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 konsultanata koji zarađuju puno novca. Ustvari, oni žive od toga. Pokušaću da vam sačuvam svo vreme i sav novac i proći kroz ovo u sledeća 3 minuta, budite strpljivi. Pokrenuo sam veb stranicu 2005. godine, sa nekim svojim prijateljima, koja se zove Reddit.com.
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 je ono što biste nazvali društvenim sajtom za vesti. U osnovi to je demokratska početna stranica za najbolje stvari na internetu. Pronađete neki zanimljivi sadržaj, na primer TEDTalk, postavite ga na "Redit" i vaša zajednica će glasati na gore ako im se sviđa, a na dole ako im se ne sviđa. I to stvara početnu stranicu. Uvek se penje, spušta, menja. Oko pola miliona ljudi je poseti svakog dana. Ali nije stvar u "Reditu". Nego o otkrivanju novih stvari koje se pojavljuju na internetu. U zadnje 4 godine smo videli svakakve ideje,
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.
razni trendovi su se stvarali na početnoj stanici. Ali ovo nije ni o samom "Reditu". Ovo je u stvari o grbavim kitovima. Pa, dobro, ovo je u stvari o "Grinpisu", ekološkoj organizaciji koja je htela da zaustavi japansku vladu i njihovu kampanju o kitovima. Ovi kitovi su bili ubijani. Hteli su da to zaustave. I jedan od načina je da stave čip za praćenje u jednog od tih kitova. Ali da bi se personalizovao pokret, hteli su da mu daju neko ime.
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."
Pa su u pravom internet stilu sastavli anketu gde su imali gomilu vrlo obrazovanih, promišljenih, kulturnih imena. Verujem da ovo reč za "besmrtnost" na farsi jeziku. Mislim da ovo znači "božanska snaga okeana" na polinezijskom jeziju.
(Laughter)
I onda je bilo ovo: "Mister Splashy Pants" (Gospodin Pljušteće Pantalone)
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) I ovo je bilo posebno. "Mister Pants", ili "Splashy", za prijatelje, je bio veoma popularan na internetu. U stvari, neko je rekao na "Reditu": "Oh, kakva super stvar, trebalo bi da ovo izglasamo gore." I, "Redit" ekipa je odgovorila i svi su se složili. Pa je glasanje počelo i mi smo stali iza toga. I promenili smo logo, na jedan dan, od vanzemaljca u Splashy-ja, da na neki način pomognemo pokretu. Ubrzo su druge stranice kao "Fark" i "Boing Boing" i ostatak interneta počeli da govore:
So it went from about five percent, which was when this meme started,
"Da. Mi volimo Splashy Pants."
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 da je na kraju s 5%, s koliko je počela ova ideja, završila na 70% na kraju glasanja. Što je baš impresivno, zar ne? Pobedili smo! Gospodin "Splashy Pants" je izabran. Hmm, samo se šalim. Ok. "Grinpis" i nije baš bio lud za njim, jer su hteli da neko od njihovih bolje promišljenih imena pobedi.
Well, that got us a little angry, so we changed it to Fightin' Splashy.
Rekli su: "Ne, ne, samo se šalimo. Daćemo još jednu nedelju glasanja."
Pa, to nas je malo naljutilo.
(Laughter)
Pa smo ga promenili u "Fightin' Splashy" (Borbeni Splashy).
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.
(Smeh) I "Redit" zajednica, i ostatak interneta, su stvarno stali iza ovoga. Nastale su Fejsbuk stranice i aplikacije. Ideja je bila: "Glasajte za svoju savest, glasajte za Gospodina Splashy Pants-a." Ljudi su počeli da stavljaju znakove u stvarnom svetu -
(Laughter)
(Smeh) - o ovom kitu.
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.
To je bio završni glas. Kada se sve raščistilo... 78% glasova i da biste shvatili priču, sledeće najpopularnije ime je imalo 3%.
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."
Ovde se videla dobra lekcija. Internet voli Gospodina Splashy Pantsa-a. Što je očigledno. Ime je odlično.
(Laughter)
Svi žele da čuju voditelje vesti kako kažu, "Mister Splashy Pants."
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.
(Smeh) I mislim da je to ono što je ovo pokretalo. Bilo je super to što su sada posledice za "Grinpis" te da su napravili celu marketinšku kampanju oko toga. Prodaju "Mister Splashy Pants" majice i značke. Napravili su i e-razglednice koje možete poslati prijateljima. Najbitnije od svega je da su u stvari uspeli da završe svoju misiju. Japanska vlada je odustala od svoje ekspedicije na kitove. Misija obavljena.
(Laughter)
"Grinpis" je bio oduševljen. Kitovi su bili srećni. To je citat.
And actually, Redditors in the Internet community
(Smeh)
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.
I Redit ekipa je bila srećna što je učestvovala, ali oni nisu bili ljubitelji kitova. Neki od njih sigurno jesu. Ali govorimo o puno ljudi koji su stvarno bili zainteresovani ovom super idejom i neko iz "Grinpisa" se vratio na sajt i zahvalio Reditu na učešću. Ali ovo nije bilo zbog altruizma. Nego da se uradi nešto kul.
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 tajna. Jer internet pruža jednake mogućnosti. Tvoj link je dobar kao njegov link, koji je dobar koliko i moj. Dokle god imamo pretraživač, svako može da dođe na bilo koji sajt bez obzira na budžet.
Another important thing is it costs nothing to get content online.
Odnosno, dokle god držite mrežu neutralnim mestom.
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.
Danas vas ništa ne košta da postavite sadržaj onlajn. Postoji toliko dobrih alata za objavljivanje i potrebno je samo par minuta vremena da stvorite nešto. Pošto je cena ponavljanja toliko 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 originalni. Iskreni. Direktni. Bitna lekcija koju je "Grinpis" naučio je da je ponekad u redu izgubiti kontrolu. U redu je shvatiti sebe manje ozbiljno, iako je pokret vrlo ozbiljan, na kraju možete postići svoj konačni cilj. I to je poslednja poruka koju želim da podelim sa vama - da možete uspeti na internetu. Poruka više neće dolaziti samo s vrha na dole.
Thank you.
Ako želite da uspete morate biti u redu s tim da izgubite kontrolu.
(Applause)
Hvala vam. (Aplauz)