Bottom Up Tagging

Bottom-up All The Way Down: How Tags Help Businesses Organize Thomas Vander Wal Presented to: Enterprise 2.0 Boston, Massachusetts :: 21 -June 2007 InfoCloud Solutions, Inc. 2007

What Is A Tag? InfoCloud Solutions, Inc. - 2007

Tagging: Deﬁnition Simple data/metadata externally applied to ❖ an object Used for sorting ❖ A hook for aggregating ❖ Provides identiﬁer and/or description ❖ Personal markers ❖ InfoCloud Solutions, Inc. - 2007

History of Tagging

The “F” Word InfoCloud Solutions, Inc. - 2007

Folksonomy InfoCloud Solutions, Inc. - 2007

Folksonomy: Deﬁnition ❖ Folksonomy is the result of personal free tagging of pages and objects for one's own retrieval ❖ The tagging is usually done in a social environment (shared and open to others) ❖ The act of tagging is done by the person consuming the information InfoCloud Solutions, Inc. - 2007

Folksonomy:Value The value in this external tagging is derived from people using their own vocabulary and adding explicit meaning, which may meaning come from inferred understanding of the information/object. People are not so much categorizing, as providing a means to connect items (placing hooks) to provide their meaning in their own understanding. InfoCloud Solutions, Inc. - 2007

“The beauty of tagging is that it taps into an existing cognitive process without adding much cognitive cost” Rashmi Sinha http://www.rashmisinha.com/archives/05_09/tagging-cognitive.html InfoCloud Solutions, Inc. - 2006

Every person is an expert in their own vocabulary (tags) InfoCloud Solutions, Inc. - 2007

Every Tag is Sacred InfoCloud Solutions, Inc. - 2007

Folksonomy Triad Object Identity Interest Deﬁnition Vocabulary Metadata InfoCloud Solutions, Inc. - 2007

Dual Folksonomy Triad Object Identity Interest Vocabulary Culture Deﬁnition Terminology Community Metadata InfoCloud Solutions, Inc. - 2007

Finding More Objects Object 1 Identity Object 2 Metadata InfoCloud Solutions, Inc. - 2007

Folksonomy vs. Taxonomy InfoCloud Solutions, Inc. - 2007

Taxonomy vs. Folksonomy Business Customer Taxonomy Folksonomy Product InfoCloud Solutions, Inc. - 2007

Taxonomy & Folksonomy Taxonomy Folksonomy InfoCloud Solutions, Inc. - 2007

70% of Folksonomy tag terms not in Taxonomy J. Trant regarding Steve.museum InfoCloud Solutions, Inc. - 2007

The Value of Tagging for Business InfoCloud Solutions, Inc. - 2007

Business Tensions Naming control People’s vocabulary Sample groups Every perspective In-house Outside service $$$ w/ value $ w/ unknown value Consistent Emergent InfoCloud Solutions, Inc. - 2007

Inside, Outside, Through InfoCloud Solutions, Inc. - 2007

Organizations & Tagging Intranet ❖ B2B ❖ Customers (organization hosted tool) ❖ External Services ❖ InfoCloud Solutions, Inc. - 2007

Business Gains: Internet Improved understanding of customers ❖ Current terminology (all of it) ❖ Market segmentations ❖ Target message to language, need & taste ❖ Ability to easily follow the customer ❖ Monitor and analyze existing services ❖ InfoCloud Solutions, Inc. - 2007

Business Gains: Intranet Improve reﬁndability ❖ Understand context ❖ Ease sharing of resources by perspective ❖ Cost effective means of building taxonomy ❖ Allow term use in and across silos ❖ Eases networking ❖ InfoCloud Solutions, Inc. - 2007

Efﬁciency InfoCloud Solutions, Inc. - 2007

Analysis & Monitoring Tools InfoCloud Solutions, Inc. - 2007

Tools Needed Monitoring ❖ ❖ Use ❖ Inbound & Outbound ❖ Spam ❖ External tagging systems ❖ Analysis ❖ System usage patterns ❖ Term use ❖ Synonyms ❖ Identify people “near in thought” ❖ Order & structure InfoCloud Solutions, Inc. - 2007

Understanding Scaling InfoCloud Solutions, Inc. - 2007

Cold-Start Problem & Beyond InfoCloud Solutions, Inc. - 2007

Scaling and Functionality A - Personal Use D B - Serendipity C C - Social Tagging Mature People Tagging B D - Complex Social System A Times Object is Tagged InfoCloud Solutions, Inc. - 2007

Phases of Interaction Saving and tagging ❖ ❖ Reﬁnding ❖ Clicking, pivoting, exploring ❖ Searching ❖ One’s own tags ❖ Other’s tags ❖ Group ❖ Everybody ❖ Group Social Interaction InfoCloud Solutions, Inc. - 2007

Personal to Social Social Personal Serendipity Mature Powerful X X X X Save & Tag X X X X Reﬁnd X X X Pivot & Explore X X Search - X Group Interaction InfoCloud Solutions, Inc. - 2007

So, Who Tags? InfoCloud Solutions, Inc. - 2007

As much as 28% of Americans have tagged Pew Internet Life Project: Report on Tagging http://www.pewinternet.org/PPF/r/201/report_display.asp InfoCloud Solutions, Inc. - 2007

Daily 7% of people on the Web in the U.S. tag Pew Internet Life Project: Report on Tagging http://www.pewinternet.org/PPF/r/201/report_display.asp InfoCloud Solutions, Inc. - 2007

Why do People Tag? InfoCloud Solutions, Inc. - 2007

Reasons People Tag Their OWN use/value ﬁrst ❖ ❖ Add Perspective/Context ❖ Missing metadata ❖ Emergent Vocabulary ❖ Personal descriptors ❖ Reﬁndability ❖ Aggregation of information ❖ Task-based aggregation ❖ State Interest ❖ Sociality InfoCloud Solutions, Inc. - 2007

Spheres of Sociality Mob Collective Selective Personal InfoCloud Solutions, Inc. - 2007

Social Context Personal - Social - Capture Share ❖ ❖ Hook/Copy Point ❖ ❖ Annotate Collaborate ❖ ❖ Reﬁnd Filter ❖ ❖ Privacy Trusted Groups ❖ ❖ InfoCloud Solutions, Inc. - 2007

Interaction Privacy ❖ Open to all ❖ Open to community ❖ Personal only ❖ Selective sharing ❖ By object tagged ❖ All posts to a Group ❖ Community tags ❖ Send to ❖ InfoCloud Solutions, Inc. - 2007

Tools for People Tagging Retrieval ❖ Search ❖ Identify, Build, & use a network of similar ❖ taggers Filter ❖ Follow ❖ Disambiguation ❖ Networking ❖ InfoCloud Solutions, Inc. - 2007

Where Do People Tag? InfoCloud Solutions, Inc. - 2007

Tag Venues Social Bookmarking del.icio.us, clipmarks, Ma.gnolia ❖ Flickr, Dabble, LastFM,Viddler Media ❖ Amazon Shopping ❖ Platial, Socialite Geo-Location ❖ Steve.museum, Powerhouse Museums ❖ ConnectBeam, IBM Dogear, Scuttle Intranet ❖ Consumating Dating ❖ Mac OSX Tiger & Microsoft Vista OS (ﬁles) ❖ InfoCloud Solutions, Inc. - 2007

Tag Venues Wherever there is a digital object or marker InfoCloud Solutions, Inc. - 2007

People Using Tag Services InfoCloud Solutions, Inc. - 2007

Scanning InfoCloud Solutions, Inc. - 2007

InfoCloud Solutions, Inc. - 2007

Sociality InfoCloud Solutions, Inc. - 2007

Collective InfoCloud Solutions, Inc. - 2007

Selective InfoCloud Solutions, Inc. - 2007

Personal InfoCloud Solutions, Inc. - 2007

Filtering InfoCloud Solutions, Inc. - 2007

Clustering InfoCloud Solutions, Inc. - 2007

Tag Combinations InfoCloud Solutions, Inc. - 2007

Algorithms InfoCloud Solutions, Inc. - 2007

TagCloud InfoCloud Solutions, Inc. - 2007

TagClouds Best on Granular Items InfoCloud Solutions, Inc. - 2007

Easy Tagging InfoCloud Solutions, Inc. - 2007

Tag Yes/No InfoCloud Solutions, Inc. - 2007

What Is Going On? InfoCloud Solutions, Inc. - 2007

Improvements InfoCloud Solutions, Inc. - 2007

Value of Tagging for Non-taggers InfoCloud Solutions, Inc. - 2007

Volatility of Tagged Object InfoCloud Solutions, Inc. - 2007

Tethering Needed When object is updated ❖ Corrected/Edited ❖ New Content ❖ Removed ❖ Similar items ❖ Archive access ❖ InfoCloud Solutions, Inc. - 2007

Granular Social Network InfoCloud Solutions, Inc. - 2007

Interoperability InfoCloud Solutions, Inc. - 2007

URL: http://infocloudsolutions.com E-mail: thomas@infocloudsolutions.com E-mail: thomas@vanderwal.net AIM: vanderwal InfoCloud Solutions, Inc. - 2007

Bottom Up Tagging

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Notes on slide 1

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