There are a lot of web 2.0 consultants who make a lot of money. In fact, they make their living on this stuff. I'm going to try to save you all the time and money and go through it in the next three minutes, so bear with me. Started a website in 2005 with a few friends, called Reddit.com. It's what you'd call a social news website;
Dakle, sada, postoji puno web 2.0 konzultanata koji zarađuju puno novca. Ustvari, oni žive od toga. Pokušati ću vam sačuvati sve vrijeme i sav vaš novac proći ću kroz ovo u slijedeće tri minute, budite strpljivi. Započeo sam web stranicu u 2005., s par prijatelja koja se zove Reddit.com To je ono što bi zvali društvenom stranicom s vijestima
basically, the democratic front page of the best stuff on the web. You find some interesting content -- say, a TED Talk -- submit it to Reddit, and a community of your peers votes up if they like it, down if they don't. That creates the front page. It's always rising, falling; a half million people visit every day. But this isn't about Reddit. It's about discovering new things that pop up on the web. In the last four years, we've seen all kinds of memes, all kinds of trends get born right on our front page.
U osnovi to znači da je "demokratska" početna stranica najbolji materijal na internetu. Pronađete nešto zanimljivo, kao recimo TED priče, postavite to na Reddit, i vaša zajednica ravnopravnih 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. Oko pola milijuna ljudi posjeti je svaki dan, ali to nije do Reddit-a. Ovo je ustvari o otkrivanju novih stvari na koje se naiđe na internetu. U zadnje četiri godine vidjeli smo svakakvih meme-a razni trendovi su se stvarali na početnoj stranici
This isn't about Reddit itself, it's actually about humpback whales. Well, technically, it's about Greenpeace, an environmental organization that wanted to stop the Japanese government's whaling campaign. The whales were getting killed; they wanted to put an end to it. One of the ways they wanted to do it was to put a tracking chip inside one of the whales. But to personify the movement, they wanted to name it.
Ali ovo nije o samom Reddit-u. Ovo je ustvari o grbavim kitovima. Dobro, ustvari, tehnički je ovo o Greenpeace-u koji je ekološka organizacija koja je htjela zaustaviti Japansku vladu i njihovu kampanju o kitovima. Ovi grbavi kitovi bivaju ubijeni. Htjeli su to zaustaviti. Jedan od načina na koji su to htjeli učiniti je da stave prateće čipove u kitove. Ali da bi stvarno personalizirali pokreti, htjeli su ga imenovati.
So in true web fashion, they put together a poll, where they had a bunch of very erudite, very thoughtful, cultured names. I believe this is the Farsi word for "immortal." I think this means "divine power of the ocean" in a Polynesian language. And then there was this: "Mister Splashy Pants."
Stoga su u pravoj internet modi sastavili anketu gdje su imali hrpu vrlo obrazovanih, promišljenih, kulturnih imena. Vjerujem da je ovo perzijska riječ za "besmrtnost". Mislim da ovo znali "božanska snaga oceana" u polinezijskom jeziku.
(Laughter)
I tu je bio: Gdin. Splashy Pants.
And this was a special name. Mister Pants, or "Splashy" to his friends, was very popular on the Internet. In fact, someone on Reddit thought, "What a great thing, we should all vote this up." And Redditors responded and all agreed. So the voting started. We got behind it ourselves; we changed our logo for the day, from the alien to Splashy, to help the cause. And it wasn't long before other sites like Fark and Boing Boing and the rest of the Internet started saying, "We love Splashy Pants!"
Smijeh Ovo je bilo posebno. Gdin. Pants (Hlače), ili Splashi (Poprskani), za prijatelje bio je vrlo popularan na internetu. Ustvari, netko je smislio na Redditu, "Oh, kakva super stvar, trebali bi izglasati ovo gore". I pogodite. Reddit ekipa je odgovorila i svi su se složili. Glasanje je počelo i mi smo stali iza toga. Promijenili smo logo, na dan, iz vanzemaljca u Splashy-a, da na neki način pomognemo pokretu. Nije prošlo dugo prije nego li su druge stranice kao Fark i Boing Boing i ostatak interneta počeli govoriti, "DA! Mi volimo Splashy Pants."
So it went from about five percent, which was when this meme started, to 70 percent at the end of voting. Pretty impressive, right? We won! Mister Splashy Pants was chosen. Just kidding -- Greenpeace actually wasn't that crazy about it, because they wanted one of the more thoughtful names to win. They said, "No, just kidding. We'll give it another week of voting."
Tako je na kraju s 5%, s koliko je počeo ovaj meme, glasovanje skočilo na 70% na kraju glasovanja. Prilično impresivno, zar ne? Pobijedili smo! Gdin. Splashy Pants je izabran. Hmm, samo se šalim. OK. Greenpeace ustvari nije bio jako lud za njim, jer su htjeli neko od svojih pomno izabranih imena da pobjedi. 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.
(Laughter)
Pa smo ga promijenili u Fightin' (Borba) Splashy. (Smijeh)
And the Reddit community -- really, the rest of the Internet, really got behind this. Facebook groups were created. Facebook applications were created. The idea was, "Vote your conscience, vote for Mister Splashy Pants." People were putting up signs in the real world about this whale.
I onda je Reddit zajednica i ostatak interneta stao iza nas. Facebook grupe su se počele stvarati. Facebook aplikacije su se počele pisati. Ideja je bila, "Glasajte za svoju savjest,glasajte za gdina. Splashy Pants". Ljudi su počeli postavljati znakove u stvarnom svijetu -- (Smijeh) - o ovom kitu.
(Laughter)
To je bio završni glas. Kada se sve završilo...
This was the final vote: 78 percent of the votes. To give you an idea of the landslide, the next highest name pulled in three.
imali smo 78% glasova. Slijedeće najpopularnije ime imalo je 3%. OK?
There was a clear lesson: the Internet loves Mister Splashy Pants. Which is obvious. It's a great name. Everyone wants to hear their news anchor say, "Mister Splashy Pants."
Ovdje se vidjela dobra lekcija. Internet voli Gdin. Splashy Pants. Što je očito. To je sjajno ime. Svi žele čuti svoje voditelje vijesti kad kažu "Gospodin Splashy Pants."
(Laughter)
(Smijeh)
I think that's what helped drive this. What was cool were the repercussions. Greenpeace created an entire marketing campaign around it -- Mister Splashy Pants shirts and pins, an e-card so you could send your friend a dancing Splashy. But even more important was that they accomplished their mission. The Japanese government called off their whaling expedition. Mission accomplished: Greenpeace was thrilled, the whales were happy -- that's a quote.
Mislim da je to to što je pomoglo pogoniti ovo sve. Bilo je super to što je posljedično Greenpeace napravio cijelu reklamnu kampanju oko njega. Prodaju Splasy Pants majice i značke. Napravili su i e-razglednice koje možete poslati prijateljima. Najbitnije od svega je da su ustvari uspjeli završiti svoju misiju. Japanska vlada je odustala od svoje ekspedicije na kitove. Misija obavljena. Greenpeace je bio uzbuđen. Kitovi su bili sretni. Točka.
(Laughter)
(Smijeh)
And actually, Redditors in the Internet community were happy to participate, but they weren't whale lovers. A few, certainly, but we're talking about a lot of people, really interested and caught up in this meme. Greenpeace came back to the site and thanked Reddit for its participation. But this wasn't really altruism; just interest in doing something cool.
Reddit zajednica je bila sretna što je sudjelovala, ali nisu bili ljubitelji kitova. Neki od njih sigurno jesu, ali govorimo o puno ljudi koji su bili stvarno zainteresirani s ovom super meme-om netko od Greenpeace-a je došao na stranicu i zahvalio Redditu za sudjelovanje. Ovo nije bilo zbog altruizma. Ovo je bilo zbog toga da se radi nešta cool.
This is how the Internet works. This is that great big secret. The Internet provides a level playing field. Your link is as good as your link, which is as good as my link. With a browser, anyone can get to any website no matter your budget. That is, as long as you can keep net neutrality in place.
I ovako nekako internet radi. To je velika velika tajna. Budući da internet pruža ovu razinu igranja. Tvoj link je dobar kao njegov link, koji je jednako dobar kao moj link. Dok god imamo pretraživač, svatko može doći na bilo koju internet stranicu ma koliko god veliki fond novca imali. Tako je, dok god držite mrežu neutralnim mjestom.
Another important thing is it costs nothing to get content online. There are so many publishing tools available, it only takes a few minutes to produce something. and the cost of iteration is so cheap, you might as well.
Najbitnije je da vas danas ne košta ništa postaviti sadržaj online. Postoji toliko dobrih alata za objavljivanje i potrebno je samo par minuta vašeg vremena da stvorite nešto. Pošto je cijena ponavljanja tako mala zašto ne biste probali.
If you do, be genuine. Be honest, up-front. One of the great lessons Greenpeace learned is that it's OK to lose control, OK to take yourself a little less seriously, given that, even though it's a very serious cause, you could ultimately achieve your goal. That's the final message I want to share: you can do well online. But no longer is the message coming from just the top down. If you want to succeed you've got to be OK to lose control.
I ako probate, budite izvorni. Budite istiniti. Budite prvi, budite iskreni. Bitna lekcija koju je Greanpeace naučio je da je ponekad uredu izgubiti kontrolu. Uredu je shvatiti se manje ozbiljno, iako je pokret vrlo ozbiljan na kraju možete postići svoj konačni cilj. I to je zadnja poruka koju želim podijeliti ovdje sa vama - na internetu možete uspjeti. Poruka više neće dolaziti samo s vrha prema dolje. Ako želite uspjeti morate biti u redu s time da jednostavno izgubite kontrolu.
Thank you.
Hvala vam.
(Applause)
(Pljesak)