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  1. 1. The Community/Individual Cycle: ZoneTag and Y!RB Mor Naaman Yahoo! Research Berkeley
  2. 2. Attraction Map of Paris <ul><ul><li>Stanley Milgram, 1976. </li></ul></ul><ul><ul><li>Psychological Maps of Paris </li></ul></ul>
  3. 3. Attraction Map of London <ul><ul><li>Jaffe et al, 2006. </li></ul></ul>
  4. 4. Social Media Cycle How? What? Why?
  5. 5. Talk Outline <ul><li>Wisdom of the tags </li></ul><ul><ul><li>mining information from geo-tagged photos </li></ul></ul><ul><li>ZoneTag </li></ul><ul><ul><li>your photos in context </li></ul></ul><ul><li>Why we tag </li></ul><ul><ul><li>a user study of tagging </li></ul></ul>
  6. 6. Information Overload? <ul><ul><li>Flickr “geotagged” </li></ul></ul>
  7. 7. What can we derive? <ul><li>Dataset: </li></ul><ul><li>( photo_id , user_id, latitude, longitude) </li></ul><ul><li>( photo_id , tag ) </li></ul><ul><ul><li>Given all photos from a geographic region, </li></ul></ul><ul><ul><li>find a “representative” summary set </li></ul></ul><ul><ul><li>generate a meaningful visualization </li></ul></ul>
  8. 8. Issues to Tackle <ul><li>Noisy data </li></ul><ul><li>Photographer biases </li></ul><ul><ul><li>In locations </li></ul></ul><ul><ul><li>In Tags </li></ul></ul><ul><li>Wrong data </li></ul>Whatever, color, city, spectrum, santa barbara, california, usa, Lookatme, Herbert Bayer Chromatic Gate
  9. 9. Intuition <ul><ul><li>More “activity” in a certain location indicates importance of that location </li></ul></ul><ul><ul><li>Tag that are unique to a certain location can suggest importance of that location </li></ul></ul>
  10. 10. (Very) Simple Example
  11. 11. Summary of San Francisco Golden Gate Bridge TransAmerica AT&T Baseball Park Golden Gate Twin Peaks Golden Gate Bay Bridge Ocean Beach Chinatown
  12. 12. Tag Maps
  13. 13. Tag Maps
  14. 14. Social Media Cycle How? What? Why?
  15. 15. International Remix <ul><li>Demo? </li></ul><ul><li>Extracting patterns </li></ul>
  16. 16. International Remix
  17. 17. Key Framing
  18. 18. Reuse Patterns
  19. 19. Reuse Patterns
  20. 20. Flickr <ul><li>Interestingness </li></ul><ul><li>Vs. popular on YouTube? </li></ul>
  21. 21. Outline How? What? Why?
  22. 22. Outline <ul><li>Wisdom of the tags </li></ul><ul><ul><li>mining information from geo-tagged photos </li></ul></ul><ul><li>ZoneTag </li></ul><ul><ul><li>your photos in context </li></ul></ul><ul><li>Why we tag </li></ul><ul><ul><li>a user study of tagging </li></ul></ul>
  23. 23. Another Look at the Tag Map
  24. 24. ZoneTag(?) <ul><li>How would we: </li></ul><ul><li>Create/store? </li></ul><ul><li>Find? </li></ul><ul><li>Share? </li></ul><ul><li>Discover? </li></ul>“ Everything in the world exists to end up in a photograph” -- Susan Sontag
  25. 25. Why Cameraphones? <ul><li>Numbers, numbers… </li></ul><ul><li>Programmable </li></ul><ul><li>Context-aware </li></ul><ul><li>Network-connected </li></ul><ul><li>Quality… it’s getting there </li></ul><ul><ul><li>500,000,000 </li></ul></ul>(Source: Future Image Inc.)
  26. 26. Current Mobile Experience <ul><li>Difficult to share (or even save!) </li></ul><ul><li>Hard to find </li></ul><ul><ul><li>No context </li></ul></ul><ul><ul><li>No semantic information </li></ul></ul>
  27. 27. ZoneTag Experience <ul><li>2-click upload (same key!) </li></ul><ul><li>Photo uploaded with location and time metadata </li></ul>
  28. 28. ZoneTag Experience <ul><li>Tagging made easy </li></ul><ul><ul><li>Tag/annotate your photos from the phone </li></ul></ul>
  29. 29. Where do locations come from? <ul><li>Bluetooth GPS (when available) </li></ul><ul><li>User-contributed cell tower mapping </li></ul>
  30. 30. Where do tags come from? <ul><li>Tags I used in this context (`home’) </li></ul><ul><li>Tags my friends used in this context (`Research Meeting’) </li></ul><ul><li>Tags other people used in this context (`PARC’, ‘Mor Naaman’, `This talk sucks’) </li></ul>
  31. 31. Where do tags come from? <ul><li>Stuff around you: </li></ul><ul><ul><li>Yahoo! Local </li></ul></ul><ul><ul><li> (`Mor Naaman @ PARC’, `PARC George E. Pake Auditorium’) </li></ul></ul><ul><li>Stuff from you (any RSS 2.0 feed): </li></ul><ul><ul><li>Calendar ( G,, Kiko ,…) </li></ul></ul><ul><ul><li>Favorite hangouts </li></ul></ul>
  32. 32. Suggested Tags “ When I went to upload, there were already all these exotic tags like &quot;Bill Graham Civic Auditorium&quot; and &quot;Bob dylan live&quot; sure was convenient to just select and go…”
  33. 33. Where do tags go? <ul><li>Back to the original RSS items </li></ul><ul><ul><li> </li></ul></ul><ul><li>Action Tags </li></ul><ul><ul><li>Trigger a call to a web service </li></ul></ul><ul><ul><ul><li>With parameters </li></ul></ul></ul><ul><ul><li>Command line - from your phone </li></ul></ul>Rotate:right Email:dad Group:zonetag Scanr:document
  34. 34. I’m Too Lazy (you’re not alone) <ul><li>Tagging is the means, not the goal </li></ul><ul><li>Benefits even if you never tagged a single image </li></ul>(Bradley Horowitz, (?) (?) (?)
  35. 35. Things We Learned <ul><li>“ Best” feature: 2-click upload </li></ul><ul><ul><li>Even users that often tag </li></ul></ul><ul><li>For some, last chance to annotate </li></ul><ul><li>Mobile tagging - not just experts, not all experts… </li></ul>
  36. 36. Things We Learned <ul><li>Tagging behavior: </li></ul><ul><ul><li>All over the place </li></ul></ul><ul><ul><li>More than Shozu </li></ul></ul><ul><ul><li>Connected to privacy </li></ul></ul>
  37. 37. Outline How? What? Why?
  38. 38. International Remix? <ul><li>How can Intl Remix leverage the community to help the individual? </li></ul>
  39. 39. Outline How? What? Why?
  40. 40. Outline <ul><li>Wisdom of the tags </li></ul><ul><ul><li>mining information from geo-tagged photos </li></ul></ul><ul><li>ZoneTag </li></ul><ul><ul><li>your photos in context </li></ul></ul><ul><li>Why we tag </li></ul><ul><ul><li>a user study of tagging </li></ul></ul>
  41. 41. Why Tag? <ul><li>What are tags? </li></ul>
  42. 42. Why Tag? Bay Bridge, Fog, [San Francisco, 94105]
  43. 43. Why Tag? RedSox, Fenway, GreenMonster, [Boston, 02215], …
  44. 44. Why Tag? Liz, sunbathing, sunny, sunglasses, concrete, [Palo Alto, 94306], …
  45. 45. Tag Affordances on Flickr <ul><li>Displayed next to photo </li></ul><ul><li>Can be used to search: </li></ul><ul><ul><li>Your own photos </li></ul></ul><ul><ul><li>Others’ photos </li></ul></ul><ul><ul><li>Public photos </li></ul></ul>
  46. 46. Tag Affordances on Flickr <ul><li>Displayed next to photo </li></ul><ul><li>Can be used to search: </li></ul><ul><ul><li>Your own photos </li></ul></ul><ul><ul><li>Others’ photos </li></ul></ul><ul><ul><li>Public photos </li></ul></ul>
  47. 47. Tags on ZoneTag <ul><li>By default, tags are kept from one photo to next </li></ul><ul><li>Tags used in a location will be suggested in that location </li></ul><ul><ul><li>To you </li></ul></ul><ul><ul><li>To others </li></ul></ul><ul><li>Immediate (i.e., during event) </li></ul><ul><li>Place name tags added automatically </li></ul>
  48. 48. User Study <ul><li>13 ZoneTag users (23-45, 9m, 4f) </li></ul><ul><li>All “taggers” (no use to ask non-taggers why they tag) </li></ul><ul><li>Structured interviews </li></ul>
  49. 49. Expected… <ul><li>Organization/retrieval </li></ul><ul><li>Creator/synthesizer </li></ul><ul><li>“Tagging for community” </li></ul>
  50. 50. Found… <ul><li>Motivation taxonomy </li></ul><ul><li>No “synthesizers” </li></ul><ul><li>Inspired by community </li></ul><ul><li>Organization/retrieval </li></ul><ul><li>Creator/Synthesizer </li></ul><ul><li>“ Tagging for community” </li></ul>X
  51. 51. Motivation Taxonomy “ If I tagged ahead of time I can go back and get all my pictures of [my children]…” “… I then think “well, maybe I should tag this” so I can find it again later” “ I’m obsessive-compulsive”
  52. 52. Motivation Taxonomy “ I want at least one hook of association in there that can help me reconstruct…”
  53. 53. Motivation Taxonomy “ I tag photos with what I think might be interesting to other people, stuff I think people will like” “ I know that tagging can connect my photos to activities, and get more interest” “ I want to look at all [my neighborhood’s] tags. … That’s definitely a reason I’m putting these tags in ” “ night, by the fires all around the market, ... at each word that one man says -- such as 'wolf', 'sister', 'hidden treasure', 'battle', 'scabies', 'lovers' -- the others tell, each one, his tale of wolves, sisters, treasures, scabies, lovers, battles.” -- Italo Calvino, Invisible Cities
  54. 54. Motivation Taxonomy “… so that my friends can see what I am up to” I can tell my mom [with the tag] “look, we went to…” “ I left reviews of places – like at the airport, when my flight was delayed, I tagged “Aloha Air sucks.”
  55. 55. Breakdown
  56. 56. Suggested Tags <ul><li>Useful for entry, when they “work” </li></ul><ul><ul><li>Critical mass needed </li></ul></ul><ul><ul><li>Better filtering </li></ul></ul><ul><li>Inspire and give example </li></ul><ul><li>Overtagging may be issue </li></ul>“ Tag suggestions were huge for me; they really cut down on typing” “ I thought: this is how I want it to work all the time!” “ This person was in my phone for a month - who is she???” “ I try to use as many suggested tags that apply. … I also use it for auto-completion – I type “s” to get San Francisco”
  57. 57. Tags/Contribution <ul><li>Derived from affordances </li></ul><ul><ul><li>Social engineering </li></ul></ul><ul><li>HT06, tagging paper, taxonomy, Flickr, academic article, to read (HyperText 2006) </li></ul>
  58. 58. Flickr Example <ul><li>Distribution of “number of photos in account” </li></ul>Number of photos Number of users 6 12 18 … Huh??
  59. 59. Case Study - Flickr <ul><li>Nobody tags other people’s content </li></ul><ul><li>Why? </li></ul>Not collected Not identified Not prominent In user’s account As coming from the tagger In the interface, as “opinion” Not aggregated Can’t “vote” on tag/item pair
  60. 60. Enough already with this stupid figure!
  61. 61. Open Questions <ul><li>Those who don’t… </li></ul><ul><li>Better filtering, tag suggestions </li></ul><ul><li>Longer usage trends </li></ul><ul><li>Effect of community on usage </li></ul><ul><li>… </li></ul>
  62. 62. Final Notes <ul><li>All Flickr/ZT photos, Creative Commons or with author permission </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  63. 63. Final Notes: ZoneTag For All <ul><li>Everything we can do, you can do (better?) </li></ul><ul><ul><li>Cell ID translation </li></ul></ul><ul><ul><li>Suggested Tags </li></ul></ul><ul><ul><li>More… </li></ul></ul><ul><li>Use ZT-technology with your app! </li></ul><ul><li>Email me </li></ul>
  64. 64. Thanks <ul><li>With: Shane Ahern, Simon King, Rahul Nair, Nathan Good, Marc Davis, Morgan Ames, Dean Eckles, Alex Jaffe, Tamir Tassa </li></ul><ul><li>Download, sign up, get the scoop: </li></ul><ul><li>Read more, follow: </li></ul><ul><li>Learn, Brain Jam: </li></ul><ul><li>Become an intern, get involved: </li></ul><ul><li>email me . </li></ul>

Editor's Notes

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