< Previous| tribalnetonline.com50Technology is everywhere you look, and now it’s evolving alongside the media landscape. From video technology improvements to mass digitalization, the line between traditional and digital media is beginning to disappear. Now, with the rise of big data, technology and media are no longer merely intersecting — they are one in the same.Data has revolutionized the way advertisers reach audiences. In 2018, media companies (beyond the advertising technology giants) became contenders in the audience data race, while also learning from some pretty big data-related missteps in the ad tech world and improving standards to avoid those same privacy disasters. It was a year of massive change in the advertising industry. Take a look at what’s in store for the advertising world so you can put these trends to work for your business. Data-driven advertising (that protects consumer privacy) will be the next big thing.Data is the next big thing in advertising, and it has been for a while. Data-driven solutions will lead to the adoption of audience-based buying and precise audience targeting, while also providing the post-campaign insights that marketers need in order to be smarter about their ad spend on TV and digital. Reliable data will be key to staying competitive in this changing media landscape. It’s all about connecting the right message to the right audience. Data-driven advances in targeting and audience segmentation are enabling television advertisers to reach their audiences more directly and precisely. Delivering your message to exactly the right people when and where it matters most means less money wasted on advertising. The days of sending advertising out to the masses and crossing Technology is Evolving theMEDIA LANDSCAPEFEATURE | MEDIAThis article is a collaborative effort on the part of our Kernel creative team. To learn more visit SpectrumReach.com ABOUT THE AUTHORTRIBALNET MAGAZINE | SPRING 2019your fingers you’ll see good results are coming to a close. You need to put science and data behind trying to reach the right people who are most likely to act.Transparency will be a requirement. Back in 2016, the Association of National Advertisers (ANA) named “transparency” the Marketing Word of the Year. Today, transparency is still just as important and will become even more so in the future. The re-evaluation of ad tech companies’ impact is what some people have nicknamed “Techlash 2018.” This shift took center stage after the Cambridge Analytica data breach. Brand safety, trust and transparency in all forms are more essential now than ever before. Businesses are starting to ask the tougher questions of ad tech giants. They want more transparency and a higher level of accountability. Advertisers want total transparency on their metrics and ad spend. This has become the new demand, and advertisers will ask for even more transparency about their metrics and ad spend in the future. TV will no longer be defined by the large screen in your living room.TV is more than just a big screen in your living room — it goes beyond that. The average U.S. household owns an average of 2.9 TVs*, and time spent watching live video on TV is increasing, but consumers no longer rely on just one device to watch premium video content. In the same market, overall video use amounts to nearly six hours a day, including time spent watching content on a TV, computer, smartphone or tablet. Consumers choose the platform that best suits their needs in the moment. So, rather than only relying on traditional TV to deliver your message, you can now reach your customers across all screens and devices.Creativity will set advertisers apart, NOT conformity.Find the story your customers need to hear and make your business the hero of that story. Agencies that specialize in insight- and consumer-driven solutions can help bridge the gap between data and creativity, helping your business reach the right customers across all screens. As the list of advertising options grows, it’s never been more important to earn your audience’s time and attention. You have to create content that connects emotionally, entertains, fulfills your customers’ needs and reaches the right people in the right context — accomplish all that with the right blend of data and creative thinking. To learn more, download the 2019 Advertising Trends Whitepaper and visit SpectrumReach.com.Spectrum Reach provides custom advertising solutions for the modern media landscape. Operating in 30+ million households, nearly 100 DMAs, and 41 states, Spectrum Reach provides scalable marketing services utilizing national cable networks, internet advertising, and promotional events backed by marketing, research, and award-winning creative. We have the Most Powerful Marketing Data for your business.Period.*Viewership information from an estimated 240 million Charter devices. Data is aggregated and anonymized to ensure no personally-identifiable information is disclosed.Start advertising today.go2.SpectrumReach.com/Business1-844-888-7329Access to an estimated 240 million devices + countless viewing insights on the #1 brand builder, TV, connects you with the customers you need.Proud MemberJust one year into FirstNet’s five-year buildout, the network has seen an increase in LTE coverage by more than 50,000 square miles. As the network continues to expand, the First Responder Network Authority (FirstNet Authority) and its network contractor AT&T are working to ensure that FirstNet and its unique capabilities are available to all first responders — whether located in dense, urban sprawls or remote, rural regions.As part of this effort, AT&T launched a fleet of 72 deployable network assets to provide extra coverage for emergencies or in support of large planned events. These deployables, which include Satellite Cell on Light Trucks (SatCOLTs), are available upon request and at no cost to FirstNet subscribers. Tribal public safety agencies that are subscribed to FirstNet are already taking advantage of these solutions to bolster communications during emergencies and planned events.FirstNet’s deployables were recently used by the Yankton Sioux Tribe Police Department in South Dakota, where rough terrain physically limits LTE coverage. During a critical search-and-rescue mission, the department reached out to the FirstNet Authority and AT&T, which deployed a SatCOLT within hours. Yankton Sioux Tribal Police Chief Chris Saunsoci said, “In situations like these, communication is critical, and time is of the essence. Knowing the mission was focused in an area with limited coverage, we requested a FirstNet SatCOLT to boost our connectivity. Communications were in place within hours of our request, helping us carry out our operation.” Last summer, the Citizen Potawatomi Nation also leveraged FirstNet deployables for their annual FireLake Fireflight Balloon Festival, a two-day event that attracts as many as 34,000 people to the small community of Shawnee, Oklahoma. In preparation, Tim Zientek, Tribal Director of Emergency Management, coordinated with AT&T to set up deployable network assets for the event. The FirstNet deployable on site provided dedicated bandwidth for local first responders, ensuring reliable communications even when commercial networks were congested. Zientek noted, “Anything and everything that was tied to the FirstNet tower or connected to it has performed flawlessly.” Public safety departments alerted the FirstNet Authority when they recognized the need for dedicated deployable assets, and we are pleased to now support this program to help public safety across the country, including in tribal communities. As the network continues to evolve, the FirstNet Authority is collaborating with federally recognized tribes to identify public safety communication needs, gaps and potential solutions. The team is using this dialogue to inform future solutions for the network and ensure the tribal community’s voices are heard. FirstNet Boosting Communications for Tribal First RespondersFirstNet, the nation’s only network dedicated to public safety, is making significant strides forward.AGENCY UPDATE: FIRSTNETAGENCY UPDATE | FIRSTNETFOR MORE INFORMATION ABOUT CONNECTING WITH FIRSTNET OR TO REQUEST A TRIBAL CONSULTATION, EMAIL THE TRIBAL TEAM DIRECTLY AT TRIBALCONSULTATION@FIRSTNET.GOV.MARGARET GUTIERREZ National Tribal Government Liaison (Regions I-VIII), First Responder Network AuthorityNational Tribal Government Liaison Margaret Gutierrez (FirstNet Authority) meets with Chief Chris Saunsoci (Yankton Sioux Tribal Police Department) and FirstNet Project Manager Mike Waldner (State of South Dakota) to discuss communication needs for tribal first responders.| tribalnetonline.com52Tribes across thenation are gainingMILLIONS invalue & savings bydoing businesswith TribalValuepartner companies!Visit TribalValue.com and click the partner links to connect directly with a tribalrepresentative who can secure your pre-negotiated deals available only through TribalValue.“One call to TribalValue saved me so much time and energy- we quickly got connected to a vetted and trusted vendor partner who understands the tribal market.”Our Impressive Partner Companies Listis Growing All the Time! PHONE: 269-459-9890 • EMAIL: contactus@TribalValue.com • WEB: TribalValue.com Partner & Solutions Program....a division of| tribalnetonline.com54FEATURE | HUMAN RESOURCESThroughout my career, I have been on a quest to find an effective leadership program for our resort. I know that truly effective leadership programs penetrate through every level of leadership and move the needle in the right direction. There are many organizations that cultivate leadership very well. Disney is one of them; they have a coaching model that works. Leaders know where their focus should be, team members feel supported and guests feel taken care of in every sense of the word. This is a culture that is strategically set up to be a support system for all stakeholders. In my quest for the perfect leadership program, I have found that leadership done right is the noblest of professions. Let me explain.I recently had one of those “aha moments” while in a plane idling on the tarmac right before takeoff. I started to flip through the new HBR Must Reads and came upon an article by Clayton Christensen, “How will you measure your life?” In the article, Christensen says that money is not the powerful motivator that we thought it was. We are motivated by the opportunity to learn, grow in responsibility, contribute to others and be recognized for our achievements. He described a team member going to work with a relatively high level of self-esteem but then returning 10 hours later feeling unappreciated, frustrated, underutilized and demeaned. He imagined how this lowered self-esteem impacted that person’s relationship with their family that night. Christensen then imagined a different reality, in which the team member returns home with a greater level of self-esteem after learning a lot, playing a significant role in the success of some important initiative, and being recognized for achieving valuable things. He imagined how that work experience positively affected the employee as a spouse and as a parent. Christensen’s conclusion: management is the noblest of professions if it is practiced well. No other occupation offers as many ways to help others learn and grow, take responsibility, be recognized for achievements and contribute to the success of a team. This realization hit me hard. I’ve been so focused on giving leaders tools to get the job done but overlooked how that also helps team members foster a healthy environment at home as well — a beautiful byproduct. This is extremely important to me; being a tribal citizen, I’m always preparing for the next seven generations. So how do we create this intentional culture in which we all feel supported? It helps if you have felt it before. Think back to a time when you were coached LEADERSHIP AT THEFront-LineBYPAULA ALLENDIRECTOR OF LEADERSHIP DEVELOPMENT AND GUEST SERVICES, 7 CEDARS RESORTPaula Allen is an enrolled tribal citizen of the Jamestown S’Klallam Tribe, and Director of Leadership Development and Guest Services for the 7 Cedars Resort. She has extensive experience working at all organizational levels to build effective leadership development programs. She is also a Raving Partner at www.betravingknows.com and Senior Consultant for The Learning Point. ABOUT THE AUTHORTRIBALNET MAGAZINE | SPRING 2019and completely supported by your leader. That leader propelled you in a way that you needed at the time and you were a better person because of them. Now you have to pay it forward.Where do you start? A better question is: who are your most vulnerable, most expensive employees? — entry-level positions. Who is in charge of their success? — front-line leaders or supervisors. Then you can ask, “Have we prepared this team to support our entry-level jobs?” If I’m a dishwasher, new at your property, and I have been trained by a developed leader, I know that leader will be checking in on me daily, asking, “Do you need anything from me today? How’s training going? Have you met your fellow teammates?” and, more importantly, “Where do you see yourself in the next couple years?” I will feel support and I will not be looking for a new job. Conversely, if I am trained by a disengaged leader who is only interested in the mechanical tasks at hand and who is ignoring me only until I’ve done something wrong, I will be looking for a new job in a hurry. This cycle is so costly to organizations, but they keep it going for years, blaming the turnover on everything from the workforce pool to the position itself.I believe we need to focus on developing our front-line leaders, giving them the tools they need to develop strong relationships with team members in order to create a supported culture for our guests. We need to develop leaders so that they are confident in their role, can address behavioral issues within their department, and are ready with a plan to successfully navigate their way through what they will face on our gaming and resort floors. Millions of dollars have been spent to determine the core skills necessary to effectively lead people.• Leaders need to own their role and build confidence in their ability to lead. • Leaders need to know how to build trust within their team and cultivate positive relationships with their people.• Leaders need to manage people with impact — they should know how to remove the “noise” and effectively create plans to achieve set goals. • Leaders need to master the skills needed to effectively coach team members. • Leaders need to be able to build an effective team. • Leaders need to have the foresight and strength to lead through change. When a supervisor has been developed in these six areas, you can be sure their team will function at a much higher level. They will have the confidence to address issues within their team that they may have previously ignored. Their team will feel supported in a deeper way and start to flourish. In a nutshell, these examples illustrate my point — creating an intentional culture of leadership starts with changing the focus of your front-line leadership.| tribalnetonline.com56As tribes continue to rely on technology, associated cyber risks significantly increase. Tribal entities are just as vulnerable to cyber threats as non-tribal counterparts. Digital extortion is one type of threat that tribes need to protect against. Sensitive data, revenue generation and critical infrastructure are perfect incentives for cyber-extortionists to target tribes with a variety of attack techniques.At its core, extortion is a social engineering technique designed to elicit an emotional response primarily through fear or embarrassment. Digital extortion is not a new phenomenon. In 2012, it gained attention with the emergence of FBI MoneyPak Ransomware. In May 2017, WannaCry ransomware brought greater awareness to digital extortion attacks. Digital extortion is carried out by cybercriminals, typically for financial gain. Most digital extortion attacks begin as phishing emails. Some emails include malicious links or attachments to distribute malware, such as ransomware. All extortion attempts include a ransom demand in exchange for ending the perpetrator’s threat.CREDIBLE THREATSSome types of digital extortion threats are credible, in so far as the threat actor is able to inflict damage or disruption. Ransomware and DDoS attacks are two of the most notable examples through which actors try to extort after a threat is executed. RANSOMWARE. Ransomware is malware that encrypts files on infected computers, making them inaccessible until unlocked with a decryption key. The malware displays a warning message along with a ransom demand and instructions for payment, often in Bitcoin. Perpetrators may or may not provide a valid decryption key.DDOS (DISTRIBUTED-DENIAL-OF-SERVICE). DDoS attacks flood computers with invalid requests that render them inaccessible. While DDoS attacks have been a common cyberattack method for over twenty years, they have become more advanced. In 2014, cyber-criminal group DD4BC (DDoS-for-Bitcoin) began sending emails to target organizations warning of a large DDoS attack unless a ransom was paid. The group would then execute a small demonstration attack to serve as a warning.DOMAIN-SQUATTING. Domain-squatting is when malicious cyber actors register expired domain names. These names could be domains that were affiliated with or closely resemble a tribal organization. Miscreants offer to sell these domains back to the related tribe for a lucrative fee. Likewise, some criminals use the domain in phishing campaigns, or create look-alike websites and post content that could harm a tribe’s reputation and then demand payment in exchange for removing it.DOXING. Doxing is the publishing of sensitive personal information with malicious intent. In September 2017, cybercriminal group The Dark Overlord stole data from school districts in northwestern Montana and then harassed them with threats of violence — including extremely graphic text messages — if demands were not met.HOAXESWe have also witnessed an uptick in non-credible extortion-based threats during the past year — threats that have been given the air of credibility with the inclusion of personal information, such as passwords or email addresses but are nothing more than hoaxes. Sextortion is the most notable hoax, but in December 2018, we witnessed a rash of fake bomb threats and hitman attacks. The bomb threats and hitman hoaxes gained worldwide awareness that previous extortion themes did not have. The hope is that this widespread visibility will cause these and similar scams to decrease in their effectiveness as victims stop paying ransoms.SEXTORTION. A digital extortion hoax that has become widespread is sextortion. Scammers send an email purporting to have compromised a user’s computer and stolen all files, including contacts and browser history while the user was visiting an “adult” website. The email threatens victims with the disclosure of unsavory pictures or videos to contacts unless a ransom is paid. While the scammers do not have the “dirt” they claim, some variants include personal details like name and phone number to make the ruse appear credible. Some appear to be sent from the user’s own email address as the fraudsters want them to think they have compromised the individual’s email account. TRIBAL PREPAREDNESS & MITIGATIONA key element to protect against cyberattacks of any kind is providing awareness training to tribal employees on the latest threats. However, to maintain a defense-in-depth strategy, tribal organizations must address additional technical controls and considerations:• Maintain current, encrypted backups of important files• Keep systems and applications patched• Do not pay extortion demands• Report incidents to the FBI through the local field office, Internet Crime Complaint Center, and/or the appropriate Information Sharing & Analysis Center/Organization• If there has been a loss, you may also need to report to tribal law enforcementJennifer is a cybersecurity professional with over eighteen years of experience supporting critical infrastructure and SLTT governments. She advises and consults on cyber threats related to homeland security for critical infrastructure and vital lifeline sectors. She is experienced in malware analysis, threat assessments, cyber threat intelligence, compliance and cybersecurity awareness.ABOUT THE AUTHORBYJENNIFER LYN WALKERDIRECTOR, CYBERSECURITY SERVICESTHE GATE 15 COMPANYFEATURE | CYBER SECURITYDIGITAL EXTORTION— Tribes at Risk| tribalnetonline.com58 BY D.J. VANASPRESIDENT, NATIVE DISCOVERY INC.D.J. Eagle Bear Vanas (Odawa) is an internationally acclaimed motivational storyteller, business owner and author of best-selling book The Tiny Warrior and his newest, Spirit on the Run. D.J. shows people and organizations how to apply warrior spirit principles to create clarity, lead with courage and serve at their best regardless of circumstances and has done so with groups such as Intel, Subaru, P&G, NASA, Costco, U.S. Army, Mayo Clinic and 500 tribal nations. He is the owner of Native Discovery Inc. and can be reached at (619) 271-2113 or at www.nativediscovery.com.ABOUT THE AUTHORFEATURE | LEADERSHIPElders in our Native American communities have always said that nature is our best teacher and the outdoors, our best classroom. If we observe nature, we can often learn all the lessons we need to be effective leaders and happy, healthy human beings. A great lesson in leadership investment comes from the humble squirrel. Every fall, it is common to witness squirrels scurrying about feverishly, all day every day, gathering nuts, digging holes and looking around suspiciously as they store them away for winter. If the squirrel is diligent in this task, it fares well through the unforgiving winter and survives to thrive in spring. If it isn’t, well…Of course, squirrels are storing the nuts away because they understand that winter is harsh and offers few resources to draw from. So, they create a food bank to extract from as needed. The reason they store so many away, according to the University of Richmond, is that the squirrels suffer up to 74% loss from their hoard — 25% because of theft (other squirrels, birds, etc.) and the remainder due to their own forgetfulness (…now, where’d I put that darn nut?). As leaders, we must “collect and store” a cache of positive interactions within our teams. These interactions can come in the form of guidance, encouragement, praise, meaningful conversations or collaboration. They build social capital, goodwill and trust within the team. The more of these positive exchanges, the better, because many will be forgotten over time and there will be hard and challenging periods when we will have to withdraw from the cache in which we’ve invested.Investing in relationships to create trust is worth the time and effort required. When you’ve built trust within your team, they will follow you through the fires of challenge, setback and fear. If you haven’t built that trust, your team won’t even follow you down the hallway. Creating a trusting environment requires a willing investment of time and authentic, engaged interactions. Our friendly squirrels also remind us of the process of determining the difference between a quality nut and a dud. They pick up a nut and feel it; if it has the right heft and weight, they decide it’s substantial and worthy of storing away. The lightweight, hollow shells prove empty and get tossed away. We can apply this intuition to leadership when we remember that giving insightful and specific feedback to a team member who just successfully completed a major project is much more meaningful (a keeper) than just a generic “way to go” comment (a dud).The last thing our wise squirrels teach us is the unexpected impact of our actions. Out of the many nuts that are forgotten and left behind, some of them become trees that produce thousands more nuts. So, leaders pay attention here — no good interaction goes to waste! We never fully know the impact or effect of our actions, so keep putting the time and effort into enhancing your connections, fostering your team members’ growth and guiding them with encouragement. Because after all, the best leaders aren’t the ones with the most followers — the best leaders are the ones who create the most leaders. 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