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Transcript 0:15 Four years ago, on the TED stage, I announced a company I was working with at the time called Odeo. And because of that announcement, we got a big article in The New York Times, which led to more press, which led to more attention, and me deciding to become CEO of that company -- whereas I was just an adviser -- and raising a round of venture capital and ramping up hiring. 0:38 One of the guys I hired was an engineer named Jack Dorsey, and a year later, when we were trying to decide which way to go with Odeo, Jack presented an idea he'd been tinkering around with for a number of years that was based around sending simple status updates to friends. We were also playing with SMS at the time at Odeo, so we kind of put two and two together, and in early 2006 we launched Twitter as a side project at Odeo. 1:03 Now, it's hard to justify doing a side project at a startup, where focus is so critical, but I had actually launched Blogger as a side project to my previous company, thinking it was just a little thing we'd do on the side, and it ended up taking over not only the company, but my life for the next five or six years. So I learned to follow hunches even though you can't necessarily justify them or know where they're going to go. And that's kind of what's happened with Twitter, time after time. 1:28 So, for those of you unfamiliar, Twitter is based around a very simple, seemingly trivial concept. You say what you're doing in 140 characters or less, and people who are interested in you get those updates. If they're really interested, they get the update as a text message on their cell phone. So, for instance, I may Twitter right now that I'm giving a talk at TED. And in my case, when I hit send, up to 60,000 people will receive that message in a matter of seconds. Now, the fundamental idea is that Twitter lets people share moments of their lives whenever they want, be they momentous occasions or mundane ones. It is by sharing these moments as they're happening that lets people feel more connected and in touch, despite distance, and in real time. This is the primary use we saw of Twitter from the beginning, and what got us excited. 2:23 What we didn't anticipate was the many, many other uses that would evolve from this very simple system. One of the things we realized was how important Twitter could be during real-time events. When the wildfires broke out in San Diego, in October of 2007, people turned to Twitter to report what was happening and to find information from neighbors about what was happening around them. 2:46 But it wasn't just individuals. The L.A. Times actually turned to Twitter to dispense information as well, and put a Twitter feed on the front page, and the L.A. Fire Department and Red Cross used it to dispense news and updates as well. At this event, dozens of people here are Twittering and thousands of people around the world are following along because they want to know what it feels like to be here and what's happening. 3:07 Among the other interesting things that have cropped up 3:10 are many things from businesses, 3:12 from marketing and communications and predictable things, to an insanely popular Korean-barbecue taco truck that drives around L.A. and Twitters where it stops, causing a line to form around the block. 3:25 Politicians have recently begun Twittering. In fact, there are 47 members of Congress who currently have Twitter accounts. And they're tweeting, in some cases, from behind closed-door sessions with the President. In this case, this guy's not liking what he's hearing. The President himself is our most popular Twitter user, although his tweets have dropped off as of late, while Senator McCain's have picked up. As have this guy's. 3:55 Twitter was originally designed as a broadcast medium: you send one message and it goes out to everybody, and you receive the messages you're interested in. One of the many ways that users shaped the evolution of Twitter was by inventing a way to reply to a specific person or a specific message. So, this syntax, the "@username" that Shaquille O'Neal's using here to reply to one of his fans, was completely invented by users, and we didn't build it into the system until it already became popular and then we made it easier. This is one of the many ways that users have shaped the system. 4:28 Another is via the API. We built an application-programming interface, which basically means that programmers can write software that interacts with Twitter. We currently know about over 2,000 pieces of software that can send Twitter updates -- interfaces for Mac, Windows, your iPhone, your BlackBerry -- as well as things like a device that lets an unborn baby Twitter when it kicks or a plant Twitter when it needs water. 4:52 Probably the most important third-party development came from a little company in Virginia called Summize. Summize built a Twitter search engine. And they tapped into the fact that, if you have millions of people around the world talking about what they're doing and what's around them, you have an incredible resource to find out about any topic or event while it's going on. This really changed how we perceived Twitter. For instance, here's what people are saying about TED. This is another way that our mind was shifted, and Twitter wasn't what we thought it was. We liked this so much we actually bought the company and are folding it into the main product. This not only lets you view Twitters in different ways, but it introduces new use cases as well. One of my favorites is what happened a few months ago when there was a gas shortage in Atlanta. Some users figured out that they would Twitter when they found gas -- where it was, and how much it cost -- and then appended the keyword "#atlgas" which let other people search for that and find gas themselves. 5:54 And this trend of people using this communication network to help each other out goes far beyond the original idea of just keeping up with family and friends. It's happened more and more lately, whether it's raising money for homeless people or to dig wells in Africa or for a family in crisis. People have raised tens of thousands of dollars over Twitter in a matter of days on several occasions. It seems like when you give people easier ways to share information, more good things happen. 6:26 I have no idea what will happen next with Twitter. I've learned to follow the hunch, but never assume where it will go. Thanks. 6:38 (Applause) 6:44 Chris Anderson: We're not quite done yet. So, look, if we could have this screen live. This is actually the most terrifying thing that any speaker can do after they've been to an event. It's totally intimidating. 6:55 So, this would be the Twitter search screen. So we're going to just type a couple of random words into Twitter. For example: "Evan Williams." "Evan Williams, give people more good ways to share information and follow your hunch at TED." "Currently listening to Evan Williams." "Currently listening to Evan Williams." "Evan Williams --" Oh. "Evan Williams is just dying on stage here at TED. Worst talk ever!" (Laughter) 7:20 Evan Williams: Nice. Thanks. 7:22 CA: Just kidding. 7:24 But, literally in the eight minutes he was talking, there are about fifty tweets that already came on the talk. So he'll see every aspect of the reaction: the fact that Barack Obama is the biggest Twitterer, the fact that it came out of TED. I don't think there's any other way of getting instant feedback that way. 7:39 You have build something very fascinating, and it looks like its best times are still ahead of it. So, thank you very much, Evan. EW: Thank you. CA: That was very interesting.
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Transcript Translated by Davorin Jelačić Reviewed by Mislav Ante Omazić - EFZG 0:15 Prije četiri godine, na TED pozornici, najavio sam kompaniju za koju sam tada radio, zvanu Odeo. Zbog te najave, dobili smo veliki članak u novinama New York Times, što je vodilo drugim člancima, što je vodilo većem publicitetu, i mojoj odluci da postanem glavni direktor kompanije -- gdje sam bio samo savjetnik -- i prikupim poduzetnički kapital i povećam zapošljavanje. 0:38 Jedan od ljudi koje sam zaposlio je bio inženjer Jack Dorsey, i godinu dana kasnije pokušali smo odlučiti kamo usmjeriti tvrtku Odeo, i Jack je predočio ideju s kojom se poigravao već više godina, a koja se temeljila na slanju jednostavnih ažuriranih statusa prijateljima. U to vrijeme u Odeu smo se igrali i sa SMS-om, pa smo nekako zbrojili dva i dva, i rano u 2006. lansirali Twitter kao usputni projekt u Odeu. 1:03 Sad, teško je opravdati vođenje usputnog projekta u tek osnovanoj kompaniji, gdje je usredotočenje kritično važno, ali sam već bio pokrenuo Blogger kao usputni projekt u svojoj prethodnoj kompaniji, misleći da je to stvarčica koju ćemo raditi sa strane, a završio je preuzimajući ne samo kompaniju, već i moj život u sljedećih pet do šest godina. Pa sam naučio slijediti intuiciju čak i kad je ne možete opravdati ili znati kamo sve vodi. A to je ono što se dogodilo s Twitterom, iznova i iznova. 1:28 Pa, za vas koji niste upoznati s time, Twitter se temelji na vrlo jednostavnom, naizgled trivijalnom konceptu. Kažete što radite u 140 znakova ili manje, a ljudi koje zanimate to primaju. Ako su stvarno zainteresirani, primaju vaš komentar kao tekstualnu poruku na njihovom mobitelu. Tako, na primjer, mogu tvitati sada da držim govor na TED-u. A u mojem slučaju, kad pritisnem pošalji, do 60.000 ljudi će tu poruku primiti u roku od nekoliko sekundi. Fundamentalna ideja je da Twitter omogućava ljudima da podijele trenutke u životu kad god žele, bilo da je riječ o važnim ili običnim prigodama. Dijeljenje tih trenutaka istovremeno kako se događaju omogućava ljudima osjećaj bolje povezanosti i dodira, usprkos udaljenosti, u živom vremenu. To je primarna upotreba Twittera kako smo je zamislili otpočetka, i to je ono što nas je zagrijalo. 2:23 Ono što nismo predvidjeli su mnoge, mnoge druge primjene koje će se razviti iz ovog vrlo jednostavnog sustava. Jedna od stvari koju smo otkrili je kako Twitter može biti važan tijekom događanja u stvarnom vremenu. Kad je došlo do požara u San Diegu, u listopadu 2007., ljudi su se okrenuli Twitteru za izvješćivanje o zbivanju i kako bi od ljudi iz susjedstva dobili informacije o tome što se događa oko njih. 2:46 Ali nisu ga koristili samo pojedinci. Novine L.A. Times se također okrenuo Twitteru za širenje informacija, i stavio Twitter objave na svoju naslovnicu, a vatrogasna služba Los Angelesa i Crveni križ koristili su ga također za širenje vijesti i novosti. Tom prilikom, deseci ljudi su tvitali, a tisuće ljudi su sve pratile jer su željeli znati kako to izgleda biti ondje i što se događa. 3:07 Među drugim zanimljivim stvarima koje su se skupile 3:10 su mnoge primjene u poslovanju, 3:12 od marketinga, komunikacija i predvidivih stvari do suludo popularnog kamiona s korejskim roštiljem koji vozi po Los Angelesu i javlja Twitterom gdje će stati izazivajući redove koji se protežu kroz naselje. 3:25 Nedavno su i političari počeli tvitati. U stvari, 47 članova Kongresa trenutno imaju Twitter račune. I u nekim slučajevima tvitaju sa zatvorenih sastanaka s Predsjednikom. U ovom slučaju, ovom se čovjeku ne sviđa što čuje. Sâm Predsjednik je naš najpopularniji Twitter korisnik, premda su se njegovi tvitovi smanjili u posljednje vrijeme, dok su se oni senatora McCaina povećali. Kao i tvitovi ovog čovjeka. 3:55 Twitter je izvorno oblikovan uglavnom kao medij za emitiranje. Pošaljete jednu poruku i ona je odaslana svima, a vi primate poruke koje zanimaju vas. Jedan od mnogih načina na koji su korisnici doveli do evolucije Twittera bio je izum načina da odgovorite određenoj osobi ili na konkretnu poruku. Pa su ovu sintaksu, "@username" koju Shaquille O'Neal ovdje koristi kako bi odgovorio jednom obožavatelju, u potpunosti izumili korisnici, i mi je nismo ugradili u sustav dok već nije bila popularna a tada smo je pojednostavili. Ovo je jedan od mnogih načina na koji su korisnici oblikovali sustav. 4:28 Drugi je putem API. Izgradili smo programsko sučelje aplikacije (API), koje praktički omogućava programerima da pišu programe koji komuniciraju s Twitterom. Trenutno znamo za preko 2.000 programa koji mogu slati Twitter ažuriranja, sučelja za Mac, Windowse, vaš iPhone, vaš BlackBerry ... kao i stvari poput uređaja koji nerođenoj bebi omogućava slanje poruka kad se rita ili biljci kada treba vodu. 4:52 Vjerojatno najvažniji razvoj treće strane dolazi od male kompanije u Virdžiniji po imenu Summize. Summize je napravila Twitter pretraživač. Oni su se pozabavili činjenicom da ako imate milijun ljudi širom svijeta koji govore o tome što rade i što se zbiva oko njih, tada imate nevjerojatan resurs kojim možete otkriti svaku temu ili događaj dok se još odvija. Ovo je zaista promijenilo način na koji doživljavamo Twitter. Na primjer, evo što ljudi govore o TED-u. Ovo je još jedan način na koji je naš um pomaknuo, i Twitter nije ono što smo mislili da jest. To nam se toliko dopalo da smo i kupili kompaniju i unijeli njihov program u glavni proizvod. Ovo ne samo da vam omogućava gledati Twittere na različite načine, ali donosi i neke nove slučajeve. Jedan od meni najdražih se dogodio prije nekoliko mjeseci kad je došlo do nestašice benzina u Atlanti. Neki korisnici su shvatili da mogu tvitati kad ga pronađu, gdje ga ima i koliko košta, i tome su dodali ključnu riječ "#atlgas" kako bi i drugi mogli po tome tražiti, pa i sami pronaći benzin. 5:54 Ovaj trend da ljudi koriste komunikacijsku mrežu kako bi si međusobno pomogli daleko nadmašuje izvornu ideju o održavanju veze s obitelji i prijateljima. To se događa sve više i više u zadnje vrijeme, bilo da je riječ o skupljanju priloga za beskućnike ili o kopanju bunara u Africi ili za obitelj u krizi. Ljudi su u nekim prigodama prikupili desetke tisuća dolara putem Twittera u samo nekoliko dana. Izgleda da kad ljudima omogućite lakši način da dijele informacije, više dobrih stvari se dogodi. 6:26 Nemam pojma što će se sljedeće dogoditi s Twitterom. Ali naučio sam vjerovati intuiciji, a nikada ne pretpostaviti kuda to ide. Hvala. 6:38 (Pljesak) 6:44 Chris Anderson: Nismo sasvim gotovi. Gledajte, ako bismo mogli uključiti ovaj ekran ... Ovo je zapravo najstrašnija stvar koju govornik može uraditi nakon što su bili na nekom događaju. Ovo je totalno zastrašujuće. 6:55 Ovo bi bio Twitterov pretraživač. Utipkajmo nekoliko slučajnih riječi u Twitter. Na primjer: "Evan Williams." "... pružiti ljudima više informacija i slijediti vlastitu intuiciju @ #TED." "... trenutno slušam Evana Williamsa." Oo. Evan Williams upravo umire ovdje na TED-ovoj pozornici. Najgori govor ikad!" 7:20 Evan Williams: Lijepo. Hvala. 7:22 CA: Samo se šalim. 7:24 Ali, doslovno u osam minuta koliko je govorio, pojavilo se oko 50 tvitova o tom govoru. Znači, on će vidjeti svaki aspekt reakcije: činjenice da je Barack Obama najveći Twitterovac, činjenice da je sve poteklo s TED-a ... Ne vjerujem da postoji drugi način da ovako dobijete trenutni feedback. 7:39 Napravili ste nešto vrlo fascinantno, a čini se da su najbolja vremena još ispred Twittera. Pa, hvala ti puno, Evan. Ovo je bilo vrlo zanimljivo.