I have heard from my friends more than onceUser operationactually isoperateThe sweet cake in job recruitment.In daily work, colleagues who have user operation thinking can always fly the team with more dimensions.
It also happens to do fine operation for users at home and abroad in the enterprise. The usual strategy is to teach you how to use the AARRR modelRFM model... After reading it, you may still have no idea what to do with the user operation?
So today, the author will interpret from the perspective of user operation execution:
What is user operation?
How is user operation carried out?
01
What is user operation?
User operations are now on the rise because of the disappearance of traffic dividends.
In the era of incremental market, as long as advertising and new media are done well, new users can be brought in. Many enterprises are doing business in one blow. Because users come too cheaply, and if they master traffic, they will also master wealth.
As the Internet enters the middle and later stages, advertising costs remain high and consumers become more astute. Entrepreneurs can only raise the sickle to the users in the pool, hoping to pull up the second growth curve again. The user operation position has attracted attention.
Therefore, the essence of user operation is to let users who have not consumed consume, and users who have already consumed consume again. If they can't consume anymore, then introduce a good friend
In Internet slang, it is to improve the overall life cycle value LTV of users.
Therefore, one of the words that users have to know in their operation -- [user life cycle] is to let users make expected behavior through a series of activities/content/rewards, from point A to point B, then to point C, and finally to go through a number of unknown points to point Z.This process from A to Z is the user's life cycle.The value generated by users in this life cycle is the goal of user operations - LTV (Lifetime Value).
It is too limited to equate value with consumption.As long as the user's behavior reaches the goal, that is a value.For example, every time you forward my article, it is for everyoneproduct managerRealized a brand value.
02
How is user operation carried out?
First, let's experience the difference of user operation, new media operation and event operation under the same event:
User operation: The Double 11 campaign is about to start. In order to reach the sales target, I divided users into 20 grades.For new users, I launched a new threshold free coupon of 5 yuan, valid within 30 days;For users who have already bought more, I invite them to join the community and clock in regularly to get large coupons for free;For users who have been browsing repeatedly but have not bought more, I recommended live broadcast activities with cheaper prices to them through advertising;For users who have bought products before, I used the messages and SMS messages on the site to promote new products+group activities.
New media operation: In order to improve the exposure of the Double 11 event, our new media group specially laid a large number of evaluation articles in different social media, such as Xiaohongshu, Tiaoyin, Zhihu, and so on. Among them, there was a celebrity in Station B and a video brought 1000w exposure to our new product. The data is still increasing. On average, the traffic is much cheaper than that in Taobao!At the same time, we also talked about 20 famous people of audio tape goods and brought us a lot of goods.
Activity operation: The Double 11 is approaching. We launched the "999 yuan super value clothing sales" for the first time this year. The price is firmly controlled at 999 yuan. During the activity period, you can get a 289 yuan exclusive package. The activity is open to all channels. Of course, we will also launch co branded products for some big TVs, and finally achieved 25% sales growth.
So, have you got the subtle difference?
In short, the core keyword of user operation is users, and the daily work of user operation is to push to different users.By combining the following elements, we can make a user strategy. If we make more user strategies, we are a user operation.
How to carry out user operations?There is a foundation and three knowledge points - user motivation, user touch and user stratification.
Mastering these three knowledge points can play user operation.
1. Base: user volume
In fact, there are basic requirements for enterprises to carry out user operations - user volume, basic layering tools, and basic incentives.
First, only users can operate.It is not only a large number of users can do user operations, but the larger the number of users, the more the value of user operations can be reflected.
For products with small user volume, founders, product managers, and marketing teams generally reach them through community operation, which is cost-effective. At this time, refined user operation is of little significance, which is not different from full push.There is no need to set up a user operation post.
2. Tool 1: user layering
When we say user layering, we usually use the word user tag.Label all users. If you want, you can locate the user set by using labels.This is easy to understand.
If it is an e-commerce product, most e-commerce platforms have already provided excellent user tags in the background, and the operation only needs foolproof operation, or just go to learn the official tutorial, regardless of the source of user tags.
However, if it is an independent station or a non e-commerce product, the situation is slightly complicated.
Generally, the company is equipped withData analysisThe user operation tool is to provide user labels or user analysis requirements to data analysts or product managers.
The following are the communication elements:
Phenomena encountered at present
Purpose and method of user analysis
Interpretation and analysis of results
User tag required
Discuss the scheme and verification together
Example: Boss, the sales volume has declined a bit recently. I see that it is because the order price has declined.Please help us find out which channels and which user groups have decreased their purchase. Let's talk about how to improve the purchase rate of these users.The requirements have been filled in the form.
The situation can be more complicated.
In the past few years, many small companies did not pay attention to data collection and monitoring (there are many such companies).For companies of this type, user operation is often no longer a simple user operation.
In the early stage of work, it is really important to explain user labels while professionally raising user label requirements to product managers or developers. This is what this type of user operation has to consider.The priority is to communicate with the product manager, and the worst situation is to develop by yourself.
In this case, you need to be very professional. After all, no data has settled down for so many years, and the backstage must be a mess. If you don't study hard, every problem can get you stuck;The good news is that after doing these things, your workplace competitiveness can be greatly improved - you can do user strategies on the top and system requirements on the bottom.After doing these things, the transferred product manager has no pressure (personal experience).
The following steps can be followed when proposing user label requirements to the product manager:
Why do I need labels?What is your strategy?What is the goal?
What labels are needed?What are the definitions of these labels?From where?
How to confirm the accuracy of labels?Do you want to update these labels after they are ready?
In what form is the label displayed?backstage?Interface?Excel form?Do you need a data background?
How to use these tags to group users?
How do you want to reach the users of these tags?short message?Mail?Public account?
3. Tool 2: User motivation
User motivation and good understanding are nothing more than classifying users into different levels to make them feel superior or gain, thus driving them to make expected behaviors.
The points system, competitive ranking, identity medals, membership system... all belong to user incentives.For example, how many readers share their keep exercise duration, WeChat reading rankings, and WeChat sports steps after sweating?
It seems simple, but unfortunately, user motivation and user stratification are the same.
The best situation is that the e-commerce platform comes with its own. We just need to buy the backstage.However, those who can only develop their own incentive system, the last set of points system, ranking, etc. can only admit that they are unlucky.The design of this set of system can be learned by students themselves. This article can not cover the pitfalls of the integral system that the author went to in those years.
But there is still a workplace tip:
Even if the work has to put forward a new incentive plan, the author still has to remind us not to find things to do for ourselves, but to start with a large and comprehensive incentive system.The principle of our activities and user incentives has always been to minimize MVP restoration.
If you can use a small virtual prize, a JD card, and a small gift to solve the problem, don't build a system.Otherwise, it's easy to get yourself into a dilemma - the boss asks you, how is the effect of spending so much human development?
Only when we have repeatedly verified that 80% of them definitely need a systematic incentive system to be able to meet this demand, we will raise this demand.
4. Tool 3: User access channel
With user groups and user incentives, we need to establish channels to push our content/activities/incentives to users.
Common user access channels are divided into in station and out station.
If you are a lucky user operation, it is no surprise that these will be available.If you are a less fortunate user operator, you should follow up the planning of these operators.
It is worth noting that when planning the operation position management background, how to monitor the reach effect of each operation position is another important knowledge.If I have time later, I can also talk about how to establish a data monitoring board.
5. User operation strategy and automation
After talking about the basic work: user motivation, user layering and user reach, we will finally spend some time to talk about user operation strategies.
When we talk about user operations, we certainly don't talk about single push. The reason why we have made great efforts to build the entire operation system is to achieve——MarketingAutomation.As long as our user operation strategy remains unchanged, as long as a suitable user hits this rule, the corresponding information or incentive will be automatically reached!
The beauty of user operation lies in the [automation] and [productization] that are different from other operation roles.
