Innovative Political Campaigns: Bedford Candidate First To Harness New Media

Tim Outhit is making political history (well, around these parts at least) by becoming the first politician in Nova Scotia, and perhaps Canada, to truly utilize the power of new media and social marketing in seeking political office.

With his background in technology, sales, and innovation, Tim may have a unique edge in the race to represent Bedford following the untimely passing of its previous Councilor Gary Martin. But then again, it shouldn’t be too hard for the CEO of an innovation and economic-research think-tank (NovaKnowledge) to conclude that using the aptly named ‘information superhighway’ is a most effective way of getting his message across, and is a formidable strategy in his communications arsenal.

So what is Tim doing that is so damn progressive?

YouTube, Facebook, and a superior web presence through his website: BedfordLeader.com.

In a stroke of genius, Tim and his team of supporters are releasing a mini-series of ‘webisodes’ on YouTube that feature Tim’s journey for candidacy (TimTV). The reality-show format keeps viewers entertained, as they wait for Pussycat Doll ‘Robin’ to make an appearance and vote Matthew Christie (Tim’s rival) off the race. The webisodes are released on YouTube, and the novelty alone is garnering the initial ripples of successful viral reach. Given the demographics of his constituents, the videos need to have a modest reach to a total market size of about 20,000 people to be effective. To compare, the Rodney-Letterman video on YouTube reached 30,000 people in under one month.

The second ballast in Tim’s tripod of political marketing is Facebook. Like viral campaigns, a successful social networking campaign is determined by organic factors that rest with the audiences’ perception of the value of the offer presented to them (join this group/forward this video and you will be rewarded with…?). Contrary to what some may think, the promise of financial reward is the least effective reward in viral campaigns. Emotional, social, and cognitive stimuli are much better carrots. (See result of recent IssmatBlog Facebook group social experiment). Facebook campaigns can achieve communication objectives promptly and efficiently.

Saving the best for last, Tim’s website anchors his viral and social networking initiatives in a professional and polished web presence. While the website isn’t exactly a visual orgasm, it is attractive, easy to navigate, functional, and far more superior to that of his only rival: Matt Christie. Do compare the two and let me know what you think: BedfordLeader.com VS MatthewChristieOnline.com.

The year is 2008, and while our promised flying cars aren’t yet economically feasible for mass production, there is just no excuse for a sloppy web presence these days. Web 2.0 is a common platform, and folks are already talking about Web 3.0. Digital media is going ubiquitous, and Mr. Christie doesn’t have the foresight to have a qualified web designer put together a basic website to showcase his platform and experience. Most unfortunate.

I don’t live in Bedford and therefore have no vote to contribute. I also don’t know either candidate personally. However, by examining their communication strategy alone, the least I can do is give Tim major brownie points. Evidence suggests that he has put a lot of thought into his campaign, produced a polished presence on and off line, utilized the latest technologies to spread his message quickly and efficiently, and has a strong following of qualified supporters who seem to believe in him enough to put some serious work behind him. If he carries these advantages with him to council, Bedford should anticipate some exciting things to happen.

Here is the latest TimTV clip. Hard to believe this quality of work is coming from a municipal elections candidate! (April 19 Edit: TimTV is produced in-kind by renown local writer/director Paul St.Amand of Sanchin Films.)