Social Commerce

@johnjawed

jj@x.com

https://github.com/johnj/

about me

on the timeline

john jawed (everyone says JJ)

working at X.commerce (eBay) on projects that range from Linux kernel modules to magento & php extensions, embraced open source in '03 w/the FreeBSD project

I stand on the shoulders of giants and I try to appreciate them by paying forward (not back)

most of my work is on github (johnj)

merchant site

as people

UX

value the opinions of other people

but

value the opinions of our friends even more

“We aren’t human beings, we are social beings” - [my] Grandpa

people interact with people

people we trust more become “friends”

advice of friends is more valuable to us

we all have questions – friends and communities help us find the best answers

most people don't want to be the beta test

someone else should have had prior experience (especially a friend)

as consumers

we value other experiences

• reviews
• endorsements
• previous brand experience

Social

Commerce

magento+facebook

quantity matters

in e-commerce, best-selling products have the most favorable reviews, most # of reviews

low volume of reviews puts merchants at an inherit disadvantage

X.commerce setup

1. go to the Social Commerce configuration

(System -> Configuration -> X.commerce

& Facebook)

2. Click on "Generate an Authorization file"

3. Download and select authorization file

4. Remember that Facebook app info?

Now's the time to fill it out

direct/indirect recommendations

X.commerce setup

5. Authorize the extension by clicking on "Authorize Extension"

6. Enable on the frontend -> "Yes"

7. Setup actions (want & own)

8. Save Config

direct recommendations

direct recommendations – powerful but untapped, unexplored

a recommendation from a trusted friend to buy a Nikon D90 is more valuable than a consumer review on a random site

"hey JJ - this is the best wetsuit I've owned and I think you'll love it"

is more direct than

"this wetsuit got a great review"

direct recommendations are more influential

X.commerce

an ecosystem of commerce API's

used in social commerce to handle message delivery

(authz/authn) of storing & fetching social data

product graph

product attributes

• UPC/GTIN/SKU
• color
• brand
• category

enabled by your catalog and backed by eBay's comprehensive product catalog

the social graph

friends (traditional) and

• positive signals for
• products (iPhone, Hyperdunk+)
• brands (Apple, Nike)

enabled by the new facebook Open Graph API

what is social commerce?

magento setup

1. Grab the magento social commerce extension:

http://jawed.name/Social_Facebook-2.0.0.tgz

2. Install the extension

3. Logout of magento - otherwise you will get a 404 on the configuration page (to reset the permissions)

facebook setup

for shoppers

indirect recommendations

1. https://developers.facebook.com/apps

2. Create your application

3. Create your object ("product")

4. Create actions ("want" & "own")

Important stuff:

- App ID

- App Namespace

- App Secret

let's get down to it

makes shopping decisions easier

for themselves

for others

especially around accessories and smaller

purchases

magento + facebook

1. setup facebook application

2. setup magento

3. setup an X.commerce developer account

4. configure social commerce extension

X.commerce setup

indirect recommendations – a commodity, ubiquitous and necessary

well established flows around consumer reviews, rating systems, popularity

almost everyone has some variant of a indirect recommendation systems

facebook “Like” widget

what is ext/xcom

ext/xcom is a PHP5 extension in PECL (github, too)

makes working with X.commerce /really/ simple

supports asynchronous HTTP requests (pthreads)

installing ext/xcom

1. grab the source:

git clone git://github.com/johnj/php5-xcom.git

2. Ubuntu/Debian environments:

Run the mkdeb-apache2.sh script

dpkg -i the package

Linux environments:

a) phpize

b) ./configure

c) make install

what you'll need

for merchants

>=PHP-5.2

>=Magento-1.3

ext/xcom (install instructions ahead)

improved click-to-sale

~.13% increase in CTS for products w/social commerce information

greater user engagement

increase in average time on page

social marketing

presence on the facebook timeline

for developers

an open API

commerce platform agnostic

easy-to-integrate

send product UPC/GTIN/SKU

get back social data in JSON

magento extension available

one-click install, custom template friendly