Former Xiaomi senior operator: 3 years of user operation experience, worth your reading

User operation is a very important part of the operation system. As the frontline position with direct contact with users, how to deal with users is the key to user operation.

1. What is a user?

What is the essence of user operation?

When it comes to user operations, it all comes down to two words: human nature. Everyone has their own habits and personalities, so everyone is different. Therefore, there should be distinctions for different users.

What are the characteristics of willfulness?

• Seven Emotions and Six Desires
• Values, world view, and outlook on life
• Thick Black Theory

What do users mean to operations?

To sum it up in one sentence: users are the ultimate carriers of products, the gods of revenue and the breadwinners of user operations.

Why do users come?

Many people may say that we have users because our products are good, the experience is good, and the service is good. In fact, these things are not the most important. Even the worst products will have users.

Excellent products, great experience, good service and spiritual sustenance, there is nothing wrong with these products. These products will bring in more users. It does not mean that the products cannot bring in users, or that the products attract users by relying on the best experience. This is not absolute. It is just an auxiliary thing.

In fact, as long as there is a product, users will come naturally. Why do users come? This is where we should be thinking.

2. Why do users come?

The feeling of belonging to the user

(1) Sense of achievement

Users must have a certain purpose when using this product, and they will buy this product or service in order to achieve this purpose. At this time, users have just come but have not settled down. What should we do?

(2) Sense of belonging

Make users feel at home. How to do it? For example, if users come to learn and there is a learning community , what can this community bring to everyone? It is to bring together all those who love learning, and this is the sense of belonging that everyone comes for.

(3) Sense of participation

Xiaomi has always emphasized the participation of Mi Fans, and we will participate in many aspects. For example, we invite users to plan activities at some important time points, and even in the later stages, some activities have been delegated to users. This will make users feel that they are the leaders of the community, and they will help us solve many problems and at the same time relieve us of many cost pressures.

(4) Sense of accomplishment

After the user participates, he will continue to play because he feels a sense of accomplishment. For example, giving him an invitation to attend a press conference, giving him a VIP medal at the end of the year, etc., these will stimulate the user's sense of accomplishment.

3. What is our relationship with users?

User ≠ God

We always regard users as God, we should constantly coax them and listen to whatever they say. In fact, you will find that this is very passive and you won't be able to do anything. The more things you do, the less likely you are to move on once the user is dissatisfied.

Make friends with users → Make friends with users

In fact, I think it is impossible for users to become your God. We should make friends with users. We can chat, learn and grow with users without so much distance. If you pay attention, users will pay attention too.

• Being friends: Be sincere and really do one thing, learn together, and grow together.
• Making friends: diverse purposes, flashy but superficial, no deep friendship, no common values.

4. What is user operation?

Finding a balance

When it comes to user operations, everyone has their own opinion. My personal understanding is to strike a balance between users and their expectations. It doesn't mean that there are a lot of specialized things. You can read some books on the relevant subjects. So, I won’t go into details here.

Company - You - User

5. User Operation Insights

1. User Operation Thinking

User operation pressure analysis, pressure sources:

1. User: Because you are engaged in user operations, three out of ten problems may be caused by users. Users constantly put pressure on you, such as non-cooperation and non-cooperation. This accounts for about 30%.
2. Some PPRs of the project: for example, how much activation is required, how active the users are, using a series of data such as weekly and monthly activity, which accounts for 20%.
3. Personal ability : Your personality, conflicts with the company, or things that cannot be resolved between you and your users are generally referred to as problems with your personal ability. This area probably accounts for 15%.
4. Leadership : The biggest pressure in user operations comes from your boss. This area accounts for about 35%.

2. Operational user advanced process

(1) Be familiar with user attributes and analyze data. For example, the user’s age group, occupation, industry, etc. You need to be familiar with your users and understand the general user segments.

(2) Now that we have users, we need to classify them.

(3) Build loyal users. After users are divided into groups, you will find some active core users. At this time, we need to use some incentive measures to stimulate these seed users , such as an assessment system, to dig out these people and then form our own users. After these users come out, the core users will be formed into a group. For example, if you are engaged in community operations, then you should single out the most active people in the community and make them your members.

(4) Taking both large and small groups into consideration. A common mistake at this time is that many people will pull users together to form small groups, and then many things will be discussed in the small groups, and they are unwilling to discuss them in the large groups. This will reduce the activity of the large groups, which is also a problem. So everyone must pay attention to this. Forming core team users can also better promote the activity of the large team.

(5) User packaging. The core users have already arrived. How to do user packaging? For example, if you want this user to become the best local opinion leader, you should give him some guidance so that he can become the local opinion leader himself. Everyone must think about the purpose of being a user.

(6) The highest level of operation is that the user is me . What is the purpose of this? I call it light operation. Before, I was in Xiaomi's MiTalk team. I had four teams under me, and each team had more than a hundred people. In fact, I was in charge of their specific affairs. I just had to decide what to send to them every month. For example, I no longer need to do things like user recruitment, assessment, activity, daily tasks, etc. There are several dedicated users to help me solve these problems.

I think the most basic thing about operations is solving problems. At the beginning, many user operations people think that they just answer every question everyone asks, and if no one asks me, there is nothing to do. This is the most basic stage. User operations from zero to half a year are basically passive. It may take six months to a year and a half before we know how to find some active users and form a campaign with a certain tone.

3. Playing with users: Xiaomi case study

The above picture is the basic system of Xiaomi fan economy , which is divided into four parts:

Part 1: Partition Moderators

The zone moderators will manage QQ groups, WeChat groups , maintain user groups, and do some advertising.

Then he will be responsible for the management of some user groups, such as special users. Special users are some version groups, answer groups, resource groups and distribution groups. They are all managed by these people. Assessment standards are set every month, and then we will receive assessment feedback. Everyone should know that giving users more rights can reduce workload.

Because our previous service product was a community, a forum, with many posts and papers on it. Previously, I was in charge of the entire PC website. There were so many people active on it every day. All of this was operated by the moderators and we did not need to manage it. This is called community maintenance.

The zone moderators will also have online and offline activities. They will plan and give us the proposals, and we will modify and improve them before publishing them. This will greatly reduce our workload and realize the self-operation mechanism of users and forums.

Part 2: Interest Groups

(1) Internal testing group

About bugs on mobile phones, or functional testing, etc. Later, as the user base grew, a prediction fan group was established to allow users to be responsible for testing key projects and bug feedback.

(2) Answering Group

The first is the answer from the community itself, and the second is the answer from Baidu Tieba, Baidu Q&A, and Weibo.

(3) Resource Group

The main work is filling in green content and compiling into Chinese, and bringing over excellent foreign apps after they are translated into Chinese.

(4) Transport team

Organize industry-related information

Part 3: Star Rice Noodles Project

Star rice noodles are packaged for some loyal users every year and then converted into word-of-mouth marketing . We will organize some offline activities to allow opinion leaders to align their values ​​with ours and create word-of-mouth marketing. The best one will be recommended to Internet companies, with some internship certificates and the possibility of him/her becoming a Xiaomi employee.

Part 4: PR Team

It can appear on any platform and solve many problems for you, so we don’t need to solve them ourselves. To give a very simple example, there are many companies that come to criticize Xiaomi. I don’t say anything, but at least you will find that some Mi fans will automatically respond or fight back against those who criticize Xiaomi.

In fact, we did not intentionally train these people. We did not train them specifically, nor did we guide them to fight back. In fact, they will fight back against us themselves, and that's because we have reached a consensus with them on values.

Let some people send information through PR groups, self-media platforms, etc., and finally form word-of-mouth marketing. We hope to make this a self-media mechanism where everyone is a fan and everyone can speak for the company.

4. Essential capabilities for user operations

1. Leadership can highlight one's own strengths and establish leadership.
2. Having personality means that not everyone needs to operate in the same way. User operations without personality cannot be done quickly.
3. Flexibility and open to new things.
4. We need to be forward-looking and understand the development momentum of things, industry trends, and the direction of user operations.
5. The power of communication allows users to become your voice platform and conduct word-of-mouth marketing.

5. Several common mistakes in user operations

(1) We often make the mistake of not understanding the attributes of users and just assume that something is right. We should question ourselves and think about what the user attributes are.

(2) Talking too much to users . Telling them everything, even company secrets. If you talk too much, users will think you are stupid. Once he doesn't approve of you, there will be a lot of problems.

(3) Over-reliance on users and expecting them to do everything is also wrong. You have to do a lot of things to solve problems for users, otherwise users will feel that you are taking advantage of them.

(4) It is unrealistic . It is impossible for users to make demands on you.

6. How to attract new customers, what is the process and how to promote activation?

(1) Product charm : continuously enhance the charm and attractiveness of products.

(2) Organize irregular activities to keep users playing at your pace.

(3) A good operating atmosphere provides users with a great experience.

(4) Personal charm.

7. How to operate?

From an individual perspective, you should do the following:

(1) Stick to your individuality . Only your individuality can determine your operating methods and ideas;

(2) Understand users;

(3) Read more books on psychology . Users are human beings. Human beings have many problems and many personalities. You need to understand them. We recommend several books that you can read, such as: "The Art of Thick Black", "Self-cultivation of Women" and "Social Psychology".

(4) Do not place too much emphasis on individual data.

(5) Do not be overly happy or overly sad. Learn to stay calm, users will always give you surprises.

(6) Be aware of risk avoidance and make some plans in advance.

(7) Try new things and be open-minded to new ideas.

(8) Learn to set traps and create trouble for your competitors. This means that you must know how to fill your existing traps and how to make your competitors recognize the traps you set for them.

(9) There is a user system.

(10) Have awareness of communication.

The above ten points are the operating principles for employees.

From the company's perspective, how do you operate?

• Trust your employees;
• Maintain the stability of the operations team;
• Read user reviews carefully;
• No interference with specific user management practices;
• Encourage employees to think diversely.

After working in operations for so many years, what impressed me most is this sentence: the more I know, the more I am in awe . Because the more you know, the more you realize there are so many new things to learn, and you will become more and more in awe. I hope everyone knows that operations are not that simple, but if done well, there is great potential for development.

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