Regarding user operations, let’s start by chatting with users.

Let’s get straight to the point. What makes a good user operation ? To put it simply, it means to successfully make users and products become friends, and to successfully make more users and products become friends. If we say it in a more utilitarian way, the purpose of user operation is to strive to increase the user scale and user activity. In this process, the role of user operation actually plays the role of a bridge of communication between products and users.

Some people say that awesome products don’t need user operations, but I say that if the product is so awesome that users can’t find alternatives, then it really doesn’t need user operations. But what about the opposite? The Internet is developing rapidly, and so is Internet technology. There is serious homogeneity among similar products. At this time, what we compete on is often not the technology itself, but the service.

User operation is a more advanced service industry

It may sound hard at first, but it’s true! A user operation must first be someone who can chat, listen, and understand strategies. In the early stages of operation, if the user base is 100 people, we will focus more on one-on-one chats and point-to-point problem solving. By chatting with users, we get to know their needs and understand the problems with the product, and then solve both user needs and product problems. On the surface, we serve the products, but in essence we serve the users, because without users, there is no point in talking about products.

Basic responsibilities of user operations:

The above figure shows the six basic responsibilities of user operations, but doing it well is a complex and challenging job. For example, to study user psychology and user behavior, we generally understand users through QQ groups, WeChat groups , questionnaires, interviews, and various user feedback platforms. We also analyze users through the time nodes when users like to log in to the product and the paths they stay. Another example is user quality monitoring. We need to conduct quality monitoring on users from different channels, such as APPStore, WeChat public accounts , various advertising cooperation platforms and other channels. Therefore, Master Chan believes that the job of user operation is complicated and tiring.

The company's basic requirements for user operations:

The above six points are the general requirements of Internet companies when they are looking for user operation talents. Among them, I personally think that the most important hard requirement is to be good at listening to and summarizing the voice of users. If you can't do this, it is better not to get involved in this mess. Just imagine, if we are impatient with users and think that the questions they ask are trouble-making, then how can we produce user research reports? How to make suggestions for product improvements based on user needs? Or you can put it bluntly, if you can’t even chat with users properly, how can you talk about user operations?

I started with chatting in the early stage of user operation

I have repeatedly mentioned above the importance of listening to users' voices in user operations. One-on-one chatting with users is more of a strategy we implement when dealing with seed users . On the one hand, it is to solve product problems and user demand problems, and on the other hand, it is to make one into two, two into three, and ten into a hundred. For example, after I chatted with Li Lei, Li Lei shared my product with Han Meimei, and then I got to know Han Meimei. After I chatted with Han Meimei, Han Meimei shared my product with Zhang Li... Then through these chats, I learned what users need, found out some problems with the product, and increased the user scale.

There are various ways and methods of chatting. For example, Master Chan often holds offline salon activities. Isn’t chatting an important part of such activities? It’s just that he is offline, chatting with more active users. Chatting with users can increase mutual trust and user loyalty, etc. Why not do it? For example, if my product is a music APP, I will chat with Xiaohong about music. During the chat, I will tell her that there is a new song that is magical and many girls cried after listening to it. Then I will throw her the sharing link of this song... In the end, she may not share this song with her friends, but at least this way it increases the probability that users are willing to share.

A friend on Zhihu said it well: advertising cannot attract loyal fans, forced promotion cannot bring in users, points cannot retain members, and binding cannot bind their willingness. User operation is to do what the above crude methods cannot do.

Chat is no longer useful in the later stages of user operations

After the product user scale grows, no matter how awesome the user operation is, it is impossible to have one-on-one chats with all users. At this time, we focus on analyzing the common preferences of users with the same attributes, establishing trend charts of user behavior patterns with different attributes, monitoring the traffic distribution of different functions, as well as user access peak hours, user access habits, etc. In a word, the emphasis at this time is on user data rather than chat, although the mode of chatting with users has always existed.

Basic data of user operation:

When user operations reach the middle and late stages, that is, the stage when the user scale is growing, we also need to monitor brand public opinion. We need to frequently go to Baidu Knows, Sina Weibo , product review areas, Douban, Tianya, and platforms frequently visited by users to collect, summarize, and generate reports on user questions. In particular, we should pay attention to negative comments about product brands. One user can bring you ten users. Similarly, one user's negative comments about product brands online can also cause us to lose hundreds or thousands of potential users.

Final words:

User operation is a high-end service industry. We need to ask ourselves many questions from time to time: What are the users’ needs? What is the reason for user churn? Why don’t users like new features of your product? Find the problem, analyze the problem, and solve the problem. For product issues, generate user reports for colleagues in the product department. For content issues, generate user reports for colleagues in the content operations department. Finally, coordination and cooperation among all departments can effectively solve various problems.

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

This article was compiled and published by @Cicada Master (Qinggua Media). Please indicate the author information and source when reprinting!