 Well, first of all welcome and I'm glad everybody got coffee because it's been a quiet morning so far and it's time to wake up I'm gonna play a video as well But completely different than the one you saw is my job as a myspace person is to somewhat entertain you while we're talking About safety, but before I do that I want to just give you a little bit of Perspective on what my space is and we are going to be talking a lot about the safety and how the site works and things like that And right before getting into that. Let me just put in perspective who not just my space is but when news corporation is news Corporation actually created an internet division called Fox interactive media That internet division acquired a bunch of companies and created new companies And it is in essence where my space sits along with American idle calm Fox calm Fox sports calm There's a bunch of sites out there that all fall under the umbrella of Fox interactive media, which is a news core property It's often been said my space is social networking site and I think I can tell you all today We are not just a social networking site We're actually a social media portal when the site started by our founders Tom and Chris Five years ago now their idea was connect fans to bands and that Eventually evolved into people connecting with people people connecting with each other They're sharing their lives and that then connected with the portal So now my space is in essence a social media portal with all the amenities of a portal that you get on any portal out There plus the ability to connect with people consume content connect with culture and find new things that we're developing constantly And just to put it in perspective on where we are today And then I'm sure we can talk about later where we're headed as I think you're going to hear about my space Music soon enough and you've been hearing about in the press We're headed in a whole new direction From what I think people are often thinking of us when we talk about my space so let me play a video and close your ears because it's gonna be exciting and I know maybe three people in this video Hello, my name up for that. I only a second Kazaki man ever on my spaces My space.com my space. Isn't everybody on my space? You've got like 1.2 million friends according to your my space page and those people can't all be your friends They're all my friends. No, they're not all your friends. In fact these people here They're all in my space and I know everything One of the best ways that you keep growing in the band is stay in touch with your fan base Everyone tells me get on my space and now I'm officially addicted Just for laughs is the biggest comedy extravaganza in the entire world. No, what do you think of my space? Jason my space you have taken over the world. It used to be MTV. No longer now. It's you first to see a sneak peek of the office Look on a my space.com Wednesday at 8 Eastern Do you think that the technology plays a role in that no question about it because the communication Ability now with the with the internet with venues like my space These days the internet is where it's at my space.com has launched a massive drive to sign up new voters Registration forms are just a click away. I'm sure a lot of you're saying I didn't really need coffee. Did I? Just to add some more perspective to this there's 78% of the moms out there are online today 48% or nearly half of those are on my space And our largest growing population is actually 35 to 42 years of age We are around the world 122 million users around the world. We continue to grow every day So we everything we do we think about it from a scale and worldwide perspective Just some just some straight numbers for you 20 million images are uploaded on the site daily on that weekends after people go out and Take more photos with their digital cameras that number can sometimes shoot up to 30 million About 25 hundred 25 billion impressions a month as of as about a month ago So I'm sure that number has gone up a little bit now and the video site about 105,000 videos are uploaded daily So this should just give you an impression of what we're Thinking about looking at dealing with when we think about safety and security It's also a place where a Lot of amazing things are happening a place where we call a place for impact So some were about 100,000 social causes have shown up on the site set up a home and are using it to connect with their constituents to Advocate for their causes Recently we launched my debates with the presidential debates Commission first time ever you're gonna see presidential debates go from the the television medium to also the online medium We also got a call I think I got a call from Oprah's safety lawyer about a week and a half two weeks ago Saying hey, there's a legislation in Congress right now. We need it to pass We need your help to get people on my space to be calling their senators calling and saying get the protect act past We set up a site over the weekend launched it on Monday right before her show aired and where she did exactly the same thing It's also a place where we're providing crisis communication capabilities to the government and to universities in the country Got a call from secretary chair top Just when hurricane Gustav was coming and they said how do we get? Information to people if the telephone lines go down if other things go down there might be internet access Which was actually a surprise and it and it was a surprise that happened due to the power of Microsoft my former company Where they got the internet up and running people and then there's also a lot of people around the world and country that want to know What's going on with my family and friends in there people want to connect they want to donate money They want to get information in real time, so we created a widget specifically for DHS launched it on our site and put it out to our users through an announcement that went out to every user through our founder Tom Anderson University of Florida State University Created a system on the site that says when something bad happens whether it's a gun shooting or some other emergency They can put out Information to their users not just the students but also to the family and friends of those students by launching a site on the site I mean on our site, and this is also something we're working with the UCLA Stanford reached out to us recently to start a communication in that area We're going to find ways to expand this around the country It's also a place for crisis intervention We worked with the National Center for Missing is Buddha children and said you know those ember alerts on the highway How do we get them online? Since we launched about a year and a half ago the ember alert program on the site. It's had 463 million impressions So every time you see an ember alert when you're driving in that highway in the region You're in based on what the National Center tells us those alerts show up on that region on my space Suicide that's a major part of our program where we're relying on our users to let us know Hey, I think there's a friend of mine who's threatening suicide or somebody who causes we institute an emergency response system We reach out to the suicide Prevention hotline and on top of that we also call law enforcement in that region and say Somebody needs to get to the house of this individual find out who they are get them help and save lives So given all that that is what my space is today How do we take safe? How do we approach safety? I? Created this what's now known in our own company as my house slide, but overall I spent 18 years doing safety and security I started in the LADA's office as a as a prosecutor and then went to the federal side Prosecuted internet child porn cases internet predator cases computer crime cases as well as the physical world baby rapes and adult rapes and murders and gang cases then headed off to the movie industry and internet enforcement and Microsoft where we took that perspective of safety and security in the legal side and translated into business impact and how do we create for example? Vista with family safety settings or Xbox live with safety settings and things like that Looking back on the last 18 years I've probably touched every one of these areas that is in this slide and when we look at safety and security I spend my hours trying to figure out how to create a safe and secure environment and Bringing these seven different areas to the forefront So our approach We build safety into my space safety features into my space and then we partner with our Safety advocates law enforcers educators policymakers and Get to a point where we reduce it down to three C's and one of the things you heard I think in the last day day and a half and Actually, you've heard if you're a task force member over the last six months is what is the problem? We're trying to solve Because you can't implement anything unless you answer that core critical question first and at my space We'd looked at that and we said well number one issue that we want to tackle one of our challenges is Preventing access to inappropriate content. We don't allow nudity hate speech extreme violence drug periphery Nailia all sorts of things on the site How do we prevent access to it and how do we prevent it in the first place? Number two contact not contact between anyone, but unwanted contact between an adult and a teen How do we make that happen? How do we find solutions that will impact that area and solve those issues and then finally? Collaboration we need to make sure that everybody understands. We are a technology company connected to social media Our job is to build technology build new and new ideas new channels And then we focus on how do we partner with the experts when something does go wrong law enforcement safety advocates? Law enforcers policy makers we have to find ways to collaborate to bring the holistic approach to life Which means it takes an entire community to make these things happen So looking first at content We approach this in multiple layers one is content on the site now rather than relying just on users And actually I'm gonna go back a slide just to explain this a little bit better I put up a here a new paradigm and the reason I did that was When I was at DOJ about 97 to 2000 we used to meet with a lot of internet companies and one of the things we always heard was well Notify us of an issue when our users tell us we will take care of the problem And it was also always presented as this is what we call zero tolerance Well, I think the industry has actually moved beyond that and we're setting the way for the industry to move beyond that And it's what we're calling now a new paradigm is emerging Which is don't just do notice and take down But merge it and combine it with proactive measures that you're taking as a company to Identify the issue prevent the issue and take action very quickly before your own user calls That should be the ultimate goal take care of it before you get the call from the user or an email or complaint So in order to make that happen every image on the site We're trying to find ways to review that all the videos that get uploaded and I know a lot of people have asked Well, how do you get the videos? You can't watch them any hours but what we've decided to do using our technology engineers and actually our Head of our product safety and security product team is here watching because she was looking at all the presentations yesterday to see what might be out there that we can implement We take a video we strip it down into 15 stales And then we give our staff the ability to look at all that and if there's something they want to pursue further They can or they can delete the video same thing with images. They have screens to look at they mark it very quickly We ask people to be overly cautious If you're not sure market and in-house manager is going to then make a final decision on it Discussion groups we went to law enforcement. We said give us all the Keywords that bad guys are using out there whether it's a child pornographer It's somebody engaged in some other type of misconduct and let us run those keywords Against our site in these discussion groups area looking for something that might be popping up and before Some bad thing event or bad event happens. We need to get in there take care of it delete it And if necessary report to law enforcement The red words I actually made them a little lighter because they are pretty graphic words, but they're up on the screen Another thing we do not just on content on the site and I think Donna Rice was asking this question about linking and things like that We look at people and we say well They may want to link out to this from the site or they want to bring in content from another site and make it appear on our site We've created what we call our blacklist where if it's a phishing site if it's a porn site if it's a Some sort of malicious virus site. It goes into the The blacklist if you link to it or try to bring it into the site that code gets disabled It sends you back to the home page So you porn is a perfect example. I tried this on our site You can't get it up there But you can try other sites out there who aren't using Proactive tools and doing blacklist and things like that you can easily put it up there So an individual on another site can easily go to that But if you try this it'll go send you right back to the home page Another thing we consider at all times on the site is our users Which I think a lot of people may have a misconception and this is not our users in general but people on the internet The majority of people are like they are in the physical world It's a reflection of real life where people want to follow the rules follow the law do what's right It may be surprising because we're spending all our time trying to solve difficult challenges and problems But the reality is people are for the most part following the law. So we also use teachable moments We've redirected you or we've disabled a thing. Well, what just happened somebody needs to understand Why couldn't I click on that and go somewhere that way they'll learn what our member rules are we'll let them know Hey, we disabled it. This was content. That's not allowed or it was dangerous to you may have it contained virus or something like that If we don't know what it is and we do create whitelist of things or it's not on the blacklist And you are going somewhere else off the site. We use that as another teachable moment Take a minute understand you're leaving our site You could be going to someplace that is fishing you or is dangerous in other ways Now if you choose to do so you can if you want to go back to the site you can you want to learn more There's an opportunity to do that We also want to introduce deterrence every step of the way so for example when you're uploading to the site We'll grab in the red box You'll see we'll grab your IP address and we'll let you know that we are taking your IP address And we're going to keep a record of it because if there is some conduct that's illegal in nature We will work with law enforcement. We will disclose that information This actually came to us this concept from law enforcement directly said if you do this you're going to scare away the bad guys And the number of images are actually deleted on the site the combination of adult pornography or or Extreme violence or things like that is so minuscule and small It tells us that our users are following the rules and in fact we have users who tell us. Oh, I didn't know we couldn't do that Okay, I won't do it anymore It's amazing how it's a reflection on real life at once again But we also know and that's why notice and take down hasn't gone away Despite the new paradigm that there are going to be places where somebody may have gotten something through So we have to provide our users the ability to let us know in places that matter So if you're an image look at all the red boxes that are on the screen if you're an image You can report this image if you're in a video you can flag it if you're in a forum You can let us know if you're and running an application you can let us know this is causing an issue or things like that These are all different places and we're looking for more places on the site as we grow to Institute report abuse capabilities, which then goes to our 24-7 operations team to look at it to review it to take Care of it and take action So what I've just said in the content side is in essence we want to make sure we identify a Image that violates our policy or video or content ahead of time We want to make sure that you're not just going off to a place that may be bad in itself and find ways to do that and blacklist things We want to deter you. We want to teach you as it's happening and we want to give every user on our site the ability to let us know And actually we go a bit beyond that on the content and context side We're giving the ability to anyone who comes on our site the ability to tell us there's a problem You don't have to sign up and we do that because from our perspective our users have people who care about them And we want them to have the ability to say well, wait a minute. I saw something on your site I don't like it. I may not be a member, but my teen is a member So at least they have the ability to still tell us on the contact side We start out with the notion that the first thing you should do is focus on the known bad We made a policy decision. We are only the only company in the world doing this right now We have a proactive zero tolerance policy for convicted sex offenders on the site And we built in conjunction with sentinel tech. I don't know if John Cordillo is still here, but a Technology that runs 24-7 It looks through a bunch of criteria for registered sex offenders on the site There's a team that works 24-7 looking at every result that comes back and says oh is that a registered sex Fender, let me compare on the right side up on your screen That's the profile information that sentinel provides us and then we built a tool in-house for our support Team to look at the profile on the right side and the images that put up They can click and they can go to the profile They can make sure that this is a confirmed registered sex vendor and then delete that profile Preserve it for law enforcement and let them take it from there We run this 24-7. This is not a one-time hit we do We don't rely just on our users. We if we miss one one of the greatest things again about our users Is they will identify it and tell us and when they do we we try to figure out what happened what went wrong? Why didn't we catch it and there's a guy on my team whose job any time it comes in is to go chase it down and say Was it a problem on the sentinel and was it the government database wasn't good enough? Was it a problem in our review and we constantly are trying to make sure that we're not missing things We also focus on underage users. We don't want users who are for example, 10 years old on our site so we Identify we created algorithms We watched how teens and kids talk to each other and it's interesting because they want to be known just like Our friend from Facebook was talking about people want to be known a lot of times to their friends So they will give you information and we're running search algorithms 24-7 looking for individuals who are telling us something more that then our again team Goes through all the results and looks at who might be a 10 year old or an 11 year old and those profiles are deleted Next thing that we considered was how do we mirror and this happens everywhere on the site the physical world of world of Safety and security into the online environment, and if we can't mirror it How do we mold a new idea so that it reflects the real world? one of the things we're doing is If you're a younger user on our site The person who's an adult trying to befriend you or even send you a message Can't do it unless they know your last name or your email address Information you cannot find anywhere on the site because we don't publicly disclose disclose it So if there's somebody like Kelly wants to befriend me and I'm 13 years old She can't do that because a pop-up will come up saying I only accept friend requests or ad requests from people I know you need to put that information in here Another thing we do is we limit the ability for adults to browse for under 18s as an over 18 You can't even check in the browse area below 18 It starts at 18 and goes up from there rather than giving you the ability to do anything below that We limit who can see a minor Not only browse for a minor, but who can see a minor so all minors are Defaulted that's not that are signing up to my friends only in other words They're private their profiles are private and under 16 year olds are kept that way We limit who can see anyone on the site We give you the ability to say I don't want people to know one online So check the box if you want them to but otherwise you don't and there's all sorts of really granular ways to create a world that you want Reflecting your physical world you may not want everybody to know you're on my space. You may want your friends from work You may want your friends from home. You may want your friends from school You can create these networks for yourself on the site and set the privacy settings the way you prefer them For younger users many of those are preset and many of them are locked because we've taken some proactive measures in those areas We limit who can not only see you, but who can connect with you You can set it up so that if you're 35 years on the on the site And you only want people you know in the physical world to contact you you can make it so that happens You make it so somebody can't send you a friend request without putting a capture off One of these things has been a great way to reduce the spam on the site and we've had a Significant drop in our spam controls because of all the technology We put in the bells and whistles that go off is something anomalous is happening on the site I think Facebook was calling it karma interestingly We're developing karma as well and and are even calling it that So I should write them a check or they should write me a check now We'll have that conversation later on whose idea was But in any case the reality is and you'll see this I think from other companies in the social networking and social media Portal world is that we're all looking at what we call Reputational analysis trying to understand what users are doing what behavior is normal anomalous unusual things that will trigger Something is going on staffer go look at it figure out what's going on and take action Or technology this is gone way beyond what is Considered normal take action now to prevent any any harm to other users very quickly whether that's spreading spam or anything like that Nothing we do to keep our miners protected is we lock the age aren't signed up So that the measures that we put in on safety remain with them and they don't Explore or try to explore outside of that once again like I talked about in the content area We look for teachable moments So when you're uploading images or videos, we put up a little ball Look at the red box We put up a little warning let you know that other people can see what you're putting up and what I sell Why I actually tell a lot of school folks and and teens is look if I asked you to come up here in front of a school stadium or a school assembly and Sally tell Jesse what you just said last night or what you did If you're not willing to do that don't put it on the site And that's something that hits home because it's that real-world Experience that people have had and they say well wait a minute. I never thought about it like that. Yeah, you're right I won't do that and we have those kinds of safety tips throughout the site and we're inspiring people to understand Live your life online just like you do in the physical world We also give miners tools and we these tools actually go with everyone to stop cyberbullying We were talked somebody was asking about questions in the cyberbullying world When you're posting when your site is set up you need permission to post a comment to another person's site So when I receive a comment which mine is set up like this I can look at it and say, you know, this comment is not appropriate. It's mean. It may be nasty It may be wrong. It may be misleading or it just made me in something I don't want on my profile. I can say no permission not granted and comment never appears I also have the ability and as every user on the site does every teen on the site does to block Other users I can check that box and I say this person Tom, you know what I don't want them to connect with me I don't want them to talk to me. I don't want them to do anything with me block this user We provide miners with a closed high school section where you have to be vouched for before you're allowed in This gives gives our high school students a place to go to connect with other high school students who they know who belong to their high school and and very Incognizant of the fact that people have gone to high school and then graduated. They also want to be connecting with their high school alumni friends We've created a special area for them separate from this Deterrence We looked at how we're trying to put in the tools to Give to the user to empower them to take action. We've given Things that we've done ourselves, but we also want to add at different places on the site Determ people from engaging in misconduct For example again, this was working with law enforcement. We learned that if you verify email addresses That sends a message to that potential bad guy. Wait a minute I'm I'm using a verified live email address whether it's hotmail or it's yahoo or it's a well or it's whatever site There is out there. I also know those companies will maintain those records because those that same type of messaging is coming from those companies So if something does go wrong, we will provide it to law enforcement and we will move forward with that One of the things we did in our site in in conjunction talking to a lot of law enforcers out there is we went to a one-year Subscriber and IP data policy We will retain that information because we know it may take a while for an investigation to proceed and at the same time Even if it goes beyond one year, we'll keep it as long as the police officer tells us they need it for an investigation We also empower members you want to give the power to the member to say hey something did go wrong You missed one here. Let us know so users can report abuse at the bottom of every single profile on the site You have that ability and users are great at enforcing member rules It's no different than community watch people like to let us know if there is an issue and we can handle it and When they do let us know we try to be as specific as we can tell us what you're talking about is a cyber bullying Is it an imposter profile? We're actually expanding this. We're looking at all the different things. We're doing in the report area Trying to make it more granular more specific and more directed to the right team who on the back end works 24 7 To get these things taken care of Report abuse comes into play in contact as well So if somebody sends you a note, you don't you don't think it's appropriate or there may be something wrong with it Or you think hey, you know what this this the myspace folks need to know about it They can let us know there's abilities in places that matter So if you look at what I've been talking about, there's an approach. We're taking it's holistic It thinks about the user when they're getting on the site It thinks about the user when they're doing things on the site the contact the content all of those things We're trying to deter people use teachable moments provide the opportunity to let us know it's a combination of The combination of proactive and notice and take down or what others have called reactive All that being done We also think it's really important to Collaborate and partner with those who are also thinking about the safety and security of the community Whether it's a physical or the online and frankly nowadays I mean if you look at a teen they're they're online and in the offline world at any given time They don't even know the difference people like me. I'll sit at a computer. I'll look behind that computer and say is it connected to the internet? my son one day said What does that mean? Connected to the Internet he in his mind It's always connected. That's just the way life is because he's never seen a modem before And so that's how we have to think about this world There's a lifestyle convergence that has happened and we have to live in that world and always think about what's already been done for 200 300 years for physical security and what can we bring into the online environment and expand or mold or recreated online? When something wrong does happen 24-7 for law enforcement We do not care if it's an emergency or not We're there to answer that phone in three rings or less And my staff kind of gets annoyed when I'll be on the road and I'll pick up the phone And I'll call just and they'll be like, you know law enforcement hotline. Can I help you? I was just checking if you picked it up in three rings. Thank you. Bye But it keeps people on their toes and it works Law enforcement, we also recognize needs to keep up with the times to see what's going on And so we're training in person. We've already trained over 4,000 law enforcement officers and we're doing this worldwide We wrote an entire guide for them and said here's our site works. Here's the information on it Here's what you can get here's your two-page cheat sheet if you're a detective put it at your desk Tape it up there before you call us take a look. You'll know what to do That's the part we're doing to react to an issue that's occurred There may be something that they're investigating they need to contact us But we're also looking at it from a proactive perspective We know that there are gang members who are starting to go on the internet Before we hear about it on MySpace. We said let's call and create an anti-gang task force So we reached out to 26 different agencies in the country And we started a phone conversation with them and that turned into something much bigger now Well, we're saying what are you learning and they're actually actually going to be a LAPD is coming to see us I think in a couple weeks and they're going to spend about four hours just teaching us how the gang environment works And what's going on in their world so that we can say let's Understand it help our support people know what to do if there is an issue Proactively see what we can do to reduce anything from happening in the first place One of the things that we've always thought was as an industry leader We don't want to just care about our users who are on MySpace. We want to care about the internet overall So if you're on the site you're also Whenever whenever he gets up I get like all right time's up Collaboration not just with law enforcement with experts These are some of the the organizations around the world that we're working with to understand what issues may be happening And again, what can we do proactively to stop it or deter it? We use teachable moments even here if you when you're signing up as an under 18 We have you read and click before you can get on the site through a bunch of safety tips and we give you further information on that Collaboration also means education to us. We wrote a guide for school administrators that went on to 55,000 schools wrote a guide for parents that's getting downloaded every day on our site and can be Gotten from in a physical form as well as well as a teen guide We worked with the National Center all the different People you see on the on the left side and then we said, you know, let's raise awareness Not just for internet users who are on MySpace for the community overall We went to the FTC partnered with them. They put a video on our site, which we featured got 785,000 users to see it We also did a PSA called don't stop the dialogue to say to parents You've taught your kids in the physical world how to be safe and secure. You can also do it in the online environment It's not that difficult. You just need to learn a little more about what to do That reached 150 million users. It went through American Idol American Idol on the television show every Fox broadcasts and network station ran it So that was a great endeavor for us and we're going to continue in that line We created a safety side on this on the site itself. That's interactive for anybody You don't need to be a member. You can go to it. You can actually I don't know if Steven Balkum is here He's our featured expert right now. He's in the back people are gonna I'm sure gonna in a date plus focey.org pretty soon. So he's gonna have to get his servers ready But these are things for teens for parents for educators. We're making it as rich as we can then we said we heard from parents I don't know if my kids are on your site. What do I do? We wrote a piece of software for them Gave it out for free. You can download it You can put it on your PC at home and you'll know if your kid is going to my space and then one of the core beliefs We have and I a lot of people have said this over the last few days is parents are the first line of defense in our world Parents are not only the first line of defense, but we respect their wishes So if you have a 17 year old at home, and you don't want to mind my space contact us Let us know we'll take care of it And these are some of the things that we're doing in that direction so just to close up I'm gonna revisit the three C's what we were talking about content If you look at everything we've been doing it's what I consider a holistic approach It's not something where one person can stand up and say I've done this we're done We have to constantly look at what's going on in the community We have to constantly look at new technologies that are emerging some of the companies yesterday that we're presenting We're actually testing them We're saying is there something that can be done that you're offering that we can adopt and integrate and that's why Kelly's been looking at it With open eyes you all day yesterday We're gonna continue on this think you've often heard us say that internet safety for us. It's not a journey It's not a it's not a it's not a destination But it's a journey and as long as our site continues to grow as long as that we have users and new channels and new Ideas coming up. We have to be the leader as the leader in the social media portal world In innovating in the technology in the safety and security world Now one thing has the last thing to say I've often been asked and this is happening a lot more now I'll get a call from somebody saying alright, so we're a new startup. We're small But I heard you don't compete on safety, which is true You've heard me say this many many times if you if you've seen us out on the road anywhere We do not compete on safety you call us We will help you will tell you what we're doing and a lot of companies have said well You have all these engineers. I think I was hearing that from a vendor yesterday You got so many engineers, but you know what the reality is any company entering into the social networking or social media space Can do certain things and frankly in our opinion must do certain things in order to provide a safe and secure environment Even just to their new users who are signing up and starting Things that I put up on this the basics you can do and then continue and do you know I mean when we started With Tom and Chris it was a new site We went from that to over a hundred different safety features and innovations Ideas and programs we've implemented and the AG agreement I think 67 out of 68 of those have been accomplished already and we're going to continue on this path As long as we exist as a site, but as a new company there are things you can do there are things that are relatively easy and They make a big difference on content contact and in the collaborative world Even thank you very much. Please join me Appreciate this notion of holistic approaches, which I think is one thing as the task force We ought to figure out how to describe a holistic approach and stitching together many different measures as you've demonstrated you are I Suspect there will be some questions, please My name is Danny. I'm from been verified I've actually got to experience the that don't stop the dialogue PSA and I thought it was fantastic So it was a touching it was supposed to be touching. I'm sorry. I said was it touching? It was supposed to be touching. Yeah, I just thought it was a power from a from a messaging perspective I thought it was it was really smart. Are you an American Idol watcher? Actually, I'm not I saw it on the internet My question is is there a way to measure the effectiveness of these sort of PSAs? Has it been measured, you know quantified quality and is there a way to do that? Will that be done in the future? I mean, I think a lot of the PSAs are being measured ad counselors a perfect example If you look at at council, they're constantly putting out PSAs and that's because they do have an impact if it drives People to act and in our case that call to action was very simple. Go to ice I keep safe org and learn more I got a call from the executive director of I keep safe org Marsley Hancock when that PSA ran She said the PSA must have just run. I'm getting calls all over the place Our our network is getting emails. Wow. I didn't know that could happen, right? And that was a great immediate Reaction to a PSA running on television. What I found more interesting was a PSA ran and Instead of watching the rest of the show. Maybe that's not good for my Fox Fox television perspective But people were going online and emailing I keep safe org for getting more information So from just that anecdotal perspective, I think the answer is absolutely yes The second though from ad council and I would urge you to go to the ad council website and learn about all the different things They're doing because we're partnering with them on creating PSAs for the safety and security of environment Just keep talking Glendon lab Thanks. Hey, but that was very very insightful very valuable I Especially appreciated that you talked a little bit about deterrence Which is something that we haven't discussed that much here as a task force, but I think it's it's it's an important piece of this I know it's important to law enforcement And I've also always sensed that you know word gets around among bad guys about what you know how watchful a site is and what what's being retained for instance and My question is I noticed you talked a little bit about what data gets retained and I've always noticed there's some Tension between the law enforcement authorities who are always pushing us to retain more and more information Which many of us like to do and on the other hand privacy advocates and and privacy commissioners Especially in the EU who who kind of go the other way and I'm just wondering if my space has You know how you've resolved this or what pushback you've gotten on on either end So your question is something that we were debating in DOJ 15 years ago And it's going to be like that all the time, but I think one thing people need to understand And our users understand is there's a difference. There's they're not mutually exclusive Privacy versus data retention or security, which I think a lot of people think that while you're retaining data That's violating my privacy. No, it's relatively simple concept. We just need to explain to you What it is we keeping how long we keep it and what do we do with it? And as a member you have our member policies to understand it You have our pilot privacy policies But one thing we did was we went out to the law enforcement community And we're also talking to the privacy community and one of the things that I think people feel comfortable about is the data Doesn't just get disclosed willy-nilly It gets disclosed in response to a legal request whether it's a subpoena to search warrant things like that We also learned from the law enforcement community How much time it takes for them to conduct an investigation having been a prosecutor that part I could connect with very quickly and understand the pain that they were going through and the third is Actually, I said two things. I'm not gonna say a third Lawyers are trained at law school to say things in threes, right? So you naturally felt as a non-scientist and lawyer they teach you that move or three That's right. We'll go to Blair one sec But just one note can I'll be very interested into your question. Oh, sir It does except I was taught in the court that There should always be three before going to Blair just one note, you know, you gave the sense that the Europeans May be giving you a different message From the Commission perspective I'm curious in a year from now when the EU data retention directive starts to get implement at the state level whether you be saying the Same thing there's obvious tension there between, you know, the The privacy directive and data retention, but it may well be that the European bar is actually higher than the u.s You know, I'll add a third based on that. All right. There we go. We got there Method in action. What's interesting is that the European Commission or Union? Asked countries in Europe to retain data for one year. Actually they said from six months to two years And we have so far chosen one year because it seemed the UK said one year in their country US there is no law right now But I know DOJ is thinking about two years, but the more we look at it. We focused on who you are Where you are and what you do or say what you say and who you are and where you are is more important and more Critical to law enforcement when they're doing their initial investigation to know is this person in my country my jurisdiction And then I can proceed from there and that actually takes care of the majority of the issues that are facing law enforcement And also because it's not what you say it helps in the privacy side There Thanks, Blair Richardson from Aristotle. I had a question about your new paradigm and proactivity slide And actually before I started wanted to say a lot of these controls look very helpful And I want to commend you on them particularly with respect to immediately contacting law enforcement when you get an imminent Suicide threat that's really important. I wanted to ask you the same question that I asked Facebook which You understand is that When you learn that someone is a registered sex offender Do you proactively look to see if they have been contacting minors and When minors have been contacted whether it it's wanted or unwanted What's your policy on notifying the minor parents nick-mack law enforcement? Proactively essentially the same question I asked Facebook. I think you actually raised the question that ties right back to the paradigm question, which is What we did is we created a technology with Sentinel to proactively identify individuals Versus other companies. We're not waiting for somebody to tell us. Hey, there's a guy on your site He may have been there for a year may have been there for two years and He's a registered sex offender. We're running when you sign up as a user We're running this technology on a 24-7 basis doing an analysis and then we have a 24-7 team That looks at the results as and we try to do it as quickly as we can so that when you've signed up You don't get much opportunity to do much on the site Number one number two We're letting law enforcement know about this even if they have not done a single thing wrong in our site and We're providing that information to law enforcement So now you have law enforcement officers who have the ability to see what that individual has done based on the information We provided and conducted in an investigation In those situations where we think that somebody is on the site to register sex offender or even who's not a register sex offender We don't want to limit it to that and there seems to be some anomaly. Maybe they're befriending too many kids Maybe they've been blocked or rejected by too many kids. We're not going to call the law enforcement Office directly we're going to call the National Center for Missing Spotted Children because they've created a hotline with us for exactly that purpose And then they will conduct their investigation farm it out to whatever agency might be in the world and go from there Do you have a sense of how many people on my space of all your members have signed up with their real names? No No, but that's why we're using all the different controls. That's why we're giving power to the users. That's why we're We're also very quickly seeing that users are Wanting to be known just like they are in the physical world Okay. Thank you. Teresa. I'm polytechnic University I wanted to ask what is the most difficult problem that you are dealing with and The one that you view is most pressing to protecting children when they're using your site I actually think the most pressing challenge that we have is perception and that's not we the company my space But we the industry because there has been I think and we're learning this more and more as we go through our task force a Misconception out there on what problems need to be solved And I think as an industry we need to be focused more on identifying the true problems and finding ways to solve Those problems are those challenges More specifically on the site itself I think the greatest challenge not just my space but every company frankly has and this is Tied to the data. We're learning which is there are at-risk teens out there And those people who are at risk in the physical world are just as at risk in the online world And that's and I think an eye-opener for many people and our greatest challenge is how do you proactively? identify an at-risk teen so that you're protecting that individual creating intervention Before something can go wrong and I frankly I think that's one of the greatest challenges We have in society when you're raising teens is if they're at risk How do you know is there a counselor who figures it out? Is there a teacher who understands there's a friend who's willing to say intervention and can you do something on the site itself? And that's why I think putting a lot of these controls in place and the ability to tell us quickly the 24-17 that responds It helps but usually it means something's happened to that at-risk team And our goal is to say how do we find a way to identify them early? Whether it's going to people like and Collier and saying can you deploy a bunch of sociologists out there to look at our site and? Identify somebody whose profile you might see and Dana suggests at this one point There are people who can look at a profile and possibly say I think that person's at risk Well, if there are people out there who are listening who can do that tell us we have that 24-7 capability to respond But I think that's one of our biggest challenges Thanks, Jim and if we keep you up there for two more and then go to a break three more three more All right three more good man Great, then I will reserve the last one for John. So we'll go net nanny John Morris I'm gonna go with John just because he hasn't Yeah, thank you. Hey much you for your presentation was excellent. I'm Peter Farrelly from net nanny Just a couple quick questions. You've talked about a lot of things that you do for extreme behaviors and extreme Situations on my space. What about the situations? Have you considered? What do you do about terms of service violations about banning IPs about stopping people from setting up? 200 accounts on my space when they're banned from their first account and some of the issues like that to do with with the minimal Barrier to set up a myspace page We actually do quite an extensive I mean it probably take me two hours to tell you the different things we're doing maybe after the task force meeting But I can I can do that after the meeting too but in essence the way we approach it is there are member rules that you have to follow and We take I think we're known as taking pretty harsh action Even you know against members for violating those rules We try to give you an understanding of what just went wrong and why you were you know Why you may be deleted or why you can't do something we let you know we use those as teachable moments But if you think if we think a user is Acting in a way that's not appropriate for the site We will delete that user but deleting the user for us isn't just oh your account's been deleted Every message you sent to somebody is deleted every group you've joined is gone every group you've created is gone That rather so your existence on the site is Disintegrated and that's a major punishment to somebody who may be on the site and saying oh I have you know I've set up my blog. I've done all of these things. I've created a whole world That's reflective of my physical world and all of a sudden you have to start all over again So that's the kind of thing that we look at is and that's why teachable moments become critical The second on the IP thing and this is a question that a lot of people are asking Can't you block the IP? But as long as they're dynamic IPs that are not tying one to one there's no way to do that I think adept had a good idea yesterday, which we're going to explore is how do you create? You know a fingerprint of that system, but on the other hand you have that issue of if you have five users on this one Computer at home. What do you do for that one person who's you know? Why can't you be like your brother, right? That issue and just the the simple follow-up is super super Okay, have you considered just not allowing anyone to sign up with web-based email accounts having to have an actual ISP email account No, because I think web-based email accounts are very mature nowadays versus the way they were when you know 15 years ago And a lot of this companies that have web-based emails are keeping data like subscriber and registration data They're keeping IP logs. So if law enforcement actually needs something They have the ability to go from us to that next thing and we'll teach you how to go get it from the other person as well Great so we'll go John Morris and John Dentsu Larry you get the first question in the following session if that's okay So we've got a discussion session after this Very quickly the same question I posed to Facebook and do you have any evidence and the information about any users you might be losing because you're too restrictive people who want more open Environments and and do you have any sense as to where they might be going really the question is where might young people be going if If they're not on Facebook, I think you're actually raising a point that maybe partly a misconception issue One of the things to understand is that people don't go to sites to get themselves in trouble They're going there because they're enjoying the world just like they do in the physical world People go to the mall because they want to shop not because they want to get ripped off by somebody Same thing happens when you're going on the internet or on our site You're coming here and you have certain expectations that you're going to be taken care of that You know, you're going to have a safe and secure environment in which to operate. That's number one number two We're seeing statistically That the decision people are making about which site to go is and I'll go to my space Therefore I won't go to Facebook or therefore I won't go to cafe mom or therefore I won't go to high-five what you're actually finding is cross-pollination people who are on high-five or Facebook or Cafe mom are also on my space. So people are exploring different things for different uses So you may want to have your college life in one area But you may want to have your your other life in another area or another part of your your daily life in another area And you may use different sites for different purposes. One of the things we found is the majority of the people and this is more of a business thing Find or consider what? Going to my space as their home base, but they're also going to explore other areas what I am So I don't think it's a question of where they're going It's a question of where are they as well and you'll find that throughout the site whether you're dealing with teens or adults John Dentsu last question John Dentsu ideology So some of the some of the rules that you all have relative to access for instance an adult A parent being able to tell a child not to use the site a sex offender and so forth rely on verified identities and using real information So I'm we heard from Facebook some of the steps that they're taking to verify identity Can you give us some information on the things that you're doing to verify? Identity from that perspective and also, how do you know that 89% of your users are 18 and above? Well, that's a com store com score metric actually which the entire industry relies on number one the second thing is We have to look at this from two perspectives One is there are many people who want to be known and want to be Connected to communities of people that are known They also people who want to have a different life on the on the site not because they're going to do something wrong But because that's the experience that you choose to have on the internet We have to take the approach in safety and security that takes into account both of those situations And put in a infrastructure that will be able to handle both Just like it is in the physical world where you're not going into Starbucks and before you enter you have to go through an ideology verification system So that's how we approach our site And that's how we're going to continue to do it and I will tell you I mean verification is easy to overcome I have a fake account on Facebook myself and I've made friends with people I don't know and I'm sure a lot of people do as well All right, so let's take a short break but first thank you move for