I however don’t think this is as big a deal as everyone is making it out to be.  I decided that Gary is someone who I know, respect immensely and think I could impact. We exchanged tweets this morning basically setting us up for a showdown on his radio show.  Here’s my 3 minute segment on tonight’s show:

Overall I’m happy that I was able to get my points across and that they were well received by GV.  After listening back to the clip though there remain 2 key issues I have with Facebook Deals:

1. Zuckerberg intentionally mislead people to misunderstand the scope of this release

One of the biggest numbers that gets thrown around when reporting this story was the fact that Facebook now has 200 million mobile users.  That’s great but let’s trim these numbers back.

First, Deals is a US only platform (yes, I know that’ll change) so let’s do some ballpark numbers here.  Assuming that the US represents 50 million of Facebook’s total userbase and that smartphone adoption for those folks hovers around 50% (that’s significantly higher than the latest research report that stated it’s at most 24%, but let’s be bullish) that leads me to 25 million Americans who have a phone that might run a native facebook app.

Oh wait, Zucks didn’t say that those smartphones which don’t run Android, Blackberry or iOS which may be FB mobile users won’t have access to this.  I wonder why he didn’t mention that.   So let’s say that 80% of the American smartphone market can run a native app.  That brings us down to 20 million possible users.  Let’s be fair here and say that 50% of those folks who can, actively download, install and use the app on at least a weekly basis.  That gets me a final market for initial launch of places + deals of 10 million customers.  Hardly Earth shattering.

I tweeted immediately after the release and repeated it throughout the day yesterday “Potential users does not equal passionate users.”

For reference the number I calculated above is still more than 2x above the total size of Foursquare’s total userbase so this isn’t something to scoff at.  If I’m running a small business, I care about these 10 million folks and hope to be in a place where they’re running around.  That stated, I wouldn’t bet my business on it.

2. The Deals platform doesn’t fail gracefully on to non-smartphones

This is far and away my larger sticking point as to why this isn’t as game changing as it should have been.  As a programmer you are always taught to fail gracefully down to the assumed lowest common denominator for someone using your application.  Failing gracefully has been written about time and again and again.  So by focusing on smartphones that can run the native app they’ve left out 76% of Americans who could start using the platform tomorrow with their phone.

As I said on the show, Sally Arkansas won’t be able to take part in Facebook Deals using her Nokia flip phone and that is crucial.  Twitter and in turn Fast Society and PharmaCapture (full disclosure, I am an advisor) got this much right about their use case; It’s ideal to use an smartphone but you’re not excluded if you have a phone only capable of doing SMS.

This quickly extends out to the use case for outside the US market.  SMS is the primary mode of communication via cell phone in the developing part of the world.  If Fourquare, Gowalla, SCVNGR or Whrrl want to outflank Facebook on this Deals platform here’s what they need to do:

1. Set up short codes in every country they are operating in today

2. Create a way for businesses worldwide to generate a distinct 5 alpha numeric code that would be unique to their business

3. When a registered phone number sends a text message to the country specific short code and the text message contains a registered business code (that they’d see upon walking up to the storefront) the user gets a text back with a digital coupon that has it’s own unique 4 alphanumeric code

4. Upon sending the code, the system automatically checks you in to the location and depending upon your chosen setting either promotes the deal you’ve been offered or not

5. The user can either show their phone to the cashier and/or read off the alpha numeric to redeem the offer

The system I describe quickly updates users’ status on the platform, gives the business owner control over the offering, provides some data about the users and most importantly is scalable outside the US and smartphone markets.

Now here’s the really interesting possibility: Facebook does the above better and faster than everyone else.

If Zucks were to have launched with that system that failed gracefully to the lowest mobile user yet provided an enhanced user experience including a quick way to see where my friends recently checked in on my iPhone I would have been freaking out as much as the rest of the Facebook connected world was. Instantly in 200 different countries, 200 million facebook mobile users have the ability to drive commerce if the businesses in their area adopt the platform.  That’s game changing and you can bet that businesses would go to the platform as a result.

There you go GV, ball is in your court. Still feeling as amped about FB Deals as you did yesterday?

“There’s starting to be so much content being created, and even good quality content that it’s becoming hard for people to decide what to consume.  You almost need a sponsor to bring the initial audience if you want to be really successful.”

After reflecting on this it’s so true.  I look to my friends and those who have achieved some celebrity status to be filters for which podcasts I consume without a second thought.   Be it a new show from Revision3 that Jim Louderback is amped up about producing or a new topic Leo Laporte decides he wants to create a podcast on I’ll be a member of their initial audience.

Let me give you two more clear examples where this played out with my friend Gary Vaynerchuk.  It’s still funny to me that I watch his show because I don’t drink wine all that often any longer and I never really had the palate for it anyway.

In 2009 Gary decided to help launch a show called Obsessed where he basically played producer and sometimes co-host with Samantha Ettus.  These were very well produced shows in a standard chat show format.  Unfortunately the guests typically were people who I genuinely didn’t have much interest in hearing from.  That stated, when my podcast queue was empty I would immediately go to that because Gary said it was cool, Samantha was likable and I knew the production quality wasn’t going to be crap.

The second time Gary elevated a podcast for me was when he tweeted out for the first time that he was digging what was going on over at Vendr.tv.  I have no idea what relationship existed between Daniel Delaney, Vendr.tv’s creator, host, editor and producer, and GV but a single tweet got an immediate subscribe from me in iTunes.  Moving on almost 18 months now I still watch almost every episode of the show.  Once again, I’m not a foodie so watching this content is outside my interest zone but a great idea, executed cleanly with smart production values and a recommendation from a trusted source is all it took for me to be passionate enough about the show to promote it to my friends and proudly have a Vendr.tv sticker on my laptop.

I’m starting to think that there is a secondary opportunity that celebrities, even micro-celebrities, can execute on where they help the content creators that they enjoy gain a larger audience.  Maybe this as formalized as a deal where they get a cut of ad sales or just a line in the credit roll but at the end of the day, celebrity endorsements work and likely always will.

That being the case, if you’re a podcaster and don’t want a huge reach that requires a network like TWIT or Revision3 maybe pairing up with a “celebrity” is the best way to help your content be discovered in the waves of it online.

I have to look at the results though:

• It’s a lot of work daily to record, produce, edit, encode and blog.  Yet I regularly find that it’s the absolute highlight of every day.
• Some quick stats: Over 2,100 page views by more than 700 unique visitors from 28 countries who downloaded more than 1,000 episodes in the first 30 days of operation
• I’ve been introduced to or recommended to follow more than 3 dozen people “off air” in addition to the 2 dozen or so that were mentioned on the show who I already wasn’t following
• I’ve received compliments from many people regarding my voice including someone who formerly hosted a morning radio show and a top blogger who said I missed my calling by not being in radio.
• All but 5 episodes have had a sponsor that are helping make the podcast possible.

Those facts don’t even begin to describe on the number of new opportunities that have been laid in front of me because I am creating regular content.  The reaction of people who meet me now is different because of the fact that I’m producing a show each and every day and the quality of my guests. Businesses have approached me and asked me for further insight on how long form content might work for them and if I would be open to helping them.  But most important, I’m happy that the people I know (and those who I am getting to know) are gaining a platform to share who they are and the best part is that I’m getting paid to do it.

With the doors that have opened for me over the last month I’m really starting to believe Gary Vaynerchuk’s assertion that the resume is dead and your internet footprint, especially relating to content, is what people are going to get a snap shot of you before you walk in for an interview or a work contract negotiation.  I can not stress enough that you find a way to create awesome content in whatever medium works for you and to do so consistently. Who knows what new opportunities will open up to you.

I’ve read dozens of books on the subject and every one of them, including several of my friends’ books, are teaching social media in the same way.  Effectively they preach “Go online and connect with the community there.”  When you’re a small business using the internet in that way I no longer think is the most effective way to use your time and resources.  Let’s be real here; if you’re running a restaurant in Jacksonville, Florida how smart is it for you to buy an ad on Google or Facebook that appears when I do a search.  I know that’s extreme and that it removes the geolocation targeting features that both platforms currently have for ads.  But I question if interacting through social media isn’t the same kind of absurd behavior.

I am now beginning to believe that it is much more effective for small businesses to adopt social media and begin to introduce their current customers to the platforms that work to the business’ strengths.  Be it a facebook page, a yelp listing, a blog or even a kickass iPhone app it’s better to take the people who are already crazy about your brand, your product, your service and bring them online versus trying to convince those already online that you’re worth following and interacting with.

Here’s how would I as a restaurant owner execute this effectively while simultaneously leveraging the existing internet community to grow my business:

1. I’d research and learn which platforms make sense.  This could be as simple as asking my clients if they were on Facebook, Twitter, ustream or any other service I was thinking about using.
2. I’d actively join two platforms.  In my case, I’d stick with the bread and butter of Twitter and Facebook.
3. Create a page and and twitter account that visually looked like my website or my menus or some other visual element so that people felt like it was cohesive.
4. I’d advertise in store and talk up the benefits to my current client base about supporting the restaurant on the social platforms I had chosen.
5. I’d begin to reach out to several local groups and specifically their organizers to try and host events at my restaurant.  Before doing so though I would make absolutely sure that any way that these internet savvy folks wanted to promote that they were at my restaurant would be easy.  That might require creating listings on yelp and chowhound, creating the place on Foursquare, Gowalla, Facebook, MyTown and any other geolocating service.
6. Attend local events that internet savvy folks go to.  Here in Phoenix, that’s SMC Phoenix, Ignite Phoenix and any number of the AZ Geek Week events that are coming up in November.  Go simply to build relationships with people in this community, not to immediately acquire new customers.
7. Sponsor some of those events that you feel support those people who you’ve built real relationships with that a) have a passion for food and b) are taking a lead role in organizing an event.  Someone like Chris Lee (@chrislee on Twitter and his involvement with Twestival) is a perfect example of the type of person I’d be chasing after to sponsor their event.

Overall stop trying to build relationships out of the ether or the internet.  It’s possible to do but it’s a long time before you as a small business owner can convert that to a sale.  Stick local and connect with those people who already are sharing their lives on the internet.  Let them help you execute your internet marketing plan but make sure you lay the groundwork to make their job as easy as you can.

The concept for the show is really simple: Every weekday I release a new episode where I interview one of my actual twitter followers.  The typical interview is about 19 minutes and I’ve had an absolute blast creating the show.  The idea is pretty simple but that simplicity allows pretty much anyone to quickly grasp why the show is likely to succeed.  The show’s premise can easily fit inside a tweet.

I’ve been asked by several people why I started the show.  The simple reason is that I wasn’t producing enough content that really showcased my skills in creating content.  I really pride myself on doing that as a community manager.  Going one step further though, it allows me to expose the network of people who I know and removes me from being the bottleneck for most of them to start talking.  Through the first 10 episodes, I’ve been absolutely shocked at how the listeners to the show are starting to help the guests on the show immediately after they say they want to help or receive some help.  Finally, though by exposing some of my network (I’ll never be able to record episodes with every one of my followers because that number is growing much faster than 1/day) I begin to show some of the range of folks who I know and the companies that they work for.  It is my hope that this sight reveal will encourage people to allow me to move more into the strategic business development space that I am finding myself more and more interested in.

I hope that this show will at some point become a strong revenue stream for me.  I’ve been fortunate enough to have a sponsor since the first episode and am actively looking for a second sponsor for the month of September.  I’ve also been approached by two separate companies who have asked me if I would be interested in producing a podcast for their audience.  I’m seriously considering both offers.

There is one high point in every episode for me though and that’s when I ask the guest who they’re following that they think is really cool/fun/interesting/exciting.  The people that my guests have recommended are amazing and I’ve begun to now build relationships with them.  This was something I really didn’t expect when I first started the show.  My goal, as stated above, was to show my network but now I’m actively growing it because of the show which is a huge unforeseen benefit.

I’m really happy with the show’s launch and growth over the first 10 episodes and can’t wait to see what else comes into play as a result of the show.   If you haven’t already listened to an episode, I invite you to go over to MeetMyFollowers.com and listen to any of the episodes.

Back then there were hundreds of channels all happening in real time and all fighting for an audience. There was no easy way to break out of the “right now” consumption of the content.  Then a game changing product was released: TiVo. All of a sudden it was easy and intuitive to record your shows and watch them at your convenience.  You could still go out with friends and not be stressed about missing this week’s “Survivor” episode.  This changed the way most Americans are consumed television.  DVR adoption rates are good and only look to be getting even more ubiquitous with television cable and satellite companies.

What I’m looking for is the next revolutionary web technology that will have the same kind of effect that TiVo did for television; break the need to always be there watching the streams of content but still allow me take part in the shared experience of the web.  Very interested to see what this company does and how they’ll do it. I suspect I’ll know instantly when I see them though.

What do you think about the constant flow of social media? Is it too much for you?  Do you want filters or does something like a “TiVo-for-the-social-web” interest you?

One trait that they all have is being extremely positive in their mindset.  There isn’t anything that they can’t do.  If they set their mind to accomplish a goal they will achieve it and most likely with a little panache.  My mindset wavers from being insanely driven and focused when I’m angry or inspired to needing all kinds of proof when I have doubt regarding a situation.  It’s becoming clear to me that these folks have the same doubts I have but decide to try anyway.  It’s the equivalent of making the ask.  (I always enjoy it when my own bits of wisdom can be used against me.)

Another consistent thread is that these successful people all have networks of other successful people around them.  While some may say that it’s the Law of Attraction at work I tend to believe it’s the desire for competition.  These people are all high achievers and are willing to continue to work when most people would stop.  In order to get better they have to seek out the strongest “competition” who will challenge their thought process and every once in a while prove them wrong.

People are the people that are going to help you, without a doubt but if you’re going to succeed I think you need some people who will force you to grow in new and exciting ways.

What do you think?

People are the difference in great teams and doing the things that at face value seem impossible.  While I’ve been known to say on several podcasts that you should always work to network up, the real difference that most people miss is that you really have to care about everyone you want to maintain a relationship with regardless of whether they’re in the position you aspire to achieve or not.

It is the people you choose to surround yourself with both physically and digitally who will make your life richer and give you the safety net that you may need to do the things that really scare you.  Choose those folks wisely but don’t try to keep that network small.  Keep it the perfect size so you care enough about each and every one of them.

There’s something about great, simple ideas that people gravitate to.  My recommendation for folks is to take their original idea, even if it’s a different version of a currently respected and known idea, and boil it down for a while until it becomes so simple that anyone can understand it in under a tweet.  140 characters is all you need to get a concise and complete idea across.

As my friend and role model Gary Vaynerchuk communicated in his 2008 speech circuit, if you think you have a feel and you know you have the knowledge  you have to take a shot now because the gatekeepers are gone.  Take a crack at starting a podcast regarding a subject you love and move as quickly as you can to creating a set of content that multiple groups of folks want to listen to.  Crazy things can happen when you simply put yourself out there so stop being self-conscious and live the life you deserve to live.