Energizing Social Commerce

with Open Graph

Farhang KassaeiArchitect, eBay

Praveen AlavilliDeveloper Evangelist, PayPal

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OUTLINE

What is Graph/Open Graph

e-Commerce and Open Graph (Social Commerce)

How Open Graphs can be (and are) used to fuel e-commerce

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Audience Profile

Has E-Commerce Site/Business

Works for or consult for an e-commerce business

Heard of Open Graph and/or Facebook Social Plug-In

Use Payments API

Use eCommerce API

Implement FB Connect / Familiar with FB Connect

Working on Search, Personalization, Recommendation, Merchandising, Checkout

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What is Open Graph?

A RDFa based standard that allows objects (people, things, places etc.)

to be described and understood.

http://opengraphprotocol.org/

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<meta property="og:title" content="Southern Kitchen - Los Gatos" /> <meta property="og:type" content="restaurant" /> <meta property="og:image" content=“<url>" /> <meta property="og:url" content=“<url>" /><meta property="og:street-address" content=“27 E Main St."/><meta property="og:locality" content=“Los Gatos"/> <meta property="og:region" content="CA"/> <meta property="og:postal-code" content="95030"/>

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Triples

Subject-Predicate-Object

Entity- name is – Southern Kitchen

Entity- type is a – Restaurant

Entity- postal code is – 95030

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Name: Farhang KassaeiEmail: fkassaei@ebay.comCurrent City: San Jose, CARelationship Status: Married Type: Person

Likes: Southern Kitchen, Honda Valkyrie, Seinfeld

Owns: Nikon D90, Droid X, EBAY

Visiting: San Francisco, Chicago, London

Friends with: Praveen Alavilli

Father of: Sara, Lily

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Triples

Subject-Predicate-Object

Entity- name is – Farhang

Farhang - likes – Southern Kitchen

Farhang - owns – Nikon D90

Farhang – Visiting – SF

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The World …

…One giant labeled directed multi-graph of people, things and

relationships!

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Friends

Works

for

Likes

Fat

her

of

Attended

Visiting

wishes

owns

owns

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Vocabulary – GoodRelations

•a standardized vocabulary for commerce data•Representation for product, price, store/company data, and more.•increases the visibility of products and services•Enables several use cases in linking product data, comparison shopping, search for products & stores offering them, etc.

•BusinessEntity•BusinessFunction•DeliveryCharge•DeliveryMethod•LocationOfSalesrovisionig•Offering•OpeningHours•PaymentMethod•Price•Product•UnitPrice•Warrenty•…

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GoodRelations

<div about="#offering" typeof="gr:Offering"> <div property="rdfs:label" content="Canon Rebel T2i (EOS 550D) $899" xml:lang="en"></div>

<div property="rdfs:comment" content="The Rebel T2i EOS 550D is Cannon's top-of-the-line

consumer digital SLR camera. It can shoot up to 18 megapixel resolution photos and features an ISO range of 100-6400. Now just $ 899 $" xml:lang="en"></div>

<div rel="foaf:depiction" resource="http://a.img-dpreview.com/previews/CanonEOS550D/images/intro.jpg"></div>

<div rel="gr:hasBusinessFunction" resource="http://purl.org/goodrelations/v1#Sell"></div>

<div property="gr:hasEAN_UCC-13" content="013803123784" datatype="xsd:string"></div>

<div rel="gr:hasPriceSpecification"> <div typeof="gr:UnitPriceSpecification">

<div property="gr:hasCurrency" content="USD" datatype="xsd:string"></div> <div property="gr:hasCurrencyValue" content="899"

datatype="xsd:float"></div> </div> </div>

<div rel="gr:acceptedPaymentMethods" resource="http://purl.org/goodrelations/v1#PayPal"></div>

<div rel="gr:acceptedPaymentMethods" resource="http://purl.org/goodrelations/v1#MasterCard"></div>

<div rel="foaf:page" resource="http://myshop.com/canon-rebel-t2i/"></div> </div>

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Where are they used now ?

• Search Engines• Google, Yahoo! SearchMonkey, Bing (?)

• Portals – Yahoo, AOL,…• BestBuy• O'Reilly• and several others connecting the dots

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Imagine …

What would be possible if this graph existed and we could

traverse it?

E-CommerceJumping onto the other side …

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Now a quick look at ecommerce

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E-Commerce Phases

Inspiration: Want to be a writer

Investigation: What do I need? Writing classes, computer, publisher

Research : What brands and types of computers are out there?

Search: Where can I find a SONY VIO at the good price?

Transaction: Purchase my SONY VIO

Use: Share the experience, review, tips

End of Life: recycle, resale, donate, discard etc.

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Social Commerce?

The Shoposphere and Pick Lists are examples of social commerce. We believe the community of shoppers is one of the best sources for product information and advice

– David Beach, Yahoo 2005

Social commerce[1] is a subset of electronic commerce that involves using social media, online media that supports social interaction and user contributions, to assist in the online buying and selling of products and services.

– Wikipedia.com

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Social Commerce?

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Social Commerce?

The use of “universal” social graph to facilitate any phases of

e-commerce cycle.

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Given a Social Graph

How can you use it to super charge your e-commerce site?

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Traffic Generation and Engagement

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Traffic Generation and Engagement

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Traffic Generation and Engagement

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Personalization

Inspiration

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Search, and Discovery

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Social Finding and Search

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Social Finding and Search

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Identity

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Q&A - Community Expert Development

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Q&A - Community Expert Development

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Collaborative Creation

http://www.canvasee.com

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Collaborative Creation

http://www.couturious.com

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Local Commerce

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Comparison Shopping

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Group Shopping

TAKEAWAYS

• Open Graph improves Social Commerce

• Identity is key

• Be a producer and consumer of commerce data

• Watch out for new opportunities (services, aggregators,

etc…)

• Use it !

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LEARN AND SHARE

@ppalavilli@FarhangAtDevCon

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