{"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\/pt\/2017\/06\/how-he-donald-trump-used-facebook-to-win-incredible-story\/","title":{"rendered":"Como \u00e9 que ele (Donald Trump) usou o Facebook para ganhar - uma hist\u00f3ria incr\u00edvel!"},"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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\"Na fase inicial das prim\u00e1rias, Parscale lan\u00e7ou a opera\u00e7\u00e3o digital de Trump comprando $2 milh\u00f5es em an\u00fancios no Facebook - o seu or\u00e7amento total na altura. Em seguida, carregou todos os apoiantes de Trump conhecidos na plataforma de publicidade do Facebook e, utilizando uma ferramenta do Facebook chamada Custom Audiences from Customer Lists (P\u00fablicos Personalizados a partir de Listas de Clientes), fez corresponder os apoiantes reais com os seus s\u00f3sias virtuais e depois, utilizando outra ferramenta do Facebook, analisou-os por ra\u00e7a, etnia, g\u00e9nero, localiza\u00e7\u00e3o e outras identidades e afinidades. A partir da\u00ed, utilizou a ferramenta Lookalike Audiences do Facebook para encontrar pessoas com interesses e qualidades semelhantes aos do seu grupo original e desenvolveu an\u00fancios com base nessas caracter\u00edsticas, que testou utilizando os inqu\u00e9ritos Brand Lift do Facebook. Ele estava apenas a come\u00e7ar. Eventualmente, a loja de Parscale ter\u00e1 gasto $70 milh\u00f5es por m\u00eas em publicidade digital, a maior parte no Facebook. (O Facebook e outros s\u00edtios online tamb\u00e9m renderam a Trump pelo menos $250 milh\u00f5es em donativos).<\/p>\n

Embora possa n\u00e3o ter criado mensagens individuais para cada eleitor, a campanha de Trump utilizou o vasto alcance do Facebook, o custo relativamente baixo e a rapidez de resposta para testar dezenas de milhares e, por vezes, centenas de milhares de an\u00fancios de campanha diferentes. De acordo com Issie Lapowsky da Wired, em conversa com Gary Coby, diretor de publicidade do Comit\u00e9 Nacional Republicano e membro da equipa digital de Trump:<\/p>\n

Num determinado dia... a campanha estava a executar 40.000 a 50.000 variantes dos seus an\u00fancios, testando o seu desempenho em diferentes formatos, com legendas e sem legendas, e est\u00e1tico versus v\u00eddeo, entre outras pequenas diferen\u00e7as. No dia do terceiro debate presidencial, em outubro, a equipa executou 175.000 varia\u00e7\u00f5es. Coby chama a esta abordagem \"testes A\/B com ester\u00f3ides\".<\/p>\n

Como ele usou o Facebook para vencer
https:\/\/www.nybooks.com\/articles\/2017\/06\/08\/how-trump-used-facebook-to-win\/<\/a>
via Instapaper<\/div>\n

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