TEDIndia 2009
Alexis Ohanian: How to make a splash in social media
Alexis Ohanian: Kako uspeti v družbenih medijih
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To je smešnih, brzostrelnih štiri minute, Alex Ohanian iz Reddita pripoveduje resnično zgodbo o dvigu kita grbavca med internetne zvezde. Nauk gospoda pljusko-hlačega je zmagovita klasika za idejne ustvarjalce in tržnike v dobi 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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Torej, dandanes je veliko svetovalcev spleta 2.0., ki služijo veliko denarja.
00:19
In fact, they make their livings on this kind of stuff.
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Pravzaprav oni od tega živijo.
00:21
I'm going to try and save you all the time and all the money
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Potrudil se bom, da vam prihranim nekaj časa in denarja
00:23
and go through it in the next three minutes, so bear with me.
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in skušal vse to povedati v treh minutah, bodite potrpežljivi.
00:26
Started a website back in 2005, with a few friends of mine,
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V letu 2005 sem skupaj z nekaj prijatelji ustanovil spletno stran,
00:28
called Reddit.com.
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ki se imenuje Reddit.com
00:30
That's what you'd call a social news website.
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Temu bi rekli družbena spletna stran z novicami.
00:32
Basically all that means is that the democratic front page
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To v bistvu pomeni, da je demokratična prva stran
00:34
is the best stuff on the web. You find some interesting content,
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najboljše, kar lahko najdeš na spletu. Najdeš nekaj zelo zanimivih vsebin,
00:36
say a TEDTalk,
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kot recimo TedTalk,
00:38
submit it to Reddit, and the community of your peers
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jih predložiš Reddit-u in skupina tvojih prijateljev
00:40
will vote it up if they like it, vote it down if they don't.
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jih bo ocenila višje, če jim je všeč in obratno.
00:42
And that creates the front page. It's always rising, falling, always changing.
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S tem se ustvari prva stran. Prispevki se pomikajo višje, nižje, stalno se spreminja.
00:45
About a half million people visit every day. But this isn't about Reddit.
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Dnevno jo obišče približno pol milijona ljudi. Ampak ne gre za Reddit.
00:48
This is actually about discovering new things that pop up on the web.
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Gre za odkrivanje novih stvari, ki se pojavljajo na spletu.
00:51
Because in the last four years we've seen all kinds of memes,
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V zadnjih štirih letih smo namreč videli vrsto idej,
00:54
all kinds of trends get born right on our front page.
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veliko trendov, ki so se začeli ravno na naši spletni strani.
00:56
But this isn't even about Reddit itself.
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Spet, ne gre le za samo stran Reddit.
00:58
It's actually about humpback whales.
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V bistvu gre za kite grbavce.
01:00
Well, okay, technically it's actually about Greenpeace,
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No, v redu, pravzaprav gre za Greenpeace,
01:02
which is an environmental organization that wanted to stop
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ki je okoljevarstvena organizacija, ki je želela ustaviti
01:04
the Japanese government on their whaling campaign.
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Japonsko vlado pri podpiranju kitolova.
01:06
These humpback whales were getting killed.
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Kite grbavce so množično ubijali.
01:08
They wanted to put an end to it. And one of the ways they wanted to do it
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Temu so želili narediti konec. In eden izmed načinov, kako so to želeli doseči
01:11
was to put a tracking chip inside one of these humpback whales.
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je bil, vstavitev sledilnega čipa v enega izmed kitov.
01:13
But to really kind of personify the movement, they wanted to name it.
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Ampak, da bi gibanje zares poosebili, so ga želeli še poimenovati.
01:16
So, in true web fashion they put together a poll
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Zato so, kot je trend na spletu, pripravili anketo,
01:19
where they had a bunch of very erudite, very thoughtful, cultured names.
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kjer so imeli nekaj zelo učenih, premišljenih, omikanih imen.
01:22
I believe this is a Farsi word for "immortal."
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Mislim, da v Farsiju (Perzijskem jeziku) ta beseda pomeni "nesmrten."
01:24
I think this means "divine power of the ocean"
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Mislim, da to pomeni "božanska moč ocena"
01:27
in a Polynesian language.
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v polinezijskem jeziku.
01:29
And then there was this: Mister Splashy Pants.
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In bil je tudi ta predlog: gospod Splashy Pants (pluskajoče hlače).
01:32
(Laughter)
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(smeh)
01:33
And this, this was special. Mister Pants, or Splashy, to his friends,
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In to, no to pa je bilo nekaj. Gospod Pants, ali Splashy za prijatelje,
01:36
was very popular on the Internet.
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je bil na medmrežju izjemno priljubljen.
01:38
In fact, someone on Reddit thought,
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Pravzaprav je nekdo na Redditu mislil,
01:40
"Oh, what a great thing, we should all vote this up."
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"Uau, kako super stvar, za to bi morali vsi glasovati."
01:42
And, you know, Redditors responded and all agreed.
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In, veste, uporabniki Reddita so se odzvali in strinjali.
01:44
So, the voting started and we actually got behind it ourselves.
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Tako se je glasovanje začelo in še sami smo se mu pridružili.
01:47
We changed our logo, for the day, from the alien
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Naš logo smo za en da spremenili iz vesoljčka
01:49
to a Splashy, to sort of help the cause.
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v Splashy-a, da bi gibanju nekako pomagali .
01:51
And it wasn't long before other sites like Fark
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In ni bilo dolgo, ko so tudi druge strani, kot Fark,
01:53
and Boing Boing and the rest of the Internet started saying,
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Boing Boing ter ostali na internetu pričel govoriti:
01:55
"Yes! We love Splashy Pants."
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" Da! Radi imamo Splashy Pants!
01:57
So, it went from about five percent, which was when this meme started,
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S tem se je priljubljenost povzpela iz začetnih 5
02:01
to 70 percent at the end of voting.
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na 70 odstotkov ob zaključku glasovanja.
02:04
Which is pretty impressive right? We won! Mister Splashy Pants
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Precej impresivno, kajne? Zmagali smo! Gospod Splashy Pants
02:06
was chosen. Hmm, just kidding. Okay.
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je bil izbran. Hmm, šalim se. V redu.
02:08
So, Greenpeace actually wasn't that crazy about it,
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Greenpeace nad vsem skupaj tem ni bil tako navdušen,
02:10
because they wanted one of their more thoughtful names to win.
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ker so želeli, da bi zmagalo eno izmed njihovih bolj domišljenih imen.
02:13
So they said, "No, no, just kidding. We'll give it another week of voting."
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In so rekli; "Ne, ne, to je bila šala, glasovali bomo še en teden."
02:16
Well, that got us a little angry.
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No, to nas je nekoliko razjezilo.
02:18
So, we changed it to Fightin' Splashy.
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In smo ga preimenovali v Fightin' Splashy (Bojeviti Pljuskač)
02:20
(Laughter)
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(smeh)
02:21
And the Reddit community, really,
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Reddit skupnost in pravzaprav
02:23
and the rest of the internet, rather, really got behind this.
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ves ostali internet nas je pri tem zares močno podprl.
02:25
Facebook groups were getting created. Facebook applications were getting created.
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Ustvarile so se Facebook skupine in aplikacije.
02:28
The idea was, "Vote your conscience," vote for Mister Splashy Pants.
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Ideja je bila, "Glasujte za svojo vest," glasujte za gospoda Splashy Pants.
02:31
And people were putting up signs in the real world --
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Ljudje so tudi v fizičnem svetu postavljali napise
02:33
(Laughter) -- about this whale.
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(smeh) -- v zvezi s tem kitom.
02:35
And this was the final vote. When all was cleared ...
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In to je bil zadnji glas. Ko se je vse poleglo...
02:37
78 percent of the votes, and to give you an idea of the landslide,
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smo imeli na koncu zmago z 78 odstotki, in za primerjavo,
02:39
the next highest name pulled in three. Okay?
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drugo uvrščeni je dobil le 3 odstotke. OK?
02:41
So, there was a clear lesson here.
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Tukaj je šlo torej za lekcijo.
02:43
And that was that the Internet loves Mister Splashy Pants.
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In lekcija je, da internet ljubi gospoda Splashy Pants.
02:45
Which is obvious. It's a great name.
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Kar je jasno, saj je krasno ime.
02:47
Everyone wants to hear their news anchor say, "Mister Splashy Pants."
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Vsak hoče slišati voditelja informativne oddaje izgovoriti:"Gospod Splashy Pants."
02:50
(Laughter)
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(smeh)
02:51
And I think that's what helped drive this.
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In mislim, da je bilo to velik del tega.
02:53
But what was cool was that the repercussions now for Greenpeace
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Tudi reakcija pri Greenpeace organizaciji je bila imenitna,
02:55
was, they created an entire marketing campaign around it.
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saj so okoli tega osnovali celotno oglaševalsko kampanjo.
02:58
They sell Mister Splashy Pants shirts and pins.
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Prodajajo majice in priponke Mister Splashy Pants.
03:00
They even created an e-card so you could send your friend a dancing Splashy.
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Ustvarili so celo e-voščilnico s plešočim Splashy-em, ki jo lahko pošlješ prijateljem.
03:03
But what was even more important was the fact that they actually
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Kar pa je bilo še bolj pomembno pa je to, da so
03:05
accomplished their mission. The Japanese government called off
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dosegli svoj cilj. Japonska vlada je prepovedala
03:07
their whaling expedition. Mission accomplished.
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kitolov. Cilj dosežen.
03:09
Greenpeace was thrilled. The whales were happy. That's a quote.
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Greenpeace je bil navdušen. Kiti so bili srečni. To je citat.
03:12
(Laughter)
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(smeh)
03:14
And actually, Redditors in the Internet community
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In celo uporabniki Reddita in internetnih skupnosti
03:17
were happy to participate, but they weren't whale lovers.
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so bili srečni, da so lahko sodelovali, čeprav niso bili ljubitelji kitov.
03:20
A few of them certainly were. But we're talking about a lot of people
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Nekaj izmed njih je gotovo bil. Ampak mi govorimo o množici ljudi,
03:22
who were just really interested and really caught up in this great meme,
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ki so bili samo zainteresirani in ujeti v to čudovito idejo.
03:24
and in fact someone from Greenpeace came back on the site
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Nekdo iz Greenpeace je celo prišel nazaj na spletno stran
03:26
and thanked Reddit for its participation.
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in se Redditu zahvalil za sodelovanje.
03:28
But this wasn't really out of altruism. This was just out of interest in doing something cool.
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Tukaj pravzaprav ne gre za altruizem. Gre za to, da se dogaja nekaj zanimivega, nekaj cool.
03:31
And this is kind of how the Internet works.
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In to je tudi nekako tako kot deluje internet.
03:33
This is that great big secret. Because the Internet provides this level playing field.
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To je tista velika skrivnost. Ker internet priskrbi prostor za zabavo.
03:36
Your link is just as good as your link,
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Tvoj link je ravno tako dober kot link nekoga drugega,
03:38
which is just as good as my link. As long as we have a browser,
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ki je ravno tako dober kot moj. Dokler le imamo iskalnik,
03:40
anyone can get to any website no matter how big a budget you have.
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lahko vsak dostopa do katerekoli strani ne glede na stanje v denarnici.
03:42
That is, as long as you can keep net neutrality in place.
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Vse dokler mreža uspe ohranjati nevtralnost.
03:45
The other important thing is that it costs nothing to get that content online now.
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Druga pomembna stvar pa je, da sedaj ne stane prav nič, da svojo vsebino spraviš na splet.
03:48
There are so many great publishing tools that are available,
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Na voljo je zelo veliko orodij za objavo in
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it only takes a few minutes of your time now to actually produce something.
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vzame ti le nekaj minut časa, da nekaj dejansko ustvariš.
03:52
And the cost of iteration is so cheap that you might as well give it a go.
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Cena ene iteracije je tako nizka, da se splača poskusiti.
03:55
And if you do, be genuine about it. Be honest. Be up front.
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In če poskušaš, bodi pristen. Bodi iskren. Bodi direkten.
03:57
And one of the great lessons that Greenpeace actually learned
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Ena najboljših lekcij, ki jo je dal Greenpeace,
03:59
was that it's okay to lose control.
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je, da je popolnoma OK, če se izgubi nadzor.
04:01
It's okay to take yourself a little less seriously,
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Vredu je, če se jemlješ nekoliko manj resno,
04:04
given that, even though it's a very serious cause,
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upoštevajoč, da kljub resnosti situacije
04:06
you could ultimately achieve your final goal.
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na tak način vseeno lahko dosežeš cilj.
04:08
And that's the final message that I want to share with all of you --
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In to je zadnja stvar, ki jo želim danes deliti z vsemi vami --
04:10
that you can do well online.
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na spletu vam lahko uspe.
04:12
But no longer is the message going to be coming from just the top down.
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Sporočila ne prihajajo več samo od zgoraj.
04:15
If you want to succeed you've got to be okay to just lose control.
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Če želite, da vam uspe, morate pustiti, da grejo stvari izpod kontrole.
04:17
Thank you.
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Hvala vam.
04:19
(Applause)
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(Aplavz)
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