Bringing Brookhaven Science to the Web

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Bringing Brookhaven Science to the Web

• Gary Schroeder
• Manager, Web Services
• October 1, 2007

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How BNL Web Services is Organized
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Benefits of Organizing This Way

• IT experts know what is technically possible and
  how best to implement it.
• IT also knows about technologies that
  Communications doesnt and may introduce them to
  it. (Dont assume Communications is keeping up
  with what the online competition is doing.)
• On the other hand, Communications organization
  best at guiding the big picture strategy for
  effectively getting the Laboratorys message out
  they generate the words and the pictures.
• Authority for enforcing web standardization is
  easier to get through the Communications
  organization.

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Authorities and Attitudes

• IT folks sometimes seen as support mechanics,
  little respect at the policy table.
• Communications organization, viewed as
  strategizers, more likely to win acceptance of
  upper management in supporting governance rules
  and standardization.
• Standardization authority came from Lab Director,
  helped combat scientists dabbling in web who said
  youre taking away our creativity!
• This authority came into play later with two key
  Lab projects

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Moving Print Communications Online

• Our most frequent science-related content is the
  venerable press release.
• The repetitious nature of its structure makes it
  ideal for conversion to a dynamic content system.
• Typical press release

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Once in CMS, science content can

• Have deployment or go live times set
• Be shared with reporters with password while
  embargoed
• Be dynamically grouped by subject, department,
  date, or any other criteria
• Be shared with other departments
• Chemistry, Physics, Center for Trans. Neuro.
• Be used to create RSS feeds
• Be tracked by popularity by capturing info on
  stories that are mailed to others
• Be posted online by non-technical staff

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Potential Results

• Web content combined with behind the scenes
  relationship building can bring your story to a
  national audience.
• Example RHIC

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Moving Newsletters Online

• External science-attentive public important, but
  so is user community
• As recently as four months ago, scientific staff
  wanted to create a new paper-based newsletter for
  users our newest facility
• Talked out of it on time, cost considerations
• Resulted in CFN News
• Another facility went straight to e-news RHIC
  News

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When Print and Online ComplimentOne Another

• Discover Brookhaven exists as both a print
  publication and an online publication.
• The experience is essentially different, with
  each medium taking advantage of what it does best
• Print is enduring, makes a good take away
• PDF exists as a hybrid, but not likely to be read
  onscreen
• Online promotes non-linear browsing, is
  archievable, searchable, short chunks increase
  perception of shortness
• Note strategy of personalizing science by
  giving researchers a sidebar.

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Use of Online Multimedia

• NSLS-II images/videos
• Steve Dewey on GVG in treatment of addiction
• Short enough that it may actually be used
• (Sometimes), scientists are their own best
  spokespeople
• WBNL Video Service
• Lectures
• Promotional pieces, Lab overviews, etc.
• Employee feature, Take 5, now shared with
  external audiences
• Big events like facility ribbon
  cuttings/dedications
• Experimenting with YouTube for short clips on RHIC

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Another Kind of Science Communication

• Sometimes, youre not just building support for
  existing research programs, you may need to build
  support for new programs that you want to create.
• Web is a key medium in that effort and can supply
• Background information (what is it?)
• Promotional information (why does the nation need
  it?)
• Collaboration tools, documentation archive
• Continuous updates on progress (where is it now?)
• A good hook for Communications to be a player in
  crafting the message.

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Case Study NSLS-II

• Relationship between Project Director and
  Communications organization led to Web Services
  being able to direct early stages of online
  presence, when reputation is most important.
• Project Director has explicitly expressed his
  belief in the importance of a professional look
  for the website in this phase. Sees that it
  builds credibility with decision makers.

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Planning the NSLS-II Website
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Whos Using This Site and Why?
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Who Has Authority to Do What?
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Case Study NSLS-II

• All of the elements that Web Services has to
  offer comes together in one projects website
• Dynamic newsroom
• Dynamic events calendar
• Video features
• Dynamic job listings
• Staff Directory with CMS
• News Subscription service, push email system
• Once project passes birth phase, will likely be
  turned over to project personnel
• Site tour

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Push E-mail Console
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NSLS-II Push E-mail
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Case Study CFN
Center for Functional Nanomaterials

• The same elements used to unify online presence,
  firmly couple to the Laboratory, take advantage
  of centralized resources.
• http//www.bnl.gov/cfn

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Questions?

• Brookhaven Web Services, http//www.bnl.gov/web
• BNL Web Standards, http//www.bnl.gov/webstandards
  
• Contact me at gs1_at_bnl.gov
• Contact BNL Web Services at www_at_bnl.gov