Web 2.0 Expo: Tagging That Works

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    InfoCloud Solutions, Inc. - 2007

    Tagging That WorksThomas Vander Wal

    Presented to: Web 2.0 ExpoSan Francisco, California :: 16 April 2007

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    What Is A Tag?

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    Whats A Tag?

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    Wutzatag?

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    Tagging: Definition

    Simple data/metadata externally applied to

    an object Used for sorting

    A hook for aggregating

    Provides identifier and/or description Personal markers

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    History of Tagging

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    The F Word

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    Folksonomy

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    Folksonomy is the result of personal freetagging of pages and objects for one's ownretrieval

    The tagging is usuallydone in a socialenvironment (shared and open to others)

    The act of tagging is done by the personconsuming the information

    Folksonomy: Definition

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    The value in this external tagging is derived

    from people using theirown vocabulary

    and adding explicit meaning, which maycome from inferred understanding of the

    information/object.

    Folksonomy: Value

    The value in this external tagging is derived

    from people using theirown vocabulary

    and adding explicit meaning

    People are not so much categorizing, as

    providing a means to connect items(placing hooks) to provide theirmeaning in

    theirown understanding.

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    The beauty of tagging is that it tapsinto an existing cognitive process without

    adding much cognitive cost

    Rashmi Sinhahttp://www.rashmisinha.com/archives/05_09/tagging-cognitive.html

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    Every person is anexpert in their ownvocabulary (tags)

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    Every Tag is Sacred

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    Object Identity

    Metadata

    Interest

    VocabularyDefinition

    Folksonomy Triad

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    Object Identity

    Metadata

    Definition

    Vocabulary

    Terminology

    Interest

    Culture

    Community

    Dual Folksonomy Triad

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    Finding More Objects

    Metadata

    Object 1 Identity Object 2

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    Folksonomyvs.

    Taxonomy

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    Taxonomy Folksonomy

    Business Customer

    Product

    Taxonomy vs. Folksonomy

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    Taxonomy Folksonomy

    Taxonomy & Folksonomy

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    The Value of Tagging

    for Business

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    Business Tensions

    Naming control Peoples vocabulary

    In-house Outside service

    $$$ w/ value $ w/ unknown value

    Consistent Emergent

    Sample groups Every perspective

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    Improved understanding of customers

    Current terminology (all of it)

    Market segmentations

    Target message to language, need & taste

    Ability to easily follow the customer

    Business Gains: Internet

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    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

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    Understanding Scaling

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    Cold-Start Problem

    & Beyond

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    Scaling and Functionality

    Peop

    leTagging

    TimesObjectis Tagged

    A

    A - Personal Use

    B

    B - Serendipity

    C C - Social TaggingPowerful

    D

    D - Mature System

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    Phases of Interaction

    Saving and tagging

    Refinding

    Clicking, pivoting, exploring

    Searching

    Ones own tags

    Others tags

    Group Everybody

    Group Social Interaction

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    Personal to Social

    Personal SerendipitySocial

    PowerfulMature

    Save & Tag

    X X X XRefind X X X X

    Pivot & Explore X X X

    Search X X

    Group Interaction - X

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    So, Who Tags?

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    As much as 28% of

    Americans have taggedPew Internet Life Project: Report on Tagginghttp://www.pewinternet.org/PPF/r/201/report_display.asp

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    Daily 7% of people on

    the Web in the U.S. tagPew Internet Life Project: Report on Tagginghttp://www.pewinternet.org/PPF/r/201/report_display.asp

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    Why do People Tag?

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    Their OWN use/value first

    Add Perspective/Context

    Missing metadata

    Emergent Vocabulary

    Personal descriptors

    Refindability

    Aggregation of information Task-based aggregation

    State Interest

    Sociality

    Reasons People Tag

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    Spheres of Sociality

    Mob

    Collective

    Selective

    Personal

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    Social Context

    Personal - Social -

    Capture Share Hook/Copy Point

    Annotate Collaborate

    Refind Filter Privacy Trusted Groups

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    Shape of Tags

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    Where Do People Tag?

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    Tag Venues

    Social Bookmarking del.icio.us, RawSugar, Ma.gnolia

    Media Flickr, Dabble, LastFM, Viddler

    Shopping Amazon Geo-Location Platial, Socialite

    Museums Steve.museum, Powerhouse

    Intranet IBM Dogear, Scuttle, ConnectBeam Dating Consumating

    OS (files) Mac OSX Tiger & Microsoft Vista

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    Tag Venues

    Wherever there is a

    digital object or marker

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    People Using

    Tag Services

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    Tagging

    Descriptions

    Feeds

    Interface Additional offerings

    Groups

    Favorites

    Rating

    Search

    Save page

    Tag Services Offer

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    Interaction

    Tags

    Delimited combinations

    Comma

    Text box per tag term Space

    Quotes for compound words

    Suggested tags

    From own tags From others tags

    Automated from object content

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    Interaction

    Privacy

    Open to all

    Open to community

    Personal only

    Selective sharing

    By object tagged

    All posts to a Group Community tags

    Send to

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    Sociality

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    Collective

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    Selective

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    Personal

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    Filtering

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    Clustering

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    Tag Combinations

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    Algorithms

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    TagCloud

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    TagClouds Best on

    Granular Items

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    Shopping

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    Amazon

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    Art of the Pivot

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    Latest Activity

    Reviews

    Listmania!

    Amazon Friends

    Tags used

    Products tagged

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    Easy Tagging

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    Tag Yes/No

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    What Is Going On?

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    Improvements

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    Value of Tagging

    for Non-taggers

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    Volatility of

    Tagged Object

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    Tethering Needed

    When object is updated

    Corrected/Edited New Content

    Removed

    Similar items Archive access

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    Granular Social

    Network

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    Interoperability

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    Tag Commons

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    URL: http://infocloudsolutions.com

    E-mail: [email protected]: [email protected]

    AIM: vanderwal