An example analysis of Tieba user operation strategy!

User stratification refers to the purposeful formulation of targeted operation strategies based on the differences in user groups at each level, so as to make operation resources more efficient and operations more precise.

Project period: 2015-2018

Project Description: The core business is mainly film and television membership and game training, directing Tieba traffic to WeChat, and then guiding users to pay. In the early stage, I did it by myself for about a year. In the middle and late stages, I set up my own studio, which not only provided users for my own team on WeChat, but also took on the task of attracting traffic and increasing users from other clients.

Project Responsibilities:

1. Identify the target Tieba community, direct traffic to your own team’s WeChat, increase users, and guide users to purchase products to achieve commercial monetization. At the same time, we also undertake the traffic diversion work for other clients and increase user growth.

2. Attract new users, retain users, monetize users, and stratify users, and formulate targeted strategies based on the loss situation in each link.

3. Through data analysis, strategies are formulated, and indicators are monitored and analyzed regularly.

Project results: The total transaction volume reached 500,000+ (own team + customers), achieving a total user growth of 100,000+ for the team and more than 30 customers.

User Operation Thinking 1. User Positioning

This step is a prerequisite. You need to know what kind of people your product is targeting and what kind of group will need it - user positioning and user needs.

Our target user group is the low- to middle-income group who use iQIYI, Tencent Video, and Youku to watch videos and pursue VIP privileges, but find the official membership prices too high.

So I studied the users of these three types of apps. The final conclusion is:

As a keyword-based theme communication community, Baidu Tieba interacts based on interests and hobbies, and it has the characteristics of accurately grasping user needs and user positioning. Therefore, we only need to find the target Tieba for promotion. However, when posting for promotion, we must also pay attention to the permissions and rules. For example, some Tieba require a full four-level sign-in before posting, and some Tieba stipulates that advertising posts cannot be posted, and if posted, the posts will be deleted by the bar owner, etc. Therefore, the Tieba to be promoted must meet these permissions and avoid these rules.

According to the user positioning, select the target forum:

1. User retention stage

In the user operation system, there is a model framework - the AARRR model. It includes five stages: acquisition, activation, retention, revenue, and referral.

1. Customer acquisition: attracting new customers, from awareness to becoming users

We put promotional links on Tieba. Users in the community will see the links, be interested and click on them. They will see the content and then get our WeChat account. There will be loss in this process, and there will be problems with click-through rate and conversion rate. Assuming that the number of daily active users in this community is 100,000, how many people clicked on the link and what was the click-through rate? How many people successfully added WeChat after clicking and what was the conversion rate? In other words, click-through rate: number of people who see the post/number of people who click on the post; conversion rate: number of people who click on the post/number of people who actually add WeChat.

However, when calculating the click-through rate and conversion rate, because we cannot know how many people in the forum have seen the post, and Tieba did not have a reading volume function at the time, the data in this link is missing. So we imagined the situations and reasons for low click-through rate and low conversion rate:

Low click-through rate: whether the post title and accompanying pictures are not attractive enough and do not directly express the user's demands; whether the posting time period is not the user's active time period; whether the target forum for promotion is not the main target group.

Low conversion rate: whether the content of the post is inconsistent with the title; whether it is not attractive enough; whether the steps to add WeChat are troublesome, etc.

The key to this link:

How to increase click-through rate and conversion rate?

A. Accurately locate the forums where the target audience is located and choose forums with relatively high active users

B. Choose a time period when users are active (lunch break, evening) to post and promote

C. Optimize the title image (enough to attract users to click)

D. Post content (expressing user needs and pain points), number of posts, and post ranking.

E. Optimize the adding steps (for example, to make it easier for users to directly copy and paste WeChat ID)

1. Activation: Users discover the value of the product

How to achieve this:

First, users already know part of the value of the product itself - such as enjoying VIP privileges. Second, I can bring other different values ​​- cheap, stable, and low disconnection rate.

The key to this link:

How to make users feel the value of the product and make sure that this value is necessary for them.

1. Retention: retain users and prevent them from churn

After users know the value, they can choose to pay for it, continue to learn more, or give up purchasing. Will there be a second repurchase after purchase?

In my work, users have such a process:

Add WeChat - Consult - Place order - Pay to form a funnel conversion. There are several indicators in this process: consultation conversion rate, order conversion rate, and payment conversion rate.

Then there are several situations:

A. Can the product meet user needs?

B. How high is the price?

C. How is your experience after using the product?

1. Commercial realization: monetization, conversion/charging

The user makes a paid purchase. There are several indicators here: consultation rate, payment rate, transaction volume, payment amount, number of first-time purchasing users, and number of repeat purchasing users.

Since the main purpose of my work is to monetize, I will combine this indicator with the previous one.

1. Self-propagation: word of mouth, user recommendation marketing

After using our products, users will recommend us to their friends, etc., and recommend them to buy, thus achieving secondary dissemination.

We have a discount for inviting friends to buy:

New users invited by us can enjoy a 50% discount on their first order for monthly membership, 20% off for quarterly membership, and 10% off for annual membership; old users invited by us can also enjoy a one-time discount.

1. User stratification

Based on the differences in user groups at various levels, targeted operation strategies are formulated to make operation resources more efficient and operations more precise.

For example, some e-commerce merchants will add those who have accumulated consumption of xx or more into a WeChat group, and add those who have only consumed once into another WeChat group, and different groups will issue different coupons; for example, social platform such as Tieba will set levels for users, and different levels have different permissions; and the benefits and permissions enjoyed by Zhihu users, from ordinary users to big Vs, are also different.

1. User Classification

It is divided according to the user's operating behavior, such as the user's consumption behavior, single contribution amount, cumulative contribution amount, consumption frequency, complaint rate; and usage behavior, activity level, daily active time period, usage preference, price preference, etc. It is also equivalent to labeling users and creating user portraits.

For example, among our user groups, some purchase monthly memberships, some purchase quarterly memberships, and some purchase annual memberships. They focus on different things, so when there are activities for different types of members, the focus of the push to them is also targeted.

Some users have a high consumption frequency and may buy more than once, but some may not have any consumption behavior at all. For those who consume frequently, their loyalty is relatively high. What kind of operation strategy can I adopt for them: regular discounts or some benefits, such as a seven-day membership for buying more?

For those who have never made a purchase, you can get a first-order discount to stimulate them, etc.

1. User Rating

We can experience the concept of level on many community platforms or social platforms, such as QQ member levels, Tieba levels, Didi taxi levels, Honor of Kings levels, JD member levels, etc. These levels are actually a division of users. What is the purpose of the division? It is to allocate high-quality resources to users of different levels to varying degrees. Like Didi Chuxing’s points members, silver members, gold members and black gold members, different levels enjoy different rights and interests, such as mileage redemption, express invoicing, priority consultant, premium protection, priority order dispatch and so on. If you are a Black Gold member, you may be able to get a taxi faster during the morning rush hour, but if you are just an ordinary points member, you may have to wait in line.

Then we can summarize these different levels as the most important users, secondary users, general users, etc., from high level, middle level to bottom level. Screen out high-quality users, formulate targeted strategies, allocate resources, and promote them to continuously generate value.

1. User Segmentation

Important value users, potential users, new users, general users, lost users, users who need to be recalled, etc.

I have selected several indicators that I often use in my work:

Recall of lost users:

Case 1: New user, added WeChat but has no purchase behavior

The second situation: The user has made one purchase and has never paid again

The third situation: The user has made less than 5 purchases and has never paid again

1. Other divisions

Divided by core business, for example, e-commerce platforms, what I do is actually mainly divided according to user consumption behavior.

1. Data analysis

Purpose of data analysis: Through differential analysis of indicators, operational strategies for time selection can be derived.

Metric: User growth

The following data is derived from the approximate statistics of a certain month:

Dimension 1: Daily time period

Summarize:

The user growth is the least during the period from about 8 a.m. to 12 p.m., and the worst time is 0. The growth at noon is also less, but it is 3-5 more than in the morning. The user growth is normal in the afternoon, and the evening is the peak period of user growth.

Analysis and usage scenario simulation:

1. When taking public transportation in the morning, people usually browse fragmented information, such as news information such as Toutiao and Tencent News, and short videos such as Douyin, Kuaishou and Volcano. The common point of these information is that they are fragmented, the content is short, and the digestion is fast, and they can be used at any time. The morning is mostly spent working and studying, and is the busiest time of the day, while weekends are spent resting and sleeping.

Therefore, in the morning, users rarely watch videos or browse forums, resulting in very low user growth.

1. Users will have a short break at noon to eat/take a nap, but during this period of time, users are more likely to browse fragmented information, and content consumption tends to be fast food-style consumption. However, after a busy morning, users get a short break and may use this time to catch up on a drama or browse a forum.

Therefore, although the user growth during the noon time period is still relatively low, there will be a slight increase compared to the morning.

1. In the afternoon, some students have finished their study tasks and some office workers have reduced their work tasks, so they are in a relatively relaxed state compared to the morning, so there is a relatively normal user growth.

2. After 20:00 in the evening, users have a relatively long break to entertain, rest and relax. The possible activities include: playing games, watching TV series, shopping on Taobao, socializing on social software, browsing news information, shopping and watching movies, etc.

Therefore, the evening time period is the peak period for user growth, and the growth rate may even double.

Strategize for differences:

1. Abandon the morning session promotion

Because the cost required is greater than the benefits that can be obtained: the cost of time, labor cost, and money cost.

1. A smaller promotion during the lunch hour

Only 1-3 more active forums will be selected for promotion. If any posts are deleted, they can be suspended for a period of time and then reposted. The post ranking is set to the top ten.

1. Normal promotion in the afternoon

Select 3-5 target forums with high activity levels for posting. If any post is deleted, repost it immediately. The post ranking is set to the top five.

1. The promotion is strongest at night

Select 5-10 target forums to post to. If any post is deleted, repost it immediately. The post ranking is set to the top three.

Dimension 2: Weekly working days and rest days

Summarize:

Monday to Sunday are normal working days, and users do not have much time to browse forums and watch videos.

Friday faces an upcoming rest day and there will be a growth peak in the evening.

Saturday and Sunday are rest days, and the proportion of users going online for entertainment increases, which is the period with the highest growth.

Combined with dimension one, the final strategy is formulated:

Other special time indicator changes:

For example, during holidays: statutory holidays such as National Day, Labor Day, Dragon Boat Festival, and students' winter and summer vacations, the indicators will show an upward trend; the corresponding strategies will also change, and some statutory holidays will increase promotion efforts and have preferential activities; while in winter and summer vacations, the promotion strategy is not to distinguish between working days and weekends, and every day will be promoted according to the promotion strategy for weekends.

In addition, during the period when some popular dramas and variety shows are released, many popular dramas and variety shows require VIP to watch in advance, or require VIP to watch. During this period, user growth will also show an upward trend. The corresponding strategy is to increase the promotion efforts and add tags of popular dramas and variety shows in the promotional posts.

Related reading:

1. User operation: new funnel model for conversion analysis!

2. User operation: How to use B-side operation thinking to increase user growth?

3. Product operation: How to use data analysis to drive product user growth?

4. APP user growth: One model solves 90% of growth problems!

5.How to increase users? Take Pinduoduo and Xiaohongshu as examples

6. Triggering user growth: Is user operation just about attracting new users?

7. User operation: What else can you do to attract new users without fission users?

8. User operation: how can financial products awaken dormant users?

Author: Zhao

Source: Zhao