{"id":104138,"date":"2017-06-02T07:29:27","date_gmt":"2017-06-02T07:29:27","guid":{"rendered":"https:\/\/gerdtestpress.online\/?guid=519e9d7b72a68ad75feb81e40f22f2f6"},"modified":"2017-06-02T07:29:27","modified_gmt":"2017-06-02T07:29:27","slug":"how-he-donald-trump-used-facebook-to-win-incredible-story","status":"publish","type":"post","link":"https:\/\/futuristgerd.com\/de\/2017\/06\/how-he-donald-trump-used-facebook-to-win-incredible-story\/","title":{"rendered":"Wie er (Donald Trump) Facebook zum Sieg nutzte - eine unglaubliche Geschichte!"},"content":{"rendered":"

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\u201cIn the early phase of the primaries, Parscale launched Trump\u2019s digital operation by buying $2 million in Facebook ads\u2014his entire budget at the time. He then uploaded all known Trump supporters into the Facebook advertising platform and, using a Facebook tool called Custom Audiences from Customer Lists, matched actual supporters with their virtual doppelgangers and then, using another Facebook tool, parsed them by race, ethnicity, gender, location, and other identities and affinities. From there he used Facebook\u2019s Lookalike Audiences tool to find people with interests and qualities similar to those of his original cohort and developed ads based on those characteristics, which he tested using Facebook\u2019s Brand Lift surveys. He was just getting started. Eventually, Parscale\u2019s shop was reportedly spending $70 million a month on digital advertising, most of it on Facebook. (Facebook and other online venues also netted Trump at least $250 million in donations.)<\/p>\n

While it may not have created individual messages for every voter, the Trump campaign used Facebook\u2019s vast reach, relatively low cost, and rapid turnaround to test tens of thousands and sometimes hundreds of thousands of different campaign ads. According to Issie Lapowsky of Wired, speaking with Gary Coby, director of advertising at the Republican National Committee and a member of Trump\u2019s digital team:<\/p>\n

On any given day\u2026the campaign was running 40,000 to 50,000 variants of its ads, testing how they performed in different formats, with subtitles and without, and static versus video, among other small differences. On the day of the third presidential debate in October, the team ran 175,000 variations. Coby calls this approach \u201cA\/B testing on steroids.\u201d\u201d<\/p>\n

How He Used Facebook to Win
\nhttps:\/\/www.nybooks.com\/articles\/2017\/06\/08\/how-trump-used-facebook-to-win\/<\/a>
\nvia Instapaper<\/div>\n

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\"In der Anfangsphase der Vorwahlen startete Parscale Trumps digitale Operation, indem er $2 Millionen f\u00fcr Facebook-Anzeigen ausgab - sein gesamtes Budget zu dieser Zeit. Anschlie\u00dfend lud er alle bekannten Trump-Anh\u00e4nger in die Facebook-Werbeplattform hoch und glich mit einem Facebook-Tool namens Custom Audiences from Customer Lists tats\u00e4chliche Anh\u00e4nger mit ihren virtuellen Doppelg\u00e4ngern ab, die er dann mit einem anderen Facebook-Tool nach Rasse, ethnischer Zugeh\u00f6rigkeit, Geschlecht, Standort und anderen Identit\u00e4ten und Affinit\u00e4ten aufschl\u00fcsselte. Anschlie\u00dfend nutzte er das Facebook-Tool Lookalike Audiences, um Personen mit \u00e4hnlichen Interessen und Eigenschaften wie seine urspr\u00fcngliche Gruppe zu finden, und entwickelte Anzeigen, die auf diesen Merkmalen basierten und die er mithilfe der Brand Lift-Umfragen von Facebook testete. Das war erst der Anfang. Schlie\u00dflich gab das Gesch\u00e4ft von Parscale Berichten zufolge $70 Millionen pro Monat f\u00fcr digitale Werbung aus, den Gro\u00dfteil davon auf Facebook. (Facebook und andere Online-Kan\u00e4le brachten Trump au\u00dferdem mindestens $250 Millionen an Spenden ein).<\/p>\n

Zwar wurden nicht f\u00fcr jeden W\u00e4hler individuelle Botschaften erstellt, doch nutzte die Trump-Kampagne die enorme Reichweite von Facebook, die relativ geringen Kosten und die schnelle Umsetzung, um Zehntausende und manchmal Hunderttausende verschiedener Kampagnenanzeigen zu testen. Laut Issie Lapowsky von Wired, die mit Gary Coby, dem Leiter der Werbeabteilung des Republican National Committee und Mitglied von Trumps Digitalteam, sprach:<\/p>\n

An einem beliebigen Tag ... lie\u00df die Kampagne 40.000 bis 50.000 Varianten ihrer Anzeigen laufen, um zu testen, wie sie in verschiedenen Formaten, mit oder ohne Untertitel, statisch oder als Video und mit anderen kleinen Unterschieden abschnitten. Am Tag der dritten Pr\u00e4sidentschaftsdebatte im Oktober lie\u00df das Team 175.000 Varianten laufen. Coby bezeichnet diesen Ansatz als \"A\/B-Testing auf Steroiden\".<\/p>\n

Wie er Facebook zum Sieg nutzte
https:\/\/www.nybooks.com\/articles\/2017\/06\/08\/how-trump-used-facebook-to-win\/<\/a>
\u00fcber Instapaper<\/div>\n

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