Commerce, or exchange of goods and service with some form of value, has been evolving for thousands of years both by creating new types of goods and services, as well as new form of values. One of the latest phenomenon impacting commerce is the formation of pervasive social networks and the emergence of "Social Graphs". Consequently the term "Social Commerce", referring to the interaction between commercial world and variety of social graphs, generated a lot of excitement. In this session, we will discuss and introduce how the three essential components of a Social Graph - Identity, Relationships and discoverability - relate to Social Commerce, various services and tools available out there in the industry that help in making your ecommerce application more social, future trends and opportunities for developers, and of course, tips and things to watch out for in this new world of "Social Commerce Relationships".

1. Energizing Social Commerce
with Open Graph
Farhang Kassaei
Architect, eBay
Praveen Alavilli
Developer Evangelist, PayPal

2. 2
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

3. 3
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

4. 4
What is Open Graph?
A RDFa based standard that allows
objects (people, things, places etc.)
to be described and understood.
http://opengraphprotocol.org/

5. 5

6. 6
<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"/>

7. 7
Triples
Subject-Predicate-Object
Entity- name is – Southern Kitchen
Entity- type is a – Restaurant
Entity- postal code is – 95030

8. 8
Name: Farhang Kassaei
Email: fkassaei@ebay.com
Current City: San Jose, CA
Relationship 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

9. 9
Triples
Subject-Predicate-Object
Entity- name is – Farhang
Farhang - likes – Southern Kitchen
Farhang - owns – Nikon D90
Farhang – Visiting – SF

10. 10
The World …
…One giant labeled directed multi-
graph of people, things and
relationships!

11. 11
Friends
W
orks
for
Likes
Fatherof
Attended
Visiting
wishes
owns
owns

12. 12

13. 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
•…
13

14. 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>
14

15. Where are they used now ?
• Search Engines
• Google, Yahoo! SearchMonkey, Bing (?)
• Portals – Yahoo, AOL,…
• BestBuy
• O'Reilly
• and several others connecting the dots
15

16. 16
Imagine …
What would be possible if this
graph existed and we could
traverse it?

17. E-Commerce
Jumping onto the other side …
17
Now a quick look at
ecommerce

18. 18
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.

19. 19
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

20. 20
Social Commerce?

21. 21
Social Commerce?
The use of “universal” social
graph to facilitate any phases of
e-commerce cycle.

22. 22
Given a Social Graph
How can you use it to super
charge your e-commerce site?

23. 23
Traffic Generation and Engagement

24. 24
Traffic Generation and Engagement

25. 25
Traffic Generation and Engagement

26. 26
Personalization

27. Inspiration
27

28. 28
Search, and Discovery

29. 29
Social Finding and Search

30. 30
Social Finding and Search

31. 31
Identity

32. 32
Q&A - Community Expert Development

33. 33
Q&A - Community Expert Development

34. 34
Collaborative Creation
http://www.canvasee.com

35. 35
Collaborative Creation
http://www.couturious.com

36. 36
Local Commerce

37. 37
Comparison Shopping

38. 38
Group Shopping

39. 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 !
39

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@FarhangAtDevCon
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