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TEDIndia 2009

Alexis Ohanian: How to make a splash in social media

アレクシス・オハニアン:ソーシャル・メディアで注目を集める方法

November 5, 2009

Redditのアレクシス・オハニアンはユーモアにあふれた矢継ぎ早の4分間でウェブ上でスターの座についた一頭のザトウクジラの実話から得た教訓について話をします。ミスター・スプラッシー・パンツの教訓はフェースブック時代のミームメーカーとマーケッターにとって確実な勝利を得る典型例です。

Alexis Ohanian - Entrepreneur
Alexis Ohanian is the co-founder an executive chairman of Reddit, a social-voting news website with geek allegiances, a small-town feel and a penchant for lighting up the memes your friends IM you about next week. Full bio

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Double-click the English subtitles below to play the video.
So, now, there are a lot of web 2.0 consultants who make a lot of money.
今多くのお金を稼ぐウェブ2.0コンサルタントはたくさんいます
00:15
In fact, they make their livings on this kind of stuff.
こういう講演で生計を立てているんです
00:19
I'm going to try and save you all the time and all the money
皆さんの時間とお金を節約してあげましょう
00:21
and go through it in the next three minutes, so bear with me.
これからの3分間でお話ししますのでお付き合いください
00:23
Started a website back in 2005, with a few friends of mine,
2005年に2人の友達と
00:26
called Reddit.com.
Reddit.com というウェブサイトをはじめました
00:28
That's what you'd call a social news website.
いわゆるソーシャルニュースサイトで
00:30
Basically all that means is that the democratic front page
トップページが民主的な方法で
00:32
is the best stuff on the web. You find some interesting content,
ウェブ上の最高の情報になります 例えば
00:34
say a TEDTalk,
「TEDTalk」のような面白いコンテンツを見つけたら
00:36
submit it to Reddit, and the community of your peers
その情報をRedditに投稿し みんなで
00:38
will vote it up if they like it, vote it down if they don't.
好きなら支持票を 嫌いなら不支持票を投じます
00:40
And that creates the front page. It's always rising, falling, always changing.
その順位でトップページが決まるので内容は常に変化します
00:42
About a half million people visit every day. But this isn't about Reddit.
毎日約50万人もの人がサイトを訪問しますが今日お話したいのは
00:45
This is actually about discovering new things that pop up on the web.
新しい情報がWebで浮上してくる現象についてです
00:48
Because in the last four years we've seen all kinds of memes,
この4年間色々な種類のミームが掲載され トップページ上で
00:51
all kinds of trends get born right on our front page.
様々なトレンドが生まれてきました
00:54
But this isn't even about Reddit itself.
でも話したいのはRedditのことではなく
00:56
It's actually about humpback whales.
実はザトウクジラについてなのです
00:58
Well, okay, technically it's actually about Greenpeace,
より厳密に言うとグリーンピースの話です
01:00
which is an environmental organization that wanted to stop
グリーンピースは環境保護団体で
01:02
the Japanese government on their whaling campaign.
日本政府に捕鯨活動を止めさせようとしています
01:04
These humpback whales were getting killed.
ザトウクジラが殺されていたので
01:06
They wanted to put an end to it. And one of the ways they wanted to do it
それを阻止しようとしていました その一つの方法が
01:08
was to put a tracking chip inside one of these humpback whales.
一頭のザトウクジラに追跡装置を付けることでした
01:11
But to really kind of personify the movement, they wanted to name it.
親近感が持てるようにそのクジラに名前をつけることにし
01:13
So, in true web fashion they put together a poll
ウェブを活用して投票で決めることにしました
01:16
where they had a bunch of very erudite, very thoughtful, cultured names.
学問的なよく考えられた 洗練された名前がたくさんありました
01:19
I believe this is a Farsi word for "immortal."
これは確かペルシア語で「不死」の意味です
01:22
I think this means "divine power of the ocean"
これはポリネシアの言葉で「海の神通力」
01:24
in a Polynesian language.
だったと思います
01:27
And then there was this: Mister Splashy Pants.
それからこれがありました「ミスター スプラッシー パンツ」(ミスター目立つパンツ)
01:29
(Laughter)
(会場から笑い)
01:32
And this, this was special. Mister Pants, or Splashy, to his friends,
これは特別でした 友達はミスター パンツとかスプラッシーと呼んでいます
01:33
was very popular on the Internet.
インターネットで非常に人気がありました
01:36
In fact, someone on Reddit thought,
あるRedditユーザがこう言いました
01:38
"Oh, what a great thing, we should all vote this up."
「みんなでスプラッシーに投票して上位に押し上げよう」
01:40
And, you know, Redditors responded and all agreed.
すると他のRedditユーザもみな呼応したわけです
01:42
So, the voting started and we actually got behind it ourselves.
投票が始まり 私たちも支援しました
01:44
We changed our logo, for the day, from the alien
Redditのエイリアンのロゴをその日は
01:47
to a Splashy, to sort of help the cause.
スプラッシーに変えることにしたのです
01:49
And it wasn't long before other sites like Fark
FarkやBoing Boingのような
01:51
and Boing Boing and the rest of the Internet started saying,
他のサイトもこぞって支持し始めました
01:53
"Yes! We love Splashy Pants."
「スプラッシーパンツ最高!」
01:55
So, it went from about five percent, which was when this meme started,
最初「スプラッシー」の得票率はわずか5パーセントでしたが
01:57
to 70 percent at the end of voting.
投票が終わる頃には70パーセントまで上がりました
02:01
Which is pretty impressive right? We won! Mister Splashy Pants
これは結構すごいですよね? 私たちのスプラッシーが
02:04
was chosen. Hmm, just kidding. Okay.
選ばれたんだ……と思いきや
02:06
So, Greenpeace actually wasn't that crazy about it,
グリーンピースはどうもスプラッシーに乗り気ではなく
02:08
because they wanted one of their more thoughtful names to win.
もっと洗練された名前に勝ってほしかったようです
02:10
So they said, "No, no, just kidding. We'll give it another week of voting."
それで彼らは「今のは練習です 投票はあと1週間続けます」と言うのです
02:13
Well, that got us a little angry.
これはちょっとカチンときたので
02:16
So, we changed it to Fightin' Splashy.
今度はロゴを 「戦うスプラッシー」に変えました
02:18
(Laughter)
(会場から笑い)
02:20
And the Reddit community, really,
Redditやその他のネットユーザが
02:21
and the rest of the internet, rather, really got behind this.
熱心にこれを支持しました
02:23
Facebook groups were getting created. Facebook applications were getting created.
フェースブックにはグループが作成され アプリまで作られました
02:25
The idea was, "Vote your conscience," vote for Mister Splashy Pants.
「スプラッシーパンツに清き一票を」という思いです
02:28
And people were putting up signs in the real world --
現実の世界にもスプラッシーのポスターが現れました
02:31
(Laughter) -- about this whale.
[校長先生 この壁をなくして](会場から笑い)
02:33
And this was the final vote. When all was cleared ...
最終投票のふたを開けてみると
02:35
78 percent of the votes, and to give you an idea of the landslide,
78パーセントまで伸びていました
02:37
the next highest name pulled in three. Okay?
2位が3%だと言えば 圧勝のほどがわかるでしょう
02:39
So, there was a clear lesson here.
ここには明確な教訓がありました
02:41
And that was that the Internet loves Mister Splashy Pants.
インターネットはスプラッシーパンツが大好きだ と言うことです
02:43
Which is obvious. It's a great name.
当然ですよね すばらしい名前ですから
02:45
Everyone wants to hear their news anchor say, "Mister Splashy Pants."
ニュースキャスターが「スプラッシーパンツが…」と言うのを みんな聞きたかったのです
02:47
(Laughter)
(会場から笑い)
02:50
And I think that's what helped drive this.
それが突き動かしていたのだと思います
02:51
But what was cool was that the repercussions now for Greenpeace
グリーンピースの反応も良かった
02:53
was, they created an entire marketing campaign around it.
スプラッシーパンツを中心にマーケティングキャンペーンを張って
02:55
They sell Mister Splashy Pants shirts and pins.
シャツやバッジを売ったり
02:58
They even created an e-card so you could send your friend a dancing Splashy.
友達に送れる踊るスプラッシーのeカードまで作りました
03:00
But what was even more important was the fact that they actually
でも一番大きいのは彼らが実際
03:03
accomplished their mission. The Japanese government called off
任務を達成したことです
03:05
their whaling expedition. Mission accomplished.
日本政府が捕鯨派遣を取りやめたのです
03:07
Greenpeace was thrilled. The whales were happy. That's a quote.
グリーンピースは感激しクジラも大喜び 本人弁です
03:09
(Laughter)
(会場から笑い)
03:12
And actually, Redditors in the Internet community
インターネット上でRedditユーザたちは
03:14
were happy to participate, but they weren't whale lovers.
喜んで参加しましたが 別にクジラ愛好家というワケではありません
03:17
A few of them certainly were. But we're talking about a lot of people
もちろん中には愛好家もいたでしょうが
03:20
who were just really interested and really caught up in this great meme,
大半の人は 面白がってミームを追いかけていただけです
03:22
and in fact someone from Greenpeace came back on the site
グリーンピースの人が再びサイトにやってきて
03:24
and thanked Reddit for its participation.
Redditの参加に感謝していましたが
03:26
But this wasn't really out of altruism. This was just out of interest in doing something cool.
これは利他主義ではなく 単なる興味本意から起きたことでした
03:28
And this is kind of how the Internet works.
これがインターネットの仕組みなのであり
03:31
This is that great big secret. Because the Internet provides this level playing field.
成功の秘訣です インターネットが公正な競技の場だからです
03:33
Your link is just as good as your link,
誰のリンクもみな対等です
03:36
which is just as good as my link. As long as we have a browser,
ブラウザさえあればどこへでも行けます
03:38
anyone can get to any website no matter how big a budget you have.
予算の大小は関係ありません
03:40
That is, as long as you can keep net neutrality in place.
ネットの中立性が保たれる限りそうなのです
03:42
The other important thing is that it costs nothing to get that content online now.
それにコンテンツをウェブに掲載するにはお金はかかりません
03:45
There are so many great publishing tools that are available,
利用できるすばらしい出版ツールがたくさんあり
03:48
it only takes a few minutes of your time now to actually produce something.
実際に何かを創出するのに数分しかかかりません
03:50
And the cost of iteration is so cheap that you might as well give it a go.
繰り返し試す費用も安いので やってみる方が得なのです
03:52
And if you do, be genuine about it. Be honest. Be up front.
やるなら誠実に正直に行ってください
03:55
And one of the great lessons that Greenpeace actually learned
グリーンピースが学んだ最も大切な教訓は
03:57
was that it's okay to lose control.
コントロールを失ってもよいことでした
03:59
It's okay to take yourself a little less seriously,
肩の力を抜きましょう
04:01
given that, even though it's a very serious cause,
たとえ目的が真剣なものであってもです
04:04
you could ultimately achieve your final goal.
最終的には目的を達することができるでしょう
04:06
And that's the final message that I want to share with all of you --
それがお伝えしたい最後のメッセージです
04:08
that you can do well online.
ネットで成功することは可能ですが
04:10
But no longer is the message going to be coming from just the top down.
メッセージはいまやトップダウンばかりではありません
04:12
If you want to succeed you've got to be okay to just lose control.
コントロールを失っても平気になってください
04:15
Thank you.
どうも有難うございました
04:17
(Applause)
(拍手)
04:19
Translator:Naomi Takeuchi
Reviewer:Yasushi Aoki

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Alexis Ohanian - Entrepreneur
Alexis Ohanian is the co-founder an executive chairman of Reddit, a social-voting news website with geek allegiances, a small-town feel and a penchant for lighting up the memes your friends IM you about next week.

Why you should listen

Reddit, co-founded by Alexis Ohanian and friend Steve Huffman, has become one of the World Wide Web's most striking examples of democracy in action. Founded in 2005, it grew a user base of tens of thousands and quickly attracted the attention of publisher Condé Nast, which acquired it in 2006. Unlike "social bookmarking" sites (such as Delicious), Reddit fashions itself a platform for "social news," where the readers themselves control the front page by voting stories up above and down below the fold.

Ohanian left Reddit in his official capacity in 2009, but returned in 2014 as executive chairman. He has continued to be involved with the site's direction as a sort of godfather, dispensing friendly wisdom (and t-shirts) from his user account, kn0thing. Of late, he's focusing on Breadpig, a hub for geeky books and merchandise. In early 2010, he spent three months in Armenia as a Kiva Fellow.

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