Gibson "Secrets to Changing Behaviour in Scholarly Communication: A 2025 NISO Training Series, Session One"
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This presentation was provided by Jennifer Gibson of Dryad, during the first session of our 2025 NISO training series "Secrets to Changing Behavior in Scholarly Communications." Session One was held June 5, 2025.
![Social marketing
starts with impact
[not profit]
* Thanks to John Drummond, Corporate Culture (https://corporateculture.co.uk/)
19](https://image.slidesharecdn.com/dayonesecretstochangingbehaviourniso2025-250605163523-e5d396e9/85/Gibson-Secrets-to-Changing-Behaviour-in-Scholarly-Communication-A-2025-NISO-Training-Series-Session-One-16-320.jpg)
Gibson "Secrets to Changing Behaviour in Scholarly Communication: A 2025 NISO Training Series, Session One"
- 1. Secrets to changing behavior in scholarly communication A 2025 NISO Training Series JENNIFER GIBSON, Executive Director, Dryad | @jmclenna | [email protected] (And, now, also an independent marketing consultant: [email protected]) All materials © Jennifer Gibson (2021-2025), subject to a Creative Commons Attribution License (cc-by) v. 4.0, unless otherwise noted
- 2. Course outline ➔ What is ‘social marketing’? ➔ Interventions ➔ Social marketing in scholcomm ➔ Knowing your audience ➔ The marketing plan 5 ➔ The marketing goal ➔ Marketing tactics ➔ Assets and collateral ➔ Communications planning ➔ Measuring and optimizing
- 3. Day one ➔ What is ‘social marketing’? ➔ Interventions - with Nici Pfeiffer ➔ Exercise and breakout groups: What is your intervention? 6
- 4. Learning outcomes At the conclusion of session 1, the aim is for you to be able to say: 1. How you will intervene in the user’s journey to promote the behaviour change you wish to see 7
- 5. What is marketing Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Definitions of Marketing (American Marketing Association) https://www.ama.org/the-definition-of-marketing-what-is-marketing/ Retrieved 16 March 2021 8
- 6. 9 Best marketing campaigns GWI: “16 of the best marketing campaigns to know in 2024” https://blog.gwi.com/marketing/10-powerful-examples-of-marketing-that-works/ (June 2, 2025)
- 7. 10 Source: The Drum (2023) “Heinz partnered with Lick, the color-centric home décor brand, to create a limited-edition matt interior paint in the exact same shade - wittily known as ‘Red HTK 57’. Talk about a brilliant, imaginative brand extension. “a couple of audience insights that make this imaginative, entertaining brand extension a sensible idea. ● Research shows 39% of those who buy condiments during the summer - peak BBQ season - are interested in DIY/home improvements, while ● 54% of Americans who’re interested in grilling/ barbequing are also into DIY/home improvements.” https://www.gwi.com/blog/10-powerful-examples-of- marketing-that-works
- 8. 11 “This stellar campaign has rightly been described as the marketing event of the century (er, so far), and while rival studio execs have rather sourly estimated it may have cost $150M - that’s on top of the movie’s $145M production budget — the investment has certainly paid off. “While staying tight-lipped on specifics, the studio has described the campaign as being built around a “breadcrumb strategy”, giving people little tastes of the movie to pique their curiosity and drive conversation.” https://www.gwi.com/blog/10-powerful-examples- of-marketing-that-works
- 10. What is social marketing “The application of proven concepts and techniques drawn from the commercial sector to promote changes in diverse socially important behaviors such as drug use, smoking, sexual behavior” Andreasen, A, in “How social marketing works in health care” (Evans WD) https://www.ncbi.nlm.nih.gov/pmc/articles/PMC1463924/ Retrieved 16 March 2021 13
- 13. 16 Source: JSTOR Daily (2022)
- 14. Social marketing and Scholarly communication 17
- 15. 18
- 16. Social marketing starts with impact [not profit] * Thanks to John Drummond, Corporate Culture (https://corporateculture.co.uk/) 19
- 17. “Journey planning” 20 Look for “Friction” (biases, assumptions that lead to bad behaviour) and “Accelerators” (opportunities to motivate adoption of good behaviours) Develop strategies to intervene in the journey… and change its course! Thanks to John Drummond, Corporate Culture Photo by engin akyurt on Unsplash
- 18. 21 Lin et al. December 2020: https://doi.org/10.1371/journal.pcbi.1008469
- 19. An ACCELERATOR might be: ➔ Opportunities to get academic credit How might we intervene in the research process to extend academic credit in return for the behaviour we want to see? 22 If this is the research process… 👉Preprints have been framed as an intervention that can help achieve both these things A point of FRICTION might be: ➔ Helicopter science, where less-resourced institutions may be exploited and/or overlooked for their contributions How might we help them to gain recognition and credit?
- 20. 23 Brian Nosek, Center for Open Science: https://www.cos.io/blog/strategy-for-culture-change Communicate! _Interventions _
- 22. Guest presenter 25 Nici Pfeiffer Center for Open Science
- 23. How will you intervene to promote this change? 27 ● Policy - e.g. requirement for sharing code and data with a published article ● Incentives - e.g. a badge for data-sharing ● Communities - e.g. a meeting or online forum ● User experience - e.g. research submission portal or open-access publishing fund ● Infrastructure - e.g. an institutional or data repository, new journal
- 24. Exercise 1 Work in the collaborative document A) What is the behaviour you wish to promote and for whom (e.g. researchers, administrators)? B) Name one accelerator for this behaviour (e.g. chance to gain academic credit) C) Name one limiting cause of friction for this behaviour (e.g. pressure to publish in specific journals, or fear of being scooped) D) At what point(s) does it make sense to try and intervene in the user’s journey to promote the desired change? 28
- 25. Reflections & next steps 29
- 26. Next time ➔ What is ‘social marketing’? ➔ Interventions ➔ Social marketing in scholcomm ➔ Knowing your audience ➔ The marketing plan 30 ➔ The marketing goal ➔ Marketing tactics ➔ Assets and collateral ➔ Communications planning ➔ Measuring and optimizing