# Presentation: 285584

## Bringing Brookhaven Science to the Web

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

## How BNL Web Services is Organized

## 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 doesn’t and may introduce them to it. (Don’t 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 Laboratory’s message out – they generate the words and the pictures.
- Authority for enforcing web standardization is easier to get through the Communications organization.

## 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 “you’re taking away our creativity!”
- This authority came into play later with two key Lab projects...

## 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](http://www.bnl.gov/bnlweb/pubaf/pr/PR_display.asp?prID=07-38)_

## Once in CMS, science content can...

- Have deployment or “go live” times set
- Be shared with reporters with password while embargoed
- Be dynamically _[grouped ](http://www.bnl.gov/bnlweb/pubaf/pr/newsroom.asp)_by subject, department, date, or any other criteria
- Be shared with other departments
- _[Chemistry](http://www.bnl.gov/chemistry)_,  _[Physics](http://www.bnl.gov/physics)_,  _[Center for Trans. Neuro](http://www.bnl.gov/ctn)_.
- Be used to create _[RSS feeds](http://www.bnl.gov/bnlweb/rss.asp)_
- Be tracked by popularity by capturing info on stories that are mailed to others
- Be posted online by non-technical staff

## Slide 7

## Potential Results

- Web content combined with behind the scenes relationship building can bring your story to a national audience.
- Example: _[RHIC](http://www.nyt.com/)_

## 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](http://www.bnl.gov/cfn/newsletter)_
- Another facility went straight to e-news: _[RHIC News](http://www.bnl.gov/rhic/news)_

## When Print and Online ComplimentOne Another...

- _[Discover Brookhaven ](http://www.bnl.gov/discover/)_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.

## Use of Online Multimedia

- NSLS-II images/_[videos](http://www.bnl.gov/nsls2/video.asp)_
- 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

## Another Kind of Science Communication

- Sometimes, you’re 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.

## 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.

## Planning the NSLS-II Website

## Who’s Using This Site and Why?

## Who Has Authority to Do What?

## Case Study: NSLS-II

- All of the elements that Web Services has to offer comes together in one project’s 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...

## “Push” E-mail Console

## NSLS-II Push E-mail

## Case Study: CFN

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

- Center for Functional Nanomaterials

## Questions?

- Brookhaven Web Services, http://www.bnl.gov/web
- BNL Web Standards, http://www.bnl.gov/webstandards
- Contact me at gs1@bnl.gov
- Contact BNL Web Services at www@bnl.gov