Tagging That Works - O'Reilly Web 2.0 Expo

InfoCloud Solutions, Inc. - 2007

Tagging That WorksThomas Vander Wal

Presented to: Web 2.0 ExpoSan Francisco, California :: 16 April 2007

What Is A Tag?

What’s A Tag?

Wutzatag?

Tagging: Definition

❖ Simple data/metadata externally applied to an object

❖ Used for sorting

❖ A hook for aggregating

❖ Provides identifier and/or description

❖ Personal markers

History of Tagging

The “F” Word

Folksonomy

❖ 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

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.

“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

Every person is an expert in their own vocabulary (tags)

Every Tag is Sacred

Object Identity

Metadata

Interest

VocabularyDefinition

Folksonomy Triad

Object Identity

Metadata

Definition

Vocabulary

Terminology

Interest

Culture

Community

Dual Folksonomy Triad

Finding More Objects

Metadata

Object 1 Identity Object 2

Folksonomyvs.

Taxonomy

Taxonomy Folksonomy

Business Customer

Product

Taxonomy vs. Folksonomy

Taxonomy Folksonomy

Taxonomy & Folksonomy

The Value of Tagging for Business

Business Tensions

Naming control People’s vocabulary

In-house Outside service

$$$ w/ value $ w/ unknown value

Consistent Emergent

Sample groups Every perspective

❖ 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

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

Understanding Scaling

Cold-Start Problem & Beyond

Scaling and FunctionalityPe

Times Object is Tagged

A - Personal Use

B - SerendipityC C - Social Tagging

Powerful

D - Mature System

Phases of Interaction❖ Saving and tagging ❖ Refinding ❖ Clicking, pivoting, exploring ❖ Searching

❖ One’s own tags❖ Other’s tags

❖ Group❖ Everybody

❖ Group Social Interaction

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

So, Who Tags?

As much as 28% of Americans have tagged

Pew Internet Life Project: Report on Tagginghttp://www.pewinternet.org/PPF/r/201/report_display.asp

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

Why do 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

Reasons People Tag

Spheres of Sociality

Collective

Selective

Personal

Social Context

Personal - Social -❖ Capture ❖ Share

❖ Hook/Copy ❖ Point

❖ Annotate ❖ Collaborate

❖ Refind ❖ Filter

❖ Privacy ❖ Trusted Groups

Shape of Tags

Where Do People Tag?

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

Tag Venues

Wherever there is a digital object or marker

People Using Tag Services

❖ Tagging❖ Descriptions❖ Feeds❖ Interface❖ Additional offerings

❖ Groups❖ Favorites❖ Rating❖ Search❖ Save page

Tag Services Offer

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

Interaction❖ Privacy

❖ Open to all

❖ Open to community

❖ Personal only

❖ Selective sharing

❖ By object tagged

❖ All posts to a Group

❖ Community tags

❖ Send to

Scanning

Sociality

Collective

Selective

Personal

Filtering

Clustering

Tag Combinations

Algorithms

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