Bottom Up Tagging

Slide 1: 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

Slide 2: What Is A Tag? InfoCloud Solutions, Inc. - 2007

Slide 3: 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

Slide 4: History of Tagging

Slide 5: The “F” Word InfoCloud Solutions, Inc. - 2007

Slide 6: Folksonomy InfoCloud Solutions, Inc. - 2007

Slide 7: 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

Slide 8: 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

Slide 9: “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

Slide 10: Every person is an expert in their own vocabulary (tags) InfoCloud Solutions, Inc. - 2007

Slide 11: Every Tag is Sacred InfoCloud Solutions, Inc. - 2007

Slide 12: Folksonomy Triad Object Identity Interest Definition Vocabulary Metadata InfoCloud Solutions, Inc. - 2007

Slide 13: Dual Folksonomy Triad Object Identity Interest Vocabulary Culture Definition Terminology Community Metadata InfoCloud Solutions, Inc. - 2007

Slide 14: Finding More Objects Object 1 Identity Object 2 Metadata InfoCloud Solutions, Inc. - 2007

Slide 15: Folksonomy vs. Taxonomy InfoCloud Solutions, Inc. - 2007

Slide 16: Taxonomy vs. Folksonomy Business Customer Taxonomy Folksonomy Product InfoCloud Solutions, Inc. - 2007

Slide 17: Taxonomy & Folksonomy Taxonomy Folksonomy InfoCloud Solutions, Inc. - 2007

Slide 18: 70% of Folksonomy tag terms not in Taxonomy J. Trant regarding Steve.museum InfoCloud Solutions, Inc. - 2007

Slide 19: The Value of Tagging for Business InfoCloud Solutions, Inc. - 2007

Slide 20: 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

Slide 21: Inside, Outside, Through InfoCloud Solutions, Inc. - 2007

Slide 22: Organizations & Tagging Intranet ❖ B2B ❖ Customers (organization hosted tool) ❖ External Services ❖ InfoCloud Solutions, Inc. - 2007

Slide 23: 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

Slide 24: 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

Slide 25: Efficiency InfoCloud Solutions, Inc. - 2007

Slide 26: Analysis & Monitoring Tools InfoCloud Solutions, Inc. - 2007

Slide 27: 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

Slide 28: Understanding Scaling InfoCloud Solutions, Inc. - 2007

Slide 29: Cold-Start Problem & Beyond InfoCloud Solutions, Inc. - 2007

Slide 30: 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

Slide 31: 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

Slide 32: 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

Slide 33: So, Who Tags? InfoCloud Solutions, Inc. - 2007

Slide 34: 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

Slide 35: 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

Slide 36: Why do People Tag? InfoCloud Solutions, Inc. - 2007

Slide 37: 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

Slide 38: Spheres of Sociality Mob Collective Selective Personal InfoCloud Solutions, Inc. - 2007

Slide 39: Social Context Personal - Social - Capture Share ❖ ❖ Hook/Copy Point ❖ ❖ Annotate Collaborate ❖ ❖ Refind Filter ❖ ❖ Privacy Trusted Groups ❖ ❖ InfoCloud Solutions, Inc. - 2007

Slide 40: 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

Slide 41: Tools for People Tagging Retrieval ❖ Search ❖ Identify, Build, & use a network of similar ❖ taggers Filter ❖ Follow ❖ Disambiguation ❖ Networking ❖ InfoCloud Solutions, Inc. - 2007

Slide 42: Where Do People Tag? InfoCloud Solutions, Inc. - 2007

Slide 43: 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

Slide 44: Tag Venues Wherever there is a digital object or marker InfoCloud Solutions, Inc. - 2007

Slide 45: People Using Tag Services InfoCloud Solutions, Inc. - 2007

Slide 46: Scanning InfoCloud Solutions, Inc. - 2007

Slide 48: InfoCloud Solutions, Inc. - 2007

Slide 49: Sociality InfoCloud Solutions, Inc. - 2007

Slide 50: Collective InfoCloud Solutions, Inc. - 2007

Slide 52: Selective InfoCloud Solutions, Inc. - 2007

Slide 55: Personal InfoCloud Solutions, Inc. - 2007

Slide 57: Filtering InfoCloud Solutions, Inc. - 2007

Slide 58: Clustering InfoCloud Solutions, Inc. - 2007

Slide 60: Tag Combinations InfoCloud Solutions, Inc. - 2007

Slide 63: Algorithms InfoCloud Solutions, Inc. - 2007

Slide 65: TagCloud InfoCloud Solutions, Inc. - 2007

Slide 68: TagClouds Best on Granular Items InfoCloud Solutions, Inc. - 2007

Slide 70: Easy Tagging InfoCloud Solutions, Inc. - 2007

Slide 71: Tag Yes/No InfoCloud Solutions, Inc. - 2007

Slide 72: What Is Going On? InfoCloud Solutions, Inc. - 2007

Slide 76: Improvements InfoCloud Solutions, Inc. - 2007

Slide 77: Value of Tagging for Non-taggers InfoCloud Solutions, Inc. - 2007

Slide 78: Volatility of Tagged Object InfoCloud Solutions, Inc. - 2007

Slide 79: Tethering Needed When object is updated ❖ Corrected/Edited ❖ New Content ❖ Removed ❖ Similar items ❖ Archive access ❖ InfoCloud Solutions, Inc. - 2007

Slide 80: Granular Social Network InfoCloud Solutions, Inc. - 2007

Slide 81: Interoperability InfoCloud Solutions, Inc. - 2007

Slide 82: URL: http://infocloudsolutions.com E-mail: thomas@infocloudsolutions.com E-mail: thomas@vanderwal.net AIM: vanderwal InfoCloud Solutions, Inc. - 2007