TEDIndia 2009
Alexis Ohanian: How to make a splash in social media
Alexis Ohanian: Ako spraviť senzáciu v sociálnych médiách
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Počas vtipných našľapaných 4 minút rozpráva Alexis Ohanian z Redditu skutočnú rozprávku o vráskavcovi dlhoplutvom a jeho vzostupe k hviezdam webu. Poučenie z Pána Mokré Trenky je víťaž klasiky pre mémotvorcov a marketérov v časoch Facebooku.
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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Existuje mnoho skvele zarábajúcich konzultantov pre web 2.0.
00:19
In fact, they make their livings on this kind of stuff.
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Týmto spôsobom si vážne zarobia na živobytie.
00:21
I'm going to try and save you all the time and all the money
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Ušetrím vám všetok ten čas a peniaze
00:23
and go through it in the next three minutes, so bear with me.
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a ukážem vám to v nasledujúcich 3 minútach, ostaňte so mnou.
00:26
Started a website back in 2005, with a few friends of mine,
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V 2005-tom som spustil spolu s pár priateľmi web stránku
00:28
called Reddit.com.
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menom Reddit.com.
00:30
That's what you'd call a social news website.
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Je stránkou pre sociálne správy.
00:32
Basically all that means is that the democratic front page
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Znamená to v podstate, že demokratickou titulkou
00:34
is the best stuff on the web. You find some interesting content,
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sú najlepšie veci z webu. Nájdete zaujímavý obsah,
00:36
say a TEDTalk,
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napríklad TEDTalk,
00:38
submit it to Reddit, and the community of your peers
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pošlete ho na Reddit a komunita vašich rovesníkov
00:40
will vote it up if they like it, vote it down if they don't.
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hlasuje za ňu, ak sa im páči, proti, ak nie.
00:42
And that creates the front page. It's always rising, falling, always changing.
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Tvorí to hlavnú stránku. Neustále stúpa, klesá, stále sa mení.
00:45
About a half million people visit every day. But this isn't about Reddit.
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Navštívi ju okolo pol milióna ľudí denne. Nie je však o Reddite.
00:48
This is actually about discovering new things that pop up on the web.
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Je v podstate o objavovaní nového na webe.
00:51
Because in the last four years we've seen all kinds of memes,
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Pretože za posledné štyri roky sme videli všemožné mémy,
00:54
all kinds of trends get born right on our front page.
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rôzne druhy trendov sa zrodili na našej titulke.
00:56
But this isn't even about Reddit itself.
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Nie je to však ani tak o samotnom Reddite
00:58
It's actually about humpback whales.
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ako o vráskavcoch dlhoplutvých.
01:00
Well, okay, technically it's actually about Greenpeace,
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Hm, čisto technicky je to o Greenpeace,
01:02
which is an environmental organization that wanted to stop
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environmentálnej organizácii, ktorá chcela zastaviť
01:04
the Japanese government on their whaling campaign.
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veľrybárske aktivity japonskej vlády.
01:06
These humpback whales were getting killed.
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Vráskavce dlhoplutvé boli zabíjané,
01:08
They wanted to put an end to it. And one of the ways they wanted to do it
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čo chceli zastaviť. Jedným zo spôsobov
01:11
was to put a tracking chip inside one of these humpback whales.
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bolo umiestniť sledovací čip do jedného z vráskavcov dlhoplutvých.
01:13
But to really kind of personify the movement, they wanted to name it.
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Na zosobnenie celého hnutia ho chceli nejako pomenovať.
01:16
So, in true web fashion they put together a poll
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Vskutku webovským duchom spravili anketu
01:19
where they had a bunch of very erudite, very thoughtful, cultured names.
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s množstvom sčítaných, dobre mienených, ušľachtilých mien.
01:22
I believe this is a Farsi word for "immortal."
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Toto je "nesmrteľný" v Perzštine.
01:24
I think this means "divine power of the ocean"
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Toto myslím znamená "božská sila oceánu"
01:27
in a Polynesian language.
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v polynézskom jazyku.
01:29
And then there was this: Mister Splashy Pants.
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Potom tu bolo toto: Pán Mokré Trenky.
01:32
(Laughter)
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(Smiech)
01:33
And this, this was special. Mister Pants, or Splashy, to his friends,
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Bolo to špeciálne. Pán Trenky, alebo Mokráč pre kamarátov,
01:36
was very popular on the Internet.
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bol veľmi populárny na Internete.
01:38
In fact, someone on Reddit thought,
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Vlastne niekto napísal na Reddite,
01:40
"Oh, what a great thing, we should all vote this up."
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"Ó, veľká vec, mali by sme za to všetci hlasovať."
01:42
And, you know, Redditors responded and all agreed.
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A, viete, Redittori zareagovali a všetci súhlasili.
01:44
So, the voting started and we actually got behind it ourselves.
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Začalo tak hlasovanie a my sme sa do toho tiež vložili.
01:47
We changed our logo, for the day, from the alien
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Zmenili sme v ten ďeň logo z ufóna
01:49
to a Splashy, to sort of help the cause.
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na Mokráča, na pomoc celej veci.
01:51
And it wasn't long before other sites like Fark
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Netrvalo dlho, kým iné weby ako Fark
01:53
and Boing Boing and the rest of the Internet started saying,
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a Boing Boing a zvyšok Internetu začali vravieť,
01:55
"Yes! We love Splashy Pants."
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"Áno! Milujeme Mokré Trenky."
01:57
So, it went from about five percent, which was when this meme started,
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Vyšlo to z 5-tich percent, keď mém začal,
02:01
to 70 percent at the end of voting.
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na 70 percent na konci hlasovania.
02:04
Which is pretty impressive right? We won! Mister Splashy Pants
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Čo je dosť dobré, nie? My sme vyhrali! Pán Mokré Trenky
02:06
was chosen. Hmm, just kidding. Okay.
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bol zvolený. Hmm, len srandujem, pohoda.
02:08
So, Greenpeace actually wasn't that crazy about it,
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Greenpeace tým ale nadšený nebol,
02:10
because they wanted one of their more thoughtful names to win.
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lebo chceli, aby vyhralo niektoré zo vznešenejších mien.
02:13
So they said, "No, no, just kidding. We'll give it another week of voting."
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Tak povedali, "Nie nie, bol to len vtip. Dáme tomu ešte týždeň hlasovania."
02:16
Well, that got us a little angry.
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Hmm, to nás trochu naštvalo.
02:18
So, we changed it to Fightin' Splashy.
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Zmenili sme ho na Drsného Mokráňa.
02:20
(Laughter)
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(Smiech)
02:21
And the Reddit community, really,
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A komunita Reddit, naozaj,
02:23
and the rest of the internet, rather, really got behind this.
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vlastne celý zvyšok internetu, to podporil.
02:25
Facebook groups were getting created. Facebook applications were getting created.
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Vznikali Facebook skupiny. Vznikali Facebook aplikácie.
02:28
The idea was, "Vote your conscience," vote for Mister Splashy Pants.
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Mottom bolo "Voľte svoje svedomie," voľte Pána Mokré Trenky.
02:31
And people were putting up signs in the real world --
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Ľudia vylepovali plagáty v reálnom svete --
02:33
(Laughter) -- about this whale.
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(Smiech) -- o tejto veľrybe.
02:35
And this was the final vote. When all was cleared ...
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A toto bol konečný výsledok. Keď sa to skončilo ...
02:37
78 percent of the votes, and to give you an idea of the landslide,
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78 percent hlasov. Aby ste pochopili drvivosť tejto výhry,
02:39
the next highest name pulled in three. Okay?
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druhé meno v poradí malo tri. Fajn?
02:41
So, there was a clear lesson here.
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Takže tu bola celkom jasná lekcia.
02:43
And that was that the Internet loves Mister Splashy Pants.
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A tá bola, že Internet miluje Pána Mokré Trenky.
02:45
Which is obvious. It's a great name.
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Čo je predsa jasné. Je to skvelé meno.
02:47
Everyone wants to hear their news anchor say, "Mister Splashy Pants."
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Každý chce, aby v správach zaznelo "Pán Mokré Trenky."
02:50
(Laughter)
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(Smiech)
02:51
And I think that's what helped drive this.
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Myslím, že sme to dali do pohybu.
02:53
But what was cool was that the repercussions now for Greenpeace
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Príjemné boli následky pre Greenpeace,
02:55
was, they created an entire marketing campaign around it.
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keď vybudovali okolo toho celú marketingovú kampaň.
02:58
They sell Mister Splashy Pants shirts and pins.
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Predávajú tričká a odznaky Pán Mokré Trenky.
03:00
They even created an e-card so you could send your friend a dancing Splashy.
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Dokonca vytvorili e-pohľadnicu, aby ste mohli poslať priateľom tancujúceho Mokráča.
03:03
But what was even more important was the fact that they actually
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Ale čo bolo ešte dôležitejšie, bol fakt, že vlastne
03:05
accomplished their mission. The Japanese government called off
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splnili svoj cieľ. Japonská vláda odvolala
03:07
their whaling expedition. Mission accomplished.
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lov veľrýb. Misia splnená.
03:09
Greenpeace was thrilled. The whales were happy. That's a quote.
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Greenpeace bol nadšený. Veľryby boli štastné. To je citát.
03:12
(Laughter)
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(Smiech)
03:14
And actually, Redditors in the Internet community
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A vlastne, Redditori v internetovej komunite
03:17
were happy to participate, but they weren't whale lovers.
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sa tešili svojej účasti, aj keď neboli milovníkmi veľrýb.
03:20
A few of them certainly were. But we're talking about a lot of people
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Niektorí určite boli. Hovoríme však o mnohých ľudoch,
03:22
who were just really interested and really caught up in this great meme,
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ktorých len zaujal a podchytil tento skvelý mém,
03:24
and in fact someone from Greenpeace came back on the site
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nakoniec niekto z Greenpeace prišiel na náš web
03:26
and thanked Reddit for its participation.
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a poďakoval Redditu za spoluprácu.
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 to nebolo z altruizmu. To bolo zo záujmu spraviť niečo zábavné.
03:31
And this is kind of how the Internet works.
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Je to vlastne o tom, ako funguje Internet.
03:33
This is that great big secret. Because the Internet provides this level playing field.
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Je to veľké tajomstvo. Pretože Internet ponúka rovné ihrisko.
03:36
Your link is just as good as your link,
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Tvoj odkaz je tak isto dobrý ako tvoj odkaz,
03:38
which is just as good as my link. As long as we have a browser,
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ktorý je tak isto dobrý ako môj odkaz. Pokým máme prehliadač,
03:40
anyone can get to any website no matter how big a budget you have.
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hocikto sa môže dostať na hocktorú stránku, bezohľadu na váš rozpočet.
03:42
That is, as long as you can keep net neutrality in place.
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Len ak zachováte netovú neutralitu.
03:45
The other important thing is that it costs nothing to get that content online now.
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Ďalej je dôležité, že online obsah nestojí nič.
03:48
There are so many great publishing tools that are available,
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Je dostupných toľko skvelých publikačných nástrojov,
03:50
it only takes a few minutes of your time now to actually produce something.
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že vytvorenie niečoho vám zaberie len pár minút.
03:52
And the cost of iteration is so cheap that you might as well give it a go.
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A náklady na ďalšie pokusy sú tak nízke, že to proste treba skúsiť.
03:55
And if you do, be genuine about it. Be honest. Be up front.
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Keď do toho pôjdete, buďte autentickí. Buďte úprimní. Buďte priami.
03:57
And one of the great lessons that Greenpeace actually learned
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Jednou z veľkých lekcií, ktorú sa Greenpeace naučil,
03:59
was that it's okay to lose control.
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bolo, že je v pohode stratiť kontrolu.
04:01
It's okay to take yourself a little less seriously,
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Je v pohode, brať sám seba trochu menej vážne,
04:04
given that, even though it's a very serious cause,
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pokiaľ, aj keď ide o veľmi vážnu vec,
04:06
you could ultimately achieve your final goal.
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to v konečnom dôsledku pomôže dosiahnuť cieľ.
04:08
And that's the final message that I want to share with all of you --
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A to je záverečné posolstvo, o ktoré sa chcem s vami všetkými podeliť --
04:10
that you can do well online.
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že sa vám môže dariť online.
04:12
But no longer is the message going to be coming from just the top down.
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Ale posolstvá už nebudú prichádzať len "zhora".
04:15
If you want to succeed you've got to be okay to just lose control.
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Ak chcete uspieť, musíte sa vyrovnať so stratou kontroly.
04:17
Thank you.
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Ďakujem.
04:19
(Applause)
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(Potlesk)
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