Cómo fabricar el candidato 2.0 a la presidencia de Estados Unidos

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Publicado en El Mundo. Por Berta Herrero

Imagen: El candidato a las primarias demócratas Bernie Sanders hace campaña en Iowa. GTY | AR | PSN

“La mayoría de la gente en Estados Unidos jamás ha oído hablar de Bernie Sanders, pero más del 90% ha oído hablar de Hillary Clinton”. Con estas palabras anunció en abril el veterano senador independiente su intención de concurrir a las primarias demócratas. A sus 73 años, es uno de los rivales que llegan para no ponerle en bandeja a la ex secretaria de Estado la nominación del Partido Demócrata, que hasta el momento triunfa en todas las encuestas. En vista de los datos, el político independiente sabe que “nos queda mucho camino por recorrer”.

Pero, quizás, para Bernie sea una ventaja ‘partir de la nada’. Al fin y al cabo, cuando un tal Barack Obama salió a la arena electoral por primera vez eran muy pocos los que conocían su nombre. Y resulta que su equipo firmó la mejor campaña digital de la historia de las carreras electorales en Estados Unidos y el profesor de Derecho ganó las presidenciales en 2008.

“La mayoría de la gente en Estados Unidos jamás ha oído hablar de Bernie Sanders, pero más del 90% ha oído hablar de Hillary Clinton”. Con estas palabras anunció en abril el veterano senador independiente su intención de concurrir a las primarias demócratas. A sus 73 años, es uno de los rivales que llegan para no ponerle en bandeja a la ex secretaria de Estado la nominación del Partido Demócrata, que hasta el momento triunfa en todas las encuestas. En vista de los datos, el político independiente sabe que “nos queda mucho camino por recorrer”.

Pero, quizás, para Bernie sea una ventaja ‘partir de la nada’. Al fin y al cabo, cuando un tal Barack Obama salió a la arena electoral por primera vez eran muy pocos los que conocían su nombre. Y resulta que su equipo firmó la mejor campaña digital de la historia de las carreras electorales en Estados Unidos y el profesor de Derecho ganó las presidenciales en 2008.

Ahora, convertida en autora de ‘bestsellers’ como ‘Yes we did: An inside look at how social media built the Obama brand’ (donde pone al descubierto los entresijos de la campaña electoral) y ‘The decoded company: Know your talent better than you know your customers’, Harfoush reconoce que “la de 2016 va a ser una carrera de fondo, por lo que es muy difícil determinar cómo va a acabar”.

Sin embargo, si tiene que apostar por uno de los muchos políticos que se han postulado para suceder a Obama, lo hace por el senador de Vermont: “lo cierto es que Bernie Sanders está haciendo cosas muy interesantes en Reddit y en otras redes sociales. La manera en que está construyendo una comunidad online me recuerda mucho a cómo lo hizo Barack en 2008, cuando consiguió generar una corriente ganadora a pesar de partir con un perfil que era desconocido”.

Todo en pequeñas dosis: enfoque y donaciones

Harfoush se autodefine como “estratega de previsión digital”, de manera que no puede evitar fijarse en cada paso -por pequeño que sea- que da cada uno de los ‘presidenciables’. “Hillary Clinton abrió su cuenta de Instagram hace unos días, y me va a encantar ver cómo usa cosas como los hashtags o los vídeos en esta red”, expresa con tono nostálgico en la charla que mantiene con EL MUNDO. Y es que, allá por 2008, no había ni la mitad de herramientas digitales de las que hay ahora: “entonces usamos las redes sociales, los mensajes de texto y el email”, cuenta Harfoush. A pesar de las limitaciones, recuerda que “la campaña por email fue la más poderosa. Mandamos mensajes muy personalizados, sobre las cosas que a cada persona en particular le importaban, de manera que muchos se animaron a participar”.

Pero, ¿cómo consiguió el equipo saber qué querían leer los potenciales donantes? “Son todo datos. Desde las redes sociales deMy.barackobama.com obteníamos información que nos permitía conocer los asuntos que preocupaban a los usuarios. Y toda esa información nos ayudó a saber quién era la persona con la que estábamos hablando y cómo debíamos dirigirnos a ella”, explica la estratega.

Sin embargo, no queda ahí el asunto, ya que una sociedad se encuentra lejos de ser homogénea. Empresarios, estudiantes, militares y amas de casa. Latinos, afroamericanos y asiáticos-americanos. Laicos, evangelistas, mormones y musulmanes. Todos votan en las elecciones estadounidenses. ¿Y cómo llegaron a cada uno de ellos en particular? Mediante ‘microtargeting’ (enfoque selectivo), según relata Harfoush: “cuando se registraban a través de la web, les pedíamos información sobre ellos, sus aspiraciones y sus preocupaciones. El conjunto de las respuestas determinaba los mensajes que recibían”. Y es que “las personas sólo se interesan por aquello que les preocupa buy viagra in canada , por lo que hay que dirigirse a ellas de manera personalizada -¡y siempre bajo el eslogan que centró la campaña: ‘Yes we can’!”, dice.

Además de en la individualización del contenido, la clave de la victoria del demócrata en 2008 estuvo en las microdonaciones, según explica Harfoush: “en lugar de pedir a la gente que donase 200 dólares, le pedimos cinco o diez dólares, algo que resultó muy accesible para muchos”. Parece que el ‘Team Bernie’ también ha tomado nota de este aspecto, ya que permite hacer donaciones a partir de diez dólares a través de su página web. Y es que “unos dólares sólo equivalen a un café en Starbucks -dice la estratega-; y, mentalmente, todos podemos ‘donar’ un café en lugar de cientos de dólares”.

Equipos jóvenes y nuevos medios

Pero la idea del café no salió de la nada, sino todo lo contrario: fue una puesta en común de un equipo “conformado por personas muy inteligentes y llegadas de muy diversos ámbitos”, cuenta la gurú digital, donde destacó el papel de “nuestra generación, la de los nativos digitales, que ha crecido con las nuevas tecnologías y las usa prácticamente sin darse cuenta”. Así explica por qué, al fin y al cabo, “todo el equipo de comunicación de Obama era muy, muy joven. “Estaba incluso Chris Hughes, el cofundador de Facebook”, recuerda Harfoush, “y junto a toda esta gente que había crecido empapándose de nuevas tecnologías aportó el entendimiento necesario para usar, y de qué manera hacerlo, estas herramientas.

Sin embargo, en la actualidad tanto nativos como inmigrantes digitales han sustituido redes como MySpace por otras menos accesibles para aquellos entes ajenos a sus círculos cercanos. Por eso, declara Harfoush que “de cara a 2016 me voy fijar en la manera en que los políticos usan Snapchat, por ejemplo”.

Una vez más, al citar esta red social, que arrasa en Estados Unidos y comienza a ganar adeptos entre los adolescentes españoles, destaca a Sanders: “Es apasionante la forma en que está usando las nuevas redes teniendo en cuenta que es independiente, lo que significa que ha despegado sin el apoyo del Partido Republicano ni del Partido Demócrata. Además, tampoco se apellida ni Clinton ni Bush; es simplemente alguien que quiere convertirse en algo“.

La persona que se esconde tras el personaje

Desde la campaña de Obama han pasado siete años, tiempo suficiente para que el panorama digital haya cambiado por completo. En el momento presente, con numerosas estrategias presidenciales emergiendo, cabe preguntarse en qué va a diferir la carrera presidencial de 2016 con respecto a la que otorgó a Obama su primera victoria. “En 2008, lo que caracterizó a nuestra campaña fue que éramos los primeros. El equipo estaba haciendo cosas que nadie más estaba haciendo. En 2012, todos se habían subido ya al carro y usaban estas herramientas, por lo que la gran diferencia la marcó la forma en que se usó el ‘big data’ para determinar el comportamiento del votante“, explica Harfoush.

Hoy, la experta en éxitos digitales apunta precisamente a el fenómeno de la transformación de la persona al personaje. “Ahora va a ser verdaderamente interesante porque ya todos están al día, tanto con las tecnologías que hay que manejar, como con los datos que hay que analizar. Entonces, la clave va a estar en crear contenido que resulte ciertamente interesante, en contar historias únicas“.

¿Y qué está haciendo Sanders? Efectivamente: “Él está contando la historia de los estadounidenses, está alzando una voz que representa algo que no oímos a menudo, como es que los grandes bancos se han quedado en la estacada y que el sistema tributario no funciona. Está centrándose en la reforma de la política financiera, un asunto sumamente importante. ¡Y está haciéndola suya! Me resulta apasionante ver lo que está creando”, dice, emocionada.

Pero, ¿conseguirá el independiente que los estadounidenses vean la persona que se esconde tras su discurso, de la misma manera que intuyeron la de Obama en 2008? La respuesta, el 8 de noviembre de 2016.

 

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