1. The Community/Individual Cycle: ZoneTag and Y!RB Mor Naaman Yahoo! Research Berkeley

2. http://zonetag.research.yahoo.com 2 Attraction Map of Paris Stanley Milgram, 1976. Psychological Maps of Paris

3. http://zonetag.research.yahoo.com 3 Attraction Map of London Jaffe et al, 2006.

4. http://zonetag.research.yahoo.com 4 Social Media Cycle How? What? Why?

5. http://zonetag.research.yahoo.com 5 Talk Outline Wisdom of the tags –mining information from geo-tagged photos ZoneTag –your photos in context Why we tag –a user study of tagging

6. http://zonetag.research.yahoo.com 6 Information Overload? Flickr “geotagged”

7. http://zonetag.research.yahoo.com 7 What can we derive? Dataset: (photo_id, user_id, latitude, longitude) (photo_id, tag) Given all photos from a geographic region, - find a “representative” summary set - generate a meaningful visualization

8. http://zonetag.research.yahoo.com 8 Issues to Tackle Noisy data Photographer biases –In locations –In Tags Wrong data Whatever, color, city, spectrum, santa barbara, california, usa, Lookatme, Herbert Bayer Chromatic Gate

9. http://zonetag.research.yahoo.com 9 Intuition More “activity” in a certain location indicates importance of that location Tag that are unique to a certain location can suggest importance of that location

10. http://zonetag.research.yahoo.com 10 (Very) Simple Example

11. http://zonetag.research.yahoo.com 11 Summary of San Francisco Golden Gate BridgeTransAmerica AT&T Baseball Park Golden Gate Twin Peaks Golden Gate Bay Bridge Ocean Beach Chinatown

12. http://zonetag.research.yahoo.com 12 Tag Maps

13. http://zonetag.research.yahoo.com 13 Tag Maps

14. http://zonetag.research.yahoo.com 14 Social Media Cycle How? What? Why?

15. http://zonetag.research.yahoo.com 15 International Remix Demo? Extracting patterns

16. http://zonetag.research.yahoo.com 16 International Remix

17. http://zonetag.research.yahoo.com 17 Key Framing

18. http://zonetag.research.yahoo.com 18 Reuse Patterns

19. http://zonetag.research.yahoo.com 19 Reuse Patterns

20. http://zonetag.research.yahoo.com 20 Flickr Interestingness Vs. popular on YouTube?

21. http://zonetag.research.yahoo.com 21 Outline How? What? Why?

22. http://zonetag.research.yahoo.com 22 Outline Wisdom of the tags –mining information from geo-tagged photos ZoneTag –your photos in context Why we tag –a user study of tagging

23. http://zonetag.research.yahoo.com 23 Another Look at the Tag Map

24. http://zonetag.research.yahoo.com 24 ZoneTag(?) How would we: Create/store? Find? Share? Discover? “Everything in the world exists to end up in a photograph” -- Susan Sontag

25. http://zonetag.research.yahoo.com 25 Programmable Context-aware Network-connected Quality… it’s getting there Why Cameraphones? Numbers, numbers… – 500,000,000 (Source: Future Image Inc.)

26. http://zonetag.research.yahoo.com 26 Current Mobile Experience Difficult to share (or even save!) Hard to find –No context –No semantic information

27. http://zonetag.research.yahoo.com 27 ZoneTag Experience 2-click upload (same key!) Photo uploaded with location and time metadata

28. http://zonetag.research.yahoo.com 28 ZoneTag Experience Tagging made easy –Tag/annotate your photos from the phone

29. http://zonetag.research.yahoo.com 29 Where do locations come from? Bluetooth GPS (when available) User-contributed cell tower mapping

30. http://zonetag.research.yahoo.com 30 Where do tags come from? Tags I used in this context (`home’) Tags my friends used in this context (`Research Meeting’) Tags other people used in this context (`PARC’, ‘Mor Naaman’, `This talk sucks’)

31. http://zonetag.research.yahoo.com 31 Where do tags come from? Stuff around you: –Yahoo! Local –Upcoming.org (`Mor Naaman @ PARC’, `PARC George E. Pake Auditorium’) Stuff from you (any RSS 2.0 feed): –Calendar ( G, Upcoming.org, Kiko,…) –Favorite hangouts

32. http://zonetag.research.yahoo.com 32 Suggested Tags “When I went to upload, there were already all these exotic tags like "Bill Graham Civic Auditorium" and "Bob dylan live" available...it sure was convenient to just select and go…”

33. http://zonetag.research.yahoo.com 33 Where do tags go? Back to the original RSS items –Upcoming.org Action Tags –Trigger a call to a web service With parameters –Command line - from your phone Rotate:rightEmail:dadGroup:zonetagScanr:document

34. http://zonetag.research.yahoo.com 34 I’m Too Lazy (you’re not alone) Tagging is the means, not the goal Benefits even if you never tagged a single image (Bradley Horowitz, elatable.com) (?)

35. http://zonetag.research.yahoo.com 35 Things We Learned “Best” feature: 2-click upload –Even users that often tag For some, last chance to annotate Mobile tagging - not just experts, not all experts…

36. http://zonetag.research.yahoo.com 36 Things We Learned Tagging behavior: –All over the place –More than Shozu –Connected to privacy

37. http://zonetag.research.yahoo.com 37 Outline How? What? Why?

38. http://zonetag.research.yahoo.com 38 International Remix? How can Intl Remix leverage the community to help the individual?

39. http://zonetag.research.yahoo.com 39 Outline How? What? Why?

40. http://zonetag.research.yahoo.com 40 Outline Wisdom of the tags –mining information from geo-tagged photos ZoneTag –your photos in context Why we tag –a user study of tagging

41. http://zonetag.research.yahoo.com 41 Why Tag? What are tags?

42. http://zonetag.research.yahoo.com 42 Why Tag? Bay Bridge, Fog, [San Francisco, 94105]

43. http://zonetag.research.yahoo.com 43 Why Tag? RedSox, Fenway, GreenMonster, [Boston, 02215], …

44. http://zonetag.research.yahoo.com 44 Why Tag? Liz, sunbathing, sunny, sunglasses, concrete, [Palo Alto, 94306], …

45. http://zonetag.research.yahoo.com 45 Tag Affordances on Flickr Displayed next to photo Can be used to search: –Your own photos –Others’ photos –Public photos

46. http://zonetag.research.yahoo.com 46 Tag Affordances on Flickr Displayed next to photo Can be used to search: –Your own photos –Others’ photos –Public photos

47. http://zonetag.research.yahoo.com 47 Tags on ZoneTag By default, tags are kept from one photo to next Tags used in a location will be suggested in that location –To you –To others Immediate (i.e., during event) Place name tags added automatically

48. http://zonetag.research.yahoo.com 48 User Study 13 ZoneTag users (23-45, 9m, 4f) All “taggers” (no use to ask non-taggers why they tag) Structured interviews

49. http://zonetag.research.yahoo.com 49 Expected… Organization/retrieval Creator/synthesizer “Tagging for community”

50. http://zonetag.research.yahoo.com 50 Found… Motivation taxonomy No “synthesizers” Inspired by community Organization/retrieval Creator/Synthesizer “Tagging for community” X

51. http://zonetag.research.yahoo.com 51 Motivation Taxonomy “If I tagged ahead of time I can go back and get all my pictures of [my children]…” “…I then think “well, maybe I should tag this” so I can find it again later” “I’m obsessive- compulsive”

52. http://zonetag.research.yahoo.com 52 Motivation Taxonomy “I want at least one hook of association in there that can help me reconstruct…”

53. http://zonetag.research.yahoo.com 53 Motivation Taxonomy “I tag photos with what I think might be interesting to other people, stuff I think people will like” “I know that tagging can connect my photos to activities, and get more interest” “I want to look at all [my neighborhood’s] tags. … That’s definitely a reason I’m putting these tags in ” “...at night, by the fires all around the market,... at each word that one man says -- such as 'wolf', 'sister', 'hidden treasure', 'battle', 'scabies', 'lovers' -- the others tell, each one, his tale of wolves, sisters, treasures, scabies, lovers, battles.” -- Italo Calvino, Invisible Cities

54. http://zonetag.research.yahoo.com 54 Motivation Taxonomy “…so that my friends can see what I am up to” I can tell my mom [with the tag] “look, we went to…” “I left reviews of places – like at the airport, when my flight was delayed, I tagged “Aloha Air sucks.”

55. http://zonetag.research.yahoo.com 55 Breakdown

56. http://zonetag.research.yahoo.com 56 Suggested Tags Useful for entry, when they “work” –Critical mass needed –Better filtering Inspire and give example Overtagging may be issue “Tag suggestions were huge for me; they really cut down on typing” “I thought: this is how I want it to work all the time!” “This person was in my phone for a month - who is she???” “I try to use as many suggested tags that apply. … I also use it for auto-completion – I type “s” to get San Francisco”

57. http://zonetag.research.yahoo.com 57 Tags/Contribution Derived from affordances –Social engineering HT06, tagging paper, taxonomy, Flickr, academic article, to read (HyperText 2006)

58. http://zonetag.research.yahoo.com 58 Flickr Example Distribution of “number of photos in account” Number of photos Number of users Huh?? 6 12 18 …

59. http://zonetag.research.yahoo.com 59 Case Study - Flickr Nobody tags other people’s content Why? Not collected Not identified Not prominent In user’s account As coming from the tagger In the interface, as “opinion” Not aggregated Can’t “vote” on tag/item pair

60. http://zonetag.research.yahoo.com 60 Enough already with this stupid figure!

61. http://zonetag.research.yahoo.com 61 Open Questions Those who don’t… Better filtering, tag suggestions Longer usage trends Effect of community on usage …

62. http://zonetag.research.yahoo.com 62 Final Notes All Flickr/ZT photos, Creative Commons or with author permission http://www.flickr.com/photos/frozenquack/106111967/ http://www.flickr.com/photos/bryce_edwards/272002447/ http://www.flickr.com/photos/plasticbag/188818779/ http://www.flickr.com/photos/groovymother/131591824/ http://www.flickr.com/photos/deaneckles/220482624/

63. http://zonetag.research.yahoo.com 63 Final Notes: ZoneTag For All Everything we can do, you can do (better?) –Cell ID translation –Suggested Tags –More… Use ZT-technology with your app! Email me

64. http://zonetag.research.yahoo.com 64 Thanks With: Shane Ahern, Simon King, Rahul Nair, Nathan Good, Marc Davis, Morgan Ames, Dean Eckles, Alex Jaffe, Tamir Tassa Download, sign up, get the scoop: http://zonetag.research.yahoo.com Read more, follow: http://yahooresearchberkeley.com Learn, Brain Jam: http://groups.yahoo.com/groups/yrb-bj/ Become an intern, get involved: email me.