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Tagging That WorksThomas Vander Wal
Presented to: Web 2.0 ExpoSan Francisco, California :: 16 April 2007
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What Is A Tag?
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Whats A Tag?
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Wutzatag?
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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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The F Word
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Folksonomy
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Folksonomy is the result of personal freetagging of pages and objects for one's ownretrieval
The tagging is usuallydone in a socialenvironment (shared and open to others)
The act of tagging is done by the personconsuming the information
Folksonomy: Definition
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The value in this external tagging is derived
from people using theirown vocabulary
and adding explicit meaning, which maycome from inferred understanding of the
information/object.
Folksonomy: Value
The value in this external tagging is derived
from people using theirown vocabulary
and adding explicit meaning
People are not so much categorizing, as
providing a means to connect items(placing hooks) to provide theirmeaning in
theirown understanding.
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The beauty of tagging is that it tapsinto an existing cognitive process without
adding much cognitive cost
Rashmi Sinhahttp://www.rashmisinha.com/archives/05_09/tagging-cognitive.html
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Every person is anexpert in their ownvocabulary (tags)
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Every Tag is Sacred
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Object Identity
Metadata
Interest
VocabularyDefinition
Folksonomy Triad
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Object Identity
Metadata
Definition
Vocabulary
Terminology
Interest
Culture
Community
Dual Folksonomy Triad
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Finding More Objects
Metadata
Object 1 Identity Object 2
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Folksonomyvs.
Taxonomy
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Taxonomy Folksonomy
Business Customer
Product
Taxonomy vs. Folksonomy
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Taxonomy Folksonomy
Taxonomy & Folksonomy
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The Value of Tagging
for Business
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Business Tensions
Naming control Peoples vocabulary
In-house Outside service
$$$ w/ value $ w/ unknown value
Consistent Emergent
Sample groups Every perspective
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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
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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
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Understanding Scaling
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Cold-Start Problem
& Beyond
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Scaling and Functionality
Peop
leTagging
TimesObjectis Tagged
A
A - Personal Use
B
B - Serendipity
C C - Social TaggingPowerful
D
D - Mature System
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Phases of Interaction
Saving and tagging
Refinding
Clicking, pivoting, exploring
Searching
Ones own tags
Others tags
Group Everybody
Group Social Interaction
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Personal to Social
Personal SerendipitySocial
PowerfulMature
Save & Tag
X X X XRefind X X X X
Pivot & Explore X X X
Search X X
Group Interaction - X
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So, Who Tags?
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As much as 28% of
Americans have taggedPew Internet Life Project: Report on Tagginghttp://www.pewinternet.org/PPF/r/201/report_display.asp
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Daily 7% of people on
the Web in the U.S. tagPew Internet Life Project: Report on Tagginghttp://www.pewinternet.org/PPF/r/201/report_display.asp
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Why do People Tag?
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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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Spheres of Sociality
Mob
Collective
Selective
Personal
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Social Context
Personal - Social -
Capture Share Hook/Copy Point
Annotate Collaborate
Refind Filter Privacy Trusted Groups
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Shape of Tags
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Where Do People Tag?
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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
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Tag Venues
Wherever there is a
digital object or marker
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People Using
Tag Services
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Tagging
Descriptions
Feeds
Interface Additional offerings
Groups
Favorites
Rating
Search
Save page
Tag Services Offer
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Interaction
Tags
Delimited combinations
Comma
Text box per tag term Space
Quotes for compound words
Suggested tags
From own tags From others tags
Automated from object content
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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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Sociality
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Collective
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Selective
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Personal
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Filtering
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Clustering
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Tag Combinations
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Algorithms
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TagCloud
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TagClouds Best on
Granular Items
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Shopping
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Amazon
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Art of the Pivot
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Latest Activity
Reviews
Listmania!
Amazon Friends
Tags used
Products tagged
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Easy Tagging
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Tag Yes/No
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What Is Going On?
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Improvements
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Value of Tagging
for Non-taggers
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Volatility of
Tagged Object
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Tethering Needed
When object is updated
Corrected/Edited New Content
Removed
Similar items Archive access
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Granular Social
Network
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Interoperability
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Tag Commons
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URL: http://infocloudsolutions.com
E-mail: [email protected]: [email protected]
AIM: vanderwal