Thread by @RighteousBabe4

money.cnn.com/2017/10/30/med…

From 👆, estimated 126 million Americans exposed to content generated by troll farms between 6/2015 - 8/2017...

The scope is certainly critical to understanding the impact. They state can't know how many folks saw the ads...more on that/scope later...

I also keep thinking back to this from Clint Watts...and my personal experience during the campaign on FB...

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Will come back around to 👆scope bits ...

Gonna roll back to this thread and finish up some pieces that help provide more context/scope...
tttthreads.com/thread/9236278…

👆went through some background on the GOP/RNC Data Center..."allies" like Rebuilding America Now PAC...embedded Google/FB staffers...etc...

Also, shared the Google 'success' case study and some of the polling research that is no longer available on the Rebuilding America Now site

But, it wasn't just the embedded staffers in the campaigns...there is/was quite a bit of overlap across the entire organization...including

Data sharing to/from GOP Data Center...and, vendor/partners that had worked with the Data Center operation as well...

Similar to the Rick Scott FB Case Study in the previous thread, vendor also featured case studies from their work that may help give context

Wasn't able to find a case study specific to the DJT campaign, but, 2 vendors profiled here👇have case studies for
tttthreads.com/thread/9196716…

Rob Portman for Senate campaign...the vendors are Harris Media and FP1 Strategies...Both received large portion of payments from Portman

campaign in 2015/2016 per FEC...top payments 👇... you can see some of the overlap across campaigns, etc. in the payments...

Harris Media was also reported as a sub-contractor through Giles-Parscale for the DJT campaign...
politico.com/story/2016/06/…

Harris Media has experience with several GOP campaigns....
harrismediallc.com/our-work/

Let's jump into the Case Study for the Rob Portman for Senate campaign...an award winning effort...
harrismediallc.com/2017/01/11/cas…

Some Key Lessons...and How He Won...bear in mind this focuses on the digital component for the Portman campaign...

Portman won handily...and, a view of creative targeted delivery to counties with job losses...note the 'attack ad on FB'...

Some of this may look familiar from the earlier view at Google trends and visual for how ads appeared...

As mentioned before, testing & optimization can help tweak the markets/messaging to increase impact especially to adjust to shifting

perspectives and importance of specific issues...from the ad tracking and polling information that was combined into the Data Center...

The 'Retread Ted' is related to the attack ads mentioned above...the negative ads were paid for by an 'ally' pac to avoid the backlash of

negative ads reflecting directly on the Portman campaign/candidate...This tactic has been used previously...

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in tracking $ and Nick Ayers 👆and with Ted Cruz for President 👇which is a client referenced for Harris...

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Bulk of online persuasion ads directed to Retread Ted attack microsites...and some stats/view of social media...

Before we roll to the FP1 Case Study for Portman...did find this testing/optimization summary for DJT via GOP/RNC
gop.com/rnc-testing-bo…

Just to connect dots...Digital Partner at FP1<=>Chris Georgia<=>Jeb campaign<=>partner with Revv payment processing

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Onto FP1 Strategies Case Study for Rob Portman for Senate...
fp1strategies.com/Case-Studies/r…

Few interesting points in the Challenges portion...Similar to Cruz campaign, low name recognition...and, much of the polling/data shared

across the GOP apparatus as mentioned before...and, may start sounding familiar...lol

The Solution portion may sound familiar as well...outsider vs insider...attack....etc...

The messaging in the first 2 ads echoes the overall agenda...recently focused on...which feeds into the audience recall loop for future...

Would probably be interesting to view the ad buys/messaging for the digital portion for Portman (from Harris Media) and the TV ads from FP1

and compare to the narrative/messaging/advertising for DJT and other campaigns...maybe a future project...🤣...jobs 👆👇 focus <=>Retread Ted

Retread Ted attack ads<=>may direct to the microsites for additional info (DRTV)...and, of course a hit to Obama/Clinton...pfft...

Note the tweaks to messaging/creative to adjust to/coordinate with overall landscape...like the family ad 👇to counter the DJT tape...

And the results....note the 👇dominated target audience/persuasive messaging...context for targeting/profiles...

Quick recap...covered approaches across media channels (digital, social, tv/youtube, online search)...case studies...tracking/optimization..

Hopefully, gives some context to the benefit of embedded staffers (Google/FB) and the overlap of support staff across campaigns/vendors/etc.

And, how the coordination benefits the flow of data/info/learnings...flows throughout the GOP/RNC apparatus...

Quick look at some top spending data from FEC (2015/2016) to give scope of portion of paid media across social media/online channels...

👆You'll note an array of campaigns, vendors/partners, PACs, etc...and, just found this bit interesting👇top paid Twitter ad spender from

FEC for 2015/2016...given the high number of followers for DJT...why pay to promote tweets...🤔🤣🤣

OK...Quick break...then, will dive into some 'organic' social media presence that will wrap up some context/scope mentioned above...

So, let's dive into some of the "organic" impact to round out understanding the scope and compounding effect...

I've talked about Citizens for Trump and Bikers for Trump before...and, they will pop up here again as well...

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Citizens for Trump was created by combining several organizations for a shared goal...
citizensfortrump.com/about/

Next bits are going to be focused specifically on Facebook...Starting with Time Selaty👆4k followers...several outlets...41 other pages!!

So,👆Selaty is Exec. Director at Citizens for Trump and involved/manages multiple other organizations and is admin for 42 pages on FB...WOW!

One message/post copied or shared across all of those pages/outlets...to followers...who share to their pages/outlets...compounds quickly...

On Twitter, I have seen amazing tracking for hashtags/trending from folks 👇 sure there are others....but, they do great work!

Next few posts will be screenshots from FaceBook...that were hot button issues...with fairly high shares/likes...for context...

Only a sampling because there are webs of groups/pages...some public...others closed or secret...so, hard to gauge full impact/reach...

But, hopefully can get a feel based on these examples...

First up..some publicly available videos...note the # of views in the bottom right corner of each screenshot...voter fraud was a big topic..

👆👇Quite a few eyeballs on many of these videos on FB...and, conspiracy theories make an appearance...NOTE: I didn't watch all the videos 🤣

Moving onto some posts from public groups/pages...again, for context, keep in mind, there are other groups/pages visible to members only (1)

👆Note reference for views/likes/comments...Also, interesting to compare these # s for groups vs traditional outlets...👇(2)

Next few samples from a more 'extreme' viewpoint group...NOTE: these are from their public page...there are several sub-groups/pages (3)

👆👇The # s for this group are pretty impressive...Another point all the screenshots are from mid/late-Oct 2016 to early Nov. 2016 (4)

Few more from this group before we roll on...(5)

So, the groups seem to target some hot button issues/conspiracy theories...fuel some fear/anger...and topics that are still going today..(6)

In addition to the groups...similar to Twitter, media outlets also get views/likes/shares...a newsfeed can contain pots from multiple (7)

👆👇sources...feeding echo chamber/loop...reaffirming views...impact messaging recall...and, opportunity for misinformation to spread (8)

👆👇especially if they are coordinated across the campaigns<=>paid ads<=>'organic' posts<=>media outlets...(9)

👆👇and if the # s of likes/shares are tracked & fed back into the tracking/optimization loop to further tweak the machine for max impact (10)

And, some folks are set up to cross-post across social media channels ... (11)

Again....I can't shake some bits/pieces...like the piece near the top of this thread...how easily disinfo can spread
thedailybeast.com/trump-campaign…

fAnd, how eager some folks were/are to share the efforts...Some interesting insights into how media leveraged...
amazon.com/Citizens-Trump…

👆continued...painting the MSM as 'psyops'/enemy...coordinated effort...some familiar narratives 'indoctrination'...the Populist movement...

To close this out with the nagging phrase that gives me pause....'how social media was WEAPONIZED'...it's unsettling & is still going...

Thanks so much for reading! Hope it was helpful! ❤️👊 Here's the unrolled version if you prefer...

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