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Bottom-up All The Way Down:
How Tags Help Businesses Organize
               Thomas Vander Wal
           Presented to: En...
What Is A Tag?


 InfoCloud Solutions, Inc. - 2007
Tagging: Definition

    Simple data/metadata externally applied to
❖
    an object
    Used for sorting
❖

    A hook for ...
History of Tagging
The “F” Word


InfoCloud Solutions, Inc. - 2007
Folksonomy


InfoCloud Solutions, Inc. - 2007
Folksonomy: Definition

❖   Folksonomy is the result of personal free
    tagging of pages and objects for one's own
    re...
Folksonomy:Value
The value in this external tagging is derived
from people using their own vocabulary
and adding explicit ...
“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. - 2007
Every Tag is Sacred




   InfoCloud Solutions, Inc. - 2007
Folksonomy Triad
Object                                      Identity
                      Interest




                 ...
Dual Folksonomy Triad
   Object                                      Identity
                        Interest




       ...
Finding More Objects
Object 1                Identity              Object 2




                       Metadata

         ...
Folksonomy
     vs.
 Taxonomy
InfoCloud Solutions, Inc. - 2007
Taxonomy vs. Folksonomy
  Business                                  Customer




 Taxonomy                                ...
Taxonomy & Folksonomy




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




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

   InfoCloud Solutions, Inc. - 2007
Business Tensions
Naming control                           People’s vocabulary

Sample groups                            E...
Inside, Outside, Through


     InfoCloud Solutions, Inc. - 2007
Organizations & Tagging

    Intranet
❖


    B2B
❖


    Customers (organization hosted tool)
❖


    External Services
❖...
Business Gains: Internet
    Improved understanding of customers
❖

    Current terminology (all of it)
❖

    Market segm...
Business Gains: Intranet
    Improve refindability
❖

    Understand context
❖

    Ease sharing of resources by perspectiv...
Efficiency
InfoCloud Solutions, Inc. - 2007
Analysis &
Monitoring Tools

  InfoCloud Solutions, Inc. - 2007
Tools Needed
  Monitoring
❖
  ❖ Use
  ❖ Inbound & Outbound
  ❖ Spam
  ❖ External tagging systems
❖ Analysis
  ❖ System usa...
Understanding Scaling


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

   InfoCloud Solutions, Inc. - 2007
Scaling and Functionality
                                                        A - Personal Use
                       ...
Phases of Interaction
  Saving and tagging
❖
❖ Refinding
❖ Clicking, pivoting, exploring
❖ Searching
 ❖ One’s own tags
 ❖ O...
Personal to Social
                                            Social
                    Personal Serendipity            ...
So, Who Tags?


InfoCloud Solutions, Inc. - 2007
As much as 28% of
Americans have tagged
            Pew Internet Life Project: Report on Tagging
     http://www.pewintern...
Daily 7% of people on
the Web in the U.S. tag
            Pew Internet Life Project: Report on Tagging
     http://www.pew...
Why do People Tag?


   InfoCloud Solutions, Inc. - 2007
Reasons People Tag
  Their OWN use/value first
❖
❖ Add Perspective/Context
 ❖ Missing metadata
 ❖ Emergent Vocabulary
 ❖ Pe...
Spheres of Sociality
                                      Mob
                                      Collective
          ...
Social Context

Personal -                    Social -
     Capture                        Share
 ❖                       ...
Interaction
    Privacy
❖

        Open to all
    ❖

        Open to community
    ❖

        Personal only
    ❖

      ...
Tools for People Tagging
    Retrieval
❖

    Search
❖

    Identify, Build, & use a network of similar
❖
    taggers
    ...
Where Do People Tag?




    InfoCloud Solutions, Inc. - 2007
Tag Venues
    Social Bookmarking del.icio.us, clipmarks, Ma.gnolia
❖

                           Flickr, Dabble, LastFM,V...
Tag Venues


  Wherever there is a
digital object or marker

      InfoCloud Solutions, Inc. - 2007
People Using
Tag Services

InfoCloud Solutions, Inc. - 2007
Scanning


InfoCloud Solutions, Inc. - 2007
InfoCloud Solutions, Inc. - 2007
Sociality


InfoCloud Solutions, Inc. - 2007
Collective


InfoCloud Solutions, Inc. - 2007
Selective


InfoCloud Solutions, Inc. - 2007
Personal


InfoCloud Solutions, Inc. - 2007
Filtering


InfoCloud Solutions, Inc. - 2007
Clustering


InfoCloud Solutions, Inc. - 2007
Tag Combinations


  InfoCloud Solutions, Inc. - 2007
Algorithms


InfoCloud Solutions, Inc. - 2007
TagCloud


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

   InfoCloud Solutions, Inc. - 2007
Easy Tagging


InfoCloud Solutions, Inc. - 2007
Tag Yes/No




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


   InfoCloud Solutions, Inc. - 2007
Improvements


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

 InfoCloud Solutions, Inc. - 2007
Volatility of
Tagged Object

 InfoCloud Solutions, Inc. - 2007
Tethering Needed

    When object is updated
❖

        Corrected/Edited
    ❖

        New Content
    ❖

    Removed
❖

...
Granular Social
  Network

 InfoCloud Solutions, Inc. - 2007
Interoperability


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

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Tagging folksonomy presentation given at Enterprise 2.0 2007 Conference in Boston

Published in: Business, Technology

Bottom Up Tagging

  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
  2. What Is A Tag? InfoCloud Solutions, Inc. - 2007
  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
  4. History of Tagging
  5. The “F” Word InfoCloud Solutions, Inc. - 2007
  6. Folksonomy InfoCloud Solutions, Inc. - 2007
  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
  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
  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
  10. Every person is an expert in their own vocabulary (tags) InfoCloud Solutions, Inc. - 2007
  11. Every Tag is Sacred InfoCloud Solutions, Inc. - 2007
  12. Folksonomy Triad Object Identity Interest Definition Vocabulary Metadata InfoCloud Solutions, Inc. - 2007
  13. Dual Folksonomy Triad Object Identity Interest Vocabulary Culture Definition Terminology Community Metadata InfoCloud Solutions, Inc. - 2007
  14. Finding More Objects Object 1 Identity Object 2 Metadata InfoCloud Solutions, Inc. - 2007
  15. Folksonomy vs. Taxonomy InfoCloud Solutions, Inc. - 2007
  16. Taxonomy vs. Folksonomy Business Customer Taxonomy Folksonomy Product InfoCloud Solutions, Inc. - 2007
  17. Taxonomy & Folksonomy Taxonomy Folksonomy InfoCloud Solutions, Inc. - 2007
  18. 70% of Folksonomy tag terms not in Taxonomy J. Trant regarding Steve.museum InfoCloud Solutions, Inc. - 2007
  19. The Value of Tagging for Business InfoCloud Solutions, Inc. - 2007
  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
  21. Inside, Outside, Through InfoCloud Solutions, Inc. - 2007
  22. Organizations & Tagging Intranet ❖ B2B ❖ Customers (organization hosted tool) ❖ External Services ❖ InfoCloud Solutions, Inc. - 2007
  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
  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
  25. Efficiency InfoCloud Solutions, Inc. - 2007
  26. Analysis & Monitoring Tools InfoCloud Solutions, Inc. - 2007
  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
  28. Understanding Scaling InfoCloud Solutions, Inc. - 2007
  29. Cold-Start Problem & Beyond InfoCloud Solutions, Inc. - 2007
  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
  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
  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
  33. So, Who Tags? InfoCloud Solutions, Inc. - 2007
  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
  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
  36. Why do People Tag? InfoCloud Solutions, Inc. - 2007
  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
  38. Spheres of Sociality Mob Collective Selective Personal InfoCloud Solutions, Inc. - 2007
  39. Social Context Personal - Social - Capture Share ❖ ❖ Hook/Copy Point ❖ ❖ Annotate Collaborate ❖ ❖ Refind Filter ❖ ❖ Privacy Trusted Groups ❖ ❖ InfoCloud Solutions, Inc. - 2007
  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
  41. Tools for People Tagging Retrieval ❖ Search ❖ Identify, Build, & use a network of similar ❖ taggers Filter ❖ Follow ❖ Disambiguation ❖ Networking ❖ InfoCloud Solutions, Inc. - 2007
  42. Where Do People Tag? InfoCloud Solutions, Inc. - 2007
  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
  44. Tag Venues Wherever there is a digital object or marker InfoCloud Solutions, Inc. - 2007
  45. People Using Tag Services InfoCloud Solutions, Inc. - 2007
  46. Scanning InfoCloud Solutions, Inc. - 2007
  47. InfoCloud Solutions, Inc. - 2007
  48. Sociality InfoCloud Solutions, Inc. - 2007
  49. Collective InfoCloud Solutions, Inc. - 2007
  50. Selective InfoCloud Solutions, Inc. - 2007
  51. Personal InfoCloud Solutions, Inc. - 2007
  52. Filtering InfoCloud Solutions, Inc. - 2007
  53. Clustering InfoCloud Solutions, Inc. - 2007
  54. Tag Combinations InfoCloud Solutions, Inc. - 2007
  55. Algorithms InfoCloud Solutions, Inc. - 2007
  56. TagCloud InfoCloud Solutions, Inc. - 2007
  57. TagClouds Best on Granular Items InfoCloud Solutions, Inc. - 2007
  58. Easy Tagging InfoCloud Solutions, Inc. - 2007
  59. Tag Yes/No InfoCloud Solutions, Inc. - 2007
  60. What Is Going On? InfoCloud Solutions, Inc. - 2007
  61. Improvements InfoCloud Solutions, Inc. - 2007
  62. Value of Tagging for Non-taggers InfoCloud Solutions, Inc. - 2007
  63. Volatility of Tagged Object InfoCloud Solutions, Inc. - 2007
  64. Tethering Needed When object is updated ❖ Corrected/Edited ❖ New Content ❖ Removed ❖ Similar items ❖ Archive access ❖ InfoCloud Solutions, Inc. - 2007
  65. Granular Social Network InfoCloud Solutions, Inc. - 2007
  66. Interoperability InfoCloud Solutions, Inc. - 2007
  67. URL: http://infocloudsolutions.com E-mail: thomas@infocloudsolutions.com E-mail: thomas@vanderwal.net AIM: vanderwal InfoCloud Solutions, Inc. - 2007

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