How can low-frequency App operations improve user activity?

APP operation and promotion should be carried out in a targeted manner at different development stages; APP operation and promotion are nothing more than attracting new users , activation, promotion, retention and other issues; and when APP operators operate APP, they are nothing more than four major aspects: APP content operation , APP activity operation , APP user operation , and APP channel operation; so how can low-frequency App operation improve user activity?

Q: What exactly is the concept of community operation? Is overseas shopping more suitable for community operation?

Answer: Community operation is traditional operation. The work direction includes the operation of activities, brands, users, content, and channels. The only difference is that the product object operated is the community, such as Zhihu, Baike , Wenku, Tieba , Forum, Mop, and Maimai.

Is overseas shopping more suitable for community-based operations? All we can say is that the transformation from community to e-commerce has been proven to be the right direction by a certain cross-border e-commerce community. Personally, I think the community should not be the ultimate solution for overseas shopping e-commerce.

The essence of overseas shopping e-commerce is still e-commerce. Well-known domestic e-commerce companies such as JD.com , Tmall , and Taobao did not start from communities, but instead carried out differentiated operations in business models , categories, activities, logistics and after-sales, and capital operations. To give a more recent example, Yangmatou, which transformed from cross-border logistics to overseas shopping e-commerce, is currently doing well.

Q: The main purpose of content operation is to attract new users and retain existing users. So how should we choose content?

Answer: The purpose of content operation is to attract new users, retain users, and commercialize. Different products have different content formats, but the principles that need to be considered when selecting content are common.

1) Not pornographic, illegal, or counter-productive.

2) What users like, you like.

3) High quality pictures and texts, scarce.

4) High interaction.

5) It is time-sensitive.

Q: After a product is established, there will be many marketing events during the promotion process, such as the 300 Spartan warriors of the fruit salad not long ago. What is the relationship between vulgar marketing and product tone?

Answer: There is no necessary connection between vulgar marketing and product tone. It mainly depends on what the starting point of the marketer is at the time. Sometimes, a product with a high-end tone will lower its status and become "vulgar" to attract attention. For example, some time ago , Alipay's life circle live broadcast of beautiful women taking photos, and topless car models at large auto shows.

To borrow Li Jiaoshou 's point of view, in addition to considering the product tone, correct event marketing planning also needs to think from four dimensions: strategic focus, positioning key competitors, leveraging strengths and avoiding weaknesses, and tactical coordination.

Q: I would like to ask what is the most important part of content operation and what qualities should be cultivated? How can a newcomer embark on the road of operation?

A: The most important part of content operation is dissemination, which is also easily overlooked by many content operators!

To cultivate a framework of logical thinking about content, the most fundamental thing is to think clearly about the basic point to be disseminated, and around this point think about what kind of distinctive and newsworthy content is needed to support it, and then to explore or plan the corresponding content, and finally combine different communication channels with different presentation methods to package these contents.

For example, in order to embody the basic point of “global shopping” on Tmall International’s Double Eleven today, content operators need to discover specialty products from 11 countries and package and disseminate them through special pages, videos, comics, audio, and other means.

For content operation, you can start from editing. For brand and event operation, you can visit 4A portals such as AdChina, Meihuahua, and Top Copywriting more often to collect some case studies and references to establish a thinking framework for brand communication.

Q: When a product is not mature enough but is eager to be launched, what should you do if you encounter many problems when operating the product ?

Answer: It is the right idea to not work in isolation, to solve problems with problems, and to use the market to improve products.

Some problem handling mechanisms can be formulated in advance. Technical problems such as crashes and garbled characters should be followed up by technology, problems such as missing processes and functions should be followed up by products, and problems such as poor content quality and low activity should be followed up by operations.

There are many problems with newly launched products. Here we recommend that you prioritize and deal with the problems that must be solved. Non-essential ones can be compensated for in other ways.

Q: When developing a product, when does the operational thinking come into play?

Answer: The earlier operations are involved in product development, the better. Operating at the product level can reduce your operational pressure.

Let’s take an example of time-sensitive operations. As an operator, how can you intervene in the product earlier? In the product design stage, let the technology leave Easter egg interfaces such as post boxes, reply boxes, special effect keywords , etc. When working on timeliness, you can directly use these interfaces to carry out many fun activities, such as the Tmall keyword special effects on Double Eleven.

Q: I feel helpless when I start to operate the community. In addition to holding various activities, are there any other ways to activate users?

Answer: Activities are the most effective way to increase user activity, but operations can also do some work at the product level.

1) Turn effective activities into scenarios and fix them into products to reduce the cost of event planning .

2) To increase user activity, low-cost interactive features such as likes can be placed in the most prominent position.

3) Plan interactive activities and turn their frequently used interactive activities into tools based on user behavior data, such as PK posts, voting posts, live broadcast posts, etc.

Question: For an app that users use infrequently, what methods should be used to increase user activity?

Answer: Making an app based on users' low-frequency needs is an inappropriate choice. For example, a used car app is something that users will only download when they plan to buy or sell a car. When their needs are met, they will basically choose to uninstall the app, not to mention allowing it to actively post.

In order to increase the activity of low-frequency app users, in addition to the traditional sign-in lottery, I have two suggestions. First, embed the services you provide into high-frequency apps, such as WeChat service accounts and Baidu direct accounts, to reduce the cost for users to use the services. At the same time, you can increase user activity through the push system of high-frequency apps. Second, to extend the product value, taking the used car app as an example, it can provide some functions that car owners often use, such as checking violations, communicating with car owners and other content services.

Question: How to perform data analysis when there is little user data in the early stage of cold start ?

Answer: In the early stage, you can conduct daily analysis of data in the following three directions: month-on-month, year-on-year, and comparative.

1) Behavioral data, including sharing, commenting, liking, step length, forwarding, and duration of stay.

2) Channel data, including download volume, retention rate , conversion rate , and 7-day retention rate.

3) Product data, product hot spot analysis, and data comparison before and after iteration.

You can also conduct thematic data analysis based on data usage scenarios. For example, if you want to explain to investors that your product is currently developing very well, in addition to sorting out the data of your own products, you can also conduct a comparative analysis with other similar products.

Q: Based on operations, aside from enterprises, if it is personal self-media , what channels can be developed?

Answer: Personal self-media content is the foundation. Choose a core position that suits you based on content needs. For example, if you are a forum owner who likes to write entertainment gossip, you can choose Tieba as your core position. Around this core position, build a content output matrix and synchronize these contents to the platform where your target audience is located. Taking my public account "Product Rookies " as an example, the content is positioned as operational-related dry goods . The core position is currently WeChat . The content output matrix includes Renrenshishizhanzhan , Internet Morning Reader, Mantou Business School , Toutiao , Maimai, Shuying.com, Internet Analysis Salon... as well as subsequent e-books, online courses, paper books, etc.

Q: How to successfully activate dead users? How to successfully attract users back after they leave?

Answer: Define how many days a user has not logged into the product to be considered a dead user. For example, Tieba defines users who have logged in for 30 days as lost users.

To recall lost users, it is necessary to conduct user churn analysis. If the loss is due to functional reasons, you can use the copywriting of the improved version. If the loss is due to content reasons, you can recall it through the content that the user pays attention to. It may also be that the user is too busy at work to forget to log in, so you can recall it through the dynamics of his friends. Currently, the most effective and lowest-cost recall channel should be text messages that cost only a few cents each .

Question: I am new to the operation field. I have no experience and I am not a graduate of this field. I don’t understand many things. How can I improve and enrich myself? What books should I read? Please recommend some to me.

Answer: As a new operator, there are many things that you don’t understand. After your leader assigns you work, it is recommended that you do not jump into execution without thinking through the entire process. You can first search for the problem you want to solve on platforms such as Baidu, Google , Zhihu, and AdChina. After all, these problems are experienced by others. You can refer to their experience and avoid being scolded less.