TEDIndia 2009
Alexis Ohanian: How to make a splash in social media
Alexis Ohanian: Kako napraviti blijesak u društvenim medijima
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U duhovite četiri minute, Alexis Ohanian iz Reddit-a ispričati će priču iz stvarnog života o usponu jednog grbavog kita do statusa filmske zvijezde. Lekcija Gdina. Splashy Pants je pobjednički klasik za sve meme tvorce 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 konzultanata 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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Pokušati ću vam sačuvati sve vrijeme i sav vaš novac
00:23
and go through it in the next three minutes, so bear with me.
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proći ću kroz ovo u slijedeće tri minute, budite strpljivi.
00:26
Started a website back in 2005, with a few friends of mine,
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Započeo sam web stranicu u 2005., s par prijatelja
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 bi zvali društvenom stranicom s vijestima
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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najbolji materijal na internetu. Pronađete nešto zanimljivo,
00:36
say a TEDTalk,
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kao recimo TED priče,
00:38
submit it to Reddit, and the community of your peers
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postavite to na Reddit, 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 pomaknuti vijest gore ako im se sviđa ili dolje 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. Uvijek se penje, spušta, uvijek mijenja.
00:45
About a half million people visit every day. But this isn't about Reddit.
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Oko pola milijuna ljudi posjeti je svaki dan, ali to nije do Reddit-a.
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 na koje se naiđe na internetu.
00:51
Because in the last four years we've seen all kinds of memes,
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U zadnje četiri godine vidjeli smo svakakvih meme-a
00:54
all kinds of trends get born right on our front page.
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razni trendovi su se stvarali na početnoj stranici
00:56
But this isn't even about Reddit itself.
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Ali ovo nije o samom Reddit-u.
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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Dobro, ustvari, tehnički je ovo o Greenpeace-u
01:02
which is an environmental organization that wanted to stop
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koji je ekološka organizacija koja je htjela zaustaviti
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 grbavi kitovi bivaju ubijeni.
01:08
They wanted to put an end to it. And one of the ways they wanted to do it
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Htjeli su to zaustaviti. Jedan od načina na koji su to htjeli učiniti
01:11
was to put a tracking chip inside one of these humpback whales.
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je da stave prateće čipove u kitove.
01:13
But to really kind of personify the movement, they wanted to name it.
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Ali da bi stvarno personalizirali pokreti, htjeli su ga imenovati.
01:16
So, in true web fashion they put together a poll
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Stoga su u pravoj internet modi sastavili anketu
01:19
where they had a bunch of very erudite, very thoughtful, cultured names.
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gdje su imali hrpu vrlo obrazovanih, promišljenih, kulturnih imena.
01:22
I believe this is a Farsi word for "immortal."
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Vjerujem da je ovo perzijska riječ za "besmrtnost".
01:24
I think this means "divine power of the ocean"
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Mislim da ovo znali "božanska snaga oceana"
01:27
in a Polynesian language.
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u polinezijskom jeziku.
01:29
And then there was this: Mister Splashy Pants.
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I tu je bio: Gdin. Splashy Pants.
01:32
(Laughter)
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Smijeh
01:33
And this, this was special. Mister Pants, or Splashy, to his friends,
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Ovo je bilo posebno. Gdin. Pants (Hlače), ili Splashi (Poprskani), za prijatelje
01:36
was very popular on the Internet.
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bio je vrlo popularan na internetu.
01:38
In fact, someone on Reddit thought,
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Ustvari, netko je smislio na Redditu,
01:40
"Oh, what a great thing, we should all vote this up."
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"Oh, kakva super stvar, trebali bi izglasati ovo gore".
01:42
And, you know, Redditors responded and all agreed.
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I pogodite. Reddit 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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Glasanje je počelo i mi smo stali iza toga.
01:47
We changed our logo, for the day, from the alien
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Promijenili smo logo, na dan, iz vanzemaljca
01:49
to a Splashy, to sort of help the cause.
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u Splashy-a, 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 prije nego li 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 govoriti,
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 je na kraju s 5%, s koliko je počeo ovaj meme, glasovanje skočilo
02:01
to 70 percent at the end of voting.
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na 70% na kraju glasovanja.
02:04
Which is pretty impressive right? We won! Mister Splashy Pants
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Prilično impresivno, zar ne? Pobijedili smo! Gdin. 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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Greenpeace ustvari nije bio jako lud za njim,
02:10
because they wanted one of their more thoughtful names to win.
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jer su htjeli neko od svojih pomno izabranih imena da pobjedi.
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. Dat ćemo mu još jedan tjedan glasanja."
02:16
Well, that got us a little angry.
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To nas je učinilo malo ljutima.
02:18
So, we changed it to Fightin' Splashy.
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Pa smo ga promijenili u Fightin' (Borba) Splashy.
02:20
(Laughter)
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(Smijeh)
02:21
And the Reddit community, really,
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I onda je Reddit zajednica
02:23
and the rest of the internet, rather, really got behind this.
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i ostatak interneta stao iza nas.
02:25
Facebook groups were getting created. Facebook applications were getting created.
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Facebook grupe su se počele stvarati. Facebook aplikacije su se počele pisati.
02:28
The idea was, "Vote your conscience," vote for Mister Splashy Pants.
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Ideja je bila, "Glasajte za svoju savjest,glasajte za gdina. Splashy Pants".
02:31
And people were putting up signs in the real world --
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Ljudi su počeli postavljati znakove u stvarnom svijetu --
02:33
(Laughter) -- about this whale.
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(Smijeh) - 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 završilo...
02:37
78 percent of the votes, and to give you an idea of the landslide,
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imali smo 78% glasova.
02:39
the next highest name pulled in three. Okay?
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Slijedeće najpopularnije ime imalo je 3%. OK?
02:41
So, there was a clear lesson here.
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Ovdje se vidjela dobra lekcija.
02:43
And that was that the Internet loves Mister Splashy Pants.
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Internet voli Gdin. Splashy Pants.
02:45
Which is obvious. It's a great name.
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Što je očito. To je sjajno ime.
02:47
Everyone wants to hear their news anchor say, "Mister Splashy Pants."
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Svi žele čuti svoje voditelje vijesti kad kažu "Gospodin Splashy Pants."
02:50
(Laughter)
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(Smijeh)
02:51
And I think that's what helped drive this.
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Mislim da je to to što je pomoglo pogoniti ovo sve.
02:53
But what was cool was that the repercussions now for Greenpeace
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Bilo je super to što je posljedično Greenpeace
02:55
was, they created an entire marketing campaign around it.
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napravio cijelu reklamnu kampanju oko njega.
02:58
They sell Mister Splashy Pants shirts and pins.
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Prodaju Splasy 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 uspjeli
03:05
accomplished their mission. The Japanese government called off
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završiti svoju misiju. Japanska vlada je odustala od
03:07
their whaling expedition. Mission accomplished.
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svoje ekspedicije na kitove. Misija obavljena.
03:09
Greenpeace was thrilled. The whales were happy. That's a quote.
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Greenpeace je bio uzbuđen. Kitovi su bili sretni. Točka.
03:12
(Laughter)
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(Smijeh)
03:14
And actually, Redditors in the Internet community
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Reddit zajednica
03:17
were happy to participate, but they weren't whale lovers.
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je bila sretna što je sudjelovala, ali 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 bili stvarno zainteresirani s ovom super meme-om
03:24
and in fact someone from Greenpeace came back on the site
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netko od Greenpeace-a je došao na stranicu
03:26
and thanked Reddit for its participation.
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i zahvalio Redditu za sudjelovanje.
03:28
But this wasn't really out of altruism. This was just out of interest in doing something cool.
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Ovo nije bilo zbog altruizma. Ovo je bilo zbog toga da se radi nešta cool.
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 velika tajna. Budući da internet pruža ovu razinu 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 jednako dobar kao moj link. Dok god imamo pretraživač,
03:40
anyone can get to any website no matter how big a budget you have.
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svatko može doći na bilo koju internet stranicu ma koliko god veliki fond novca imali.
03:42
That is, as long as you can keep net neutrality in place.
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Tako je, dok god držite mrežu neutralnim mjestom.
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 ne košta ništa postaviti sadržaj online.
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 cijena ponavljanja tako 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 izvorni. Budite istiniti. Budite prvi, budite iskreni.
03:57
And one of the great lessons that Greenpeace actually learned
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Bitna lekcija koju je Greanpeace naučio je
03:59
was that it's okay to lose control.
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da je ponekad uredu izgubiti kontrolu.
04:01
It's okay to take yourself a little less seriously,
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Uredu je shvatiti se 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 zadnja poruka koju želim podijeliti ovdje sa vama -
04:10
that you can do well online.
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na internetu možete uspjeti.
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 prema dolje.
04:15
If you want to succeed you've got to be okay to just lose control.
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Ako želite uspjeti morate biti u redu s time da jednostavno izgubite kontrolu.
04:17
Thank you.
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Hvala vam.
04:19
(Applause)
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(Pljesak)
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