Tagging That Works - O&rsquo;Reilly Web 2.0 Expo

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Slide 1: Tagging That Works Thomas Vander Wal Presented to: Web 2.0 Expo San Francisco, California :: 16 April 2007 InfoCloud Solutions, Inc. - 2007 Slide 2: What Is A Tag? InfoCloud Solutions, Inc. - 2007 Slide 3: What’s A Tag? InfoCloud Solutions, Inc. - 2007 Slide 4: Wutzatag? InfoCloud Solutions, Inc. - 2007 Slide 5: 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 Slide 6: History of Tagging InfoCloud Solutions, Inc. - 2007 Slide 7: The “F” Word InfoCloud Solutions, Inc. - 2007 Slide 8: Folksonomy InfoCloud Solutions, Inc. - 2007 Slide 9: 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 Slide 10: 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 Slide 11: “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 Slide 12: Every person is an expert in their own vocabulary (tags) InfoCloud Solutions, Inc. - 2007 Slide 13: Every Tag is Sacred InfoCloud Solutions, Inc. - 2007 Slide 14: Folksonomy Triad Object Interest Identity Deﬁnition Vocabulary Metadata InfoCloud Solutions, Inc. - 2007 Slide 15: Dual Folksonomy Triad Object Interest Identity Culture Deﬁnition Vocabulary Community Terminology InfoCloud Solutions, Inc. - 2007 Metadata Slide 16: Finding More Objects Object 1 Identity Object 2 Metadata InfoCloud Solutions, Inc. - 2007 Slide 17: Folksonomy vs. Taxonomy InfoCloud Solutions, Inc. - 2007 Slide 18: Taxonomy vs. Folksonomy Business Customer Taxonomy Product Folksonomy InfoCloud Solutions, Inc. - 2007 Slide 19: Taxonomy & Folksonomy Taxonomy Folksonomy InfoCloud Solutions, Inc. - 2007 Slide 20: The Value of Tagging for Business InfoCloud Solutions, Inc. - 2007 Slide 21: Business Tensions Naming control Sample groups In-house $$$ w/ value Consistent People’s vocabulary Every perspective Outside service $ w/ unknown value Emergent InfoCloud Solutions, Inc. - 2007 Slide 22: 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 InfoCloud Solutions, Inc. - 2007 Slide 23: 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 Slide 24: Understanding Scaling InfoCloud Solutions, Inc. - 2007 Slide 25: Cold-Start Problem & Beyond InfoCloud Solutions, Inc. - 2007 Slide 26: Scaling and Functionality D C People Tagging A - Personal Use B - Serendipity C - Social Tagging Powerful D - Mature System B A Times Object is Tagged InfoCloud Solutions, Inc. - 2007 Slide 27: 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 Slide 28: Personal to Social Personal Serendipity Save & Tag Reﬁnd Pivot & Explore Search Group Interaction Social Powerful Mature X X X X X X X X X - X X X X X InfoCloud Solutions, Inc. - 2007 Slide 29: So, Who Tags? InfoCloud Solutions, Inc. - 2007 Slide 30: 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 Slide 31: 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 Slide 32: Why do People Tag? InfoCloud Solutions, Inc. - 2007 Slide 33: 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 Slide 34: Spheres of Sociality Mob Collective Selective Personal InfoCloud Solutions, Inc. - 2007 Slide 35: Social Context Personal ❖ ❖ ❖ ❖ ❖ Social ❖ ❖ ❖ ❖ ❖ Capture Hook/Copy Annotate Reﬁnd Privacy Share Point Collaborate Filter Trusted Groups InfoCloud Solutions, Inc. - 2007 Slide 36: Shape of Tags InfoCloud Solutions, Inc. - 2007 Slide 37: Where Do People Tag? InfoCloud Solutions, Inc. - 2007 Slide 38: Tag Venues ❖ ❖ ❖ ❖ ❖ ❖ ❖ ❖ Social Bookmarking del.icio.us, RawSugar, Ma.gnolia Media Shopping Geo-Location Museums Intranet Dating OS (ﬁles) Flickr, Dabble, LastFM,Viddler Amazon Platial, Socialite Steve.museum, Powerhouse IBM Dogear, Scuttle, ConnectBeam Consumating Mac OSX Tiger & Microsoft Vista InfoCloud Solutions, Inc. - 2007 Slide 39: Tag Venues Wherever there is a digital object or marker InfoCloud Solutions, Inc. - 2007 Slide 40: People Using Tag Services InfoCloud Solutions, Inc. - 2007 Slide 41: Tag Services Offer Tagging ❖ Descriptions ❖ Feeds ❖ Interface ❖ Additional offerings ❖ Groups ❖ Favorites ❖ Rating ❖ Search ❖ Save page ❖ InfoCloud Solutions, Inc. - 2007 Slide 42: 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 Slide 43: 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 Slide 44: Scanning InfoCloud Solutions, Inc. - 2007 Slide 46: InfoCloud Solutions, Inc. - 2007 Slide 47: Sociality InfoCloud Solutions, Inc. - 2007 Slide 48: Collective InfoCloud Solutions, Inc. - 2007 Slide 50: Selective InfoCloud Solutions, Inc. - 2007 Slide 53: Personal InfoCloud Solutions, Inc. - 2007 Slide 55: Filtering InfoCloud Solutions, Inc. - 2007 Slide 56: Clustering InfoCloud Solutions, Inc. - 2007 Slide 58: Tag Combinations InfoCloud Solutions, Inc. - 2007 Slide 61: Algorithms InfoCloud Solutions, Inc. - 2007 Slide 63: TagCloud InfoCloud Solutions, Inc. - 2007 Slide 66: TagClouds Best on Granular Items InfoCloud Solutions, Inc. - 2007 Slide 68: Shopping InfoCloud Solutions, Inc. - 2007 Slide 69: Amazon InfoCloud Solutions, Inc. - 2007 Slide 70: Art of the Pivot InfoCloud Solutions, Inc. - 2007 Slide 74: Latest Activity Reviews Listmania! Amazon Friends Tags used Products tagged Slide 75: Easy Tagging InfoCloud Solutions, Inc. - 2007 Slide 76: Tag Yes/No InfoCloud Solutions, Inc. - 2007 Slide 77: What Is Going On? InfoCloud Solutions, Inc. - 2007 Slide 81: Improvements InfoCloud Solutions, Inc. - 2007 Slide 82: Value of Tagging for Non-taggers InfoCloud Solutions, Inc. - 2007 Slide 83: Volatility of Tagged Object InfoCloud Solutions, Inc. - 2007 Slide 84: Tethering Needed ❖ When object is updated ❖ ❖ Corrected/Edited New Content Similar items Archive access InfoCloud Solutions, Inc. - 2007 ❖ Removed ❖ ❖ Slide 85: Granular Social Network InfoCloud Solutions, Inc. - 2007 Slide 86: Interoperability InfoCloud Solutions, Inc. - 2007 Slide 87: Tag Commons InfoCloud Solutions, Inc. - 2007 Slide 89: URL: http://infocloudsolutions.com E-mail: thomas@infocloudsolutions.com E-mail: thomas@vanderwal.net AIM: vanderwal InfoCloud Solutions, Inc. - 2007