A brief discussion on seed user operations before and after product launch!

I have been wanting to talk about the seed user operations before the product goes online for a long time. I have been holding it in for a long time, and now I can finally talk about it. Let’s briefly talk about the operation of seed users before and after the product is launched.

1. How to introduce seed users before the product goes online?

Before the product is launched, the users introduced can only be placed in the group first. There are two ways of introduction: invitation and recruitment. Invitation is by "request", recruitment is by "attraction". But from the perspective of operational execution, it is very important to package a project that attracts users based on product functions and present it in a form that users are interested in.

2. How to manage seed users after introduction?

Step 1: Build an organization

Because there are no products, we can establish a virtual organization, set group rules and announcements, entry thresholds, member rights and daily activities, and tell everyone about the products that will be launched in the future. It makes people feel that this is a serious, organized and standardized matter, with a sense of ceremony, and not something done casually, so they will take it more seriously.

Step 2: Plan your event

In preparation for the next step of user introduction, a gimmick is needed to attract the other party to join. You have to think of a good reason to get others to join. After all, just creating a group is not very attractive. At this time, you can organize some activities in the group, which are gimmicks. There are two types:

·Benefit type. For example, in the "Must Die" competition, you can participate in the selection by submitting your work to the official (because the product is not online yet), and the top three will receive shopping cards, cash coupons, etc., or red envelopes, which are purely profit-oriented.

Attract with privileges. What is communicated to users is that they will become the first users or VIP users after the new product goes online and will be able to enjoy several privileges. Using "trying new things" as a gimmick can attract a group of people who are interested in new things and are experts in each field. Perks can be packaged even without substantial functionality. For example, "green channel privileges, direct communication with officials", "priority processing of orders", and "Taobao's lightning refund" are what every product can do in the early stage of launch.

Step 3: Invitation copy

Find out the platform where your target users are located, such as finding influencers on Weibo, finding Internet industry professionals on Zhihu, etc., write a short, clear, and sincere invitation copy, and send it to users one by one. You don't need to say too much or introduce your name. After saying hello, get to the point quickly. Briefly tell the other person what they need to do and what they can get. Make sure your sentences are fluent and unambiguous, cover all the factors that the other person is concerned about, and try not to ask questions a second time.

·For different users, you can slightly change the copy. Users are not stupid. Many of the people you are looking for may have been invited many times before, and they will be able to tell at a glance from the mass message copy. The most important thing is not to make mistakes in writing key information such as name, title, gender, etc.! Don’t let people know at first glance that you are sending a mass message, as that would be boring and insincere.

Step 4: Optimization and adjustment

All of the above links will encounter many problems during the actual operation process, which is normal and needs to be continuously optimized and adjusted during the implementation process. Some links have a lot of room for optimization.

For example, when we are introducing users, we use two different copywriting to send messages to the same group of people to communicate user feedback, what users responded to, what they are worried about, what they don’t understand, and so on. Learn from experience, avoid shortcomings, then revise the copy, adjust the release time, reorganize the target audience, etc. Because all these measures are just expectations, the feedback from every small step is particularly important because it is real.

3. How to keep the group active?

Step 1: Management

As the community recruits new members, you can start building a management team. A management team should, first of all, be people who strongly support you and your product; secondly, have time; and thirdly, be people who are good at communication, have high emotional intelligence, and can withstand pressure.

Management team composition:

·Manager, you are the "founder" of this group, and the administrator is the "professional manager". In the future you will definitely have to gradually retreat to the second line, and the group will be managed by him, so you have to start helping him build up his prestige and voice.

·The organizer is responsible for daily event planning. He should be a creative, active and interesting person, and his writing skills must also be strong.

The Q&A person is the administrator’s assistant and right-hand man. The biggest workload in the group is answering questions. Every time a new person comes in, the question answerer is responsible for breaking the ice and solving any questions at any time.

Step 2: Be Active

The difficulty of the seed user group is "no product, just chatting". If users feel that there is nothing to do, they will gradually become less active, and even after the product is launched, it will be impossible to convert them.

Topic discussion

The members of the group are gathered together because of a common attribute, so they must have the same hobbies, which is the most attractive point. You can initiate a topic discussion every day, with one user responsible for selecting topics and sharing. Share your own views first, then raise questions and guide everyone to discuss. This is just like the “check-in” feature on many products, allowing users to say a few words every day and slowly develop a habit. In this way, group members will gradually become familiar with each other, cultivate a community atmosphere, and more importantly, have a deeper understanding of the products and brands.

Polls

Which of the following features do you most want? By guiding users to participate in this kind of survey with a low threshold and adding a few screenshots, you can gradually cultivate users' awareness of the product. Through some guidance or option settings, we should be able to find a way to ensure that the feature with the most votes is in the version that is about to be launched, so that users will feel more involved. How can we not support a product that users themselves have participated in designing?

Online activities

Based on the core functions of the product, some online activities are initiated, but they cannot be implemented on the product. Instead, they can be implemented through other forms. For example, the core function of a movie app is to write film reviews. You can initiate a film review writing activity with prizes and send your submissions to an email address. This can be achieved. There are many ways to implement it live, QQ group forums, Tieba, and public accounts can all be carried out, and the operation is also convenient. The advantage of online activities is that users are making similar contributions before the product is launched. Once the product is launched, it will be easier for users to contribute and they will have a natural liking for the product.

The above three methods can be transformed into various different activities. The time should not be too long. With the assistance of the management team, the desired effect can still be achieved.

4. How to operate after going online?

Direct your seed users to the newly launched products. The normal situation is that users are like hungry birds, opening their mouths to ask you for the download link of your app. There are a few things that need to be done:

Training. After the new product is launched, it is still relatively unfamiliar to users, even though they have seen the UI before. Therefore, we need to constantly answer questions in the group and train them on how to use and operate it.

Collect feedback. You can collect the usage experience, suggestions, complaints, and approvals of seed users and submit some feedback.