TED Salon Brightline Initiative
Dao Nguyen: What makes something go viral?
Dao Guen (Dao Nguyen): Kako učiniti da nešto postane viralno?
Filmed:
Readability: 3.6
1,432,741 views
Koja je tajna pravljenja sadržaja koji će ljudi da vole? Pridružite se izdavaču Bazfida, Dao Guen, da saznate kako njen tim pravi svoje primamljive kvizove, liste i snimke, i naučite više o tome kako su razvili sistem da bi razumeli kako ljudi koriste sadržaje da se povežu i stvore kulturu.
Dao Nguyen - Media analytics expert
As Publisher of BuzzFeed, Dao Nguyen thinks about how media spreads online and the technology and data that publishers can use to understand why. Full bio
As Publisher of BuzzFeed, Dao Nguyen thinks about how media spreads online and the technology and data that publishers can use to understand why. Full bio
Double-click the English transcript below to play the video.
00:12
Last year, some BuzzFeed
employees were scheming
employees were scheming
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Prošle godine su se udružili
neki zaposleni u Bazfidu
neki zaposleni u Bazfidu
00:16
to prank their boss, Ze Frank,
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da podvale svom šefu, Ze Frenku,
00:19
on his birthday.
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na njegov rođendan.
00:21
They decided to put a family
of baby goats in his office.
of baby goats in his office.
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Odlučili su da stave porodicu jarića
u njegovu kancelariju.
u njegovu kancelariju.
00:25
(Laughter)
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(Smeh)
00:26
Now, BuzzFeed had recently signed on
to the Facebook Live experiment,
to the Facebook Live experiment,
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Bazfid se nedavno priključio
eksperimentu Fejsbuk uživo,
eksperimentu Fejsbuk uživo,
00:31
and so naturally,
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stoga smo, naravno,
00:32
we decided to livestream
the whole event on the internet
the whole event on the internet
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odlučili da prenosimo ceo događaj
uživo na internetu
uživo na internetu
00:36
to capture the moment
when Ze would walk in
when Ze would walk in
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i uhvatimo momenat kada će Ze da ušeta
00:40
and discover livestock in his office.
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i otkrije životinje u svojoj kancelariji.
00:44
We thought the whole thing
would last maybe 10 minutes,
would last maybe 10 minutes,
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Mislili smo da će cela stvar
da traje možda 10 minuta,
da traje možda 10 minuta,
00:47
and a few hundred company employees
would log in for the inside joke.
would log in for the inside joke.
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i da će se nekoliko stotina zaposlenih
ulogovati zbog interne šale.
ulogovati zbog interne šale.
00:52
But what happened?
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Međutim, šta se dogodilo?
00:53
They kept on getting delayed:
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Ostavljeni su da čekaju:
00:55
he went to get a drink,
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on je otišao na piće,
00:57
he was called to a meeting,
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bio je pozvan na sastanak,
00:58
the meeting ran long,
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sastanak se odužio,
01:00
he went to the bathroom.
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otišao je do kupatila.
01:01
More and more people
started logging in to watch the goats.
started logging in to watch the goats.
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Sve više i više ljudi počelo je
da se prijavljuje kako bi gledali jariće.
da se prijavljuje kako bi gledali jariće.
01:06
By the time Ze walked in
more than 30 minutes later,
more than 30 minutes later,
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U vreme kada je Ze ušetao,
što je bilo više od 30 minuta kasnije,
što je bilo više od 30 minuta kasnije,
01:10
90,000 viewers were watching
the livestream.
the livestream.
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90 000 gledalaca gledalo je prenos uživo.
01:16
Now, our team had a lot
of discussion about this video
of discussion about this video
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Naš tim je mnogo razgovarao o ovom snimku
01:20
and why it was so successful.
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i o tome zbog čega je bio toliko uspešan.
01:22
It wasn't the biggest live video
that we had done to date.
that we had done to date.
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To nije bio najveći video uživo
koji smo do tada uradili.
koji smo do tada uradili.
01:25
The biggest one that we had done
involved a fountain of cheese.
involved a fountain of cheese.
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Najveći koji smo uradili
bio je onaj sa fontanom od sira.
bio je onaj sa fontanom od sira.
01:30
But it performed so much better
than we had expected.
than we had expected.
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Ipak, ovaj je ispao mnogo bolje
nego što smo očekivali.
nego što smo očekivali.
01:33
What was it about the goats in the office
that we didn't anticipate?
that we didn't anticipate?
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Šta je to bilo vezano za jariće
u kancelariji što nismo predvideli?
u kancelariji što nismo predvideli?
01:38
Now, a reasonable person could have
any number of hypotheses.
any number of hypotheses.
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Prosečna osoba bi mogla
da iznese gomilu pretpostavki.
da iznese gomilu pretpostavki.
01:42
Maybe people love baby animals.
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Možda ljudi vole mladunčad životinja.
01:45
Maybe people love office pranks.
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Možda ljudi vole podvale na poslu.
01:47
Maybe people love stories
about their bosses
about their bosses
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Možda ljudi vole priče o svojim šefovima
01:50
or birthday surprises.
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ili rođendanskim iznenađenjima.
01:52
But our team wasn't really thinking
about what the video was about.
about what the video was about.
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Ali naš tim nije zaista razmišljao
o čemu se radilo na snimku.
o čemu se radilo na snimku.
01:56
We were thinking about
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Mi smo razmišljali
01:57
what the people watching the video
were thinking and feeling.
were thinking and feeling.
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o čemu su ljudi koji su gledali snimak
razmišljali i kako su se osećali.
razmišljali i kako su se osećali.
02:01
We read some of the 82,000 comments
that were made during the video,
that were made during the video,
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Pročitali smo neke od 82 000 komentara
koji su napisani tokom snimka,
koji su napisani tokom snimka,
02:06
and we hypothesized that they were excited
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i pretpostavili smo da su bili uzbuđeni
zato što su učestvovali
u zajedničkom naslućivanju
u zajedničkom naslućivanju
02:10
because they were participating
in the shared anticipation
in the shared anticipation
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02:13
of something that was about to happen.
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nečega što će se upravo dogoditi.
02:16
They were part of a community,
just for an instant,
just for an instant,
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Bili su deo zajednice,
pa makar i na sekund,
pa makar i na sekund,
02:19
and it made them happy.
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i to ih je učinilo srećnim.
Stoga smo odlučili da moramo
da testiramo ovu pretpostavku.
da testiramo ovu pretpostavku.
02:21
So we decided that we needed
to test this hypothesis.
to test this hypothesis.
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Šta bismo mogli da uradimo
da testiramo tu istu stvar?
da testiramo tu istu stvar?
02:24
What could we do to test
this very same thing?
this very same thing?
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02:28
The following week,
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Sledeće nedelje,
02:30
armed with the additional knowledge
that food videos are very popular,
that food videos are very popular,
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naoružani dodatnim znanjem
da su snimci o hrani veoma popularni,
da su snimci o hrani veoma popularni,
02:35
we dressed two people in hazmat suits
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obukli smo dvoje ljudi u zaštitno odelo
02:38
and wrapped rubber bands
around a watermelon until it exploded.
around a watermelon until it exploded.
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i obmotavali lubenicu gumicama
dok nije eksplodirala.
dok nije eksplodirala.
02:42
(Laughter)
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(Smeh)
02:44
Eight hundred thousand people watched
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Osamsto hiljada ljudi je gledalo
02:48
the 690th rubber band
explode the watermelon,
explode the watermelon,
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eksploziju lubenice nakon 690. gumice,
02:52
marking it as the biggest
Facebook Live event to date.
Facebook Live event to date.
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čime je to postao najveći događaj
Fejsbuka uživo do sada.
Fejsbuka uživo do sada.
02:56
The question I get most frequently is:
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Pitanje koje ja najčešće dobijam je
02:59
How do you make something go viral?
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kako učiniti da nešto postane viralno?
03:01
The question itself is misplaced;
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To pitanje je pogrešno samo po sebi;
03:03
it's not about the something.
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nije stvar u nečemu.
03:05
It's about what the people
doing the something,
doing the something,
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Stvar je u ljudima koji to nešto rade,
03:08
reading or watching --
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čitaju ili gledaju -
03:10
what are they thinking?
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o čemu oni razmišljaju?
03:11
Now, most media companies,
when they think about metadata,
when they think about metadata,
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Većina medijskih kompanija,
kada razmišljaju o metapodacima,
kada razmišljaju o metapodacima,
03:15
they think about subjects or formats.
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razmišljaju o predmetu ili formi.
03:18
It's about goats,
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U pitanju su jarići,
03:19
it's about office pranks,
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u pitanju su podvale na poslu,
03:21
it's about food,
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u pitanju je hrana,
03:22
it's a list or a video or a quiz,
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u pitanju je lista ili video ili kviz,
03:24
it's 2,000 words long,
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ima 2 000 reči,
03:25
it's 15 minutes long,
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dugačak je 15 minuta,
03:27
it has 23 embedded tweets or 15 images.
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ima 23 tvitova ili 15 slika.
03:30
Now, that kind of metadata
is mildly interesting,
is mildly interesting,
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To je vrsta metapodataka
koja je donekle interesantna,
koja je donekle interesantna,
03:33
but it doesn't actually get at
what really matters.
what really matters.
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ali se ona ne bavi onim
što je zaista bitno.
što je zaista bitno.
03:36
What if, instead of tagging
what articles or videos are about,
what articles or videos are about,
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Šta ako bismo se, umesto oznaka
o čemu se u članku ili snimku radi,
o čemu se u članku ili snimku radi,
03:40
what if we asked:
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u stvari zapitali
03:41
How is it helping our users
do a real job in their lives?
do a real job in their lives?
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kako ovo pomaže našim korisnicima
da zaista urade nešto u svojim životima?
da zaista urade nešto u svojim životima?
03:46
Last year, we started a project
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Proše godine, započeli smo projekat
03:49
to formally categorize
our content in this way.
our content in this way.
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u kom zvanično kategorizujemo
naš sadržaj na ovaj način.
naš sadržaj na ovaj način.
03:51
We called it, "cultural cartography."
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Nazvali smo ga „kulturna kartografija“.
03:55
It formalized an informal practice
that we've had for a really long time:
that we've had for a really long time:
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On je ozvaničio praktično znanje
koje smo sticali jako dugo:
koje smo sticali jako dugo:
03:59
don't just think about the subject matter;
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ne razmišljajte samo o temi;
04:01
think also about, and in fact,
primarily about,
primarily about,
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razmišljajte takođe, u stvari,
razmišljajte primarno
razmišljajte primarno
04:05
the job that your content is doing
for the reader or the viewer.
for the reader or the viewer.
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o funkciji koju vaš sadržaj obavlja
za čitaoca ili gledaoca.
za čitaoca ili gledaoca.
04:09
Let me show you the map
that we have today.
that we have today.
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Da vam pokažem mapu koji imamo danas.
04:11
Each bubble is a specific job,
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Svaki mehurić predstavlja
određenu funkciju
određenu funkciju
04:14
and each group of bubbles
in a specific color are related jobs.
in a specific color are related jobs.
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i svaka grupa mehurića u određenoj boji
predstavlja povezane funkcije.
predstavlja povezane funkcije.
04:19
First up: humor.
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Prvo: humor.
04:21
"Makes me laugh."
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„Zasmejava me.“
04:23
There are so many ways
to make somebody laugh.
to make somebody laugh.
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Postoji toliko načina da nasmejete nekoga.
04:25
You can be laughing at someone,
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Možete se smejati nekome,
04:27
you could laugh
at specific internet humor,
at specific internet humor,
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možete se smejati nekoj šali sa interneta,
04:29
you could be laughing at some good,
clean, inoffensive dad jokes.
clean, inoffensive dad jokes.
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možete se smejati onim starim,
dobrim, neuvredljivim vicevima.
dobrim, neuvredljivim vicevima.
04:33
"This is me." Identity.
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„Ovo sam ja.“ Identitet.
04:36
People are increasingly using media
to explain, "This is who I am.
to explain, "This is who I am.
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Ljudi sve više koriste medije
da pokažu: „Ovo sam ja.
da pokažu: „Ovo sam ja.
04:39
This is my upbringing, this is my culture,
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Ovo je moje vaspitanje,
ovo je moja kultura,
ovo je moja kultura,
04:42
this is my fandom,
this is my guilty pleasure,
this is my guilty pleasure,
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ovo je ono što volim,
ovo je moj tajni užitak,
ovo je moj tajni užitak,
04:44
and this is how I laugh about myself."
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a ovako se ja smejem sebi.“
„Pomaže mi da se povežem
sa drugom osobom.“
sa drugom osobom.“
04:48
"Helps me connect with another person."
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04:50
This is one of the greatest
gifts of the internet.
gifts of the internet.
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Ovo je jedan od najvećih darova interneta.
04:52
It's amazing when you find
a piece of media
a piece of media
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Neverovatno je kada nađete nešto
04:55
that precisely describes
your bond with someone.
your bond with someone.
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što precizno opisuje vaš odnos sa nekim.
04:59
This is the group of jobs
that helps me do something --
that helps me do something --
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Ovo je grupa funkcija
koje mi pomažu da uradim nešto -
koje mi pomažu da uradim nešto -
05:01
helps me settle an argument,
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pomažu mi da rešim prepirku,
05:03
helps me learn something
about myself or another person,
about myself or another person,
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pomažu mi da naučim nešto
o sebi ili o drugoj osobi,
o sebi ili o drugoj osobi,
05:05
or helps me explain my story.
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ili mi pomažu da objasnim svoju priču.
05:07
This is the group of jobs
that makes me feel something --
that makes me feel something --
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Ovo je grupa funkcija
koji čine da osećam nešto -
koji čine da osećam nešto -
05:10
makes me curious or sad
or restores my faith in humanity.
or restores my faith in humanity.
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čine me radoznalim ili tužnim,
ili mi vraćaju veru u čovečanstvo.
ili mi vraćaju veru u čovečanstvo.
05:13
Many media companies
and creators do put themselves
and creators do put themselves
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Mnoge medijske kompanije
i tvorci stavljaju sebe
i tvorci stavljaju sebe
05:17
in their audiences' shoes.
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na mesto svoje publike.
05:18
But in the age of social media,
we can go much farther.
we can go much farther.
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Ali u doba društvenih medija,
možemo ići mnogo dalje.
možemo ići mnogo dalje.
05:22
People are connected to each other
on Facebook, on Twitter,
on Facebook, on Twitter,
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Ljudi su međusobno povezani
putem Fejsbuka i Tvitera,
putem Fejsbuka i Tvitera,
05:26
and they're increasingly using media
to have a conversation
to have a conversation
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i sve više koriste medije
da bi komunicirali
da bi komunicirali
05:30
and to talk to each other.
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i da bi razgovarali.
05:31
If we can be a part of establishing
a deeper connection between two people,
a deeper connection between two people,
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Ako možemo biti deo uspostavljanja
dublje povezanosti između dve osobe,
dublje povezanosti između dve osobe,
05:37
then we will have done
a real job for these people.
a real job for these people.
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onda bismo uradili
pravu stvar za ove ljude.
pravu stvar za ove ljude.
05:41
Let me give you some examples
of how this plays out.
of how this plays out.
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Da vam dam neke primere kako ovo izgleda.
05:44
This is one of my favorite lists:
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Ovo je jedna od mojih omiljenih lista:
05:46
"32 Memes You Should
Send Your Sister Immediately" --
Send Your Sister Immediately" --
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„32 mema koje trebate poslati
vašoj sestri istog trenutka“ -
vašoj sestri istog trenutka“ -
05:49
immediately.
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istog trenutka.
05:51
For example, "When you're going
through your sister's stuff,
through your sister's stuff,
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Na primer: „Kada preturaš
sestri po stvarima
sestri po stvarima
05:54
and you hear her coming up the stairs."
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i čuješ da ide uz stepenice.“
05:56
Absolutely, I've done that.
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Naravno da sam to radila.
05:58
"Watching your sister get in trouble
for something that you did
for something that you did
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„Gledaš kako tvoja sestra strada
zbog nečega što si ti uradila
zbog nečega što si ti uradila
06:01
and blamed on her."
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i optužila nju za to.“
06:02
Yes, I've done that as well.
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Da, i to sam radila.
06:04
This list got three million views.
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Ova lista ima 3 miliona pregleda.
06:06
Why is that?
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Zašto?
06:07
Because it did, very well, several jobs:
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Zato što je veoma dobro ispunila
nekoliko funkcija:
nekoliko funkcija:
06:10
"This is us."
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„Ovo smo mi.“
06:12
"Connect with family."
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„Povezanost sa porodicom.“
06:13
"Makes me laugh."
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„Zasmejava me.“
06:14
Here are some of the thousands
and thousands of comments
and thousands of comments
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Ovo su neki od hiljada i hiljada komentara
06:17
that sisters sent to each other
using this list.
using this list.
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koje su sestre poslale jedna drugoj
koristeći ovu listu.
koristeći ovu listu.
06:21
Sometimes we discover
what jobs do after the fact.
what jobs do after the fact.
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Ponekad otkrijemo šta postiže
nakon činjenica.
nakon činjenica.
06:25
This quiz, "Pick an Outfit and We'll Guess
Your Exact Age and Height,"
Your Exact Age and Height,"
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Ovaj kviz, „Izaberi stajling i pogodićemo
vaše tačne godine i visinu“,
vaše tačne godine i visinu“,
postao je veoma viralan;
10 miliona pregleda.
10 miliona pregleda.
06:30
went very viral: 10 million views.
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06:32
Ten million views.
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Deset miliona pregleda.
06:34
I mean -- did we actually determine
the exact age and height
the exact age and height
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Mislim - da li smo zaista ustanovili
tačnu dob i visinu
tačnu dob i visinu
06:38
of 10 million people?
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10 miliona ljudi?
06:40
That's incredible. It's incredible.
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To je neverovatno. Neverovatno.
06:42
In fact, we didn't.
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U stvari, nismo.
06:43
(Laughter)
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(Smeh)
06:44
Turns out that this quiz
went extremely viral
went extremely viral
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Ispostavilo se da je ovaj kviz
postao veoma popularan
postao veoma popularan
06:49
among a group of 55-and-up women --
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među ženama koje imaju
55 ili više godina -
55 ili više godina -
06:52
(Laughter)
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(Smeh)
06:53
who were surprised and delighted
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koje su bile iznenađene i oduševljene
06:57
that BuzzFeed determined
that they were 28 and 5'9".
that they were 28 and 5'9".
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jer je Bazfid ustanovio da imaju 28 godina
i da su visoke 175 cm.
i da su visoke 175 cm.
07:03
(Laughter)
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(Smeh)
07:04
"They put me at 34 years younger
and seven inches taller.
and seven inches taller.
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„Svrstali su me u 34 godina mlađu
i 18 cm višu grupu.
i 18 cm višu grupu.
07:08
I dress for comfort and do not give
a damn what anyone says.
a damn what anyone says.
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Oblačim se za sebe
i baš me briga šta drugi misle.
i baš me briga šta drugi misle.
07:11
Age is a state of mind."
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Starost je samo stanje duha.“
07:12
This quiz was successful
not because it was accurate,
not because it was accurate,
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Ovaj kviz je bio uspešan
ne zato što je tačan,
ne zato što je tačan,
07:15
but because it allowed these ladies
to do a very important job --
to do a very important job --
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već zato što je omogućio
ovim damama veoma bitnu stvar -
ovim damama veoma bitnu stvar -
07:20
the humblebrag.
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da se suptilno hvale.
07:22
Now, we can even apply
this framework to recipes and food.
this framework to recipes and food.
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Sada možemo da primenimo
ovaj način rada čak i na recepte i hranu.
ovaj način rada čak i na recepte i hranu.
07:27
A recipe's normal job is to tell you
what to make for dinner or for lunch.
what to make for dinner or for lunch.
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Uobičajena funkcija recepta je da vam kaže
šta da spremite za ručak ili večeru.
šta da spremite za ručak ili večeru.
07:34
And this is how you would normally
brainstorm for a recipe:
brainstorm for a recipe:
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Ovako biste normalno
razmišljali o receptu:
razmišljali o receptu:
07:37
you figure out what ingredients
you want to use,
you want to use,
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smislite koje namirnice
želite da koristite,
želite da koristite,
07:39
what recipe that makes,
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recept koji ih sadrži,
07:41
and then maybe you slap a job on
at the end to sell it.
at the end to sell it.
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i onda možda na kraju dodate funkciju
da bi prošao kod publike.
da bi prošao kod publike.
07:44
But what if we flipped it around
and thought about the job first?
and thought about the job first?
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Međutim, šta ako bismo obrnuli stvari
i razmislili prvo o samoj funkciji?
i razmislili prvo o samoj funkciji?
07:49
One brainstorming session
involved the job of bonding.
involved the job of bonding.
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Jedna naša sesija mozganja
je uključivala i funkciju povezivanja.
je uključivala i funkciju povezivanja.
07:54
So, could we make a recipe
that brought people together?
that brought people together?
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Dakle, da li bismo mogli da napravimo
recept koji bi spajao ljude?
recept koji bi spajao ljude?
07:59
This is not a normal brainstorming
process at a food publisher.
process at a food publisher.
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Ovo nije normalan proces razmišljanja
kod ljudi koji objavljuju recepte.
kod ljudi koji objavljuju recepte.
08:05
So we know that people
like to bake together,
like to bake together,
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Mi znamo da ljudi vole da kuvaju zajedno
08:08
and we know that people
like to do challenges together,
like to do challenges together,
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i znamo da ljudi vole zajedno
da rešavaju izazove,
da rešavaju izazove,
08:11
so we decided to come up with a recipe
that involved those two things,
that involved those two things,
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pa smo odlučili da smislimo recept
koji će obuhvatiti obe stvari,
koji će obuhvatiti obe stvari,
08:16
and we challenged ourselves:
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te smo postavili sebi izazov:
08:18
Could we get people to say,
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možemo li navesti ljude da kažu:
08:20
"Hey, BFF, let's see
if we can do this together"?
if we can do this together"?
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„Hej, društvo, hajde da vidimo
možemo li ovo zajedno da uradimo?“
možemo li ovo zajedno da uradimo?“
08:24
The resulting video was
the "Fudgiest Brownies Ever" video.
the "Fudgiest Brownies Ever" video.
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Rezulat je bio snimak pod nazivom
„Najčokoladniji kolači ikada“.
„Najčokoladniji kolači ikada“.
08:28
It was enormously successful
in every metric possible --
in every metric possible --
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Bio je neverovatno uspešan
u svakom smislu -
u svakom smislu -
08:31
70 million views.
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70 miliona pregleda.
08:32
And people said the exact things
that we were going after:
that we were going after:
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I ljudi su radili upravo ono
što nam je i bio cilj:
što nam je i bio cilj:
08:36
"Hey, Colette, we need to make these,
are you up for a challenge?"
are you up for a challenge?"
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„Hej, Kolet, moramo ovo
da probamo. Jesi li za izazov?“
da probamo. Jesi li za izazov?“
08:39
"Game on."
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„Samo napred.“
08:40
It did the job that it set out to do,
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Ispunilo je svoju svrhu,
08:43
which was to bring people together
over baking and chocolate.
over baking and chocolate.
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a to je bilo da poveže ljude
putem kuvanja i čokolade.
putem kuvanja i čokolade.
08:49
I'm really excited about
the potential for this project.
the potential for this project.
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Ja sam stvarno uzbuđena
zbog potencijala koji ovaj projekat ima.
zbog potencijala koji ovaj projekat ima.
08:53
When we talk about this framework
with our content creators,
with our content creators,
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Kada pričamo o ovom načinu rada
sa ljudima koji nam prave sadržaj,
sa ljudima koji nam prave sadržaj,
08:56
they instantly get it,
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oni ga odmah razumeju,
08:57
no matter what beat they cover,
what country they’re in,
what country they’re in,
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bez obzira koju oblast pokrivaju,
iz koje zemlje dolaze
iz koje zemlje dolaze
09:00
or what language they speak.
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ili kojim jezikom govore.
09:01
So cultural cartography has helped us
massively scale our workforce training.
massively scale our workforce training.
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Kulturna kartografija pomogla nam je
mnogo tokom naše obuke zaposlenih.
mnogo tokom naše obuke zaposlenih.
09:06
When we talk about this project
and this framework
and this framework
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Kada govorimo o ovom projektu
i ovom načinu rada sa ljudima zaduženim
i ovom načinu rada sa ljudima zaduženim
09:10
with advertisers and brands,
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za reklame i brendove,
oni ga takođe momentalno razumeju,
09:11
they also instantly get it,
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zato što oglašivači, mnogo češće
nego medijske kompanije,
nego medijske kompanije,
09:13
because advertisers,
more often than media companies,
more often than media companies,
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09:18
understand how important it is
to understand the job
to understand the job
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razumeju koliko je bitno
da se shvati kakvu funkciju
da se shvati kakvu funkciju
09:22
that their products
are doing for customers.
are doing for customers.
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njihov proizvod obavlja za kupce.
09:26
But the reason I'm the most excited
about this project
about this project
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Ali razlog zbog kojeg sam najviše
uzbuđena zbog ovog projekta
uzbuđena zbog ovog projekta
09:30
is because it changes the relationship
between media and data.
between media and data.
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je zato što menja odnos
između medija i podataka.
između medija i podataka.
09:35
Most media companies
think of media as "mine."
think of media as "mine."
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Većina medijskih kompanija
razmišlja o medijima kao o „svojim“.
razmišlja o medijima kao o „svojim“.
09:39
How many fans do I have?
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Koliko obožavalaca imam?
09:40
How many followers have I gained?
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Koliko sam pratioca stekao?
09:42
How many views have I gotten?
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Koliko sam pregleda dobio?
09:44
How many unique IDs do I have
in my data warehouse?
in my data warehouse?
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Koliko jedinstvenih korisnika
ima u mom skladištu podataka?
ima u mom skladištu podataka?
09:47
But that misses the true value of data,
which is that it's yours.
which is that it's yours.
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Ali to ne predstavlja pravu vrednost
podataka, a to je da su ti podaci vaši.
podataka, a to je da su ti podaci vaši.
09:53
If we can capture in data
what really matters to you,
what really matters to you,
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Ako možemo podacima da predstavimo
ono što vam zaista znači
ono što vam zaista znači
09:59
and if we can understand more
the role that our work plays
the role that our work plays
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i ako možemo bolje da razumemo
ulogu koju naš posao obavlja
ulogu koju naš posao obavlja
10:03
in your actual life,
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u vašem stvarnom životu,
10:05
the better content we can create for you,
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onda možemo da pravimo
bolji sadržaj za vas
bolji sadržaj za vas
10:08
and the better that we can reach you.
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i tako bolje dopremo do vas.
10:10
Who are you?
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Ko ste vi?
10:13
How did you get there?
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Kako ste stigli tu gde ste sad?
10:14
Where are you going?
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Gde idete?
10:16
What do you care about?
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Do čega vam je stalo?
10:17
What can you teach us?
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Čemu možete da nas podučite?
10:19
That's cultural cartography.
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To je kulturna kartografija.
10:21
Thank you.
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Hvala.
10:22
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Dao Nguyen - Media analytics expertAs Publisher of BuzzFeed, Dao Nguyen thinks about how media spreads online and the technology and data that publishers can use to understand why.
Why you should listen
Dao Nguyen is the Publisher of BuzzFeed, a reinvention of the traditional title in which she oversees the company’s tech, product, data and publishing platform, as well as ad product, pricing, and distribution. Nguyen joined BuzzFeed in 2012 and has been instrumental in its rapid growth as the largest independent digital media company in the world. Prior to joining BuzzFeed, Nguyen oversaw product for a financial careers venture within Dow Jones. She also previously served as Chief Executive Officer of Le Monde Interactif, publisher of the leading news site lemonde.fr. Before moving to France, she was Executive Producer at Concrete Media, a small web agency, and a consultant at Andersen Consulting (now Accenture). She has a degree in Applied Mathematics / Computer Science from Harvard and is based in New York City.
Dao Nguyen | Speaker | TED.com