A case tells you how experienced operators manage users!

Do you often feel that you don’t understand your users?

Your activity plan and rewards are obviously very good, but why don’t your users buy into them? Looking at the activities of competitors, there are always many users participating enthusiastically.

Do you feel a bit of despair?

However, you don’t realize that other companies’ operations have at least one ability that far exceeds yours, and that is the ability to manage users.

Manage users? What the hell is this.

Come and see the secrets of managing users.

01 Understand the user’s high points and sensitive points

If you want users to cooperate with your "performance" and hope to have better data on attracting new users , retention , conversion , activation, etc., you must at least know what your users like so that you have something to talk about.

Not long ago, I joined a WeChat group for gaming exchanges. The group assistant likes Hearthstone and Onmyoji , and is not interested in anything else. So he spends most of his time sharing information about these two games in the group. More than 70% of the group members are players of Honor of Kings , which results in a very high rate of group unpopularity.

Therefore, you must have a deep insight into the preferences of users, do not let operations become a reflection of personal will, and do not impose your personal preferences on users.

Do you really understand your users?

A good friend told me a joke. His boss wanted to launch a paid version of the product, where users could pay to be permanently ad-free. So the product manager conducted a user survey and found that there were quite a lot of users willing to pay. Then, after the paid version of the product was launched, it was discovered that those users who had said they would pay rarely purchased the paid version of the product…

Tencent has the famous “Thousand, Hundred, Ten” rule, which requires each PM to read at least 1,000 posts, 100 blogs, and conduct 10 user surveys every week. The goal is to make the product better understand user preferences, become friends with users, and base everything on user value.

In addition, why does NetEase have so many excellent products?

In addition to the relaxed KPI system culture, NetEase executives not only formulate strategies, but also leave the specific product development and operations to the middle-level management, because the middle-level management understands what users want better, which is still very good.

02 You need to learn to manage user expectations

The Kano model is a model for demand classification and prioritization, which divides needs into five categories: basic needs, expected needs, exciting needs, indifferent needs, and reverse needs, which well illustrates the user satisfaction.

We always say that a good product should exceed user expectations. In fact, how you exceed expectations depends on how you manage user expectations.

You don't want to raise users' expectations at the beginning and then disappoint them . For example, we recruited 100 precise seed users during the internal testing of the product. At that time, the product only had basic core functions, the user experience was not very good, and the seed users reported a lot of problems.

In order to retain this group of seed users, we boasted at the beginning about how we would improve the product and add new features within a month. Later, due to limited technical resources and slow product iteration and updates, seed users felt that we were fooling them and their interest in the product dropped significantly.

The most rational approach is to meet users' basic expectations and strive to exceed them.

What does it mean to exceed expectations? You need to see how users’ demands are being met at this stage.

For example, after I used shared bicycles to meet my riding needs, only Mobike allowed me to receive cash red envelopes, which was beyond my expectations.

For another example, after I use a music player to satisfy my music listening needs, only NetEase Cloud Music ’s personalized recommendations can truly “understand me” and allow me to listen to songs that I have never heard before but that make my heart beat as soon as I hear them.

03 Categorize your users and then prescribe the right medicine

Did you find it? Each product has several different types of users. The classification criteria can be based on personality, payment status, activity level, growth cycle, etc. The specific classification depends on the attributes of the product.

Didi is very precise when it comes to user subsidies. It divides users into price-sensitive and insensitive users based on the proportion of coupons used in their order behavior. For insensitive users, subsidies will be reduced because they will not be able to perceive the ten yuan subsidy at all. Sensitive users can significantly increase their taxi-hailing activity when there are subsidies.

The operation of NetEase Games will divide players into big R, medium R, small R and non-paying players according to their spending in the game, and set up a special customer service team to serve the special needs of big R players.

This is the so-called "tiered operation", where different operation strategies are formulated after classification to meet user needs.

Operations require high efficiency and input-output ratio. Good operations will invest most of their time in creating high-value users. After all, 20% of the core users of most products create 80% of the value.

For example, less than 20% of people answer questions on Zhihu, and 80% of people are just watching.

For example, 20% of the local tycoons who gave tips to Inke’s live broadcasts contributed nearly 80% of the revenue;

For example, 20% of the video uploaders on Miaopai are the main force behind 80% of the high-quality content.

04 Operation Case Sharing

Product A is a game live streaming platform with over 30 million registered users and around 5 million daily active users.

User classification, the product has four core users

Category 1: Celebrity anchors

They have high abilities in gaming, interactivity, and attracting fans. They are the core output of high-quality live streaming content. Live streaming platforms need to retain these anchors to attract more users.

Category 2: Ordinary anchors

Most anchors belong to this category. They don’t have the glamor of star anchors, but they want to be recognized and are also eager to realize their dream of becoming a star through their own efforts.

The content of their live broadcast rooms is quite diverse, and you can often find some interesting live broadcast rooms. In addition, they will choose to join guild organizations and be active in groups to find a sense of existence and belonging.

The third category: fan users

The content consumers in the live broadcast room are the largest group of Product A. Many users will continue to follow celebrity anchors or their favorite anchors, join their idols’ fan groups, and continue to interact on Weibo and in live broadcast rooms.

Category 4: Live streamers for their own entertainment

These users are attracted by the tool nature of live streaming and occasionally do it for fun, and the live broadcast time is very short.

After classifying users, we will formulate a user incentive system

The first type of star anchors need continuous exposure and further development. We use banner recommendations, soft-article promotion , celebrity competitions and other methods to give them more exposure.

In addition, at that time, many game video up-loaders were invited from Youku, Tencent, Bilibili and other channels to live broadcast, with a fixed basic salary as a reward, and several high-quality up-loaders were successfully trained into star anchors.

The second type of ordinary anchor needs to be recognized. The official has established a guild management system and incentive measures to allow ordinary anchors to receive emotional and material incentives in this large guild organization, so that they can continue live streaming better.

At the same time, we can discover more distinctive content from the live broadcast rooms of ordinary anchors, and provide them with timely traffic exposure opportunities and "vest interaction".

For the third type of users, fan-type users, we need to help them establish connections with their favorite celebrity anchors. In addition to increasing the exposure of celebrity anchors, we also regularly hold fan meetings for the anchors, customize idol-related T-shirts, etc.

The fourth type of anchors who enjoy themselves should be transformed from light users to heavy users.

The operating strategy of Product A is formulated according to the above user classification, and different user incentive methods are introduced to continuously increase the activity level, bringing the product into a virtuous circle.

Conclusion

Managing users is easy to say, but in fact, users are difficult to manage. The longer I work in operations, the less I realize I understand users. Each user is a different person, which means it is difficult to guess what emotions they have when using the product and what they like.

When facing the rising young generation born in the 2000s, I sometimes really can’t understand why they like products born in the 2000s such as Paipai and Zuiyou . This is also my anxiety. I don’t know what they like.

Try to reach out to users more often with empathy, just like Zuckerberg . Zuckerberg wants to connect the whole world, and in 2017 he set himself a small goal: to travel to all 50 states in the United States. He hopes to have the opportunity to personally interact with more ordinary people and learn about their lives, work, and visions for their future.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @Levin compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map