Alexis Ohanian: How to make a splash in social media

167,832 views ・ 2009-12-16

TED


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There are a lot of web 2.0 consultants who make a lot of money.
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In fact, they make their living on this stuff.
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I'm going to try to save you all the time and money
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and go through it in the next three minutes, so bear with me.
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Started a website in 2005 with a few friends, called Reddit.com.
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It's what you'd call a social news website;
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basically, the democratic front page of the best stuff on the web.
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You find some interesting content -- say, a TED Talk -- submit it to Reddit,
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and a community of your peers votes up if they like it, down if they don't.
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That creates the front page.
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It's always rising, falling; a half million people visit every day.
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But this isn't about Reddit.
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It's about discovering new things that pop up on the web.
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In the last four years, we've seen all kinds of memes,
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all kinds of trends get born right on our front page.
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This isn't about Reddit itself, it's actually about humpback whales.
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Well, technically, it's about Greenpeace, an environmental organization
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that wanted to stop the Japanese government's whaling campaign.
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The whales were getting killed; they wanted to put an end to it.
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One of the ways they wanted to do it
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was to put a tracking chip inside one of the whales.
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But to personify the movement, they wanted to name it.
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So in true web fashion, they put together a poll,
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where they had a bunch of very erudite, very thoughtful, cultured names.
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I believe this is the Farsi word for "immortal."
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I think this means "divine power of the ocean" in a Polynesian language.
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And then there was this: "Mister Splashy Pants."
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(Laughter)
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And this was a special name.
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Mister Pants, or "Splashy" to his friends, was very popular on the Internet.
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In fact, someone on Reddit thought,
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"What a great thing, we should all vote this up."
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And Redditors responded and all agreed.
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So the voting started.
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We got behind it ourselves; we changed our logo for the day,
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from the alien to Splashy, to help the cause.
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And it wasn't long before other sites like Fark and Boing Boing
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and the rest of the Internet started saying, "We love Splashy Pants!"
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So it went from about five percent, which was when this meme started,
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to 70 percent at the end of voting.
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Pretty impressive, right? We won! Mister Splashy Pants was chosen.
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Just kidding -- Greenpeace actually wasn't that crazy about it,
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because they wanted one of the more thoughtful names to win.
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They said, "No, just kidding. We'll give it another week of voting."
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Well, that got us a little angry, so we changed it to Fightin' Splashy.
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(Laughter)
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And the Reddit community -- really, the rest of the Internet,
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really got behind this.
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Facebook groups were created.
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Facebook applications were created.
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The idea was, "Vote your conscience, vote for Mister Splashy Pants."
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People were putting up signs in the real world about this whale.
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(Laughter)
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This was the final vote: 78 percent of the votes.
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To give you an idea of the landslide, the next highest name pulled in three.
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There was a clear lesson: the Internet loves Mister Splashy Pants.
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Which is obvious. It's a great name.
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Everyone wants to hear their news anchor say, "Mister Splashy Pants."
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(Laughter)
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I think that's what helped drive this.
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What was cool were the repercussions.
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Greenpeace created an entire marketing campaign around it --
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Mister Splashy Pants shirts and pins,
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an e-card so you could send your friend a dancing Splashy.
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But even more important was that they accomplished their mission.
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The Japanese government called off their whaling expedition.
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Mission accomplished: Greenpeace was thrilled,
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the whales were happy -- that's a quote.
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(Laughter)
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And actually, Redditors in the Internet community
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were happy to participate, but they weren't whale lovers.
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A few, certainly, but we're talking about a lot of people,
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really interested and caught up in this meme.
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Greenpeace came back to the site and thanked Reddit for its participation.
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But this wasn't really altruism; just interest in doing something cool.
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This is how the Internet works. This is that great big secret.
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The Internet provides a level playing field.
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Your link is as good as your link, which is as good as my link.
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With a browser, anyone can get to any website no matter your budget.
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That is, as long as you can keep net neutrality in place.
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Another important thing is it costs nothing to get content online.
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There are so many publishing tools available,
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it only takes a few minutes to produce something.
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and the cost of iteration is so cheap, you might as well.
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If you do, be genuine. Be honest, up-front.
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One of the great lessons Greenpeace learned
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is that it's OK to lose control,
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OK to take yourself a little less seriously,
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given that, even though it's a very serious cause,
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you could ultimately achieve your goal.
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That's the final message I want to share: you can do well online.
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But no longer is the message coming from just the top down.
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If you want to succeed you've got to be OK to lose control.
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Thank you.
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(Applause)
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