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From Tagging to Folksonomy:
Going Beyond “Bookmark This”
                 Thomas Vander Wal
Presented to: Association of Alternative Newsweeklies
      San Francisco, CA, USA :: 31 January 2008
What Is A Tag?


 InfoCloud Solutions, Inc. - 2008
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. - 2008
History of Tagging
The “F” Word


InfoCloud Solutions, Inc. - 2008
Folksonomy


InfoCloud Solutions, Inc. - 2008
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. - 2008
Folksonomy: Value

The value in this external tagging is derived
from people using their own vocabulary and
adding explicit meaning which may come from
                meaning,
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. - 2008
“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. - 2008
Every person is an
           expert in their own
            vocabulary (tags)


InfoCloud Solutions, Inc. - 2008
Every Tag is Sacred




   InfoCloud Solutions, Inc. - 2008
Folksonomy Triad
Object                                      Identity
                      Interest




                      Definition
                                             Vocabulary




                                            Metadata

         InfoCloud Solutions, Inc. - 2008
Dual Folksonomy Triad
   Object               Interest               Identity




Culture                                         Vocabulary


                      Definition



                      Terminology
Community                                      Metadata

            InfoCloud Solutions, Inc. - 2008
Finding More Objects
Object 1                Identity              Object 2




                       Metadata

           InfoCloud Solutions, Inc. - 2008
Folksonomy
     vs.
 Taxonomy
InfoCloud Solutions, Inc. - 2008
Taxonomy vs. Folksonomy
  Business                                      Reader




 Taxonomy               Article           Folksonomy


             InfoCloud Solutions, Inc. - 2008
Taxonomy & Folksonomy




    Taxonomy            Folksonomy
     InfoCloud Solutions, Inc. - 2008
70% of Folksonomy tag
terms not in Taxonomy
         J. Trant regarding Steve.museum




     InfoCloud Solutions, Inc. - 2008
Terms Around an Object

Taxonomy                                       Folksonomy
                                               -   Ball (89)
 -   Ball                                      -   Circle (63)
 -   Sphere                                    -   Blue (23)
 -   Blue                                      -   Orb (11)
                                               -   Sphere (6)
 -   #A6437
                                               -   Gradient (3)
                                               -   ToBuy (3)
                                               -   Darkblue (2)
                                               -   Round (2)
                                               -   … 26 more

              InfoCloud Solutions, Inc. 2008
Part #A6473 Terms
                          Distribution of Terms
 Validate                            A6473
taxonomy    90.0


or add to
taxonomy                                   Value in
                   Interest
                                         Synonyms &
            67.5   & watch
                                         Unique views

            45.0




            22.5




              0




                       InfoCloud Solutions, Inc. 2008
Part #A6473 Terms
                            Distribution of Terms
                    Azure
 Validate                            A6473
taxonomy    90.0


or add to
taxonomy           Interest
            67.5   & watch


            45.0




            22.5




              0




                       InfoCloud Solutions, Inc. 2008
So, Who Tags?


InfoCloud Solutions, Inc. - 2008
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. - 2008
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. - 2008
Daily 10% of people on
the Web in the U.S. tag
               Forrester Research 2007




     InfoCloud Solutions, Inc. - 2008
Why do People Tag?


   InfoCloud Solutions, Inc. - 2008
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. - 2008
Spheres of Sociality
                                      Mob
                                      Collective
                                      Selective
                                      Personal




   InfoCloud Solutions, Inc. - 2008
Tools for Tagging Services
 ❖ Tagging
 ❖ Retrieval
 ❖ Search
 ❖ Identify, assemble, & use a network of similar
   taggers
  ❖ Filter
  ❖ Follow
 ❖ Disambiguation
 ❖ Networking

            InfoCloud Solutions, Inc. - 2008
Where Do People Tag?




    InfoCloud Solutions, Inc. - 2008
Tag Venues
❖   Social Bookmarking del.icio.us, clipmarks, Ma.gnolia
❖   Media                  Flickr, Dabble, LastFM, Viddler
❖   Shopping               Amazon (US), Buzzillion
❖   Geo-Location           Platial, Socialite
❖   News                   New York Times
❖   Intranet               ConnectBeam, IBM Dogear, Cogenz
❖   Dating                 Consumating
❖   OS (files)              Mac OSX Tiger & Microsoft Vista
                   InfoCloud Solutions, Inc. - 2008
Tag Venues


  Wherever there is a
digital object or marker

      InfoCloud Solutions, Inc. - 2008
Spock - Tagging People




     InfoCloud Solutions, Inc. - 2008
TagCloud


InfoCloud Solutions, Inc. - 2008
TagClouds Best on
  Granular Items

   InfoCloud Solutions, Inc. - 2008
The Value of Tagging
   for Business

   InfoCloud Solutions, Inc. - 2008
In-house
 Tagging
In-house Uses
❖   Annotate research
    ❖   Ease refindability
    ❖   Access from various devices
❖   Find other’s research
❖   Eases networking & collaboration
❖   Put contacts in context
❖   Cost effective means of building taxonomy

              InfoCloud Solutions, Inc. - 2008
Reader
Tagging
Ease of Sharing
Monitoring
 Reader’s
Annotations
Business Gains: Internet

❖   Improved understanding of readers

❖   Current terminology (all of it)

❖   Identify market segmentations

❖   Connect to readers with language & taste

❖   Monitor and analyze existing services

            InfoCloud Solutions, Inc. - 2008
Considerations

❖   What services do your readers use?

❖   In-service tagging w/ export to services

❖   Monitoring

❖   Use for reader driven aggregation



            InfoCloud Solutions, Inc. - 2008
You Say, We Say
 - Moritz Stefaner




   http://well-formed-data.net/thesis/
Thank You!


InfoCloud Solutions, Inc. - 2008
URL: http://infocloudsolutions.com
E-mail: thomas@infocloudsolutions.com
E-mail: thomas@vanderwal.net
AIM: vanderwal
Skype: tjvanderwal
             InfoCloud Solutions, Inc. - 2008

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Tagging to Folksonomy

  • 1. From Tagging to Folksonomy: Going Beyond “Bookmark This” Thomas Vander Wal Presented to: Association of Alternative Newsweeklies San Francisco, CA, USA :: 31 January 2008
  • 2. What Is A Tag? InfoCloud Solutions, Inc. - 2008
  • 3. 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. - 2008
  • 5.
  • 6.
  • 7.
  • 8.
  • 9. The “F” Word InfoCloud Solutions, Inc. - 2008
  • 11. 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. - 2008
  • 12. Folksonomy: Value The value in this external tagging is derived from people using their own vocabulary and adding explicit meaning which may come from meaning, 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. - 2008
  • 13. “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. - 2008
  • 14. Every person is an expert in their own vocabulary (tags) InfoCloud Solutions, Inc. - 2008
  • 15. Every Tag is Sacred InfoCloud Solutions, Inc. - 2008
  • 16. Folksonomy Triad Object Identity Interest Definition Vocabulary Metadata InfoCloud Solutions, Inc. - 2008
  • 17. Dual Folksonomy Triad Object Interest Identity Culture Vocabulary Definition Terminology Community Metadata InfoCloud Solutions, Inc. - 2008
  • 18. Finding More Objects Object 1 Identity Object 2 Metadata InfoCloud Solutions, Inc. - 2008
  • 19. Folksonomy vs. Taxonomy InfoCloud Solutions, Inc. - 2008
  • 20.
  • 21. Taxonomy vs. Folksonomy Business Reader Taxonomy Article Folksonomy InfoCloud Solutions, Inc. - 2008
  • 22. Taxonomy & Folksonomy Taxonomy Folksonomy InfoCloud Solutions, Inc. - 2008
  • 23. 70% of Folksonomy tag terms not in Taxonomy J. Trant regarding Steve.museum InfoCloud Solutions, Inc. - 2008
  • 24. Terms Around an Object Taxonomy Folksonomy - Ball (89) - Ball - Circle (63) - Sphere - Blue (23) - Blue - Orb (11) - Sphere (6) - #A6437 - Gradient (3) - ToBuy (3) - Darkblue (2) - Round (2) - … 26 more InfoCloud Solutions, Inc. 2008
  • 25. Part #A6473 Terms Distribution of Terms Validate A6473 taxonomy 90.0 or add to taxonomy Value in Interest Synonyms & 67.5 & watch Unique views 45.0 22.5 0 InfoCloud Solutions, Inc. 2008
  • 26. Part #A6473 Terms Distribution of Terms Azure Validate A6473 taxonomy 90.0 or add to taxonomy Interest 67.5 & watch 45.0 22.5 0 InfoCloud Solutions, Inc. 2008
  • 27. So, Who Tags? InfoCloud Solutions, Inc. - 2008
  • 28. 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. - 2008
  • 29. 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. - 2008
  • 30. Daily 10% of people on the Web in the U.S. tag Forrester Research 2007 InfoCloud Solutions, Inc. - 2008
  • 31. Why do People Tag? InfoCloud Solutions, Inc. - 2008
  • 32. 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. - 2008
  • 33. Spheres of Sociality Mob Collective Selective Personal InfoCloud Solutions, Inc. - 2008
  • 34. Tools for Tagging Services ❖ Tagging ❖ Retrieval ❖ Search ❖ Identify, assemble, & use a network of similar taggers ❖ Filter ❖ Follow ❖ Disambiguation ❖ Networking InfoCloud Solutions, Inc. - 2008
  • 35. Where Do People Tag? InfoCloud Solutions, Inc. - 2008
  • 36. Tag Venues ❖ Social Bookmarking del.icio.us, clipmarks, Ma.gnolia ❖ Media Flickr, Dabble, LastFM, Viddler ❖ Shopping Amazon (US), Buzzillion ❖ Geo-Location Platial, Socialite ❖ News New York Times ❖ Intranet ConnectBeam, IBM Dogear, Cogenz ❖ Dating Consumating ❖ OS (files) Mac OSX Tiger & Microsoft Vista InfoCloud Solutions, Inc. - 2008
  • 37. Tag Venues Wherever there is a digital object or marker InfoCloud Solutions, Inc. - 2008
  • 38.
  • 39. Spock - Tagging People InfoCloud Solutions, Inc. - 2008
  • 41.
  • 42. TagClouds Best on Granular Items InfoCloud Solutions, Inc. - 2008
  • 43.
  • 44. The Value of Tagging for Business InfoCloud Solutions, Inc. - 2008
  • 46. In-house Uses ❖ Annotate research ❖ Ease refindability ❖ Access from various devices ❖ Find other’s research ❖ Eases networking & collaboration ❖ Put contacts in context ❖ Cost effective means of building taxonomy InfoCloud Solutions, Inc. - 2008
  • 49.
  • 50.
  • 51.
  • 52.
  • 53.
  • 55. Business Gains: Internet ❖ Improved understanding of readers ❖ Current terminology (all of it) ❖ Identify market segmentations ❖ Connect to readers with language & taste ❖ Monitor and analyze existing services InfoCloud Solutions, Inc. - 2008
  • 56. Considerations ❖ What services do your readers use? ❖ In-service tagging w/ export to services ❖ Monitoring ❖ Use for reader driven aggregation InfoCloud Solutions, Inc. - 2008
  • 57. You Say, We Say - Moritz Stefaner http://well-formed-data.net/thesis/
  • 59. URL: http://infocloudsolutions.com E-mail: thomas@infocloudsolutions.com E-mail: thomas@vanderwal.net AIM: vanderwal Skype: tjvanderwal InfoCloud Solutions, Inc. - 2008