Alexis Ohanian: How to make a splash in social media

Summary

In a compelling talk, the speaker recounts the story of how Reddit played a pivotal role in the Greenpeace campaign to protect humpback whales from Japanese whaling. By rallying users around the humorous name 'Mister Splashy Pants,' the community transformed a serious issue into a viral phenomenon, ultimately influencing Greenpeace's marketing and leading to the success of their mission. The speaker emphasizes the power of the internet as a level playing field, where genuine engagement and a willingness to lose control can drive meaningful change. The talk underscores the evolving nature of online interaction and the importance of authenticity.

Takeaways

• 😀 The rise of Web 2.0 has created a thriving community of consultants making a living by navigating online platforms.
• 🌐 Reddit.com, founded in 2005, serves as a social news website that democratizes content sharing through community voting.
• 🐋 Greenpeace's campaign against whaling highlighted the power of the internet to mobilize public opinion around important causes.
• 🗳️ The humorous name 'Mister Splashy Pants' became a viral sensation, illustrating the unpredictable nature of internet trends.
• 🎉 Community involvement can significantly influence the outcome of campaigns, as demonstrated by the overwhelming support for Mister Splashy Pants.
• 💡 The internet allows for anyone to share content equally, emphasizing the importance of net neutrality.
• ⚙️ With accessible publishing tools, it’s easy to produce and share content online, lowering the barriers for creativity and expression.
• 🤝 Being genuine and open can lead to successful online campaigns, even for serious causes.
• 🚀 Losing control of a message can be beneficial, as it allows for organic growth and engagement from the community.
• 🌊 The success of Greenpeace’s mission showed that with creativity and community engagement, meaningful change is possible.

Q & A

What is Reddit, and how does it function?

Reddit is a social news website where users can submit interesting content. The community votes on these submissions, determining what appears on the front page based on popularity.

What was Greenpeace's objective regarding humpback whales?

Greenpeace aimed to stop the Japanese government's whaling campaign, which was leading to the death of whales. They wanted to raise awareness and support for their cause.

How did the name 'Mister Splashy Pants' come to be associated with the whale?

Greenpeace held a poll to name the whale, which included various cultured names. However, the name 'Mister Splashy Pants' became a viral favorite, driven by the Reddit community.

What was the outcome of the voting for the whale's name?

Initially, 'Mister Splashy Pants' received about 5% of the votes but surged to 78% by the end of voting, indicating overwhelming support from the internet community.

Why was Greenpeace not thrilled with the name 'Mister Splashy Pants'?

Greenpeace preferred one of the more serious names on the list and initially attempted to extend the voting period after 'Mister Splashy Pants' gained popularity.

What marketing strategies did Greenpeace implement around 'Mister Splashy Pants'?

Greenpeace created a marketing campaign that included 'Mister Splashy Pants' merchandise such as shirts and pins, as well as an e-card featuring a dancing Splashy.

What was the result of Greenpeace's campaign?

The campaign successfully led to the Japanese government calling off their whaling expedition, thus achieving Greenpeace's objective of protecting the whales.

What does the speaker suggest about the nature of the internet?

The speaker highlights that the internet provides a level playing field where anyone can share content, and that success can come from community engagement rather than top-down messaging.

What lesson did Greenpeace learn from their experience with 'Mister Splashy Pants'?

Greenpeace learned that it is acceptable to lose control and take a less serious approach, which can still lead to effective advocacy for serious causes.

How does the speaker view the importance of net neutrality?

The speaker emphasizes that maintaining net neutrality is crucial for ensuring that all content on the internet can be accessed equally, regardless of budget or resources.