Tagging That Works - O’Reilly Web 2.0 ExpoPresentation Transcript
Tagging That Works
Thomas Vander Wal
Presented to: Web 2.0 Expo
San Francisco, California :: 16 April 2007
InfoCloud Solutions, Inc. - 2007
What Is A Tag?
InfoCloud Solutions, Inc. - 2007
What’s A Tag?
InfoCloud Solutions, Inc. - 2007
Wutzatag?
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
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The “F” Word
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Folksonomy
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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
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Dual Folksonomy Triad
Object Identity
Interest
Vocabulary
Culture
Definition
Terminology
Community Metadata
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Finding More Objects
Object 1 Identity Object 2
Metadata
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Folksonomy
vs.
Taxonomy
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Taxonomy vs. Folksonomy
Business Customer
Taxonomy Folksonomy
Product
InfoCloud Solutions, Inc. - 2007
Taxonomy & Folksonomy
Taxonomy Folksonomy
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
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
❖
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
❖
InfoCloud Solutions, Inc. - 2007
Understanding Scaling
InfoCloud Solutions, Inc. - 2007
Cold-Start Problem
& Beyond
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Scaling and Functionality
A - Personal Use
D
B - Serendipity
C C - Social Tagging
Powerful
People Tagging
B
D - Mature 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
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Social Context
Personal - Social -
Capture Share
❖ ❖
Hook/Copy Point
❖ ❖
Annotate Collaborate
❖ ❖
Refind Filter
❖ ❖
Privacy Trusted Groups
❖ ❖
InfoCloud Solutions, Inc. - 2007
Shape of Tags
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Where Do People Tag?
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Tag Venues
Social Bookmarking del.icio.us, RawSugar, Ma.gnolia
❖
Flickr, Dabble, LastFM,Viddler
Media
❖
Amazon
Shopping
❖
Platial, Socialite
Geo-Location
❖
Steve.museum, Powerhouse
Museums
❖
IBM Dogear, Scuttle, ConnectBeam
Intranet
❖
Consumating
Dating
❖
Mac OSX Tiger & Microsoft Vista
OS (files)
❖
InfoCloud Solutions, Inc. - 2007
Tag Venues
Wherever there is a
digital object or marker
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People Using
Tag Services
InfoCloud Solutions, Inc. - 2007
Tag Services Offer
Tagging
❖
❖ Descriptions
❖ Feeds
❖ Interface
❖ Additional offerings
❖ Groups
❖ Favorites
❖ Rating
❖ Search
❖ Save page
InfoCloud Solutions, Inc. - 2007
Interaction
Tags
❖
❖ Delimited combinations
❖ Comma
❖ Text box per tag term
❖ Space
❖ Quotes for compound words
❖ Suggested tags
❖ From own tags
❖ From other’s tags
❖ Automated from object content
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
Scanning
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InfoCloud Solutions, Inc. - 2007
Sociality
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Collective
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Selective
InfoCloud Solutions, Inc. - 2007
Personal
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Filtering
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Clustering
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Tag Combinations
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Algorithms
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TagCloud
InfoCloud Solutions, Inc. - 2007
TagClouds Best on
Granular Items
InfoCloud Solutions, Inc. - 2007
Shopping
InfoCloud Solutions, Inc. - 2007
Amazon
InfoCloud Solutions, Inc. - 2007
Art of the Pivot
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Latest Activity
Reviews
Listmania!
Amazon Friends
Tags used
Products tagged
Easy Tagging
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Tag Yes/No
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What Is Going On?
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Improvements
InfoCloud Solutions, Inc. - 2007
Value of Tagging
for Non-taggers
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Volatility of
Tagged Object
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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
This idea of Folksonomy should work on large sized enterprises but I think it should work on middle sized organizations as well (few 1000's users).
As Gartner predicts, this concept should be largely adopted by Enterprises at the end of this year 2007. 6 years ago