TEDIndia 2009
Alexis Ohanian: How to make a splash in social media
Alexis Ohanian: Jak zaistnieć w świecie portalów społecznościowych
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W tym zabawnym przemówieniu Alexis Ohanian z serwisu Reddit opowiada o internetowej sławie pewnego wieloryba. Historia "Pluszczka" jest klasycznym przykładem tego, jak tworzą się memy w erze 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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Jest mnóstwo konsultantów od Web 2.0.
00:19
In fact, they make their livings on this kind of stuff.
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Nieźle z tego żyją.
00:21
I'm going to try and save you all the time and all the money
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Oszczędzę wam pieniędzy i czasu
00:23
and go through it in the next three minutes, so bear with me.
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i powiem wszystko w trzy minuty.
00:26
Started a website back in 2005, with a few friends of mine,
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W 2005 roku założyliśmy serwis "Reddit.com",
00:28
called Reddit.com.
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W 2005 roku założyliśmy serwis "Reddit.com",
00:30
That's what you'd call a social news website.
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społecznościowy portal z wiadomościami.
00:32
Basically all that means is that the democratic front page
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Na demokratycznej stronie głównej
00:34
is the best stuff on the web. You find some interesting content,
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są najfajniejsze rzeczy w necie,
00:36
say a TEDTalk,
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jak prelekcje TED.
00:38
submit it to Reddit, and the community of your peers
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Można dodawać linki,
00:40
will vote it up if they like it, vote it down if they don't.
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a inni głosują.
00:42
And that creates the front page. It's always rising, falling, always changing.
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Strona główna ciągle się zmienia.
00:45
About a half million people visit every day. But this isn't about Reddit.
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Pół miliona ludzi odwiedza ją codziennie.
00:48
This is actually about discovering new things that pop up on the web.
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Chcą poznać sieciowe nowości.
00:51
Because in the last four years we've seen all kinds of memes,
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Ostatnie cztery lata dały początek wielu memom,
00:54
all kinds of trends get born right on our front page.
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trendom powstałym na stronie.
00:56
But this isn't even about Reddit itself.
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Ale nie o Reddit tu chodzi.
00:58
It's actually about humpback whales.
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Chodzi o wieloryby.
01:00
Well, okay, technically it's actually about Greenpeace,
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A właściwie to o Greenpeace
01:02
which is an environmental organization that wanted to stop
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i jego walkę z połowem wielorybów w Japonii.
01:04
the Japanese government on their whaling campaign.
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i jego walkę z połowem wielorybów w Japonii.
01:06
These humpback whales were getting killed.
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Wieloryby były zabijane.
01:08
They wanted to put an end to it. And one of the ways they wanted to do it
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Chcieli z tym skończyć, w czym miało pomóc
01:11
was to put a tracking chip inside one of these humpback whales.
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oznaczenie wieloryba chipem.
01:13
But to really kind of personify the movement, they wanted to name it.
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Teraz trzeba było znaleźć mu imię.
01:16
So, in true web fashion they put together a poll
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W duchu netu zrobiono sondaż.
01:19
where they had a bunch of very erudite, very thoughtful, cultured names.
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Do wyboru były uczone i przemyślane imiona.
01:22
I believe this is a Farsi word for "immortal."
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W Farsi to znaczy "nieśmiertelny."
01:24
I think this means "divine power of the ocean"
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To chyba "święta moc oceanu"
01:27
in a Polynesian language.
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w języku polinezyjskim.
01:29
And then there was this: Mister Splashy Pants.
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No i "Pluszczek".
01:32
(Laughter)
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(Śmiech)
01:33
And this, this was special. Mister Pants, or Splashy, to his friends,
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Pluszczek zdobył internetową sławę.
01:36
was very popular on the Internet.
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Pluszczek zdobył internetową sławę.
01:38
In fact, someone on Reddit thought,
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Ktoś na Reddit pomyślał:
01:40
"Oh, what a great thing, we should all vote this up."
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"Super, zagłosujmy na to!".
01:42
And, you know, Redditors responded and all agreed.
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Wszyscy się zgodzili.
01:44
So, the voting started and we actually got behind it ourselves.
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Też ich wspieraliśmy.
01:47
We changed our logo, for the day, from the alien
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Zmieniliśmy logo z kosmity na Pluszczka.
01:49
to a Splashy, to sort of help the cause.
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Zmieniliśmy logo z kosmity na Pluszczka.
01:51
And it wasn't long before other sites like Fark
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Akcję wsparły inne portale,
01:53
and Boing Boing and the rest of the Internet started saying,
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jak Fark czy Boing Boing.
01:55
"Yes! We love Splashy Pants."
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"Też kochamy Pluszczka".
01:57
So, it went from about five percent, which was when this meme started,
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Z 5% na stronie głosowania
02:01
to 70 percent at the end of voting.
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doszliśmy w końcu do 70%.
02:04
Which is pretty impressive right? We won! Mister Splashy Pants
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Robi wrażenie. Wygraliśmy.
02:06
was chosen. Hmm, just kidding. Okay.
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To koniec. Nie, tylko żartuję.
02:08
So, Greenpeace actually wasn't that crazy about it,
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Greenpeace nie był zachwycony,
02:10
because they wanted one of their more thoughtful names to win.
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bo woleliby coś poważnego.
02:13
So they said, "No, no, just kidding. We'll give it another week of voting."
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Przedłużyli głosowanie twierdząc, że to żart.
02:16
Well, that got us a little angry.
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Byliśmy trochę wściekli.
02:18
So, we changed it to Fightin' Splashy.
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Zmieniliśmy logo na Walczącego Pluszczka.
02:20
(Laughter)
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(Śmiech)
02:21
And the Reddit community, really,
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Kampanię wsparł Reddit i reszta Internetu.
02:23
and the rest of the internet, rather, really got behind this.
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Kampanię wsparł Reddit i reszta Internetu.
02:25
Facebook groups were getting created. Facebook applications were getting created.
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Tworzono grupy i aplikacje na Facebooku.
02:28
The idea was, "Vote your conscience," vote for Mister Splashy Pants.
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"Głosuj na Pluszczka, idź za głosem sumienia".
02:31
And people were putting up signs in the real world --
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Ludzie w realu tworzyli transparenty...
02:33
(Laughter) -- about this whale.
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(Śmiech) O tym wielorybie.
02:35
And this was the final vote. When all was cleared ...
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Ostateczne wyniki, wszystko jasne:
02:37
78 percent of the votes, and to give you an idea of the landslide,
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78% na Pluszczkaa. Lawina głosów.
02:39
the next highest name pulled in three. Okay?
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Następne imię miało 3%.
02:41
So, there was a clear lesson here.
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Czegoś się nauczyliśmy.
02:43
And that was that the Internet loves Mister Splashy Pants.
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Internet uwielbia Pluszczka.
02:45
Which is obvious. It's a great name.
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To jasne, bo to świetne imię.
02:47
Everyone wants to hear their news anchor say, "Mister Splashy Pants."
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Chcemy słyszeć w dzienniku o "Pluszczku".
02:50
(Laughter)
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(Śmiech)
02:51
And I think that's what helped drive this.
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To nam pomogło.
02:53
But what was cool was that the repercussions now for Greenpeace
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Greenpeace wykorzystał okazję,
02:55
was, they created an entire marketing campaign around it.
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by stworzyć kampanię reklamową.
02:58
They sell Mister Splashy Pants shirts and pins.
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Są koszulki i przypinki z Pluszczkiem.
03:00
They even created an e-card so you could send your friend a dancing Splashy.
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E-pocztówki z tańczącym wielorybem.
03:03
But what was even more important was the fact that they actually
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Osiągnęli swój cel.
03:05
accomplished their mission. The Japanese government called off
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Rząd Japonii odwołał połów wielorybów.
03:07
their whaling expedition. Mission accomplished.
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Udało się.
03:09
Greenpeace was thrilled. The whales were happy. That's a quote.
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Greenpeace cieszył się razem z wielorybami.
03:12
(Laughter)
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(Śmiech)
03:14
And actually, Redditors in the Internet community
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Społeczność Reddit cieszyła się,
03:17
were happy to participate, but they weren't whale lovers.
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że mogła w tym uczestniczyć.
03:20
A few of them certainly were. But we're talking about a lot of people
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Tylko część interesują wieloryby,
03:22
who were just really interested and really caught up in this great meme,
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resztę to po prostu bawiło.
03:24
and in fact someone from Greenpeace came back on the site
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Ktoś z Greenpeace'u zwrócił się do Reddit
03:26
and thanked Reddit for its participation.
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z podziękowaniami za udział w akcji.
03:28
But this wasn't really out of altruism. This was just out of interest in doing something cool.
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Ale nie chodziło o altruizm, tylko o zabawę.
03:31
And this is kind of how the Internet works.
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Tak działa Internet.
03:33
This is that great big secret. Because the Internet provides this level playing field.
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To ten wielki sekret. Internet wyrównuje szanse.
03:36
Your link is just as good as your link,
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Oceniania się jakość linku,
03:38
which is just as good as my link. As long as we have a browser,
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nieważne, kto go umieścił.
03:40
anyone can get to any website no matter how big a budget you have.
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Każdy może odwiedzić każdą stronę,
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That is, as long as you can keep net neutrality in place.
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póki Internet jest neutralny.
03:45
The other important thing is that it costs nothing to get that content online now.
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Publikowanie treści w Internecie nic nie kosztuje.
03:48
There are so many great publishing tools that are available,
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Jest mnóstwo świetnych narzędzi,
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it only takes a few minutes of your time now to actually produce something.
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stworzenie czegoś zajmuje kilka minut.
03:52
And the cost of iteration is so cheap that you might as well give it a go.
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Przesył jest tak tani, że można spróbować.
03:55
And if you do, be genuine about it. Be honest. Be up front.
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Ale trzeba być szczerym.
03:57
And one of the great lessons that Greenpeace actually learned
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Greenpeace nauczył się,
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was that it's okay to lose control.
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że nie można wszystkiego kontrolować.
04:01
It's okay to take yourself a little less seriously,
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Nie trzeba brać wszystkiego na poważnie,
04:04
given that, even though it's a very serious cause,
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nawet bardzo poważnych spraw,
04:06
you could ultimately achieve your final goal.
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jeśli udaje się osiągnąć cel.
04:08
And that's the final message that I want to share with all of you --
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Tym właśnie chcę się podzielić,
04:10
that you can do well online.
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że w Necie można odnieść sukces.
04:12
But no longer is the message going to be coming from just the top down.
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Przepływ informacji nie musi pochodzić z góry.
04:15
If you want to succeed you've got to be okay to just lose control.
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Trzeba dać się ponieść i stracić kontrolę.
04:17
Thank you.
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Trzeba dać się ponieść i stracić kontrolę.
04:19
(Applause)
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Dziękuję. (Brawa)
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