TEDIndia 2009
Alexis Ohanian: How to make a splash in social media
Alexis Ohanian: Com submergir-se en les xarxes socials
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En uns divertits i rapidíssims 4 minuts Alexis Ohanian de Reddit explica la faula real de l'arribada a la fama Web d'una balena geperuda. La lliçó del Senyor Splashy Pants (pantalons esquitxats) és un clàssic guanyador per als creadors de "memes" i els que es dediquen al màrqueting en l'era de Facebook.
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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Bé, ara hi ha molts consultors de web 2.0 que fan molts diners.
00:19
In fact, they make their livings on this kind of stuff.
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De fet, en viuen, d'aquestes coses.
00:21
I'm going to try and save you all the time and all the money
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Provaré d'estalviar-vos tot el temps i els diners
00:23
and go through it in the next three minutes, so bear with me.
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i analitzar-ho en els propers tres minuts, aguanteu-me.
00:26
Started a website back in 2005, with a few friends of mine,
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Vaig començar una web el 2005, amb alguns amics,
00:28
called Reddit.com.
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anomenada Reddit.com
00:30
That's what you'd call a social news website.
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És el que diríeu una web de notícies socials.
00:32
Basically all that means is that the democratic front page
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Bàsicament això vol dir que la portada democràtica
00:34
is the best stuff on the web. You find some interesting content,
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és el millor que hi ha a la web. Hi trobareu continguts interessants,
00:36
say a TEDTalk,
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per exemple una xerrada TED
00:38
submit it to Reddit, and the community of your peers
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la pengeu a Reddit, i la comunitat
00:40
will vote it up if they like it, vote it down if they don't.
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votarà a favor si els hi agrada, votarà en contra si no.
00:42
And that creates the front page. It's always rising, falling, always changing.
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I això crea la portada. Sempre està pujant, baixant, sempre canviant.
00:45
About a half million people visit every day. But this isn't about Reddit.
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Prop de mig milió de persones la visiten cada dia. Però no es tracta de Reddit.
00:48
This is actually about discovering new things that pop up on the web.
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Es tracta de descobrir coses noves que apareixen a la web.
00:51
Because in the last four years we've seen all kinds of memes,
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Perquè en els darrers quatre anys hem vist tot tipus de memes,
00:54
all kinds of trends get born right on our front page.
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tot tipus de tendències neixen a la nostra portada.
00:56
But this isn't even about Reddit itself.
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Però no es tracta de Reddit mateix.
00:58
It's actually about humpback whales.
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Es tracta de les balenes geperudes.
01:00
Well, okay, technically it's actually about Greenpeace,
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Bé, d'acord, tècnicament es tracta de Greenpeace,
01:02
which is an environmental organization that wanted to stop
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que és una organització mediambiental que volia aturar
01:04
the Japanese government on their whaling campaign.
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el govern japonès en la seva campanya balenera.
01:06
These humpback whales were getting killed.
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Estaven matant les balenes geperudes.
01:08
They wanted to put an end to it. And one of the ways they wanted to do it
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Volien aturar-ho. I una de les maneres en què volien fer-ho
01:11
was to put a tracking chip inside one of these humpback whales.
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era posar xips de seguiment a les balenes geperudes.
01:13
But to really kind of personify the movement, they wanted to name it.
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Però per personificar el moviment, van voler posar-li nom.
01:16
So, in true web fashion they put together a poll
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I a l'estil autènticament web van penjar una enquesta
01:19
where they had a bunch of very erudite, very thoughtful, cultured names.
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on hi havia una pila de noms molt erudits, molt repensats i molt cultes.
01:22
I believe this is a Farsi word for "immortal."
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Crec que és una paraula persa per a "inmortal".
01:24
I think this means "divine power of the ocean"
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Crec que aquesta vol dir "poder diví de l'oceà"
01:27
in a Polynesian language.
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en una llengua de Polinèsia.
01:29
And then there was this: Mister Splashy Pants.
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I després hi havia aquesta: Senyor Pantalons Esquitxats.
01:32
(Laughter)
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(Rialles)
01:33
And this, this was special. Mister Pants, or Splashy, to his friends,
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I aquest era especial. Senyor Pantalons, o Esquitx, per als seus amics,
01:36
was very popular on the Internet.
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era molt popular a Internet.
01:38
In fact, someone on Reddit thought,
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De fet, algú a Reddit va pensar,
01:40
"Oh, what a great thing, we should all vote this up."
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"Oh, què bo. Tots hauríem de votar a favor d'aquest nom. "
01:42
And, you know, Redditors responded and all agreed.
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I, sabeu què? els "Redditors" van respondre i es van posar d'acord.
01:44
So, the voting started and we actually got behind it ourselves.
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I la votació va començar i, de fet, ens vam deixar portar.
01:47
We changed our logo, for the day, from the alien
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Vam canviar el nostre logo, el mateix dia, de l'alien
01:49
to a Splashy, to sort of help the cause.
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a l'Splashy, per ajudar a la causa.
01:51
And it wasn't long before other sites like Fark
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I no va trigar abans que altres llocs web com Fark
01:53
and Boing Boing and the rest of the Internet started saying,
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i Boing Boing i la resta d'Internet comencessin a dir:
01:55
"Yes! We love Splashy Pants."
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"Sí! Ens encanta Pantalons Esquitxats!"
01:57
So, it went from about five percent, which was when this meme started,
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Així, va passar del 5%, que va ser quan el meme va començar,
02:01
to 70 percent at the end of voting.
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al 70 per cent al final de l'enquesta.
02:04
Which is pretty impressive right? We won! Mister Splashy Pants
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Que és prou impressionant, no? Vam guanyar! Senyor Pantalons Esquitxats
02:06
was chosen. Hmm, just kidding. Okay.
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va ser triat. Hmm, fent broma. D'acord.
02:08
So, Greenpeace actually wasn't that crazy about it,
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A Greenpeace, de fet, no els tornava bojos la idea
02:10
because they wanted one of their more thoughtful names to win.
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perquè volien que un dels seus noms més pensats guanyés.
02:13
So they said, "No, no, just kidding. We'll give it another week of voting."
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I van dir "No, no, era broma. Els donarem una setmana més per votar."
02:16
Well, that got us a little angry.
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Bé, ens vam enfadar una mica.
02:18
So, we changed it to Fightin' Splashy.
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I vam canviar al Guerrer Esquitxat.
02:20
(Laughter)
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(Rialles)
02:21
And the Reddit community, really,
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I la comunitat Reddit, de veritat,
02:23
and the rest of the internet, rather, really got behind this.
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i la resta d'internet ens van fer costat.
02:25
Facebook groups were getting created. Facebook applications were getting created.
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Es creaven grups de Facebook. Es creaven aplicacions de Facebook.
02:28
The idea was, "Vote your conscience," vote for Mister Splashy Pants.
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La idea era "Vota la teva consciència, vota per Senyor Pantalons Esquitxats"
02:31
And people were putting up signs in the real world --
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I la gent penjava cartells en el món real...
02:33
(Laughter) -- about this whale.
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(Rialles)... sobre aquesta balena.
02:35
And this was the final vote. When all was cleared ...
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I aquesta va ser la votació final. Quan tot es va aclarir...
02:37
78 percent of the votes, and to give you an idea of the landslide,
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78 per cent dels vots, i per donar-vos una idea de l'aclaparadora victòria
02:39
the next highest name pulled in three. Okay?
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el següent nom més votat va obtenir un tres. D'acord?
02:41
So, there was a clear lesson here.
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Hi havia una lliçó claríssima, doncs.
02:43
And that was that the Internet loves Mister Splashy Pants.
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I era que Internet adorava el Senyor Pantalons Esquitxats
02:45
Which is obvious. It's a great name.
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Que és obvi. És un gran nom.
02:47
Everyone wants to hear their news anchor say, "Mister Splashy Pants."
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Tothom vol sentir el seu presentador del telenotícies dir "Senyor Pantalons Esquitxats"
02:50
(Laughter)
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(Rialles)
02:51
And I think that's what helped drive this.
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I crec que això és el que va ajudar a dur-ho a terme.
02:53
But what was cool was that the repercussions now for Greenpeace
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Però el més guay era que les repercussions per a Greenpeace
02:55
was, they created an entire marketing campaign around it.
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van ser crear una campanya de màrqueting completa al voltant d'això.
02:58
They sell Mister Splashy Pants shirts and pins.
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Venen samarretes i pins del Senyor Pantalons Esquitxats.
03:00
They even created an e-card so you could send your friend a dancing Splashy.
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Fins i tot han creat una e-targeta perquè puguis enviar al teu amic un Esquitx ballarí.
03:03
But what was even more important was the fact that they actually
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Però el que era més important era el fet que
03:05
accomplished their mission. The Japanese government called off
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van complir la seva missió. El govern japonès va anul·lar
03:07
their whaling expedition. Mission accomplished.
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l'expedició balenera. Missió acomplerta.
03:09
Greenpeace was thrilled. The whales were happy. That's a quote.
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A Greenpeace estaven contentíssims. Les balenes eren felices. Això és una cita literal.
03:12
(Laughter)
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(Rialles)
03:14
And actually, Redditors in the Internet community
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I, de fet, els Redditors i la comunitat internauta
03:17
were happy to participate, but they weren't whale lovers.
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van estar contents de participar-hi, tot i no ser amants de les balenes.
03:20
A few of them certainly were. But we're talking about a lot of people
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Alguns de ben segur que ho eren. Però estem parlant de molta gent,
03:22
who were just really interested and really caught up in this great meme,
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que estaven molt interessats i els va cridar l'atenció aquesta gran enquesta,
03:24
and in fact someone from Greenpeace came back on the site
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i, de fet, algú de Greenpeace va tornar a la web
03:26
and thanked Reddit for its participation.
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i va agraïr a Reddit la seva participació.
03:28
But this wasn't really out of altruism. This was just out of interest in doing something cool.
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Però no es tractava realment d'altruïsme. Es tractava de fer alguna cosa 'guay'.
03:31
And this is kind of how the Internet works.
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I així és com funciona, més o menys, Internet.
03:33
This is that great big secret. Because the Internet provides this level playing field.
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Aquest és el gran secret. Perquè Internet proporciona aquest nivell de joc de camp.
03:36
Your link is just as good as your link,
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El teu enllaç és tant bo com el teu enllaç,
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which is just as good as my link. As long as we have a browser,
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que és tant bo com el meu enllaç. Mentre tinguem un navegador,
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anyone can get to any website no matter how big a budget you have.
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tothom pot anar a qualsevol web, és igual el pressupost que tinguis.
03:42
That is, as long as you can keep net neutrality in place.
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Sempre i quan puguis mantenir la neutralitat a la xarxa.
03:45
The other important thing is that it costs nothing to get that content online now.
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L'altra cosa important és que no costa res obtenir aquest contingut online ara.
03:48
There are so many great publishing tools that are available,
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Hi ha tant bones eines de publicació a l'abast,
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it only takes a few minutes of your time now to actually produce something.
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que només calen uns minuts del teu temps per a produir alguna cosa.
03:52
And the cost of iteration is so cheap that you might as well give it a go.
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I el cost d'iteració és tant barat que pots intentar-ho.
03:55
And if you do, be genuine about it. Be honest. Be up front.
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I, si ho fas, sigues genuí. Sigues honest. Sigues directe.
03:57
And one of the great lessons that Greenpeace actually learned
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I una de les grans lliçons que els de Greenpeace van aprendre
03:59
was that it's okay to lose control.
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és que està bé perdre el control.
04:01
It's okay to take yourself a little less seriously,
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Està bé prendre't a tú mateix menys seriosament.
04:04
given that, even though it's a very serious cause,
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donat que, fins essent una causa molt seriosa,
04:06
you could ultimately achieve your final goal.
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pots aconseguir la teva meta.
04:08
And that's the final message that I want to share with all of you --
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I aquest és el missatge final que vull compartir amb tots vosaltres:
04:10
that you can do well online.
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que podeu triomfar online.
04:12
But no longer is the message going to be coming from just the top down.
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Però el missatge ja no vindrà de dalt de tot.
04:15
If you want to succeed you've got to be okay to just lose control.
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Si vols tenir èxit has d'estar còmode perdent el control.
04:17
Thank you.
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Gràcies.
04:19
(Applause)
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(Aplaudiment)
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