The Power of Influence -or- What It Really Means To Get A Tweet From Ashton

In a recent article from the New York Times, Joe Fernandez CEO and co-founder of Klout said, “For the first time, we’re all on an even playing field... it’s not just how much money you have or what you look like. It’s what you say and how you say it.” And, for about 24 hours last week, I watched astounded as this came to life in front of me.

My last post reviewed A+ - the Twitter client from Ashton Kutcher and UberMedia. Just as the West Coast turned in for the night, and I jumped on the 67 bus into work, Ashton tweeted his thanks and appreciation for my review. My fellow bus passengers were totally freaked out by my screams of excitement. By the time I arrived at my desk, my blog had received 3,000 hits. At close of play on 22nd June the post had reached an amazing 8,000 views - up 7,900 on my usual daily visitors.



Now, let's calm down and do the math. Ashton has 7,075,316 followers on Twitter. Of those followers, about 0.1% clicked through to my blog. Amongst the 8,000 who read the post, 30 then followed me on Twitter. That's a fair downward slide in engagement - a key indicator of influence. So I got to wondering, just how influential is Ashton and about what, because despite being a key investor and consultant in tech, it seems his audience aren't a geeky lot - they aren't interested in blog posts about desktop apps. And, conversely, the key tech influencers don't appear to view Ashton as a hot source on tech news. In one Silicon Valley workshop I ran earlier this year, I was surprised when the client insisted on putting Ashton on the "We are not" board.



Ultimately, Ashton (and his wife Demi Moore) are known globally for their celebrity. For most of the world, Ashton is the dude from "Dude, Where's My Car" and Punk'd. He has fans - 7 million of whom follow him on Twitter. And, when it comes to his causes and charities, those followers are something powerful to leverage into action. Equally, for the execs behind Two and a Half Men, Ashton has both the star quality and dedicated following to drown out Sheen's incoherent rantings come the new season.



Having witnessed the power of "God-like" influence first-hand, I must agree with the NYT piece, "focus your digital presence on one or two areas of interest. Don’t be a generalist". Ashton's celebrity following prevents him from being a leading influencer in the very area of interest he is attempting to focus on, he is a victim of his own digital presence. All praise to him for starting Katalyst, his own digital media company, but if I were Ashton and really wanted to cultivate influence in tech? I'd start a side stream (@AKTech ??), get down and geeky, and aim to be the first person to get 1 million tech tweeters to take you off the "We are not board" and get on board with Ashton the media mogul.

Ashton's App

For some time now I've been toying with the A.plus app - Ashton Kutcher's Twitter client which launched in late May. It was a brave move but one that not only cemented Ashton as leader of the Twitter flock, but also changed the game for branded apps. Writing about it further for a case study today at work, it really hit home how Ashton not only understands the needs and wants of Twitter users, but also their likely acceptance of branded content in return for intelligent interface.



Here's how it works. A.plus is a desktop Twitter client which splits into three key content areas. There's your personal Twitter stream and the ability not just to tweet, but also to quickly add links and @ mentions, as well as a slightly dubious "tweet shortening" tool. The tool basically removes vowels and makes for some pretty hideous tweets, but the sentiment is there. Secondly, there is the Live Preview. It's this which really sets the app above Tweetdeck et al - by clicking on a tweet in your stream, the Live Preview shows you the webpage/image/video right there in-app - no more new tabs and clicking back and forth. It's brilliant.



And in return for all this lovely previewing? Streaming content from Ashton world - updates from Ashton himself, his wife Demi Moore, his company Katalyst and his charity, DNA Foundation. Or, by scrolling through the channels listed above, further content from Ashton supported streams linked to Apps, the Arts, Campus Life and so on.



Ashton really is a clever bitch. A.plus has gone beyond hoping that people will actively seek out or notice tweets from brands - or in his case "Celebrities" - and positioned it right there next to your Twitter stream. As Twitter, and indeed other social networks, age and grow, the idea that your brand's voice will be heard through the noise just because you're good at tweeting is not a risk worth taking. What A.plus proves, is that if you have the insight on your audience to give them something they'll truly use - like a great Twitter client - then you have also created the opportunity and right to give your voice, your message priority. Genius.