Folksonomies&Taxonomies Dow Jones Webcast

Who am I? Part of the Client Solutions Group within the Dow Jones Enterprise Media Group based in San Francisco. Work with large corporations in deploying information strategies through various parts of the enterprise An avid social media fan and producer on the topic of information delivery in the enterprise, she continually ‘eats her own dog food’ by using social media tools and processes to engage with customers and prospects. Have a Masters of Library and Information Science (MLIS) from the School of Information and Library Science at Rutgers Have been with Dow Jones since 1999. - Daniela Barbosa © Copyright 2008 Dow Jones and Company, Inc. 2

What will we cover in today’s Webinar? Definitions- let’s all get on the same page Overview of Recent Roundtable event Who attended What was discussed What were some of the conclusions What next? Questions and Answers Additional References – How can you participate? © Copyright 2008 Dow Jones and Company, Inc. 3

Enterprise The term ‘Enterprise’ has been adopted the from the computer industry An organization that uses computers. Encompass corporations, small businesses, non-profit institutions, government bodies, and possibly other kinds of organizations. More often to larger organizations than smaller ones. © Copyright 2008 Dow Jones and Company, Inc. 5

Enterprise Taxonomy Hierarchical classification of entities of interest to an enterprise used to classify documents, digital assets and other information like expertise It can cover virtually any type of physical or conceptual entities (products, processes, knowledge fields, human groups, etc.) at any level of granularity Simply….a standard vocabulary that a company uses to describe its business © Copyright 2008 Dow Jones and Company, Inc. 6

Tagging Simple data/metadata externally applied to an object Used for sorting A hook for aggregating Provides identifier and/or description Personal markers (sometimes the term Social bookmarking is also used) InfoCloud Solutions, Inc. - Thomas Vander Wal © Copyright 2008 Dow Jones and Company, Inc. 7

Folksonomy Folksonomy is the result of personal free tagging of pages and objects for one's own retrieval The tagging is done in a social environment (shared and open to others) The act of tagging is done by the person consuming the information Simply…collaborative categorization using simple tags. InfoCloud Solutions, Inc. - Thomas Vander Wal © Copyright 2008 Dow Jones and Company, Inc. 8

Kinds of Folksonomy Broad : Many users tag one resource Consumer Examples: Del.icio.us, Furl, Digg, Ma.gnolia Enterprise Examples: Connectbeam, IBM Dogear, Scuttle Narrow: Few users tag one resource Consumer Examples: Flickr, Blog Software, Retail sites (Esty) Enterprise Examples: Document Management, CRM © Copyright 2008 Dow Jones and Company, Inc. 10

Roundtable Event Who attended: Top Technology companies in Silicon Valley from various groups: Market Research Sales Operations Corporate Portal Media Biotechnology © Copyright 2008 Dow Jones and Company, Inc. 13

Topics Discussed during roundtable What is the business value of a taxonomy/ folksonomy and how can you deploy a solution that will grow with the organization? What’s the impact of social networking tools on the enterprise? Which governance tools can or should be applied? How do you merge folksonomies and existing taxonomies – or should you? Some best practices and common obstacles © Copyright 2008 Dow Jones and Company, Inc. 14

What items were top of mind for the Attendees? How people are using social tagging What are others doing around search? What kind of hurdles do you run into? How do I overcome those hurdles? Issues of critical mass? Dilution of value Issues of “freshness” of content How do you get it going? Who will do the tagging? How do I get Management to see value? © Copyright 2008 Dow Jones and Company, Inc. 17

Quick Polls: 4 When you start talking about Folksonomies with your colleagues what is the first ‘issue’ that comes up? What is a Folksonomy? Critical Mass - will enough people use it? What is the Value? Security Issues What if someone uses a ‘bad’ word? None of the above © Copyright 2008 Dow Jones and Company, Inc. 18

User Experiences Where do users tag from? Browser Widgets Desktop Why do users tag? Expertise locator/discovery Support groups in development of new products Increase Search relevance Re-findability Alerting and Discovery © Copyright 2008 Dow Jones and Company, Inc. 19

User Experiences What kind of tags are used? Content Type- e.g. FAQs Personal tags – e.g. ‘toread’ Opinion tags – e.g. ‘cool’ Identification tags – e.g. ‘expert’ Issues of error and disambiguation Misspelling, Multiple spellings Adding more keywords for disambiguation Lack of background knowledge © Copyright 2008 Dow Jones and Company, Inc. 21

Best Practices & Obstacles Success seems to be dependent on industry and/or specific department within an organization Engineering Biotechnology Pharmaceuticals But many others are experimenting: Professional Services Consumer Products Media © Copyright 2008 Dow Jones and Company, Inc. 22

Best Practices & Obstacles Opportunities for Best Practices: Maintenance of existing taxonomies Knowledge retention Documenting Lessons learned Pretagging- ideas to move forward Identity and Transparency Designing for Extensibility: Enterprise Remixing Alerting and Discovery Security- role based and global requirements © Copyright 2008 Dow Jones and Company, Inc. 23

Change management 2.0 How do you get users to adopt? Early Adopters Late Adopters Issues with specific groups Use Case: sales groups How to better organize & tag content sales & global engineers audience Not wanting to share What is the motivation? What is the reward? © Copyright 2008 Dow Jones and Company, Inc. 24

Which governance tools can or should be applied? Business conduct rules Use established Security- role based and global requirements Standards that everyone understands, ratings, etc. Policies for cleaning up “Dirty” Tags “Salesprocess” should be “Sales Process” Have key adopters become cheerleaders of these ‘rules’ © Copyright 2008 Dow Jones and Company, Inc. 25

How do you merge folksonomies & existing taxonomies- or should you? Guess what? We don’t have the answers! Still early in the process of adoption A lot of work is being done and companies are sharing their experiences Different Hybrids Models Using tagging tools as a suggestion push for taxonomists Mining folksonomy along with search logs Maintaining separate systems © Copyright 2008 Dow Jones and Company, Inc. 26

References References available at: http://DowJonesFolksonomy.pbwiki.com (password for editing = dowjones) Please feel free to add, edit and contribute! Daniela Barbosa Business Development Manager, Synaptica Dow Jones Client Solutions daniela.barbosa@dowjones.com Phone: 1.415.765.6181 Mobile: 1.415.321.9502 http://www.danielabarbosa.com © Copyright 2008 Dow Jones and Company, Inc. 28

Folksonomies&Taxonomies Dow Jones Webcast

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