[Eril-l] Master social marketing and influence behavior with our next training series!

[Electronic Resources in Libraries discussion list]

**Apologies for cross posting**

Getting the attention of faculty, students, decision-makers, and others and
convincing them to try something new is a defining aspect of working in
scholarly communications. This four-week course will introduce participants
to the concept of social marketing
<https://niso.org/events/secrets-changing-behavior-scholarly-communication-2025-niso-training-series>
and the importance of combining strategic interventions with effective
promotion and messaging to influence behavior change.

NISO TRAINING SERIES | DISCOUNTS FOR NISO MEMBERS AND GROUPS

Secrets to Changing Behavior in Scholarly Communication
<https://niso.org/events/secrets-changing-behavior-scholarly-communication-2025-niso-training-series>

Thursdays, 11:00 am–12:30 pm EDT (US/Canada)

June 5–26, 2025

Putting compelling messages in front of the right audiences at the right
time and moving them to action is a well-honed science in consumer
marketing. The world’s biggest brands are masters at using marketing to
convince us to use their particular shampoo, eat things with little if any
nutritional value, and do what they say we should with our physical
appearances. We can borrow the secret sauce from consumer marketing to
advance scholarly communication—and nudge researchers toward other choices,
promote new services and solutions on campus, and gain more powerful
traction for our work.

“Social marketing” is the key. First coined as a term in the public health
sector in the 1990s, social marketing specifically refers to the
application of commercial marketing principles and practices to effect
social and behavioral change. In public health, this has meant promoting
seatbelts, bicycle helmets, vaccines, and much more. Social marketing is
the framework for us to convert strategies and tactics from the commercial
sector to effect behavior change in scholarly communication—whether that’s
convincing researchers to publish in a new journal or share their work in a
new way or at a different time, or for campus administrators to make
different investment decisions, etc.

Through a combination of presentations, readings, exercises, breakout
groups, and lots of discussion time, the facilitator and guest speakers
will enable participants to build a plan for leveraging social marketing in
their work:


   -

   Identify opportunities to redirect behavior
   -

   Communicate powerfully by separating audiences according to their
   different perspectives
   -

   Get the most out of an outreach program by prioritizing specific
   audiences
   -

   Build a compelling offering by aligning the service with the audience’s
   needs and available choices
   -

   Cut through the noise by creating messages in the audience’s voice
   -

   Develop a comprehensive, impactful outreach program that gets attention
   from the right people
   -

   Monitor the program and make regular improvements to increase impact


Training Facilitator: Jennifer Gibson, Executive Director, Dryad

Recordings of each session will be made available to course registrants
within two business days of the close of the specific session.

See the NISO website for more information and to register
<https://niso.org/events/secrets-changing-behavior-scholarly-communication-2025-niso-training-series>.
Discounts are available for NISO Voting Members, LSA Members (including LSA
Consortia Members), and groups. The early bird registration deadline is Monday,
May 12
<https://www.eventbrite.com/e/changing-behavior-in-scholarly-communication-a-2025-niso-training-series-tickets-1269108972099?aff=oddtdtcreator>
.

We hope you’ll join us and take advantage of this unique opportunity to
learn how to effect change in scholarly communication! In the meantime,
check our event page
<https://niso.org/events/secrets-changing-behavior-scholarly-communication-2025-niso-training-series>
for updates on the program and guest speakers.

Best wishes,

The NISO Team




NISO

3600 Clipper Mill Road, Suite 302

Baltimore, MD 21211

Phone: 301.654.2512

E-mail: nisohq at niso.org
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