Operations: Where is the entry point to find accurate users? ?
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one. Definition and classification of users 1. Definition of User A user refers to the user of a certain technology, product, or service, or a person who uses a certain product. (Although the definition is very simple, the simpler the concept, the more important it is to figure out its meaning. The key word here is the people who use a certain product.) 2. User Classification ● According to importance, they can be divided into three types: users, target users , and core users. Users are people who use a product. Target users are potential users of a company's products or services. Core users are the product’s most core target user group. For example, some installment payment applications for college students are very popular now, so people who use this installment service fall into the definition of their users. Their target users are college students. Students in college who have the need to shop online and consume bulk commodities are the core users. (Because some students who do not have the purchasing power or are not willing to shop online will not use their products.) Now that we are talking about target users, we have to talk about seed users . There are three main differences between target users and seed users. 1. Have you used the product? People who use your product are your seed users. 2. Whether to provide product feedback. Seed users are willing to continuously provide feedback on the product to help optimize it, but target users may not necessarily give feedback. 3. Are you willing to share and spread the product? Seed users can help spread your product better and are willing to introduce your product to their social circles. However, the target users may just use it up and there will be no sharing or dissemination process. Judging from these three differences, the target users are actually groups that will use the product, but the core of the seed user group is that they will continue to provide opinions on the product and are willing to share and spread it. This is why many people hope to attract some seed users in the early stages of a product when they are making it. ● According to the level of activity, they can be divided into three types: active users, lost users, and retained users. An active user is a user who has taken any action on a product or service within a period of time. If divided by time dimension, it includes daily active users (DAU), weekly active users (WAU) and monthly active users (MAU). This is the definition of an active user. Lost users refer to users who have not opened a product or service within a period of time, with a definition of 30 days, 60 days, or 90 days. If after such a long period of time, the user never comes back, we can determine that the user has been lost. Lost users are also classified according to product features. The period for social applications is relatively short, but the interval for some low-frequency applications may be longer. Retained users are users who started using the app at a certain time and are still using the app after a period of time. Retained users is actually a concept relative to lost users. If a user uses our product again after a long time after using it, it means that he is not particularly active. But in fact, this is a retained user. If there are a lot of retained users, we have to think of some ways to convert them into active users. In fact, in addition to these three types, there is another type of user, which is the recalled user. It is also a conversion issue. After the user is lost, he is recalled and may be converted into an active user, or he may continue to be lost and may never be recalled again. He may also not be particularly active after being recalled. ● According to conversion, it can be divided into two types: users and customers. Users are the people who use the product. Customers are users who are willing to pay for various value-added services of the product. For example, if we use QQ, we are users of Tencent, but if we are willing to purchase QQ membership, etc., we become Tencent customers. This concept is very important. There is a very important point in Internet thinking, which is whether it is possible to acquire more users for free. Based on a massive user base, we attract users for free and then launch some value-added services. In order to have a better product experience, users will use the value-added services. This is a free way of playing commonly used in Internet thinking. This method can better record the number of users. For example, many sharing platforms now first attract users through some free open classes. If users think it is good and want to continue learning, there may be paid courses in the future. It is the same concept. 3. Definition of Product Operations Product operation is a general term, not a category. At present, different people have different views on the definition of products. For example, Mr. Zhang Liang’s definition is, “I believe that all means that can promote products, promote user usage, and improve user awareness are operations.” Mr. Zhang Yu is afraid of the dark said, “Product operation is based on Internet products, using the lowest budget, the best path, the most efficient execution, and the most effective means to attract a large number of loyal users, establish product competitive barriers in the market, and ultimately achieve product market success.” All of the above statements make sense, but they start from different perspectives. Some start from the value of operations, some start from the difference between the Internet and traditional operations, and some start from the role of operations. Each definition can trigger everyone to open up a new perspective for thinking. What exactly is operation? All work closely related to product production and service, user-centric, and involving human intervention is collectively referred to as operations. We can find that product operations often revolve around three elements: products, users and operational methods , and these three are closely related. If there is no product operation, it is basically a castle in the air and it cannot be called operation at all. Without the intervention of operational means, it is difficult for the product to grow and develop. If there are no users to use the product, then the product is meaningless. These three goals form a stable triangular relationship, supporting a virtuous cycle of development among products, operating methods and users. For example, taking the activities of Duiba, it is actually more of an operation. Duiba organizes an operation sharing course and requires many teachers to communicate with everyone. It is more from the perspective of a live event. However, if you have a deeper understanding of the meaning, such as gathering users through activities, and then having some interactions and benefits for users, then from this perspective, it is user operation . 2. 5 ways to quickly understand users As a user operator or operator, understanding users is a very basic and important job. There are five ways to quickly understand users. 1. Communicate well with users Multiple ways. One-on-one, group chat, in-depth interviews, communicate with users in different ways and depths. High frequency. Communicate with users at any time and keep in close contact, so that you can better understand their real needs and ideas. As the saying goes, firmness leads to enlightenment, while bias leads to darkness. In addition to communicating with users, you can also try to understand the user demands of competitors. The usual practice is to sneak into some user communication groups of competitors, or find out what the user attractions of competitors are, what features of competitors' products users particularly like, and what their opinions are on competitors, etc. Because users often do not reveal their true thoughts within the user group of their own products, but on other platforms, users may be more willing to express their true inner wishes. 2. Perform data analysis Product data analysis to understand user preferences and attributes. For example, Toutiao is a media resource platform. By analyzing its reading conversion and sharing, we can know what kind of users and content are popular on this platform. The correlation analysis between user activity and different contents within 24 hours can show which time periods and contents are more popular with users. Questionnaire survey, quantitative analysis of user data, and understanding of user characteristics. The key point is that the sample size should be large, the coverage level should be comprehensive, and it should include users of different levels and categories of the platform. 3. Understand User Profiles User research collection. User portrait collection is completed through analysis such as collection, modeling, and labeling of user data. Industry data analysis website. For example, tools such as Baidu Index and Alibaba Index are used to classify user groups by attributes. For example, if you type "Toutiao" in Baidu, you can see some basic attributes of its web pages, such as gender, proportion, age and other distributions, and get data for reference. 4. Interpret industry reports Understand the common characteristics of users through interpreting industry reports. There are some websites that publish industry reports, such as iResearch Big Data Analysis and Penguin Think Tank. These industry reports cover a wide range of industries, including the gaming industry, video industry, new media industry, etc. There are also emerging or traditional industries, as well as some characteristic analyses of users of different age groups. Another benefit of reading these industry reports is that it can help us establish a global perspective and quickly understand the general characteristics of users in the industry. In fact, when doing operations, the closer you get to the end, the more it depends on the operator's pattern and vision. For the same problem, ordinary people may solve the problem end-to-end, but as a senior or experienced operator, you may solve the problem from a higher perspective and in a systematic way, or use industry cases to support your thinking. This is very helpful for everyone's improvement. 5. Deeply imitate users Simulate users to experience the various functions of the product, thereby imitating the users' psychological feelings and understanding their real demands. There is a joke about a lunatic in a mental hospital who often thinks he is a mushroom. He always holds an umbrella and squats in the corner. He doesn't eat or sleep well, and the doctors and nurses can't call him back. One day, a doctor also held an umbrella and squatted with him for a long time. Suddenly one day this lunatic stood up, took down the doctor's umbrella and said, "You have sprouted and are still growing here. You are such a stupid mushroom." From this joke, we can see that it is very important to imitate the users' psychological feelings and understand their real needs. 3. 16 ways to attract new users 8 free methods ● App store first release recommendation ● Entrepreneurial media coverage /reporter interview ●Founder platform recommendation ●Acquaintance communication ● Baidu search optimization ( SEO ) ● Social media operation ●Resource exchange ●Internal test user community 8 payment methods ● Event planning ●Press conference ●Paid advertising ● KOL recommendation ●Soft article promotion ●App ranking / ASO ●Vertical forum ● Offline promotion 4. Operational ideas for activating and retaining users 1. There are three main steps to promote retention: Find out why your users are churned. You can communicate with users through research methods, including questionnaires and interviews, to find out how they churn away from your product. Fix the churn issue. Haven’t identified the pain points? The product has many bugs and the experience is poor? The design style is not good looking? Doesn’t conform to user habits? Message notifies the user. Find these problems and inform users that optimization has been made, then observe the conversion effect. If the conversion effect is not good, you can make more attempts and explorations. 2. Operational methods to activate and retain users: Remind users at appropriate times. When a product is updated or an activity is launched, remember to use in-site messages or other methods to guide users back to the product. User stratification operations. Users are stratified based on their attributes and product data performance to arrive at personalized operations and stratification. Push accurate information to different users to promote user retention . User growth system. Based on the user's performance, let him gain corresponding points through certain behaviors, establish an effective user points system , and promote user activity through level promotion. High-quality content accumulation. Social relationship sedimentation. It meets human needs and promotes active user processes. This is also the reason why many products want to be social. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @Operation Helicopter Compiled and published by (Qinggua Media), please indicate the author information and source when reprinting! Site Map |
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