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;

嗯，現(xiàn)在，很多web 2.0 (注重用戶交互的新型互聯(lián)網(wǎng)應(yīng)用)的技術(shù)顧問賺了大錢。實際上，他們就是靠這東西為生的。我會試著幫你節(jié)省點時間和鈔票，在接下來的三分鐘里我會一一解釋清楚，這這究竟是怎么一回事。我跟一群朋友在2005年建立了一個網(wǎng)站，叫做Reddit.com。這是一個社交型新聞網(wǎng)站。

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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.

基本上就是說公共首頁上羅列的是目前網(wǎng)上風(fēng)頭最勁的東西。你找到一些好玩兒的，比如說TEDTalk，傳到Reddit上，然后你的社區(qū)同好們喜歡就頂，不喜歡就踩。首頁就是這么來的。升升降降，新聞總是在換。每天大概有50萬的點擊量。但這不是Reddit本身的魅力。這其實是大家對發(fā)掘網(wǎng)絡(luò)上新鮮事的熱情。因為最近四年我們見到了各種各樣的流行語和潮流從我們的首頁開始發(fā)揚光大。

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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.

但今天我要講的不是有關(guān)Reddit。是有關(guān)座頭鯨的。嗯，好吧，嚴(yán)格說來其實是有關(guān)Greenpeace(綠色和平)，一個環(huán)境保護組織，旨在阻止日本政府的捕鯨運動。那里的座頭鯨正遭受殺戮。他們想阻止這一切。途徑之一就是在這些座頭鯨之一身上植入追蹤芯片。但為了使大家更有參與感，他們想為這只座頭鯨命名。

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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."

所以，遵循網(wǎng)絡(luò)規(guī)則，他們發(fā)起了一場公投，包含很多非常高雅、深刻、有內(nèi)涵的名字。我相信這是波斯語中的“不朽”。我認(rèn)為這個的意思是“海之神力”一個波利尼西亞詞。然后就是這個了：噴水先生。

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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!"

而這個，這個很特別。阿噴先生，或噴噴，因為朋友們的支持，在網(wǎng)絡(luò)上流行開來。實際上，Reddit上的一些人認(rèn)為， “哦，太棒了，我們該把它頂上去。”然后，如你所知，Redditor（Reddit用戶）們?nèi)浩鸲斨?。于是，選舉開始，我們網(wǎng)站人員也在背后默默支持。我們改變了網(wǎng)站徽標(biāo)，把外星人改成了噴水鯨魚。不久之后連Fark 和Boing Boing之類的網(wǎng)站都開始宣稱 “是的！我們就愛噴水先生。”

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So it went from about five percent, which was when this meme started, 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."

所以，票數(shù)從剛開始的5%，一路漲到投票結(jié)束時的70%。很牛對吧？我們贏了！噴水先生被選中了。嗯，開個玩笑。好吧。其實，綠色和平并不喜歡這個名字。他們想要個更有深意的名字。所以他們說，“不，不，這太扯了。我們再投一個禮拜?！?/p>

Well, that got us a little angry, so we changed it to Fightin' Splashy.

好吧，我們有點不爽。所以，我們把口號改成了“加油，噴水先生”。

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.

而且Reddit社區(qū)真的，不如說整個互聯(lián)網(wǎng)，真的都開始力挺它了。Facebook上建立了新群組和新應(yīng)用。宗旨就是，“投良心票，投噴水先生票?！倍以诂F(xiàn)實世界里人們也貼起了這樣的標(biāo)志——關(guān)于這條鯨魚。終于到了最后關(guān)頭。

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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.

形勢明朗了...78%高票當(dāng)選，描述一下這場壓倒性的勝利就是，第二名只得到3%。了解了吧？

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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."

所以很明顯。網(wǎng)民喜歡噴水先生。這名字很棒。大家都想在電視或廣播上聽到“噴水先生”。

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.

我覺得這也是原動力之一。但更酷的是現(xiàn)在綠色和平的對應(yīng)，他們將之徹底市場化了。他們賣噴水先生T恤和胸章。他們甚至開發(fā)了一種電子賀卡，讓你可以把跳舞的噴水先生發(fā)給你的朋友。但更重要的是他們真的完成了他們的任務(wù)。日本政府叫停了他們的捕鯨考察。使命達成。綠色和平很激動。鯨魚們很開心。引用一下。?

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And actually, Redditors in the Internet community 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.

實際上，網(wǎng)絡(luò)社區(qū)中的Redditor們喜歡湊熱鬧，但他們并不真的熱愛鯨魚?？赡苡幸恍┦?。但大多數(shù)人只是對這個熱鬧感興趣并且趨之若鶩。綠色和平的人到這個網(wǎng)站來感謝Reddit們的參與。但這種參與其實不是出于利他主義。只是大家都想做點很酷的事兒而已。

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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.

這就是互聯(lián)網(wǎng)世界的規(guī)則。這就是互聯(lián)網(wǎng)的大秘密。因為網(wǎng)絡(luò)提供了一個人人平等的游樂場。你的鏈接和（轉(zhuǎn)向另一觀眾）你的一樣有價值，我的也是一樣。只要你有一個瀏覽器。不管財力大小任何人都能訪問任何網(wǎng)站。只要網(wǎng)絡(luò)能保持它的中立性。

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Another important thing is it costs nothing to get content online. 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.

另一個很重要的點是在網(wǎng)絡(luò)上瀏覽內(nèi)容現(xiàn)在不用花任何額外費用。我們有太多厲害的網(wǎng)絡(luò)發(fā)布工具?，F(xiàn)在幾分鐘就可以有所創(chuàng)造。重復(fù)操作是如此簡單，你也許會想也試一把。

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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. Thank you.

如果你真的想做，請保持真誠。請實話實說。請敏銳前衛(wèi)。而且綠色和平實際上學(xué)到了很重要的一課，那就是失控，其實沒什么大不了。不把自己太當(dāng)回事也沒什么大不了。了解了這個，即使這本身是挺不得了的道理，你最終就能實現(xiàn)你的目標(biāo)。這也是我想與大家分享的最后一個秘訣——就是上網(wǎng)也能做大事。但秘訣并不再是大人物掌控一切。若想成功，面對失控的情形你要心態(tài)平和。謝謝大家。