An unfinished product promotion plan, with my latest thoughts on product operations

For confidentiality reasons, the specific content and name of this product cannot be disclosed. This is a community product for beauty products. Okay, just understand it this way for now. After reading it, you will feel that this is not important.

NetEase XX product promotion plan

User Group Analysis

1. In the early stage of promotion, we should mainly target three types of users:

1. KOL or other big and small V (PGC users) of similar apps: They have a high number of followers and text and picture readings in well-known similar apps, have many beauty and makeup experience articles, and have their own thoughts and experience on certain types of products.
2. Senior users (UGC users): They love beauty and are interested in beauty products and cosmetics. They use a lot of beauty products and apps in daily life. They have their own thoughts, but they don’t write much about their specific experiences. They need to develop their abilities in this area.
3. People who are interested in beauty and makeup (ordinary users): These people may not be veteran users of beauty and makeup apps, but they pay attention to this area on a daily basis and hope to have a dedicated place to learn how to become beautiful, how to buy related products, and understand the differences and characteristics of different products.

2. User portrait of Baidu Index:

Keyword "beauty"

According to Baidu search data:

1. People who search for beauty products are also more interested in vertical e-commerce and products such as camera selfies, which can be points worth leveraging in promotion.
2. The population attributes are basically mostly in Beijing, Shanghai, Guangzhou, Hangzhou, Wuhan and other big cities, and the users are around 20 to 39 years old. The strange thing is that the data shows that the search ratio of men and women is not much different, 60% for women and 40% for men, so male users should not give up.

According to the classification of user groups, it is roughly centered around:

PS: In the past, we regarded PGC as professionals in professional fields. The PGC here refers to those who have their own thinking system, have good content output in related fields, have a large number of followers, and have published some experiences and tutorials. I call this type of users PGC; that is, their content is their own accumulated thinking over a long period of time, and may not be absolutely professional, but it is indeed helpful to many people in need.

Promotion plan

The following promotion plan is mainly determined based on the user ranking priority:

Promotion plan: How to acquire more UGC users?

Although most PGC users publish high-quality content, it is difficult to get them to publish content on new platforms because their number is small and they have gained considerable attention on other platforms. UGC users exist everywhere on various platforms. It is not difficult to discover them and get them to publish content on new platforms. The difficulty is relatively low, and the content quality is often good. UGC users are also more willing to share their content and ideas on social platforms, let their friends watch and comment together, and drive others to convert into product users.

Reference Cases:

(1) Travels of the Cicada

By designing algorithms, the Chanyouji team can acquire a large number of effective users in a short period of time. They can capture travel microblogs and users and determine whether the microblogs meet the characteristics of travel. For example, they set up keyword screening and multiple filtering mechanisms to capture a large number of effective targeted users every day.

At the same time, for this group of users, we adopt the features of robot comments and product recommendations. Regarding this point, my personal understanding is that since a large number of targeted users can be obtained every day, it is more common to adopt the method of robot express delivery and push without disturbing users.

This type of seed user mining is considered a growth hacker's approach, which uses certain technical methods or external forces to quickly gain user growth with relatively small resources.

PS: I have some followers and text content in certain Q&A communities and personal public accounts . Some people will send me private messages asking if I can post content in their communities or participate in product testing.

I directly reject the second type. Zhihu is not Weibo, and private messages will disturb users and make them feel disgusted, which is not conducive to product promotion. For the first type, I would take a look and consider it, then ask them what I need to do and what I can get, and then consider whether to participate in the internal testing of their product.

Different social products and Q&A communities have different user characteristics, especially in the product seed user mining stage. We need to conceive copywriting based on user characteristics. The copywriting must be different for different user groups, and even a small change may have a huge impact. For example, the dialogue mechanism of Chanyouji is actually a simple and non-intrusive comment dialogue copy that was finally established after repeated considerations.

Another point is what I have been thinking about recently. For those user groups that can produce content, if you want to invite them to participate in product testing and become seed users, you have to "respect" them. How to do this? I will talk about my thoughts in the following specific case.

If growth hacking techniques can help us acquire users quickly or in large numbers, then it is also worth considering using product thinking to create certain features to guide users to promote and publicize independently to achieve rapid expansion of initial users.

(2) NetEase Cloud Music : Creating “differentiated” and “personalized” product features.

When Cloud Music entered the online music industry in 2013, competition was fierce. If users were asked to migrate products, they would need to recreate their playlists, which was too troublesome and many users were unwilling to do so. So at the time, the Cloud Music team mainly developed two main functions for these users:

For users who don’t have playlists, Wang Shimu’s team tried to understand the characteristics of those users from the user’s perspective, and then developed playlist recommendations and different featured music columns for these users to help them better use the product to listen to music.

So, the final summary should be three points:

1. Correctly grasp user needs.
2. Identify the flaws of similar competing products in the market and focus on differentiation.
3. Make rational use of the resource advantages of your own team and company to improve product functions.

The above two cases are very typical, respectively exploring product users from the perspectives of operation and product. The former case focuses more on the initial stage of the product, while the latter is the core development stage of the product. The success of these products is far more than what is visible here. It is the result of the development and accumulation of their own teams and their judgment of the industry.

I have recently studied a lot of great products made by UGC communities. What impressed me most is that the most difficult part for both operations and product managers is not the application of technology or skills, but "empathy." You can better understand users and think about usage scenarios from the perspective of different users. Product positions usually require you to have independent thinking skills and unique perspectives, while at the same time requiring you to be able to think about problems from the perspective of different users. It sounds simple, but it is the most difficult part. This is also the issue of talent of product managers recruited on campus that Yu Jun mentioned on Zhihu.

Operations, whether it is copywriting or promotion, require understanding of human nature. A good UGC operation system and good content copywriting are the result of a lot of long-term accumulation and practice. After trying many aspects, I can find the area in which I am good at and go deeper. This is also my plan for my future path. I will learn more from other people's thinking paths, practice more, and become a qualified Internet operation practitioner.

After talking about the case, back to the mining of content UGC users, Xiaowanzi told me: They tried to mine users who have produced relevant content from many places, but found it difficult, either similar products conflicted with each other, or others did not respond or directly rejected.

I thought about it carefully. If I were a user who was more knowledgeable in this area, and someone invited me to test their product, what would I care about? The first word that came to my mind was "respect", and the second was "interest". Some users need benefits to stimulate them, while others need us to guide them. So, I went to a community and found some people in related fields to chat privately. The specific content is as follows:

Picture content backwards:

It didn't take me much time, just one to two hours, and I sent messages to more than 10 users. In the last few days, quite a few users responded to my communication. Most users rejected a certain product at first. My idea was to get to know them as much as possible, and then talk about their content and the connection points between the product and their content. Many users were able to accept it and were willing to download the app to try it out and learn more about it.

Therefore, for these users who can produce content, my opinion is to learn to "respect" them. You should spend time to get to know them first, which can greatly improve the efficiency of attracting new users. Although this method seems to be a waste of time, in reality, it only takes you 10 minutes at most for one user. If we are patient, I think we can attract hundreds of content-producing users in a short period of time, and these users are willing to actively publish content and help promote the product.

Many community products require you to spend time to "understand" users, and on this basis, try to promote your products. Of course, if you can have a list with many targeted users, that's another matter, refer to Chanyouji.

In addition to respect, there is benefit. If you want to quickly acquire a large number of users in a short period of time, you need to use benefits to stimulate users. Online, you can conduct activities to attract friends to post content on the app to get rewards. Offline, you can invest in channel resources and invite users to download the app to publish content to get rewards.

It is reported that these two plans are what they are currently working on, inviting friends online to publish their experience content to get small gifts, and cooperating with university organizations offline. I have been thinking about these two points recently, and I don’t know how to do it specifically, so I will put it aside for now and talk about it in the next article. If you are interested in beauty, welcome to communicate.