This is the most common model of user operation. Come and take a look. It is written in great detail!

As an operator , you must have done this: invite active users to join the group to facilitate efficient control and reach of users in the future. We then plan activities for these users, grant privileges, collect feedback, and conduct emotional operations in the hope of boosting product activity or contributing more and better content. I call this operating model: centralized operation.

1. Concept

The essence of centralized operation is to create a user organization with rights and rules, clear goals and spiritual appeals, and give users a sense of mission. The task of operation is to establish this set of things and let users have a clear perception of it, so that the power of this user organization can be released on the product, thereby improving the core indicators of the product.

It should be noted that centralized operation does not mean gathering users in groups. If you think so, it means you don't understand the essence of the matter. The group is only a platform for users to communicate and a means to carry out centralized operations, but it is not a core link. Operations personnel should not focus all their attention on the group, but should pay attention to the growth of the user organization from a higher perspective.

Centralized operations have the following characteristics:

• The number of users is small, usually less than 200 people. The official website has the information of each user and maintains basic communication.
• User organizations have clear entry and elimination standards, clear rights and responsibilities, and user attributes are basically the same
• Branded user organization, including unique name, positioning, logo, and display area on products
• Suitable for high-quality or professional users, such as core users or PGC mode. The contribution value of individual users is large, and one user can be worth ten.

From the concept and characteristics, it can be seen that centralized operation is an operation mode with very low operating costs, which can be implemented quickly and show initial results. However, due to the small number of users covered, the benefits brought are limited. This operating model has distinct advantages and disadvantages and is suitable for product cold start, the initial stage of user operation , or the PGC model.

2. Execution

The centralized operation approach is similar to the traditional user operation routine, which is roughly divided into the steps of introduction, retention and activation. In contrast, centralized operations focus not only on individual users, but more importantly on operating a user organization. Therefore, the operational strategy mentioned below is aimed at user organizations.

There are four steps to carry out centralized operations: establishing an organization, introducing users, organizational management, and user activity. The following is a detailed description.

Step 1: Build an organization

A user organization refers to a group of users that gather around a certain interest topic or user attribute and has complete organizational information, such as the organization name, slogan, organizational structure, rules and regulations, user list, homepage, and access portal. This step is the starting point of centralized operations and plays a decisive role in influencing whether the subsequent developments are healthy.

When establishing a user organization, you need to pay attention to the following three points:

First, we must ensure that the output of the user organization is consistent with the product benefits. For example, Baidu Encyclopedia's product revenue is the number of entries written, so it established the "Tadpole Group" (see the figure below), using exclusive identities and writing privileges to attract and motivate users, and produce larger and higher-quality entries in a more timely manner, which is consistent with the product revenue. For example, Baidu Zhidao hopes that users can help maintain content order, and has organized core users to form the "Sesame General" organization (see the picture below). Its responsibilities include content management tasks such as transfer classification, recommendation, or encrypted answers, which is consistent with the product's revenue.

Secondly, the positioning of the user organization needs to be accurately conveyed. As the saying goes, birds of a feather flock together. Users need to have a clear understanding of the attributes of the people in this organization and whether they match them. If so, give users a reason that hits their pain points and attract them to join actively; if not, make users feel that this matter has nothing to do with them, which can objectively play a role in screening target users.

When Weibo first launched the V certification, only industry leaders or celebrities could obtain it, and the threshold was very high. So if you could add a V at that time, it was a great honor, as if you had entered the group of celebrities and bigwigs. After that, V certification has become rampant and has become an identity certification with a very low threshold.

As can be seen from the picture below, basically anyone with 100 fans can apply. This is no longer a symbol of celebrity, but just a real name. This is very different from when it first went online, because the positioning of the user organization has changed from celebrities to real names, which has led to changes in users' perception of the organization.

Finally, shape the vision for the user organization and give members a sense of mission. Everyone has the need for self-actualization, which is the highest level in Maslow's hierarchy of needs. By shaping a big and meaningful vision for the user organization, users are encouraged to participate and invest their time and energy in pursuing it.

A representative example is Wikipedia, whose vision is to become "the most complete encyclopedia for all mankind that anyone can participate in", so all contributing users are striving for this goal. In addition, this method is often used in games , for example, the player is a hero with superpowers and needs to complete several tasks to save the world. This is what gives players a sense of mission to "save the world", which becomes their internal motivation to spend time to complete the task.

Step 2: Introducing users

Anyone who works in user operations has done the job of attracting new users. This is very important because the life cycle of a product is a cycle of users "come → play → leave". Although the number of users will grow naturally, truly valuable users still need to be introduced in a targeted manner.

The introduced channels are divided into two parts: on-site and off-site. The purpose of the site is to tap into existing user resources and guide their conversion to user organizations, with recruitment being the main form; the purpose of the site is to find and invite external target users, with 1v1 invitation being the main form. The focus here is on off-site introduction, because generally speaking, the incremental user value outside the site is greater.

The introduction of outsiders can be seen everywhere in the operation of user-related products, such as the fashion trendsetters of Meilishuo , the experts in various fields of Zhihu, the drivers of Didi Chuxing, the authoritative editors of Baidu Encyclopedia, the fitness experts of Keep, the celebrities of Weibo, the film critics of Maoyan Movies, and so on. Although these cases are in different industries and product forms, many similarities can be summarized in terms of "introducing users".

①Determine target users

First, you need to know what kind of users you want to find. This is determined based on the product positioning and the stage it is in. For example, Meilishuo was initially positioned as a fashion shopping guide, so it should have brought in people who have the ability to contribute high-quality content, have a good appreciation of fashion, and are influential trendsetters; for another example, Zhihu initially entered the Internet field, so it first attracted Internet opinion leaders like Kai-Fu Lee , and then covered other fields later. In both examples, operational strategies are formulated based on product positioning, and the type of users introduced is part of the operational strategy.

In order to reach a clear consensus within the team and implement the plan efficiently, the "Meilisuo Trendsetter" and "Zhihu Opinion Leader" in the case should have a specific and quantifiable definition, that is, what kind of people meet the requirements. For example, a girl with more than 50,000 Weibo followers, an average of more than 100 reposts per post, and a profession such as designer/model/Taobao seller, etc.

With such a specific definition, the team's execution effectiveness can be ensured to the greatest extent possible, and non-target users will not be introduced due to misunderstandings, which will affect the progress of the project. Of course, when choosing the target population, there will definitely be subjective judgment by the operators. After all, not everything can be given a specific standard. More importantly, a professional’s understanding of his or her field is far more reliable than data.

Therefore, when clarifying the target population type, the approach of "customer first, host later" is adopted, that is, the general direction is first defined by objective standards, and then the specific details are subjectively judged by the operations staff.

② Find the target user gathering area

After determining the target group to introduce, the next step is to find them. The most efficient way is to find the target population’s gathering area, that is, the platform where they are located, such as Weibo, Zhihu, Douban, etc., and then make a list of target users based on specific conditions to prepare for subsequent network introduction.

Usually the target users will be concentrated on one or several platforms and will float on the surface. For example, Weibo can use the "Find People" function to filter out all verified users in a certain field, which is of course the best case scenario. But there will also be difficulties. These users floating on the surface will receive many invitations every day and may be tired and annoyed by this, which will increase the difficulty of introduction and the success rate will be lower.

The response strategy to this is to spend more time studying the user base, to discover users who are equally capable but have not yet become popular, to grow together with the platform and achieve a win-win situation. It sounds like a talent scout, who finds a good talent, then brings her to his platform and makes her famous. To do this well, operators must have a sufficiently in-depth understanding of the target population so that they know what characteristics make them the most suitable prey, which relies more on subjective judgment.

③Filter target users

After determining the platform where the target users gather, the next step is to find them. During the implementation process, you can explore some rules and techniques. The commonly used method is to find them from searches, lists and popular recommendations. The picture below is the result of searching for "doctor" on Weibo and filtering out certified individuals; a certain topic on Zhihu also has a list of best answerers.

There are many methods like this, and you need to find the one that suits you best and is most efficient during the implementation process. For example, the top 3 movie reviews/book reviews on Douban, searching keywords on Weibo and then selecting the ones with the most fans, or the ones with the most votes in the answers to popular questions on Zhihu, these are all very specific screening methods.

④Planning introduction method

After knowing where and who your target users are, you need to determine how to reach them. You need to consider the following two questions first:

• Why do users join your platform? What are the reasons?
• What kind of communication method is more acceptable to users?

The reason why the user joined. The most fundamental reason is the product value, which must have obvious benefits and be differentiated for users, thus attracting user participation. For example, the value of Weibo to celebrities is to enhance their personal influence, and the value of Didi Chuxing to consumers is its affordability and convenience. Before introducing users, operators need to be very clear about this.

What kind of communication method is more acceptable to users? As mentioned above, the top users who are on the surface receive various private message invitations every day. They have long been numb and may even ignore such information. Therefore, how the copy is written determines the success rate of the invitation. By analyzing the following three specific cases, we can summarize the issues that need to be paid attention to when writing copy.

That’s right, the picture above is a private message inviting you to join, which makes people feel sorry for this operations classmate. The copy was written like a small advertisement, using only official language to introduce the product, but without mentioning a word about what benefits the invitees would receive. More importantly, if someone really wants to join, they have no idea what to do because there are no follow-up instructions.

When you read the private message above, do you feel a little crazy? Because it is too long, and there are 3 URLs at the end, these greatly reduce the reading experience. In addition, too many words are spent in the private message to describe the project model, which is not what the invitees are most concerned about and should be simply skipped.

The above two cases, one simple and one complex, ultimately fail to look at the problem from the perspective of the invitee, resulting in a poor reading experience and a very low conversion rate .

The copy in the picture above is much better than the previous two. The purpose of the call was stated directly at the beginning, and the project was introduced. Contact information was also left at the end. The content was relatively complete. But it’s still not colloquial enough, the benefits to the invitees aren’t obvious, and it’s still a bit long.

Based on these three cases, we can summarize the precautions for writing invitation copy:

• First, ensure readability. For the invitee, this private message is unexpected and he or she will just take a tentative look at it and will not read it carefully word by word. Therefore, copywriting that has too many words, is too official, contains too many professional terms, or uses obscure language is unqualified. The ideal situation is like talking to friends, natural yet respectful. At least this ensures readability and makes it feel more comfortable.
• Second, highlight the other party’s benefits. Introducing target users means inviting others to do things, which requires giving them a reason. Otherwise, why would someone who doesn’t know you help you? Informing the other party of the benefits directly and clearly is the shortest path to achieving a win-win situation. This is the most prominent part of the copy, and the content that should be emphasized the most, rather than the project background and model. What does this have to do with others?
• Finally, leave opportunities for follow-up . We discuss how to write good invitation copy, with the goal of getting users to contact us, add WeChat or fill out an application form after seeing the copy. This is the first step in conversion. In order to achieve this conversion, you can embed a point that the other party may be interested in at the end of the copy. If they want to know the detailed information, they must take the initiative to contact or click on the link. Of course, the core information should be given concisely and directly, and should not be concealed. If it affects understanding, users will give up reading, which would backfire. Finally, be sure to leave contact information, or provide a path that makes it easy for users to proceed to the next step. Don't expect users to perform complex operations such as active searches.

⑤ Ensure retention after introduction

After completing the process of introducing users, with a certain success rate, some users will be converted into product users, so the next step is to consider how to retain product users. A product with severe churn is unhealthy. There is no point in bringing in more users, just like a leaking pool that can never be filled. In the centralized operation model, retention is achieved through the management and incentives of existing users, which will be explained in detail below.

Step 3: Organization and Management

Similar to managing a company, managing a user organization requires a clear reward and punishment system, a reasonable structure, and a clear division of labor. These three points can ensure the long-term normal operation of the user organization and its continued expansion.

a. System. It includes organizational definition, management structure, work content and objectives, members' rights and obligations, etc. It is the foundation for the existence and operation of user organizations and also the daily behavioral norms. Because users do not have the patience to read text descriptions, the system generally only emphasizes rights and obligations, and the rights are expressed in visual charts and obligations are conveyed in the form of activities. The picture below shows the relevant system of Baidu Experience's "Reward Plan".

b. Architecture . In order to allow user organizations to handle a larger number of users, a pyramid management structure is established. Because there is a ceiling on the number of users that one operator can manage and serve, for example, a maximum of 50 people, so if you want to form a user organization of 200 people, you will need 4 operators. The labor cost is too high, and the average team will not invest so much.

Therefore, we need to give full play to the role of users, let them participate in management as middle-level managers, build a team structure, so that one operator manages 20 high-level users, and these 20 high-level users each manage 50 ordinary users. In the end, the total number of people managed by this one operator is 20*50=1000. The figure below is one form of organizational structure.

c. Division of labor. In the daily management of user organizations, every link requires manpower to implement. When operational manpower is limited, mobilizing the power of users and involving them in detailed management through division of labor can save manpower and ensure execution results.

For example, after introducing users into the organization, there needs to be an observation and training phase, which is divided into at least three steps: pre-communication → probation period → formal member. Each step here requires the participation of core users in management, let’s call them administrators for now.

The detailed process is as follows: the introduced users are added to the communication group, and the administrator explains the situation of the user organization to the newcomers and answers their questions. Then communicate with the new person one-on-one, which counts as an interview. After passing the probation period, you will enter the probation period. The requirements and time points of the probation period will be clearly informed to the newcomers. After passing the probation period, you will be officially admitted into the user organization.

After becoming a formal member, new talents can enter the formal user QQ group/ WeChat group . This user group is an important communication platform for the user organization. Only official personnel and formal members can join. It has a strict management system and established methods. For example, we need to find several active and enthusiastic users to assist in official management. One person is responsible for answering questions about the system, verifying information, and modifying group business cards. One to two people are responsible for creating an active atmosphere and planning activities. We also need to consider that they need to complement each other's time and sometimes need to schedule shifts, so the number of people is generally 3 to 5.

Management is not just about managing the group, someone also needs to be responsible for monitoring the data. Whether the user has met the contribution and activity requirements within the period required by the organization, and whether there has been any cheating, disruption, or advertising behavior. Based on these situations, warnings, bans, cleanups and other work should be carried out in a timely manner.

Step 4: User Activity

The user activity mentioned here only refers to users with centralized operations. Maintaining continuous activity through operational means is equivalent to retention. The specific operational methods are mainly through two means: systems and online activities.

a. System refers to the system of the user organization, that is, the contribution that users need to make to the product in order to continue to stay in the organization and enjoy the rights and interests, such as UGC or consumption.

However, the system is basically fixed and the operation period is long, which makes this thing boring and the user activity frequency is relatively low. For example, if the system requires users to earn 100 points every month, this may result in users only rushing to complete tasks in the last few days of each month and not being active at other times. The original hope was to have more daily or weekly active users, but in fact it only brought monthly active users.

b. The solution to the above problems is to plan online activities as a supplement to the system. The activities are initiated by operations, with flexible start and end times and interesting gameplay. This can shorten the user activity cycle and significantly improve the effect of user contribution.

Taking the example of the requirement of earning 100 points per month, the operator can add a new PK event every month for a week, and distribute small gifts according to the ranking of the list. Such activities can motivate users quickly and in a short time, shortening the number of users who were originally active once a month to daily active users for at least a week, ultimately increasing the number of active users of the product.

In addition to the above two measures, operators can also design more incentive methods based on user needs. For example, giving priority to displaying people or content can enhance the user's sense of honor, and the amount of interaction brought about is also the most important factor in user motivation. For example, emotional operation is also very important, especially for the group of users who are centrally operated. Being able to communicate directly with the official or even make friends with them is equivalent to a privilege, which will motivate them to continue doing it.

3. Problem

An operations friend encountered this problem during the execution of centralized operations: after the user base exceeded 150 people, the atmosphere and emotional maintenance began to deteriorate, and there was a serious polarization between active and silent users. Over time, the more people there are in the group, the smaller the proportion of active users will be, and the group will lose its value as a communication platform.

This problem is very representative and most friends who work in core user groups or community operations will encounter it. This problem exists for three reasons:

①150 users are the most difficult to manage

A user group of dozens of people can meet the needs of each member, establish emotional connections with individuals, and then integrate them into a group. For a user group of several hundred people, corresponding management rules are formulated based on the different needs of different groups of people, which is similar to the concept of managing a country.

But 150 users are between the two situations mentioned above, so neither of these two operating models is applicable, and there is no compromise. So from this perspective, management is the most difficult. The "150 people" here is an approximate number, not an exact critical value.

②The more people there are, the greater the difference

There are few people in the group, the topics are focused enough, and the culture and atmosphere are easy to maintain. As the number of people in the group grows, interests and concerns begin to disperse, leading to unfocused communication. Active and silent users also began to polarize, with a few remaining highly active and most blocking group messages.

With the dispersion of interests and polarization of activity, it becomes extremely difficult to manage. It can even be said that the group is "dead". There is no compromise option in dealing with such a situation, and the operator is almost helpless but to take precautions in advance or make a comeback under a different name.

③Intimacy will not expand

In a user group, emotional connection between individuals is very important. Making more friends and communicating with more like-minded people is the meaning of the group's existence. But the paradox is that everyone’s social circle is limited, and intimacy will not expand with the expansion of the crowd.

For example, when you are having dinner with six people, you can ensure that everyone is talking about the same topic and you can maintain communication with others. But if you have a meal with sixty people, multiple small groups will automatically form, and it will be impossible for everyone to discuss a common topic.

The above three points are the reasons why the growth rate of the user base has slowed down and the activity has decreased. Faced with this problem, you can try to solve it with the following ideas.

We will leverage the initiative and resource advantages of existing active users, and encourage them to establish their own interest groups by providing official support such as authorization, publicity and promotion, material rewards, and management training. Under this model, users no longer think of themselves as working for the government, but rather as working for themselves, transforming the previous "king-subject relationship" between the government and users into an equal, mutually supportive and cooperative relationship. This fundamentally mobilizes the enthusiasm of users, enabling them to voluntarily give up their time and resources and devote themselves wholeheartedly to the operation of interest groups.

Assuming there are 50 such interest groups, and each group recruits 20 members, the cumulative number of people will be 1,000, far exceeding the 150 people officially operated. In addition, since the size of each group is small and there are dedicated people to manage it, the activity level will be higher than the official user group. According to this model, 50 interest groups can be expanded to 100 or 200, and the total number of people accumulated will be a considerable number.

The above operating model solves the problems of slow growth and low activity in the user base and becomes an advanced model of centralized operation. It will not be discussed in detail in this article.

Finished writing.

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