ABOUT THE SPEAKER
Alexis Ohanian - Entrepreneur
Alexis Ohanian is the co-founder an executive chairman of 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.

Why you should listen

Reddit, co-founded by Alexis Ohanian and friend Steve Huffman, has become one of the World Wide Web's most striking examples of democracy in action. Founded in 2005, it grew a user base of tens of thousands and quickly attracted the attention of publisher Condé Nast, which acquired it in 2006. Unlike "social bookmarking" sites (such as Delicious), Reddit fashions itself a platform for "social news," where the readers themselves control the front page by voting stories up above and down below the fold.

Ohanian left Reddit in his official capacity in 2009, but returned in 2014 as executive chairman. He has continued to be involved with the site's direction as a sort of godfather, dispensing friendly wisdom (and t-shirts) from his user account, kn0thing. Of late, he's focusing on Breadpig, a hub for geeky books and merchandise. In early 2010, he spent three months in Armenia as a Kiva Fellow.

More profile about the speaker
Alexis Ohanian | Speaker | TED.com
TEDIndia 2009

Alexis Ohanian: How to make a splash in social media

Aleksis Ohanian: Kako napraviti pljusak u društvenim medijima

Filmed:
2,305,112 views

U duhovite četiri minute, Aleksis Ohanian (Alexis Ohanian) iz "Redit-a" ispričaće priču iz stvarnog života o usponu jednog grbavog kita do statusa filmske zvezde. Lekcija Gospodina "Splashy Pants" je pobednički klasik za sve tvorce ideja i oglašivače u dobu Facebooka.
- Entrepreneur
Alexis Ohanian is the co-founder an executive chairman of 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

Double-click the English transcript below to play the video.

00:15
So, now, there are a lot of webвеб 2.0 consultantsконсултанти who make a lot of moneyновац.
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Dakle, sada, postoji puno web 2.0 konsultanata koji zarađuju puno novca.
00:19
In factчињеница, they make theirњихова livingsposeda on this kindкинд of stuffствари.
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Ustvari, oni žive od toga.
00:21
I'm going to try and saveсачувати you all the time and all the moneyновац
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Pokušaću da vam sačuvam svo vreme i sav novac
00:23
and go throughкроз it in the nextследећи threeтри minutesминута, so bearмедвед with me.
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i proći kroz ovo u sledećih 3 minuta, budite strpljivi.
00:26
StartedPočela a websiteвеб сајт back in 2005, with a fewнеколико friendsпријатељи of mineмој,
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Pokrenuo sam web stranicu 2005. godine, sa nekim svojim prijateljima,
00:28
calledпозвани RedditReditu.comцом.
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koja se zove "Reddit.com".
00:30
That's what you'dти би call a socialсоцијално newsвести websiteвеб сајт.
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To je ono što biste nazvali sajtom za novosti iz društva.
00:32
BasicallyU osnovi all that meansзначи is that the democraticдемократски frontфронт pageстрана
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U osnovi to znači da je demokratska početna stranica
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is the bestнајбоље stuffствари on the webвеб. You find some interestingзанимљиво contentсадржај,
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najbolja stvar na internetu. Pronađete neki zanimljivi sadržaj,
00:36
say a TEDTalkTEDTalk,
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na primer TEDTalk,
00:38
submitприхвати it to RedditReditu, and the communityзаједница of your peersvršnjacima
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postavite to na "Redit" i vaša zajednica ravnopravnih
00:40
will voteгласати it up if they like it, voteгласати it down if they don't.
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će glasanjem pomeriti vest na gore ako im se sviđa i na dole ako im se ne sviđa.
00:42
And that createsствара the frontфронт pageстрана. It's always risingу порасту, fallingпада, always changingпромена.
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I to stvara početnu stranicu. Uvek se penje, spušta, uvek menja.
00:45
About a halfпола millionмилиона people visitпосетите everyсваки day. But this isn't about RedditReditu.
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Oko pola miliona ljudi je poseti svakog dana. Ali nije stvar u "Reditu".
00:48
This is actuallyзаправо about discoveringоткривање newново things that popПоп up on the webвеб.
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Ovo je ustvari o otkrivanju novih stvari koje se pojavljuju na internetu.
00:51
Because in the last fourчетири yearsгодине we'veми смо seenвиђено all kindsврсте of memesмемес,
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U zadnje 4 godine smo videli svakakve ideje,
00:54
all kindsврсте of trendsтрендови get bornрођен right on our frontфронт pageстрана.
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razni trendovi su se stvarali na početnoj stanici
00:56
But this isn't even about RedditReditu itselfсам.
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Ali ovo nije ni o samom "Reditu".
00:58
It's actuallyзаправо about humpbackGrbavi whalesкитови.
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Ovo je ustvari o grbavim kitovima.
01:00
Well, okay, technicallyтехнички it's actuallyзаправо about GreenpeaceGreenpeace,
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Pa, dobro, ovo je ustvari o "Grinpisu",
01:02
whichкоја is an environmentalеколошки organizationорганизација that wanted to stop
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ekološkoj organizaciji koja je htela da zaustavi
01:04
the Japanesejapanski governmentвлада on theirњихова whalingкитов campaignкампању.
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japansku vladu i njihovu kampanju o kitovima.
01:06
These humpbackGrbavi whalesкитови were gettingдобијања killedубијен.
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Ovi kitovi su bili ubijani.
01:08
They wanted to put an endкрај to it. And one of the waysначини they wanted to do it
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Hteli su da to zaustave. I jedan od načina je to
01:11
was to put a trackingпраћење chipчип insideу one of these humpbackGrbavi whalesкитови.
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da stave čip za praćenje u jednog od tih kitova.
01:13
But to really kindкинд of personifypersonifikujemo the movementпокрет, they wanted to nameиме it.
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Ali da bi se personalizovao pokret, hteli su da mu daju neko ime.
01:16
So, in trueистина webвеб fashionмода they put togetherзаједно a pollAnketa
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Pa su u pravoj internet modi sastavli anketu
01:19
where they had a bunchгомилу of very eruditeobrazovana, very thoughtfulпажљив, culturedkulturan namesимена.
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gde su imali gomilu vrlo obrazovanih, promišljenih, kulturnih imena.
01:22
I believe this is a FarsiFarsi wordреч for "immortalбесмртно."
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Verujem da ovo reč za 'besmrtnost' na Farsi jeziku.
01:24
I think this meansзначи "divineboћanski powerмоћ of the oceanокеан"
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Mislim da ovo znači 'božanska snaga okeana'
01:27
in a PolynesianPolinezijski languageЈезик.
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na polinezijskom jeziju.
01:29
And then there was this: MisterGospodine SplashyMutno PantsPantalone.
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I onda je bilo ovo: "Mister Splashy Pants" (Gospodin Pljušteće Pantalone)
01:32
(LaughterSmeh)
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(Smeh)
01:33
And this, this was specialпосебан. MisterGospodine PantsPantalone, or SplashyMutno, to his friendsпријатељи,
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I ovo je bilo posebno. "Mister Pants", ili "Splashy", za prijatelje,
01:36
was very popularпопуларно on the InternetInternet.
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je bio veoma popularan na internetu.
01:38
In factчињеница, someoneнеко on RedditReditu thought,
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Ustvari, neko je smislio na "Reditu",
01:40
"Oh, what a great thing, we should all voteгласати this up."
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'Oh, kakva super stvar, trebalo bi da ovo izglasamo gore.'
01:42
And, you know, RedditorsRedditors respondedодговорио and all agreedсложио се.
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I, kako znate, "Redit" ekipa je odgovorila i svi su se složili.
01:44
So, the votingгласање startedпочела and we actuallyзаправо got behindиза it ourselvesсами.
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Pa je glasanje počelo i mi smo stali iza toga.
01:47
We changedпромењено our logoлого, for the day, from the alienванземаљац
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I promenili smo logo, na jedan dan, od vanzemaljca
01:49
to a SplashyMutno, to sortврста of help the causeузрок.
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u Splashy-ja, da na neki način pomognemo pokretu.
01:51
And it wasn'tније long before other sitesсајтови like FarkFark
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Nije prošlo dugo pre nego što su druge stranice kao "Fark"
01:53
and BoingBoing BoingBoing and the restодмор of the InternetInternet startedпочела sayingговорећи,
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i "Boing Boing" i ostatak interneta počeli da govore,
01:55
"Yes! We love SplashyMutno PantsPantalone."
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'Da. Mi volimo Splashy Pants.'
01:57
So, it wentотишао from about fiveпет percentпроценат, whichкоја was when this memeмеме startedпочела,
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Tako da je na kraju s 5%, s koliko je počela ova ideja, završila
02:01
to 70 percentпроценат at the endкрај of votingгласање.
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na 70% na kraju glasanja.
02:04
WhichŠto is prettyприлично impressiveимпресиван right? We wonпобедио! MisterGospodine SplashyMutno PantsPantalone
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Što je baš impresivno, zar ne ? Pobedili smo! Gospodin "Splashy Pants"
02:06
was chosenизабран. HmmHmm, just kiddingшалим се. Okay.
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je izabran. Hmm, samo se šalim. Ok.
02:08
So, GreenpeaceGreenpeace actuallyзаправо wasn'tније that crazyлуд about it,
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"Grinpis" i nije baš bio lud za njim,
02:10
because they wanted one of theirњихова more thoughtfulпажљив namesимена to winпобедити.
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jer su hteli da neko od njihovih bolje promišljenih imena pobedi.
02:13
So they said, "No, no, just kiddingшалим се. We'llCemo give it anotherдруги weekНедеља of votingгласање."
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Rekli su 'Ne, ne, samo se šalimo. Daćemo još jednu nedelju glasanja.'
02:16
Well, that got us a little angryљут.
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Pa, to nas je malo naljutilo.
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So, we changedпромењено it to Fightin'Bori SplashyMutno.
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Pa smo ga promenili u "Fightin' Splashy" (Borbeni Splashy).
02:20
(LaughterSmeh)
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(Smeh)
02:21
And the RedditReditu communityзаједница, really,
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I "Redit" zajednica, stvarno,
02:23
and the restодмор of the internetинтернет, ratherприлично, really got behindиза this.
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i ostatak interneta, je stvarno stao iza ovoga.
02:25
FacebookFacebook groupsгрупе were gettingдобијања createdстворено. FacebookFacebook applicationsапликације were gettingдобијања createdстворено.
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Počele su da se stvaraju "Facebook" stranice i "Facebook" aplikacije.
02:28
The ideaидеја was, "VoteGlasanje your conscienceсавест," voteгласати for MisterGospodine SplashyMutno PantsPantalone.
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Ideja je bila, 'Glasajte za svoju savest, glasajte za Gospodina Splashy Pants-a.
02:31
And people were puttingстављање up signsзнаци in the realправи worldсвет --
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Ljudi su počeli da stavljaju znakove u stvarnom svetu --
02:33
(LaughterSmeh) -- about this whaleКит.
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(Smeh) -- o ovom kitu.
02:35
And this was the finalконачни voteгласати. When all was clearedочишћено ...
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To je bio završni glas. Kada se sve raščistilo...
02:37
78 percentпроценат of the votesгласова, and to give you an ideaидеја of the landslideклизишта,
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78% glasova i da biste shvatili priču,
02:39
the nextследећи highestнајвише nameиме pulledвуче in threeтри. Okay?
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sledeće najpopularnije ime je imalo 3%. Ok?
02:41
So, there was a clearјасно lessonлекцију here.
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Ovde se videla dobra lekcija.
02:43
And that was that the InternetInternet lovesволи MisterGospodine SplashyMutno PantsPantalone.
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Internet voli Gospodina Splashy Pantsa-a.
02:45
WhichŠto is obviousочигледан. It's a great nameиме.
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Što je očigledno. Ime je odlično.
02:47
EveryoneSvi wants to hearчујеш theirњихова newsвести anchorсидро say, "MisterGospodine SplashyMutno PantsPantalone."
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Svi žele da čuju voditelje svojih vesti kako kažu, 'Mister Splashy Pants.'
02:50
(LaughterSmeh)
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(Smeh)
02:51
And I think that's what helpedпомогао driveпогон this.
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I mislim da je to ono što je ovo pokretalo.
02:53
But what was coolхладан was that the repercussionsreperkusije now for GreenpeaceGreenpeace
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Bilo je super to što su sada posledice za "Grinpis"
02:55
was, they createdстворено an entireцео marketingМаркетинг campaignкампању around it.
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te da su napravili celu marketinšku kampanju oko toga.
02:58
They sellпродати MisterGospodine SplashyMutno PantsPantalone shirtsмајице and pinsigle.
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Prodaju "Mister Splashy Pants" majice i značke.
03:00
They even createdстворено an e-carde-karte so you could sendпошаљи your friendпријатељ a dancingплес SplashyMutno.
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Napravili su i e-razglednice koje možete poslati prijateljima.
03:03
But what was even more importantважно was the factчињеница that they actuallyзаправо
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Najbitnije od svega je da su ustvari uspeli
03:05
accomplishedостварено theirњихова missionмисија. The Japanesejapanski governmentвлада calledпозвани off
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da završe svoju misiju. Japanska vlada je odustala
03:07
theirњихова whalingкитов expeditionекспедиција. MissionMisija accomplishedостварено.
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od svoje ekspedicije na kitove. Misija obavljena.
03:09
GreenpeaceGreenpeace was thrilledузбуђени. The whalesкитови were happyсрећан. That's a quoteкуоте.
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"Grinpis" je bio oduševljen. Kitovi su bili srećni. To je citat.
03:12
(LaughterSmeh)
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(Smeh)
03:14
And actuallyзаправо, RedditorsRedditors in the InternetInternet communityзаједница
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I Redit ekipa je bila srećna
03:17
were happyсрећан to participateучествовати, but they weren'tнису whaleКит loversljubavnici.
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što je učestvovala, ali oni nisu bili ljubitelji kitova.
03:20
A fewнеколико of them certainlyсигурно were. But we're talkingпричају about a lot of people
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Neki od njih sigurno jesu. Ali govorimo o puno ljudi
03:22
who were just really interestedзаинтересован and really caughtухваћен up in this great memeмеме,
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koji su stvarno bili zainteresovani ovom super idejom
03:24
and in factчињеница someoneнеко from GreenpeaceGreenpeace cameДошао back on the siteсите
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i neko iz "Grinpisa" se vratio na sajtu
03:26
and thankedzahvalio se RedditReditu for its participationучешће.
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i zahvalio Reditu na učešću.
03:28
But this wasn'tније really out of altruismалтруизам. This was just out of interestинтерес in doing something coolхладан.
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Ali ovo nije bilo zbog altruizma. Ovo je zbog toga da se uradi nešto kul.
03:31
And this is kindкинд of how the InternetInternet worksИзвођење радова.
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I ovako nekako internet radi.
03:33
This is that great bigвелики secretтајна. Because the InternetInternet providesпружа this levelниво playingиграње fieldпоље.
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To je velika tajna. Jer internet pruža ovakav nivo igranja.
03:36
Your linkлинк is just as good as your linkлинк,
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Tvoj link je dobar kao njegov link,
03:38
whichкоја is just as good as my linkлинк. As long as we have a browserpregledač,
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koji je dobar koliko i moj link. Dokle god imamo pretraživač,
03:40
anyoneбило ко can get to any websiteвеб сајт no matterматерија how bigвелики a budgetбуџет you have.
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svako može da dođe na bilo koju web stranicu bez obzira na svoj budžet.
03:42
That is, as long as you can keep netнет neutralityнеутралност in placeместо.
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Tako je, dokle god držite mrežu neutralnim mestom.
03:45
The other importantважно thing is that it costsтрошкови nothing to get that contentсадржај onlineонлине now.
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Najbitnije je da vas danas ništa ne košta da postavite sadržaj onlajn.
03:48
There are so manyмноги great publishingиздавање toolsалати that are availableдоступан,
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Postoji toliko dobrih alata za objavljivanje
03:50
it only takes a fewнеколико minutesминута of your time now to actuallyзаправо produceпроизвести something.
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i potrebno je samo par minuta vašeg vremena da stvorite nešto.
03:52
And the costтрошак of iterationiteracije is so cheapјефтино that you mightМожда as well give it a go.
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Pošto je cena ponavljanja toliko mala zašto ne biste probali.
03:55
And if you do, be genuineправи, исправан about it. Be honestпоштен. Be up frontфронт.
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I ako probate, budite originalni. Iskreni. Direktni.
03:57
And one of the great lessonsлекције that GreenpeaceGreenpeace actuallyзаправо learnedнаучио
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Bitna lekcija koju je "Grinpis" naučio je da
03:59
was that it's okay to loseизгубити controlконтрола.
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je ponekad u redu izgubiti kontrolu.
04:01
It's okay to take yourselfсами a little lessмање seriouslyозбиљно,
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U redu je shvatiti sve manje ozbiljno,
04:04
givenдато that, even thoughипак it's a very seriousозбиљан causeузрок,
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iako je pokret vrlo ozbiljan,
04:06
you could ultimatelyна крају achieveпостићи your finalконачни goalЦиљ.
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na kraju možete postići svoj konačni cilj.
04:08
And that's the finalконачни messageпорука that I want to shareОбјави with all of you --
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I to je poslednja poruka koju želim da podelim sa vama --
04:10
that you can do well onlineонлине.
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da možete uspeti na internetu.
04:12
But no longerдуже is the messageпорука going to be comingдолазе from just the topврх down.
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Poruka više neće dolaziti samo s vrha na dole.
04:15
If you want to succeedуспети you've got to be okay to just loseизгубити controlконтрола.
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Ako želite da uspete morate biti u redu s tim da jednostavno izgubite kontrolu.
04:17
Thank you.
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Hvala vam.
04:19
(ApplauseAplauz)
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(Aplauz)
Translated by Elizabeta Petrovic
Reviewed by Ivana Korom

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ABOUT THE SPEAKER
Alexis Ohanian - Entrepreneur
Alexis Ohanian is the co-founder an executive chairman of 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.

Why you should listen

Reddit, co-founded by Alexis Ohanian and friend Steve Huffman, has become one of the World Wide Web's most striking examples of democracy in action. Founded in 2005, it grew a user base of tens of thousands and quickly attracted the attention of publisher Condé Nast, which acquired it in 2006. Unlike "social bookmarking" sites (such as Delicious), Reddit fashions itself a platform for "social news," where the readers themselves control the front page by voting stories up above and down below the fold.

Ohanian left Reddit in his official capacity in 2009, but returned in 2014 as executive chairman. He has continued to be involved with the site's direction as a sort of godfather, dispensing friendly wisdom (and t-shirts) from his user account, kn0thing. Of late, he's focusing on Breadpig, a hub for geeky books and merchandise. In early 2010, he spent three months in Armenia as a Kiva Fellow.

More profile about the speaker
Alexis Ohanian | Speaker | TED.com