Next Generation Search: Social Bookmarking and Tagging

Thomas Vander Wal
Thomas Vander WalDirector at Rhizome Innovation
Next Generation Search:
Social Bookmarking and Tagging
            Thomas Vander Wal
         Presented to: Interop 2009
   Las Vegas, Nevada, USA :: 20 May 2009
Enterprise Search
     Success



      ?
Few organization claim
 80% or better search
Let’s be optimistic
80% Success
1 in 5 searches do not
 find what is desired
In an organization with
   500 daily searches
That is 100 failures
Average knowledge
worker - 16% of time
     searching
16% of 40 hours =
     1.25hr
20% of 1.25 hrs =
15 minutes per week
per knowledge worker
  counter productive
At $60k salary,
poor search cost per
   person $375
Remember, we being
    optimistic
Knowledge workers are
often the most efficient
       at search
Most organizations have
 40% to 70% search
     success rates
We need help!
Traditionally search is
      based on:
Text
Links
Metadata
& what experts think
we call (or should call)
         things
Taxonomy
Result is still…
Objects often not found
Experts are not us!
Search Ecosystem
Objects created &
added w/ metadata
Metadata often
 incomplete
Metadata automated
Categories & expert
tags applied pre-search
Tag Augmented
 Social Search
What does your
  organization know?
InfoCloud Solutions, Inc. - 2009
What does your
organization call things?
  InfoCloud Solutions, Inc. - 2008
What do people in your
organization call things?
    InfoCloud Solutions, Inc. - 2009
What Is A Tag?


 InfoCloud Solutions, Inc. - 2009
The “F” Word


InfoCloud Solutions, Inc. - 2009
Folksonomy


InfoCloud Solutions, Inc. - 2009
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. - 2009
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. - 2009
Every person is an
           expert in their own
            vocabulary (tags)


InfoCloud Solutions, Inc. - 2009
Every Tag is Sacred




   InfoCloud Solutions, Inc. - 2009
Folksonomy Triad
Object                                      Identity
                      Interest




                      Definition
                                             Vocabulary




                                            Metadata

         InfoCloud Solutions, Inc. - 2009
Dual Folksonomy Triad
   Object               Interest               Identity




Culture                                         Vocabulary


                      Definition



                      Terminology
Community                                      Metadata

            InfoCloud Solutions, Inc. - 2009
Folksonomy
     vs.
 Taxonomy
InfoCloud Solutions, Inc. - 2009
The Value of Tagging
   for Business

   InfoCloud Solutions, Inc. - 2009
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. - 2009
Taxonomy vs. Folksonomy
  Business                                  Employee




 Taxonomy               Object            Folksonomy


             InfoCloud Solutions, Inc. - 2009
Taxonomy & Folksonomy




    Taxonomy            Folksonomy
     InfoCloud Solutions, Inc. - 2009
70% of Folksonomy tag
terms not in Taxonomy
         J. Trant regarding Steve.museum




     InfoCloud Solutions, Inc. - 2009
Terms Around an Object
Taxonomy                                     Folksonomy
                                                 -   Ball (89)
 -   Ball                                        -   Circle (63)
 -   Sphere                                      -   Blue (23)
 -   Blue                                        -   Orb (11)
 -   #A6437                                      -   Sphere (6)
                                                 -   Gradient (3)
                                                 -   ToBuy (3)
                                                 -   Darkblue (2)
                                                 -   Round (2)
                                                 -   … 26 more

              InfoCloud Solutions, Inc. - 2009
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. - 2009
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. - 2009
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. - 2009
Adjust Expectations
Search & Tag Ecosystem
              Find



   Search




            Tag
When found, people
hold onto objects by
      tagging
tags from own
perspective & context




 InfoCloud Solutions, Inc. - 2008
Search improved w/ extended vocabulary




           InfoCloud Solutions, Inc. - 2009
Search improved with
more pointers to the
        object

    InfoCloud Solutions, Inc. - 2009
Takes as few as 1 or 2
people tagging to make a
       difference
      InfoCloud Solutions, Inc. - 2009
Much more than a tagcloud




       InfoCloud Solutions, Inc. - 2009
Overview of social
 bookmarking &
  folksonomy
   InfoCloud Solutions, Inc. - 2009
2 Common Statements


    InfoCloud Solutions, Inc. - 2009
Not enough people are
       using it
OMG! Pull the plug we
have way too much info!
Solutions to comments


     InfoCloud Solutions, Inc. - 2009
Semi-structure
information to
  structured
 InfoCloud Solutions, Inc. - 2009
Facets


InfoCloud Solutions, Inc. - 2009
Filtering


InfoCloud Solutions, Inc. - 2009
Social search


InfoCloud Solutions, Inc. - 2009
Retrieval


InfoCloud Solutions, Inc. - 2009
Discovery


InfoCloud Solutions, Inc. - 2009
Social augmented search


     InfoCloud Solutions, Inc. - 2009
Tool overview


InfoCloud Solutions, Inc. - 2009
IBM/Lotus Dogear




  InfoCloud Solutions, Inc. - 2009
IBM/Lotus Dogear




  InfoCloud Solutions, Inc. - 2009
IBM/Lotus Dogear
❖ Advantages
 ❖ Part of full social software solution or can
   be stand alone
 ❖ Integrated tagging across Lotus
   Connections applications
 ❖ Easily ties in to LDAP/ActiveDirectory
❖ Disadvantages
 ❖ Tagging is does not provide multi-word tag
   terms (Las Vegas is LasVegas, etc.)

          InfoCloud Solutions, Inc. - 2009
Connectbeam




InfoCloud Solutions, Inc. - 2009
Next Generation Search: Social Bookmarking and Tagging
Connectbeam

❖ Advantages
 ❖ Full integration with enterprise intranet
   search (Google, Fast, etc.)
 ❖ Ties into LDAP/Active Directory
 ❖ Plug-in to SharePoint
❖ Disadvantages
 ❖ No facets



          InfoCloud Solutions, Inc. - 2009
Knowledge Plaza




  InfoCloud Solutions, Inc. - 2009
Knowledge Plaza




  InfoCloud Solutions, Inc. - 2009
InfoCloud Solutions, Inc. - 2008
Knowledge Plaza

❖ Advantages
 ❖ Facets
 ❖ Search through group member’s eyes
 ❖ Package results and easily share
❖ Disadvantages
 ❖ Not easily integrated into enterprise
   intranet search


          InfoCloud Solutions, Inc. - 2009
Open Source




InfoCloud Solutions, Inc. - 2009
Thank You!


InfoCloud Solutions, Inc. - 2009
URL: http://infocloudsolutions.com
E-mail: thomas@infocloudsolutions.com
E-mail: thomas@vanderwal.net
AIM: vanderwal
Skype: tjvanderwal
Twitter: @vanderwal
              InfoCloud Solutions, Inc. - 2009
1 of 88

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Next Generation Search: Social Bookmarking and Tagging