Part of the Dow Jones' InfoPro Alliance Webcast Series. Wiki on Folksonomies and Taxonomies in the Enterprise: http://dowjonesfolksonomy.pbwiki.com/ More information here: http://factiva.com/infopro/index.asp Presented by: Daniela Barbosa, Business Development Manager, Synaptica Summary: Results from a recent roundtable event on Folksonomies & Taxonomies were shared as well other research work that had been done focused on the topic. Topics discussed include: • What is the business value of a taxonomy/folksonomy and how can you deploy a solution that will grow with the organization? • What’s the impact of social networking tools on the enterprise? • Which governance tools can or should be applied? • How do you merge folksonomies and existing taxonomies – or should you? • Some best practices and common obstacles To listen to the Webcast please visit: http://w.on24.com/r.htm?e=99053&s=1&k=EF5C5961965A85A5CF52C5B4053B44C7 (Internet Explorer recommended for viewing)

1. © Copyright 2007 Dow Jones and Company, Inc.

2. Who am I?
Part of the Client Solutions Group within the Dow Jones
Enterprise Media Group based in San Francisco.
Work with large corporations in deploying information
strategies through various parts of the enterprise
An avid social media fan and producer on the topic of
information delivery in the enterprise, she continually
‘eats her own dog food’ by using social media tools and
processes to engage with customers and prospects.
Have a Masters of Library and Information Science
(MLIS) from the School of Information and Library
Science at Rutgers
Have been with Dow Jones since 1999.
- Daniela Barbosa
© Copyright 2008 Dow Jones and Company, Inc. 2

3. What will we cover in today’s Webinar?
Definitions- let’s all get on the same page
Overview of Recent Roundtable event
Who attended
What was discussed
What were some of the conclusions
What next?
Questions and Answers
Additional References – How can you
participate?
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4. Definitions
Enterprise
Enterprise Taxonomy
Tagging
Folksonomy
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5. Enterprise
The term ‘Enterprise’ has been adopted the
from the computer industry
An organization that uses computers.
Encompass corporations, small businesses,
non-profit institutions, government bodies, and
possibly other kinds of organizations.
More often to larger organizations than smaller
ones.
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6. Enterprise Taxonomy
Hierarchical classification of entities of
interest to an enterprise used to classify
documents, digital assets and other
information like expertise
It can cover virtually any type of physical or
conceptual entities (products, processes,
knowledge fields, human groups, etc.) at any
level of granularity
Simply….a standard vocabulary that a
company uses to describe its business
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7. Tagging
Simple data/metadata externally applied to an
object
Used for sorting
A hook for aggregating
Provides identifier and/or description
Personal markers
(sometimes the term Social bookmarking is also used)
InfoCloud Solutions, Inc. - Thomas Vander Wal
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8. Folksonomy
Folksonomy is the result of personal free
tagging of pages and objects for one's own
retrieval
The tagging is done in a social environment
(shared and open to others)
The act of tagging is done by the person
consuming the information
Simply…collaborative categorization using
simple tags.
InfoCloud Solutions, Inc. - Thomas Vander Wal
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9. Folksonomy elements : Collaboration
Tags are shared
Feedback loop
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10. Kinds of Folksonomy
Broad : Many users tag one resource
Consumer Examples:
Del.icio.us, Furl, Digg, Ma.gnolia
Enterprise Examples:
Connectbeam, IBM Dogear, Scuttle
Narrow: Few users tag one resource
Consumer Examples:
Flickr, Blog Software, Retail sites (Esty)
Enterprise Examples:
Document Management, CRM
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11. Quick Polls: 1
Do you have a Enterprise Taxonomy in
place?
Yes. We have had one for a while (3+yrs)
Yes we recently implemented
No
I don’t know
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12. Quick Polls: 2
Do you have corporate Folksonomy tool:
Yes
No, and we currently have no plans
No, but we are currently looking into it
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13. Roundtable Event
Who attended:
Top Technology
companies in Silicon
Valley from various
groups:
Market Research
Sales Operations
Corporate Portal
Media
Biotechnology
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14. Topics Discussed during roundtable
What is the business value of a taxonomy/
folksonomy and how can you deploy a
solution that will grow with the organization?
What’s the impact of social networking tools
on the enterprise?
Which governance tools can or should be
applied?
How do you merge folksonomies and existing
taxonomies – or should you?
Some best practices and common obstacles
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15. An exercise
(with apologies to David Snowden)
Which one of these is the ‘Odd-one Out’:
Cow
Chicken
Grass
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16. Quick Polls: 3
Which one of these is the Odd Man Out?
Cow
Chicken
Grass
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17. What items were top of mind for the
Attendees?
How people are using social tagging
What are others doing around search?
What kind of hurdles do you run into?
How do I overcome those hurdles?
Issues of critical mass? Dilution of value
Issues of “freshness” of content
How do you get it going?
Who will do the tagging?
How do I get Management to see value?
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18. Quick Polls: 4
When you start talking about Folksonomies
with your colleagues what is the first ‘issue’
that comes up?
What is a Folksonomy?
Critical Mass - will enough people use it?
What is the Value?
Security Issues
What if someone uses a ‘bad’ word?
None of the above
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19. User Experiences
Where do users tag from?
Browser
Widgets
Desktop
Why do users tag?
Expertise locator/discovery
Support groups in development of new
products
Increase Search relevance
Re-findability
Alerting and Discovery
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20. User Experiences
How do you view tags?
Flat Lists
Tag Clouds-
What is the shelf life?
Is it useful for all groups? (e.g. sales)
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21. User Experiences
What kind of tags are used?
Content Type- e.g. FAQs
Personal tags – e.g. ‘toread’
Opinion tags – e.g. ‘cool’
Identification tags – e.g. ‘expert’
Issues of error and disambiguation
Misspelling, Multiple spellings
Adding more keywords for disambiguation
Lack of background knowledge
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22. Best Practices & Obstacles
Success seems to be dependent on industry
and/or specific department within an
organization
Engineering
Biotechnology
Pharmaceuticals
But many others are experimenting:
Professional Services
Consumer Products
Media
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23. Best Practices & Obstacles
Opportunities for Best Practices:
Maintenance of existing taxonomies
Knowledge retention
Documenting Lessons learned
Pretagging- ideas to move forward
Identity and Transparency
Designing for Extensibility: Enterprise
Remixing
Alerting and Discovery
Security- role based and global requirements
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24. Change management 2.0
How do you get users to adopt?
Early Adopters
Late Adopters
Issues with specific groups
Use Case: sales groups
How to better organize & tag content sales
& global engineers audience
Not wanting to share
What is the motivation?
What is the reward?
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25. Which governance tools can or should be applied?
Business conduct rules
Use established Security- role based and
global requirements
Standards that everyone understands,
ratings, etc.
Policies for cleaning up “Dirty” Tags
“Salesprocess” should be “Sales Process”
Have key adopters become cheerleaders
of these ‘rules’
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26. How do you merge folksonomies & existing
taxonomies- or should you?
Guess what? We don’t have the answers!
Still early in the process of adoption
A lot of work is being done and companies
are sharing their experiences
Different Hybrids Models
Using tagging tools as a suggestion
push for taxonomists
Mining folksonomy along with search
logs
Maintaining separate systems
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27. Q&A
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28. References
References available at:
http://DowJonesFolksonomy.pbwiki.com
(password for editing = dowjones)
Please feel free to add, edit and contribute!
Daniela Barbosa
Business Development Manager, Synaptica
Dow Jones Client Solutions
daniela.barbosa@dowjones.com
Phone: 1.415.765.6181 Mobile: 1.415.321.9502
http://www.danielabarbosa.com
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