Alexis Ohanian: How to make a splash in social media

Prevodilac: Elizabeta Petrovic Lektor: Ivana Korom

Dakle, sada, postoji puno web 2.0 konsultanata 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

Pokušaću da vam sačuvam svo vreme i sav novac

i proći kroz ovo u sledeća 3 minuta, budite strpljivi.

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

Pokrenuo sam veb stranicu 2005. godine, sa nekim svojim prijateljima,

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 biste nazvali društvenim sajtom za vesti.

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

U osnovi to je demokratska početna stranica za najbolje stvari na internetu.

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

Pronađete neki zanimljivi sadržaj, na primer TEDTalk,

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

postavite ga na "Redit" i vaša zajednica će glasati

na gore ako im se sviđa, a na dole ako im se ne sviđa.

That creates the front page.

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

I to stvara početnu stranicu.

Uvek se penje, spušta, menja.

But this isn't about Reddit.

Oko pola miliona ljudi je poseti svakog dana. Ali nije stvar u "Reditu".

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

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

Nego o otkrivanju novih stvari koje se pojavljuju na internetu.

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

U zadnje 4 godine smo videli svakakve ideje,

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

razni trendovi su se stvarali na početnoj stanici.

Ali ovo nije ni o samom "Reditu".

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

Ovo je u stvari o grbavim kitovima.

Pa, dobro, ovo je u stvari o "Grinpisu",

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

ekološkoj organizaciji koja je htela da zaustavi

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

japansku vladu i njihovu kampanju o kitovima.

Ovi kitovi su bili ubijani.

Hteli su da to zaustave.

One of the ways they wanted to do it

I jedan od načina je da stave čip za praćenje u jednog od tih kitova.

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

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

Ali da bi se personalizovao pokret, hteli su da mu daju neko ime.

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

Pa su u pravom internet stilu sastavli anketu

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

gde su imali gomilu vrlo obrazovanih, promišljenih, kulturnih imena.

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

Verujem da ovo reč za "besmrtnost" na farsi jeziku.

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

Mislim da ovo znači "božanska snaga okeana"

na polinezijskom jeziju.

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

I onda je bilo ovo: "Mister Splashy Pants" (Gospodin Pljušteće Pantalone)

(Laughter)

(Smeh)

And this was a special name.

I ovo je bilo posebno. "Mister Pants", ili "Splashy", za prijatelje,

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

je bio veoma popularan na internetu.

In fact, someone on Reddit thought,

U stvari, neko je rekao na "Reditu":

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

"Oh, kakva super stvar, trebalo bi da ovo izglasamo gore."

And Redditors responded and all agreed.

I, "Redit" ekipa je odgovorila i svi su se složili.

So the voting started.

Pa je glasanje počelo i mi smo stali iza toga.

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

I promenili smo logo, na jedan dan, od vanzemaljca

from the alien to Splashy, to help the cause.

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

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

Ubrzo su druge stranice kao "Fark" i "Boing Boing"

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

i ostatak interneta počeli da govore:

"Da. Mi volimo Splashy Pants."

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

Tako da je na kraju s 5%, s koliko je počela ova ideja, završila

to 70 percent at the end of voting.

na 70% na kraju glasanja.

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

Što je baš impresivno, zar ne?

Pobedili smo! Gospodin "Splashy Pants" je izabran.

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

Hmm, samo se šalim. Ok.

"Grinpis" i nije baš bio lud za njim,

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

jer su hteli da neko od njihovih bolje promišljenih imena pobedi.

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

Rekli su: "Ne, ne, samo se šalimo. Daćemo još jednu nedelju glasanja."

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

Pa, to nas je malo naljutilo.

Pa smo ga promenili u "Fightin' Splashy" (Borbeni Splashy).

(Laughter)

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

(Smeh)

I "Redit" zajednica,

really got behind this.

i ostatak interneta, su stvarno stali iza ovoga.

Facebook groups were created.

Facebook applications were created.

Nastale su Fejsbuk stranice i aplikacije.

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

Ideja je bila: "Glasajte za svoju savest, glasajte za Gospodina Splashy Pants-a."

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

Ljudi su počeli da stavljaju znakove u stvarnom svetu -

(Laughter)

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

(Smeh) - o ovom kitu.

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

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

78% glasova i da biste shvatili priču,

sledeće najpopularnije ime je imalo 3%.

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

Ovde se videla dobra lekcija.

Internet voli Gospodina Splashy Pantsa-a.

Which is obvious. It's a great name.

Što je očigledno. Ime je odlično.

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

Svi žele da čuju voditelje vesti kako kažu, "Mister Splashy Pants."

(Laughter)

I think that's what helped drive this.

(Smeh)

I mislim da je to ono što je ovo pokretalo.

What was cool were the repercussions.

Bilo je super to što su sada posledice za "Grinpis"

Greenpeace created an entire marketing campaign around it --

te da su napravili celu marketinšku kampanju oko toga.

Mister Splashy Pants shirts and pins,

Prodaju "Mister Splashy 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 u stvari uspeli da završe svoju misiju.

The Japanese government called off their whaling expedition.

Japanska vlada je odustala od svoje ekspedicije na kitove.

Mission accomplished: Greenpeace was thrilled,

Misija obavljena.

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

"Grinpis" je bio oduševljen. Kitovi su bili srećni. To je citat.

(Laughter)

And actually, Redditors in the Internet community

(Smeh)

I Redit ekipa je bila srećna

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

što je učestvovala, ali oni 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 stvarno bili zainteresovani ovom super idejom

really interested and caught up in this meme.

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

i neko iz "Grinpisa" se vratio na sajt

i zahvalio Reditu na učešću.

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

Ali ovo nije bilo zbog altruizma. Nego da se uradi nešto kul.

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

I ovako nekako internet radi.

To je velika tajna. Jer internet pruža jednake mogućnosti.

The Internet provides a level playing field.

Tvoj link je dobar kao njegov link, koji je dobar koliko i moj.

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

Dokle god imamo pretraživač,

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

svako može da dođe na bilo koji sajt bez obzira na budžet.

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

Odnosno, dokle god držite mrežu neutralnim mestom.

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

Danas vas ništa ne košta da postavite sadržaj onlajn.

There are so many publishing tools available,

Postoji toliko dobrih alata za objavljivanje

it only takes a few minutes to produce something.

i potrebno je samo par minuta vremena da stvorite nešto.

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

Pošto je cena ponavljanja toliko mala zašto ne biste probali.

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

I ako probate, budite originalni. Iskreni. Direktni.

One of the great lessons Greenpeace learned

Bitna lekcija koju je "Grinpis" naučio

is that it's OK to lose control,

je da je ponekad u redu izgubiti kontrolu.

OK to take yourself a little less seriously,

U redu je shvatiti sebe manje ozbiljno,

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 poslednja poruka koju želim da podelim sa vama -

da možete uspeti na internetu.

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

Poruka više neće dolaziti samo s vrha na dole.

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

Ako želite da uspete morate biti u redu s tim da izgubite kontrolu.

Thank you.

Hvala vam. (Aplauz)

(Applause)