TEDIndia 2009
Alexis Ohanian: How to make a splash in social media
Alexis Ohanian: Cara tampil beda di social media
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Dalam 4 menit yang lucu dan bersemangat, Alexis Ohanian dari Reddit menceritakan fabel nyata dari seekor ikan paus bungkuk yang menjadi bintang di dunia maya. Pelajaran dari Mister Splashy Pants pastinya akan menjadi cerita klasik untuk para pembuat meme dan para pemasar di era 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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Nah, ada banyak konsultan web 2.0 yang bayarannya sangat mahal.
00:19
In fact, they make their livings on this kind of stuff.
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Jadi, mereka mencari nafkah dari hal-hal seperti ini.
00:21
I'm going to try and save you all the time and all the money
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Saya akan berusaha supaya Anda tidak perlu rugi waktu dan biaya
00:23
and go through it in the next three minutes, so bear with me.
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dan berbicara tentang itu dalam tiga menit ke depan, jadi bersabarlah dengan saya.
00:26
Started a website back in 2005, with a few friends of mine,
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Saya membuat sebuah situs internet pada tahun 2005, bersama beberapa teman,
00:28
called Reddit.com.
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namanya Reddit.com.
00:30
That's what you'd call a social news website.
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Ini yang disebut orang situs internet social news.
00:32
Basically all that means is that the democratic front page
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Pada dasarnya itu berarti halaman depannya yang demokratis
00:34
is the best stuff on the web. You find some interesting content,
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yang berisi hal-hal yang paling baik pada di internet. Anda bisa menemukan beberapa isi yang menarik,
00:36
say a TEDTalk,
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misalnya: TEDTalk.
00:38
submit it to Reddit, and the community of your peers
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daftarkan ke Reddit, dan komunitas Anda
00:40
will vote it up if they like it, vote it down if they don't.
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akan memilih 'naik' kalau mereka suka, 'turun' kalau tidak.
00:42
And that creates the front page. It's always rising, falling, always changing.
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Dan inilah yang menjadi halaman depannya. Dia selalu naik, turun, selalu berubah.
00:45
About a half million people visit every day. But this isn't about Reddit.
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Sekitar setengah juta orang berkunjung setiap hari. Tapi ini bukan tentang Reddit.
00:48
This is actually about discovering new things that pop up on the web.
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Ini tentang menemukan hal baru yang lahir di internet.
00:51
Because in the last four years we've seen all kinds of memes,
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Karena dalam sekitar empat tahun belakangan, kita telah melihat bermacam-macam meme,
00:54
all kinds of trends get born right on our front page.
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macam-macam tren yang lahir di halaman depan situs kami.
00:56
But this isn't even about Reddit itself.
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Tapi ini bukan tentang Reddit.
00:58
It's actually about humpback whales.
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Ini adalah tentang ikan paus bungkuk.
01:00
Well, okay, technically it's actually about Greenpeace,
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Baiklah, OK, secara teknis ini sebenarnya tentang Greenpeace,
01:02
which is an environmental organization that wanted to stop
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sebuah organisasi lingkungan yang ingin menghentikan
01:04
the Japanese government on their whaling campaign.
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kampanye pembunuhan ikan paus Pemerintah Jepang.
01:06
These humpback whales were getting killed.
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Ikan-ikan paus bungkuk ini dibunuh.
01:08
They wanted to put an end to it. And one of the ways they wanted to do it
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Mereka ingin menghentikannya. Dan salah satu caranya adalah
01:11
was to put a tracking chip inside one of these humpback whales.
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dengan memasukkan chip pelacak di salah satu ikan-ikan paus bungkuk itu.
01:13
But to really kind of personify the movement, they wanted to name it.
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Tapi supaya aksinya lebih terasa berkarakter, mereka ingin memberi nama ikannya.
01:16
So, in true web fashion they put together a poll
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Jadi, dengan semangat web 2.0 mereka membuat pemilihan
01:19
where they had a bunch of very erudite, very thoughtful, cultured names.
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dimana mereka menyiapkan nama-nama usulan mereka yang sangat terpelajar, dipikirkan matang-matang, berbobot.
01:22
I believe this is a Farsi word for "immortal."
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Ini adalah bahasa Farsi untuk "abadi".
01:24
I think this means "divine power of the ocean"
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Yang ini sepertinya artinya "kesaktian samudera"
01:27
in a Polynesian language.
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dalam bahasa Polinesia.
01:29
And then there was this: Mister Splashy Pants.
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Dan muncullah yang satu ini: Mister Splashy Pants. (Bapak Celana Ngejreng)
01:32
(Laughter)
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(tertawa)
01:33
And this, this was special. Mister Pants, or Splashy, to his friends,
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Dan ini, ini sangat spesial. Mister Pants, atau Splashy, panggilan akrabnya,
01:36
was very popular on the Internet.
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sangat ngetop di internet.
01:38
In fact, someone on Reddit thought,
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Bahkan, seseorang di Reddit berpikir,
01:40
"Oh, what a great thing, we should all vote this up."
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"Wah, bagus nih, kita semua harus memilihnya untuk naik."
01:42
And, you know, Redditors responded and all agreed.
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Dan, tahu sendiri, Redditors merespon dan semuanya setuju.
01:44
So, the voting started and we actually got behind it ourselves.
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Jadi, pengambilan suara dimulai dan bahkan kami ikut-ikutan juga.
01:47
We changed our logo, for the day, from the alien
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Kami mengubah logo kami untuk hari itu, dari gambar alien
01:49
to a Splashy, to sort of help the cause.
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menjadi si Splashy, untuk mendukung aksi ini.
01:51
And it wasn't long before other sites like Fark
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Dan tidak lama setelahnya, situs lain seperti Fark
01:53
and Boing Boing and the rest of the Internet started saying,
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dan Boing Boing dan seluruh internet mulai berkata,
01:55
"Yes! We love Splashy Pants."
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"Ya! Kami cinta Splashy Pants."
01:57
So, it went from about five percent, which was when this meme started,
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Jadi, suaranya mulai naik dari lima persen, ketika meme ini dimulai,
02:01
to 70 percent at the end of voting.
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menjadi 70 persen di akhir pengambilan suara.
02:04
Which is pretty impressive right? We won! Mister Splashy Pants
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Hebat kan? Kita menang! Mister Splashy Pants
02:06
was chosen. Hmm, just kidding. Okay.
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berhasil terpilih. Hmm, becanda. Oke.
02:08
So, Greenpeace actually wasn't that crazy about it,
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Nah, Greenpeace ternyata tidak terlalu senang dengan hasil ini,
02:10
because they wanted one of their more thoughtful names to win.
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karena mereka ingin satu dari nama terpandang itu yang menang.
02:13
So they said, "No, no, just kidding. We'll give it another week of voting."
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Jadi mereka bilang, "Nggak, nggak, cuma bercanda. Pemungutan suara diperpanjang satu minggu lagi."
02:16
Well, that got us a little angry.
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Nah, ini membuat kita sedikit marah.
02:18
So, we changed it to Fightin' Splashy.
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Jadi, kita mengubahnya menjadi Fightin' Splashy. (Si Ngejreng sang Pejuang)
02:20
(Laughter)
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(tertawa)
02:21
And the Reddit community, really,
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Dan komunitas Reddit, benar-benar,
02:23
and the rest of the internet, rather, really got behind this.
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dan seluruh internet, malahan, benar-benar mendukung ini.
02:25
Facebook groups were getting created. Facebook applications were getting created.
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Facebook group mulai bermunculan. Aplikasi Facebook mulai bermunculan.
02:28
The idea was, "Vote your conscience," vote for Mister Splashy Pants.
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Idenya adalah, "Pilih suara hati Anda," pilih Mister Splashy Pants.
02:31
And people were putting up signs in the real world --
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Dan orang-orang mulai memasang tanda di dunia nyata --
02:33
(Laughter) -- about this whale.
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(tertawa) -- tentang si ikan paus ini.
02:35
And this was the final vote. When all was cleared ...
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Dan inilah suara akhirnya. Ketika semuanya sudah beres ...
02:37
78 percent of the votes, and to give you an idea of the landslide,
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78 persen suara, dan untuk memberikan gambaran jomplangnya suara ini,
02:39
the next highest name pulled in three. Okay?
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nama tertinggi kedua hasilnya tiga (persen). Oke?
02:41
So, there was a clear lesson here.
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Jadi, ada pelajaran yang sangat berharga di sini.
02:43
And that was that the Internet loves Mister Splashy Pants.
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Bahwa komunitas internet suka sekali Mister Splashy Pants.
02:45
Which is obvious. It's a great name.
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Jelas dong. Itu adalah nama yang keren.
02:47
Everyone wants to hear their news anchor say, "Mister Splashy Pants."
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Semuanya ingin mendengar pembawa acara TV berkata, "Mister Splashy Pants." (Bapak Celana Ngejreng)
02:50
(Laughter)
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(tertawa)
02:51
And I think that's what helped drive this.
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Dan saya pikir itulah yang membantu mendorong semua ini.
02:53
But what was cool was that the repercussions now for Greenpeace
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Tapi yang lebih kerennya, imbal baliknya untuk Greenpeace
02:55
was, they created an entire marketing campaign around it.
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adalah mereka membuat kampanye marketing berdasarkan ini.
02:58
They sell Mister Splashy Pants shirts and pins.
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Mereka menjual kaos dan pin Mister Splashy Pants.
03:00
They even created an e-card so you could send your friend a dancing Splashy.
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Mereka membuat e-card jadi Anda dapat mengirimkan Splashy yang sedang menari ke teman Anda.
03:03
But what was even more important was the fact that they actually
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Tapi yang paling penting adalah fakta bahwa mereka
03:05
accomplished their mission. The Japanese government called off
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berhasil mencapai misi mereka. Pemerintah Jepang menghentikan
03:07
their whaling expedition. Mission accomplished.
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ekspedisi pemburuan ikan paus mereka. Misi berhasil.
03:09
Greenpeace was thrilled. The whales were happy. That's a quote.
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Greenpeace senang. Ikan paus senang. Dia benar-benar bilang begitu.
03:12
(Laughter)
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(tertawa)
03:14
And actually, Redditors in the Internet community
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Dan sebetulnya, Redditor pada komunitas internet
03:17
were happy to participate, but they weren't whale lovers.
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sangat senang mengambil bagian, tapi mereka bukan pencinta ikan paus.
03:20
A few of them certainly were. But we're talking about a lot of people
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Sedikit dari mereka yang iya. Tetapi kita berbicara tentang banyak orang
03:22
who were just really interested and really caught up in this great meme,
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yang benar-benar tertarik dan benar-benar ikut serta dalam meme ini,
03:24
and in fact someone from Greenpeace came back on the site
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dan bahkan seseorang dari Greenpeace mengunjungi situs kami
03:26
and thanked Reddit for its participation.
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dan berterima-kasih kepada Reddit atas partisipasinya.
03:28
But this wasn't really out of altruism. This was just out of interest in doing something cool.
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Tapi ini bukan karena altruisme. Ini cuma ketertarikan untuk melakukan sesuatu yang keren.
03:31
And this is kind of how the Internet works.
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Dan inilah bagaimana internet bekerja.
03:33
This is that great big secret. Because the Internet provides this level playing field.
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Inilah rahasia besar itu. Karena internet menyediakan kedudukan yang sama.
03:36
Your link is just as good as your link,
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Tautan Anda sama baiknya dengan tautan Anda,
03:38
which is just as good as my link. As long as we have a browser,
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yang berarti sama baiknya dengan tautan saya. Selama kita punya browser,
03:40
anyone can get to any website no matter how big a budget you have.
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semua orang dapat mengakses website apapun tidak peduli berapa uang yang Anda punya.
03:42
That is, as long as you can keep net neutrality in place.
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Tentunya, selama kita dapat tetap menjaga kenetralannya.
03:45
The other important thing is that it costs nothing to get that content online now.
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Hal penting lainnya adalah biaya untuk menciptakan online konten seperti itu adalah nol.
03:48
There are so many great publishing tools that are available,
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Ada banyak alat publikasi yang tersedia,
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it only takes a few minutes of your time now to actually produce something.
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hanya perlu beberapa menit untuk menciptakan sesuatu.
03:52
And the cost of iteration is so cheap that you might as well give it a go.
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Dan harga iterasinya pun sangat murah jadi lebih baik Anda coba saja.
03:55
And if you do, be genuine about it. Be honest. Be up front.
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Dan jika Anda mencoba, kerjakan dengan ikhlas. Sungguh-sungguh. Jujur.
03:57
And one of the great lessons that Greenpeace actually learned
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Dan salah satu pelajaran paling berharga yang diambil Greenpeace
03:59
was that it's okay to lose control.
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adalah kehilangan kendali itu tidak apa-apa.
04:01
It's okay to take yourself a little less seriously,
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Tidak apa-apa untuk menjadi tidak usah terlalu serius,
04:04
given that, even though it's a very serious cause,
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karena, walaupun ini adalah hal yang sangat serius,
04:06
you could ultimately achieve your final goal.
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kita akan tetap dapat mencapai tujuan kita.
04:08
And that's the final message that I want to share with all of you --
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Dan itulah pesan terakhir yang ingin saya bagi dengan Anda semua --
04:10
that you can do well online.
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Anda dapat sukses di dunia maya.
04:12
But no longer is the message going to be coming from just the top down.
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Tapi pesannya tidak akan datang dari atas ke bawah lagi.
04:15
If you want to succeed you've got to be okay to just lose control.
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Kalau Anda ingin berhasil, Anda harus menerima bahwa kehilangan kendali itu tidak apa-apa.
04:17
Thank you.
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Terima kasih.
04:19
(Applause)
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(tepuk tangan)
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