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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
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 & led by
  graduate students
  – UC Ship Funds


• Collaboration with
  nonprofit Project Kaisei
SEAPLEX Objective:
Find and explore high plastic areas in the NE Pacific




                             Photos: Andrew Titmus
SEAPLEX Objective:
      Find and explore high plastic areas in the NE Pacific
•   My own work: Plastic abundance
    & distribution; fouling
    communities




                                     Photos: Andrew Titmus
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
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
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
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
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
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
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
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
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
Communications Volunteers: On the ship

• Teacher At Sea: Lara
  Dickens

• SIO Communications’
  Mario Aguilera

• Project Kaisei
                                Karin Malmstrom
  • Separate, complementary
    communications effort




                               Doug Woodring
Communications Volunteers: Onshore

• SIO graduate student
  Alison Cawood
    • Posted to blog
    • Interacted with
      public in real time


• The rest of the SIO
  Communications Office
Communications Tools: Low/no cost
SEAPLEX Blog




   http://seaplexscience.com/
Using Social Networking Tools for Low-Cost, High-Impact Outreach: The Scripps Environmental Accumulation of Plastic Expedition (SEAPLEX)
Using Social Networking Tools for Low-Cost, High-Impact Outreach: The Scripps Environmental Accumulation of Plastic Expedition (SEAPLEX)
Using Social Networking Tools for Low-Cost, High-Impact Outreach: The Scripps Environmental Accumulation of Plastic Expedition (SEAPLEX)
•Scripps Oceanography &
Project Kaisei channels
•SEAPLEX playlist
Using Social Networking Tools for Low-Cost, High-Impact Outreach: The Scripps Environmental Accumulation of Plastic Expedition (SEAPLEX)
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
     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
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
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
More interaction, more audience
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
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
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
Trade winds and westerlies (jet
stream) drive the oceanic gyres
Debris accumulates at the calm center
  of the N. Pacific Subtropical High

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Using Social Networking Tools for Low-Cost, High-Impact Outreach: The Scripps Environmental Accumulation of Plastic Expedition (SEAPLEX)

  • 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. The “Great Pacific Garbage Patch”
  • 3. The “Great Pacific Garbage Patch”
  • 4. The “Great Pacific Garbage Patch”
  • 5. The “Great Pacific Garbage Patch”
  • 6. The “Great Pacific Garbage Patch”
  • 7. The “Great Pacific Garbage Patch”
  • 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. SEAPLEX Objective: Find and explore high plastic areas in the NE Pacific Photos: Andrew Titmus
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Communications Volunteers: Onshore • SIO graduate student Alison Cawood • Posted to blog • Interacted with public in real time • The rest of the SIO Communications Office
  • 23. SEAPLEX Blog http://seaplexscience.com/
  • 27. •Scripps Oceanography & Project Kaisei channels •SEAPLEX playlist
  • 31. Mainstream media had easy one-stop access to materials
  • 32. 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
  • 33. 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
  • 34. 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
  • 36. 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
  • 37. 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
  • 38. 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
  • 39. Trade winds and westerlies (jet stream) drive the oceanic gyres
  • 40. Debris accumulates at the calm center of the N. Pacific Subtropical High

Notes de l'éditeur

  1. - Huge public interest, few facts - Algalita, Curtis Ebbesmeyer, additional literature observations
  2. - Huge public interest, few facts - Algalita, Curtis Ebbesmeyer, additional literature observations
  3. - Huge public interest, few facts - Algalita, Curtis Ebbesmeyer, additional literature observations
  4. - Huge public interest, few facts - Algalita, Curtis Ebbesmeyer, additional literature observations
  5. - Huge public interest, few facts - Algalita, Curtis Ebbesmeyer, additional literature observations
  6. - 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
  7. - 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
  8. - 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
  9. - 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
  10. - 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
  11. - 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
  12. - 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
  13. - 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
  14. - chose online methods because 1) summer 2) no budget 3) my past experience
  15. - 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
  16. 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
  17. 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
  18. 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
  19. 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.
  20. 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
  21. 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
  22. 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.
  23. 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.
  24. 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
  25. 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
  26. - 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.
  27. 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
  28. - vector wind speed - see big calm spot - UC Ship proposal funded, so that is where we went