Alexis Ohanian: How to make a splash in social media

Prevoditelj: Adam Bašić Recezent: Marko Rakar

Dakle, sada, postoji puno web 2.0 konzultanata koji zarađuju puno novca.

There are a lot of web 2.0 consultants who make a lot of money.

In fact, they make their living on this stuff.

Ustvari, oni žive od toga.

I'm going to try to save you all the time and money

Pokušati ću vam sačuvati sve vrijeme i sav vaš novac

proći ću kroz ovo u slijedeće tri minute, budite strpljivi.

and go through it in the next three minutes, so bear with me.

Započeo sam web stranicu u 2005., s par prijatelja

Started a website in 2005 with a few friends, called Reddit.com.

koja se zove Reddit.com

It's what you'd call a social news website;

To je ono što bi zvali društvenom stranicom s vijestima

basically, the democratic front page of the best stuff on the web.

U osnovi to znači da je "demokratska" početna stranica

najbolji materijal na internetu. Pronađete nešto zanimljivo,

You find some interesting content -- say, a TED Talk -- submit it to Reddit,

kao recimo TED priče,

postavite to na Reddit, i vaša zajednica ravnopravnih

and a community of your peers votes up if they like it, down if they don't.

će glasanjem pomaknuti vijest gore ako im se sviđa ili dolje ako im se ne sviđa.

I to stvara početnu stranicu. Uvijek se penje, spušta, uvijek mijenja.

That creates the front page.

It's always rising, falling; a half million people visit every day.

Oko pola milijuna ljudi posjeti je svaki dan, ali to nije do Reddit-a.

But this isn't about Reddit.

It's about discovering new things that pop up on the web.

Ovo je ustvari o otkrivanju novih stvari na koje se naiđe na internetu.

In the last four years, we've seen all kinds of memes,

U zadnje četiri godine vidjeli smo svakakvih meme-a

all kinds of trends get born right on our front page.

razni trendovi su se stvarali na početnoj stranici

This isn't about Reddit itself, it's actually about humpback whales.

Ali ovo nije o samom Reddit-u.

Ovo je ustvari o grbavim kitovima.

Well, technically, it's about Greenpeace, an environmental organization

Dobro, ustvari, tehnički je ovo o Greenpeace-u

koji je ekološka organizacija koja je htjela zaustaviti

that wanted to stop the Japanese government's whaling campaign.

Japansku vladu i njihovu kampanju o kitovima.

The whales were getting killed; they wanted to put an end to it.

Ovi grbavi kitovi bivaju ubijeni.

Htjeli su to zaustaviti. Jedan od načina na koji su to htjeli učiniti

One of the ways they wanted to do it

was to put a tracking chip inside one of the whales.

je da stave prateće čipove u kitove.

Ali da bi stvarno personalizirali pokreti, htjeli su ga imenovati.

But to personify the movement, they wanted to name it.

So in true web fashion, they put together a poll,

Stoga su u pravoj internet modi sastavili anketu

where they had a bunch of very erudite, very thoughtful, cultured names.

gdje su imali hrpu vrlo obrazovanih, promišljenih, kulturnih imena.

I believe this is the Farsi word for "immortal."

Vjerujem da je ovo perzijska riječ za "besmrtnost".

Mislim da ovo znali "božanska snaga oceana"

I think this means "divine power of the ocean" in a Polynesian language.

u polinezijskom jeziku.

And then there was this: "Mister Splashy Pants."

I tu je bio: Gdin. Splashy Pants.

(Laughter)

Smijeh

And this was a special name.

Ovo je bilo posebno. Gdin. Pants (Hlače), ili Splashi (Poprskani), za prijatelje

Mister Pants, or "Splashy" to his friends, was very popular on the Internet.

bio je vrlo popularan na internetu.

In fact, someone on Reddit thought,

Ustvari, netko je smislio na Redditu,

"What a great thing, we should all vote this up."

"Oh, kakva super stvar, trebali bi izglasati ovo gore".

And Redditors responded and all agreed.

I pogodite. Reddit ekipa je odgovorila i svi su se složili.

So the voting started.

Glasanje je počelo i mi smo stali iza toga.

We got behind it ourselves; we changed our logo for the day,

Promijenili smo logo, na dan, iz vanzemaljca

from the alien to Splashy, to help the cause.

u Splashy-a, da na neki način pomognemo pokretu.

And it wasn't long before other sites like Fark and Boing Boing

Nije prošlo dugo prije nego li su druge stranice kao Fark

i Boing Boing i ostatak interneta počeli govoriti,

and the rest of the Internet started saying, "We love Splashy Pants!"

"DA! Mi volimo Splashy Pants."

So it went from about five percent, which was when this meme started,

Tako je na kraju s 5%, s koliko je počeo ovaj meme, glasovanje skočilo

to 70 percent at the end of voting.

na 70% na kraju glasovanja.

Pretty impressive, right? We won! Mister Splashy Pants was chosen.

Prilično impresivno, zar ne? Pobijedili smo! Gdin. Splashy Pants

je izabran. Hmm, samo se šalim. OK.

Just kidding -- Greenpeace actually wasn't that crazy about it,

Greenpeace ustvari nije bio jako lud za njim,

because they wanted one of the more thoughtful names to win.

jer su htjeli neko od svojih pomno izabranih imena da pobjedi.

They said, "No, just kidding. We'll give it another week of voting."

Rekli su "Ne, ne, samo se šalimo. Dat ćemo mu još jedan tjedan glasanja."

Well, that got us a little angry, so we changed it to Fightin' Splashy.

To nas je učinilo malo ljutima.

Pa smo ga promijenili u Fightin' (Borba) Splashy.

(Laughter)

(Smijeh)

And the Reddit community -- really, the rest of the Internet,

I onda je Reddit zajednica

i ostatak interneta stao iza nas.

really got behind this.

Facebook groups were created.

Facebook grupe su se počele stvarati. Facebook aplikacije su se počele pisati.

Facebook applications were created.

The idea was, "Vote your conscience, vote for Mister Splashy Pants."

Ideja je bila, "Glasajte za svoju savjest,glasajte za gdina. Splashy Pants".

People were putting up signs in the real world about this whale.

Ljudi su počeli postavljati znakove u stvarnom svijetu --

(Smijeh) - o ovom kitu.

(Laughter)

This was the final vote: 78 percent of the votes.

To je bio završni glas. Kada se sve završilo...

imali smo 78% glasova.

To give you an idea of the landslide, the next highest name pulled in three.

Slijedeće najpopularnije ime imalo je 3%. OK?

Ovdje se vidjela dobra lekcija.

There was a clear lesson: the Internet loves Mister Splashy Pants.

Internet voli Gdin. Splashy Pants.

Which is obvious. It's a great name.

Što je očito. To je sjajno ime.

Everyone wants to hear their news anchor say, "Mister Splashy Pants."

Svi žele čuti svoje voditelje vijesti kad kažu "Gospodin Splashy Pants."

(Laughter)

(Smijeh)

I think that's what helped drive this.

Mislim da je to to što je pomoglo pogoniti ovo sve.

What was cool were the repercussions.

Bilo je super to što je posljedično Greenpeace

Greenpeace created an entire marketing campaign around it --

napravio cijelu reklamnu kampanju oko njega.

Mister Splashy Pants shirts and pins,

Prodaju Splasy Pants majice i značke.

an e-card so you could send your friend a dancing Splashy.

Napravili su i e-razglednice koje možete poslati prijateljima.

But even more important was that they accomplished their mission.

Najbitnije od svega je da su ustvari uspjeli

završiti svoju misiju. Japanska vlada je odustala od

The Japanese government called off their whaling expedition.

svoje ekspedicije na kitove. Misija obavljena.

Mission accomplished: Greenpeace was thrilled,

Greenpeace je bio uzbuđen. Kitovi su bili sretni. Točka.

the whales were happy -- that's a quote.

(Smijeh)

(Laughter)

And actually, Redditors in the Internet community

Reddit zajednica

were happy to participate, but they weren't whale lovers.

je bila sretna što je sudjelovala, ali nisu bili ljubitelji kitova.

A few, certainly, but we're talking about a lot of people,

Neki od njih sigurno jesu, ali govorimo o puno ljudi

koji su bili stvarno zainteresirani s ovom super meme-om

really interested and caught up in this meme.

netko od Greenpeace-a je došao na stranicu

Greenpeace came back to the site and thanked Reddit for its participation.

i zahvalio Redditu za sudjelovanje.

But this wasn't really altruism; just interest in doing something cool.

Ovo nije bilo zbog altruizma. Ovo je bilo zbog toga da se radi nešta cool.

I ovako nekako internet radi.

This is how the Internet works. This is that great big secret.

To je velika velika tajna. Budući da internet pruža ovu razinu igranja.

The Internet provides a level playing field.

Tvoj link je dobar kao njegov link,

Your link is as good as your link, which is as good as my link.

koji je jednako dobar kao moj link. Dok god imamo pretraživač,

With a browser, anyone can get to any website no matter your budget.

svatko može doći na bilo koju internet stranicu ma koliko god veliki fond novca imali.

Tako je, dok god držite mrežu neutralnim mjestom.

That is, as long as you can keep net neutrality in place.

Najbitnije je da vas danas ne košta ništa postaviti sadržaj online.

Another important thing is it costs nothing to get content online.

Postoji toliko dobrih alata za objavljivanje

There are so many publishing tools available,

i potrebno je samo par minuta vašeg vremena da stvorite nešto.

it only takes a few minutes to produce something.

Pošto je cijena ponavljanja tako mala zašto ne biste probali.

and the cost of iteration is so cheap, you might as well.

I ako probate, budite izvorni. Budite istiniti. Budite prvi, budite iskreni.

If you do, be genuine. Be honest, up-front.

Bitna lekcija koju je Greanpeace naučio je

One of the great lessons Greenpeace learned

da je ponekad uredu izgubiti kontrolu.

is that it's OK to lose control,

Uredu je shvatiti se manje ozbiljno,

OK to take yourself a little less seriously,

given that, even though it's a very serious cause,

iako je pokret vrlo ozbiljan

you could ultimately achieve your goal.

na kraju možete postići svoj konačni cilj.

That's the final message I want to share: you can do well online.

I to je zadnja poruka koju želim podijeliti ovdje sa vama -

na internetu možete uspjeti.

But no longer is the message coming from just the top down.

Poruka više neće dolaziti samo s vrha prema dolje.

If you want to succeed you've got to be OK to lose control.

Ako želite uspjeti morate biti u redu s time da jednostavno izgubite kontrolu.

Thank you.

Hvala vam.

(Applause)

(Pljesak)