TEDIndia 2009
Alexis Ohanian: How to make a splash in social media
Alexis Ohanian: Hvordan man laver bølgegang i sociale medier
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I løbet af 4 underholdende og hæsblæsende minutter fortæller Alexis Ohanian fra Reddit den sandfærdige fabel om en pukkelhvals rejse til Web-berømmelse. Lektionen om Hr. Bølgebuks er en sikker vinder for alle bloggere og marketing folk i denne Facebook tidsalder.
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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Nåh, men der er jo en masse web 2.0 konsulenter, som tjener en hulens masse penge.
00:19
In fact, they make their livings on this kind of stuff.
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Rent faktisk, formår de at leve af det.
00:21
I'm going to try and save you all the time and all the money
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Jeg vil forsøge at spare jer tid og penge,
00:23
and go through it in the next three minutes, so bear with me.
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og bare gennemgå det i løbet af de næste tre minutter, så bær over med mig.
00:26
Started a website back in 2005, with a few friends of mine,
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Jeg startede et website i 2005, sammen med et par venner,
00:28
called Reddit.com.
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kaldet Reddit.com.
00:30
That's what you'd call a social news website.
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Det er, hvad man vil kalde et socialt nyhedssite.
00:32
Basically all that means is that the democratic front page
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Ganske enkelt, betyder det blot, at den demokratiske forside
00:34
is the best stuff on the web. You find some interesting content,
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indeholder det bedste fra nettet. Du finder et interessant emne,
00:36
say a TEDTalk,
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lad os sige en tale fra TEDTalk,
00:38
submit it to Reddit, and the community of your peers
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du tilføjer den til Reddit, og netværket af brugere
00:40
will vote it up if they like it, vote it down if they don't.
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stemmer for eller imod den, afhængigt af deres indtryk.
00:42
And that creates the front page. It's always rising, falling, always changing.
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Og det udgør forsiden. Den er altså altid stigende, faldende, altid skiftende.
00:45
About a half million people visit every day. But this isn't about Reddit.
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Der er omkring en halv million besøgende hver dag. Men det her handler ikke om Reddit.
00:48
This is actually about discovering new things that pop up on the web.
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Det her handler faktisk om at opdage nye ting, som kommer frem på nettet.
00:51
Because in the last four years we've seen all kinds of memes,
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For i løbet af de sidste fire år, har vi set alle mulige slags slagord,
00:54
all kinds of trends get born right on our front page.
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alle mulige trends, der har opstået direkte på vores forside.
00:56
But this isn't even about Reddit itself.
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Men det her handler ikke om selve Reddit.
00:58
It's actually about humpback whales.
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Det handler faktisk om pukkelhvaler.
01:00
Well, okay, technically it's actually about Greenpeace,
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Ja okay, teknisk set handler det om Greenpeace,
01:02
which is an environmental organization that wanted to stop
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som er en miljøorganisation, der ønskede at stoppe
01:04
the Japanese government on their whaling campaign.
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den japanske regering i deres hvalfangstkampagne.
01:06
These humpback whales were getting killed.
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Disse pukkelhvale blev dræbt.
01:08
They wanted to put an end to it. And one of the ways they wanted to do it
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De ønskede at sætte en stopper for dette. Og en af måderne de ønskede at gøre det på
01:11
was to put a tracking chip inside one of these humpback whales.
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var ved at indføre en sporingschip i en af disse pukkelhvaler.
01:13
But to really kind of personify the movement, they wanted to name it.
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Men for virkelig at personliggøre bevægelsen, ønskede de at navngive den.
01:16
So, in true web fashion they put together a poll
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Så i bedste internetstil lavede de en afstemning,
01:19
where they had a bunch of very erudite, very thoughtful, cultured names.
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hvor de præsenterede en lang række meget lærde, meget eftertænksomme, kulturelle navne.
01:22
I believe this is a Farsi word for "immortal."
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Jeg mener, det her er et persisk ord for "udødelig."
01:24
I think this means "divine power of the ocean"
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Jeg tror, det her betyder "guddommelige kraft af havet"
01:27
in a Polynesian language.
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på et polynesisk sprog.
01:29
And then there was this: Mister Splashy Pants.
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Og så var den her: Hr. Bølgebuks.
01:32
(Laughter)
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(Latter)
01:33
And this, this was special. Mister Pants, or Splashy, to his friends,
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Og dette, det var specielt. Hr. Buks, eller Bølgen blandt venner,
01:36
was very popular on the Internet.
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var enormt populær på nettet.
01:38
In fact, someone on Reddit thought,
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Faktisk, var der nogen på Reddit, der tænkte,
01:40
"Oh, what a great thing, we should all vote this up."
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"Hey, sikke en fantastisk ting, vi burde allesammen stemme for det her."
01:42
And, you know, Redditors responded and all agreed.
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Og ved I hvad, Reddit tilhængere besvarede og alle var enige.
01:44
So, the voting started and we actually got behind it ourselves.
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Så afstemningen startede, og vi bakkede faktisk også selv op om det.
01:47
We changed our logo, for the day, from the alien
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Vi ændrede vores logo, den dag, fra et rumvæsen
01:49
to a Splashy, to sort of help the cause.
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til en Bølgebuks, for ligesom at støtte op om sagen.
01:51
And it wasn't long before other sites like Fark
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Og det varede ikke længe før andre websites som Fark,
01:53
and Boing Boing and the rest of the Internet started saying,
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Boing Boing og resten af internettet begyndte at sige:
01:55
"Yes! We love Splashy Pants."
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"Ja! Vi elsker Hr. Bølgebuks."
01:57
So, it went from about five percent, which was when this meme started,
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Så det gik fra omkring fem procent, som var da det startede,
02:01
to 70 percent at the end of voting.
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til 70 procent ved afstemningens afslutning.
02:04
Which is pretty impressive right? We won! Mister Splashy Pants
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Hvilket er ret imponerende, ikke? Vi vandt! Hr. Bølgebuks
02:06
was chosen. Hmm, just kidding. Okay.
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var blevet valgt. Hmm, det pjat. Okay.
02:08
So, Greenpeace actually wasn't that crazy about it,
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Nåh, men Greenpeace var faktisk ikke så begejstrede for det,
02:10
because they wanted one of their more thoughtful names to win.
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fordi de ønskede, at et af deres mere eftertænksomme navne skulle vinde.
02:13
So they said, "No, no, just kidding. We'll give it another week of voting."
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Så de sagde, "Nej nej, det er for sjov. Vi giver det lige en uges afstemning mere."
02:16
Well, that got us a little angry.
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Nå, men det gjorde jo os en smule vrede.
02:18
So, we changed it to Fightin' Splashy.
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Så vi ændrede det til Bekrigende Bølgebuks
02:20
(Laughter)
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(Latter)
02:21
And the Reddit community, really,
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Og hele Reddit fællesskabet,
02:23
and the rest of the internet, rather, really got behind this.
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eller resten af internettet faktisk, støttede op omkring dette.
02:25
Facebook groups were getting created. Facebook applications were getting created.
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Grupper og applikationer på Facebook blev etableret.
02:28
The idea was, "Vote your conscience," vote for Mister Splashy Pants.
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Ideen var, "Stem din samvittighed," stem for Hr. Bølgebuks.
02:31
And people were putting up signs in the real world --
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Og folk begyndte at sætte skilte op ude i den rigtige verden -
02:33
(Laughter) -- about this whale.
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(Latter) - med den her hval.
02:35
And this was the final vote. When all was cleared ...
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Og dette var den endelige afstemning. Da alt stod klart ...
02:37
78 percent of the votes, and to give you an idea of the landslide,
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78 procent af stemmerne, og for at give jer en ide om denne jordskredssejr,
02:39
the next highest name pulled in three. Okay?
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det næsthøjest navn fik kun tre. Okay?
02:41
So, there was a clear lesson here.
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Så der var en helt klar lektion her.
02:43
And that was that the Internet loves Mister Splashy Pants.
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Og det var at internettet elsker Hr. Bølgebuks.
02:45
Which is obvious. It's a great name.
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Hvilket jo er klart. Det er et fantastisk navn.
02:47
Everyone wants to hear their news anchor say, "Mister Splashy Pants."
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Alle vil da gerne høre deres nyhedsvært sige, "Hr. Bølgebuks."
02:50
(Laughter)
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(Latter)
02:51
And I think that's what helped drive this.
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Og jeg tror, det var det, der var med til at drive det her.
02:53
But what was cool was that the repercussions now for Greenpeace
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Men det der var virkelig sejt, var at følgerne for Greenpeace
02:55
was, they created an entire marketing campaign around it.
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førte til, at de byggede en hel marketingskampagne op omkring det.
02:58
They sell Mister Splashy Pants shirts and pins.
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De sælger Hr. Bølgebuks t-shirts og knappenåle.
03:00
They even created an e-card so you could send your friend a dancing Splashy.
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De lavede sågar et e-kort, så du kunne sende en dansende Bølgebuks til dine venner.
03:03
But what was even more important was the fact that they actually
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Men hvad der var endnu mere vigtigt var, at de rent faktisk
03:05
accomplished their mission. The Japanese government called off
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gennemførte deres mission. Den japanske regering afblæste
03:07
their whaling expedition. Mission accomplished.
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deres hvalekspedition. Mission fuldført.
03:09
Greenpeace was thrilled. The whales were happy. That's a quote.
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Greenpeace var ekstatiske. Hvalerne var glade. Det er et citat.
03:12
(Laughter)
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(Latter)
03:14
And actually, Redditors in the Internet community
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Og faktisk var Reddit brugerne
03:17
were happy to participate, but they weren't whale lovers.
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glade for at deltage, og de var jo ikke hvalelskere.
03:20
A few of them certainly were. But we're talking about a lot of people
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Nogle få af dem var helt sikkert. Men vi taler om rigtig mange mennesker,
03:22
who were just really interested and really caught up in this great meme,
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som bare var rigtig interesserede og blev fanget af denne fantastiske event;
03:24
and in fact someone from Greenpeace came back on the site
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og faktisk var der nogen fra Greenpeace, som vendte tilbage til websitet
03:26
and thanked Reddit for its participation.
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og takkede Reddit for dets deltagelse.
03:28
But this wasn't really out of altruism. This was just out of interest in doing something cool.
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Men det var ikke gjort af næstekærlighed. Det var udelukkende gjort med henblik på at gøre noget fedt.
03:31
And this is kind of how the Internet works.
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Og det er lidt sådan internettet fungerer.
03:33
This is that great big secret. Because the Internet provides this level playing field.
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Det her, er den der meget store hemmelighed. Fordi at internettet forsyner os med denne legeplads.
03:36
Your link is just as good as your link,
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Dit link er ligeså godt som dit link,
03:38
which is just as good as my link. As long as we have a browser,
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som er ligeså godt som mit link. Så længe man har en browser,
03:40
anyone can get to any website no matter how big a budget you have.
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kan alle tilgå et hvilket som helst website, ligemeget hvor stort et budget man har.
03:42
That is, as long as you can keep net neutrality in place.
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Altså, så længe man værner om internettets neutralitet.
03:45
The other important thing is that it costs nothing to get that content online now.
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Den anden ting er, at det ikke koster noget at lægge indholdet på nettet i dag.
03:48
There are so many great publishing tools that are available,
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Der er så mange fantastiske publiseringsværktøjer til rådighed,
03:50
it only takes a few minutes of your time now to actually produce something.
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at det kun tager få minutter af din tid, før du faktisk har skabt noget.
03:52
And the cost of iteration is so cheap that you might as well give it a go.
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Og omkostningen ved gentagelse er så billig, at du ligeså godt kan give det et forsøg.
03:55
And if you do, be genuine about it. Be honest. Be up front.
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Og hvis du gør det, så vær oprigtig. Vær ærlig. Vær direkte.
03:57
And one of the great lessons that Greenpeace actually learned
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Og en af de helt store lektioner som Greenpeace faktisk lærte,
03:59
was that it's okay to lose control.
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var at det er i orden at miste kontrollen.
04:01
It's okay to take yourself a little less seriously,
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Det er okay at tage sig selv lidt mindre højtideligt,
04:04
given that, even though it's a very serious cause,
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taget i betragtning af, at selvom det er en seriøs sag,
04:06
you could ultimately achieve your final goal.
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kan man i sidste ende nå sine mål.
04:08
And that's the final message that I want to share with all of you --
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Og det er sådan set den endelige besked, som jeg vil dele med jer -
04:10
that you can do well online.
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at man kan gøre noget godt online.
04:12
But no longer is the message going to be coming from just the top down.
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Men den besked behøver ikke længere komme fra toppen og ned.
04:15
If you want to succeed you've got to be okay to just lose control.
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Hvis du vil opnå succes, skal du være klar på at miste kontrollen.
04:17
Thank you.
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Tak.
04:19
(Applause)
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(Bifald)
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