Case analysis: Explosive growth of operational activities!

User Growth (UG for short), like the concept of “growth hacking”, originated from the United States. Judging from the trend, it will eventually become the standard for major Internet companies. The actual situation will naturally depend on the changes in positions.

Currently, there are relatively few people who work full-time as UG, and the descriptions of many user growth job openings are not entirely appropriate. Naturally, there is no standard for understanding the UG concept. What I will describe below are just some experiences summarized from actual projects. Later, I will also share some relevant views based on several growth books I am currently reading.

First, let’s talk about fission growth. To a certain extent, its essence is the user growth advocated by growth hackers. However, under the current situation where WeChat strictly controls the spread of information, if you still swipe your friends circle like a micro-businessman, that approach will not only make other users feel disgusted, but will also ultimately not bring much real user traffic.

Positive and active growth should allow users to share "voluntarily". To achieve "voluntary" sharing, it is necessary to satisfy "K (driving force coefficient) greater than 1, that is, the service value is greater than the payment behavior. In fact, user growth is not just about growing users literally, although this is indeed the most important core value.

Having said so much, how do we increase user growth? Next, I will explain it in conjunction with an actual project.

1. Determine the activity goal, or business goal

Determining goals is not just something that operational activities need to do, other projects or functional modules also need to be considered. Without a goal, the subsequent plans and work are actually like a ship that has lost its way at sea. Of course, this goal is not simply about achieving a certain DAU or GMV. They all need to be combined with quarterly planning or annual planning (medium and large). For small projects, of course, it is enough to consider an activity cycle. This goal is specific to the company's business and will not be expanded for now.

2. Identify your target users

What kind of people are using your product? What are their characteristics and demands? (The following data has been processed)

It can be seen from Figures 1 to 4 that the current car owner users of mobile applications are mainly male, and the largest proportion is in the age group of "31~45". This type of user is relatively mature and stable in terms of career, family, society, etc. They will not easily become dependent on some applications, but are more concerned about whether the applications can solve the problems they care about.

Then we extract three key points that the user groups care about:

The key points of the user groups will determine the interactive methods of our activities. We will not make excessive use of some avant-garde interactive methods that are acceptable to young people nowadays. We will only add some surprise points of micro-interaction without affecting user operations and experience.

Stakeholder Maps:

As can be seen from the above figure, the users we focus on are mainly loyal users of this application and loyal car owners of mobile applications. The user life cycle model currently used in the industry divides users into five stages, namely "novice stage", "growth stage", "silent stage", "churn stage" and "loyal users".

The user distribution pyramid is as follows:

There is no doubt that the purpose of most operational activities is generally focused on the novice stage. As long as the measurement indicator data in the novice stage is considerable, the activity is generally considered successful. However, what is ultimately related to ROI or GMV is generally concentrated on the growth stage and loyal users. This also reflects to a certain extent that when the number of users grows to a certain level, operating users will become a key factor in the company's profitability.

3. Sort out the team design process and confirm team roles and work positioning

(1) The process of general team existence

It cannot be said that there are definitely problems with this process, but it can be said that there are problems in many cases. Although each position has its own responsibilities, if there is no close cooperation between the upstream, midstream and downstream, it will easily lead to misunderstandings, resulting in various delays.

(2) A potentially more reasonable process

The following process may not be suitable for other teams, so please do not force it. The best one is suitable for teamwork.

4. Check the key nodes of the activity and identify the influencing factors

(1) Obtaining key nodes of user participation from the frog behavior model

Any activity cannot avoid analyzing user participation behavior, and the factors that affect user participation in activities are affected by two factors: motivation for participation and difficulty of participation.

When activity incentives or rewards generate great motivation and the path to participation is simple, user participation behavior will increase significantly; otherwise, it will decrease. The factors that influence motivation are nothing more than activity incentives (activity driven), product or platform driven (the services provided by the platform have affected the lives of users), and brand driven (there is already a deep trust in a certain brand). The factors that influence participation ability mainly lie in the interactive operations of the activity.

(2) Finding key nodes from the driving user formula

k = (basic service price + package premium) / (user price payment + user behavior payment)

1. k is the driving force coefficient;
2. k ≥ 1 driving formulas are user executable;
3. For similar competing products, the operator with a higher k value has a stronger ability to convert users.

In the formula, "basic service price" and "user price payment" are basically quantitative data that can be equivalent to monetary values, while "package premium" and "user behavior payment" are variables based on the user's purely subjective judgment. The operator can change the value of k by manipulating these two values, thereby driving users more strongly or becoming more competitive among similar products.

Combining the above two aspects, we can get the key points that need to be refined and unified in this activity:

5. User fission model

The ultimate determining factor of the user fission model lies in the delivery channel and promotion method. Of course, it does not mean that if you choose one, the others will not happen. The reason for listing them is to do data statistics and analysis later, and finally obtain the effectiveness data of this activity.

6. Activity summary and analysis

In "Growth Hacker", the AARRR user growth model is proposed, which divides growth into five stages: acquisition, interaction, retention, monetization, and dissemination. Through progressive guidance, a continuous growth loop can be achieved. After the activity is over, the user distribution pyramid can be compared and analyzed with the AARRR user growth model to obtain the actual activity indicator effects at each stage of user growth.

The above is just my personal opinion, welcome to exchange and correct me~

Author:PGDWORKS

Source: PGDWORKS