Resumen de Turning Content Viewers Into Subscribers
Lior Zalmanson, Gal Oestreicher-Singe
To see any real economic benefit from user engagement, a website has to have a clear strategy in place. The authors' research introduces the concept of the ladder of participation a framework for strategic thinking about using site engagement to improve conversion. The notion of the ladder is based on the idea that, as users become increasingly engaged with a website, they become more willing to pay for its services and the website must take an active approach to engage and interact with its users, guiding them up the ladder. Website managers must understand the current user community, identify how they would like that community to evolve, and select the participatory features they offer and the order of their introduction accordingly. Four key management insights emerged from our research on the ladder of participation and its connection to capturing value from users social engagement: 1. Understand the many faces of user participation. 2. Search for your website's ladder of participation. 3. Let your users climb to conversion. 4. Don't be afraid to encourage users to participate.
