How to attract users with a budget of 0? Teach you 5 unique skills and talk about some traps!

Recently, some pure product personnel who work behind closed doors have tried to subvert my theory on user operations . For example, I said that we should establish various channels to enable users and user organizations to connect with each other more smoothly when doing operations and product work. They said that users need to maintain their individual independence. I said that I should let awesome users stand out, and they said that this would destroy the community atmosphere. I said that we should encourage users to gather together, and they said that it would be difficult to manage users who gather together and that it would pose a threat to the authorities... and so on. I don't know how they make the product. In fact, a lot of logic in the virtual world is similar to real life. Why do you make users feel so frustrated when playing in your world? You like being single, so why don’t you allow users to fall in love? You can prove it if you want, but I will stick to my point of view.

Operation is a long-term job, and the basic skills of operators are very important. I never believe in such nonsense as "30 days to make you a new media operations expert", "2-3 years of work as an operations expert", "reach X million fans in 2 months", etc. How is that possible? Operational work requires a long period of exploration and training. There are so many modules to practice and skills to master. How can it be achieved overnight? There is no possibility of quick success. Do you think that after taking the Great Huan Dan, your power will increase 100 times instantly? That's the plot in martial arts novels.

In the current impetuous Internet atmosphere, only those who can calm down, seriously study operational skills , study hard, practice hard, and maintain a good work attitude and operational habits can become big shots!

This article will talk about attracting users, which I also think should be treated as a long-term operational work. At least this is what I do when I lead a team . Just like a pond, you should change the water regularly and add some new fish fry. This is the so-called "metabolism" in operational work!

Attracting users is the most basic task of user operations. However, I came from a poor background, and I have always believed that operations should be based on the principle of making the best use of small amounts of money to achieve great things. Therefore, I will not elaborate here on methods of attracting new customers by spending money, such as offline promotion , buying/exchanging traffic, spending money to find big Vs, and so on.

It is necessary to explore a basic set of ideas when doing every job. Operations should avoid working in vain and ignoring what is happening outside.

1. Identify which user groups are most suitable for your community, section, and product, so that you can target your efforts.

You may have listed many user categories. Don't pursue comprehensiveness. According to the 80/20 principle, it is enough to grasp 20% of the categories. Of course, if you have money, connections and resources, that’s another matter.

2. Determine which platforms these user groups are on, so that you can determine which platforms to focus on breaking through.

3. Implementation

I call them the three methods: sugar-coated bullets, coercion and inducement, and a combination of hard and soft tactics.

Also follow the 80/20 principle and make sure to do the basic work first.

4. User data collection and mobile phone work

5. Return to service and daily user maintenance work

1) Sugar-coated bullets

The so-called sugar-coated bullet is actually the effective resources that you or your platform can use to attract these users. As an operator, I think this work must be done. You can sort it out in a small notebook. In fact, it doesn’t take too long. You can accumulate and supplement it slowly.

1. Recommendation: Basic, such as a list of resources used to recommend users and UGC content
2. Permissions: Things that can be provided to users in the community to demonstrate their authority, such as moderator permissions, etc.
3. Activities: What types of activities do you have to attract and retain users?
4. Brand column: a carrier used to package users and retain certain types of fixed users.
5. Virtual items (currency, props, medals, etc.);
6. Physical surrounding
7. I won’t give other examples.

2) Coercion and inducement

The so-called coercion and inducement are actually some ways and methods to attract users. I have written specifically about this topic in previous articles.

1. Wei: authority and prestige, which means establishing your role in the community rather than tyrannizing over others.
2. Force: rules. This is also a daily operation task.
3. Pros: Affordable. You can bring tangible, not empty benefits to users. Can I make money, get things, or get a salary increase by coming to your place?
4. Induce: induce, guide. Rather than blatantly raping users.

3) Both hard and soft tactics

The so-called combination of soft and hard methods actually refers to the basic principles of attracting and retaining users.

Soft: flexible and agile. That is, the means of operation.

Hard: unchangeable and insurmountable. That is, product rules and operating rules.

As users, for example, if you are a beauty user, then you should at least know which platforms have real beauty resources. If you don’t know, it only means that you are not smart enough.

1. Tools

Industry tools. Some tools can help you very well, such as iResearch’s Internet Media Ranking (www.iwebchoice.com). At that time, I became familiar with the main website resources of various industries in China through it, and then spent a lot of time researching and looking until I found the resources I wanted.

There are many vertical user platforms both at home and abroad. As long as you pay attention, you can find a lot. For example, ZCOOL gathers a group of excellent designers.

2. Community

I see that many companies are now engaged in community operations, and some are even touted by the media as a cool and advanced innovation model. In fact, the community is just a basic tool in operational work, let alone an operating model. I have more than 40 WeChat groups and QQ groups, with more than 16,000 people in them, and I created them all in my spare time after work. When I was doing well, I could have a group of 500 people in a week.

However, WeChat groups are obviously not as active as QQ groups. Many WeChat groups are full of advertisements, and the management costs are higher. I also never support the behavior of changing groups. If you cannot establish authority in the group, joining more groups will be useless and the conversion rate will be very low.

I think developing a community is correct and effective only if it is based on certain goals and results, and it must be useful to you. You have to be able to bring real help and benefits to others. Only in this way can you promote conversion. If you just keep asking for things and only think about benefiting yourself, no one will pay attention to you.

3. Current popular platforms

The four most mainstream and largest user platforms now are: Weibo, WeChat, QQ Space, and Tieba. Of course, there are other relatively large platforms, such as Zhihu, Douban, Twitter , Instagram, Tumblr, etc.

We can't just play and watch the fun on these platforms. After all, they gather a lot of outstanding talents, and capable people tend to flock to them. If you find a great person, he will basically bring out a bunch of outstanding people.

Once you find someone, send them a private message and talk to them directly, or use WeChat, QQ, or phone to talk.

Attracting users one by one requires patience, but few operators can maintain this fine tradition consistently throughout the year. But this work must be done, at least in the first few years when you are doing basic operations. I persisted at that time. Although I developed the bad habit of crazy pursuit of quantity and confusing work and life, everyone should not learn from me. But at least I was invincible at that time, and the biggest benefit of my experience accumulated over the past 10 years is from the users and the platforms I have worked on.

1. Communicate with a purpose

When attracting users, you need to understand what this user can and cannot do. So when pulling, you need to understand the user.

Don't let the conversation turn into aimless chatting, or be led by the other party into a bad situation.

2. Cater to their preferences

It’s just like falling in love, you can’t say anything that users don’t want to hear. The other person has just broken up, so you can offer appropriate comfort. If the other person likes small animals, you can start a conversation through small animals. The other person is a beautiful woman. Will I die if I compliment her on her beauty?

3. Landing

Attracting users does not end with obtaining the user's QQ, WeChat, phone number and other contact information. That is not called attracting users. At best, it is just contacting users. The ultimate node of attracting users is landing, that is, allowing the user to create value on your platform, and while creating value you also bring them benefits.

4. Quality is more important

Therefore, you must be selective in choosing users; your vision is very important.

5. Daily communication and maintenance

You can't pull people in, use them, and then push them aside and never care about them again. When doing user work, you can't be so conscienceless.

Daily maintenance and communication are indispensable. Of course, as the number of users increases, you cannot take care of them all. You need to single out key users and think about them during festivals and important events.

Share some tips (due to the platform, I can't go into too much detail):

1. Many platforms directly leave their mobile phone, QQ, and WeChat IDs;
2. The platform’s rankings need to be put to good use;
3. Many platforms have classified and recommended some high-quality users, which can be used directly;
4. You can save the country in a roundabout way. If you can't deal with this user, you can deal with users related to him, such as his girlfriend.

When I say user products, I mean products that users can actively deliver to their doorsteps. This is the long-term approach to catching big fish. Common examples include:

1. List. There are only two forms: user ranking and UGC ranking. Users all have ideals, pursuits, ambitions, and a competitive spirit, so the rules in this area need to be clearly defined.
2. Recommendation/Discovery: Web1.0 recommends the best content based on the tastes of operators (editors), but it is inevitable that some editors have tastes that are too strong, too strange, or biased, so now the web2.0 model has evolved into using special algorithms to allow users to make their own choices, which is a great improvement. But I personally think it can be moderated.
3. User organization: The user organization form of product is actually something we often see, such as the guilds in games , Momo groups, Mop alliances, etc. Many mature community products basically have similar modules, but the gameplay is different, but they are essentially the same, that is, use certain logical rules to circle users together, and give users the value you want them to generate through this "user circle", so as to enhance the activity of the community or incubate new modules.

During the peak period of Mop.com, 60%-70% of UGC data was generated by the Mop.com Alliance, and the company reaped a lot of benefits from this when it was building the community.

But this type of user product is not something that can be left alone once it is made. It needs to be operated, and this operation is extremely difficult. Why is it difficult? Because the requirements for operations personnel are high, they not only need to understand operations, but also understand products and be familiar with every logical rule. To a certain extent, even if there is a product manager , he will follow the needs of operations personnel, and you are in the dominant position.

Since there are so many things involved in this area, this article will not expand on it and will just point out this topic.

In fact, attracting users is not as difficult as the legend says. Everyone knows the principle of accumulating sand to build a tower, but there are too few people who are focused, patient, persistent, and able to stick to their principles. You have 10 high-quality users, and I have 5,000 high-quality users. Can we be the same? Moreover, the difference between us is not just 500 times. If you were to do the same job, you would probably be eliminated in seconds.

Of course, it is not as simple as you imagine. It is just easy to get started. As you do it, you will find that there will be more and more things you have to deal with, and more things you will have to learn. They are intricate and complicated.

Why is it that after studying martial arts at Wudang, some people become masters while others remain mediocre throughout their lives? Six words: dedication, persistence, and focus!

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