{"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\/es\/2017\/06\/how-he-donald-trump-used-facebook-to-win-incredible-story\/","title":{"rendered":"C\u00f3mo (Donald Trump) utiliz\u00f3 Facebook para ganar - \u00a1Incre\u00edble historia!"},"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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\"En la primera fase de las primarias, Parscale lanz\u00f3 la operaci\u00f3n digital de Trump comprando $2 millones en anuncios de Facebook, todo su presupuesto en aquel momento. A continuaci\u00f3n, carg\u00f3 todos los partidarios conocidos de Trump en la plataforma publicitaria de Facebook y, utilizando una herramienta de Facebook llamada P\u00fablicos personalizados a partir de listas de clientes, emparej\u00f3 a los partidarios reales con sus dobles virtuales y luego, utilizando otra herramienta de Facebook, los analiz\u00f3 por raza, etnia, sexo, ubicaci\u00f3n y otras identidades y afinidades. A partir de ah\u00ed, utiliz\u00f3 la herramienta Lookalike Audiences de Facebook para encontrar personas con intereses y cualidades similares a los de su cohorte original y desarroll\u00f3 anuncios basados en esas caracter\u00edsticas, que prob\u00f3 utilizando las encuestas Brand Lift de Facebook. No hab\u00eda hecho m\u00e1s que empezar. Con el tiempo, la tienda de Parscale lleg\u00f3 a gastar $70 millones al mes en publicidad digital, la mayor parte en Facebook. (Facebook y otros sitios en l\u00ednea tambi\u00e9n le reportaron a Trump al menos $250 millones en donaciones).<\/p>\n

Aunque puede que no creara mensajes individuales para cada votante, la campa\u00f1a de Trump utiliz\u00f3 el amplio alcance de Facebook, su coste relativamente bajo y su rapidez de respuesta para probar decenas de miles y a veces cientos de miles de anuncios de campa\u00f1a diferentes. Seg\u00fan Issie Lapowsky de Wired, hablando con Gary Coby, director de publicidad del Comit\u00e9 Nacional Republicano y miembro del equipo digital de Trump:<\/p>\n

En un d\u00eda cualquiera... la campa\u00f1a difund\u00eda entre 40.000 y 50.000 variantes de sus anuncios, probando c\u00f3mo funcionaban en distintos formatos, con subt\u00edtulos y sin ellos, y est\u00e1ticos frente a v\u00eddeo, entre otras peque\u00f1as diferencias. El d\u00eda del tercer debate presidencial, en octubre, el equipo realiz\u00f3 175.000 variaciones. Coby llama a este enfoque \"pruebas A\/B con esteroides\"\".<\/p>\n

C\u00f3mo utiliz\u00f3 Facebook para ganar
https:\/\/www.nybooks.com\/articles\/2017\/06\/08\/how-trump-used-facebook-to-win\/<\/a>
v\u00eda Instapaper<\/div>\n

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