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Bottom Up Tagging
1. Bottom-up All The Way Down:
How Tags Help Businesses Organize
Thomas Vander Wal
Presented to: Enterprise 2.0
Boston, Massachusetts :: 21 -June 2007
InfoCloud Solutions, Inc. 2007
2. What Is A Tag?
InfoCloud Solutions, Inc. - 2007
3. Tagging: DeïŹnition
Simple data/metadata externally applied to
â
an object
Used for sorting
â
A hook for aggregating
â
Provides identiïŹer and/or description
â
Personal markers
â
InfoCloud Solutions, Inc. - 2007
7. Folksonomy: DeïŹnition
â Folksonomy is the result of personal free
tagging of pages and objects for one's own
retrieval
â The tagging is usually done in a social
environment (shared and open to others)
â The act of tagging is done by the person
consuming the information
InfoCloud Solutions, Inc. - 2007
8. 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
9. âThe beauty of tagging is that it taps
into an existing cognitive process without
adding much cognitive costâ
Rashmi Sinha
http://www.rashmisinha.com/archives/05_09/tagging-cognitive.html
InfoCloud Solutions, Inc. - 2006
10. Every person is an
expert in their own
vocabulary (tags)
InfoCloud Solutions, Inc. - 2007
11. Every Tag is Sacred
InfoCloud Solutions, Inc. - 2007
18. 70% of Folksonomy tag
terms not in Taxonomy
J. Trant regarding Steve.museum
InfoCloud Solutions, Inc. - 2007
19. The Value of Tagging
for Business
InfoCloud Solutions, Inc. - 2007
20. Business Tensions
Naming control Peopleâs vocabulary
Sample groups Every perspective
In-house Outside service
$$$ w/ value $ w/ unknown value
Consistent Emergent
InfoCloud Solutions, Inc. - 2007
23. Business Gains: Internet
Improved understanding of customers
â
Current terminology (all of it)
â
Market segmentations
â
Target message to language, need & taste
â
Ability to easily follow the customer
â
Monitor and analyze existing services
â
InfoCloud Solutions, Inc. - 2007
24. Business Gains: Intranet
Improve reïŹndability
â
Understand context
â
Ease sharing of resources by perspective
â
Cost effective means of building taxonomy
â
Allow term use in and across silos
â
Eases networking
â
InfoCloud Solutions, Inc. - 2007
27. Tools Needed
Monitoring
â
â Use
â Inbound & Outbound
â Spam
â External tagging systems
â Analysis
â System usage patterns
â Term use
â Synonyms
â Identify people ânear in thoughtâ
â Order & structure
InfoCloud Solutions, Inc. - 2007
30. Scaling and Functionality
A - Personal Use
D
B - Serendipity
C C - Social Tagging
Mature
People Tagging
B D - Complex Social
System
A
Times Object is Tagged
InfoCloud Solutions, Inc. - 2007
31. Phases of Interaction
Saving and tagging
â
â ReïŹnding
â Clicking, pivoting, exploring
â Searching
â Oneâs own tags
â Otherâs tags
â Group
â Everybody
â Group Social Interaction
InfoCloud Solutions, Inc. - 2007
32. Personal to Social
Social
Personal Serendipity Mature
Powerful
X X X X
Save & Tag
X X X X
ReïŹnd
X X X
Pivot & Explore
X X
Search
- X
Group Interaction
InfoCloud Solutions, Inc. - 2007
34. 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
35. 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
37. Reasons People Tag
Their OWN use/value ïŹrst
â
â Add Perspective/Context
â Missing metadata
â Emergent Vocabulary
â Personal descriptors
â ReïŹndability
â Aggregation of information
â Task-based aggregation
â State Interest
â Sociality
InfoCloud Solutions, Inc. - 2007
38. Spheres of Sociality
Mob
Collective
Selective
Personal
InfoCloud Solutions, Inc. - 2007
39. Social Context
Personal - Social -
Capture Share
â â
Hook/Copy Point
â â
Annotate Collaborate
â â
ReïŹnd Filter
â â
Privacy Trusted Groups
â â
InfoCloud Solutions, Inc. - 2007
40. Interaction
Privacy
â
Open to all
â
Open to community
â
Personal only
â
Selective sharing
â
By object tagged
â
All posts to a Group
â
Community tags
â
Send to
â
InfoCloud Solutions, Inc. - 2007
41. Tools for People Tagging
Retrieval
â
Search
â
Identify, Build, & use a network of similar
â
taggers
Filter
â
Follow
â
Disambiguation
â
Networking
â
InfoCloud Solutions, Inc. - 2007
43. Tag Venues
Social Bookmarking del.icio.us, clipmarks, Ma.gnolia
â
Flickr, Dabble, LastFM,Viddler
Media
â
Amazon
Shopping
â
Platial, Socialite
Geo-Location
â
Steve.museum, Powerhouse
Museums
â
ConnectBeam, IBM Dogear, Scuttle
Intranet
â
Consumating
Dating
â
Mac OSX Tiger & Microsoft Vista
OS (ïŹles)
â
InfoCloud Solutions, Inc. - 2007
44. Tag Venues
Wherever there is a
digital object or marker
InfoCloud Solutions, Inc. - 2007