Baoman CCO explains user operations for you from the definition, nature of work and workflow

Baoman CCO explains user operations for you from the definition, nature of work and workflow
As the CCO of Baozou, during my work at Baozou Comics, I not only had to deal with fans of the talk show "Baozou Big Events" with hundreds of millions of views, but was also responsible for the operation of the Internet products with two million daily active users - Baozou Comics Official Website and Baozou Daily. At the same time, I built a Baozou fan community with 600,000 members. I hope that the conclusions I drew through my experience and insights will be helpful to those who read this article. 1. What is user operation ? User operation is not a new term. Back in the era when the Internet industry was not yet prosperous, when a salesperson invited a customer to dinner, what he was doing was user operation. Six years ago, I worked as a supermarket manager at Want Want Foods, and one of the rules in the employee code of conduct was to “be friendly and neighborly.” This behavior of being friendly and neighborly was also user operation. If you have never worked in sales or marketing , you may have seen some companies conducting user surveys on the road. Collecting user information is also an important part of user operations. 

(Photo source: Zhejiang Ping An Insurance's "Send Cooling" activity) At that time, there were no dedicated user operation positions. The more relevant ones were: customer service, GM (game manager) of game companies, the insurance industry had old user specialists (maintaining relationships with old users, asking them to refer others and conduct multiple development), educational institutions had course consultants, class teachers (or teaching assistants), marketing specialists, etc. But they mainly face customers. The biggest difference between customers and users is that customers are people who have a buying and selling relationship with you, while users are people who use your products. comprehend by analogy: Users are adopters and can be converted into customers who pay for your products, services, or even just your feelings and ideas through various means. Users include customers, and customers are the conversion targets of users; so it can also be said that user operation includes sales work and is a job with a broader business field. Now that we understand the definition of users, what is operation? Operation = operation and maintenance, to keep the operated object going. For operations personnel, this object can be the company's core business or a project; for bosses and management, this object can be the entire company, business model , a market or a team. Ying = operation and marketing, making the object of operation profitable. comprehend by analogy: Operations include sales and marketing work and are important management personnel from the establishment to the development of a company. Then, we can understand what user operation is: User operations refer to all operational methods carried out around users, or workers who take this as the core of their business. 2. What is the essence of user operation work? Now that we understand what user operations are, why are there still many operations personnel outside the core of this job? Because they are constantly learning operational knowledge, listening to the advice of their predecessors, improving their copywriting ability, design skills, communication skills, and studying what is Internet thinking and product logic...but they ignore the essence of operational work - resources. If the process of operation work is to operate the object and make it achieve the profit goal through business means, then the essence of the process of operation work is to tap resources, allocate, use and transform resources, so that the object of operation can achieve the purpose of resource improvement. Users are also a resource Content operation is to provide resources (content) that users need and improve user resources. For example, if you draw a football comic (content), comic fans who like sports themes become your fans (users); Activity operation uses activity resources to enable users to do things purposefully and achieve the conversion of other resources. For example, a college student created a Baoman fan WeChat public account for their school, invited me to give a speech, and asked me to provide some Baoman peripherals as prizes (here both I and the Baoman peripherals are activity resources). A QR code was placed in the speech PPT, and a lottery was also held to win peripherals by leaving a message. Afterwards, the public account ’s various data were improved. This is a case of resource conversion and improvement in activity operation work. 

 The classmate who invited me to the speech I hosted at Nanjing University of Science and Technology also expanded his network of contacts at school through me, which was also a kind of resource enhancement for him. In general, the relationship between user operation, content operation and activity operation is: Content production - content resources - provided to users with needs - user resource improvement - resource allocation through activities - to obtain activity resources, users act according to activity requirements - user actions generate other more resources. Regardless of the means of operation, operations and sales have the same common principles: "buy low and sell high", "take advantage of information asymmetry to make money", but sales focus more on the exchange of money, while operations mean that everything can be exchanged, that is to say, "everything can be operated." 3. Why do I have to do other operations when I am doing user operations? Or in other words, why should I do user operations work when I am working in a non-user operations position? This is the confusion of many new operators. Taking product operation as an example, only when there are users will people play the product, and only when there is content will users know what to play. Activities are for users to take purposeful actions. It can be seen that users are associated with content and activities. If we don’t know who the product users are, both content operation and activity operation will lose their target. 
  • If you don’t know where your users hang out, how can you promote what they want to them?
  • Without understanding basic elements such as users’ gender, age, preferences, etc., how can you create appropriate content to cater to them?
  • How can you formulate a paid activity plan without understanding the user's basic income?
 The operational positions of various functions are not independent and need to be connected, but the focus is different. Content operations focus on content, but you also need to know the company's strategy, understand who the users of the product (or media) are, how to present the content of the event, and how to write promotional soft articles. The same applies to other operations. However, due to the size of the company, start-ups and small Internet companies have a single business, insufficient manpower, and a simple structure, and operations staff often have to take on multiple roles; large companies have a detailed division of labor in operations, but if you don’t understand other types of operations work, you won’t be able to connect at all. 

 Taking Zhihu as an example, let’s take a look at the recruitment content for Zhihu’s user operation positions: 
  • The planning, invitation methods and user mechanisms, event planning and promotion in the job description of the first red line are related to the expansion of Zhihu's influence in various fields, which is related to public relations, branding and promotion.
  • The job description for the second red line is related to content recommendation, screening and data analysis .
  • As for the qualifications for the position, it is clearly written that "there are abundant celebrity and media resources", which means that the job applicant 's resume, experience, content judgment, planning ability, execution and communication skills all serve this resource, which once again verifies the resource nature of the operation.
 IV. Basic Workflow of Internet User Operation Attract new customers— retention , promote activation—user conversion, most new operators have seen this routine, but what do they mean respectively? ▍Attract new customers For example, you are walking on the street, and a stranger suddenly pats you on the shoulder and says with ill intention: "Brother, there is a business that can make you rich. Do you want to join us?" Don't doubt it, 80% of this is a pyramid scheme. But the person who invites you to join the group, what he does is to attract new members. 
  • Pull = move, move something from one place to another
  • New = New items added after transporting to the destination
 The "things" here refer to resources, which means users for user operations. In other words, attracting new users means attracting users who are suitable for your products from other regions. People have many attributes, such as: Xia Yu is 30 years old, CCO of Baozou Comics, likes comics and food. You are a newly opened restaurant, and you posted a discount flyer at the door of Baozou Comics Company, and Xia Yu was seduced away. Here, Xia Yu, as a user unit, has a common attribute in the Rage Comics Company (Area A) and the restaurant (Area B), which is eating. The user operation to attract new users is to use common attributes to take users to where they appear. The step of attracting new customers is completed through promotion. How to do promotion? The 6W principle can be applied here, namely: 
  • Where——In the right place. The Internet industry can be extended to a promotion channel
  • When——The right time. When will the people you are looking for see and accept your promotion?
  • Who——Talk to the right person. If you don’t know what your users are like, create a user portrait.
  • How—Use the correct form. Post? video? news? Keyword search? etc.
  • What – Use the right content. Hard advertising? Soft article? Event marketing ? Special offers? etc.
  • Why——To achieve the purpose of attracting new customers
 What are the promotion channels? Traditional media, new (self-media), portals, search engines, and communities all count. ▍Retention and activation At first you didn't believe what the stranger said, but the stranger then said he would take you to eat delicious food, have fun, let you live in their rental house, and talk about your ideal life together. You drank bowl after bowl of chicken soup and felt very happy. Don't doubt it, 99% of this is pyramid scheme. But what he does is retention and activation. How to retain and promote activation? Xia Yu entered the restaurant and found the food to be average. Just as he was secretly complaining that he would never come here again, he noticed that the waitress was sweet-looking and provided good service. When they were halfway through the meal, a karaoke competition was held in the hall. In addition to comics and food, Xia Yu also liked singing in his spare time. He stepped forward to show off his singing skills and won the third prize: a set of exquisite tableware that matched the characteristics of the restaurant, and a silver membership card. Xia Yu checked online through the address attached to the membership card to find out what kind of prizes he could get by satisfying certain consumption patterns, and he could also become a gold-level member and enjoy more benefits. In this case: 
  • Dishes = Content
  • Service = User Experience
  • Singing competition = activity
 Attracting new users is limited in scope, and many of the users attracted are unaware of the truth. They only have one or two weak commonalities with your product. At this time, user operations must maintain the relationship between the two parties by exploring more commonalities (demand points) among users, and the way to explore is through: content, user experience and activities. The requirement for content is to meet user needs, but as the product life cycle and market environment change, user needs will also change. Content needs to be continuously and updated to make users dependent on it. In this case, when the quality of the dishes (content) is insufficient, the commonality between users and products can be explored through user experience, which is shown in the case of "beautiful waitress"; The event uncovered another commonality between Shimoyu and restaurants: singing. And by giving away prizes and membership cards (user level and sign-in mechanism), Xia Yu is encouraged to have a stronger connection with the restaurant, which encourages him to come back next time. ▍User conversion When the stranger sees that you have let down your guard, he wants to confiscate your ID card, asks you to pay money, and asks you to call your friends to join in. This is a pyramid scheme, run away now! This, this is the paid user conversion... failed. User conversion does not just mean paying money, but it refers to the process of low-level users upgrading to high-level users. For a product, this process generally refers to : "three-no" users - registered users - bound and activated users - paying users (customers) - senior paying users (senior customers). Because money is a universal commonality among people and a strong relationship between people and products, paying users are the highest level of all user levels. Generally speaking, converting "three-no" users into paying users is also the ultimate goal of user operations. I will not cite the example of "Xia Yu eating food" here, but will analyze the barrage product B station that is well-known in the Internet industry. (1) You browse Bilibili through PC or mobile webpage - "three-no" users, Bilibili calls them "guests". You enjoy the basic rights of Bilibili's core business: watching videos without ads and being able to post comments, but there are restrictions. (2) You downloaded the B-station APP—an advanced "three-no" user, because you have established more connections with B-station by downloading the APP and enjoy a better APP experience than the web version. (3) You registered an account - a registered user, which is called an informal member on Bilibili (4) You have activated your account - you have activated your account by using an invitation code or answering questions. This is called a formal member on Bilibili. On Bilibili, the relationship and rights enjoyed by registered users (informal members) and activated users (formal members) are as follows: 

 After completing the registration, you will enter the user growth system, as shown below (the picture comes from the answer of Zhiyou Liu Nianjun about the user membership level system of Bilibili): 

 (5) You pay a monthly or quarterly fee for your account. This is called a premium member on Bilibili. Users can enjoy benefits such as 1080P resolution video quality, emoticons in the comment area, and a free header image for their space. (6) You pay for a year's account - Premium paid users, that is, annual members, in addition to the privileges of monthly/quarterly members, also enjoy additional benefits such as 5B coins per month, red nicknames, game welfare packages, peripheral discounts, etc. After talking about the basic workflow of user operations, let's summarize and expand it: User operation does not only exist in community products. E-commerce , new media , social networks... not only online, but also wherever there are people, there are users. Even if you are a boss, your company is your product and your subordinates are your users. Recruiting = attracting new customers, paying salaries, giving bonuses, establishing corporate systems, promoting corporate culture = retention and activation, and letting employees work or invest = conversion. Managing users means managing people’s hearts. User operation requires strong communication skills. A journey of a thousand miles begins with a single step. So start by chatting with users!

Mobile application product promotion service: APP promotion service Qinggua Media information flow

This article was written by @下宇说 and is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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