Constructing Meaning is Bloody Work: Make Everyone a Winner in the Taxonomy Wars
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Transcript of Constructing Meaning is Bloody Work: Make Everyone a Winner in the Taxonomy Wars
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Constructing meaning is bloody workMake everyone a winner in the taxonomy wars
Wendy A. F. G. StengelManager of Content Strategy
National Association of REALTORS®@wendywoowho
Flickr: ol1
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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.
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HOW IS CONTENT STRATEGY LIKE A
RUTABAGA?
Flickr: sackton
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@wendywoowho • #intelcontent
TAXONOMY• controlled vocabulary• may be hierarchical
Flickr: sackton
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@wendywoowho • #intelcontent
TAXON• individual term in a
taxonomy
Flickr: sackton
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Hallmarks of a good taxonomy• Appropriate breadth• Appropriate depth• Accurately describes actual content• Employs the users’ language• Lacks redundancy• Flexible, with room to grow
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CaseStudy Education-related association
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“We have a taxonomy…”• 987 taxons• Hierarchy 6 levels deep• 20% of taxons have ≤ 1 content item• 38% of taxons have ≤ 5 content items
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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
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FOX TV
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One branch……lots of strange taxons• Ablutions• Biorhythms• Sea urchin embryology
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Flickr: georgeparrilla
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@wendywoowho • #intelcontent
FOLKSONOMY• uncontrolled vocabulary• “free tagging” by
internal or external usersFlickr: sackton
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CaseStudy Trade association blogs
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Flickr: 10143302@N03
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“We have blogs…”• 20+ blogs• Most tags / blog: 1,500+• Fewest tags / blog: 0• Some favorites:
• Mess• 2010 in beats• I aim to misbehave
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Fox promotional photo
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Flickr: jmv
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#drones Flickr: unten44
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CaseStudy National Association of REALTORS®
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@wendywoowho • #intelcontent
FOLKSONOMY-GUIDED TAXONOMY
• a controlled vocabulary informed by ongoing analysis of free tagging & taxon usageFlickr: sackton
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When in doubt,free tag.
Flickr: allison_mcdonald
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Flickr: melindasutton
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BBC promotional photo
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@wendywoowho • #intelcontentFlickr: wendywoowho
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@wendywoowho • #intelcontentFlickr: diversey
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Flickr: wwarby
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Flickr: Blaha
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@wendywoowho • #intelcontentFlickr: library_of_congress
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@wendywoowho • #intelcontentFlickr: library_of_congress
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@wendywoowho • #intelcontent
GOVERNANCE• the care & feeding of
your taxonomy
Flickr: sackton
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Flickr: gadl
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Assemble the meaning makers!
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! DECLARE merged terms
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^ DISCUSS elevating terms
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v DEBATE demoting terms
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How often?
Flickr: davidreber
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Flickr: posk
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Better content experiences for creators.
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Better content experiences for users.
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Balance need for freedom with need for control.
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Acknowledge the political, embrace the chaotic.
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Healthy, evolving construction of meaning.
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Taxonomy wars? Everybody wins.(Really.)
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? Questions?
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Read…
responsivewebdesign.com/toast/
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Wendy A. F. G. StengelManager of Content StrategyNational Association of REALTORS®
@wendywoowho
THANK YOU!
Flickr: wendywoowho
…or @SanchoTheCorgi if you prefer...