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;
Torej, dandanes je veliko svetovalcev spleta 2.0., ki služijo veliko denarja. Pravzaprav oni od tega živijo. Potrudil se bom, da vam prihranim nekaj časa in denarja in skušal vse to povedati v treh minutah, bodite potrpežljivi. V letu 2005 sem skupaj z nekaj prijatelji ustanovil spletno stran, ki se imenuje Reddit.com Temu bi rekli družbena spletna stran z novicami.
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.
To v bistvu pomeni, da je demokratična prva stran najboljše, kar lahko najdeš na spletu. Najdeš nekaj zelo zanimivih vsebin, kot recimo TedTalk, jih predložiš Reddit-u in skupina tvojih prijateljev jih bo ocenila višje, če jim je všeč in obratno. S tem se ustvari prva stran. Prispevki se pomikajo višje, nižje, stalno se spreminja. Dnevno jo obišče približno pol milijona ljudi. Ampak ne gre za Reddit. Gre za odkrivanje novih stvari, ki se pojavljajo na spletu. V zadnjih štirih letih smo namreč videli vrsto idej, veliko trendov, ki so se začeli ravno na naši spletni strani.
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.
Spet, ne gre le za samo stran Reddit. V bistvu gre za kite grbavce. No, v redu, pravzaprav gre za Greenpeace, ki je okoljevarstvena organizacija, ki je želela ustaviti Japonsko vlado pri podpiranju kitolova. Kite grbavce so množično ubijali. Temu so želili narediti konec. In eden izmed načinov, kako so to želeli doseči je bil, vstavitev sledilnega čipa v enega izmed kitov. Ampak, da bi gibanje zares poosebili, so ga želeli še poimenovati.
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."
Zato so, kot je trend na spletu, pripravili anketo, kjer so imeli nekaj zelo učenih, premišljenih, omikanih imen. Mislim, da v Farsiju (Perzijskem jeziku) ta beseda pomeni "nesmrten." Mislim, da to pomeni "božanska moč ocena" v polinezijskem jeziku.
(Laughter)
In bil je tudi ta predlog: gospod Splashy Pants (pluskajoče hlače).
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!"
(smeh) In to, no to pa je bilo nekaj. Gospod Pants, ali Splashy za prijatelje, je bil na medmrežju izjemno priljubljen. Pravzaprav je nekdo na Redditu mislil, "Uau, kako super stvar, za to bi morali vsi glasovati." In, veste, uporabniki Reddita so se odzvali in strinjali. Tako se je glasovanje začelo in še sami smo se mu pridružili. Naš logo smo za en da spremenili iz vesoljčka v Splashy-a, da bi gibanju nekako pomagali . In ni bilo dolgo, ko so tudi druge strani, kot Fark, Boing Boing ter ostali na internetu pričel govoriti: " Da! Radi imamo 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."
S tem se je priljubljenost povzpela iz začetnih 5 na 70 odstotkov ob zaključku glasovanja. Precej impresivno, kajne? Zmagali smo! Gospod Splashy Pants je bil izbran. Hmm, šalim se. V redu. Greenpeace nad vsem skupaj tem ni bil tako navdušen, ker so želeli, da bi zmagalo eno izmed njihovih bolj domišljenih imen. 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.
(Laughter)
In smo ga preimenovali v Fightin' Splashy (Bojeviti Pljuskač) (smeh)
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.
Reddit skupnost in pravzaprav ves ostali internet nas je pri tem zares močno podprl. Ustvarile so se Facebook skupine in aplikacije. Ideja je bila, "Glasujte za svojo vest," glasujte za gospoda Splashy Pants. Ljudje so tudi v fizičnem svetu postavljali napise (smeh) -- v zvezi s tem kitom.
(Laughter)
In to je bil zadnji glas. Ko se je vse poleglo...
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.
smo imeli na koncu zmago z 78 odstotki, in za primerjavo, drugo uvrščeni je dobil le 3 odstotke. 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."
Tukaj je šlo torej za lekcijo. In lekcija je, da internet ljubi gospoda Splashy Pants. Kar je jasno, saj je krasno ime. Vsak hoče slišati voditelja informativne oddaje izgovoriti:"Gospod Splashy Pants."
(Laughter)
(smeh)
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.
In mislim, da je bilo to velik del tega. Tudi reakcija pri Greenpeace organizaciji je bila imenitna, saj so okoli tega osnovali celotno oglaševalsko kampanjo. Prodajajo majice in priponke Mister Splashy Pants. Ustvarili so celo e-voščilnico s plešočim Splashy-em, ki jo lahko pošlješ prijateljem. Kar pa je bilo še bolj pomembno pa je to, da so dosegli svoj cilj. Japonska vlada je prepovedala kitolov. Cilj dosežen. Greenpeace je bil navdušen. Kiti so bili srečni. To je citat.
(Laughter)
(smeh)
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.
In celo uporabniki Reddita in internetnih skupnosti so bili srečni, da so lahko sodelovali, čeprav niso bili ljubitelji kitov. Nekaj izmed njih je gotovo bil. Ampak mi govorimo o množici ljudi, ki so bili samo zainteresirani in ujeti v to čudovito idejo. Nekdo iz Greenpeace je celo prišel nazaj na spletno stran in se Redditu zahvalil za sodelovanje. Tukaj pravzaprav ne gre za altruizem. Gre za to, da se dogaja nekaj zanimivega, nekaj 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.
In to je tudi nekako tako kot deluje internet. To je tista velika skrivnost. Ker internet priskrbi prostor za zabavo. Tvoj link je ravno tako dober kot link nekoga drugega, ki je ravno tako dober kot moj. Dokler le imamo iskalnik, lahko vsak dostopa do katerekoli strani ne glede na stanje v denarnici. Vse dokler mreža uspe ohranjati nevtralnost.
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.
Druga pomembna stvar pa je, da sedaj ne stane prav nič, da svojo vsebino spraviš na splet. Na voljo je zelo veliko orodij za objavo in vzame ti le nekaj minut časa, da nekaj dejansko ustvariš. Cena ene iteracije je tako nizka, da se splača poskusiti.
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.
In če poskušaš, bodi pristen. Bodi iskren. Bodi direkten. Ena najboljših lekcij, ki jo je dal Greenpeace, je, da je popolnoma OK, če se izgubi nadzor. Vredu je, če se jemlješ nekoliko manj resno, upoštevajoč, da kljub resnosti situacije na tak način vseeno lahko dosežeš cilj. In to je zadnja stvar, ki jo želim danes deliti z vsemi vami -- na spletu vam lahko uspe. Sporočila ne prihajajo več samo od zgoraj. Če želite, da vam uspe, morate pustiti, da grejo stvari izpod kontrole.
Thank you.
Hvala vam.
(Applause)
(Aplavz)