Two weeks ago, we launched a new design for Postling (and many thanks to Jess and Kevin for their amazing design talent). Three weeks prior, I had written a blog post about how I raised $200k in 6 days at SXSW (including from Dave McClure in the time it took him to smoke a cigarette). I think it's time to explain in more detail what happened and where we are going.

Postling v1.0 was a social media management tool for small businesses. It was $9/month with a 30 day free trial, and you could manage your blog / Facebook / Twitter / Flickr all in one place. We got several hundred users but not a lot of conversion into paid.

Postling v2.0 was the same thing, but expanded to allow multiple people to manage multiple brands, and targeted at enterprises. We made the single user version free, and it cost $30/month/license. We got several thousand free users and ~$1000/month in recurring revenue, but sales cycles were 4+ months, investors didn't see anything interesting, and we were pretty inexperienced (and uninterested) in enterprise sales.

With this launch of Postling v3.0, we are getting back to our roots with small businesses but expanding the vision a bit. My goal for Postling is to be the dashboard for local businesses that brings together the best tools they need and teaches them, via community and algorithms, how to use those tools effectively, resulting in driving more people through the door. (Hat tip to Greg Battle for forcing me to write that positioning statement. It's an incredibly helpful exercise.) 

Another way of saying this is we want to solve two problems for local (brick & mortar) businesses: What tools should I be using for my business? How do I become an expert at using them?

It should be fairly obvious why we (and investors) like this idea so much better, but I'll count the ways: bigger market, less competition, more potential for secondary (and tertiary) products, better alignment with our experience and passion, and stronger network effects.

With this new focus, we redesigned our site, launched Sidewalk Collective in NYC (coming soon to LA, SF, and Philadelphia), and have some seriously awesome stuff in the works. I'll be describing those in more detail over the next few posts.

Use discount code "smashspeaker" to get 20% off.

The agenda is:

AM SESSION

9:00am - 9:15am - The Rise of Social Media & Online Marketing: Deliver Customers to Companies via Search, Social, Mobile

Dave McClure, Founder, 500 Hats
Stew Langille, Head of Data & Acquisition Marketing, Mint.com

How are search & social channels changing customer acquisition & retention strategies for large companies? How are new platforms & startup tools being used to communicate with customers? How do companies measure & monetize the value of social media & conversation? How can you turn your brand into the next Mint.com?

9:15am - 9:35am - SMASH Keynote: Brands & Business on the Web: Strategies for Social Media

Jeremiah Owyang, Partner, Altimeter Group

9:35am - 9:45am - Salesforce

9:45am - 10:25am - The Brand Story: "Who's Changing the Channel?"

Moderator: Jeremiah Owyang, Partner, Altimeter Group 

Panelists:

Tony "Frosty" Welch, Lead Social Media Strategist and Community Manager, HP
Frank Eliason, Senior Director - National Customer Operations, Comcast
Bowen Payson, Manager of Online & Digital Marketing, Virgin America
LaSandra Brill, Manager, Web & Social Media Marketing, Cisco

10:25am - 10:35am - the SMASH Toolbox

A quick look at some of the most disruptive startups in social media marketing.

10:35am - 10:55am – BREAK

10:55am - 11:15am - Twitter: A Platform for Customers & Conversations

Presenter: Anamitra Banerji, Director of Monetization, Twitter

11:15am - 11:25am - the SMASH Toolbox

A quick look at some of the most disruptive startups in social media marketing.

11:25am - 11:45am - YouTube: How to Broadcast Your Business

Presenter: Hunter Walk, Director - Product Management, YouTube/Google

11:45am - 11:55pm - the SMASH Toolbox

A quick look at some of the most disruptive startups in social media marketing.

11:55pm - 12:15pm - Facebook Platform: Connecting Apps & Advertising with 400M+ Social Customers

Presenter: Bubba Murarka, Business Development, Facebook

12:15pm - 12:30pm - the SMASH Toolbox

12:30pm - 1:30pm - LUNCH

PM SESSION 

Track 1: Tools & Platforms 
1:30pm - 2:15pm - Real-Time 
2:15pm - 3:00pm - Social
3:00pm - 3:30pm - Search & Analytics
4:15pm - 5:00pm - Geo/Mobile

Track 2: Content & Distribution
1:30pm - 2:15pm - New Media 
2:15pm - 3:00pm - Old Media
3:00pm - 3:30pm - Rich Media
4:15pm - 5:00pm - Poor Media
5:00pm - 6:00pm - Networking/Reception

Who wants to meet up? Email me: dave@postling.com

My friend David is a software developer from Chicago who quit his job, put all his stuff in storage, and drove to NYC in hopes to join a startup. Since he doesn't know the community here, I'm helping introduce him to the right people. He has a BS and Masters in Computer Science from Cornell and has a specialty in machine learning. He's looking to work at a startup where he can solve tough algorithmic problems. If you'd like an introduction, email me at david.lifson@gmail.com with some info about your company and I'll connect you if it's a good fit.

(This post is a longer take on the things mentioned here and here.)

Pre-condition #1: Identity

Facebook, with the release of social plugins, has officially announced that they believe they are the Internet's digital identity system*. How so? Their new social plugins — Like buttons, Personalized widgets, site-wide toolbars — all assume that you are logged into Facebook all the time. No one has ever made an assumption like that before, and it dramatically changes the game. Also, it's scary because it's probably true.

[Update: My old boss Ted reminds me that Amazon Associates widgets also assume you are logged in, to show you personalized ads. IMO, it's more pernicious now because Facebook is approaching 500M users. If you exist on the Internet, you are probably on Facebook.]

Pre-condition #2: Traffic

Everyone wants traffic, and nobody has more of it than Facebook. So when Facebook announced "If you install our bug into your system, we'll send you traffic", publishers celebrated. Of course CNN wants their links in Facebook Newsfeeds. More traffic = more pageviews = higher CPMs to charge advertisers. Thanks to 20th century capitalism, everyone is chasing short-term metrics. Classic tragedy of the commons.

Scary Result #1: Ad network domination

Given pre-condition #2 (traffic), Facebook Like buttons are going to be everywhere. All of the top sites will have them, and most of the medium-sized sites will too. Who wouldn't want more traffic in exchange for adding one simple line of code, so simple anyone could do it? 

What does this mean? Facebook is going to have a window into every important website on the internet. You went to Victoria Secret? Facebook knows (see Pre-condition #1). You then went to Gawker? Facebook can show you ads for Victoria Secret products on Gawker because it knows you were just there. It's called ad re-targeting, and it's the most effective innovation online ads have seen in a while. And no one will be able to do it better than Facebook.

Scary Result #2: We know what you buy

There's been lots of talk about Facebook Credits - a Facebook created currency that allows you to buy real or virtual goods using your credit card, PayPal, etc. What if you could get a real Facebook credit card? Facebook would then be able to attain the Holy Grail of Brick & Mortar retailing - tying together what you are buying with your digital identity (again, pre-condition #1). Right now, millions (billions?) of dollars are spent by small businesses, trying to get you in the door - Happy Hour specials, Buy One Get One Free, Yellow Pages ads. But if you come in and buy something, they have no idea who you are, and therefore have no way to encourage you to come back**. 

A Facebook credit card is different. They know exactly who you are when you buy that special pair of Louboutins. And they can use that information to show you better ads or product recommendations. Remember, Amazon and Netflix give you great recommendations because they have more data, not better algorithms. And because Facebook sees financial benefits from these alternative streams, the Facebook credit card can have better rewards / lower rates than anything else, and they have the scale to do it. No wonder Blippy raised $11.2M at a $46.2M valuation.

Scary Result #3: We know where you are

f8 attendees had RFID chips implanted in their badges. To check-in, you simply swipe your badge against a kiosk. What if your Facebook credit card had an RFID chip in it? This should scare the shit out of Foursquare, Gowalla, and Bump. Imagine I walk into a cafe and the owner says, press your card against this pad to check-in; 10th check-in gets you a free coffee. No more fumbling for your iphone, waiting for the GPS / cell tower triangulation, and looking like an idiot. You don't even have to take the card out of your wallet - wave your whole wallet over the reader and you're in. Or, just buy something.

And don't think Facebook doesn't have the scale or cash or ambition to create a Point of Sale system; that'll just close the loop even tighter.

Why this scares the shit out of me

Facebook is filled with really, really, really smart people. And they've shown an incredible ability to innovate at large scale, with an ambition that is unmatched. So what happens when we give up our privacy in exchange for 5% off? What happens when Facebook knows more about the economy's transactions than Visa? What happens when Facebook is watching you closer than Google?

Data is everything in the 21st century. Who ever has more data wins the Internet, and I don't trust Facebook with that kind of scale and power.

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*You might remember the single sign-on wars of years past: Microsoft Passport, YahooID, OpenID, then later Facebook Connect / Twitter Connect / OAuth.

**The closest thing are loyalty punch cards you get at cafes or pencil & paper mailing list signups.

It's on the corner of 12th and University. Great burgers, shakes, and alcoholic shakes. See you at 6.

1. Facebook's move to make everything on the Internet a first class object is brilliant(ly evil).
2. Facebook's social plugin play is their way of building up the largest ad network on the planet.
3. The new Facebook connect widget that shows your friends faces before you log in is an amazing example of social proof.
4. Facebook's haughty assumption that the entire world is always logged into Facebook (which makes their iframe-powered plugins work) is sadly pretty realistic.
5. Facebook's recommendations widget just killed a whole class of startups.
6. Facebook's embracing of openness and OAuth doesn't mean as much as it would have 3 years ago, now that they are by far the largest player.
7. The simple use of curl / JSON to pull objects from http://graph.facebook.com/ is really well done.
8. All of this confirms for me that Facebook is just as evil as before, as intent on world domination as before, and have brilliant people who can make it happen. Yikes.

J is making a funny face... kittens!