Why do you want to be a core user? What is the ultimate significance of core users? First clarify the purpose, then the rest will become the means.
1. Why can Internet products attract so many users?First, the content is high-quality . And the core users are often the producers of these contents.Second, after the product is developed, it is launched online and then differentiated operations are performed. After operating for a period of time, you may find that some users have moved on and cannot remain active, but the core users are content producers, so new content will definitely bring new activity.Third, management . After the product has been operating stably for a period of time, for example, operating a helicopter, there are few staff members but many user-related issues to deal with. At this time, some users are needed to help with management. As for what kind of users' management will other users be able to accept? They must be influential core users.2. What are core users?Core users have an in-depth understanding of your products, have a certain degree of stickiness in using the products, and have established a certain degree of brand loyalty. They will often report problems encountered when using the product to the official, and are happy to share the product with other users - core users determine the temperament of the product .For example, Sina ’s core users are big Vs , celebrities, opinion leaders, etc. After they produce topical content, other users come to consume it. For example, the community-based Changba , its core users are the singing masters promoted by Changba. The core users of the e-commerce platform Meilishuo are some fashion influencers who are good at dressing up.Precisely because we have core users, users who regularly consume content, the content produced by core users is very critical, which is why we focus on core users.3. What are the typical characteristics of core users?
Can produce high-quality content for the product.
It has a certain influence and can affect user activity.
Have certain organizational and management skills.
4. How to acquire core users after knowing who they are?This group of users may not be the early users, nor are they those who have great influence in a certain field, and they may not be the users who contribute the most to the paid part of the product. However, they may use the product in depth and be willing to participate in official activities, so they will play a very important role in the continued operation of the product.First of all, we must grasp the core user needs . Why do users need to become core users by producing content for these products? Because he wants the content he produces to be recognized and his personal influence to be enhanced. In addition to contributing to the platform, you also need to get certain benefits. Only when this prerequisite is met can you become a core user.Next, how should we operate according to his needs? If users want to produce content that is recognized, then they should be given special recommendations, such as the experts featured on the cover of Changba. Users will continue to produce and share content only when they receive attention on the platform.If a user wants to increase his personal influence, then give him the power. For example, some communities have moderators and senior moderators, and there are several levels above them. So when he has certain rights and is recognized, he will have a sense of responsibility and his personal influence will also be enhanced.Many big Vs feel that they are the soul of the platform. As long as they are there, fans will come. The platform's attention and key recommendations on them will have a snowball effect. The content attracts users, and a large number of users pay attention and settle down, which will continuously and constantly satisfy the inner needs of core users.Now that we know the needs of our core users and how to satisfy them, how do we attract them?User operation requires users before operation. Cultivate users on the siteFor new users attractedby the channel , the 80/20 rule can be used to determine whether they have the potential to become future core users and whether they can be cultivated into core users. How to screen using the 80/20 rule? For example, among a thousand new users, look at the most active one among the first 200 users. For example, in a section, the same user may be posting in the first two sections. In this case, you can judge that he is a potential core user because he is willing to spend time on your product and hopes to get attention.After screening, certain training needs to be done to determine whether the user is a leadership type or a content contribution type, which requires guidance from operations personnel. You can tell him what the right direction is, and keep encouraging him as long as he is moving in this direction, and he will continue to move in this direction.5. Focus: User Management Team1. Team StructureFrom the basic hierarchical relationship point of view, they are definitely junior administrators at the beginning. After a period of maintenance, intermediate and even senior administrators will be selected from them. The most core and top-level ones are definitely user operation personnel. When you are an operator of a product with sales of 100,000 or 1 million yuan, it is unrealistic to ask you to solve all the trivial matters, so the user management team becomes particularly important at this time.2. Build a user management teamIn the process of exploring core users, when you find that some core users have strong leadership capabilities, you need to find ways to cultivate these users, build the entire team framework, and then follow this process:Recruitment → Admission → Employment → Assessment → Reward/EliminationThe entire process is cyclical, just like normal internal company managers, and these administrators are given as many community rights and virtual benefits as possible to meet their inner needs.3. User team maintenanceUser team maintenance is mainly divided into online activities and offline activities , which are of many types, but have only one purpose, which is to maximize the value of the user management team.These may be activities organized by official operators, but the authority can also be delegated to managers to allow them to organize activities on their own in the name of the official. For example, if an activity is initiated by a certain section, and the official sponsors some gifts and lets him know that he is an important member of the community, he will have a strong sense of mission.The purpose of offline activities is the same. Take the city meeting as an example. Each city sets up a city webmaster and gives him some official gifts to organize the event. The managers will have a sense of belonging, and the people who come to participate in the event will also have a certain sense of belonging .Once core users have established a shared emotional connection with official operations staff, they will develop a different feeling towards the product. Some operations staff are confused as to why someone suddenly goes to a competing product even though they have formed a team according to the procedures. The main reason is that he has no emotional connection with the official management team.Therefore, you should spend more time communicating with these core users to see if their needs have changed, and if so, whether they can be met through products or operations. Even if you cannot satisfy him, you must let him convey his ideas and let these core users understand their importance.
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The author of this article @Cai Gen Tan Network Marketing PlanningCompiled and published by (Qinggua Media), please indicate the author information and source when reprinting! Site Map
