Deep Sea News
deepseanews.com @deepseanews #deepsn
Lessons From Creating an
Online Outreach Empire
N

Craig R. McClain, Ch...
5000000

Cummulative
Page Views

4000000
3000000
2000000
1000000

01/01/2014

01/01/2013

01/01/2012

01/01/2011

01/01/20...
1. Be Strategic. Be Deliberate.

Mission Statement:
Demystifying and humanizing science in an open conversation that insti...
2. Branding...Branding...Branding...

Ángel Guerraa, Ángel F. Gonzáleza, Santiago Pascuala, and Earl G. Daweb (2011). The ...
3. Find Your Niche & Story

Reverently irreverent. We will be true
to who we are in real life, leveraging
humor to keep th...
4. Get Yourself A Super Team
4. Get Yourself A Super Team
5. Embrace the World Around You
6. Network + Good Story = Viral
7. Stop Taking Refuge In Our Irrelevance 
7. Stop Taking Refuge In Our Irrelevance 

588,737
Current Population of Miami: 413,892
Producing something popular on the
internet is as much about passion as it is
about good content. With passion and the
rig...
8. The deficit model is dead

Stop shouting the
same information
more and more
loudly
9. Create prestige for public scholarship 

The	
  Tradi)onal	
  Formula

First	
  and	
  foremost	
  publish,	
  both	
  ...
10. Stop Treating Outreach & Research as
Separate Entities.
We Need a New Formula

Outreach

Research

Outreach
Research

...
Lessons From Creating an Online Outreach Empire
Lessons From Creating an Online Outreach Empire
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Lessons From Creating an Online Outreach Empire

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10 lessons that I've learned from developing deepseanews.com I challenge paradigms and call for a new formula for how we approach science outreach

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Lessons From Creating an Online Outreach Empire

  1. 1. Deep Sea News deepseanews.com @deepseanews #deepsn Lessons From Creating an Online Outreach Empire N Craig R. McClain, Chief Editor DSN, @DrCraigMc
  2. 2. 5000000 Cummulative Page Views 4000000 3000000 2000000 1000000 01/01/2014 01/01/2013 01/01/2012 01/01/2011 01/01/2010 01/01/2009 01/01/2008 01/01/2007 0 Deep Sea News Date This blog is salt of the earth, or in this case, salt of the sea. It casts back to the best traditions of popular science, sparking curiosity and bewonderment, explaining the phenomena in comprehensible language. It’s all about communication between the expert and an interested reader, a transfer of knowledge and ideas, sharing the passion. -Blog Critics Magazine
  3. 3. 1. Be Strategic. Be Deliberate. Mission Statement: Demystifying and humanizing science in an open conversation that instills passion, awe, and responsibility for the oceans. Deep Sea News 1. Direct from the bench and the trench.  2. Saying things others do not.  3. Reverently irreverent.  4. Promoting ocean literacy.  5. Perspective through a plurality of voices.  6. Awareness through scrutiny, not negativity.  7. Expanding the culture of ocean science.  8. Call to Action
  4. 4. 2. Branding...Branding...Branding... Ángel Guerraa, Ángel F. Gonzáleza, Santiago Pascuala, and Earl G. Daweb (2011). The giant squid Architeuthis: An emblematic invertebrate that can represent concern for the conservation of marine biodiversity Biological Conservation, 144 (7), 1989-1998 :10.1016/j.biocon.2011.04.021
  5. 5. 3. Find Your Niche & Story Reverently irreverent. We will be true to who we are in real life, leveraging humor to keep the science dialogue informal and accessible. “This "oh-so-hip" presentation of a very interesting phenomenon is regrettable. I stopped reading halway [sic] through it as I couldn't take any more. Just present the science. Tarting it up for people to read is pointless. Such readers have no value. Too bad, I would have liked to learn the real scinece [sic] presented here.”
  6. 6. 4. Get Yourself A Super Team
  7. 7. 4. Get Yourself A Super Team
  8. 8. 5. Embrace the World Around You
  9. 9. 6. Network + Good Story = Viral
  10. 10. 7. Stop Taking Refuge In Our Irrelevance 
  11. 11. 7. Stop Taking Refuge In Our Irrelevance  588,737 Current Population of Miami: 413,892
  12. 12. Producing something popular on the internet is as much about passion as it is about good content. With passion and the right writing style, you can make any type of science cool. Deep Sea News
  13. 13. 8. The deficit model is dead Stop shouting the same information more and more loudly
  14. 14. 9. Create prestige for public scholarship  The  Tradi)onal  Formula First  and  foremost  publish,  both  the  number  and  the  impact  ma5er.     Write  and  ul8mately  receive  grants  to  both  maintain  our  research  (to  produce  more  papers) Keep  grant  funds  flowing  though  our  departments  and  universi8es.     Required  to  teach  and  mentor  students,  and  poten8ally  do  it  well. Service  to  the  school  in  the  form  of  commi5ees.       Mentoring  to  ul8mately  increase  our  own  research  output.   The  new  outreach  demand  on  our  8me,  largely  from  outside  of  academia,   oFen  conflicts  with  the  formula.  
  15. 15. 10. Stop Treating Outreach & Research as Separate Entities. We Need a New Formula Outreach Research Outreach Research Deep Sea News What if we started to create differently? New graduate training, courses, lab cultures, and departments

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