smwnyc 2017 - iris worldwide - how to pull your very own trump
TRANSCRIPT
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
2 2 confidential © 2016Confidential © 2017
#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“
#SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami
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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
#SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami
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#SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami
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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
#SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami
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220,000,000
INDIVIDUALS TO INFLUENCE
#SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami
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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
#SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami
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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
41
60 45
ALLEGIANCES
28%
31%
41%
#SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami
10 10 confidential © 2016Confidential © 2017 confidential © 2016Confidential © 2017
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 LOYALISTS
30
30
6
41
60 45
ALLEGIANCES
28%
31%
41%
#SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami
11 11 confidential © 2016Confidential © 2017 confidential © 2016Confidential © 2017
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
UNDECIDEDS
6
10
37
REGISTERED VOTERS LOYALISTS
30
30
6
41
60 45
ALLEGIANCES
28%
31%
41%
#SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami
12 12 confidential © 2016Confidential © 2017 confidential © 2016Confidential © 2017
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
UNDECIDEDS
6
10
37
DISENCHANTED
5
17
5
REGISTERED VOTERS LOYALISTS
30
30
6
41
60 45
ALLEGIANCES
28%
31%
41%
#SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami
13 13 confidential © 2016Confidential © 2017 confidential © 2016Confidential © 2017
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
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%
#SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami
14 14 confidential © 2016Confidential © 2017 confidential © 2016Confidential © 2017
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
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%
#SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami
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220,000,000 10-20,000,000
INDIVIDUALS THAT REALLY COUNT
#SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami
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THE MOST DEVIOUS DIGITAL CAMPAIGN I’VE EVER SEEN The Most Dastardly
Devious Strategy
#SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami
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Why are scams like this so badly done?
#SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami
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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
#SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami
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Was all that ‘Fake News’ just designed to identify the most vulnerable voters?
#SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami
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How do you change their opinions once you find them?
#SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami
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Trump engaged Cambridge Analytica to help with this task
#SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami
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68 likes will predict your sexual-orientation with 88% accuracy – Kosinski 2012
#SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami
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#SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami
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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 #SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami
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Campaigners / Canvasser App
xxxx
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#SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami
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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 #SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami
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How does this make you feel?
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Do you still own the rights to your identity?
#SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami
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Any questions? Thank You For Listening.
#SMWPullOwnTrump | @irisWorldwide | @Adam_Abrahami