Tagging That Works - O'Reilly Web 2.0 Expo

Slide 1: Tagging That Works Thomas Vander Wal Presented to: Web 2.0 Expo San Francisco, California :: 16 April 2007 InfoCloud Solutions, Inc. - 2007

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

Slide 3: What’s A Tag? InfoCloud Solutions, Inc. - 2007

Slide 4: Wutzatag? InfoCloud Solutions, Inc. - 2007

Slide 5: 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 6: History of Tagging InfoCloud Solutions, Inc. - 2007

Slide 7: The “F” Word InfoCloud Solutions, Inc. - 2007

Slide 8: Folksonomy InfoCloud Solutions, Inc. - 2007

Slide 9: 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 10: 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 11: “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 12: Every person is an expert in their own vocabulary (tags) InfoCloud Solutions, Inc. - 2007

Slide 13: Every Tag is Sacred InfoCloud Solutions, Inc. - 2007

Slide 14: Folksonomy Triad Object Identity Interest Definition Vocabulary Metadata InfoCloud Solutions, Inc. - 2007

Slide 15: Dual Folksonomy Triad Object Identity Interest Vocabulary Culture Definition Terminology Community Metadata InfoCloud Solutions, Inc. - 2007

Slide 16: Finding More Objects Object 1 Identity Object 2 Metadata InfoCloud Solutions, Inc. - 2007

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

Slide 18: Taxonomy vs. Folksonomy Business Customer Taxonomy Folksonomy Product InfoCloud Solutions, Inc. - 2007

Slide 19: Taxonomy & Folksonomy Taxonomy Folksonomy InfoCloud Solutions, Inc. - 2007

Slide 20: The Value of Tagging for Business InfoCloud Solutions, Inc. - 2007

Slide 21: 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 22: 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

Slide 23: 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

Slide 24: Understanding Scaling InfoCloud Solutions, Inc. - 2007

Slide 25: Cold-Start Problem & Beyond InfoCloud Solutions, Inc. - 2007

Slide 26: 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

Slide 27: 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 28: 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 29: So, Who Tags? InfoCloud Solutions, Inc. - 2007

Slide 30: 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 31: 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 32: Why do People Tag? InfoCloud Solutions, Inc. - 2007

Slide 33: 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 34: Spheres of Sociality Mob Collective Selective Personal InfoCloud Solutions, Inc. - 2007

Slide 35: Social Context Personal - Social - Capture Share ❖ ❖ Hook/Copy Point ❖ ❖ Annotate Collaborate ❖ ❖ Refind Filter ❖ ❖ Privacy Trusted Groups ❖ ❖ InfoCloud Solutions, Inc. - 2007

Slide 36: Shape of Tags InfoCloud Solutions, Inc. - 2007

Slide 37: Where Do People Tag? InfoCloud Solutions, Inc. - 2007

Slide 38: 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

Slide 39: Tag Venues Wherever there is a digital object or marker InfoCloud Solutions, Inc. - 2007

Slide 40: People Using Tag Services InfoCloud Solutions, Inc. - 2007

Slide 41: Tag Services Offer Tagging ❖ ❖ Descriptions ❖ Feeds ❖ Interface ❖ Additional offerings ❖ Groups ❖ Favorites ❖ Rating ❖ Search ❖ Save page InfoCloud Solutions, Inc. - 2007

Slide 42: 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

Slide 43: 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 44: Scanning InfoCloud Solutions, Inc. - 2007

Slide 46: InfoCloud Solutions, Inc. - 2007

Slide 47: Sociality InfoCloud Solutions, Inc. - 2007

Slide 48: Collective InfoCloud Solutions, Inc. - 2007

Slide 50: Selective InfoCloud Solutions, Inc. - 2007

Slide 53: Personal InfoCloud Solutions, Inc. - 2007

Slide 55: Filtering InfoCloud Solutions, Inc. - 2007

Slide 56: Clustering InfoCloud Solutions, Inc. - 2007

Slide 58: Tag Combinations InfoCloud Solutions, Inc. - 2007

Slide 61: Algorithms InfoCloud Solutions, Inc. - 2007

Slide 63: TagCloud InfoCloud Solutions, Inc. - 2007

Slide 66: TagClouds Best on Granular Items InfoCloud Solutions, Inc. - 2007

Slide 68: Shopping InfoCloud Solutions, Inc. - 2007

Slide 69: Amazon InfoCloud Solutions, Inc. - 2007

Slide 70: Art of the Pivot InfoCloud Solutions, Inc. - 2007

Slide 74: Latest Activity Reviews Listmania! Amazon Friends Tags used Products tagged

Slide 75: Easy Tagging InfoCloud Solutions, Inc. - 2007

Slide 76: Tag Yes/No InfoCloud Solutions, Inc. - 2007

Slide 77: What Is Going On? InfoCloud Solutions, Inc. - 2007

Slide 81: Improvements InfoCloud Solutions, Inc. - 2007

Slide 82: Value of Tagging for Non-taggers InfoCloud Solutions, Inc. - 2007

Slide 83: Volatility of Tagged Object InfoCloud Solutions, Inc. - 2007

Slide 84: Tethering Needed When object is updated ❖ Corrected/Edited ❖ New Content ❖ Removed ❖ Similar items ❖ Archive access ❖ InfoCloud Solutions, Inc. - 2007

Slide 85: Granular Social Network InfoCloud Solutions, Inc. - 2007

Slide 86: Interoperability InfoCloud Solutions, Inc. - 2007

Slide 87: Tag Commons InfoCloud Solutions, Inc. - 2007

Slide 89: URL: http://infocloudsolutions.com E-mail: thomas@infocloudsolutions.com E-mail: thomas@vanderwal.net AIM: vanderwal InfoCloud Solutions, Inc. - 2007