Constructing Meaning is Bloody Work: Make Everyone a Winner in the Taxonomy Wars
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Are you faced with bringing scads of sites with scores of content owners and nearly as many tagging schemes into one unified content ecosystem? In this session, you'll learn how to embrace the chaos, balance the needs for freedom and control, and build better content experiences for your users by creating and caring for a folksonomy-guided taxonomy. Presented at the 2016 IA Summit. #ias16
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Constructing Meaning is Bloody Work: Make Everyone a Winner in the Taxonomy Wars
- 1. Constructing meaning is bloody work Make everyone a winner in the taxonomy wars Wendy A. F. G. Stengel Manager of Content Strategy National Association of REALTORS® @wendywoowho Flickr: ol1
- 2. I PROMISE: You’ll leave knowing… ① All taxonomies are political — and that’s a good thing. ② Folksonomy freedom + controlled vocabulary structure = healthy, evolving construction of meaning. ③ Tips for converting skeptical stakeholders. ④ Why sea urchin embryology ended up in a taxonomy & how to keep it out of yours. ⑤ Chocolate is for people in the front rows.
- 3. Body headline Body text Flickr: jamescridland
- 4. Body headline Body text Flickr: allison_mcdonald
- 5. Body headline Body text Flickr: addentry
- 6. Body headline Body text Flickr: jonathancohen
- 7. Body headline Body text HOW IS CONTENT STRATEGY LIKE A RUTABAGA? Flickr: sackton
- 8. @wendywoowho • #intelcontent TAXONOMY • controlled vocabulary • may be hierarchical Flickr: sackton
- 9. @wendywoowho • #intelcontent TAXON • individual term in a taxonomy Flickr: sackton
- 10. Hallmarks of a good taxonomy • Appropriate breadth • Appropriate depth • Accurately describes actual content • Employs the users’ language • Lacks redundancy • Flexible, with room to grow
- 12. “We have a taxonomy…” • 987 taxons • Hierarchy 6 levels deep • 20% of taxons have ≤ 1 content item • 38% of taxons have ≤ 5 content items
- 13. Content owner confusion • Seafaring > Navigation directs users to Orienteering • Orienteering contains content about Freshman Orientation programs • Environmental sustainability content is tagged under Hazards & Safety Concerns • Content owners confuse “principles” and “principals” Flickr: wendywoowho
- 15. FOX TV
- 16. One branch… …lots of strange taxons • Ablutions • Biorhythms • Sea urchin embryology
- 19. Body headline Body text Flickr: andrewasmith
- 20. Body headline Body text Flickr: comedynose
- 21. Body headline Body text Flickr: eilonwy
- 22. Body headline Body text Flickr: thdoubleu
- 23. Body headline Body text Flickr: parisonponce
- 24. Body headline Body text Flickr: taylar
- 25. @wendywoowho • #intelcontent FOLKSONOMY • uncontrolled vocabulary • “free tagging” by internal or external users Flickr: sackton
- 26. Case Study Trade association blogs
- 28. “We have blogs…” • 20+ blogs • Most tags / blog: 1,500+ • Fewest tags / blog: 0 • Some favorites: • Mess • 2010 in beats • I aim to misbehave
- 30. Flickr: jmv
- 31. Body headline Body text Flickr: barmans
- 32. Body headline Body text Flickr: wendywoowho
- 34. Flickr: unten44
- 35. Case Study National Association of REALTORS®
- 36. @wendywoowho • #intelcontent FOLKSONOMY-GUIDED TAXONOMY • a controlled vocabulary informed by ongoing analysis of free tagging & taxon usageFlickr: sackton
- 38. Body headline Body text When in doubt, free tag.Flickr: allison_mcdonald
- 40. Body headline Body text BBC promotional photo
- 41. @wendywoowho • #intelcontentFlickr: wendywoowho
- 42. @wendywoowho • #intelcontentFlickr: diversey
- 43. Flickr: wwarby
- 44. Flickr: Blaha
- 45. @wendywoowho • #intelcontentFlickr: library_of_congress
- 46. @wendywoowho • #intelcontentFlickr: library_of_congress
- 47. @wendywoowho • #intelcontent GOVERNANCE • the care & feeding of your taxonomy Flickr: sackton
- 48. Flickr: gadl
- 50. ! DECLARE merged terms
- 51. ^ DISCUSS elevating terms
- 52. v DEBATE demoting terms
- 55. Flickr: posk
- 58. Balance need for freedom with need for control.
- 59. Acknowledge the political, embrace the chaotic.
- 62. ? Questions?
- 63. Read…
- 64. Wendy A. F. G. Stengel Manager of Content Strategy National Association of REALTORS® @wendywoowho THANK YOU! Flickr: wendywoowho …or @SanchoTheCorgi if you prefer...
Notes de l'éditeur
- https://www.flickr.com/photos/ol1/4794183233/ Oli Shaw Kitsch Battle Some rights reserved https://creativecommons.org/licenses/by-sa/2.0/
- Some rights reserved James CridlandFollow Crowd https://www.flickr.com/photos/jamescridland/613445810
- Allison McDonaldFollow Labels for Art vs Craft Show Some rights reserved https://www.flickr.com/photos/allison_mcdonald/7604871594
- https://www.flickr.com/photos/addedentry/3272280395/in/dateposted/ https://creativecommons.org/licenses/by-sa/2.0/ Some Rights Reserved https://www.flickr.com/photos/addedentry/ Owen Massey McKnight
- https://www.flickr.com/photos/jonathancohen/13948708989/ “lexical” –Oxford English Dictionary Some rights reserved https://creativecommons.org/licenses/by-nc/2.0/ https://www.flickr.com/photos/jonathancohen/ Jonathan Cohen
- https://www.flickr.com/photos/sackton/6453168657/ Tim Sackton Rutabaga September 13, 2011 Some rights reserved
- https://www.flickr.com/photos/sackton/6453168657/ Tim Sackton Rutabaga September 13, 2011 Some rights reserved
- https://www.flickr.com/photos/sackton/6453168657/ Tim Sackton Rutabaga September 13, 2011 Some rights reserved
- Photo credit: wendywoowho (Flickr) All rights reserved. Used with permission.
- https://www.flickr.com/photos/georgeparrilla/3050284862 George ParrillaFollow Sea Urchin (Tuyom) Mactan Aquarium, Basak, Lapulapu City Taken on November 16, 2008 Some rights reserved
- Andrew Smith Edsel https://www.flickr.com/photos/andrewasmith/8301233368 Some rights reserved https://creativecommons.org/licenses/by-sa/2.0/
- Pete Project 365 #155: It’s Not a Brand New Combine Harvester Public Domain https://creativecommons.org/publicdomain/mark/1.0/ https://www.flickr.com/photos/comedynose/5797731174/
- Katie Walker Pony Palace Some rights reserved https://creativecommons.org/licenses/by-sa/2.0/ https://www.flickr.com/photos/eilonwy77/6218797186 People are passionate about their content People are passionate about the way they understand things People WILL go around you if they don’t feel heard People will go around you if they think you don’t understand them And, even more frequently, people will go around you if you don’t give them any other choice If they need to get something done, they will.
- Thomas Wensing Evoution Some rights reserved https://creativecommons.org/licenses/by-sa/2.0/ https://www.flickr.com/photos/thdoubleu/10493728995
- https://www.flickr.com/photos/parisonponce/10351548993 Paris on Ponce & Le Maison RougeFollow Vintage 5-strand pearl necklace and Retro 1950's style black satin evening party dress (new) Some rights reserved Pearl clutching prescriptivists AND all taxonomies are political – and that’s a good thing
- Ingrid Taylar Fresh off the farm https://www.flickr.com/photos/taylar/5357767173 (filberts/hazelnuts) Some rights reserved https://creativecommons.org/licenses/by/2.0/
- https://www.flickr.com/photos/sackton/6453168657/ Tim Sackton Rutabaga September 13, 2011 Some rights reserved
- Bruce Guenter Hung out to dry https://www.flickr.com/photos/10154402@N03/5938737375 Some rights reserved https://creativecommons.org/licenses/by/2.0/
- Fox promotional photo for series Firefly
- Jason V Trophies https://www.flickr.com/photos/jmv/825183483 Some rights reserved https://creativecommons.org/licenses/by/2.0/ Everybody wins!!!
- NBPhotostream Beach Balance https://www.flickr.com/photos/barmans/250815321 Some rights reserved https://creativecommons.org/licenses/by/2.0/
- Wendy Stengel Rocks, Ballycastle beach, Northern Ireland https://www.flickr.com/photos/wendywoowho/3685516243/ All rights reserved
- http://responsivewebdesign.com/toast/taxonomy/
- Richard Unten Drone First Test Flight https://www.flickr.com/photos/unten44/9631706311 Some rights reserved https://creativecommons.org/licenses/by/2.0/
- https://www.flickr.com/photos/sackton/6453168657/ Tim Sackton Rutabaga September 13, 2011 Some rights reserved
- We’re back to this slide…. We had to make the controlled vocabularlies not only CONTROLLABLE but REMEMBER-ABLE If there are too many taxons to remember, people will misuse the taxons. Remember: their misuse of your taxons only FEELS like an attack and a betrayal. It’s (usually) not.
- Allison McDonaldFollow Labels for Art vs Craft Show Some rights reserved https://www.flickr.com/photos/allison_mcdonald/7604871594
- Melinda Improve Class at the workroom! https://www.flickr.com/photos/melindasutton/6937505492 Some rights reserved https://creativecommons.org/licenses/by/2.0/
- Downton Abbey promotional photo. Copyright holder: BBC.
- Wendy Stengel St. David’s, Wales https://www.flickr.com/photos/wendywoowho/9518030973 All rights reserved. DON’T FIGHT YOUR SKEPTICS. Fight FOR your skeptics
- Tony Webster Carrick-a-Rede Rope Bridge https://www.flickr.com/photos/diversey/12298726585/ Some rights reserved https://creativecommons.org/licenses/by/2.0/
- William Warby Guppy https://www.flickr.com/photos/wwarby/5026642191 Some rights reserved https://creativecommons.org/licenses/by/2.0/
- Karen Blaha Parrot https://www.flickr.com/photos/vironevaeh/8670553980 Some rights reserved https://creativecommons.org/licenses/by-sa/2.0/
- The Library of Congress Helene Dutrieu (LOC) https://www.flickr.com/photos/library_of_congress/2163710296/ No known copyright restrictions. https://www.flickr.com/commons/usage/
- The Library of Congress Here is our mission… (LOC https://www.flickr.com/photos/library_of_congress/2179066593 No known copyright restrictions. https://www.flickr.com/commons/usage/ Who cares about this stuff (enough to keep it going)? Ya got techies, yes? Not EVERY content owner is going to be on the governance team – they contribute by using the system and adding to it, not by pruning and training it.
- https://www.flickr.com/photos/sackton/6453168657/ Tim Sackton Rutabaga September 13, 2011 Some rights reserved
- Alexandre Duret-Lutz Shakespeare and Company bookshop https://www.flickr.com/photos/gadl/110845690 Some rights reserved https://creativecommons.org/licenses/by-sa/2.0/
- JD Hancock W is for Wolverine https://www.flickr.com/photos/jdhancock/4691988819 Some rights reserved https://creativecommons.org/licenses/by/2.0/
- David Reber Dead smoke detector https://www.flickr.com/photos/davidreber/4750328271 Some rights reserved https://creativecommons.org/licenses/by-sa/2.0/
- Art Poskanzer Why? https://www.flickr.com/photos/posk/8333973575 Some rights reserved https://creativecommons.org/licenses/by/2.0/