Table of Contents 64q43
The successful campaign of Donald Trump The US presidency, by now, is already known for the unorthodox tactics he used to reach the electorate online. the controversy Cambridge Analytica was hired to draw a psychographic profile of the American population with the help of personal data purchased or obtained freely on the web. 3k5k1k
According to the behavioral analysis company, ads for Trump on social networks – and consequently the victory at the polls – would have been a success thanks to this information. But, there are those who say that it was not so.
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The real mind behind Trump's winning strategy has only now come to light. Brad Parscale, a man who had never worked on a political campaign before, learned to use the Facebook like no one else and was responsible for the microtargeting – marketing that directs hyper-targeted ads to s – used in online advertising.
Em interview to the American TV show 60 Minutes, Parscale delivers new information about the internal mechanisms of voter search. According to him, the Facebook worked with Trump to win on social media.
Facebook offer 5t5l5g
There were thousands of ads a day, each for a specific profile. A strategy that, instead of relying on supposedly flawed psychographic reports offered by the Cambridge Analytica, with the help of specialists from the Mark Zuckerberg – specifically, employees who already ed Trump and the Republican Party.
"They were [working on the campaign] several days a week. Three, four days a week, two days a week, five days a week”, said the strategist to the journalist Lesley Stahl, from American TV CBS.
O Facebook would have offered the service. Still, Parscale insisted that he needed all the possible that the social network could deliver. to convince the Facebook to send more people, he sent emails to exhaustion.
"I want to know all the secret buttons, clicks, all the technology you guys have. I want to know everything you would say for the Hillary campaign and more. And I want your team here teaching me how to use”, read their messages.
Parscale says he asked the Facebook the exclusive deployment of Republican officials to prevent would-be Democrats snooping on the plans for Trump. "They have this internal division"He assured.
O Facebook and the campaign Hillary Clinton confirmed to CBS that a team of experts from the social network was also offered to help the Democrats' presidential campaign. Clinton, however, declined the offer – and this may have been one of the great watersheds in the election.
The plan 15x43
To make it all happen, he says he has shifted the Republican's entire budget, taking money from TV ads and reallocating everything to online advertising. There was investment in networks such as Twitter and Instagram, but about 80% was placed on the Facebook.
"I knew early on that Donald Trump was going to win with Facebook. He used Twitter to talk to people. And Facebook would be the way to win”, nailed Parscale, then with the position of director of digital marketing.
According to the marketer, his team fired an average of 56 ads a day, most with discrete changes between one and the other. In some, a green button to redirect to the donation site; in another, red. While some ads used the term “donate”, others displayed “contribute”.
With these small differences, Parscale says he has achieved a much larger share of investment from ordinary voters. The amount would have reached $240M monthly in small donations, a record.
Such microtargeting it's not new. when the Cambridge Analytica went public to show its psychological mapping technology, the speech was that ments of Facebook slightly altered could reach exactly what the customer needed. In case of Trump, it would have been easy to profile the voter and direct the appropriate post in the feed.
However, the marketing campaign's director Trump guarantees that none of this was done with the help of Cambridge Analytica, whose tool he says simply "doesn't work". What is striking is that, instead of psychographic reports, the campaign used Facebook to get the result.
Fake news 2bc3h
The direct action of Facebook in the campaign Trump lights up again the alert about the fake news. Mark Zuckerberg he even made a statement expressing regret for having downplayed the role of fake news in the outcome of the vote.
"Calling [fake news] crazy was contemptuous and I regret it. This is too important a subject to be neglected.", he wrote Zuckerberg in a post on Facebook.
With new information coming to light, it is clear that the problem was much bigger than previously thought. Zuckerberg not only did it fail to pay attention to a negative phenomenon occurring on the social network, it may have offered its own employees to help it happen.
Parscale, however, denies the use of fake news in the election campaign. He claims to have focused on ments about causes defended by Trump, from carrying weapons to creating jobs. He also denied using racial filters or violent language in advertising.
Furthermore, Parscale disapproves of the term “king of bots” attributed to him. All the thousands of ads distributed online during the election period, he guarantees, would have been created by his 100 team , with the help of Facebook. No robots would have been involved in the process.
Trump's Election Father 2r1l6y
Many of the mechanisms that led to Trump the US presidency, despite the election polls that anticipated the election, remains unclear. However, gradually, people involved in the campaign are beginning to reveal how the Democrats' failed internet strategy has benefited Trump.
First Cambridge Analytica said he offered the tools necessary for Trump to get elected. Now, marketing director Brad Parscale explains that the Facebook served within the campaign offices. And it went even further: according to him, the social network team was fundamental for the positive result.
Journalist Lesley Stahl said it's easy to understand why the marketer of Trump agreed to give the interview and tell 60 Minutes everything. "He wanted to do the Olympic lap after the victory".
For the interviewer, the professional would have felt discredited. The situation worsened after the Cambridge Analytica came to the public to brag about the performance of the campaign on social networks. In the end, the Facebook became even more involved in the controversy.
The social network has not yet commented on the statements of the employee of Trump. O showmetech ed the advice of the facebook brazil, but received no response as of the publication date.
As soon as the scandal of fake news emerged, Zuckerberg limited itself to saying that the social network will make political ads more transparent in the feed.
Doubts remain as to how the Facebook can restrain a microtargeting increasingly strong and invasive. Meanwhile, marketers take advantage of the loopholes. In Brazil, there are already those who offer a partnership with Cambridge Analytica for next year's elections.
As for reelection, Parscale is categorical: the next campaign, for 2020, has already started.
