3 tips to teach you how to easily build a user operation system!

1. Opening

What is important in operations is a way of thinking. Everything around you can be thought of with an operational mindset. Let me give you two examples from small things that happen around us.

The first thing is that I’ve been a bit busy these two days. My new book, Super Operation Skills, has just started selling, so I have to do some promotional work. The idea of ​​promotion is to use a relatively large and accurate platform, so Zhihu is one of the platforms. So this Zhihu live sharing came about. Promote the book by showing up on the Zhihu platform. This is a bit like when artists go on variety shows when they release an album or a movie . But rest assured, I guarantee that the content has been carefully prepared and is unreserved.

The second thing is the sharing itself. You can think of this sharing as a product, the audience is my target audience, and I need to focus on these issues. First of all, what kind of people are you and what are your characteristics? Secondly, what are your needs and what expectations do you have when you come here? Finally, what can I provide and what is the differentiation?

The above two stories show that when it comes to books and this sharing, I analyze them with an operational mindset, which helps me break down and find the core issues.

Therefore, whether it is this sharing, the content of my public account , or my book, they are actually all talking about this way of thinking, which is a methodology that has been refined and systematized through many years of practice. The purpose of everyone coming to listen to such sharing should be to learn from my experience and learn this way of thinking, rather than coming here to get answers to the confusing problems that you encounter at work during the day.

It's like you asking me, you want to pursue a girl named baby, and asking me how to get her. In fact, I can only tell you how to understand a girl’s psychology and needs, how to satisfy her, what kind of mentality you should maintain, etc. I don’t know Baby and I haven’t studied her, so I definitely don’t know how to do it.

2. Self-introduction

Simply put, my personal experience can be divided into three stages. The first stage is the grassroots entrepreneurship stage, the second stage is the BAT stage like Baidu, and the third stage is the Meituan Maoyan Movie stage. This means that I have worked in companies at three different stages of development and have seen different situations.

The grassroots entrepreneurial stage is actually the stage where I went from being a layman to being ready to enter the industry. This is a stage where I tried hard but failed. I started as my own webmaster, then started a community business with friends, and then joined a grassroots startup. During this stage, I learned the most basic operational knowledge, which was the hardest stage of my career. Although no one taught me and there were no methods, I did learn a lot because of my hard work, and it became my stepping stone into the industry.

The second stage was at Baidu, where I gained two things. One is that I got to know how to play with high- traffic products. Although they are all Internet products, the ways of playing are completely different. This is why some people never recover after moving from a large company to a small company, because the skills required are different. The second is that I learned a systematic way of thinking and operational methodology . When analyzing a problem, I know how to find the key points of the problem, how to break down the problem, and then find solutions one by one, etc. This brought me back from the wild path and supplemented my own operational knowledge system .

The third stage was at Meituan. The characteristics at that time were rapid development, facing many opportunities and rapid changes. The problems faced every week were different. You had to fight every day like a war. You didn’t know what kind of enemy you would face or how long the fight would last, but you just had to fight for your life. Compared with Meituan, Baidu seems too old and moves too slowly; but compared to when it was first started, Meituan has more than enough resources and has a very good foundation. This again requires different skills, as well as the ability to withstand stress.

3. Let’s talk about what operations are

Let’s think about what operations are. If you were asked to define it, how would you give this concept?

There are many concepts of operations. If we want to give a definition, it must be able to cover as many aspects as possible and not be one-sided.

Please think about it in reverse: what would happen if there was no operations in your team? Once the product prototype is designed, the designer designs the interface and interaction, the technology is developed, and it is put on the market, will there be users to use it? Of course not, why would it be possible?

So, let’s try to give the concept and value of operation, which is to connect products and users.

How to connect? Using content, activities, users, brands, etc. These are all methods or channels , and the effect achieved is connection. This is true whether you are a user product or an e-commerce product. For user-related products, the result of the connection is to increase user volume, activity, and content quality. For e-commerce products, the result of the connection is sales or average order value. So I think it is more reasonable to define the product in this way.

4. What is the value of operation?

I'll finish this paragraph quickly because if I were to expand it I could talk about it all night. When facing questions from the boss, you may often wonder what the value of operations is and what my role and status in the team is.

The operational value is: delivering value, building an ecosystem and creating gameplay. I will explain this concept through several cases.

1. Deliver value

2. Build an ecosystem

3. Create gameplay

5. What is User Operation ?

We have previously talked about what operations are and what the value of operations is. Let me first talk about the concept as a whole. Next, let’s start to break down the issue and talk about what user operations are.

Definition of User Operations

The role of user operations

The real value of user operations

6. Build a user operation system

It seems like we have only just gotten to the point at this point, but it’s not, and the previous parts are not nonsense either. Don't forget what I have said repeatedly before, we are talking about the way of thinking, and regarding this topic, we will start from the beginning, from big to small, from broad to specific.

Let me first explain that the user operation mentioned here mainly refers to the C-end, which is more common and the one I am personally more familiar with. Friends who work on the B-side can also learn about it and perhaps gain something from it.

Please put yourself into a scenario where you are an operations manager and have just joined a new company. At this time, you are facing a user-type app. Before you came, the operation of this app was in a state of disorder and chaos, so you plan to re-plan the operation of this product. Since this is an operational product, you plan to start by planning the user operation system.

So how do you analyze this problem? What is your idea? I think it can be roughly divided into three steps: analyzing the product, formulating operation strategies, and conducting effect evaluation.

1. Let’s talk about how to analyze the product first

That is, what is the positioning of this product? If you can answer this question, you will basically have a clearer understanding of this product. It roughly includes four elements: usage scenarios, product forms, target users , and user needs. To put it together, it can be said in one sentence: the positioning of your product is: to meet the needs of certain users in certain scenarios and in certain forms.

You can try to summarize your own product to see if every factor is clear. This will help you sort out your thoughts. Of course, not all of these four elements can be included. For example, there is no need to state the usage scenarios for some products, and only the other three elements are sufficient.

Let’s look at a few cases:

You can also try to summarize your own products. If you can’t answer, you need to see where the problem lies. If a problem trips you up, it may affect your subsequent analysis.

2. Develop operational strategies

No matter what product, there is not just one type of users, but users of different dimensions correspond to each other. For example, B-end users and C-end users, celebrities and grassroots, core users and ordinary users, browsing users and contributing users, buyers and sellers, companies and individuals, etc.

Today we will take user products as an example and go back to what I said above and ask everyone to imagine the scenario. Most situations can be covered by this pyramid . When you see this triangle, don’t rush to say that this idea is old-fashioned or vulgar. Let’s analyze it carefully to see whether it is practical or not.

Let’s first talk about the general meaning of these levels of users, and then we will explain them with cases. Omitted. . In fact, you will find that this pyramid is not only used in operations, you will also find that our social classes are divided in this way. It's roughly divided according to the rich, powerful, and famous people in first-tier cities, the middle class, and so on. It's quite complicated so I won't go into details, but you can feel that this social class exists. Therefore, this is also the most fundamental reason why the user operation system needs to be constructed in this way.

Here are a few cases:

1. Maoyan Movies, details omitted.

2. Let me talk about the product I am currently responsible for. The first layer consists of sports stars, Olympic champions and other professional athletes, and the second layer consists of the top players in extreme sports, who have the best reputation in the industry. For example, Dasheng, the national champion of the Red Bull Parkour competition, and Yu Yin, the skydiving expert; the third layer is content contribution users, who are not so famous, but are also content contributors, and their total number provides great support to the product; the fourth layer is content browsing users.

Therefore, when you get the product you are responsible for, first analyze the product and give a product positioning; then thoroughly research the users, get familiar with the industry, and then stratify your user groups and distinguish them according to the above method. Some may not be able to be divided into 4 layers, 3 layers are also fine. The above is an ideal division.

After dividing into layers, the next step is to clarify three issues: one is what is the definition of each layer of users, that is, what conditions must be met to belong to this layer; the second is what their needs are. Through these two questions, the structure of the pyramid is strengthened, and the distinction and definition of each module become very clear. It is precisely because the people at each level are different that their characteristics and needs are different, which makes it targeted.

Next, let’s take a look at the user group distance of Maoyan Movies, what is the definition of users at each level, and what are their needs.

After the needs are determined, corresponding operational measures will be given based on the needs. For example, if your goal is to increase user activity, you cannot have the same activation measures for all your users. That will definitely not be the most effective. It lacks specificity and will make each group dissatisfied with you, and they will feel that what you are doing is not targeted at them. Just like the Spring Festival Gala, why are so many people criticizing it? Because the Spring Festival Gala is intended for the entire country to watch, and it is hoped that it will be suitable for all ages, so the content is too diverse and the positioning is unclear, resulting in people of all ages or regions feeling that it is not good to watch. This is the consequence of rough operational measures.

3. How to conduct effect evaluation

Effect evaluation is divided into two categories, one is direct effect and the other is indirect effect.

1. Direct effects evaluation is simple in theory. That is, when the project is completed or reaches a certain stage, look back and compare whether the goals set previously have been achieved.

There are several issues involved here. The first is whether the goal was set initially and whether the goal was specific to data. Second, whether the goal is reasonable and whether it is one-sided and short-sighted. Third, the comparison with the goal, whether it is exceeded or not, should not have a large gap. Even if you exceed the goal, if it exceeds by 200% or 300%, it is not normal and needs to be reviewed.

2. The indirect effect evaluation should be emphasized.

When it comes to user operations, there are many effects that cannot be seen immediately. For example, if you do something this week, you may not see direct results next week. To do this, we need to pay attention to the indirect effects, or the influence has a subtle spreading process, which has a rhythm.

Let’s take a more extreme example. For example, if you have just built a community and invited Lu Han on the first day, he will definitely bring you a lot of new users and interactions. Inviting Lu Han is what the operation does, and the new users brought are the effect, which is immediate.

In another situation, you built a community and found a few KOLs in the circle who matched the tone of your content. They began to happily publish content in the community, and the quality was very high and very interesting. But you don’t need to rush to invite a lot of people to watch right away, so create the atmosphere first.

This atmosphere is a kind of community culture, which is difficult to verify with data. So you won’t see such a direct effect in this matter.

On the contrary, if you invite Lu Han but fail to maintain him, he will leave and his fans will leave too, and the previous interaction will be meaningless. But if you maintain the kols and let them create good content and establish the atmosphere, the foundation will be very solid and subsequent development will be more stable.

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