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From Tagging to Folksonomy:
Going Beyond “Bookmark This”
                 Thomas Vander Wal
Presented to: Association of A...
What Is A Tag?


 InfoCloud Solutions, Inc. - 2008
Tagging: Definition

❖   Simple data/metadata externally applied to
    an object
❖   Used for sorting
❖   A hook for aggre...
History of Tagging
The “F” Word


InfoCloud Solutions, Inc. - 2008
Folksonomy


InfoCloud Solutions, Inc. - 2008
Folksonomy: Definition

❖   Folksonomy is the result of personal free tagging of
    pages and objects for one's own retrie...
Folksonomy: Value

The value in this external tagging is derived
from people using their own vocabulary and
adding explici...
“The beauty of tagging is that it taps
into an existing cognitive process without
      adding much cognitive cost”


    ...
Every person is an
           expert in their own
            vocabulary (tags)


InfoCloud Solutions, Inc. - 2008
Every Tag is Sacred




   InfoCloud Solutions, Inc. - 2008
Folksonomy Triad
Object                                      Identity
                      Interest




                 ...
Dual Folksonomy Triad
   Object               Interest               Identity




Culture                                 ...
Finding More Objects
Object 1                Identity              Object 2




                       Metadata

         ...
Folksonomy
     vs.
 Taxonomy
InfoCloud Solutions, Inc. - 2008
Taxonomy vs. Folksonomy
  Business                                      Reader




 Taxonomy               Article        ...
Taxonomy & Folksonomy




    Taxonomy            Folksonomy
     InfoCloud Solutions, Inc. - 2008
70% of Folksonomy tag
terms not in Taxonomy
         J. Trant regarding Steve.museum




     InfoCloud Solutions, Inc. - ...
Terms Around an Object

Taxonomy                                       Folksonomy
                                        ...
Part #A6473 Terms
                          Distribution of Terms
 Validate                            A6473
taxonomy    9...
Part #A6473 Terms
                            Distribution of Terms
                    Azure
 Validate                   ...
So, Who Tags?


InfoCloud Solutions, Inc. - 2008
As much as 28% of
Americans have tagged
              Pew Internet Life Project: Report on Tagging
       http://www.pewin...
Daily 7% of people on
the Web in the U.S. tag
               Pew Internet Life Project: Report on Tagging
        http://w...
Daily 10% of people on
the Web in the U.S. tag
               Forrester Research 2007




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


   InfoCloud Solutions, Inc. - 2008
Reasons People Tag
❖ Their OWN use/value first
❖ Add Perspective/Context
 ❖ Missing metadata
 ❖ Emergent Vocabulary
 ❖ Pers...
Spheres of Sociality
                                      Mob
                                      Collective
          ...
Tools for Tagging Services
 ❖ Tagging
 ❖ Retrieval
 ❖ Search
 ❖ Identify, assemble, & use a network of similar
   taggers
...
Where Do People Tag?




    InfoCloud Solutions, Inc. - 2008
Tag Venues
❖   Social Bookmarking del.icio.us, clipmarks, Ma.gnolia
❖   Media                  Flickr, Dabble, LastFM, Vid...
Tag Venues


  Wherever there is a
digital object or marker

      InfoCloud Solutions, Inc. - 2008
Spock - Tagging People




     InfoCloud Solutions, Inc. - 2008
TagCloud


InfoCloud Solutions, Inc. - 2008
TagClouds Best on
  Granular Items

   InfoCloud Solutions, Inc. - 2008
The Value of Tagging
   for Business

   InfoCloud Solutions, Inc. - 2008
In-house
 Tagging
In-house Uses
❖   Annotate research
    ❖   Ease refindability
    ❖   Access from various devices
❖   Find other’s researc...
Reader
Tagging
Ease of Sharing
Monitoring
 Reader’s
Annotations
Business Gains: Internet

❖   Improved understanding of readers

❖   Current terminology (all of it)

❖   Identify market ...
Considerations

❖   What services do your readers use?

❖   In-service tagging w/ export to services

❖   Monitoring

❖   ...
You Say, We Say
 - Moritz Stefaner




   http://well-formed-data.net/thesis/
Thank You!


InfoCloud Solutions, Inc. - 2008
URL: http://infocloudsolutions.com
E-mail: thomas@infocloudsolutions.com
E-mail: thomas@vanderwal.net
AIM: vanderwal
Skype...
Tagging to Folksonomy
Tagging to Folksonomy
Tagging to Folksonomy
Tagging to Folksonomy
Tagging to Folksonomy
Tagging to Folksonomy
Tagging to Folksonomy
Tagging to Folksonomy
Tagging to Folksonomy
Tagging to Folksonomy
Tagging to Folksonomy
Tagging to Folksonomy
Tagging to Folksonomy
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Tagging to Folksonomy

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A presentation on tagging and folksonomy presented to the Association of Alternative Newsweeklies. One thing that came out of discussions and presentation preparation was a need to better monitor and make use of the tagging people are placing in other services.

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Transcript of "Tagging to Folksonomy"

  1. 1. From Tagging to Folksonomy: Going Beyond “Bookmark This” Thomas Vander Wal Presented to: Association of Alternative Newsweeklies San Francisco, CA, USA :: 31 January 2008
  2. 2. What Is A Tag? InfoCloud Solutions, Inc. - 2008
  3. 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. - 2008
  4. 4. History of Tagging
  5. 5. The “F” Word InfoCloud Solutions, Inc. - 2008
  6. 6. Folksonomy InfoCloud Solutions, Inc. - 2008
  7. 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. - 2008
  8. 8. Folksonomy: Value The value in this external tagging is derived from people using their own vocabulary and adding explicit meaning which may come from meaning, 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. - 2008
  9. 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. - 2008
  10. 10. Every person is an expert in their own vocabulary (tags) InfoCloud Solutions, Inc. - 2008
  11. 11. Every Tag is Sacred InfoCloud Solutions, Inc. - 2008
  12. 12. Folksonomy Triad Object Identity Interest Definition Vocabulary Metadata InfoCloud Solutions, Inc. - 2008
  13. 13. Dual Folksonomy Triad Object Interest Identity Culture Vocabulary Definition Terminology Community Metadata InfoCloud Solutions, Inc. - 2008
  14. 14. Finding More Objects Object 1 Identity Object 2 Metadata InfoCloud Solutions, Inc. - 2008
  15. 15. Folksonomy vs. Taxonomy InfoCloud Solutions, Inc. - 2008
  16. 16. Taxonomy vs. Folksonomy Business Reader Taxonomy Article Folksonomy InfoCloud Solutions, Inc. - 2008
  17. 17. Taxonomy & Folksonomy Taxonomy Folksonomy InfoCloud Solutions, Inc. - 2008
  18. 18. 70% of Folksonomy tag terms not in Taxonomy J. Trant regarding Steve.museum InfoCloud Solutions, Inc. - 2008
  19. 19. Terms Around an Object Taxonomy Folksonomy - Ball (89) - Ball - Circle (63) - Sphere - Blue (23) - Blue - Orb (11) - Sphere (6) - #A6437 - Gradient (3) - ToBuy (3) - Darkblue (2) - Round (2) - … 26 more InfoCloud Solutions, Inc. 2008
  20. 20. Part #A6473 Terms Distribution of Terms Validate A6473 taxonomy 90.0 or add to taxonomy Value in Interest Synonyms & 67.5 & watch Unique views 45.0 22.5 0 InfoCloud Solutions, Inc. 2008
  21. 21. Part #A6473 Terms Distribution of Terms Azure Validate A6473 taxonomy 90.0 or add to taxonomy Interest 67.5 & watch 45.0 22.5 0 InfoCloud Solutions, Inc. 2008
  22. 22. So, Who Tags? InfoCloud Solutions, Inc. - 2008
  23. 23. 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. - 2008
  24. 24. 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. - 2008
  25. 25. Daily 10% of people on the Web in the U.S. tag Forrester Research 2007 InfoCloud Solutions, Inc. - 2008
  26. 26. Why do People Tag? InfoCloud Solutions, Inc. - 2008
  27. 27. 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. - 2008
  28. 28. Spheres of Sociality Mob Collective Selective Personal InfoCloud Solutions, Inc. - 2008
  29. 29. Tools for Tagging Services ❖ Tagging ❖ Retrieval ❖ Search ❖ Identify, assemble, & use a network of similar taggers ❖ Filter ❖ Follow ❖ Disambiguation ❖ Networking InfoCloud Solutions, Inc. - 2008
  30. 30. Where Do People Tag? InfoCloud Solutions, Inc. - 2008
  31. 31. Tag Venues ❖ Social Bookmarking del.icio.us, clipmarks, Ma.gnolia ❖ Media Flickr, Dabble, LastFM, Viddler ❖ Shopping Amazon (US), Buzzillion ❖ Geo-Location Platial, Socialite ❖ News New York Times ❖ Intranet ConnectBeam, IBM Dogear, Cogenz ❖ Dating Consumating ❖ OS (files) Mac OSX Tiger & Microsoft Vista InfoCloud Solutions, Inc. - 2008
  32. 32. Tag Venues Wherever there is a digital object or marker InfoCloud Solutions, Inc. - 2008
  33. 33. Spock - Tagging People InfoCloud Solutions, Inc. - 2008
  34. 34. TagCloud InfoCloud Solutions, Inc. - 2008
  35. 35. TagClouds Best on Granular Items InfoCloud Solutions, Inc. - 2008
  36. 36. The Value of Tagging for Business InfoCloud Solutions, Inc. - 2008
  37. 37. In-house Tagging
  38. 38. In-house Uses ❖ Annotate research ❖ Ease refindability ❖ Access from various devices ❖ Find other’s research ❖ Eases networking & collaboration ❖ Put contacts in context ❖ Cost effective means of building taxonomy InfoCloud Solutions, Inc. - 2008
  39. 39. Reader Tagging
  40. 40. Ease of Sharing
  41. 41. Monitoring Reader’s Annotations
  42. 42. Business Gains: Internet ❖ Improved understanding of readers ❖ Current terminology (all of it) ❖ Identify market segmentations ❖ Connect to readers with language & taste ❖ Monitor and analyze existing services InfoCloud Solutions, Inc. - 2008
  43. 43. Considerations ❖ What services do your readers use? ❖ In-service tagging w/ export to services ❖ Monitoring ❖ Use for reader driven aggregation InfoCloud Solutions, Inc. - 2008
  44. 44. You Say, We Say - Moritz Stefaner http://well-formed-data.net/thesis/
  45. 45. Thank You! InfoCloud Solutions, Inc. - 2008
  46. 46. URL: http://infocloudsolutions.com E-mail: thomas@infocloudsolutions.com E-mail: thomas@vanderwal.net AIM: vanderwal Skype: tjvanderwal InfoCloud Solutions, Inc. - 2008
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