VAL 2016 | Presidentvalet 2016 kommer att studeras för lång tid framöver. Och en av nyckelfigurerna i Trumps kampanjstab var Jared Kushner.
Kushner är precis som Trump inom fastighetsbranschen. Och precis som Trump saknar han någon egentlig erfarenhet av politik innan han fick hand om valkampanjen.
Detta hindrade honom dock inte från att sätta ihop en framgångsrik valkampanj på nästan inga resurser alls – åtminstone i jämförelse med Hillary Clintons välfyllda kampanjkassa.
Steven Bertoni berättar om framgångsfaktorerna i en artikel för tidskriften Forbes.
No resources at the beginning, perhaps. Underfunded throughout, for sure. But by running the Trump campaign–notably, its secret data operation–like a Silicon Valley startup, Kushner eventually tipped the states that swung the election. And he did so in manner that will change the way future elections will be won and lost. President Obama had unprecedented success in targeting, organizing and motivating voters. But a lot has changed in eight years. Specifically social media. Clinton did borrow from Obama’s playbook but also leaned on traditional media. The Trump campaign, meanwhile, delved into message tailoring, sentiment manipulation and machine learning. The traditional campaign is dead, another victim of the unfiltered democracy of the Web–and Kushner, more than anyone not named Donald Trump, killed it.
In the early days of the scrappy campaign, it was all hands on deck, with Kushner helping research policy positions on tax and trade. But as the campaign gained steam, other players began using him as a trusted conduit to an erratic candidate. ”I helped facilitate a lot of relationships that wouldn’t have happened otherwise,” Kushner says, adding that people felt safe speaking with him, without risk of leaks. ”People were being told in Washington that if they did any work for the Trump campaign, they would never be able to work in Republican politics again. I hired a great tax-policy expert who joined under two conditions: We couldn’t tell anybody he worked for the campaign, and he was going to charge us double.”
It was the epitome of the super-light startup: to see how little they could spend and still get the results they wanted.
Kushner stepped up to turn it into an actual campaign operation. Soon he was assembling a speech and policy team, handling Trump’s schedule and managing the finances. ”Donald kept saying, ‘I don’t want people getting rich off the campaign, and I want to make sure we are watching every dollar just like we would do in business.'”
Among those in his close circle, Kushner was the natural pick to create a modern campaign. Yes, like Trump he’s primarily a real estate guy, but he had invested more broadly, including in media (in 2006 he bought the New York Observer) and digital commerce (he helped launch Cadre, an online marketplace for big real estate deals). More important, he knew the right crowd: co-investors in Cadre include Thiel and Alibaba’s Jack Ma–and Kushner’s younger brother, Josh, a formidable venture capitalist who also cofounded the $2.7 billion insurance unicorn Oscar Health.
”I called some of my friends from Silicon Valley, some of the best digital marketers in the world, and asked how you scale this stuff,” Kushner says. ”They gave me their subcontractors.”
At first Kushner dabbled, engaging in what amounted to a beta test using Trump merchandise. ”I called somebody who works for one of the technology companies that I work with, and I had them give me a tutorial on how to use Facebook micro-targeting,” Kushner says. Synched with Trump’s blunt, simple messaging, it worked.
Kushner structured the operation with a focus on maximizing the return for every dollar spent. ”We played Moneyball, asking ourselves which states will get the best ROI for the electoral vote,” Kushner says. ”I asked, How can we get Trump’s message to that consumer for the least amount of cost?” FEC filings through mid-October indicate the Trump campaign spent roughly half as much as the Clinton campaign did.
Just as Trump’s unorthodox style allowed him to win the Republican nomination while spending far less than his more traditional opponents, Kushner’s lack of political experience became an advantage. Unschooled in traditional campaigning, he was able to look at the business of politics the way so many Silicon Valley entrepreneurs have sized up other bloated industries.
Television and online advertising? Small and smaller. Twitter and Facebook would fuel the campaign, as key tools for not only spreading Trump’s message but also targeting potential supporters, scraping massive amounts of constituent data and sensing shifts in sentiment in real time.
”We weren’t afraid to make changes. We weren’t afraid to fail. We tried to do things very cheaply, very quickly. And if it wasn’t working, we would kill it quickly,” Kushner says. ”It meant making quick decisions, fixing things that were broken and scaling things that worked.”
This wasn’t a completely raw startup. Kushner’s crew was able to tap into the Republican National Committee’s data machine, and it hired targeting partners like Cambridge Analytica to map voter universes and identify which parts of the Trump platform mattered most: trade, immigration or change. Tools like Deep Root drove the scaled-back TV ad spending by identifying shows popular with specific voter blocks in specific regions–say, NCIS for anti-ObamaCare voters or The Walking Dead for people worried about immigration. Kushner built a custom geo-location tool that plotted the location density of about 20 voter types over a live Google Maps interface.
Soon the data operation dictated every campaign decision: travel, fundraising, advertising, rally locations–even the topics of the speeches. ”He put all the different pieces together,” Parscale says. ”And what’s funny is the outside world was so obsessed about this little piece or that, they didn’t pick up that it was all being orchestrated so well.”
For fundraising they turned to machine learning, installing digital marketing companies on a trading floor to make them compete for business. Ineffective ads were killed in minutes, while successful ones scaled. The campaign was sending more than 100,000 uniquely tweaked ads to targeted voters each day. In the end, the richest person ever elected president, whose fundraising effort was rightly ridiculed at the beginning of the year, raised more than $250 million in four months–mostly from small donors.
Läs också: ”Jared Kushner’s Trump Card” av Devin Leonard och ”Trump’s Data Team Saw a Different America—and They Were Right” av Joshua Green och Sasha Issenberg i Bloomberg Businessweek.
Tidskriftsomslag: Forbes, 20 december 2016.