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課程來源:TED
     
Alexis Ohanian談如何在社群媒體中引起轟動
Alexis Ohanian: How to make a splash in social media
 
 
 
講者:Alexis Ohanian
200911月演講,200912月在TED上線
 
翻譯:陳盈
編輯:洪曉慧
簡繁轉換:劉契良
後制:陳盈
字幕影片後制:謝旻均
 
 
關於演講:
在簡短有趣的四分鐘裡,Reddit網站的Alexis Ohanian講述一個座頭鯨成為網路明星的真實故事。Splashy Pants先生事件是Facebook時代網路爆紅素材(meme)創造者和商人穩操勝券的傑作。
 
關於Alexis Ohanian
Alexis Ohanian是社群投票新聞網站Reddit的創始人之一,熱衷於引發那種你朋友下周就會透過即時通訊告知你的網路爆紅素材。
 
為什麼要聽他演講:
Reddit是Alexis Ohanian和他的朋友Steve Huffman共同創立的,是全球資訊網裏實現民主運作最耀眼的例子之一。網站於2005年成立,它擁有數以萬計的用戶,且很快就吸引到出版商Condé Nast的注意,並於2006年被其收購。Reddit跟一些「社群書籤」網站(例如Delicious)不同,它的風格是「社群新聞」平臺,讀者本身可以通過為新聞故事投票來決定首頁的內容。
2009年,Ohanian辭去了Reddit的正式職務,但以教父身份繼續參與指揮網站的運作。他通過自己的用戶帳號kn0thing來傳播友好的智慧(和T恤)。最近,他把注意力放在Breadpig上,該網站上聚集各種古怪的書籍和貨品。2010年初,他將以Kiva Fellow的身份去亞美尼亞三個月。
「他是一個很放得開、很瘋狂的人,很棒!」
ROFLCon
 
(譯注:Kiva Fellow是一個資助出國計畫,詳情可見http://www.kiva.org/about/fellows-program/
 
Alexis Ohanian的網上英文資料:
 
[TED科技娛樂設計]
已有中譯字幕的TED影片目錄(繁體)(簡體)。請注意繁簡目錄是不一樣的。
 
Alexis Ohanian談如何在社會媒體中引起轟動
現在很多web.2.0的諮詢師在賺大錢,事實上,他們靠這東西謀生。我要幫大家節約時間和金錢,在接下來的三分鐘我會談談這個,大家耐心等一下。我在2005年和一些朋友建了個網站,叫Reddit.com,是一個社群新聞網站。
 
基本上它告訴我們網上最好的東西就是民主的首頁,你看到一些有趣的內容。例如一個TED演講發布到Reddit上,你的同儕群體喜歡它就投贊成票,不喜歡就投否決票,這組成了首頁,有起有落,經常變動。每天約50萬人瀏覽,但不是衝著Reddit來的,他們是要發現網上新出現的事物。因為過去四年裏,我們看到各種網路爆紅素材,各種趨勢在我們的首頁出現。
 
但這與Reddit本身無關,實際上是關於座頭鯨。從專業角度來說,它是關於保護生態的「綠色和平」組織。這是一個環保組織,要阻止日本政府的捕鯨行動。這些座頭鯨正遭屠殺,該組織想停止這樣的行動。他們想用的方法之一就是在其中一條鯨魚體內放一塊追蹤晶片。為了把這行動擬人化,他們要給鯨魚取個名字。
 
按現實的網路作風,他們進行民意投票。於是冒出很多十分具有學識,思想性及文化素養的名字。我想這是波斯語「永生」的意思,在玻里尼亞語裏意為「海的神聖力量」。最後由英文Splashy Pants先生勝選。(笑聲)
 
這對其朋友而言很特別,Pants先生,或者Splashy,在網上很受其追捧。事實上,一些在Reddit上的人想:「噢,這很棒,我們要投這名字一票」,Reddit上的人都同意了。投票開始,我們本身很支持,我們為此更改了標識,從外星人變成Splashy,以支持這個行動。不久,其他網站,像Fark、Boing Boing和其他網站都開始說:「是的!我們喜歡Splashy Pants」。
 
在該網路爆紅素材開始出現時,只有5% 的投票率,投票結束時達到70%,很讓人感動。我們贏了!Splashy Pants先生被選上了,開玩笑而已。綠色和平組織事實上不是那麼喜歡這名字,因為他們希望選出來的是一個更有思想性的名字。於是他們說:「不開玩笑而已,我們再找一週來投票」。
 
這讓我們有點生氣,我們把標識改為一隻格鬥型的Splashy。(笑聲)Reddit社群和其他網友都一起力挺,Facebook 創建了群組,理念是「憑良心投票,為Splashy Pants先生投票」。人們在現實世界中貼上標語(笑聲)——為了這條鯨魚。這是最後一次投票,驗票結果是78%的人投票了,壓倒性的勝利讓第二高票的名字只有3% 的支持率,ok?
 
事實很清楚,網友喜歡Splashy Pants先生,很明顯,這個名字好,人人都想聽到他們的
新聞主播說:「Splashy Pants先生」。(笑聲)我覺得這促成了這個結果,但很酷的是,綠色和平的回應是,他們根據這個製作了整個行銷活動,出售Splashy Pants先生的T恤和徽章,甚至做成電子賀卡,所以你可以發一隻跳舞的Splashy給朋友。而更重要的是,他們的確完成了任務,日本政府召回了捕鯨隊,任務完成了。綠色和平很激動,鯨魚很開心,這是它說的。(笑聲)
 
事實上,網上群體中Reddit人很樂於參與,但他們並非愛鯨之人,當然其中的一些是。但我們說的是很多人只熱衷於這個很棒的網路爆紅素材,實際上一些綠色和平的人回到網站上,感謝Reddit的參與,但這不是真的出於利他,而是出自喜歡做些好玩事情的興趣。
 
這就是網路運作的模式。這是個天大的秘密,因為網路提供這種平等的機會。你們的連結都一樣好,和我的一樣好。只要我們有瀏覽器,任何人都可以連上任何一個網站,無論你的預算有多大。那就是說,只要你保持網路中立。另一個重點是,上網獲取內容不用任何成本,有很多很好的發佈工具,只要幾分鐘就可以弄些東西出來。重複這樣做的成本很低,你也可以試試。
 
如果你真的這樣做了,請保持誠懇、誠實與直率的心。綠色和平學到一個很好的經驗是,凡事不一定要事必躬親,可以不要太認真,儘管這是很嚴肅的事,你最終會達到目的。這是我最後想說的話。你可以在網上做得很好,但資訊的來源不再是從上而下,如果你想成功,你可以放開自己。謝謝。
(掌聲)
 

以下為系統擷取之英文原文

About this talk

In a funny, rapid-fire 4 minutes, Alexis Ohanian of Reddit tells the real-life fable of one humpback whale's rise to Web stardom. The lesson of Mister Splashy Pants is a shoo-in classic for meme-makers and marketers in the Facebook age.

About Alexis Ohanian

Alexis Ohanian co-founded Reddit, a social-voting news website with geek allegiances, a small-town feel and a penchant for lighting up the memes your friends IM you about next week. Full bio and more links

Transcript

So, now, there are a lot of web 2.0 consultants who make a lot of money. In fact, they make their livings on this kind of stuff. I'm going to try and save you all the time and all the money and go through it in the next three minutes, so bear with me. Started a website back in 2005, with a few friends of mine, called Reddit.com. That's what you'd call a social news website.

Basically all that means is that the democratic front page is the best stuff on the web. You find some interesting content, say a TEDTalk, submit it to Reddit, and the community of your peers will vote it up if they like it, vote it down if they don't. And that creates the front page. It's always rising, falling, always changing. About a half million people visit every day. But this isn't about Reddit. This is actually about discovering new things that pop up on the web. Because in the last four years we've seen all kinds of memes, all kinds of trends get born right on our front page.

But this isn't even about Reddit itself. It's actually about humpback whales. Well, okay, technically it's actually about Greenpeace, which is an environmental organization that wanted to stop the Japanese government on their whaling campaign. These humpback whales were getting killed. They wanted to put an end to it. And one of the ways they wanted to do it was to put a tracking chip inside one of these humpback whales. But to really kind of personify the movement, they wanted to name it.

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 a 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. (Laughter)

And this, this was special. Mister Pants, or Splashy, to his friends, was very popular on the Internet. In fact, someone on Reddit thought, "Oh, what a great thing, we should all vote this up." And, you know, Redditors responded and all agreed. So, the voting started and we actually got behind it ourselves. We changed our logo, for the day, from the alien to a Splashy, to sort of help the cause. And it wasn't long before other sites like Fark and Boing Boing and the rest of the Internet started saying, "Yes! We love Splashy Pants."

So, it went from about five percent, which was when this meme started, to 70 percent at the end of voting. Which is pretty impressive right? We won! Mister Splashy Pants was chosen. Hmm, just kidding. Okay. So, Greenpeace actually wasn't that crazy about it, because they wanted one of their more thoughtful names to win. So they said, "No, no, just kidding. We'll give it another week of voting."

Well, that got us a little angry. So, we changed it to Fightin' Splashy. (Laughter) And the Reddit community, really, and the rest of the internet, rather, really got behind this. Facebook groups were getting created. Facebook applications were getting created. The idea was, "Vote your conscience," vote for Mister Splashy Pants. And people were putting up signs in the real world -- (Laughter) -- about this whale. And this was the final vote. When all was cleared ... 78 percent of the votes, and to give you an idea of the landslide, the next highest name pulled in three. Okay?

So, there was a clear lesson here. And that was the the Internet loves Mister Splashy Pants. Which is obvious. It's a great name. Everyone wants to hear their new anchor say, "Mister Splashy Pants." (Laughter) And I think that's what helped drive this. But what was cool was that the repercussions now for Greenpeace was, they created an entire marketing campaign around it. They sell Mister Splashy Pants shirts and pins. They even created an e-card so you could send your friend a dancing Splashy. But what was even more important was the fact that they actually accomplished their mission. The Japanese government called off their whaling expedition. Mission accomplished. Greenpeace was thrilled. The whales were happy. That's a quote. (Laughter)

And actually, Redditors in the Internet community were happy to participate, but they weren't whale lovers. A few of them certainly were. But we're talking about a lot of people who were just really interested and really caught up in this great meme, and in fact someone from Greenpeace came back on the site and thanked Reddit for its participation. But this wasn't really out of altruism. This was just out of Interest in doing something cool.

And this is kind of how the Internet works. This is that great big secret. Because the Internet provides this level playing field. Your link is just as good as your link, which is just as good as my link. As long as we have a browser, anyone can get to any website no matter how big a budget you have. That is, as long as you can keep net neutrality in place.

The other important thing is that it costs nothing to get that content online now. There are so many great publishing tools that are available, it only takes a few minutes of your time now to actually produce something. And the cost of iteration is so cheap that you might as well give it a go.

And if you do, be genuine about it. Be honest. Be up front. And one of the great lessons that Greenpeace actually learned was that it's okay to lose control. It's okay to take yourself a little less seriously, given that, although it's a very serious cause, you could ultimately achieve your final goal. And that's the final message that I want to share with all of you -- that you can do well online. But no longer is the message going to be coming from just the top down. If you want to succeed you've got to be okay to just lose control. Thank you. (Applause)


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