Why do we need to use project thinking to attract new users?

What should you do when the KPI indicator is "10,000 new users"? You can break it down by promotion channel and match the corresponding budget; you can also plan a fission event to add 10,000 new users; but how can you ensure the subsequent significance of "10,000 new users"? How to make a specific and executable plan to attract new users?

Attracting new users is a common KPI indicator for marketers/ operators , and is also a key indicator that affects performance income. If your monthly KPI indicator is "adding 10,000 new users", what should you do?

In the traditional user acquisition thinking, we would write a plan for reporting like this:

Plan 1: The historical effective customer acquisition cost is 10 yuan/person. This month, we plan to add 10,000 new users, with a cumulative budget of 100,000 yuan. We will promote and attract new users through existing channels .

Plan 2: Plan a fission growth campaign, plan to invest 10,000 yuan in rewards, 10,000 yuan in channel promotion , and bring in 10,000 new users. Of course, there will be plan three, plan four, plan five...

But attracting 10,000 new users can be set as an overall goal, and it is not impossible to achieve. What if the goal is to attract 100,000 or 1 million new users? What if 10,000 new users are attracted, 5,000 users register, and 3,000 users are retained after 30 days? "10,000 new users" is a quantifiable but unexecutable indicator. The so-called unexecutable nature of this indicator is the lack of management of actual operational behaviors and requirements for key links. For example, for 10,000 new users, the 30-day retention rate may be 30% or only 3%.

The so-called project-based thinking in attracting new users is to establish an effective team collaboration method and execution process through four steps: indicator definition, task decomposition, quantitative execution, and result feedback to ensure the effective implementation of key links.

1. Redefine indicators to make goals clearer

For the same indicator of "10,000 new users", managers need to have a more concrete definition of new users, such as 10,000 new registered users.

2. Break down the overall goal into project goals

Taking "adding 10,000 new registered users" as the goal, we can break it down into three key links: users download and install - open the APP to experience - complete registration. For these three links, three project goals are set to increase user download and installation volume, reduce loss during the user experience period, and guide users to complete registration.

These three goals are independent of each other and require different project goals to be set, such as 30,000 user downloads and installations, 80% APP opening rate for new users, 50% next-day retention rate , and 40% user registrations. The three goals can be achieved by the three roles of channel promotion, content operation , and user operation .

However, these three indicators are still quantifiable but not executable, so they need to be broken down further. For example, the user download and installation volume can be broken down into 30% from regular payment channels, 50% from planning online fission activities to acquire customers, and 20% from offline promotion activities to acquire customers.

Similarly, this is still a goal, but a more specific execution strategy has been formed. The next step is to break down the strategy into behaviors, such as which channels to use for delivery, how to adjust the delivery budget, which keywords to set, and what posters are needed; the theme, prizes, time period, event process, and promotion channels of online fission activities; the target population, event format, and event budget of offline activities , forming different project teams and being responsible for them by different personnel.

The above four steps of goal decomposition are to decompose the overall goal into key link goals, then decompose it into key results of key links, and further design executable plans for key results. Among Internet companies in Silicon Valley, Google and Facebook advocate the OKR management strategy. O is divided into two levels. The big O is the overall goal, the small O is the key link goal, and KR is a specific executable plan.

The above task decomposition method borrows exactly from the OKR management strategy.

3. Clarify specific things to do based on project goals

When task indicators are broken down to the KR level, they become very specific matters. For example, in an online promotion plan, SEM is responsible for bidding and adjusting keywords, the copywriter is responsible for writing 10 copies, and the designer is responsible for 10 posters. At the same time, the style of the copy and the poster is checked by SEM. Everyone's tasks are very clear, and project assessment is carried out based on the completion of specific work.

The above are the methods and ideas for using project-based thinking to promote and attract new customers. The advantage of project-based thinking is that it can grasp the specific practices of each key link and make the overall promotion plan more controllable. At the same time, 10,000 new users may be an individual indicator, but we often face 100,000, 200,000 or even more new users, which requires the entire team to complete.

In terms of team management, if 100,000 new users are allocated to each team member, it is still an unexecutable and uncontrollable indicator. However, through the project-based approach of attracting new users, each member can clearly know what he or she is supposed to do. Of course, the number of team members is limited. One new customer acquisition indicator may be broken down into 10 small projects. Each member is both the person in charge of a certain project and the executor of other projects.

For example, a content operator can be the person in charge of a content-attracting project, and at the same time, he or she must also be responsible for providing content support for other projects. Only by ensuring that each member has a clear goal and a main line of work can effective collaboration be achieved.

Source: Zhugeio