Alexis Ohanian: How to make a splash in social media

Translator: andrej hrovat Reviewer: Matej Golob

Torej, dandanes je veliko svetovalcev spleta 2.0., ki služijo veliko denarja.

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

In fact, they make their living on this stuff.

Pravzaprav oni od tega živijo.

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

Potrudil se bom, da vam prihranim nekaj časa in denarja

in skušal vse to povedati v treh minutah, bodite potrpežljivi.

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

V letu 2005 sem skupaj z nekaj prijatelji ustanovil spletno stran,

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

ki se imenuje Reddit.com

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

Temu bi rekli družbena spletna stran z novicami.

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

To v bistvu pomeni, da je demokratična prva stran

najboljše, kar lahko najdeš na spletu. Najdeš nekaj zelo zanimivih vsebin,

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

kot recimo TedTalk,

jih predložiš Reddit-u in skupina tvojih prijateljev

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

jih bo ocenila višje, če jim je všeč in obratno.

S tem se ustvari prva stran. Prispevki se pomikajo višje, nižje, stalno se spreminja.

That creates the front page.

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

Dnevno jo obišče približno pol milijona ljudi. Ampak ne gre za Reddit.

But this isn't about Reddit.

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

Gre za odkrivanje novih stvari, ki se pojavljajo na spletu.

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

V zadnjih štirih letih smo namreč videli vrsto idej,

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

veliko trendov, ki so se začeli ravno na naši spletni strani.

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

Spet, ne gre le za samo stran Reddit.

V bistvu gre za kite grbavce.

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

No, v redu, pravzaprav gre za Greenpeace,

ki je okoljevarstvena organizacija, ki je želela ustaviti

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

Japonsko vlado pri podpiranju kitolova.

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

Kite grbavce so množično ubijali.

Temu so želili narediti konec. In eden izmed načinov, kako so to želeli doseči

One of the ways they wanted to do it

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

je bil, vstavitev sledilnega čipa v enega izmed kitov.

Ampak, da bi gibanje zares poosebili, so ga želeli še poimenovati.

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

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

Zato so, kot je trend na spletu, pripravili anketo,

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

kjer so imeli nekaj zelo učenih, premišljenih, omikanih imen.

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

Mislim, da v Farsiju (Perzijskem jeziku) ta beseda pomeni "nesmrten."

Mislim, da to pomeni "božanska moč ocena"

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

v polinezijskem jeziku.

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

In bil je tudi ta predlog: gospod Splashy Pants (pluskajoče hlače).

(Laughter)

(smeh)

And this was a special name.

In to, no to pa je bilo nekaj. Gospod Pants, ali Splashy za prijatelje,

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

je bil na medmrežju izjemno priljubljen.

In fact, someone on Reddit thought,

Pravzaprav je nekdo na Redditu mislil,

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

"Uau, kako super stvar, za to bi morali vsi glasovati."

And Redditors responded and all agreed.

In, veste, uporabniki Reddita so se odzvali in strinjali.

So the voting started.

Tako se je glasovanje začelo in še sami smo se mu pridružili.

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

Naš logo smo za en da spremenili iz vesoljčka

from the alien to Splashy, to help the cause.

v Splashy-a, da bi gibanju nekako pomagali .

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

In ni bilo dolgo, ko so tudi druge strani, kot Fark,

Boing Boing ter ostali na internetu pričel govoriti:

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

" Da! Radi imamo Splashy Pants!

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

S tem se je priljubljenost povzpela iz začetnih 5

to 70 percent at the end of voting.

na 70 odstotkov ob zaključku glasovanja.

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

Precej impresivno, kajne? Zmagali smo! Gospod Splashy Pants

je bil izbran. Hmm, šalim se. V redu.

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

Greenpeace nad vsem skupaj tem ni bil tako navdušen,

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

ker so želeli, da bi zmagalo eno izmed njihovih bolj domišljenih imen.

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

In so rekli; "Ne, ne, to je bila šala, glasovali bomo še en teden."

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

No, to nas je nekoliko razjezilo.

In smo ga preimenovali v Fightin' Splashy (Bojeviti Pljuskač)

(Laughter)

(smeh)

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

Reddit skupnost in pravzaprav

ves ostali internet nas je pri tem zares močno podprl.

really got behind this.

Facebook groups were created.

Ustvarile so se Facebook skupine in aplikacije.

Facebook applications were created.

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

Ideja je bila, "Glasujte za svojo vest," glasujte za gospoda Splashy Pants.

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

Ljudje so tudi v fizičnem svetu postavljali napise

(smeh) -- v zvezi s tem kitom.

(Laughter)

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

In to je bil zadnji glas. Ko se je vse poleglo...

smo imeli na koncu zmago z 78 odstotki, in za primerjavo,

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

drugo uvrščeni je dobil le 3 odstotke. OK?

Tukaj je šlo torej za lekcijo.

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

In lekcija je, da internet ljubi gospoda Splashy Pants.

Which is obvious. It's a great name.

Kar je jasno, saj je krasno ime.

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

Vsak hoče slišati voditelja informativne oddaje izgovoriti:"Gospod Splashy Pants."

(Laughter)

(smeh)

I think that's what helped drive this.

In mislim, da je bilo to velik del tega.

What was cool were the repercussions.

Tudi reakcija pri Greenpeace organizaciji je bila imenitna,

Greenpeace created an entire marketing campaign around it --

saj so okoli tega osnovali celotno oglaševalsko kampanjo.

Mister Splashy Pants shirts and pins,

Prodajajo majice in priponke Mister Splashy Pants.

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

Ustvarili so celo e-voščilnico s plešočim Splashy-em, ki jo lahko pošlješ prijateljem.

But even more important was that they accomplished their mission.

Kar pa je bilo še bolj pomembno pa je to, da so

dosegli svoj cilj. Japonska vlada je prepovedala

The Japanese government called off their whaling expedition.

kitolov. Cilj dosežen.

Mission accomplished: Greenpeace was thrilled,

Greenpeace je bil navdušen. Kiti so bili srečni. To je citat.

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

(smeh)

(Laughter)

And actually, Redditors in the Internet community

In celo uporabniki Reddita in internetnih skupnosti

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

so bili srečni, da so lahko sodelovali, čeprav niso bili ljubitelji kitov.

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

Nekaj izmed njih je gotovo bil. Ampak mi govorimo o množici ljudi,

ki so bili samo zainteresirani in ujeti v to čudovito idejo.

really interested and caught up in this meme.

Nekdo iz Greenpeace je celo prišel nazaj na spletno stran

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

in se Redditu zahvalil za sodelovanje.

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

Tukaj pravzaprav ne gre za altruizem. Gre za to, da se dogaja nekaj zanimivega, nekaj cool.

In to je tudi nekako tako kot deluje internet.

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

To je tista velika skrivnost. Ker internet priskrbi prostor za zabavo.

The Internet provides a level playing field.

Tvoj link je ravno tako dober kot link nekoga drugega,

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

ki je ravno tako dober kot moj. Dokler le imamo iskalnik,

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

lahko vsak dostopa do katerekoli strani ne glede na stanje v denarnici.

Vse dokler mreža uspe ohranjati nevtralnost.

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

Druga pomembna stvar pa je, da sedaj ne stane prav nič, da svojo vsebino spraviš na splet.

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

Na voljo je zelo veliko orodij za objavo in

There are so many publishing tools available,

vzame ti le nekaj minut časa, da nekaj dejansko ustvariš.

it only takes a few minutes to produce something.

Cena ene iteracije je tako nizka, da se splača poskusiti.

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

In če poskušaš, bodi pristen. Bodi iskren. Bodi direkten.

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

Ena najboljših lekcij, ki jo je dal Greenpeace,

One of the great lessons Greenpeace learned

je, da je popolnoma OK, če se izgubi nadzor.

is that it's OK to lose control,

Vredu je, če se jemlješ nekoliko manj resno,

OK to take yourself a little less seriously,

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

upoštevajoč, da kljub resnosti situacije

you could ultimately achieve your goal.

na tak način vseeno lahko dosežeš cilj.

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

In to je zadnja stvar, ki jo želim danes deliti z vsemi vami --

na spletu vam lahko uspe.

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

Sporočila ne prihajajo več samo od zgoraj.

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

Če želite, da vam uspe, morate pustiti, da grejo stvari izpod kontrole.

Thank you.

Hvala vam.

(Applause)

(Aplavz)