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InfoCloud Solutions, Inc. - 2007
Tagging That WorksThomas Vander Wal
Presented to: Web 2.0 ExpoSan Francisco, California :: 16 April 2007
InfoCloud Solutions, Inc. - 2007
What Is A Tag?
InfoCloud Solutions, Inc. - 2007
What’s A Tag?
InfoCloud Solutions, Inc. - 2007
Wutzatag?
InfoCloud Solutions, Inc. - 2007
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
History of Tagging
InfoCloud Solutions, Inc. - 2007
The “F” Word
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Folksonomy
InfoCloud Solutions, Inc. - 2007
❖ 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
Folksonomy: Definition
InfoCloud Solutions, Inc. - 2007
The value in this external tagging is derived from people using their own vocabulary and adding explicit meaning, which may come from inferred understanding of the information/object.
Folksonomy: Value
The value in this external tagging is derived from people using their own vocabulary and adding explicit meaning
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. - 2006
“The beauty of tagging is that it taps into an existing cognitive process without
adding much cognitive cost”
Rashmi Sinhahttp://www.rashmisinha.com/archives/05_09/tagging-cognitive.html
InfoCloud Solutions, Inc. - 2007
Every person is an expert in their own vocabulary (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
InfoCloud Solutions, Inc. - 2007
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 People’s vocabulary
In-house Outside service
$$$ w/ value $ w/ unknown value
Consistent Emergent
Sample groups Every perspective
InfoCloud Solutions, Inc. - 2007
❖ 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
InfoCloud Solutions, Inc. - 2007
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
InfoCloud Solutions, Inc. - 2007
Understanding Scaling
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Cold-Start Problem & Beyond
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Scaling and FunctionalityPe
ople
Tag
ging
Times Object is Tagged
A
A - Personal Use
B
B - SerendipityC C - Social Tagging
Powerful
D
D - Mature System
InfoCloud Solutions, Inc. - 2007
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
Personal to Social
Personal Serendipity Social Powerful
Mature
Save & Tag X X X X
Refind X X X X
Pivot & Explore X X X
Search X X
Group Interaction - X
InfoCloud Solutions, Inc. - 2007
So, Who Tags?
InfoCloud Solutions, Inc. - 2007
As much as 28% of Americans have tagged
Pew Internet Life Project: Report on Tagginghttp://www.pewinternet.org/PPF/r/201/report_display.asp
InfoCloud Solutions, Inc. - 2007
Daily 7% of people on the Web in the U.S. tag
Pew Internet Life Project: Report on Tagginghttp://www.pewinternet.org/PPF/r/201/report_display.asp
InfoCloud Solutions, Inc. - 2007
Why do People Tag?
InfoCloud Solutions, Inc. - 2007
❖ 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
InfoCloud Solutions, Inc. - 2007
Spheres of Sociality
Mob
Collective
Selective
Personal
InfoCloud Solutions, Inc. - 2007
Social Context
Personal - Social -❖ Capture ❖ Share
❖ Hook/Copy ❖ Point
❖ Annotate ❖ Collaborate
❖ Refind ❖ Filter
❖ Privacy ❖ Trusted Groups
InfoCloud Solutions, Inc. - 2007
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
InfoCloud Solutions, Inc. - 2007
Tag Venues
Wherever there is a digital object or marker
InfoCloud Solutions, Inc. - 2007
People Using Tag Services
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❖ Tagging❖ Descriptions❖ Feeds❖ Interface❖ Additional offerings
❖ Groups❖ Favorites❖ Rating❖ Search❖ Save page
Tag Services Offer
InfoCloud Solutions, Inc. - 2007
Interaction
❖ Tags❖ Delimited combinations
❖ Comma❖ Text box per tag term❖ Space❖ Quotes for compound words
❖ Suggested tags❖ From own tags❖ From other’s tags❖ Automated from object content
InfoCloud Solutions, Inc. - 2007
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
Scanning
InfoCloud Solutions, Inc. - 2007
InfoCloud Solutions, Inc. - 2007
Sociality
InfoCloud Solutions, Inc. - 2007
Collective
InfoCloud Solutions, Inc. - 2007
Selective
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Personal
InfoCloud Solutions, Inc. - 2007
Filtering
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Clustering
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Tag Combinations
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Algorithms
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TagCloud
InfoCloud Solutions, Inc. - 2007
TagClouds Best on Granular Items
InfoCloud Solutions, Inc. - 2007
Shopping
InfoCloud Solutions, Inc. - 2007
Amazon
InfoCloud Solutions, Inc. - 2007
Art of the Pivot
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 Taggingfor 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
InfoCloud Solutions, Inc. - 2007
Granular Social Network
InfoCloud Solutions, Inc. - 2007
Interoperability
InfoCloud Solutions, Inc. - 2007
Tag Commons
InfoCloud Solutions, Inc. - 2007
URL: http://infocloudsolutions.comE-mail: [email protected]: [email protected]: vanderwal