Using Social Networking Tools for Low-Cost, High-Impact
 Outreach: The Scripps Environmental Accumulation of
             ...
The “Great Pacific Garbage Patch”
The “Great Pacific Garbage Patch”
The “Great Pacific Garbage Patch”
The “Great Pacific Garbage Patch”
The “Great Pacific Garbage Patch”
The “Great Pacific Garbage Patch”
The Scripps Environmental Accumulation
    of Plastic Expedition (SEAPLEX)
• 20 days on R/V New
  Horizon


• Designed & l...
SEAPLEX Objective:
Find and explore high plastic areas in the NE Pacific




                             Photos: Andrew Ti...
SEAPLEX Objective:
      Find and explore high plastic areas in the NE Pacific
•   My own work: Plastic abundance
    & dis...
SEAPLEX Objective:
      Find and explore high plastic areas in the NE Pacific
•   My own work: Plastic abundance
    & dis...
SEAPLEX Objective:
      Find and explore high plastic areas in the NE Pacific
•   My own work: Plastic abundance
    & dis...
SEAPLEX Objective:
      Find and explore high plastic areas in the NE Pacific
•   My own work: Plastic abundance
    & dis...
SEAPLEX Objective:
      Find and explore high plastic areas in the NE Pacific
•   My own work: Plastic abundance
    & dis...
SEAPLEX Objective:
      Find and explore high plastic areas in the NE Pacific
•   My own work: Plastic abundance
    & dis...
SEAPLEX Objective:
      Find and explore high plastic areas in the NE Pacific
•   My own work: Plastic abundance
    & dis...
SEAPLEX Objective:
      Find and explore high plastic areas in the NE Pacific
•   My own work: Plastic abundance
    & dis...
Three outreach challenges
1. Creating and disseminating material
      •   Time very limited
      •   Bandwidth $11/MB!

...
SEAPLEX Online Outreach Strategies

 1. Communications volunteers
    • On the ship
    • On shore
 2. Communications tool...
Communications Volunteers: On the ship

• Teacher At Sea: Lara
  Dickens

• SIO Communications’
  Mario Aguilera

• Projec...
Communications Volunteers: Onshore

• SIO graduate student
  Alison Cawood
    • Posted to blog
    • Interacted with
    ...
Communications Tools: Low/no cost
SEAPLEX Blog




   http://seaplexscience.com/
•Scripps Oceanography &
Project Kaisei channels
•SEAPLEX playlist
Official Site




http://sio.ucsd.edu/Expeditions/Seaplex/
Online Newsroom
Mainstream media had easy one-stop
        access to materials
Cost of Online Tools
     Item            Application             Cost
                                         Blog: FREE...
Total Cost of Online Outreach

        People’s time:
     Item            Application                Cost
               ...
Communications strategy: utilizing the
    online science community

1. Began blog & Twitter
   before departure

2. Built...
More interaction, more audience
Lessons Learned & Next Steps
 Lessons Learned
• Pitfalls of “live from the
  field”

• Better coordination internally
  and...
Many Thanks
                                         UC Ship Funds
                                          Project Kaise...
SEAPLEX Stats
•  SEAPLEX website viewed in 114 countries
•  Blog has received more than 55,000 views
•  Twitter has 640 fo...
Trade winds and westerlies (jet
stream) drive the oceanic gyres
Debris accumulates at the calm center
  of the N. Pacific Subtropical High
Using Social Networking Tools for Low-Cost, High-Impact Outreach: The Scripps Environmental Accumulation of Plastic Expedi...
Using Social Networking Tools for Low-Cost, High-Impact Outreach: The Scripps Environmental Accumulation of Plastic Expedi...
Using Social Networking Tools for Low-Cost, High-Impact Outreach: The Scripps Environmental Accumulation of Plastic Expedi...
Using Social Networking Tools for Low-Cost, High-Impact Outreach: The Scripps Environmental Accumulation of Plastic Expedi...
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Using Social Networking Tools for Low-Cost, High-Impact Outreach: The Scripps Environmental Accumulation of Plastic Expedition (SEAPLEX)

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Presented in the "Using the Internet in Real-Time Ocean Research for Education and Outreach" session at the AGU Ocean Sciences Meeting in Portland, OR. 2/23/10.

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  • - Huge public interest, few facts
    - Algalita, Curtis Ebbesmeyer, additional literature observations
  • - Huge public interest, few facts
    - Algalita, Curtis Ebbesmeyer, additional literature observations
  • - Huge public interest, few facts
    - Algalita, Curtis Ebbesmeyer, additional literature observations
  • - Huge public interest, few facts
    - Algalita, Curtis Ebbesmeyer, additional literature observations
  • - Huge public interest, few facts
    - Algalita, Curtis Ebbesmeyer, additional literature observations

  • - this is our science
    - we knew we wanted to communicate & do outreach component
    - but we knew there was also a lot of public interest in this issue
    - great opportunity to get public/students involved in oceanographic research

  • - this is our science
    - we knew we wanted to communicate & do outreach component
    - but we knew there was also a lot of public interest in this issue
    - great opportunity to get public/students involved in oceanographic research

  • - this is our science
    - we knew we wanted to communicate & do outreach component
    - but we knew there was also a lot of public interest in this issue
    - great opportunity to get public/students involved in oceanographic research

  • - this is our science
    - we knew we wanted to communicate & do outreach component
    - but we knew there was also a lot of public interest in this issue
    - great opportunity to get public/students involved in oceanographic research

  • - this is our science
    - we knew we wanted to communicate & do outreach component
    - but we knew there was also a lot of public interest in this issue
    - great opportunity to get public/students involved in oceanographic research

  • - this is our science
    - we knew we wanted to communicate & do outreach component
    - but we knew there was also a lot of public interest in this issue
    - great opportunity to get public/students involved in oceanographic research

  • - this is our science
    - we knew we wanted to communicate & do outreach component
    - but we knew there was also a lot of public interest in this issue
    - great opportunity to get public/students involved in oceanographic research

  • - this is our science
    - we knew we wanted to communicate & do outreach component
    - but we knew there was also a lot of public interest in this issue
    - great opportunity to get public/students involved in oceanographic research


  • - chose online methods because 1) summer 2) no budget 3) my past experience
  • - first thought: someone whose specific job was to coordinate communications efforts
    - School not in session, so why not a teacher at sea?
    - Mario ended up coming too
    - Also a lot of communications through Project Kaisei, but separately conceived & Doug will talk about it at TIME

  • New media tools used to tell the story will the research team was at sea: Google earth and maps, wordpress blog, facebook, twitter, flickr, and js-kit, a social networking system for commenting
  • Everyone did 1 blog entry per week - ended up being updated 2-3 times daily
    The highest day was still Aug 8 with 2,700 views.
    Total views as of 55,000
  • Low bandwith only allowed the crew to use twitter onboard.
    The crew would tweet observations from sea, pictures and the Scripps Communications team would retweet as well as tweet excepts from the SEAPLEX blog.
    640 followers
  • Gotta go where people are, so SIO Communications used Scripps Facebook
    - Nice because got people subscribing to other SIO stuff too
    option of linking twitter & facebook status.
  • Flickr: Posted SEAPLEX pictures to Scripps’ flickr page. Created a SEAPLEX pool of images on the site to visually tell the science story.
    - FULLY INTEGRATED WITH WORDPRESS.COM - EASY TO POST TO BLOG
  • Posted 1 video before they departed – an interview with Chief scientist and faculty advisor Jim Leichter
    During SEAPLEX we received status as the week’s 9th most viewed non-profit channel
    - DEFINE PLAYLIST/CHANNEL/ACCOUNT; better pics


    After two months, the video now has more than 7,000 views.

    This is by far our BEST YouTube video success story.

    YouTube:
    Scripps Oceanography Channel
    Posted pre-SEAPLEX and post-SEAPLEX video
  • FIX IMAGE, make bigger.

    People were asking where we were, this showed it. also got across ocean size!! Eric did it through google maps - very easy interface, no programming required. Project Kaisei had a snazzy iPhone app.

    Later moved into Google Earth through SIO Communications working with Google. Used Geo RSS feed from Google maps to fed daily blog posts to Google Earth’s expedition layer. Also have the SEAPLEX video on Google Earth’s Explore the Ocean layer.


  • All new media tools were linked through/connected to the SEAPLEX expedition website located on the Scripps Oceanography website.

    Able to recycle template from other expeditions, but NOT free. Still, important to have official resource.

  • Newsroom goes hi-tech: Scripps Communications adds an online newsroom to the SEAPLEX website. It includes news releases, FREE downloadable videos and high-res images.
    Clearinghouse for SIO-related SEAPLEX resources
  • The new media approached used during the research cruise fed traditional media. Many broadcast and print reporters used the blog posts, tweets to report on the expedition while at sea.
    More than 200 clips, international coverage, radio, tv, print, web.

    CNN
    ABC National News
    BBC
    Bloomberg, Reuters, AP


    We had a great peak in web views following the SEAPLEX news conference. The day after was especially successful...SEAPLEX Website:Aug 27 -- 1,235 viewsAug 28 -- 3,072 viewsAug 29 -- 2,075 views

    SEAPLEX Blog
    http://seaplexscience.com/
    Aug 27: 1,484 views
    Aug 28: 1,818 views
    The highest day was still Aug 8 with 2,700 views.
    Total views as of 8:51 am Sept 2 55,311



  • - in our case we were lucky: issue with big public interest; and i had previous involvement with online outreach
    - but this is not necessary - online world moves fast & is driven by personal interaction. it is never too late to get involved.


  • How well did it work? Engaged new followers, fans in Scripps science. Hundreds of media requests and news stories were publish before, during and after the expedition. Scripps Communications office continues to coordinate media requests with SEAPLEX scientists.

    Facebook:
    850+ Page Fans
    Flickr:
    Scripps Oceanography PoolTwitter:
    300+ Followers

    We had a great peak in web views following the SEAPLEX news conference. The day after was especially successful...SEAPLEX Website:Aug 27 -- 1,235 views – SEAPLEX news conferenceAug 28 -- 3,072 viewsAug 29 -- 2,075 views

    SEAPLEX Blog
    http://seaplexscience.com/
    Aug 27: 1,484 views
    Aug 28: 1,818 views
    The highest day was still Aug 8 with 2,700 views.
    Total views as of 8:51 am Sept 2 33,311

  • - vector wind speed - see big calm spot
    - UC Ship proposal funded, so that is where we went
  • Using Social Networking Tools for Low-Cost, High-Impact Outreach: The Scripps Environmental Accumulation of Plastic Expedition (SEAPLEX)

    1. 1. Using Social Networking Tools for Low-Cost, High-Impact Outreach: The Scripps Environmental Accumulation of Plastic Expedition (SEAPLEX) Miriam C. Goldstein Alison M. Cawood, Mario C. Aguilera, Annie Reisewitz, Lara Dickens
    2. 2. The “Great Pacific Garbage Patch”
    3. 3. The “Great Pacific Garbage Patch”
    4. 4. The “Great Pacific Garbage Patch”
    5. 5. The “Great Pacific Garbage Patch”
    6. 6. The “Great Pacific Garbage Patch”
    7. 7. The “Great Pacific Garbage Patch”
    8. 8. The Scripps Environmental Accumulation of Plastic Expedition (SEAPLEX) • 20 days on R/V New Horizon • Designed & led by graduate students – UC Ship Funds • Collaboration with nonprofit Project Kaisei
    9. 9. SEAPLEX Objective: Find and explore high plastic areas in the NE Pacific Photos: Andrew Titmus
    10. 10. SEAPLEX Objective: Find and explore high plastic areas in the NE Pacific • My own work: Plastic abundance & distribution; fouling communities Photos: Andrew Titmus
    11. 11. SEAPLEX Objective: Find and explore high plastic areas in the NE Pacific • My own work: Plastic abundance & distribution; fouling communities • Microbes (Meg Rippy) Photos: Andrew Titmus
    12. 12. SEAPLEX Objective: Find and explore high plastic areas in the NE Pacific • My own work: Plastic abundance & distribution; fouling communities • Microbes (Meg Rippy) • Phytoplankton (Darcy Taniguchi) Photos: Andrew Titmus
    13. 13. SEAPLEX Objective: Find and explore high plastic areas in the NE Pacific • My own work: Plastic abundance & distribution; fouling communities • Microbes (Meg Rippy) • Phytoplankton (Darcy Taniguchi) • Subsurface zooplankton (Jesse Powell) Photos: Andrew Titmus
    14. 14. SEAPLEX Objective: Find and explore high plastic areas in the NE Pacific • My own work: Plastic abundance & distribution; fouling communities • Microbes (Meg Rippy) • Phytoplankton (Darcy Taniguchi) • Subsurface zooplankton (Jesse Powell) • Midwater fishes (Pete Davison and Rebecca Asch) Photos: Andrew Titmus
    15. 15. SEAPLEX Objective: Find and explore high plastic areas in the NE Pacific • My own work: Plastic abundance & distribution; fouling communities • Microbes (Meg Rippy) • Phytoplankton (Darcy Taniguchi) • Subsurface zooplankton (Jesse Powell) • Midwater fishes (Pete Davison and Rebecca Asch) • Seabirds (Andrew Titmus) Photos: Andrew Titmus
    16. 16. SEAPLEX Objective: Find and explore high plastic areas in the NE Pacific • My own work: Plastic abundance & distribution; fouling communities • Microbes (Meg Rippy) • Phytoplankton (Darcy Taniguchi) • Subsurface zooplankton (Jesse Powell) • Midwater fishes (Pete Davison and Rebecca Asch) • Seabirds (Andrew Titmus) • Ecotoxicology (Chelsea Rochman) Photos: Andrew Titmus
    17. 17. SEAPLEX Objective: Find and explore high plastic areas in the NE Pacific • My own work: Plastic abundance & distribution; fouling communities • Microbes (Meg Rippy) • Phytoplankton (Darcy Taniguchi) • Subsurface zooplankton (Jesse Powell) • Midwater fishes (Pete Davison and Rebecca Asch) • Seabirds (Andrew Titmus) • Ecotoxicology (Chelsea Rochman) • Cetaceans (Josh Jones) Photos: Andrew Titmus
    18. 18. Three outreach challenges 1. Creating and disseminating material • Time very limited • Bandwidth $11/MB! 2. Shoestring budget • No funding beyond ship time 3. Finding an audience • Schools out for the summer
    19. 19. SEAPLEX Online Outreach Strategies 1. Communications volunteers • On the ship • On shore 2. Communications tools: pre-existing, low- and no-cost online applications 3. Communications strategy: social networking with online science community
    20. 20. Communications Volunteers: On the ship • Teacher At Sea: Lara Dickens • SIO Communications’ Mario Aguilera • Project Kaisei Karin Malmstrom • Separate, complementary communications effort Doug Woodring
    21. 21. Communications Volunteers: Onshore • SIO graduate student Alison Cawood • Posted to blog • Interacted with public in real time • The rest of the SIO Communications Office
    22. 22. Communications Tools: Low/no cost
    23. 23. SEAPLEX Blog http://seaplexscience.com/
    24. 24. •Scripps Oceanography & Project Kaisei channels •SEAPLEX playlist
    25. 25. Official Site http://sio.ucsd.edu/Expeditions/Seaplex/
    26. 26. Online Newsroom
    27. 27. Mainstream media had easy one-stop access to materials
    28. 28. Cost of Online Tools Item Application Cost Blog: FREE Blog Wordpress.com Domain name: $10 Twitter Twitter.com FREE Photos Flickr 100 MB/month: FREE Videos YouTube FREE Mapping Google Maps/Earth FREE Official Website In-house IT Not free
    29. 29. Total Cost of Online Outreach People’s time: Item Application Cost Blog: FREE Blog Wordpress.com Domain name: $10 NOT FREE Twitter Twitter.com FREE Up to TK photos: FREE Photos Flickr Unlimited: TK Videos YouTube FREE Mapping Google Maps/Earth FREE Official Website Though SIO IT Dept. Not free
    30. 30. Communications strategy: utilizing the online science community 1. Began blog & Twitter before departure 2. Built relationships in existing online science communities 3. Made material as interactive as possible
    31. 31. More interaction, more audience
    32. 32. Lessons Learned & Next Steps Lessons Learned • Pitfalls of “live from the field” • Better coordination internally and with collaborators Next Steps • Blog ongoing laboratory work • Communicate eventual results Photo: Sam Hodgson, Voice of San Diego
    33. 33. Many Thanks UC Ship Funds Project Kaisei Scripps Center for Marine Biodiversity and Conservation Association for Women in Science - San Diego Centers for Ocean Sciences Education Excellence Michael M. Mullin Graduate Student Fellowship in Biological Oceanography Scripps Director’s Office Lyn & Norman Lear National Science Foundation SEAPLEX Science Project Kaisei Steve Diggs NOAA Southwest Mario Aguilera Doug Woodring Penny Dockry Fisheries Science Rebecca Asch Annie Crawley Jim Dufour Center Pete Davison Karin Malmstrom Rose Dufour Dick Norris Lara Dickens George Orbelian Peter Franks Mark Ohman Jesse Dubler Lisa Gilfillan Cheryl Peach Matt Durham Sorting Volunteers Lucina Gonzalez Greg Rouse Josh Jones Patrick Cheng Phil Hastings Steve Bennett Jesse Powell Chris Gawad Amy Hays Scripps Meg Rippy Erin Reed Brian Hentschel Communications Chelsea Rochman Marci Rosenberg John Hildebrand Scripps Collections Timothy Stillinger Ashey Salas Capt. Wes Hill and Scripps Development Darcy Taniguchi Summer Strutt crew of R/V New Scripps Web Andrew Titmus Horizon Operations Dimitry Abramenkoff Eunha Hoh Ship Scheduling SEAPLEX Faculty Bruce Appelgate David Hyrenbach Office Advisor: Alison Cawood Tony Koslow Shipboard Technical Jim Leichter Dave Checkley Mike Landry Support Steve Constable and Kara Lavender Law Beth Simmons team Skye Moret Annie Townsend Paul Dayton Peter Niller Eric Wolff
    34. 34. SEAPLEX Stats • SEAPLEX website viewed in 114 countries • Blog has received more than 55,000 views • Twitter has 640 followers • Scripps YouTube ranked 9th most viewed non-profit channel during SEAPLEX • Lots of traditional news coverage worldwide • SEAPLEX scientists have given >12 public lectures since August
    35. 35. Trade winds and westerlies (jet stream) drive the oceanic gyres
    36. 36. Debris accumulates at the calm center of the N. Pacific Subtropical High

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