Operation means having a love relationship with users!

My understanding of user operations

Operational work is comprehensive and often not so clear-cut. The foothold of all operational work must be users. Only content operated by user content will be read, and only activities operated by user activity will be participated in. This is why I said that content operations must grasp user psychology when producing content. It is nonsense to talk about the quality of content without considering the users. Also, why event operations must have legitimate reasons that are acceptable to users to launch events, and the event links must be designed with user experience as the core.

Content and activities are the means, users are the end.

User operation is a process of studying users, including but not limited to user behavior , identity characteristics, etc., and increasing revenue, reducing costs, and promoting activity in the user scale. The operator is responsible for the user scale, especially the scale of active users.

The users of a product are constantly changing, some come and some go. User operations first require research and analysis of users to understand what kind of people they are ( user portraits ), where they come from, why they come, where they leave, and why they leave (user behavior). The second is to maintain users, how to retain new users, how to motivate active users, how to mobilize silent users, and how to recall lost users.

User operation is a comprehensive job that involves data analysis , content operation, activity operation, rule operation and products. Data analysis is very important for the overall operation of the product. For user operations, you can only get along harmoniously with your users if you know what kind of people they are, what preferences and behavioral characteristics they have. At the same time, event operations should provide user data analysis to content operations, event operations and product managers , or provide some summaries based on your understanding of users or even thinking from the user's perspective. This will provide some guidance for their respective work and enable more targeted content, event and product optimization. In addition, user operations must also be carried out in accordance with rules. Every family has its own rules and every country has its own laws. You must formulate reasonable rules for user behavior to guide and regulate user behavior so that users can have fun with you. You must also ensure that the content produced by users is in line with the tone of your own products.

—————————– Stand back! Now I’m going to start showing off————————

To users: I have a love affair with you

User operation and user maintenance is communication between people. The key to communication between people is to be attentive. Others will have their own feelings about what you do, just like in a relationship. Two strangers meet, get to know each other, and fall in love. Some people don’t care whether you have a good face or a great figure, or whether you have a car or a house. What is more important is what you give to the other person and what you do for the other person, and whether you can make the other person feel that you care and cherish them. It would be best to be together for a lifetime, but more often than not you will have conflicts, quarrels, and cold wars. Many people can only accompany you for a period of time, and at some point in time some people get off, and there will be no return from then on.

This is very similar to the work process of user operations. User maintenance includes how to retain new users, how to motivate active users, how to mobilize silent users, and how to recall lost users. In terms of emotions, it corresponds to the initial acquaintance period, the sweet love period, the dull cold war period, and the final retention period.

During the initial acquaintance period, whether there is the possibility of further development between the two of you depends on whether you can attract her and give her the opportunity to get to know you. She may know you because of one of your articles or an event you attended, or because she saw an advertisement ( promotion ) or a friend’s recommendation (word of mouth). In short, no matter what the reason, she is attracted to you and wants to know you, and she starts trying to find you and contact you.

What should you do at this point? Should you ignore her coldly (not opening registration or following channels ), make her cross multiple thresholds before coming to you (the registration process is complicated and tests the user's patience), or should you take the initiative to open the door and welcome her warmly (simplify the registration process). Should you ask her to introduce herself first before you respond to her (you can only register for your own product account or ask for too much user information, which is troublesome to fill out and remember), or should you respond enthusiastically if she says she is a friend of a friend (directly authorize login with a social account, such as Weibo, WeChat , QQ). For user operations, you should undoubtedly choose the simplest and least troublesome way to let users come in first. If there are any optimization issues in the registration process, feedback to the product and optimize it as soon as possible.

Now, you have met and started talking, and you have begun to get to know each other (now you are the one pursuing the girl). You should take the initiative to introduce yourself to her, what kind of person you are, what your strengths are, how you would treat her, and what you are willing to do for her (guiding new users, helping users understand product features and usage). Explain everything in a straightforward manner. If she feels good, she will find you more and more attractive, start to like you, and want to be with you ( user retention ).

Next, you quickly entered the sweet period of passionate love.

When you like someone, you have a harbor in your heart. You will want to be with that person all the time. You will think about that person while you are eating, during lunch break, after get off work, and even at work. People will also become talkative. No matter whether they are happy or distressed, no matter whether it is a big thing or a small thing, they want to tell each other everything. It feels like they have endless things to say and endless topics to talk about with each other. (User active period)

At this time, she is willing to listen to what you say, she will support everything you do, she thinks your content is great, and she thinks your activities are great. She will take you out to have fun together, introduce you to her circle of friends , gossip with her friends and tell you about your good points, so that her friends can get to know you. (Word of mouth)

This sweet feeling is like the meeting of golden wind and jade dew, which is better than countless things in the world.

Feelings are mutual. When she is enthusiastic, you should also respond with enough sincerity. Don't just talk and don't do anything. Please fulfill the promise you made in the first place (don't water down the service you can provide), praise her and encourage her more, take her on a date from time to time, go out for dinner, watch movies , listen to music, travel, and prepare some gifts for holidays (user incentives and user benefits). These are what you should do. It is not easy for two people to be together, and it takes some time to get used to each other. If she is not satisfied with you, as long as it does not violate your bottom line, you can slowly correct it (continuously optimize the product with user experience as the center). In short, let her feel your love and the changes you are willing to make for her.

After being together for a while, you may feel that she is nagging at you every day, regardless of whether you are willing to listen or not, and she keeps talking about trivial matters, which makes you impatient (there is a problem with the rules); you may feel that she is becoming more and more pretentious and demands more and more from you, and you occasionally get lazy and don’t care about her or forget to buy her a gift, and sometimes you don’t even know what you did wrong, but she still gets angry and scolds you for being useless (reduced product and service, insufficient user incentives), and conflicts arise quietly like this.

In fact, you should cherish everyone who is willing to talk to you and ask something of you, because you still love them. If one day, she no longer chatters around you and no longer has any expectations of you, then your relationship is over.

The reason she keeps nagging is probably because you are too boring. Don't let her do all the things that you two should do together. You can set a goal that two people can complete together, or think of an interesting thing that two people can do together. When you have a common goal to do the same thing, she will naturally not want to fill every minute together with nonsense, and you will become closer because of this common experience. (Guide users through topic setting, enhance user participation and increase user stickiness)

She may be angry or even scold you because you really didn’t do well enough. Don’t think that you can sit back and relax once you have won her over. You still have to continue to care about her and love her. Time will tell. You must not forget the promises you made and do your best to fulfill them (don’t reduce the quality of your products and services, and don’t stop motivating users).

At the same time, people always make comparisons. Other people’s boyfriends are so good (competitors), but you don’t make any progress. You think you are not wrong, but unknowingly you make all the mistakes you should and shouldn’t make, making her lose hope. Who else can she blame but you? (Adhere to competitor analysis , choose the good ones and follow them, and change the bad ones).

Okay, you say you promise to love her as before, and you keep your word and strive to become "someone else's boyfriend" in the eyes of others. This only prolongs your honeymoon period, but the sky will always get dark, people's enthusiasm will slowly fade, and it is impossible for you not to make mistakes. As time goes by, your life will eventually return to dullness.

Once your relationship enters the dull cold war period, it becomes dangerous.

When a car disappears into the sky, when a person becomes a mystery, you don’t know why they left, just like you don’t know this is the ending.

Whether it's because of her or because of you, once your relationship enters a dull cold war period, it means that she will no longer be around you all the time. It's okay to explain your reasons and try to correct them, but you can't expect her to change to accommodate you. There are many people pursuing her (competitors), and the temptations outside are great (not just competitors, all products are competing for users' time), and people's time and energy are limited. If you don't work harder to heat up your relationship at this time, she may slowly forget you, and your relationship will really be over.

What are you going to do? You have to continue to care about her. Yes, you did that before, and you have to do it even more now, whether she pays attention to you or not. You can send text messages to express your love and longing, you can write a love letter to recall the little things between you or talk about your recent changes (through push notifications, email reminders, etc.). In short, don't let her forget you easily.

The important thing is that you surprise her. With your understanding of her after being together for so long, you should know what you most want to get and see, such as giving her a gift that she has always wanted but has not bought, doing something she has said she would do for a long time but has not done yet, or making a change in you that she has always wanted to see, so that she will take you seriously again and arouse her enthusiasm for you.

If these things don't rekindle your relationship, then maybe she's really determined to leave. But you can't give up easily, you still have to make a final attempt to keep it.

The moment she says she wants to leave, you should try to keep her immediately, whether by showing true love again or pretending to be pitiful and cute, you should make moves to keep her as soon as possible. Maybe she will soften her heart and not leave out of consideration for the old times.

If she insists on leaving, ask her to give you a reason, your reason or her reason, and what you did wrong (churn user survey), so that you can accumulate experience and change yourself, and not make the same mistake when you meet someone again. If you have changed, remember to inform her (recall lost users through emails), maybe she will change her mind and reconcile with you.

User operations face farewells every day, and at the same time face new objects every day. Some are destined to be a tragic love (products with various problems), and some are destined to be separated soon (products in the late stage of their life cycle). No matter how long or short the time we are together, we should be grateful to every one of them. Be thankful for her company in a certain period of your life, there was happiness (helping you complete your KPI) and pain (all your grievances), now we can part ways and be happy.

As the saying goes:

If life could always be like our first meeting, I would have no regrets even if I could pick the moon and stars.

Since we cannot keep our relationship, it is better to forget each other.

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

This article was compiled and published by the author @老是换马甲(Qinggua Media). Please indicate the author information and source when reprinting! Site Map