TEDIndia 2009
Alexis Ohanian: How to make a splash in social media
Aleksis Ohanian: Kako napraviti pljusak u društvenim medijima
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U duhovite četiri minute, Aleksis Ohanian (Alexis Ohanian) iz "Redit-a" ispričaće priču iz stvarnog života o usponu jednog grbavog kita do statusa filmske zvezde. Lekcija Gospodina "Splashy Pants" je pobednički klasik za sve tvorce ideja i oglašivače u dobu Facebooka.
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
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
Double-click the English transcript below to play the video.
00:15
So, now, there are a lot of web 2.0 consultants who make a lot of money.
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Dakle, sada, postoji puno web 2.0 konsultanata koji zarađuju puno novca.
00:19
In fact, they make their livings on this kind of stuff.
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Ustvari, oni žive od toga.
00:21
I'm going to try and save you all the time and all the money
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Pokušaću da vam sačuvam svo vreme i sav novac
00:23
and go through it in the next three minutes, so bear with me.
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i proći kroz ovo u sledećih 3 minuta, budite strpljivi.
00:26
Started a website back in 2005, with a few friends of mine,
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Pokrenuo sam web stranicu 2005. godine, sa nekim svojim prijateljima,
00:28
called Reddit.com.
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koja se zove "Reddit.com".
00:30
That's what you'd call a social news website.
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To je ono što biste nazvali sajtom za novosti iz društva.
00:32
Basically all that means is that the democratic front page
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U osnovi to znači da je demokratska početna stranica
00:34
is the best stuff on the web. You find some interesting content,
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najbolja stvar na internetu. Pronađete neki zanimljivi sadržaj,
00:36
say a TEDTalk,
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na primer TEDTalk,
00:38
submit it to Reddit, and the community of your peers
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postavite to na "Redit" i vaša zajednica ravnopravnih
00:40
will vote it up if they like it, vote it down if they don't.
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će glasanjem pomeriti vest na gore ako im se sviđa i na dole ako im se ne sviđa.
00:42
And that creates the front page. It's always rising, falling, always changing.
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I to stvara početnu stranicu. Uvek se penje, spušta, uvek menja.
00:45
About a half million people visit every day. But this isn't about Reddit.
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Oko pola miliona ljudi je poseti svakog dana. Ali nije stvar u "Reditu".
00:48
This is actually about discovering new things that pop up on the web.
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Ovo je ustvari o otkrivanju novih stvari koje se pojavljuju na internetu.
00:51
Because in the last four years we've seen all kinds of memes,
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U zadnje 4 godine smo videli svakakve ideje,
00:54
all kinds of trends get born right on our front page.
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razni trendovi su se stvarali na početnoj stanici
00:56
But this isn't even about Reddit itself.
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Ali ovo nije ni o samom "Reditu".
00:58
It's actually about humpback whales.
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Ovo je ustvari o grbavim kitovima.
01:00
Well, okay, technically it's actually about Greenpeace,
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Pa, dobro, ovo je ustvari o "Grinpisu",
01:02
which is an environmental organization that wanted to stop
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ekološkoj organizaciji koja je htela da zaustavi
01:04
the Japanese government on their whaling campaign.
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japansku vladu i njihovu kampanju o kitovima.
01:06
These humpback whales were getting killed.
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Ovi kitovi su bili ubijani.
01:08
They wanted to put an end to it. And one of the ways they wanted to do it
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Hteli su da to zaustave. I jedan od načina je to
01:11
was to put a tracking chip inside one of these humpback whales.
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da stave čip za praćenje u jednog od tih kitova.
01:13
But to really kind of personify the movement, they wanted to name it.
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Ali da bi se personalizovao pokret, hteli su da mu daju neko ime.
01:16
So, in true web fashion they put together a poll
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Pa su u pravoj internet modi sastavli anketu
01:19
where they had a bunch of very erudite, very thoughtful, cultured names.
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gde su imali gomilu vrlo obrazovanih, promišljenih, kulturnih imena.
01:22
I believe this is a Farsi word for "immortal."
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Verujem da ovo reč za 'besmrtnost' na Farsi jeziku.
01:24
I think this means "divine power of the ocean"
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Mislim da ovo znači 'božanska snaga okeana'
01:27
in a Polynesian language.
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na polinezijskom jeziju.
01:29
And then there was this: Mister Splashy Pants.
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I onda je bilo ovo: "Mister Splashy Pants" (Gospodin Pljušteće Pantalone)
01:32
(Laughter)
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(Smeh)
01:33
And this, this was special. Mister Pants, or Splashy, to his friends,
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I ovo je bilo posebno. "Mister Pants", ili "Splashy", za prijatelje,
01:36
was very popular on the Internet.
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je bio veoma popularan na internetu.
01:38
In fact, someone on Reddit thought,
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Ustvari, neko je smislio na "Reditu",
01:40
"Oh, what a great thing, we should all vote this up."
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'Oh, kakva super stvar, trebalo bi da ovo izglasamo gore.'
01:42
And, you know, Redditors responded and all agreed.
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I, kako znate, "Redit" ekipa je odgovorila i svi su se složili.
01:44
So, the voting started and we actually got behind it ourselves.
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Pa je glasanje počelo i mi smo stali iza toga.
01:47
We changed our logo, for the day, from the alien
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I promenili smo logo, na jedan dan, od vanzemaljca
01:49
to a Splashy, to sort of help the cause.
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u Splashy-ja, da na neki način pomognemo pokretu.
01:51
And it wasn't long before other sites like Fark
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Nije prošlo dugo pre nego što su druge stranice kao "Fark"
01:53
and Boing Boing and the rest of the Internet started saying,
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i "Boing Boing" i ostatak interneta počeli da govore,
01:55
"Yes! We love Splashy Pants."
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'Da. Mi volimo Splashy Pants.'
01:57
So, it went from about five percent, which was when this meme started,
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Tako da je na kraju s 5%, s koliko je počela ova ideja, završila
02:01
to 70 percent at the end of voting.
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na 70% na kraju glasanja.
02:04
Which is pretty impressive right? We won! Mister Splashy Pants
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Što je baš impresivno, zar ne ? Pobedili smo! Gospodin "Splashy Pants"
02:06
was chosen. Hmm, just kidding. Okay.
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je izabran. Hmm, samo se šalim. Ok.
02:08
So, Greenpeace actually wasn't that crazy about it,
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"Grinpis" i nije baš bio lud za njim,
02:10
because they wanted one of their more thoughtful names to win.
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jer su hteli da neko od njihovih bolje promišljenih imena pobedi.
02:13
So they said, "No, no, just kidding. We'll give it another week of voting."
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Rekli su 'Ne, ne, samo se šalimo. Daćemo još jednu nedelju glasanja.'
02:16
Well, that got us a little angry.
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Pa, to nas je malo naljutilo.
02:18
So, we changed it to Fightin' Splashy.
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Pa smo ga promenili u "Fightin' Splashy" (Borbeni Splashy).
02:20
(Laughter)
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(Smeh)
02:21
And the Reddit community, really,
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I "Redit" zajednica, stvarno,
02:23
and the rest of the internet, rather, really got behind this.
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i ostatak interneta, je stvarno stao iza ovoga.
02:25
Facebook groups were getting created. Facebook applications were getting created.
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Počele su da se stvaraju "Facebook" stranice i "Facebook" aplikacije.
02:28
The idea was, "Vote your conscience," vote for Mister Splashy Pants.
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Ideja je bila, 'Glasajte za svoju savest, glasajte za Gospodina Splashy Pants-a.
02:31
And people were putting up signs in the real world --
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Ljudi su počeli da stavljaju znakove u stvarnom svetu --
02:33
(Laughter) -- about this whale.
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(Smeh) -- o ovom kitu.
02:35
And this was the final vote. When all was cleared ...
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To je bio završni glas. Kada se sve raščistilo...
02:37
78 percent of the votes, and to give you an idea of the landslide,
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78% glasova i da biste shvatili priču,
02:39
the next highest name pulled in three. Okay?
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sledeće najpopularnije ime je imalo 3%. Ok?
02:41
So, there was a clear lesson here.
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Ovde se videla dobra lekcija.
02:43
And that was that the Internet loves Mister Splashy Pants.
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Internet voli Gospodina Splashy Pantsa-a.
02:45
Which is obvious. It's a great name.
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Što je očigledno. Ime je odlično.
02:47
Everyone wants to hear their news anchor say, "Mister Splashy Pants."
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Svi žele da čuju voditelje svojih vesti kako kažu, 'Mister Splashy Pants.'
02:50
(Laughter)
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(Smeh)
02:51
And I think that's what helped drive this.
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I mislim da je to ono što je ovo pokretalo.
02:53
But what was cool was that the repercussions now for Greenpeace
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Bilo je super to što su sada posledice za "Grinpis"
02:55
was, they created an entire marketing campaign around it.
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te da su napravili celu marketinšku kampanju oko toga.
02:58
They sell Mister Splashy Pants shirts and pins.
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Prodaju "Mister Splashy Pants" majice i značke.
03:00
They even created an e-card so you could send your friend a dancing Splashy.
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Napravili su i e-razglednice koje možete poslati prijateljima.
03:03
But what was even more important was the fact that they actually
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Najbitnije od svega je da su ustvari uspeli
03:05
accomplished their mission. The Japanese government called off
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da završe svoju misiju. Japanska vlada je odustala
03:07
their whaling expedition. Mission accomplished.
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od svoje ekspedicije na kitove. Misija obavljena.
03:09
Greenpeace was thrilled. The whales were happy. That's a quote.
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"Grinpis" je bio oduševljen. Kitovi su bili srećni. To je citat.
03:12
(Laughter)
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(Smeh)
03:14
And actually, Redditors in the Internet community
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I Redit ekipa je bila srećna
03:17
were happy to participate, but they weren't whale lovers.
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što je učestvovala, ali oni nisu bili ljubitelji kitova.
03:20
A few of them certainly were. But we're talking about a lot of people
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Neki od njih sigurno jesu. Ali govorimo o puno ljudi
03:22
who were just really interested and really caught up in this great meme,
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koji su stvarno bili zainteresovani ovom super idejom
03:24
and in fact someone from Greenpeace came back on the site
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i neko iz "Grinpisa" se vratio na sajtu
03:26
and thanked Reddit for its participation.
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i zahvalio Reditu na učešću.
03:28
But this wasn't really out of altruism. This was just out of interest in doing something cool.
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Ali ovo nije bilo zbog altruizma. Ovo je zbog toga da se uradi nešto kul.
03:31
And this is kind of how the Internet works.
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I ovako nekako internet radi.
03:33
This is that great big secret. Because the Internet provides this level playing field.
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To je velika tajna. Jer internet pruža ovakav nivo igranja.
03:36
Your link is just as good as your link,
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Tvoj link je dobar kao njegov link,
03:38
which is just as good as my link. As long as we have a browser,
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koji je dobar koliko i moj link. Dokle god imamo pretraživač,
03:40
anyone can get to any website no matter how big a budget you have.
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svako može da dođe na bilo koju web stranicu bez obzira na svoj budžet.
03:42
That is, as long as you can keep net neutrality in place.
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Tako je, dokle god držite mrežu neutralnim mestom.
03:45
The other important thing is that it costs nothing to get that content online now.
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Najbitnije je da vas danas ništa ne košta da postavite sadržaj onlajn.
03:48
There are so many great publishing tools that are available,
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Postoji toliko dobrih alata za objavljivanje
03:50
it only takes a few minutes of your time now to actually produce something.
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i potrebno je samo par minuta vašeg vremena da stvorite nešto.
03:52
And the cost of iteration is so cheap that you might as well give it a go.
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Pošto je cena ponavljanja toliko mala zašto ne biste probali.
03:55
And if you do, be genuine about it. Be honest. Be up front.
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I ako probate, budite originalni. Iskreni. Direktni.
03:57
And one of the great lessons that Greenpeace actually learned
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Bitna lekcija koju je "Grinpis" naučio je da
03:59
was that it's okay to lose control.
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je ponekad u redu izgubiti kontrolu.
04:01
It's okay to take yourself a little less seriously,
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U redu je shvatiti sve manje ozbiljno,
04:04
given that, even though it's a very serious cause,
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iako je pokret vrlo ozbiljan,
04:06
you could ultimately achieve your final goal.
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na kraju možete postići svoj konačni cilj.
04:08
And that's the final message that I want to share with all of you --
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I to je poslednja poruka koju želim da podelim sa vama --
04:10
that you can do well online.
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da možete uspeti na internetu.
04:12
But no longer is the message going to be coming from just the top down.
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Poruka više neće dolaziti samo s vrha na dole.
04:15
If you want to succeed you've got to be okay to just lose control.
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Ako želite da uspete morate biti u redu s tim da jednostavno izgubite kontrolu.
04:17
Thank you.
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Hvala vam.
04:19
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Alexis Ohanian - EntrepreneurAlexis 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.
Alexis Ohanian | Speaker | TED.com