smwnyc 2017 - iris worldwide - how to pull your very own trump

1 1 confidential © 2016Confidential © 2017

How to pull your own Trump Adam Abrahami

Customer Strategy Consultant + Data Driven Marketing Specialist T: @Adam_Abrahami

E: [email protected] #SMWPullOwnTrump


#SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami


"As a political candidate, I'll go with how people feel, and I'll let you go with the theoreticians“


4 4 confidential © 2016Confidential © 2017 confidential © 2016Confidential © 2017

Challenges of winning a presidential election

Zero Sum Game

Large Non-Homogenous

Audience

Irrational Decision Makers

Complex Campaign

Ecosystems 220MM

Registered Voters to Influence

High Costs + Resource

Management

Countering Opponent Activity

Public Reputation

Management

Real-Time Optimization



Trump’s brilliant basics

Simple + Universal Slogan

Robust Message Testing

Focus on Feelings

Use of Social Proof + Audience

Activation

Polemic Approach Dominates Media

Bombastic Attention Drawing

Rallies



220,000,000

INDIVIDUALS TO INFLUENCE



Please note that data in italics and rotated are for purposes of illustration only rather than

actual numbers. Data not in italics is sourced from Gallup Polls Jun 14-23,2016

Simplifying the problem. Focus efforts where they matter most.

146 MM

REGISTERED VOTERS






146 MM

REGISTERED VOTERS

41

60 45

ALLEGIANCES

28%

31%

41%






146 MM

REGISTERED VOTERS LOYALISTS

30

30

6

41

60 45

ALLEGIANCES

28%

31%

41%






146 MM

UNDECIDEDS

6

10

37


30

30

6

41

60 45

ALLEGIANCES

28%

31%

41%






146 MM

UNDECIDEDS

6

10

37

DISENCHANTED

5

17

5


30

30

6

41

60 45

ALLEGIANCES

28%

31%

41%






146 MM

UNDECIDEDS

6

10

37

DISENCHANTED

5

17

5


30

30

6

SWING STATES

2

11

3

41

60 45

ALLEGIANCES

28%

31%

41%



220,000,000 10-20,000,000

INDIVIDUALS THAT REALLY COUNT



THE MOST DEVIOUS DIGITAL CAMPAIGN I’VE EVER SEEN The Most Dastardly

Devious Strategy



Why are scams like this so badly done?



Why email scams will make you rethink conversion funnels

1,000,000

200,000

1

1,000,000

1

Sent

Reply 1

Reply 2

Reply 3

Reply 4

Scam Completed

201,101 Individual Responses 11,101

10,000

1,000

100

10

1,000

100

10

By making the email so clearly a scam, only the people who are most likely to convert respond…

Drastically reducing the amount of effort required per completed scam.

Pristine Email Obvious Scam



Was all that ‘Fake News’ just designed to identify the most vulnerable voters?



How do you change their opinions once you find them?



Trump engaged Cambridge Analytica to help with this task



68 likes will predict your sexual-orientation with 88% accuracy – Kosinski 2012



Real-time insights from changes in digital behaviors affected where Trump stopped on campaign trail

http://www.cnn.com/2016/09/13/politics/hillary-clinton-donald-trump-numbers-trips/index.html #SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami


Campaigners / Canvasser App

xxxx



Could these insights and tactics have made the crucial difference?

http://www.nbcnews.com/politics/2016-election/trump-out-campaigned-clinton-50-percent-key-battlegrounds-final-100-n683116 #SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami


How does this make you feel?


Do you still own the rights to your identity?



Any questions? Thank You For Listening.


smwnyc 2017 - iris worldwide - how to pull your very own trump

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