Case analysis: Acquisition and maintenance of seed users!

Recently, I was fortunate enough to become one of the first seed users of a new product developed by a website. Regarding how to understand seed users, what value they have, how to obtain and maintain them, etc., I have combined the perspectives of operators and seed users themselves, and have the following thoughts:

Product background: This is a learning content APP developed by an online education platform. As the product is still in the beta stage, too much information cannot be disclosed for now.

1. The value of seed users

Regarding what seed users are and what their significance is, I have read some articles by industry leaders before, and combined with my own understanding, my personal experience is as follows:

Seed users are the first batch of users of a product. They can provide suggestions and feedback for product optimization, as well as help with product features and iterations. Excellent seed users can even promote the dissemination of products and have a certain influence and dissemination power.

Generally speaking, the value of seed users is that they can help products become better and better and promote the dissemination and promotion of new products.

2. Acquisition of seed users

I signed up for a course on this online education platform a few months ago. As a student of this platform, I joined a community specially set up for students. As far as I know, each batch of students will have a community. First, the platform operator will post a message in the community to recruit seed users. The information may include:

1. Product Background

Regarding the product background, it explains the product positioning, what the product does, why this product is made, and what services it will provide to users.

2. Seed user recruitment conditions

The recruitment conditions mentioned five points:

1. Industry requirements: Internet industry; engaged in product/operation/marketing
2. Able to devote a certain amount of time and energy to this product, and willing to study and research
3. Have a certain ability to judge whether the content is good or bad, and be able to provide suggestions for product optimization and deficiencies
4. Working experience: 0-5 years
5. Mobile phone system requirements: only supports Apple system

3. Notes on Registration

Explain the registration deadline, registration method, number of people to be recruited, and the time and method of notification of selected candidates.

4. Registration link

Finally, open the registration link to register.

This link is in the form of a questionnaire, which includes name, phone number, WeChat, whether you are a student of the platform, work experience, industry you are engaged in, and there is a small question at the end of the questionnaire, please list three content products. I filled in Zhihu, Dongqiudi and Xiaohongshu. I think this question is set to simply examine whether the recruited seed users understand content-based products and whether they have the most basic product sense.

The recruitment plan was to recruit 60 people, and the actual number of people recruited was 100.

Summary: How to acquire seed users at this stage?

① Clear product positioning

Products are designed to meet users' needs for Internet product/operation/market learning

②Determine the target audience based on product positioning

Since the platform already has PC products and has accumulated a large number of students, most of whom have the need to learn, it is quickest and most accurate to find the target audience among these students.

③ Find the place where the audience gathers

Each batch of students will join an exclusive group, which is where the target audience gathers in large numbers.

④Invitation and screening

Distribute invitation links in the group and screen according to recruitment criteria.

⑤Join the group together

The screened seed users are added to a special group for subsequent management and maintenance.

During the seed user acquisition phase, I created a rough portrait of the seed users:

1. In line with product positioning, industry, work experience, willingness to learn, mobile phone system
2. They are related to the product to some extent. They were once students of the platform and have used and are familiar with PC products. Relatively speaking, they are more likely to understand and accept new products.
3. Passion to make suggestions
4. Have a certain influence

3. Maintenance of seed users

After adding seed users into the group, how to conduct unified management, how to collect feedback, and how to communicate with seed users, I will still use this case as an example.

The first is the group maintenance personnel, who are the core staff of the product, including operations, product managers, technology, and UI. The division of labor is roughly divided into three parts:

• The first is group management, which is responsible for the group's activity and the formulation of group rules and is under the charge of an operator.
• The second is to be responsible for collecting and summarizing users’ daily feedback.
• Third, responsible for answering questions from group users about the product every day.

So after we have maintenance personnel, how do we maintain seed users?

1. Lower your profile and integrate into the circle, shorten the distance, and let users feel your sincerity

In addition to product staff, the group also has a founder of the platform who is also a star teacher and operations expert in the industry. The participation of these core founding teams and celebrity celebrities, who humble themselves to communicate with users on product optimization and bug feedback, can make users feel their sincerity, and make them more willing to experience the products and make suggestions.

2. Give users a sense of importance

There are dedicated personnel in the group who are responsible for collecting suggestions for product optimization, and they will regularly provide feedback on whether all collected suggestions are adopted, as well as the reasons for not adopting them. Every user's suggestion will receive feedback regardless of whether it is adopted or not. It reflects the importance we attach to the opinions of every seed user.

3. Establish a good communication model

How to communicate with seed users, how to accurately obtain user feedback on the product, and then improve the product.

4. Set the topic

It can enable more effective discussions within the group, which can not only increase activity, but also allow operators to understand user needs and feedback from the discussions.

For example, after a new product is launched, the operator in the group posted a topic for discussion:

• What do you think of the analysis of this case?
• Does it meet expectations?
• What impressed you most after watching it?
• Are you willing to share this case analysis with your friends? If so, what are your reasons?

etc.

After this topic is released, users in the group can share their views from various angles and discuss with each other.

5. Red envelopes within the group and limited free courses.

Use material rewards, special permissions, etc. to increase user loyalty and enthusiasm for the product.

Author: An Operational Wang

Source: An Operational Friend