Super complete and detailed! 4 important links of user operation!

The first thing to be clear is that the links of user operation include awareness, attraction, use, activity, consumption, retention and recommendation, among which the four most important links are attraction, consumption, retention and recommendation. Let's take a look at the specific gameplay in these links.

attract

Attraction mainly refers to the function of attracting new customers through planning activities.

1. Establish the image of corporate leaders <br />Examples

Ding Lei of NetEase is a bit of an Internet celebrity in the industry because of his interesting personality. He is a living signboard, so many of NetEase's products save a lot of advertising fees for celebrity endorsements;

Jobs, the first person to use personal charm and personal appeal for marketing ;

Kuaishou. Actually, after I learned about some of Su Hua’s remarks, including the positioning and obsession of his products and his responses after incidents, I can see that he is actually a very thoughtful and charming person. So although Kuaishou has been criticized for its content issues, I am not opposed to Kuaishou because I have a very good impression of Su Hua and I tried to play with it. I also personally think that Su Hua can build his own image through his public relations team, which may help change the current mainstream values’ criticism of Kuaishou.

2. Celebrity endorsements, cultivating KOLs or sponsoring TV network programs of the same type and positioning to attract fans <br />Example

The live quiz first became popular due to a Weibo post by Mr. Wang Sicong about the live quiz: "I'm giving away coins, I'm happy";

In order to develop in the early stages, platform-type websites will discover high-quality KOLs and provide high-quality content. By using KOLs to produce high-quality content and attract fans, a group of seed users are brought in, such as Tianyou on Kuaishou, Ma Dong and Ma Weiwei entering the "Speak Well" section of Himalaya, and League of Legends first inviting DOTA game masters to do live broadcasts to accumulate seed users;

Douyin sponsors a cool music program called "The Rap of China". Many viewers of this program are people who like cool culture, thus attracting fans of this program.

3. Reward mechanism <br />Example

Weight loss training camp, if you achieve a certain weight loss in one training session, the tuition fee can be waived or reduced by half;

In order to attract users, e-commerce platforms will push relevant activity information such as discount coupons and 0 yuan purchases for first-time registration.

4. Satisfy users’ emotional needs <br />Example

Satisfy users' psychological needs for curiosity. For example, the "Answer Tea" video that went viral on TikTok is said to be a technology that took two years to develop. Consumers write their answers on a piece of paper and stick it on a teacup. Then, the tea produced will have very witty answers written on it. One of the videos with the most likes says "I miss you", and the answer given by Answer Tea is "Let's try to make an appointment";

Let users associate it with the feeling of "coolness". For example, games like "Honor of Kings" will make users associate it with feelings of happiness and accomplishment, while the "Meitu Xiuxiu" series of products will make users associate it with feelings of beauty and prettiness.

It reminds people of the feeling of "fear". Online courses or apps such as "NetEase Xijing Course" and "Dedao" take advantage of the psychological characteristics of users who are afraid of falling behind in knowledge and losing knowledge. Similarly, Kuaishou's advertisement at the Tucao Conference "A short video app used by 700 million people" gives people a feeling of "700 million people are using it, why don't you?", which stimulates people's psychology of following the crowd and fear of being left behind by the times.

5. Cost-effectiveness that exceeds expectations <br />Example

Pinduoduo uses ultra-low prices such as "five pairs for ten yuan" to attract users;

NetEase Yanxuan, with the slogan “Good life, not that expensive”, uses the same manufacturers as brand-name products to supply its products, but offers prices much lower than brand-name products to attract users who want a high-quality life while pursuing cost-effectiveness.

Consumption

The main way to encourage user consumption is to lower the user's usage threshold. The definition of consumption here is relatively broad. For example, for e-commerce platforms, it refers to purchases, and for UGC platforms, it refers to users using the platform and generating content on the platform. Here we divide it into purchase platforms and non-purchase platforms to see which gameplay can encourage user consumption.

1. Purchase platform <br />Example

For example, e-commerce, online course platforms, offline stores, gyms, etc., use promotional activities such as coupons, discounts, buy one get one free, old customers bring new customers, and limited-time price reductions such as "the lowest price on the entire network for only one day" to encourage consumers to make quick consumption decisions;

Provide a trial, such as Chuangketie, which provides users with a few days of free trial, so that users can feel that the platform is indeed very convenient and easy to use and become dependent on it. After the trial period, if users still want to continue using it, they will naturally purchase a membership. The same is true for online courses, such as trial classes, and free viewing of the first episode of a TV series on video websites.

Mobile apps are provided to facilitate users' fragmented consumption. At the same time, some also provide WeChat mini-programs, which more effectively lowers the user's usage threshold.

2. Non-purchase platform <br />Example

Compared with the complex user interfaces of Weibo, Zhihu, etc. (to be honest, I don’t have the patience to explore all the functions on their interfaces), Kuaishou’s interface is very simple. When you open it, it is full of videos from top to bottom. You can play them by clicking on them. It is more user-friendly for users who do not produce content but just want to watch videos. In addition, dynamic videos themselves require a lower level of education than text-based content. These have laid the foundation for Kuaishou to be widely used among users with low education levels.

Douyin, as a UGC platform, is popular among users because it provides templates for videos, which are simple and easy to operate. Users do not need to be particularly professional to produce good-looking videos.

Provide apps and mini-programs.

Retention

Retention belongs to the product repurchase link, which allows multiple contacts between users and products or users and platforms. The most important thing in this step is to increase the possibility of users seeing and thinking about it.

1. Multiple channels to accumulate users <br />Example

Most apps have the function of sharing to social platforms such as WeChat Moments and Weibo, which can increase the chances of products being seen by taking advantage of the high traffic on social platforms.

SMS or email reminders of relevant activities and offers;

Increase the possibility of your product being seen by users through TV ads, online video ads, various app homepage ads, and WeChat public accounts, Douban, and Zhihu platforms.

2. Detailed user classification and high-quality content recommendation <br />Example

The hotel will give different points according to the total consumption of users and divide users into different membership levels, such as gold card, silver card, black card users, etc., and provide more benefits to high-level users;

For example, Kuaishou can judge users’ interests and hobbies based on the time they viewed a video and how many times they played it repeatedly, and recommend videos to them.

As a Zhihu user, I feel that Zhihu's content recommendations are quite bad. Firstly, as a platform whose users mostly have academic qualifications from 985 and 211 universities, its advantage lies in the high-quality answers, but like Weibo, it only publishes hot topics, and there are only a few recommended topics for several days; secondly, the user interface puts the recommendation page on the second page and the follow page on the first page, but the content on the follow page is very low-quality, because not every topic followed by a user and not every answer from the user they follow are high-quality content; thirdly, the recommendation page does not seem to recommend corresponding content to me based on my recent searches, but only some highly-rated answers that don’t matter whether I follow them or not. So, based on the above reasons, I now only use Zhihu as a search tool, and not as an app for daily browsing.

3. Relevant rules and regular activities <br />Examples

After confirming receipt of goods purchased on Taobao Alliance and Fanli.com, cash back will be given, which promotes user retention;

Alipay’s large-scale online and offline Double Eleven and Double Twelve events, as well as Taobao’s irregular new fashion discounts.

4. Operation of interest groups
Example

Some learning products and gyms have a check-in system, where students can see each other's learning progress and exercise standards, allowing users to supervise each other and make progress together, thereby increasing user loyalty and attracting users to continue learning or continue to apply for gym memberships, avoiding users giving up halfway.

Various travel websites such as Ctrip, Mafengwo, and Qunar provide users with a platform to write travel guides. On the one hand, writers will feel superior because their travel notes attract a lot of attention, which improves retention rate. On the other hand, readers can not only come to the website to buy products when they want to sign up for a group tour, but also read other people's travel guides on the website to plan their own trips or be recommended interesting destinations by travel writers.

5. Satisfy users’ emotional needs <br />Example

NetEase Cloud Music is a music app that was only released in 2013, but it is more popular among young users than old music apps such as QQ Music and Kugou Music. This is partly because after using it for the first time, people found that it provides the function of music reviews, which enables every literary young person with a story to tell or who likes to read stories to meet their emotional needs on the platform.

6. The product itself has value beyond expectations and there is additional value in addition to the product <br />Example

NetEase Yanxuan sells products with high quality, good price-performance ratio, which is the value of the products that exceed expectations. On the other hand, it chooses to cooperate with SF Express, a fast and good courier company, which also increases user loyalty. The same is true for the logistics of JD.com and Dangdang.

Haidilao, although its product is hot pot, it comes with a very high-quality service attitude, which leads many consumers to choose Haidilao when they want to eat hot pot because they like the service.

recommend

1. Benefit the user himself <br />Example

You can get points and coupons by making recommendations, and you can bargain for them;

Recommendations satisfy users' emotional needs. For example, forwarding some high-quality answers on Zhihu in the circle of friends can enhance the user's status. At the end of the year, when everyone is sharing their Alipay bills, following the trend of recommendations can satisfy the user's psychological need to not fall behind. Writing a guide on a travel website can get a lot of views, attention, likes, and replies, which can make the user feel very accomplished.

2. Benefit the referee <br />Example

The referee gets actual benefits. For example, after a silver card or gold card user of a certain hotel recommends the referee, the referee can directly become a silver card or gold card user and obtain corresponding benefits.

The person being recommended gets emotional satisfaction. For example, recommending some funny Tik Tok videos to the person being recommended can bring happiness to the other person.

3. Benefit both the user and the referee <br />Example

Leave a comment on the photography public account, and the top three comments with the most likes will get a chance to have their entire class take free graduation photos and have them retouched. In this way, the user himself will recommend it to the whole class, and the whole class will vote and like it, and everyone will benefit after winning.

After the recommendation, it is time to attract users. This will form a closed loop, and the number of product users will grow like a snowball.

Source: Jianshu