techguerilla talk

Matt Ridings

17
Aug 2010

Hey, Mr Businessman. I Have Something For You

We have a new series of community programs in St. Louis that are catching on like wildfire.  Within just the last couple of years they have grown to over 200,000 people actively participating just here in little ole St. Louis and still growing.  The great thing about these programs is that they occur everyday, there's always one going on somewhere and on just about any topic you can imagine.  What's funny is that very few businesses in town seem to realize it.  That's a pretty huge opportunity huh?  I know right, how could something that big slip under your nose?  Don't worry about it, that's what I'm here for.

What would you pay to sponsor these community programs?  Would you want your salesmen to start attending so that they could establish relationships?  Would you want your marketers to attend and develop materials and content to distribute?  Would you collect as much information (business cards, etc.) from the attendees so that you were better able to target their needs?  Would you consider that a valuable expenditure of your time?  How many conferences and events do you fly to every year for the sole purpose of forging new relationships with prospective customers?  How many business cards did you collect?  How many conversations did you have?  How many were you able to actively nurture and provide value to every day?

So why, if I change the name from "Community Programs" to "Twitter", do you make a face like you just shoved a lemon in your mouth by mistake?  Perspective is a funny thing isn't it?  I look forward to seeing you at the 'community programs'.

Filed under  //   social media   techguerilla original  
16
Aug 2010

Enterprise Social Media & SMB - One Of These Things Is Not Like The Other

No one will dispute that there are huge differences between the way a large enterprise business operates versus that of a SMB (small or medium business).  All of the cliche's about a large, plodding, politically motivated behemoth or a small, naive, financially handcuffed operation exist for a reason.  They all contain a grain of truth to varying degrees.  Yet, for all of their differences they share the same basic strategies when it comes to leveraging various mediums for the most part, just at different scales.  And that's how it should be.

However, when I work with these organizations on social media engagements their viewpoints are shockingly divergent.  And frankly, it is many of the social media experts and conferences out there that are creating/reinforcing them.  Let's examine just a few of them.

Differences:
  • Philosophical 
    • Enterprise - Social Media is just a tool.  All of this talk about making friends and 'being social' is a bit ridiculous, if it'll make me money that's great but someone needs to demonstrate that in hard terms first.  All I care about is whether or not I can leverage it for {insert individual department function here}, but I want to own it for the whole organization in case it becomes really important.
    • SMB - Social Media is more than just a tool.  It's a kinder/gentler new way of doing business.  If you just focus on relationships first the business will follow.  All of the best conference speakers told me so.
  • Execution
    • Enterprise - I can't do anything yet, we need to really analyze this thing to death (from a single departments perspective) and come up with a plan first.  Mainly I need that plan to figure out a way to put low level people out there on social media and minimize the risk in doing so.  I mean, have you seen some of these companies getting eaten alive by social media? *shudder*
    • SMB - I read this article about social media so I went and created an account on the various sites.  I've been talking to some people on Twitter and I went to a conference the other day.  The only way to "get" social media is to simply do it, so that's what I'm doing.  I'm not really sure about how I'll leverage it strategically but I'm certainly "being social".

The reality however is that they could learn a lot from each others situations.  On the enterprise side philosophically there needs to be a holistic approach and viewpoint not simply a focus at the individual function (departmental) level.  They need  a top-down strategy.  The SMB does this organically for the most part, nothing happens in these organizations without everyone else either knowing about it or being involved in it.  Everyone tends to wear a lot of hats in these organizations by default.  Many folks will argue that a grass roots movement within the enterprise is the way to go.  I'd be happy to demonstrate to them ad infinitum why they are wrong, but suffice it to say that a grass roots groundswell is fine for getting the attention of management but it then needs to be ripped out at the roots once the organization is serious about moving forward with social media.  On the SMB side, they should tone down some of the kum-ba-ya social media rhetoric.  There's nothing wrong with much of it, it just needs to be balanced out with reasonable business objectives and that seems to be getting lost in the process.

At the executional level, the enterprise and SMB should find a nice comfy spot and meet in the middle.  Diving into social media half-cocked is certainly not recommended, yet neither is going into analysis paralysis.  It *is* possible to actually have a plan of attack that includes the fact that there are areas of social media you will dabble in without having hard justification.  That is different than saying you don't need to think through certain guidelines about avoiding certain risks and exposures.  

I'll concede the fact that there are very few places currently for an enterprise to turn to for a model on how to build an integrated social enterprise.  It's incredibly complex, and it can't be done without significant buy-in from the top.  So I understand why the departments would simply use their own segmented budgets to try and drive their own initiatives.  What is the political benefit of getting involved in something you aren't going to own and that you may have to comply with later on, right?  On the SMB side it's certainly understandable that the initial appeal of social media may be its perceived low cost of entry, which drives a lot of how social media evolves and is perceived in these organizations.  

I get it.  I do.  But enterprises that can take a page out of the SMB book and simply try and do what's best for the organization as a whole vs. the individual or department will ultimately be far more successful.  So if you must look at it from a selfish perspective, just consider it good job protection, or you can try and be the person who will oversee social media for the entire organization if you like.  And SMB's  who look to the enterprise for inspiration may find that a tighter focus on business objectives *via* those fuzzy relationships they've been creating will lead them to greater success.  Serendipity will only get you so far, you still need focus and a destination.

Enterprises aren't just cold, calculating machines.  SMB's aren't just warm, fuzzy, double rainbows.  They both contain warm bodies who care and are trying to do a good job and contribute to a successful business.  They just have different challenges, opportunities, and motivators.  There is one thing however that neither party is, and that's stupid.  There is a lot they can learn from one another, particularly when it comes to social media.  And I'm hopeful that will occur sooner rather than later.

Matt Ridings - @techguerilla

Filed under  //   consulting   enterprise   social media   techguerilla original  
09
Aug 2010

This Is How You Respond To Customers After A Negative Event

If you offer a quality product, if you care about your customers, if you feel a responsibility towards your commitments, then giving a solid response to your customers when something goes wrong isn't that difficult.  This is a great example of that:

Dear DNS Made Easy Client,

On August 07, 2010 DNS Made Easy was the target of a large multi Gb/s attack against all of our name servers.   The attack started at 8:00 UTC and was fully mitigated by 14:00 UTC.  During this time period there were regional outages from some or all of our name servers.  Regional outages means that certain regions of the world were not able to resolve your DNS and other regions of the world were resolving normally.  When all name servers were not reachable a DNS query would have been lost, when some name servers were not reachable then DNS performance would have been slower than normal but still operational.

The regional downtime was in very small periods but it still did affect the overall resolution for all of our client's DNS.  It is for this reason that we are explaining the situation in full to all of our clients now.

1) How long were the DNS outages?
In some regions there were no issues, in other regions  outages lasted a few minutes, while in other regions there were sporadic (up and down) outages for a couple of hours.  In Europe for instance there was never any downtime.  In Asia downtime continued longer than other regions. In United States the west coast was hit much harder and experienced issues longer than the central and east coast.

2) Many clients have asked us if in fact there was downtime since they did not notice issues.
Many clients did not notice any DNS downtime.   In fact many clients would not have noticed this issue if we had not sent this email.  But we feel disclosure of this issue is something that we owe our client base.
If you want to see if there is a significant loss of DNS queries you can quickly compare your daily queries from this Saturday to last Saturday in the DNS Made Easy control panel.  Overall query statistics comparing this Saturday's query load (minus attack traffic) to recent Saturdays' query loads shows that our servers properly responded to a query total this Saturday within a 2% difference from recent Saturdays.

3) Where did the attack come from?
We believe that the DDoS came from a botnet attack originating from Asia.  Most attack traffic originated in or transited through China.  The source IPs appear to be mostly spoofed but the vast majority are assigned by APNIC to Chinese Networks and Chinese ISPs.  Traffic levels reported to us by our bandwidth providers regarding their connections through which this traffic entered their networks also points to origins in Asia.

4) How large of an attack was this?
This attack hit levels that were so high that our Tier1 upstreams were suffering latency and network issues for other clients at many of their locations due to this attack.  This caused some of our Tier1 bandwidth providers to use their last resort response of null routing traffic to some of our IPs from some networks to prevent major service degradation to their core networks.
Measuring the exact size of this attack is rather difficult.  However, discussions with our Tier1 bandwidth providers during the attack led to an estimate of 50 Gb/s in size.  This was based on reports of multiple 10Gb/s lines being saturated at multiple different providers in different geographic regions.
During our after-action discussions internally and with our providers after the attack was mitigated we analyzed all information available to us through monitoring systems and traffic reports and we revised our estimate of the attack size to be fluctuating between 20Gb/s and 40Gb/s during the attack.  We will never know the true size of this attack as we actively moved traffic around to different locations throughout the attack and IPs were temporarily null routed into and through various networks, and some traffic was blocked from provider to provider in response to the attack.
We do know that due to the service implication to the Tier1 providers, networking teams from China Netcom, China Telecom,  Level3, GlobalCrossing, Tiscali, and Arbinet were involved to stop the attacks.  Level3 and Arbinet both played special heroic roles in facilitating that the correct people were involved from all networks to make sure that the attack was stopped as quickly as possible.

5) How was this attack stopped?
Fighting attacks of this magnitude is very complex and a full answer involves much information that we do not want these criminals to know.  What we can say is that that we used a combination of routing techniques, DDoS mitigation tools, customized firewalls, and high level inter-provider negotiations.
China Netcom and China Telecom had to null route the name servers from their networks in order for the attack to not impact other traffic they had going to the United States.

6) Will an SLA credit be issued?
Yes it will be.  With thousands paying companies we obviously do not want every organization to submit an SLA form.  Even though not all clients noticed the attack, we plan on issuing an SLA to every single paying DNS account.
You will be receiving an email about the SLA credit to your account in the next few days.

7) Does this affect your 100% uptime history?
Yes, any service outage would result in loss of uptime.  We had a history leading uptime of over 8 years of 100% uptime.  With a calculated two hour outage (which is probably longer than we were actually down for anyone) this DDOS attack put our overall uptime history at a calculated 99.9999%.  This is still an excellent uptime history.

8) What would it take to get your 100% uptime history back?
That is mathematically impossible.  But we can work on increasing our 99.9999% uptime history and we will work hard on building another run of more than 8 years of 100% uptime.  We are confident that we can do it and we look forward to the challenge.

9) Would another DNS provider have been able to stop this attack?
We are sure that our competitors will claim that the answer is yes.  In fact we have been called by several of our competitors with very amusing phone calls during and after the attack asking us to update our website to say that we no longer have a 100% uptime history (which we have started and will complete soon).  This was a very large attack, so we do not believe that other DNS services could have stopped it either.  If any of our customers are considering leaving our services based on this issue, then we would recommend highly that you request a detailed report for how any new potential DNS provider would deal with an attack of this magnitude.  Please note that this was our first issue of downtime over our 8+ years of providing enterprise managed DNS services.

10) What is the next step?
At this time all DNS resolution is functioning as intended from all of our global locations.
In our 8+ year history, we have had numerous attacks against our services.  Historically we have been able to mitigate these attacks without any service degradation. One thing we have always taken away from every attack is a deeper understanding of what we need to do to make our network and services stronger and more reliable.
This DDoS attack against us was different from others in that the size was massive enough that our standard mitigation strategies were not sufficient to prevent several network nodes from being flooded.  We now have a deeper understanding of what happened during the attack and have started planning network upgrades and mitigation strategies to help fight these criminals in the future.  It is, and always has been, our commitment to make the DNS Made Easy network the strongest and most reliable DNS network in the world.

11) Can I pay more for a higher level of service with DNS Made Easy?
We believe that we provide more service per dollar than any competitor in the DNS industry.  This is why we have the best ROI in the industry.  We do not do this by cutting networking cost.   As many of you aware DNS Made Easy feels we can cut costs by eliminating a lot of the sales (including commissions), presales, and unnecessary marketing expenditures.
Everyone at DNS Made Easy feels that our network is as strong as or stronger than any competitor in the United States and Europe and you can verify this with speed tests and our highest industry uptime.   As all DNS Made Easy customers know, as our customer base grows, so does our network.  This is how we can continually keep adding to our network and always remain a fraction of the price of our competition.
You will hear more from our network team as we plan on adding additional precautions to keep everything running smoothly during attacks in the future.

One thing that I want to say is that we sincerely apologize that this happened to your DNS service.  We understand that hundreds of thousands of domains rely on our DNS services each day to keep their businesses running smoothly.  This is not something that we treat lightly and this is not something that we are going to just let slip away.  We have already started to plan on building a network to focus on preventing attacks like this from causing any service disruption in the future.
Everyone here at DNS Made Easy would like to thank you for your continued loyalty and kind words during this time.  We can easily say the DNS Made Easy customers are the best in the business.

Question, comments, concerns?

Please let us know.  I personally will be answering as many tickets and questions as possible in the following weeks.  Our full DNS Made Easy staff is dedicated to answering your questions and easing any concerns that you have.

Regards,
-Steven Job
President and Founder of DNS Made Easy

Filed under  //   social media  
04
Aug 2010

Social Media Society snippets

At a clients recently I did a funny bit on 'Social Media Society" using their whiteboard.  They have one of those 'smart boards' where they can capture what is taking place and sent me a few of the snapshots.  Thought you might get a kick out of a few of them, although without context they may not be easy to understand.  I'll try and get around to giving writing up some context for them at some point. {added notes below}

                 
Click here to download:
social-media-society-snippets-umKwsKuIuU4CjMf49cAw.zip (1159 KB)

 

Slide 1: This was demonstrating how much of an asshole you are willing to put up with in relation to how much influence they have.  As you can see at some point no amount of influence will overcome it and it drops precipitously

Slide 2: Had little to do with the sketch other than showing how very few influencers in social media were actually known for the tangible work they've produced.  The numbers are meaningless.

Slide 3: Was a discussion on how social media likes to jump on the bandwagon of other peoples misery.  Particularly the larger the corporation or when a "social media expert" falls from grace

Slide 4: Discussion of how independent social media consultants tend to oversimplify or 'dumb down' engaging in social media, or how they will take a single perspective (marketing, customer service, branding,etc.) and present their view of social media usage as being holistic.

Slide 5: Was the opposite end of the spectrum.  Large digital consultancies selling to enterprises who actually do get the complexity, but fail to simplify the story

Slide 6: Discussion of social media conferences that at this early stage of the game tend to be preaching to the choir with fluffy messages geared to small business.

Slide 7: Discussion of how there really aren't any social media conferences geared specifically to the enterprise space because noone has really put together holistic solutions in a demonstrable way.  i.e. It's really, really complicated so let's focus on the easier stuff like small business.

Slide 8: Was a in your face (this was an enterprise audience) discussion of the age-old political spectrum in enterprises and how they are still shooting themselves in the foot with ownership grabs

Slide 9: I believe this was during dialog on how you can't just setup accounts in social media, if you're going to be there you have to *be* there else you can do more harm than good

 

Filed under  //   consulting   enterprise   social media   techguerilla original  
01
Aug 2010

Why Should I Pay You? My Approach To How Much To Share

I don't typically post material about consulting in general.  But the irony in writing a piece about 'sharing too much' by sharing too much was simply too attractive to me.

One mistake I commonly see made by those relatively new to the consulting world, is that they overshare their knowledge on blogs in an attempt to prove themselves.  I'm all for using blogs as a vehicle to allow prospects to gauge your level of knowledge, your point of view, and your fit within their particular organization...but as the old saying goes "Why would I buy the cow if I can get the milk for free?".  At the other end of the spectrum are those that never have any truly original material and simply re-purpose what they find elsewhere on the web, there's nothing for a client to get their arms around in regards to your expertise or point of view so no reason for them to engage with you.

I can't tell you exactly where you should draw that line, it varies greatly depending upon your blogging objectives (and your desperation), but I can tell you my approach.  First, I almost never give out "how-to" articles.  How-To information is great if you're only looking for traffic and can monetize it to make a living, but that's about it.  I give away "point of view" materials that make it very clear what my approach to certain subjects is, but not material that you could walk away with and try and execute.  That said, every 4-6 months there will be one main new "offering" that I spend a considerable amount of time packaging.  The approach there is very calculated in determining how I will take that offering apart and segment it into tiers, one of which will be information I push out publicly for free.

It might be easiest if you just imagine a 3-tier pyramid.  
  • At the bottom of the pyramid is the fully formed offering, think of it as a completed book.  It is the tier of knowledge that would be sold to clients in a consulting engagement (and eventually would be used to write a book if that's your objective)
  • The layer above that would be the table of contents with summaries of each section.  This tier is what you would base your presentations on, speaking engagements, etc. You can also extend this tier a little to do paid webinars if the material is appropriate for that venue.
  • And finally, the top layer.  This would be the equivalent of a "book review".  It's opinion based material that touches on the subject matter and makes it clear that there is more depth available below it.  This tier represents give-away blog material, the basis for any marketing materials, etc.  It's your "teaser".  In my case my 'blog' isn't really a factor in my consulting business due to my business model but this tier is where it would go.
As long as there is enough depth to the topic, and as long as you're bringing something unique to the table (either the point of view, or new approach), this method works well for monetizing your knowledge.  The reason I do this 2-3 times per year is simply because it's required to stay ahead in any technology based sector.  But if I'm honest, it also forces me to really stretch myself because I have to not only focus in on solving a particularly in demand customer pain point but make it a killer offering that can be monetized given the methods above.  That latter part is important.  I've had tons of great ideas (or what seemed like great ideas) that simply could not be monetized.  If you're a consultant and don't have a plan in advance for how you're going to get paid you're doomed before you've even gotten started.  If the only thing you have to say when you walk into a client is what they've already read on your blog why would they pay you?

Where consulting is concerned, you don't "share", you "tease".  The above structure is what works for me, maybe there's something in there that will help you find your own structure.

Matt Ridings - @techguerilla

Filed under  //   consulting   social media   techguerilla original