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Tagging Today & Tomorrow
                  Thomas Vander Wal
 Presented to: Tagging Workshop - WWW Conference
        8 April 2007 :: Calgary, Alberta, Canada


            InfoCloud Solutions, Inc. - 2007
So, Who Tags?


InfoCloud Solutions, Inc. - 2007
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
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
The “F” Word


InfoCloud Solutions, Inc. - 2007
Folksonomy


InfoCloud Solutions, Inc. - 2007
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

http://vanderwal.net/folksonomy.html
                 InfoCloud Solutions, Inc. - 2007
Folksonomy
& 3D Tagging

InfoCloud Solutions, Inc. - 2007
Folksonomy Triad
Object                                      Identity
                      Interest




                      Definition
                                             Vocabulary




                                            Metadata

         InfoCloud Solutions, Inc. - 2007
Dual Folksonomy Triad
   Object                                      Identity
                        Interest




                                                Vocabulary
Culture


                      Definition



                      Terminology
Community                                      Metadata

            InfoCloud Solutions, Inc. - 2007
Finding More Objects
Object 1                Identity              Object 2




                       Metadata

           InfoCloud Solutions, Inc. - 2007
4th Dimension


 InfoCloud Solutions, Inc. - 2007
Device/Service Context
  Object                                      Identity
                        Interest




                        Definition
                                               Vocabulary




  Context1                                    Metadata

           InfoCloud Solutions, Inc. - 2007
Device/Service Context
  Object                                      Identity
                        Interest




                        Definition
                                               Vocabulary




  Context2                                    Metadata

           InfoCloud Solutions, Inc. - 2007
1, 1, 2, 2 ?

                                     = Visual Design


Design


                                     = Software Design



         InfoCloud Solutions, Inc. - 2007
Folksonomy Needs Identity


      InfoCloud Solutions, Inc. - 2007
Who & Where


 InfoCloud Solutions, Inc. - 2007
Portability
& Interoperability

  InfoCloud Solutions, Inc. - 2007
Portability
    Transfer tags and metadata
❖

        Between devices
    ❖

        Between services
    ❖

        Between devices and services
    ❖

    Context sensitive
❖

        Personal auto-stemming
    ❖

        Personal auto-synonyms
    ❖


             InfoCloud Solutions, Inc. - 2007
Interoperability
  Consistent metadata
❖
❖ Viable identity
  Agreements to trust sharing
❖
❖ Permeable firewalls
 ❖ Internal pointers not allowed
      Magic words not permeable
    ❖
    ❖ Policy agreements
          Systems
        ❖
        ❖ Persons

             InfoCloud Solutions, Inc. - 2007
Tag Spam


InfoCloud Solutions, Inc. - 2007
Solving Tag Spam

    Human
❖


    Algorithm
❖


    Combination
❖




            InfoCloud Solutions, Inc. - 2007
Gardener




InfoCloud Solutions, Inc. - 2007
InfoCloud Solutions, Inc. - 2007
Algorithm
    Control rates of publishing
❖

    White/Black lists
❖

        IP Address
    ❖

        Usernames
    ❖

        URLs
    ❖

    New user limits
❖

    Pattern matching
❖

    Cross posting *
❖

               InfoCloud Solutions, Inc. - 2007
Human & Algorithm


   InfoCloud Solutions, Inc. - 2007
Scaling


InfoCloud Solutions, Inc. - 2007
Scaling and Functionality
                                                          A - Personal Use
                                      D
                                                          B - Serendipity
                              C                           C - Social Tagging
# People Tagging




                                                              Mature
                        B                                 D - Complex Social
                                                              System
                   A


                   Times Object is Tagged
                              InfoCloud Solutions, Inc. - 2007
Phases of Interaction
  Saving and tagging
❖
❖ Refinding
❖ Clicking, pivoting, exploring
❖ Searching
 ❖ One’s own tags
 ❖ Other’s tags
   ❖ Group
   ❖ Everybody
❖ Group Social Interaction

           InfoCloud Solutions, Inc. - 2007
Personal to Social
                                           Social
                    Personal Serendipity            Complex
                                           Mature
                      X          X              X     X
       Save & Tag

                      X          X              X     X
           Refind

                                 X              X     X
  Pivot & Explore

                                                X     X
          Search

                                                -     X
Group Interaction



             InfoCloud Solutions, Inc. - 2007
Sociality


InfoCloud Solutions, Inc. - 2007
Social Context

Personal -                    Social -
     Capture                        Share
 ❖                              ❖

     Hook/Copy                      Point
 ❖                              ❖

     Annotate                       Collaborate
 ❖                              ❖

     Refind                          Filter
 ❖                              ❖

     Privacy                        Trusted Groups
 ❖                              ❖



                InfoCloud Solutions, Inc. - 2007
Spheres of Sociality
                                      Mob
                                      Collective
                                      Selective
                                      Personal




   InfoCloud Solutions, Inc. - 2007
Directional Sociality:
 All Relationships
  Are Not Equal
    InfoCloud Solutions, Inc. - 2007
Real Relationships
Self                           Friend

Self                           Friend

Self                           Friend

Self                           Acquaintance

Self                        ? Stranger
        ?

       InfoCloud Solutions, Inc. - 2007
Public & Private:
Reality of Partial Access

      InfoCloud Solutions, Inc. - 2007
Unequal Access




             Public
   Private




 InfoCloud Solutions, Inc. - 2007
Social Bookmarking
    Goes Social

   InfoCloud Solutions, Inc. - 2007
InfoCloud Solutions, Inc. - 2007
InfoCloud Solutions, Inc. - 2007
Tagging Today & Tomorrow - New Content
Apple Group
(public/private)
Top Tags
Recent
Bookmarks




Recent
Discussions
Group
Members
Introducing Tagging
  to Non-taggers

   InfoCloud Solutions, Inc. - 2007
Discovery




InfoCloud Solutions, Inc. - 2007
Introduction


InfoCloud Solutions, Inc. - 2007
Tagging Today & Tomorrow - New Content
Tagging Today & Tomorrow - New Content
Seeding




InfoCloud Solutions, Inc. - 2007
Tagging Today & Tomorrow - New Content
Groups


InfoCloud Solutions, Inc. - 2007
Apple Group
(public/private)
Top Tags
Recent
Bookmarks




Recent
Discussions
Group
Members
Order of Functionality


     InfoCloud Solutions, Inc. - 2007
Order of Functionality
  Primary Order
❖
 ❖ Primary functionality
 ❖ Attention focus
❖ Secondary Order
 ❖ Used less
 ❖ Ancillary information
 ❖ Has value after primary order
❖ Tertiary (least relevant) Order
 ❖ Not necessary
 ❖ Not in focus

          InfoCloud Solutions, Inc. - 2007
Tagging Today & Tomorrow - New Content
Amazon Header

                 Visual Page Break (approx.)




                 Tagging Section



       20 sections on this
      Amazon product page



InfoCloud Solutions, Inc. - 2007
Latest Activity

Reviews


Listmania!

Amazon Friends

Tags used
Products tagged
Who Determines Order
  of Functionality?
 The site owner or the
 person using the site?
     InfoCloud Solutions, Inc. - 2007
Cleaning up the
   Messiness

 InfoCloud Solutions, Inc. - 2007
Cleaning Up the Messiness

     Disambiguation
 ❖

     Integrating search
 ❖

     Stemming
 ❖

     Spelling
 ❖

     Facets
 ❖




                InfoCloud Solutions, Inc. - 2007
Visualization


InfoCloud Solutions, Inc. - 2007
- Andy Edmonds @ http://surfmind.com/muzings/?p=107
Tagging Today & Tomorrow - New Content
Access to Data
 for Research

 InfoCloud Solutions, Inc. - 2007
Analysis &
Monitoring Tools

  InfoCloud Solutions, Inc. - 2007
Tools Needed
  Monitoring
❖
  ❖ Use
  ❖ Inbound & Outbound
  ❖ Spam
  ❖ External tagging systems
❖ Analysis
  ❖ System usage patterns
  ❖ Term use
    ❖ Synonyms
    ❖ Identify people “near in thought”
    ❖ Order & structure

           InfoCloud Solutions, Inc. - 2007
Tagging is Simple


  InfoCloud Solutions, Inc. - 2007
Yet there is so much
     more to do

    InfoCloud Solutions, Inc. - 2007
Contact




E-mail: thomas@infocloudsolutions.com
E-mail: thomas@vanderwal.net
AIM: vanderwal
YIM: tjvanderwal
Skype: tjvanderwal

                InfoCloud Solutions, Inc. - 2007

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