Allen "Social Marketing in Scholarly Communications"
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This presentation was provided by Liz Allen of Annual Reviews during the second session of our 2025 NISO training series "Secrets to Changing Behavior in Scholarly Communications." Session Two was held June 11, 2025.
Allen "Social Marketing in Scholarly Communications"
- 1. Social Marketing in Scholarly Communications Liz Allen, Director or MarCom and Strategy at nonprofit organization Annual Reviews; @PLOS and @Nature alum. Email: [email protected]
- 2. The next 30 minutes • Personal background • The traits of a social marketer • Evolution of Schol Comm landscape • Problem-Solution Orientation • Exchange Value Proposition • Audience Segmentation • Community Building • Behavioral Economics Application • Multi-Channel Engagement • Mission Alignment • Adaptability • Empathetic Communication Topics covered
- 3. Personal Experience – the tell–tale signs of a social marketer • Trained in classic for profit marketing, the 4 P’s • Worked for profit and nonprofit: transferred the same skills and techniques between both • Always worked with revenue generating products • Created social movements, changing business models if necessary • Built community using CC licensing of brands; research content; Wikipedia • Used social marketing tools for growth (and email)
- 4. Traits Empathy Adapts to change Outward facing Market Research Enjoys growth Slightly obsessional
- 5. Adaptability – from print, to digital to AI
- 6. Adaptability – multichannel measurable communication
- 7. Adaptation– from Paywalled to Open
- 8. Problems and exchange value propositions (EVP) Open Access ”I can’t read the literature about my father’s diagnosis without paying $45 per article”. EVP: visibility and accessibility Article Level Metrics ”PLOS ONE publishes all good science regardless of importance, but how do we measure modern impact”? EVP: demonstrating impact Subscribe To Open ”Annual Reviews wants to convert our journals to OA but we’re invitation only”. EVP: accessibility and equity Resistance to current US Admin ”US science is being censored and dismantled – help”. EVP: US prosperity UN SDGs ”We need to build a more sustainable future for people and planet” EVP: shared prosperity
- 9. Communicating around a movement – early materials
- 10. Problems in academic publishing Journals portfolio • Biology and Medicine launched with funding support • Without it they are unsustainable • PLOS community journals more sustainable • PLOS ONE was the financial engine Journals portfolio • Nature itself had static growth • Nowhere for rejections to go • Portfolio didn’t exist Journals portfolio • 25-page reviews take minimally an hour to read and only those with a PhD or higher can read • The knowledge was locked in in two senses, access and accessibility
- 11. Solutions in academic publishing
- 12. Audience segmentation at nonprofit organization Annual Reviews
- 16. Having some fun along the way
- 17. Most enjoyable social marketing project
- 20. A beloved brand – the case of the lowercase o
- 21. What’s next?