ABOUT THE SPEAKER
Dao Nguyen - Media analytics expert
As Publisher of BuzzFeed, Dao Nguyen thinks about how media spreads online and the technology and data that publishers can use to understand why.

Why you should listen

Dao Nguyen is the Publisher of BuzzFeed, a reinvention of the traditional title in which she oversees the company’s tech, product, data and publishing platform, as well as ad product, pricing, and distribution. Nguyen joined BuzzFeed in 2012 and has been instrumental in its rapid growth as the largest independent digital media company in the world. Prior to joining BuzzFeed, Nguyen oversaw product for a financial careers venture within Dow Jones. She also previously served as Chief Executive Officer of Le Monde Interactif, publisher of the leading news site lemonde.fr. Before moving to France, she was Executive Producer at Concrete Media, a small web agency, and a consultant at Andersen Consulting (now Accenture). She has a degree in Applied Mathematics / Computer Science from Harvard and is based in New York City.

More profile about the speaker
Dao Nguyen | Speaker | TED.com
TED Salon Brightline Initiative

Dao Nguyen: What makes something go viral?

Dao Nguyen: 爆紅事件背後的關鍵因素

Filmed:
1,432,741 views

什麼樣的社群媒體內容才可以獲得大家的喜愛? 讓 BuzzFeed 的編輯 Dao Nguyen 來告訴我們她的團隊是怎麼創造出熱門的文章和影片,和怎麼建立一個系統來了解人們是如何用社群媒體內容來連接彼此並創造出新文化。
- Media analytics expert
As Publisher of BuzzFeed, Dao Nguyen thinks about how media spreads online and the technology and data that publishers can use to understand why. Full bio

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

00:12
Last year, some BuzzFeedBuzzFeed
employees僱員 were scheming心計
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去年
網路新聞 BuzzFeed 的一些員工
計劃著要
00:16
to prank惡作劇 their boss老闆, Ze Frank坦率,
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在他們老闆傑·法蘭克生日的那天
00:19
on his birthday生日.
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捉弄他
00:21
They decided決定 to put a family家庭
of baby寶寶 goats山羊 in his office辦公室.
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他們決定將幾隻小山羊
藏在他的辦公室
00:25
(Laughter笑聲)
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(笑聲)
00:26
Now, BuzzFeedBuzzFeed had recently最近 signed on
to the FacebookFacebook的 Live生活 experiment實驗,
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最近 BuzzFeed 開始使用
臉書的直播功能
00:31
and so naturally自然,
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所以很自然地
00:32
we decided決定 to livestream現場直播
the whole整個 event事件 on the internet互聯網
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我們決定要在網路上
直播整個過程
00:36
to capture捕獲 the moment時刻
when Ze would walk步行 in
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從傑走進辦公室
直到他發現辦公室裡的
00:40
and discover發現 livestock家畜 in his office辦公室.
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小山羊們
00:44
We thought the whole整個 thing
would last maybe 10 minutes分鐘,
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我們以為這個過程
只會持續 10 分鐘
一些公司的員工們
00:47
and a few少數 hundred company公司 employees僱員
would log日誌 in for the inside joke玩笑.
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會登入來觀看這個惡作劇
00:52
But what happened發生?
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但結果呢
00:53
They kept不停 on getting得到 delayed延遲:
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這個惡作劇一直被各種事情拖延:
00:55
he went to get a drink,
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傑跑去買東西喝
00:57
he was called to a meeting會議,
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傑突然被叫去開會
00:58
the meeting會議 ran long,
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這個會還開了很久
01:00
he went to the bathroom浴室.
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後來他還跑去洗手間
01:01
More and more people
started開始 logging記錄 in to watch the goats山羊.
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越來越多的人開始
點進來看這場惡作劇
01:06
By the time Ze walked in
more than 30 minutes分鐘 later後來,
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直到 30 分鐘後
傑再次走進辦公室
01:10
90,000 viewers觀眾 were watching觀看
the livestream現場直播.
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已經有 90,000 人
正在看這個直播了
01:16
Now, our team球隊 had a lot
of discussion討論 about this video視頻
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在那之後
我們的團隊對這隻影片
為什麼會這麼成功
01:20
and why it was so successful成功.
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展開了討論
01:22
It wasn't the biggest最大 live生活 video視頻
that we had doneDONE to date日期.
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這其實不是我們做過的
最大的直播影片
01:25
The biggest最大 one that we had doneDONE
involved參與 a fountain噴泉 of cheese起司.
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我們做過最大的是一個
關於乳酪噴泉的影片
01:30
But it performed執行 so much better
than we had expected預期.
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但是這次的效果
卻出乎我們的意料
01:33
What was it about the goats山羊 in the office辦公室
that we didn't anticipate預料?
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這其中有什麼因素
是我們沒有想到的呢?
01:38
Now, a reasonable合理 person could have
any number of hypotheses假設.
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大家都可以提出各種合理猜測
01:42
Maybe people love baby寶寶 animals動物.
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可能是因為觀眾喜歡看小動物
01:45
Maybe people love office辦公室 pranks惡作劇.
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可能是因為觀眾喜歡辦公室惡作劇
01:47
Maybe people love stories故事
about their bosses老闆
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可能是因為大家想看老闆在幹嘛
01:50
or birthday生日 surprises驚喜.
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或者只是因為想看生日驚喜
01:52
But our team球隊 wasn't really thinking思維
about what the video視頻 was about.
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但比起關注這隻影片內容是什麼
01:56
We were thinking思維 about
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我們的團隊更想要知道的是
01:57
what the people watching觀看 the video視頻
were thinking思維 and feeling感覺.
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當大家在看直播的時候
他們在想什麼
以及感受到了什麼
02:01
We read some of the 82,000 comments註釋
that were made製作 during the video視頻,
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我們看了一些大家在直播中
留下的 82,000 條評論
02:06
and we hypothesized假設 that they were excited興奮
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我們推測
大家之所以如此感興趣
02:10
because they were participating參與
in the shared共享 anticipation預期
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是因為他們共同參與到了
02:13
of something that was about to happen發生.
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這個即將發生惡作劇的期待當中
02:16
They were part部分 of a community社區,
just for an instant瞬間,
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他們在短暫的時間裡
成為了這個期待團體的一部分
02:19
and it made製作 them happy快樂.
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這使他們感到快樂
02:21
So we decided決定 that we needed需要
to test測試 this hypothesis假設.
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所以
我們決定要測試一下這個推論
02:24
What could we do to test測試
this very same相同 thing?
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我們要怎麼做
才能測試到一樣的效果呢?
02:28
The following以下 week,
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在接下來的一個禮拜
因為我們知道食物的影片都會很熱門
02:30
armed武裝 with the additional額外 knowledge知識
that food餐飲 videos視頻 are very popular流行,
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02:35
we dressed連衣裙的 two people in hazmat危險品 suits西裝
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我們讓兩個人穿上了防護服
02:38
and wrapped包裹 rubber橡膠 bands
around a watermelon西瓜 until直到 it exploded爆炸.
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將橡皮筋綁在西瓜上
直到西瓜爆炸
(笑聲)
02:42
(Laughter笑聲)
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02:44
Eight hundred thousand people watched看著
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八十萬人觀看了這場直播
02:48
the 690th rubber橡膠 band
explode爆炸 the watermelon西瓜,
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直到第 690 條橡皮筋
終於令西瓜爆炸
02:52
marking印記 it as the biggest最大
FacebookFacebook的 Live生活 event事件 to date日期.
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使這個直播變成臉書上
觀看人數最多的影片
02:56
The question I get most frequently經常 is:
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我經常會被問到
02:59
How do you make something go viral病毒?
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你是怎麼讓一樣東西爆紅的
03:01
The question itself本身 is misplaced放錯地方;
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其實這個問題本身就是錯的
03:03
it's not about the something.
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因為關鍵不應該是事物本身
03:05
It's about what the people
doing the something,
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而是觀眾是怎麼去接觸這件事的
03:08
reading or watching觀看 --
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不管是通過文章還是影片
03:10
what are they thinking思維?
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他們在想什麼
03:11
Now, most media媒體 companies公司,
when they think about metadata元數據,
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現在很多媒體公司
當他們在分析元數據的時候
03:15
they think about subjects主題 or formats格式.
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他們只關注事件本體
或者是進行的形式
03:18
It's about goats山羊,
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這是一隻關於小山羊的影片
03:19
it's about office辦公室 pranks惡作劇,
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這是一隻辦公室惡作劇的影片
這是一隻關於食物的影片
03:21
it's about food餐飲,
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這是一篇清單文章
一隻影片或是一個測試
03:22
it's a list名單 or a video視頻 or a quiz測驗,
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它有 2,000 字那麼長
03:24
it's 2,000 words long,
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它有 15 分鐘那麼長
03:25
it's 15 minutes分鐘 long,
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裡面包括了 23 條推文
03:27
it has 23 embedded嵌入式 tweets微博 or 15 images圖片.
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或是 15 張圖片
這些元數據可能很有趣
03:30
Now, that kind of metadata元數據
is mildly溫和 interesting有趣,
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但卻無法分析到一件事情
03:33
but it doesn't actually其實 get at
what really matters事項.
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爆紅的真正原因
03:36
What if, instead代替 of tagging標記
what articles用品 or videos視頻 are about,
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比起給爆紅的文章
或影片的內容貼標籤
我們或許能去探究這件事
03:40
what if we asked:
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03:41
How is it helping幫助 our users用戶
do a real真實 job工作 in their lives生活?
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對觀眾的真實生活有什麼影響
這樣會不會有其他新發現呢?
03:46
Last year, we started開始 a project項目
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去年
我們開始了一個計畫
03:49
to formally正式地 categorize分類
our content內容 in this way.
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將我們的內容正式用這種方法分類
03:51
We called it, "cultural文化 cartography製圖."
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我們將這個方法叫做文化製圖
03:55
It formalized形式化 an informal非正式的 practice實踐
that we've我們已經 had for a really long time:
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它將我們一直在做的
一件事情形式化
03:59
don't just think about the subject學科 matter;
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分析的時候不要只想到事物本身
04:01
think also about, and in fact事實,
primarily主要 about,
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還要想到
事實上第一時間就要想到
04:05
the job工作 that your content內容 is doing
for the reader讀者 or the viewer觀眾.
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你的內容對讀者或是觀眾
會產生什麼影響
04:09
Let me show顯示 you the map地圖
that we have today今天.
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這張是我們製作的地圖
04:11
Each bubble泡沫 is a specific具體 job工作,
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每一個泡泡代表一個特定的功能
04:14
and each group of bubbles泡泡
in a specific具體 color顏色 are related有關 jobs工作.
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每一組相同顏色的泡泡
是相關聯的功能
04:19
First up: humor幽默.
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第一個:幽默
04:21
"Makes使 me laugh."
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「讓我大笑」
04:23
There are so many許多 ways方法
to make somebody laugh.
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有很多方法可以讓一個人笑
04:25
You can be laughing at someone有人,
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可以是一個好笑的人
04:27
you could laugh
at specific具體 internet互聯網 humor幽默,
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可以是一則網路笑話
04:29
you could be laughing at some good,
clean清潔, inoffensive無害 dad jokes笑話.
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也可以是不傷人但老套的笑話
04:33
"This is me." Identity身分.
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「這就是我」
個人特質
04:36
People are increasingly日益 using運用 media媒體
to explain說明, "This is who I am.
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越來越多的人喜歡
用社群媒體來解釋
「這就是我」
04:39
This is my upbringing教養, this is my culture文化,
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這是我的教養
這是我的文化
04:42
this is my fandom影迷,
this is my guilty有罪 pleasure樂趣,
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這是我喜歡的東西
這是我拿不上檯面的愛好
04:44
and this is how I laugh about myself."
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這是我怎麼嘲笑自己
04:48
"Helps幫助 me connect with another另一個 person."
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「幫助我聯繫其他人」
04:50
This is one of the greatest最大
gifts禮品 of the internet互聯網.
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這是網路最大的優點之一
04:52
It's amazing驚人 when you find
a piece of media媒體
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你會很興奮
當你在網路上發現
04:55
that precisely恰恰 describes介紹
your bond with someone有人.
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有東西可以精確地描述
你和另外一個人的關係
04:59
This is the group of jobs工作
that helps幫助 me do something --
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這是另外一組功能:幫我解決問題
教我如何排解一場紛爭
05:01
helps幫助 me settle解決 an argument論據,
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幫我從自己或別人的身上學到更多
05:03
helps幫助 me learn學習 something
about myself or another另一個 person,
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幫我解釋我自己的故事
05:05
or helps幫助 me explain說明 my story故事.
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05:07
This is the group of jobs工作
that makes品牌 me feel something --
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這是一組功能:能挑動我的心弦
讓我覺得新奇
05:10
makes品牌 me curious好奇 or sad傷心
or restores恢復 my faith信仰 in humanity人性.
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或者難過
或者讓我重拾對人的信任
05:13
Many許多 media媒體 companies公司
and creators創作者 do put themselves他們自己
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很多媒體公司和業者
都有做到站在觀眾的立場思考問題
05:17
in their audiences'觀眾 shoes.
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05:18
But in the age年齡 of social社會 media媒體,
we can go much farther更遠.
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但在這個社群媒體的時代
我們可以做更多
05:22
People are connected連接的 to each other
on FacebookFacebook的, on Twitter推特,
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人們通過臉書及推特聯繫
05:26
and they're increasingly日益 using運用 media媒體
to have a conversation會話
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越來越多的人也通過
社群媒體來和朋友聊天
05:30
and to talk to each other.
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05:31
If we can be a part部分 of establishing建立
a deeper更深 connection連接 between之間 two people,
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如果我們可以在人們之間
創造更深層的聯繫
05:37
then we will have doneDONE
a real真實 job工作 for these people.
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那我們真的是在創造價值
05:41
Let me give you some examples例子
of how this plays播放 out.
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讓我來舉個例子來解釋這個理念
05:44
This is one of my favorite喜愛 lists名單:
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這是我最喜歡的一篇文章
05:46
"32 Memes模因 You Should
Send發送 Your Sister妹妹 Immediately立即" --
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32 個你應該要馬上告訴你姊的梗
05:49
immediately立即.
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馬上
05:51
For example, "When you're going
through通過 your sister's姐妹 stuff東東,
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比如說「當你在翻你姊的東西的時候
05:54
and you hear her coming未來 up the stairs樓梯."
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聽到她上樓的聲音」
05:56
Absolutely絕對, I've doneDONE that.
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當然,我也做過那樣的事
05:58
"Watching觀看 your sister妹妹 get in trouble麻煩
for something that you did
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「看著你的姊姊
因為你做的事陷入麻煩
06:01
and blamed指責 on her."
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卻責備她」
06:02
Yes, I've doneDONE that as well.
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是的,我也做過那樣的事
06:04
This list名單 got three million百萬 views意見.
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這篇貼文獲得了三百萬的瀏覽次數
06:06
Why is that?
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為什麼?
06:07
Because it did, very well, several一些 jobs工作:
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因為它做到了這幾點:
06:10
"This is us."
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「這就是我們」
06:12
"Connect with family家庭."
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「與家庭產生連結」
06:13
"Makes使 me laugh."
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「讓我大笑」
06:14
Here are some of the thousands數千
and thousands數千 of comments註釋
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這是上千條姐妹們互相傳送
06:17
that sisters姐妹 sent發送 to each other
using運用 this list名單.
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給對方的評論中的一條
06:21
Sometimes有時 we discover發現
what jobs工作 do after the fact事實.
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有時候我們會在事情發生後
才發現它的影響
06:25
This quiz測驗, "Pick an Outfit衣服 and We'll Guess猜測
Your Exact精確 Age年齡 and Height高度,"
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這個爆紅的測試:
選擇一套衣服來測試
你的真實年齡和身高
06:30
went very viral病毒: 10 million百萬 views意見.
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得到了一千萬次的瀏覽
06:32
Ten million百萬 views意見.
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一千萬次
我的意思是
06:34
I mean -- did we actually其實 determine確定
the exact精確 age年齡 and height高度
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難道我們真的有測量這一千萬人的
真實年齡和身高嗎?
06:38
of 10 million百萬 people?
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06:40
That's incredible難以置信. It's incredible難以置信.
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這真的是太厲害了
太厲害了
06:42
In fact事實, we didn't.
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但事實上,我們並沒有
06:43
(Laughter笑聲)
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(笑聲)
06:44
Turns out that this quiz測驗
went extremely非常 viral病毒
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而且這個測試
在 55 歲以上的女性間最流行
06:49
among其中 a group of 55-and-up-和向上 women婦女 --
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06:52
(Laughter笑聲)
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(笑聲)
06:53
who were surprised詫異 and delighted欣喜的
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這是一群看到自己被定為
28 歲和 175 公分高後
06:57
that BuzzFeedBuzzFeed determined決心
that they were 28 and 5'9".
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會很驚訝和高興的群體
07:03
(Laughter笑聲)
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(笑聲)
07:04
"They put me at 34 years年份 younger更年輕
and seven inches英寸 taller.
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「我的測試結果年輕了 34 歲
和高了 18 公分耶
07:08
I dress連衣裙 for comfort安慰 and do not give
a damn該死的 what anyone任何人 says.
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我每天都穿得很舒服
完全不在意別人講什麼
07:11
Age年齡 is a state of mind心神."
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因為年齡是一種心態」
07:12
This quiz測驗 was successful成功
not because it was accurate準確,
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這個測試很成功不是因為
它的測試結果有多準確
07:15
but because it allowed允許 these ladies女士們
to do a very important重要 job工作 --
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而是因為它讓這些女性們
07:20
the humblebraghumblebrag.
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有了機會成功的誇獎自己
07:22
Now, we can even apply應用
this framework骨架 to recipes食譜 and food餐飲.
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我們甚至可以將這個理念
用在食譜和食物上
07:27
A recipe's食譜的 normal正常 job工作 is to tell you
what to make for dinner晚餐 or for lunch午餐.
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食譜一般是用來告訴你
怎麼去做午餐和晚餐的
07:34
And this is how you would normally一般
brainstorm頭腦風暴 for a recipe食譜:
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你構思食譜的過程應該是:
07:37
you figure數字 out what ingredients配料
you want to use,
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找出你要用的原料
07:39
what recipe食譜 that makes品牌,
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烹調的方法
07:41
and then maybe you slap拍擊 a job工作 on
at the end結束 to sell it.
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可能到最後你還成功的
賣出了這份食譜
07:44
But what if we flipped翻轉 it around
and thought about the job工作 first?
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但如果我們反過來呢
07:49
One brainstorming頭腦風暴 session會議
involved參與 the job工作 of bonding結合.
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我們腦力激盪的主題是連結
07:54
So, could we make a recipe食譜
that brought people together一起?
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我們可以製作一份食譜
將大家都凝聚在一起嗎?
07:59
This is not a normal正常 brainstorming頭腦風暴
process處理 at a food餐飲 publisher出版者.
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這不是一個正常的腦力激盪過程
08:05
So we know that people
like to bake together一起,
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我們知道大家喜歡一起烘培
08:08
and we know that people
like to do challenges挑戰 together一起,
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我們知道大家喜歡一起接受挑戰
08:11
so we decided決定 to come up with a recipe食譜
that involved參與 those two things,
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所以我們覺得製作一個
包括兩樣東西的
08:16
and we challenged挑戰 ourselves我們自己:
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具有挑戰性的食譜
08:18
Could we get people to say,
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我們想讓大家可以和自己的好朋友說
08:20
"Hey, BFFBFF, let's see
if we can do this together一起"?
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「嘿,我們來試試做這個怎麼樣?」
08:24
The resulting造成 video視頻 was
the "FudgiestFudgiest Brownies巧克力 Ever" video視頻.
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我們做了一隻影片叫做
「史上最布朗尼的布朗尼」
08:28
It was enormously巨大 successful成功
in every一切 metric possible可能 --
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它獲得了巨大的成功
08:31
70 million百萬 views意見.
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總共七千萬的觀看次數
08:32
And people said the exact精確 things
that we were going after:
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大家都做出了我們預期的反應:
08:36
"Hey, Colette科萊特, we need to make these,
are you up for a challenge挑戰?"
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「 嘿!柯萊,我們來
挑戰看看這個怎麼樣?」
08:39
"Game遊戲 on."
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「 沒問題! 」
這隻影片成功達到了它的目的
08:40
It did the job工作 that it set out to do,
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08:43
which哪一個 was to bring帶來 people together一起
over baking and chocolate巧克力.
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通過烘培和巧克力將大家凝聚在一起
08:49
I'm really excited興奮 about
the potential潛在 for this project項目.
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我對於這個計畫的潛力感到很興奮
08:53
When we talk about this framework骨架
with our content內容 creators創作者,
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當我們和內容創作者
談論到這個理念的時候
08:56
they instantly即刻 get it,
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他們很快就懂了
08:57
no matter what beat擊敗 they cover,
what country國家 they’re回覆 in,
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無論他們翻唱什麼音樂
在哪個國家
09:00
or what language語言 they speak說話.
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講什麼語言
09:01
So cultural文化 cartography製圖 has helped幫助 us
massively大規模 scale規模 our workforce勞動力 training訓練.
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所以文化製圖在我們的
培訓上幫助了很多
09:06
When we talk about this project項目
and this framework骨架
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當我們和廣告業者和品牌商
09:10
with advertisers廣告商 and brands品牌,
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談論到這個項目和理念的時候
09:11
they also instantly即刻 get it,
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他們也很快就理解了
09:13
because advertisers廣告商,
more often經常 than media媒體 companies公司,
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因為廣告業者
很多時候比媒體公司
09:18
understand理解 how important重要 it is
to understand理解 the job工作
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更加了解他們產品
09:22
that their products製品
are doing for customers顧客.
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對他們的顧客
有什麼幫助的重要性
09:26
But the reason原因 I'm the most excited興奮
about this project項目
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但讓我對這個計畫
感到最興奮的原因是
09:30
is because it changes變化 the relationship關係
between之間 media媒體 and data數據.
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它改變了媒體和數據間的關係
很多媒體公司將媒體當成自己的工具
09:35
Most media媒體 companies公司
think of media媒體 as "mine."
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09:39
How many許多 fans球迷 do I have?
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我有多少粉絲?
09:40
How many許多 followers追隨者 have I gained獲得?
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我有多少新的追蹤者?
09:42
How many許多 views意見 have I gotten得到?
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我得到了多少觀看次數?
09:44
How many許多 unique獨特 IDsid do I have
in my data數據 warehouse倉庫?
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我的資料倉儲裡
有多少個唯一識別碼?
09:47
But that misses錯過 the true真正 value of data數據,
which哪一個 is that it's yours你的.
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但卻忽略了數據的真實價值:「你」
如果我們從資料裡知道
09:53
If we can capture捕獲 in data數據
what really matters事項 to you,
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對你來說什麼是最重要的
如果我們更加了解我們的工作
09:59
and if we can understand理解 more
the role角色 that our work plays播放
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在人們的生活中扮演著什麼角色
10:03
in your actual實際 life,
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10:05
the better content內容 we can create創建 for you,
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那我們就可以給大家
創造出更好的內容
10:08
and the better that we can reach達到 you.
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我們就更能和你產生連結
10:10
Who are you?
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你是誰?
10:13
How did you get there?
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你在哪裡?
10:14
Where are you going?
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你要去哪裡?
10:16
What do you care關心 about?
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你在乎什麼?
10:17
What can you teach us?
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你可以教我們什麼?
10:19
That's cultural文化 cartography製圖.
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這就是文化製圖
10:21
Thank you.
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謝謝你們
10:22
(Applause掌聲)
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(掌聲)
Translated by Vanessa Leung
Reviewed by 小隻 羊

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ABOUT THE SPEAKER
Dao Nguyen - Media analytics expert
As Publisher of BuzzFeed, Dao Nguyen thinks about how media spreads online and the technology and data that publishers can use to understand why.

Why you should listen

Dao Nguyen is the Publisher of BuzzFeed, a reinvention of the traditional title in which she oversees the company’s tech, product, data and publishing platform, as well as ad product, pricing, and distribution. Nguyen joined BuzzFeed in 2012 and has been instrumental in its rapid growth as the largest independent digital media company in the world. Prior to joining BuzzFeed, Nguyen oversaw product for a financial careers venture within Dow Jones. She also previously served as Chief Executive Officer of Le Monde Interactif, publisher of the leading news site lemonde.fr. Before moving to France, she was Executive Producer at Concrete Media, a small web agency, and a consultant at Andersen Consulting (now Accenture). She has a degree in Applied Mathematics / Computer Science from Harvard and is based in New York City.

More profile about the speaker
Dao Nguyen | Speaker | TED.com