TED2012
Renny Gleeson: 404, the story of a page not found
Renny Gleeson: 404, historien om en side, der ikke blev fundet
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Ups! Ingen vil se 404: Siden Blev Ikke Fundet. Men som Renny Gleeson viser os, mens han bladrer gennem et diasshow af kreative og sjove 404-sider, er hver fejl virkelig en mulighed for at bygge et bedre forhold.
Renny Gleeson - Skeptimist
Renny Gleeson helps navigate brands through fresh concepts, such as viral marketing and social media, to find the pulse of the modern consumer. Full bio
Renny Gleeson helps navigate brands through fresh concepts, such as viral marketing and social media, to find the pulse of the modern consumer. Full bio
Double-click the English transcript below to play the video.
00:15
So what I want to try to do is tell a quick story
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Hvad jeg vil forsøge, er at fortælle en kort historie
00:18
about a 404 page and a lesson that was learned as a result of it.
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om en 404-side og en lektie, der blev lært som resultat.
00:22
But to start it probably helps to have an understanding
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Men som start hjælper det nok at forstå,
00:25
of what a 404 page actually is.
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hvad en 404-side egentlig er.
00:28
The 404 page is that.
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404-siden er dette.
00:31
It's that broken experience on the Web.
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Det er den ødelagte oplevelse på nettet.
00:34
It's effectively the default page
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Det er i bund og grund standardsiden,
00:36
when you ask a website for something and it can't find it.
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når man beder en hjemmeside om noget, og den ikke kan finde det.
00:39
And it serves you the 404 page.
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Og den serverer 404-siden.
00:42
It's inherently a feeling of being broken when you go through it.
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Det er i sig selv en følelse af at være ødelagt, når man gennemgår den.
00:47
And I just want you to think a little bit about, remember for yourself,
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Og jeg vil have jer til at tænke en smule, huske,
00:49
it's annoying when you hit this thing.
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det er irriterende, når man rammer denne.
00:52
Because it's the feeling of a broken relationship.
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For det er følelsen af et ødelagt forhold.
00:55
And that's where it's actually also interesting to think about,
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Og det er, hvor det også er interessant at tænke over,
00:57
where does 404 come from?
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hvor kommer 404 fra?
00:59
It's from a family of errors actually --
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Den er faktisk af en familie af fejl --
01:01
a whole set of relationship errors,
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et helt sæt af forholdsfejl,
01:03
which, when I started digging into them,
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som, da jeg startede at grave ned i dem,
01:06
it looks almost like a checklist for a sex therapist or a couples couselor.
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ligner det næsten en huskeliste for en sexterapeut eller parkonsulent.
01:10
You sort of get down there to the bottom and things get really dicey.
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Man kommer derned til bunden og tingene bliver virkelig farlige.
01:14
(Laughter)
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(Latter)
01:16
Yes.
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Ja.
01:18
But these things are everywhere.
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Men disse er overalt.
01:21
They're on sites big, they're on sites small.
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De er på store sider, de er på små sider.
01:23
This is a global experience.
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Dette er en global oplevelse.
01:26
What a 404 page tells you
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Hvad en 404-side siger jer,
01:29
is that you fell through the cracks.
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er at man faldt gennem revnerne.
01:33
And that's not a good experience
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Og det er ikke en god oplevelse,
01:35
when you're used to experiences like this.
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når man er vant til oplevelser som denne.
01:37
You can get on your Kinect
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Man kan komme på sin Kinect,
01:39
and you can have unicorns dancing
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og man kan få dansende enhjørninge,
01:41
and rainbows spraying out of your mobile phone.
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og regnbuer sprøjtende ud af sin mobil.
01:43
A 404 page is not what you're looking for.
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En 404-side er ikke, hvad man leder efter.
01:45
You get that, and it's like a slap in the face.
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Man får den, og det er som et slag i ansigtet.
01:49
Trying to think about how a 404 felt,
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At prøve at huske, hvordan en 404 føltes,
01:51
and it would be like if you went to Starbucks
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og det ville være som, hvis man tog på Starbucks,
01:53
and there's the guy behind the counter
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og der er fyren bag disken,
01:55
and you're over there and there's no skim milk.
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og man er derovre, og der er ingen skummetmælk.
01:57
And you say, "Hey, could you bring the skim milk?"
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Og man siger, "Hey, kunne du komme med skummetmælken?"
01:59
And they walk out from behind the counter and they've got no pants on.
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Og de går ud fra bag disken, og de har ingen bukser på.
02:01
And you're like, "Oh, I didn't want to see that."
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Og man tænker, "Åh, det ville jeg ikke se."
02:04
That's the 404 feeling.
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Det er 404-følelsen.
02:06
(Laughter)
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(Latter)
02:07
I mean, I've heard about that.
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Jeg mener, jeg har hørt om det.
02:10
So where this comes into play and why this is important
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Så hvor dette kommer ind i billedet og er vigtigt,
02:14
is I head up a technology incubator,
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er jeg leder en teknologikuvøse,
02:15
and we had eight startups sitting around there.
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og vi havde otte nystartere siddende der.
02:17
And those startups are focused on what they are, not what they're not,
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Og de nystartere er fokuserede på, hvad de er, ikke hvad de ikke er,
02:20
until one day Athletepath,
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indtil Athletepath en dag,
02:22
which is a website that focuses on services for extreme athletes,
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en hjemmeside, der fokuserer på ydelser for ekstremsportsudøvere,
02:26
found this video.
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fandt denne video.
02:27
(Video) Guy: Joey!
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(Video) Mand: Joey!
02:31
Crowd: Whoa!
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Publikum: Åhh!
02:35
Renny Gleeson: You just ... no, he's not okay.
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Renny Gleeson: Og man ... nej, han er ikke okay.
02:39
They took that video and they embedded it in their 404 page
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De tog den video, og de indsatte den i deres 404-side,
02:43
and it was like a light bulb went off for everybody in the place.
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og det var som om, et lys gik op for alle.
02:46
Because finally there was a page
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For endelig var der en side,
02:48
that actually felt like what it felt like to hit a 404.
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der virkelig føltes som, når man rammer en 404.
02:52
(Laughter)
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(Latter)
02:53
(Applause)
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(Bifald)
02:55
So this turned into a contest.
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Så dette blev til en konkurrence.
02:57
Dailypath that offers inspiration
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Dailypath, der tilbyder inspiration,
03:00
put inspiration on their 404 page.
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lagde inspiration på deres 404-side.
03:02
Stayhound, which helps you find pet sitters through your social network,
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Stayhound, der hjælper med at finde kæledyrspassere gennem dit sociale netværk,
03:06
commiserated with your pet.
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ynkede gennem dit kæledyr.
03:08
Each one of them found this.
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Hver af dem fandt dette.
03:09
It turned into a 24-hour contest.
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Det blev til en 24-timers konkurrence.
03:10
At 4:04 the next day, we gave out $404 in cash.
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Kl 4:04 næste dag uddelte vi $404 kontant.
03:14
And what they learned
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Og hvad de lærte,
03:15
was that those little things, done right, actually matter,
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var at de små ting, gjort rigtigt, faktisk tæller,
03:17
and that well-designed moments can build brands.
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og at veldesignede øjeblikke kan bygge brands.
03:20
So you take a look out in the real world,
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Så man tager et kig ud i den virkelige verden,
03:22
and the fun thing is you can actually hack these yourself.
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og det sjove er, man faktisk selv kan hacke disse.
03:24
You can type in an URL and put in a 404 and these will pop.
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Man kan taste en URL ind og sætte en 404 ind og disse vil vise sig.
03:27
This is one that commiserates with you.
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Dette er en, der føler med dig.
03:29
This is one that blames you.
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Denne skyder skylden på dig.
03:31
This is one that I loved.
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Denne elskede jeg.
03:33
This is an error page,
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Dette er en fejlside,
03:35
but what if this error page was also an opportunity?
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men hvad hvis denne fejlside også
var en mulighed?
var en mulighed?
03:39
So it was a moment in time
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Så det var et øjeblik,
03:41
where all of these startups had to sit and think
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hvor alle disse nystartere skulle sidde og tænke
03:44
and got really excited about what they could be.
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og blev virkelig ophidsede over, hvad de kunne være.
03:46
Because back to the whole relationship issue,
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For tilbage til hele forholdssagen,
03:49
what they figured out through this exercise
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hvad de fandt ud af gennem denne øvelse,
03:51
was that a simple mistake can tell me what you're not,
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var, at en enkel fejltagelse kan fortælle mig,
hvad I ikke er,
hvad I ikke er,
03:54
or it can remind me of why I should love you.
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eller den kan minde mig om,
hvorfor jeg bør elske jer.
hvorfor jeg bør elske jer.
03:57
Thank you.
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Tak.
03:59
(Applause)
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(Bifald)
ABOUT THE SPEAKER
Renny Gleeson - SkeptimistRenny Gleeson helps navigate brands through fresh concepts, such as viral marketing and social media, to find the pulse of the modern consumer.
Why you should listen
Renny Gleeson is a skeptical/optimist. He leads interactive strategy for ad agency Wieden+Kennedy who started his career as a game developer. He has been wondering what we can learn about ourselves through the millions of deaths taking place inside video games. He serves on the board of directors of Rhizome.org and is the co-founder of the PIE tech accelerator in Portland, Oregon. A mentor for tech accelerators and startups worldwide, he believes stories -- from cave paintings to interfaces to video games -- shape worlds.
Renny Gleeson | Speaker | TED.com