Last year, some BuzzFeed employees were scheming to prank their boss, Ze Frank, on his birthday. They decided to put a family of baby goats in his office.
Prošle godine su se udružili neki zaposleni u Bazfidu da podvale svom šefu, Ze Frenku, na njegov rođendan. Odlučili su da stave porodicu jarića u njegovu kancelariju.
(Laughter)
(Smeh)
Now, BuzzFeed had recently signed on to the Facebook Live experiment, and so naturally, we decided to livestream the whole event on the internet to capture the moment when Ze would walk in and discover livestock in his office. We thought the whole thing would last maybe 10 minutes, and a few hundred company employees would log in for the inside joke. But what happened? Ze kept on getting delayed: he went to get a drink, he was called to a meeting, the meeting ran long, he went to the bathroom. More and more people started logging in to watch the goats. By the time Ze walked in more than 30 minutes later, 90,000 viewers were watching the livestream.
Bazfid se nedavno priključio eksperimentu Fejsbuk uživo, stoga smo, naravno, odlučili da prenosimo ceo događaj uživo na internetu i uhvatimo momenat kada će Ze da ušeta i otkrije životinje u svojoj kancelariji. Mislili smo da će cela stvar da traje možda 10 minuta, i da će se nekoliko stotina zaposlenih ulogovati zbog interne šale. Međutim, šta se dogodilo? Ostavljeni su da čekaju: on je otišao na piće, bio je pozvan na sastanak, sastanak se odužio, otišao je do kupatila. Sve više i više ljudi počelo je da se prijavljuje kako bi gledali jariće. U vreme kada je Ze ušetao, što je bilo više od 30 minuta kasnije, 90 000 gledalaca gledalo je prenos uživo.
Now, our team had a lot of discussion about this video and why it was so successful. It wasn't the biggest live video that we had done to date. The biggest one that we had done involved a fountain of cheese. But it performed so much better than we had expected. What was it about the goats in the office that we didn't anticipate? Now, a reasonable person could have any number of hypotheses. Maybe people love baby animals. Maybe people love office pranks. Maybe people love stories about their bosses or birthday surprises. But our team wasn't really thinking about what the video was about. We were thinking about what the people watching the video were thinking and feeling. We read some of the 82,000 comments that were made during the video, and we hypothesized that they were excited because they were participating in the shared anticipation of something that was about to happen. They were part of a community, just for an instant, and it made them happy.
Naš tim je mnogo razgovarao o ovom snimku i o tome zbog čega je bio toliko uspešan. To nije bio najveći video uživo koji smo do tada uradili. Najveći koji smo uradili bio je onaj sa fontanom od sira. Ipak, ovaj je ispao mnogo bolje nego što smo očekivali. Šta je to bilo vezano za jariće u kancelariji što nismo predvideli? Prosečna osoba bi mogla da iznese gomilu pretpostavki. Možda ljudi vole mladunčad životinja. Možda ljudi vole podvale na poslu. Možda ljudi vole priče o svojim šefovima ili rođendanskim iznenađenjima. Ali naš tim nije zaista razmišljao o čemu se radilo na snimku. Mi smo razmišljali o čemu su ljudi koji su gledali snimak razmišljali i kako su se osećali. Pročitali smo neke od 82 000 komentara koji su napisani tokom snimka, i pretpostavili smo da su bili uzbuđeni zato što su učestvovali u zajedničkom naslućivanju nečega što će se upravo dogoditi. Bili su deo zajednice, pa makar i na sekund, i to ih je učinilo srećnim.
So we decided that we needed to test this hypothesis. What could we do to test this very same thing? The following week, armed with the additional knowledge that food videos are very popular, we dressed two people in hazmat suits and wrapped rubber bands around a watermelon until it exploded.
Stoga smo odlučili da moramo da testiramo ovu pretpostavku. Šta bismo mogli da uradimo da testiramo tu istu stvar? Sledeće nedelje, naoružani dodatnim znanjem da su snimci o hrani veoma popularni, obukli smo dvoje ljudi u zaštitno odelo i obmotavali lubenicu gumicama dok nije eksplodirala.
(Laughter)
(Smeh)
Eight hundred thousand people watched the 690th rubber band explode the watermelon, marking it as the biggest Facebook Live event to date.
Osamsto hiljada ljudi je gledalo eksploziju lubenice nakon 690. gumice, čime je to postao najveći događaj Fejsbuka uživo do sada.
The question I get most frequently is: How do you make something go viral? The question itself is misplaced; it's not about the something. It's about what the people doing the something, reading or watching -- what are they thinking? Now, most media companies, when they think about metadata, they think about subjects or formats. It's about goats, it's about office pranks, it's about food, it's a list or a video or a quiz, it's 2,000 words long, it's 15 minutes long, it has 23 embedded tweets or 15 images. Now, that kind of metadata is mildly interesting, but it doesn't actually get at what really matters. What if, instead of tagging what articles or videos are about, what if we asked: How is it helping our users do a real job in their lives?
Pitanje koje ja najčešće dobijam je kako učiniti da nešto postane viralno? To pitanje je pogrešno samo po sebi; nije stvar u nečemu. Stvar je u ljudima koji to nešto rade, čitaju ili gledaju - o čemu oni razmišljaju? Većina medijskih kompanija, kada razmišljaju o metapodacima, razmišljaju o predmetu ili formi. U pitanju su jarići, u pitanju su podvale na poslu, u pitanju je hrana, u pitanju je lista ili video ili kviz, ima 2 000 reči, dugačak je 15 minuta, ima 23 tvitova ili 15 slika. To je vrsta metapodataka koja je donekle interesantna, ali se ona ne bavi onim što je zaista bitno. Šta ako bismo se, umesto oznaka o čemu se u članku ili snimku radi, u stvari zapitali kako ovo pomaže našim korisnicima da zaista urade nešto u svojim životima?
Last year, we started a project to formally categorize our content in this way. We called it, "cultural cartography." It formalized an informal practice that we've had for a really long time: don't just think about the subject matter; think also about, and in fact, primarily about, the job that your content is doing for the reader or the viewer.
Proše godine, započeli smo projekat u kom zvanično kategorizujemo naš sadržaj na ovaj način. Nazvali smo ga „kulturna kartografija“. On je ozvaničio praktično znanje koje smo sticali jako dugo: ne razmišljajte samo o temi; razmišljajte takođe, u stvari, razmišljajte primarno o funkciji koju vaš sadržaj obavlja za čitaoca ili gledaoca.
Let me show you the map that we have today. Each bubble is a specific job, and each group of bubbles in a specific color are related jobs.
Da vam pokažem mapu koji imamo danas. Svaki mehurić predstavlja određenu funkciju i svaka grupa mehurića u određenoj boji predstavlja povezane funkcije.
First up: humor. "Makes me laugh." There are so many ways to make somebody laugh. You can be laughing at someone, you could laugh at specific internet humor, you could be laughing at some good, clean, inoffensive dad jokes.
Prvo: humor. „Zasmejava me.“ Postoji toliko načina da nasmejete nekoga. Možete se smejati nekome, možete se smejati nekoj šali sa interneta, možete se smejati onim starim, dobrim, neuvredljivim vicevima.
"This is me." Identity. People are increasingly using media to explain, "This is who I am. This is my upbringing, this is my culture, this is my fandom, this is my guilty pleasure, and this is how I laugh about myself." "Helps me connect with another person." This is one of the greatest gifts of the internet. It's amazing when you find a piece of media that precisely describes your bond with someone.
„Ovo sam ja.“ Identitet. Ljudi sve više koriste medije da pokažu: „Ovo sam ja. Ovo je moje vaspitanje, ovo je moja kultura, ovo je ono što volim, ovo je moj tajni užitak, a ovako se ja smejem sebi.“ „Pomaže mi da se povežem sa drugom osobom.“ Ovo je jedan od najvećih darova interneta. Neverovatno je kada nađete nešto što precizno opisuje vaš odnos sa nekim.
This is the group of jobs that helps me do something -- helps me settle an argument, helps me learn something about myself or another person, or helps me explain my story.
Ovo je grupa funkcija koje mi pomažu da uradim nešto - pomažu mi da rešim prepirku, pomažu mi da naučim nešto o sebi ili o drugoj osobi, ili mi pomažu da objasnim svoju priču.
This is the group of jobs that makes me feel something -- makes me curious or sad or restores my faith in humanity.
Ovo je grupa funkcija koji čine da osećam nešto - čine me radoznalim ili tužnim, ili mi vraćaju veru u čovečanstvo.
Many media companies and creators do put themselves in their audiences' shoes. But in the age of social media, we can go much farther. People are connected to each other on Facebook, on Twitter, and they're increasingly using media to have a conversation and to talk to each other. If we can be a part of establishing a deeper connection between two people, then we will have done a real job for these people.
Mnoge medijske kompanije i tvorci stavljaju sebe na mesto svoje publike. Ali u doba društvenih medija, možemo ići mnogo dalje. Ljudi su međusobno povezani putem Fejsbuka i Tvitera, i sve više koriste medije da bi komunicirali i da bi razgovarali. Ako možemo biti deo uspostavljanja dublje povezanosti između dve osobe, onda bismo uradili pravu stvar za ove ljude.
Let me give you some examples of how this plays out. This is one of my favorite lists: "32 Memes You Should Send Your Sister Immediately" -- immediately. For example, "When you're going through your sister's stuff, and you hear her coming up the stairs." Absolutely, I've done that. "Watching your sister get in trouble for something that you did and blamed on her." Yes, I've done that as well. This list got three million views. Why is that? Because it did, very well, several jobs: "This is us." "Connect with family." "Makes me laugh." Here are some of the thousands and thousands of comments that sisters sent to each other using this list.
Da vam dam neke primere kako ovo izgleda. Ovo je jedna od mojih omiljenih lista: „32 mema koje trebate poslati vašoj sestri istog trenutka“ - istog trenutka. Na primer: „Kada preturaš sestri po stvarima i čuješ da ide uz stepenice.“ Naravno da sam to radila. „Gledaš kako tvoja sestra strada zbog nečega što si ti uradila i optužila nju za to.“ Da, i to sam radila. Ova lista ima 3 miliona pregleda. Zašto? Zato što je veoma dobro ispunila nekoliko funkcija: „Ovo smo mi.“ „Povezanost sa porodicom.“ „Zasmejava me.“ Ovo su neki od hiljada i hiljada komentara koje su sestre poslale jedna drugoj koristeći ovu listu.
Sometimes we discover what jobs do after the fact. This quiz, "Pick an Outfit and We'll Guess Your Exact Age and Height," went very viral: 10 million views. Ten million views. I mean -- did we actually determine the exact age and height of 10 million people? That's incredible. It's incredible. In fact, we didn't.
Ponekad otkrijemo šta postiže nakon činjenica. Ovaj kviz, „Izaberi stajling i pogodićemo vaše tačne godine i visinu“, postao je veoma viralan; 10 miliona pregleda. Deset miliona pregleda. Mislim - da li smo zaista ustanovili tačnu dob i visinu 10 miliona ljudi? To je neverovatno. Neverovatno. U stvari, nismo.
(Laughter)
(Smeh)
Turns out that this quiz went extremely viral among a group of 55-and-up women --
Ispostavilo se da je ovaj kviz postao veoma popularan među ženama koje imaju 55 ili više godina -
(Laughter)
(Smeh)
who were surprised and delighted that BuzzFeed determined that they were 28 and 5'9".
koje su bile iznenađene i oduševljene jer je Bazfid ustanovio da imaju 28 godina i da su visoke 175 cm.
(Laughter)
(Smeh)
"They put me at 34 years younger and seven inches taller. I dress for comfort and do not give a damn what anyone says. Age is a state of mind." This quiz was successful not because it was accurate, but because it allowed these ladies to do a very important job -- the humblebrag.
„Svrstali su me u 34 godina mlađu i 18 cm višu grupu. Oblačim se za sebe i baš me briga šta drugi misle. Starost je samo stanje duha.“ Ovaj kviz je bio uspešan ne zato što je tačan, već zato što je omogućio ovim damama veoma bitnu stvar - da se suptilno hvale.
Now, we can even apply this framework to recipes and food. A recipe's normal job is to tell you what to make for dinner or for lunch. And this is how you would normally brainstorm for a recipe: you figure out what ingredients you want to use, what recipe that makes, and then maybe you slap a job on at the end to sell it. But what if we flipped it around and thought about the job first? One brainstorming session involved the job of bonding. So, could we make a recipe that brought people together? This is not a normal brainstorming process at a food publisher. So we know that people like to bake together, and we know that people like to do challenges together, so we decided to come up with a recipe that involved those two things, and we challenged ourselves: Could we get people to say, "Hey, BFF, let's see if we can do this together"? The resulting video was the "Fudgiest Brownies Ever" video. It was enormously successful in every metric possible -- 70 million views. And people said the exact things that we were going after: "Hey, Colette, we need to make these, are you up for a challenge?" "Game on." It did the job that it set out to do, which was to bring people together over baking and chocolate.
Sada možemo da primenimo ovaj način rada čak i na recepte i hranu. Uobičajena funkcija recepta je da vam kaže šta da spremite za ručak ili večeru. Ovako biste normalno razmišljali o receptu: smislite koje namirnice želite da koristite, recept koji ih sadrži, i onda možda na kraju dodate funkciju da bi prošao kod publike. Međutim, šta ako bismo obrnuli stvari i razmislili prvo o samoj funkciji? Jedna naša sesija mozganja je uključivala i funkciju povezivanja. Dakle, da li bismo mogli da napravimo recept koji bi spajao ljude? Ovo nije normalan proces razmišljanja kod ljudi koji objavljuju recepte. Mi znamo da ljudi vole da kuvaju zajedno i znamo da ljudi vole zajedno da rešavaju izazove, pa smo odlučili da smislimo recept koji će obuhvatiti obe stvari, te smo postavili sebi izazov: možemo li navesti ljude da kažu: „Hej, društvo, hajde da vidimo možemo li ovo zajedno da uradimo?“ Rezulat je bio snimak pod nazivom „Najčokoladniji kolači ikada“. Bio je neverovatno uspešan u svakom smislu - 70 miliona pregleda. I ljudi su radili upravo ono što nam je i bio cilj: „Hej, Kolet, moramo ovo da probamo. Jesi li za izazov?“ „Samo napred.“ Ispunilo je svoju svrhu, a to je bilo da poveže ljude putem kuvanja i čokolade.
I'm really excited about the potential for this project. When we talk about this framework with our content creators, they instantly get it, no matter what beat they cover, what country they’re in, or what language they speak. So cultural cartography has helped us massively scale our workforce training. When we talk about this project and this framework with advertisers and brands, they also instantly get it, because advertisers, more often than media companies, understand how important it is to understand the job that their products are doing for customers.
Ja sam stvarno uzbuđena zbog potencijala koji ovaj projekat ima. Kada pričamo o ovom načinu rada sa ljudima koji nam prave sadržaj, oni ga odmah razumeju, bez obzira koju oblast pokrivaju, iz koje zemlje dolaze ili kojim jezikom govore. Kulturna kartografija pomogla nam je mnogo tokom naše obuke zaposlenih. Kada govorimo o ovom projektu i ovom načinu rada sa ljudima zaduženim za reklame i brendove, oni ga takođe momentalno razumeju, zato što oglašivači, mnogo češće nego medijske kompanije, razumeju koliko je bitno da se shvati kakvu funkciju njihov proizvod obavlja za kupce.
But the reason I'm the most excited about this project is because it changes the relationship between media and data. Most media companies think of media as "mine." How many fans do I have? How many followers have I gained? How many views have I gotten? How many unique IDs do I have in my data warehouse? But that misses the true value of data, which is that it's yours. If we can capture in data what really matters to you, and if we can understand more the role that our work plays in your actual life, the better content we can create for you, and the better that we can reach you.
Ali razlog zbog kojeg sam najviše uzbuđena zbog ovog projekta je zato što menja odnos između medija i podataka. Većina medijskih kompanija razmišlja o medijima kao o „svojim“. Koliko obožavalaca imam? Koliko sam pratioca stekao? Koliko sam pregleda dobio? Koliko jedinstvenih korisnika ima u mom skladištu podataka? Ali to ne predstavlja pravu vrednost podataka, a to je da su ti podaci vaši. Ako možemo podacima da predstavimo ono što vam zaista znači i ako možemo bolje da razumemo ulogu koju naš posao obavlja u vašem stvarnom životu, onda možemo da pravimo bolji sadržaj za vas i tako bolje dopremo do vas.
Who are you? How did you get there? Where are you going? What do you care about? What can you teach us? That's cultural cartography.
Ko ste vi? Kako ste stigli tu gde ste sad? Gde idete? Do čega vam je stalo? Čemu možete da nas podučite? To je kulturna kartografija.
Thank you.
Hvala.
(Applause)
(Aplauz)