What the hell are folksonomies?

14th July 2008

A ‘folksonomy’ is a type of classification system for online content, created by an individual user who tags information with freely chosen keywords; as well as the cooperation of a group of people to create such a classification system.

Although the original concept of user-generated tagging of web material had been around a while, 2004 set the scene with the launch of sites such as del.icio.us and Flickr. Originally, ‘folksonomies’ related to the anthropological study of ‘folk taxonomies’ which examined classification systems originating from social knowledge. Whereas traditional taxonomies are classifications applied in a hierarchical (and methodical manner), independent of personal feeling, folksonomies are based on the subjective categorisation of the individual who tags something.

Simply put, folksonomies help individuals to store and re-access web links in much the same way as the bookmarking function used in browsers. One of the principle examples of a folksonomic application, del.icio.us, was created when programmer Joshua Schachter became frustrated by being unable to remember where good articles on the Web were, and so produced a program that let him tag web links for easy access…and so del.icio.us was born, a site to enable individuals to keep an online record of their personal trawls. Furthermore, studies which examine the nature of the inputted tags have found that the majority of labels containing information are relevant only to the tagger – such as ‘mywork’ or ‘toread’ - suggesting that the majority of users bookmark principally for their own benefit.

As del.icio.us and other folksonomy-based tools grow, they benefit from the same type of collective intelligence as Google PageRank - as more people use the service, the more widespread the tags become, and the better they describe what they link to. In theory this should make folksonomies useful places to sift through information (a hotly contested issue), firstly by describing the content, and secondly, the number of people who have tagged a link suggests the quality of its content. A folksonomy, therefore, can potentially provide an alternative to the search engine.

The construction of groups using folksonomies is also important for their use as information-finding tools. Words have different meanings and values in different social settings. If you type something into Google, PageRank displays the most ‘popular’ usage of your term; but what if you do not value what is most universally popular? If you type in the same request but this time searching within the folksonomy of a group you belong to who share your interests, you should generate results closer to your definition of the term because others, who hold similar opinions to you, have been tagging links on this basis. Words can also have different meanings in different social groupings. For instance, many del.icio.us users seem to have a strong technical background: the list of the most popular tags used on the site include ‘blog’, ‘web2.0’ and ‘design’. If you enter the word ‘design’ into Google search, the results are a list of graphic designers/museums; put the same search into del.icio.us, and the top links are to computer software design sites. The del.icio.us site itself acts as a large group of people who share similar interests; searching from within the links created by this collection of people thus makes the information returned to you more relevant and meaningful.

Through utilising network and groups which create tagging systems with specialised, socially-constructed vocabularies, folksonomies cater for the niche.

Posted by River, 14th July 2008

Murphy's Marketing Morals - Part 1

22nd July 2008

So, we got this direct mailing through the letter box and even though it was a tacky flyer and not a well produced, entertaining, thoughtfully sent, excellently targeted customer magazine......natch!.... I read it. Or more accurately my children rescued it from the recycling bin before I could hide it underneath a Waitrose wine box. Brought round by a friend obviously. I don't drink.

(First blog I've written actually, so if it’s the first and last you’ll know the Blog Police took me away for lying.)

So, this flyer. And the power of the letter box message, have brought me here….

Bracknell Ice Rink.

And that's how I come to be gliding effortlessly around, arabesqueing my heart out......oh ok .....being shown up by my eleven-year-old and eight-year-old who are whizzing off, no fear, looking like they've been at it for years.

While I, dear reader, am crawling...can one crawl on blades?....around the rink clinging onto the sides. And not easily either. My fingers are freezing. Who’d have thought it would be cold in an ice rink, eh?!

But that's not the half of it. That piece of DM. Curse it. That piece of inferior quality DM, in fact. It led to my current humiliation ...and cringe..... most probably a place in the Bracknell Post.

Am I the next Jayne Torvill I hear you asking yourselves? It wouldn't be a surprise, for sure, to those that know my athletic prowess. But no. I'm famous today for falling spectacularly on my proverbial and splitting my jeans. Not a titchy tear but a waistband-to-knee job.

Pants on parade.

If the Ultimo scout had been out today scouting in Bracknell....

Look, it could happen.

It would be me modelling their new underwear range now. No question. Not that Mel B.

So the marketing moral of this story? Don't forgo the letterbox and invest only online when acquisition of new customers or product trial is your goal.

I read it. I came. I tried it. I hated it. I might sue. But you get the picture. It worked.

DM still works. And I've got the bruises to prove it.

Blog biog: Nicola Murphy. 44. Ravishingly beautiful (short sighted). Very clever – MBA/PHD in marketing (likes the sound of own voice)). Founding partner in River.

Posted by River, 22nd July 2008

Angelica Starhausen...god help us all

22nd July 2008

We don't know how it happened, but River seems to have collected it's very own superfan (or if you prefer, stalker) - the lovely Angelica Starhausen. By all means visit her blog (by clicking the link below) and, if you dare, feel free to drop her a line...

Enjoy

http://thelunchtimelegend.blogspot.com/

Posted by River, 22nd July 2008

Agency Attitude - Part 1

24th July 2008

Newsflash. Barbie has a sister. Did you know?

And no, its not Sindy.

If you thought it was then you’ve given away your age right there! You are as young as me.

Keep up. Sindy has emigrated from the UK and lives in a trailer park. She shuns the bright lights now...No really.

She and Barbie don't talk anymore. Something to do with a two timing incident and the misappropriation of a pink nail polish. Way back in the early nineties.

While we're on the subject of feuds...Barbie doesn't speak to her half sister either.

Why so? She got fed up with her younger siblings copycat ways apparently.

You may have heard of Barbie’s sister actually. Assuming you’re a fan of lawyery gossip. Her name is Bratz.
Bratz is everything Barbie despises in a toy.

She's pouty, flirty and very naughty. Her pink trailer is full of half used make up and brassy plastic underwear, not ponies, like clean living outdoorsy Barbie.

She is the ying to Barbie’s yang. Although they do have the same upturned almond shaped eyes and long blonde locks. Funny that.

Barbie is a successful woman in her own right. She's been married to Mr. Mattel for years. Whereas Bratz swings with the times. She's got a sugar daddy to pay for her japes and his name is Bryant. Carter Bryant. No it’s not a made up name. He's American.

The problem is. And here's the rub. Bryant used to work for Mr. Mattel.

And the point?

Copyright. That's the point. And in the case of Barbie and Bratz... it’s copyright war.

The battle ground in this spat is unfortunately for Bratz, in California. Those Americans love a bit of paternity sleeze! Eddie Murphy ain't got nothing on this.

We are talking paternity here too. Of a doll. And this Dollies daddy isn't taking the accusations of infidelity lying down either.

Seriously though. It will likely prove an expensive paternity suit with the time of conception the pivotal argument.

Only in the States eh?

By contrast its shockingly different this side of the pond.

Both apropo copyright on products, and also, sadly for us UK agency types, on marketing campaign work.

Soho bars are full of half cut pitch teams crying it should have been me into their sixth Pina Colada. Then when the winning campaign is aired we find the business development director on the same bar stool complaining bitterly of copied pitch designs.

The client beauty parade is too often a trawl for ideas with which to feed the incumbent.

Bitter moi? No but I’ve seen it happen.

And the marketing moral?

Be brave enough you agency types to demand a pitch fee. Agencies should be paid for creative thought. Even outside of a contract.

Ask for a full debrief whether you win or lose.

And refuse to plagiarize another agencies designs.

I’ll eagerly await the influx of agency led stories in Campaign naming and shaming.

Yeah right.

But you see. That's the point. Until we respect our work and our right to own our creative thought, we will always be a supplier and not a partner.

Think about it.

Now. Can someone help me off my high horse please? I’ve got a drink waiting at the bar with my name on it. And its not my first.

While I'm waxing lyrical...and this side of coherent...do you remember those weekend wrestling bouts when Sindy was a girl? With Grannies beating Mick MacManus over the head with their handbags?

I'm thinking of taking it up.

Kerpow! Barbie babe. You go girl!!

Posted by River, 24th July 2008

Murphy's Marketing Morals - Part 2

29th July 2008

So there we were talking about whether Marco Pierre White is sexy or not.

Jane, business partner, fourteen long and dark years. But she's enjoyed it. Well, she said Phoar not arf! Or, to be accurate, since she's more than a bit posh...ooh goodness, yes.... incredibly. And went all unnecessary. While I made sick noises and pretended to throw up in the waste bin. I'm well known for my grown up, lady like demeanour. Infantile, moi?!

What had prompted this intellectual exchange dear reader? Had we seen Mr stick your three Michelin stars where the sun don't shine on TV, read an interview, gasp, pressed the flesh and actually met him?

None of the above.

It was marketing wot' done it!

We two...opinion formers that we clearly are...in the process of... ahem...getting down with the kids...had been asked to write a postcard each for a Central St Martins students' art project.

Entitled Love Secrets.

You fill in a postcard, second class stamp, to put you in your place lest you think said student really gives a stuff about what floats your boat. Or your partners. Or. Actually I'm going to stop right there.

You snail mail...that's DM to the initiated...your insight back to Student, who doubtless sticks it on the inside of a tent and flogs it for a sqillion quid. Or am I mixing that up with Tracey Emin?

Anyway. That's where Marco. Can I call you Mr White? Comes in.

Jane. Business partner. Posh. Long suffering. Keep up. Well her love secret was a direct request to Mr Marco. Which, to be honest I'm not sure her husband will be too chuffed about. But there you go! You're intrigued now aren't you? But I'm not one to dob in a mate, unless there's alcohol involved, so you'll have to wait until Student erects his or her tent to discover Jane's Love Secret. Assuming you can afford the doubtless toppy price tag of what passes for modern art these days of course.

Marco, if you're reading this I'll tell you in person obviously. I'll be the one face down in front of you on the floor, with the tall redhead mowing me down.

So the marketing moral of this story?

Good old postcards can still elicit a response.

And, gasp, are still utilised by other demographics. Not just grannies responding to competitions in Saga Magazine.

Sorry Mum.

The Yoof of Today doesn't just rely on the internet when weighty life conundrums need to be debated. DM is not dead. It's hiding...Too often under a second class stamp. But it's heart is still beating.

And in a corner office in Leicester Square a heart is also beating for Marco.

Posted by River, 29th July 2008