5,000 words of practical operation tips to help you become an operation expert
Before reading this article, please think about: ●How to operate the product ? ● How to use content to retain users? ● How to build a user growth system? ● How to plan an event? ● How to establish your brand? 1. Construction of the operation system The operating system is usually divided into four parts: Content operation; data operation; user operation ; event operation. The core parts are content and user operations, which determine whether you can capture users and keep them. In this new media era of content overload, content homogeneity is quite serious, so good content is particularly valuable. It determines your CTR ( click volume ) as well as the communication value and commercial value it brings. Behind the content, user operations can help your content find matching users so that it can be exposed and spread. As a platform, content operation, user operation, data and event operation are four complementary and indispensable aspects. 2. The core of product operation As for operations, our core goal is to increase the number of users, improve activity and retention rate . With a clear goal, we can work backwards from the goal to the method. 1. Find target users: Create a preliminary user portrait and simulate usage scenarios. When the product is still in the seed stage, you may only have a broad positioning for your users. For example, when did Sogou Input Method start to occupy the market and replace Tsinghua Unigroup? When and where did you start using input methods frequently? Chat, Desktop. In this way, we came up with three key words: students, computers, and chat rooms. This is where the users use it and in what scenarios. 2. Distilling user needs: precise operations; How to refine user needs? For example, we at Blue Star Man are currently providing astrology services. When people talk about astrology, what is the first thing that comes to mind? If a girl has someone she likes, she will usually look at the horoscope to see if they are compatible and what problems may arise. In terms of functions, horoscopes, horoscope interpretation, love matching and divination are the most primitive and purest needs of users. Whether you are making an APP, new media, or a platform, you need to figure out the actual needs of users and continuously refine your product around this need so that users can get not only content from you, but also services and more levels of extensions. This will allow your product to grow gradually. 3. Improve the data system: gradually verify the authenticity of the needs; with the iteration of products, optimization of functions and content, and small-scale promotion of activities, you begin to have a small-scale user base, and the background data system is gradually improved with the growth of users and the collection of user information. At this time, you need to gradually verify the authenticity of user needs. You must know that some needs may not be their real demands, and you must know how to judge through data. 4. Content operation: increase user stickiness. When I was working on the Weitou Toutiao operation system in the past, the content that users clicked on, even if the click volume and forwarding rate were high, could not completely represent that the users were particularly interested in such content. Clicking behavior was usually related to the title and whether it was a hot event, while forwarding could better reflect the resonance of the content with the users. I will ask each editor to tag their articles with keywords when outputting data, and combine the data to comprehensively analyze what users are interested in. In this way, when we are creating a column, we can create and integrate it based on multiple dimensions. In this process, we can gradually build and cultivate our high-quality columns, so that users can develop the habit of following them every day. 5. User operation: attract and retain users. To be a good user operator, you must first be a heavy user of a product. When you use the product every day, you discover problems from it, find out what attracts you to stay, and then gradually optimize it. 6. Event operation: Increase platform activity; create a good event to attract new customers, the effect is very obvious. There are many forms of activities, the more common ones are topic-based, interactive, and prize-based. The cost and effect of planning a creative campaign and forwarding it through word of mouth are far better than forwarding it through incentives. 7. Brand establishment and diffusion. Branding is a point that is often overlooked in startups , but it is crucial as it determines the value of your product and business. 3. Use content to keep your users 1. Content operation-solving pain points; The pain points of young user groups in their content needs: be the discoverer of hot topics, participate in topics that are fresh and interesting, and the content they disseminate must have a certain personality. They hope that the articles they share on WeChat Moments can demonstrate their sensitivity to trends, their foresight into hot topics, and their interesting and alternative content, so that their friends can feel that they are someone who leads trends or topics and has an interesting personality. This is their primary demand for a sense of social presence. 2. Multi-dimensional content format; One-dimensional content: mainly articles in plain text format. This type of content is usually regular, has a wide coverage, low production cost, and average experience. It is the mainstream content of various content platforms. Two-dimensional content: mainly interactive content, with high production costs, strong viral properties, good content experience and participation, and a dissemination effect that is several times or even dozens of times better than graphic content. Three-dimensional content: mainly video content, which is also the mainstream content format now and in the future. It has great potential for brand implantation, good content experience and dissemination, and is superior to all other content formats. 3. The three steps of content operation; ➀From PGC to UGC information collection - information processing - information release; open UGC: content review, high-quality content recommendation; ➁Vertical operation clarifies user characteristics and user matching, and creates content with matching tone based on user attributes; column branding and vertical operation; self-media matrix, selects appropriate channels for delivery and operation based on the tone of the content. ➂ Reflux content sedimentation, content fermentation, and content reflux. 4. The communication value of content. ➀ Sharing is a major way for people to establish social relationships; ➁ People become close because of sharing, and sharing is socializing; ➂ From an emotional perspective, any content that can arouse people's emotions such as joy, shock, surprise, anger, etc. is easy to be shared by people; ➃ The core commercial value of communication lies in the brand exposure of merchants; ➄ Only through brand exposure can merchants attract users' attention and finally generate deep behaviors such as registration and purchase; ➅ Content-oriented brand exposure has far greater influence and market value than simple brand display exposure; ➆ Use the most in-trend content to create the fastest communication and attract users' attention and resonance; ➇ Get rid of profit-driven sharing and focus on social-driven sharing to make brand exposure more likely to stimulate users' deep behaviors. 4. The Fundamentals of User Operation 1. Construction of user growth system; Why do we need to create a user growth system? For the platform, the user growth system can motivate users, increase their activeness, and enhance user stickiness, thereby improving the competitiveness of the entire product. For users, they can obtain the content or services they want on the platform, and can accumulate and grow here, while also gaining a sense of superiority and privileges brought by their level. 2. Building a user growth system - three elements; Product level: whether the UI (user interface) is beautiful and the interactive experience is good; whether the product functions can be satisfied in different levels. UI and interaction are very intuitive. If a product interface becomes uglier and the interaction becomes less and less logical, then the user may directly turn from an active user into a silent user. And the graded satisfaction experience of product functions - what differentiated experience do users have in product functions when they are at level 1 and level 10? For example, when you are using Yingke , users with too low a level cannot broadcast live at night. For example, when you are using Bilibili, if you want to post colored barrages, sliding barrages, or bottom barrages, you need to become a formal member of Bilibili, and membership can be obtained through multiple channels, such as answering questions. This is actually a grading measure for product functions. In this process, in order to use this function, users have to increase their opening rate and activity rate. Material level: whether material rewards can be obtained during the use process; material rewards are often the most direct and realistic vested interests, which is icing on the cake for the activity of the product. For example, the red envelope subsidies from Didi, Ele.me, and Meituan , and the points mall, where users can redeem corresponding rewards with the points rewards they earn during use. In order to obtain traffic packages, virtual game coins, or a doll, many users sign in, comment, and share every day regardless of the weather. Spiritual level: whether it can bring spiritual satisfaction. The so-called spiritual satisfaction refers to whether users can find a sense of accomplishment on your platform, satisfy their vanity, and whether they can obtain the spiritual food they want on your platform. Many products have corresponding designs, such as levels, points, honors or expert titles, which can meet the users' needs at this level. For example: I believe that many loyal users of Alipay will pay attention to their membership level. When you change from a general member to a gold member or even platinum and diamond, will you be curious about the use of this membership privilege? What can I do with my points? On the other hand, when you pay with Alipay and open the gold or platinum payment interface, do you have a vague sense of accomplishment? I think many people would. It's just like when you go to a restaurant to eat, VIPs and the general public are treated differently. This just satisfies the vanity of many people. 3. How to build a user growth system? Reasonable user behavior dimension: First, we need to set reasonable logic based on user behavior, and judge each behavior link of the user after entering the platform from the user's perspective. Find commonalities between the platform’s own attributes and user needs, and design reasonable dimensions for user behavior rewards and punishments. Clear incentive goals: Work backwards from the core of product development to identify the key parts that need to be active ( tools or content) based on the attributes of your own app in order to clarify the incentive goals. The calculation model is simple: The reward mechanism should be clear and easy to understand. Don’t imagine that all users are talented people with clear logical understanding. More often, you should design processes and mechanisms from the perspective of novice users, simplify the calculation model, and enable users to quickly realize the reward mechanism and at the same time predict growth goals. Rewards are perceptible and differentiated: What we need to do here is to differentiate the privileges. Through the level upgrade brought about by long-term activity, users can feel the privilege rewards brought, and the privileges enjoyed by users of different levels are treated differently. 5. Create popular activities to attract new users and increase activity 1. The value of activity operation attracts users’ attention: How to attract users' attention? Gimmicks and creativity are very important. A good gimmick can attract a large number of fans. For example, during the Chinese New Year, the gimmick of the Alipay lucky draw event was 200 million red envelopes, but the actual data was that 215 million red envelopes were divided among 791,405 people, and one red envelope was 271.66 yuan. It is not known whether anyone received so many red envelopes, but the marketing effect has been achieved. Drive user contribution: Good activities can drive user activity and facilitate purchases. For example, on Taobao’s Double 11, the eye-catching discount signs attracted many people to rush shopping at the same second. Another example is this year's popular event, "Escape from Beijing, Shanghai and Guangzhou", in which Flight Butler gave away 30 tickets and asked many self-media celebrities to repost the event, which continued to ferment. On the same day, Flight Butler ranked in the top 13 in the APP STORE. The subsequent brand awareness and purchasing behavior it brought can be imagined. Strengthen user perception: To strengthen user perception, the key lies in whether the copy can express one’s true feelings and leave a deep impression. 2. How to plan an event? Activity forms: The more common activity forms now include topic activities, subsidy activities, prize activities and h5 interactive activities. For example, Weibo often initiates hot topics. If the hot topics are caught in a timely manner, the possibility of making the headlines is relatively high. Subsidized activities and prize-giving activities are also very common, and users will actively participate in and forward activities for actual items and vested benefits. h5 interactive activities place more emphasis on creativity, content and interactive experience. For example, NetEase’s previous "I want to be on the headlines" activity allowed everyone to become an entertainment headline. The process was simple and entertaining for all, and the effect was obviously better than topics and prizes. Purpose of the event: The purpose of the event generally revolves around attracting new customers, activation, branding, and purchases. Once the purpose is clear, we can work backwards to determine the appropriate form and content of the activity. Activity design: The simpler and easier the process is to operate, the better. Complex steps will only discourage users. And the main focus should be on fun throughout the entire process. The more relaxing and entertaining the activity is, the more interested users will be in participating. During the entire activity, it is also necessary to pay attention that if the activity is linked to rewards, then the user's benefits must be highlighted so that the user has a clear perception. The last point is to highlight the popularity of the event, such as how many people have participated in the event, or how many places are left for the event, how many winners there are, and even the winners' information is announced in real time. Appropriately creating momentum and enhancing the atmosphere of the event will also stimulate users' willingness to participate. Event promotion: During the promotion process, both online and offline preparations need to be made simultaneously, such as materials, online scheduling, and synchronous data statistics, including the confirmation of promotion resources and cooperation resources, and answering questions about user feedback during the event, all of which must be carried out in full swing. You know, a good event cannot be separated from early planning and coordinated management in the middle and late stages. 3. Make a good summary of the activity ● Activity data analysis , list specific measures and data, analyze the progress of each step of the activity, and draw conclusions; ● Summarize the advantages and disadvantages of the activity and list them separately; ● Total cost of the activity, the cost of a single new active user; ● Follow-up plan. 6. Establish your brand image 1. Make your brand more recognizable. Logo, UI, VI, and Slogan determine the user's initial impression and positioning of you. Let me give you two examples: Instagram and Meituan Waimai . ➀The latest version of Instagram’s logo adopts a flat icon design. The overall image is simpler and more fashionable, with eye-catching colors, making it more impressive. ➁The new version of Meituan Takeaway uses a realistic icon combined with a slogan. Both the kangaroo image and the slogan emphasize "fast", which is more memorable than the previous icons. The recognition of an icon will also affect its performance in the app store. From the perspective of the UI interface, Instagram user names changed from blue to dark gray, and bold fonts were used to provide clickable affordance. Without the blue, the videos and pictures in the information flow are relatively more obvious. The top of the Activity (screen) is removed, leaving only the top two Tabs (labels), giving you more space for content. The change is intended to make content more prominent and highlight the core of Instagram - photos. On the other hand, good product inspections and interactions can make your brand more stylish, thereby increasing the number of fans of your brand. 2. Three tools for brand marketing Word-of-mouth marketing: Based on good product experience, tap into the communication attributes of the product itself to educate and develop users. Generally, there are many channels for online word-of-mouth marketing, such as social networking sites, communities , review sites, online information publishing platforms and some opinion leaders. Different products spread in different fields in a fission manner, which will produce a huge word-of-mouth effect. Fan marketing: from fan economy to fan marketing, such as the fan attention of WeChat subscription accounts and the interactive marketing of Weibo fans. Another example is Mi fans and Guo fans’ support and pursuit of Xiaomi and Apple. The success of these brands is inseparable from the support of fans. Including people like Luo Yonghao, who has always been at the center of controversy. No matter how many fans he has or how many times he has been attacked, in the end, the brand awareness of Hammer has been raised amidst the praise or abuse. Papi Jiang, who has been very popular in the past two years, saw advertising sponsorship when I was watching her video not long ago. The IP image she created and the popularity of her fans have already multiplied her advertising fees many times. Social bonus = number of fans x number of interactions x participation This also shows that it’s not the number of fans that matters, but their loyalty. The gray industry chain of inflating traffic on WeChat that was exposed not long ago has made countless advertisers beat their chests and stamp their feet. The data of zombie fans and reading numbers that are inflated are beautiful, but for advertisers, there are only four words to describe them: sad and depressed. Entertainment Marketing: A marketing strategy that allows consumers to have a favorable impression or association with a company, product, or service through entertainment experience, thereby influencing consumers’ emotions and touching their hearts, in order to achieve the soft sales of goods or services. 3. Brand promotion The main ways of brand promotion are through media exposure, channel exposure, event marketing , and brand cooperation. The methods and channels for brand promotion on the Internet are relatively diverse. For example, in the past, traditional media exposure methods were through websites, newspapers, television, billboards, etc. In the new media era, in addition to the above communication channels, they can also be through Qinggua Media, 36kr , Huxiu, Chuangyebang, Titanium Media, iHeima, Investment Circle and other more professional and authoritative technology or venture capital circle media. At the same time, brand cooperation and exposure can also be carried out through Bird Brother's Notes, Toutiao , Sina Weibo , WeChat subscription accounts , and some super APPs. The form of presentation is no longer limited to the hard advertising placements of the past. Now we can see that soft advertising placements have been done very well. For example, Qinggua Media has done a lot of brand placement promotions. Users have clearly established the brand image in the process of reading, and the marketing story has been turned into entertainment, so the user acceptance is relatively higher. Mobile application product promotion service: APP promotion service Qinggua Media information flow The author of this article @刘晨晨 is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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