Build a user growth system from scratch?

The user growth system is an operational means for businesses and enterprises, that is, to judge user behavior through quantitative models and standards. It is a method to distinguish users of different values ​​and thus implement differentiated incentives and operational strategies.

When we look at all the user behaviors in general, there are actually three main lines: user behavior themselves, internal operational activities, and external advertising dissemination.

The methods that may be involved in the growth system are as follows:

1. Number of fans: This refers to how many people follow you, and can also reflect your influence and voice in the community or website (Weibo, Zhihu) to a certain extent;
2. Authentication: real-name authentication, enterprise authentication, etc. (Weibo);
3. Level: Different user levels match different rights and requirements (Weibo);
4. Points/growth value/experience value: quantitative indicators for judging levels (QQ, Baidu Knows);
5. Medals/Awards/Achievements: An incentive to judge participation (Weibo);
6. Evaluation: Self-evaluation is personal recommendation, and evaluation by others is social satisfaction (QQ);
7. Virtual currency: A virtual currency circulated in a community or a specific group that can be used to obtain and exchange resources (QQ).
8. Tags: You can add them yourself or others can add them, similar to comments, but more concise (QQ, Weibo)
9. Ranking: Rank users according to different dimensions and display them accordingly (Weibo)
10. Sign-in/task/share: Increase user stickiness and social recommendations (QQ, Weibo)

Of course, there are more than just the above methods, but the core remains the same, and the operational goals are the same: adopt differentiated strategies to screen users, retain valuable users, and cultivate high-value users.

Let’s talk about how to build a user growth system in five steps:

1. The growth system should be clearly thought out from the beginning

What you need to think clearly about rewards at the beginning is why you are rewarding them? What are the reward criteria? Is the reward a material reward or a spiritual reward? How to ensure the operation of the reward mechanism.

If the reward is too small, it will not have any effect; if the reward is too large, it will increase operating costs. In addition, perhaps in many cases the reward is not small, but it will not achieve the original intention at all. Whether burning money and subsidies can achieve sustainable user growth, and whether customers can still pay attention to the company's products and services once subsidies are interrupted, these are realistic issues that need to be faced.

The system allows for changes according to the environment and specific circumstances, but frequent adjustments will only reduce enthusiasm and lead to the loss of users.

2. Establish a multi-dimensional and clear rating system

The evaluation and analysis of the growth system should be diverse, and the evaluation dimensions should avoid being single as much as possible. Of course, it should also avoid being too complicated to the point of being incomprehensible. At the same time, the following two points should be noted:

1. Quantitative calculations should have models

The model means that the calculation of indicators such as points and growth values ​​in this growth system must refer to a certain quantitative model, which can facilitate and effectively perform the calculation of points or growth values.

2. Let users have expectations for the growth path

Having expectations means that users can roughly judge how much effort and contribution they need to make to match the level requirements, and have a rough estimate of their promotion time and contribution in the growth system.

3. Cultivate a sense of belonging and responsibility among veteran users

Instead of busying yourself with expanding the user base, it is better to first cultivate a sense of belonging among those who join first and bring them together.

The so-called cohesion does not mean that they just talk nonsense together, but that they really regard this circle and this community as a place where they can express their ideas rationally. Know what this circle can be used for, know the role and status of this circle, and know what you can gain from this circle.

The influx of new users, or a large influx of new users will almost inevitably lead to the intensification and increase of contradictions behind the thriving scene. Instead of opening the door wide and letting users flock in, it is better to close the gate small and let the water flow slowly. For specific examples, please refer to the changes in Zhihu's process from issuing invitation codes to opening registration.

4. Standardization, participation and dissemination

1. Standardization is the bottom line

The fundamental bottom line is: you must not violate the content strictly prohibited by laws and regulations, such as political sensitivity, religious propaganda, pornography, violence, etc. Users who encounter such situations will be dealt with seriously and mercilessly regardless of their past contributions. In principle, a positive reward mechanism is advocated. Punishment is not the goal, but it must be implemented in place.

2. Participation is a basic requirement

Engagement is the most fundamental requirement. If users lose engagement, it will be meaningless. With the support of the user growth system, two systems can be adopted to maintain it. The first is an incentive system, such as activity incentives, community circle atmosphere, gift honors, etc. The second is to set a certain lower limit, such as canceling the account if you do not speak for 12 consecutive months.

3. Spread is an expectation that requires incentives to achieve

The degree of dissemination means that we hope users can share and promote the company's products or services, but this is difficult to make a mandatory requirement. Users usually do not want to be forced to do so. We should continuously improve our products and services and provide users with more paths, channels and motivations to encourage users to actively share and spread the word.

5. Respond and work together

1. Feedback is a must

No one is bored enough to talk endlessly to a pool of stagnant water.

No matter what the user does, praise or criticism, confusion or anger, please provide the user with a corresponding response. Users who do not receive a response and feedback will be greatly affected in their enthusiasm. At the same time, it should be noted that feedback should avoid being monotonous and repetitive. Because users need to make it clear that they are facing some real people rather than steel, concrete or machines, and they need to make it clear that all responses to them are targeted.

2. To draw a big cake, start by feeding the small cake

Humans have a psychological fear of difficulty. If you make the first hurdle too difficult for the user, it is likely to cause him to give up directly. If you have drawn a growth blueprint for the user, make sure that every step he takes next can achieve substantial progress instead of standing still.

Author: Jackie Liang

Source: Jackie Liang