Bottom Up Tagging
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Transcript of Bottom Up Tagging
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InfoCloud Solutions, Inc. - 2007
Bottom-up All The Way Down: How Tags Help Businesses Organize
Thomas Vander WalPresented to: Enterprise 2.0
Boston, Massachusetts :: 21 June 2007
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InfoCloud Solutions, Inc. - 2007
What Is A Tag?
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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
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History of Tagging
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InfoCloud Solutions, Inc. - 2007
The “F” Word
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InfoCloud Solutions, Inc. - 2007
Folksonomy
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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
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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.
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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
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InfoCloud Solutions, Inc. - 2007
Every person is an expert in their own vocabulary (tags)
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InfoCloud Solutions, Inc. - 2007
Every Tag is Sacred
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InfoCloud Solutions, Inc. - 2007
Object Identity
Metadata
Interest
VocabularyDefinition
Folksonomy Triad
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InfoCloud Solutions, Inc. - 2007
Object Identity
Metadata
Definition
Vocabulary
Terminology
Interest
Culture
Community
Dual Folksonomy Triad
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InfoCloud Solutions, Inc. - 2007
Finding More Objects
Metadata
Object 1 Identity Object 2
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InfoCloud Solutions, Inc. - 2007
Folksonomyvs.
Taxonomy
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InfoCloud Solutions, Inc. - 2007
Taxonomy Folksonomy
Business Customer
Product
Taxonomy vs. Folksonomy
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InfoCloud Solutions, Inc. - 2007
Taxonomy Folksonomy
Taxonomy & Folksonomy
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InfoCloud Solutions, Inc. - 2007
70% of Folksonomy tag terms not in Taxonomy
J. Trant regarding Steve.museum
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InfoCloud Solutions, Inc. - 2007
The Value of Tagging for Business
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InfoCloud Solutions, Inc. - 2007
Business Tensions
Naming control People’s vocabulary
In-house Outside service
$$$ w/ value $ w/ unknown value
Consistent Emergent
Sample groups Every perspective
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InfoCloud Solutions, Inc. - 2007
Inside, Outside, Through
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InfoCloud Solutions, Inc. - 2007
Organizations & Tagging
❖ Intranet
❖ B2B
❖ Customers (organization hosted tool)
❖ External Services
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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
❖ Monitor and analyze existing services
Business Gains: Internet
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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
❖ Eases networking
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InfoCloud Solutions, Inc. - 2007
Efficiency
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InfoCloud Solutions, Inc. - 2007
Analysis & Monitoring Tools
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InfoCloud Solutions, Inc. - 2007
Tools Needed ❖ Monitoring
❖ Use❖ Inbound & Outbound ❖ Spam❖ External tagging systems
❖ Analysis❖ System usage patterns❖ Term use
❖ Synonyms❖ Identify people “near in thought”❖ Order & structure
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InfoCloud Solutions, Inc. - 2007
Understanding Scaling
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InfoCloud Solutions, Inc. - 2007
Cold-Start Problem & Beyond
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InfoCloud Solutions, Inc. - 2007
Scaling and FunctionalityPe
ople
Tag
ging
Times Object is Tagged
A
A - Personal Use
B
B - SerendipityC C - Social Tagging
Mature
D
D - Complex SocialSystem
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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
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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
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InfoCloud Solutions, Inc. - 2007
So, Who Tags?
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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
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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
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InfoCloud Solutions, Inc. - 2007
Why do People Tag?
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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
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InfoCloud Solutions, Inc. - 2007
Spheres of Sociality
Mob
Collective
Selective
Personal
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InfoCloud Solutions, Inc. - 2007
Social Context
Personal - Social -❖ Capture ❖ Share
❖ Hook/Copy ❖ Point
❖ Annotate ❖ Collaborate
❖ Refind ❖ Filter
❖ Privacy ❖ Trusted Groups
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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
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InfoCloud Solutions, Inc. - 2007
Tools for People Tagging
❖ Retrieval
❖ Search
❖ Identify, Build, & use a network of similar taggers
❖ Filter
❖ Follow
❖ Disambiguation
❖ Networking
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InfoCloud Solutions, Inc. - 2007
Where Do People Tag?
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InfoCloud Solutions, Inc. - 2007
Tag Venues
❖ Social Bookmarking del.icio.us, clipmarks, Ma.gnolia
❖ Media Flickr, Dabble, LastFM, Viddler
❖ Shopping Amazon
❖ Geo-Location Platial, Socialite
❖ Museums Steve.museum, Powerhouse
❖ Intranet ConnectBeam, IBM Dogear, Scuttle
❖ Dating Consumating
❖ OS (files) Mac OSX Tiger & Microsoft Vista
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InfoCloud Solutions, Inc. - 2007
Tag Venues
Wherever there is a digital object or marker
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InfoCloud Solutions, Inc. - 2007
People Using Tag Services
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InfoCloud Solutions, Inc. - 2007
Scanning
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InfoCloud Solutions, Inc. - 2007
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InfoCloud Solutions, Inc. - 2007
Sociality
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InfoCloud Solutions, Inc. - 2007
Collective
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InfoCloud Solutions, Inc. - 2007
Selective
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InfoCloud Solutions, Inc. - 2007
Personal
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InfoCloud Solutions, Inc. - 2007
Filtering
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InfoCloud Solutions, Inc. - 2007
Clustering
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InfoCloud Solutions, Inc. - 2007
Tag Combinations
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InfoCloud Solutions, Inc. - 2007
Algorithms
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InfoCloud Solutions, Inc. - 2007
TagCloud
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InfoCloud Solutions, Inc. - 2007
TagClouds Best on Granular Items
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InfoCloud Solutions, Inc. - 2007
Easy Tagging
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InfoCloud Solutions, Inc. - 2007
Tag Yes/No
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InfoCloud Solutions, Inc. - 2007
What Is Going On?
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InfoCloud Solutions, Inc. - 2007
Improvements
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InfoCloud Solutions, Inc. - 2007
Value of Taggingfor Non-taggers
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InfoCloud Solutions, Inc. - 2007
Volatility of Tagged Object
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InfoCloud Solutions, Inc. - 2007
Tethering Needed
❖ When object is updated
❖ Corrected/Edited
❖ New Content
❖ Removed
❖ Similar items
❖ Archive access
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InfoCloud Solutions, Inc. - 2007
Granular Social Network
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InfoCloud Solutions, Inc. - 2007
Interoperability
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InfoCloud Solutions, Inc. - 2007
URL: http://infocloudsolutions.comE-mail: [email protected]: [email protected]: vanderwal