber Security Awareness Month (NCSAM) successes, which would not have been possible without the hard work and dedication of all of you.
To see what our board members, partners and champions got up to during NCSAM, click here
National Cyber Security Alliance NCSAM 2015Results in Brief
Now in its 12th year, the 2015 NCSAM was an unprecedented, collaborative effort led by the National Cyber Security Alliance (NCSA) in partnership with the U.S. Department of Homeland Security (DHS). Kicking off with an international event hosted by the Organization of American States in Washington, D.C., the month inspired astounding partner support (more than 75 partner-led events occurred this year), seven keystone cybersecurity events and a marked increase in audience reach across print, broadcast, online and social media.
Crossing verticals, leveraging research and engaging media at the highest levels, NCSAM 2015 broke into newterritories, far exceeding the scope and reach of the month in previous years. Results indicate a more than 226% increase in NCSAM’s brand exposure1 over last year’s NCSAM, and there was a notable spike in top-tier coverage, including placements on the Today Show, in Forbes, USA Today, CBS News, CNN and Fox News. This year NCSA implemented a new media strategy that included:
- pre-briefings with major media outlets in New York and DC on upcoming themes, data releases and key
activities for NCSAM
- a newly created NCSAM media backgrounder ‒ similar to a detailed “media kit” ‒ that was distributed to
more than 800 local reporters, generating more than 1,000 placements
- new story angles with partner participation featuring “hero” stories or new angles on cybersecurity, including:
- a “behind the scenes” look at Facebook’s security center
- women at the front lines of tech and innovation
- the global cybersecurity workforce
- your family’s digital life
Additionally, ongoing communications between the NCSA team and the communication teams of its partners and Board Members kept partners engaged and motivated, similarly fueling increased participation at NCSAM events. A new hashtag, #CyberAware, resonated with multiple audiences and shareable social content was widely used.
Key highlights include:
Committed Champions: Champions – which include schools, public and private organizations and government institutions – are critical to the success of NCSAM. This year, we had 701 Champions, a nearly an 80% increase from 2014.
Social Media Success: NCSAM 2015 and the new hashtag (#CyberAware) achieved tremendous recognition during
the month, with the use of the #CyberAware hashtag increasing by 44% over the use of #NCSAM in 2014 — rising
from 43,000 in 2014 to 61,804 in 2015.
Full-Court Press: In an upward stream, NCSAM 2015-specific coverage earned an unprecedented spike in reach and influence – reaching an estimated 2,103,586,709 or 2.1 billion unique visitors overall2, nearly doubling the 1,207,741,769 unique visitors in 2014. NCSA leveraged a variety of tactics to promote the month’s activities, including a Radio Media Tour ‒ which kicked off the month, a comprehensive background document explaining NCSAM to the media, weekly Twitter chats and social media engagement and top-tier media relations. NCSA also designed, developed and distributed rich content in the form of infographics and thematic news releases in addition to a collection of memes and PPT video presentations for social media.
Media Reach (September-November)During the months of September, October and November 2015, 1,737 unique articles/broadcast segments were published or aired, resulting in an increase of 74% from last year’s coverage.
When examining media reach across the board to include online, print and broadcast coverage, NCSAM generated an unprecedented increase in coverage of 232% compared to last year.4 Here are some highlights:
Articles spotlighting NCSAM appeared on a variety of web publications, including FoxNews.com, Inc., Forbes, Fortune, MSN.com, CBS News, the Daily Dot and Politico.
Broadcast segments overall reached an audience of 59,956,383, an increase of 92% from 2014. From national news segments that included a Today Show feature on Facebook’s cybersecurity center to local stories on safe cybersecurity practices for consumers, TV and radio coverage during the months of September and October hit some of the country’s largest markets including Atlanta, Boston, Los Angeles, Atlanta and Las Vegas.
2015 NCSA/Raytheon Millennial Cybersecurity Study Coverage
For the third year in a row, NCSA partnered with Raytheon on a study about millennials’ attitudes toward careers in cybersecurity. A total of 38 articles and blogs about the NCSA/Raytheon survey were published this year, an increase of 660% from the five articles published on the 2014 survey. Unique viewership jumped substantially to 180,850,727 in 2015 increasing by 201% (2014 unique visitors totaled 59,996,272). Top media stories included features in Inc., FedScoop, USA Today College, Fortune, Dark Reading, SC Magazine UK and the Christian Science Monitor. There were also 221 pickups on the press release announcing the survey, an increase of 235% over last year’s 66 pickups.
For more on the NCSA/Raytheon Millennial Cybersecurity study, see http://bit.ly/20c1ZPS
2015 NCSA/ESET Behind Our Digital Doors: Cybersecurity & te Connected Home Coverage
This year, ESET and NCSA co-commissioned its first survey together, which looked at the connected American home. Seventeen articles were published on the survey – reaching 161,316,148 unique viewers – including at CBS News, the San Jose Mercury News, Politico and The Daily Dot, to name a few. Also, 117 press release pick-ups spotlighted the ESET/NCSA survey, and the announcement of the survey results at the NBCU/Comcast Los Angeles event at Universal Studios earned a unique viewership of 116,173,432.
Social Media In 2015, NCSA changed the official NCSAM hashtag to #CyberAware (in previous years, it had been #NCSAM) in an effort to make social media engagement more accessible and allow for more message carry-over throughout the year. The hashtag performed extremely well, and the NCSAM social media engagement was in many ways much stronger in 2015 than ever before.
- Total Tweets Using #CyberAware : 61,804 – an increase of 44%over the use of #NCSAM in 2014
- Total Number of People Using #CyberAware: 17,995 – an increase of 17% over the number of people tweeting with #NCSAM
- Estimated Reach: 65,544,027 – an increase of 70% over the reach of#NCSAM in 2014
- Total Potential Impressions: 661,185,268 – an increase of 104% over the total potential impressions from
#NCSAM in 2014
- #CyberAware was used in 120 countries this year, including the United States – a decrease of 3% from
the number of countries using #NCSAM in 2013
#ChatSTC Twitter Chat Series
- Total Tweets Using #ChatSTC: 15,220 – an increase of 75% over 2014
- Total Number of People Using #ChatSTC: 2654 – an increase of 45%over 2014
- Total Potential Reach: 8,511,879 – an increase of 18% over 2014
- Total Potential Impressions: 265,650,903 – an increase of 256% over 2014
1 Total exposure of the brand defined as the combined reach of all online, print, broadcast and social media.
2 “Unique visitors” refers to the number of individuals requesting pages from a website during a given month, regardless of how often they visit. For example, if three distinct articles mentioning NCSAM are published on the Yahoo! News site in October, Yahoo! News’ circulation of 41.5 million unique visitors is tallied only once for that
2 cont’d. monthly period. Meltwater, our media intelligence platform, is provided updated numbers each month by ComScore, the leading internet survey company, which panels several million Internet users every month tracking web activity and extrapolating from samples to determine how many people visit each site globally.
3 Unique Articles: 1,737 – an increase of 74% (2014 =998online articles/print articles/blogs written/ broadcast features).
4 2015 Total Estimated Reach 7,443,330,228 or 7.4+ billion; 2014 = Total Estimated Reach 2,240,310,658 or 2.2+ billion.