SMWNYC 2017 - iris Worldwide - How To Pull Your Very Own Trump

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confidential © 2016Conﬁdential © 2017
How to pull your own Trump
Adam Abrahami
Customer Strategy Consultant + Data Driven Marketing Specialist
T: @Adam_Abrahami
E: adam.abrahami@iris-worldwide.com
#SMWPullOwnTrump

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#SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami

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


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Challenges of winning
a presidential election
Zero
Sum Game
Large
Non-Homogenous
Audience
Irrational
Decision Makers
Complex
Campaign
Ecosystems
220MMRegistered Voters to
Inﬂuence
High Costs +
Resource
Management
Countering
Opponent
Activity
Public
Reputation
Management
Real-Time
Optimization

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5

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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

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220,000,000
INDIVIDUALS TO INFLUENCE

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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

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Simplifying the
problem.
Focus efforts where
they matter most.
146
MM
REGISTERED VOTERS
41
60
45
ALLEGIANCES
28%
31%
41%

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10
Simplifying the
problem.
Focus efforts where
they matter most.
146
MM
REGISTERED VOTERS
LOYALISTS
30
30
6
41
60
45
ALLEGIANCES
28%
31%
41%

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11
Simplifying the
problem.
Focus efforts where
they matter most.
146
MM
UNDECIDEDS
6
10
37
REGISTERED VOTERS
LOYALISTS
30
30
6
41
60
45
ALLEGIANCES
28%
31%
41%

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Simplifying the
problem.
Focus efforts where
they matter most.
146
MM
UNDECIDEDS
6
10
37
DISENCHANTED
5
17
5
REGISTERED VOTERS
LOYALISTS
30
30
6
41
60
45
ALLEGIANCES
28%
31%
41%

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13
Simplifying the
problem.
Focus efforts where
they matter most.
146
MM
UNDECIDEDS
6
10
37
DISENCHANTED
5
17
5
REGISTERED VOTERS
LOYALISTS
30
30
6
SWING STATES
2
11
3
41
60
45
ALLEGIANCES
28%
31%
41%

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Simplifying the
problem.
Focus efforts where
they matter most.
146
MM
UNDECIDEDS
6
10
37
DISENCHANTED
5
17
5
REGISTERED VOTERS
LOYALISTS
30
30
6
SWING STATES
2
11
3
41
60
45
ALLEGIANCES
28%
31%
41%

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220,000,00010-20,000,000
INDIVIDUALS THAT REALLY COUNT

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

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Why are scams like
this so badly done?

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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

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

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How do you change their
opinions once you ﬁnd them?

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Trump engaged
Cambridge Analytica
to help with this task

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

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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

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xxxx

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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

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How does this
make you feel?

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Do you still
own the rights
to your identity?

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Any questions?
Thank You For Listening.

SMWNYC 2017 - iris Worldwide - How To Pull Your Very Own Trump

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SMWNYC 2017 - iris Worldwide - How To Pull Your Very Own Trump