Former senior operator of Xiaomi: After three years at Xiaomi, I summarized the four most important experiences in user operations

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.

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 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.

There is nothing wrong with excellent products, great experience, good service and spiritual sustenance. These products will bring more users. It does not mean that the products cannot bring users or that the products rely on the best experience to bring users. This is not absolute, it is just an auxiliary thing.

In fact, as long as there is a product, users will come naturally. Why users come here is what we should think about.

Why do users come? It is their spiritual sustenance.

First, sense of gain; second, sense of belonging; third, sense of difference; fourth, sense of accomplishment.

First, sense of gain . 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 just come but don’t stay. What should we do?

Second, a sense of belonging , making 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.

Third, 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.

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

Is the user really God?

User ≠ God

We always believe that users are God. We should keep coaxing them and listen to whatever they say. In fact, you will find that this is very passive and you can't do anything. The more things you do, the less likely you are to move on once the user is dissatisfied.

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.

What should you do to become an awesome user operator?

1. User operation pressure analysis

Where does your stress come from?

First, users. Since 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%.

Second, some KPIs of the project, such as how much activation is required, how active users are, using a series of data such as weekly and monthly activity, which account for 20%.

In addition, 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 own abilities. This area probably accounts for 15%.

Finally, the biggest pressure in user operations comes from your boss.

2. How to advance user operations from scratch?

First, be familiar with user attributes and analyze data, such as user age group, occupation, industry, etc. You need to be familiar with your users and understand the general user segments.

Second, now that we have users , we need to classify them.

Third, establish 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.

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 core members.

Fourth, take 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.

Fifth, user packaging . The core users have already arrived, so 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.

Sixth, the highest level of operation is that the user is me . I call it light operation. Before, I was in Xiaomi's MiTalk team. I had four user teams under me, and each team had more than a hundred people. In fact, I had to take care 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 you know how to find some active users and build a core user base.

3. Playing with users: Xiaomi case study

The above picture is the basic system of Xiaomi fan economy , which is divided into these 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

First, internal test 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.

Second, the answer group

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

Third, Resource Group

The main work is to fill in excellent content and translate it into Chinese, and bring over excellent foreign apps after they are translated into Chinese.

Fourth, the transport group

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 appears on any platform and can solve many problems for you, so we don’t need to solve them ourselves. For example, when many companies come to criticize Xiaomi, I won’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. Have individuality. It is not necessary for everyone to operate according to the same way of thinking. User operations without individuality cannot be done well.

3. Flexibility and the ability to accept new things.

4. Foresight: You need to understand the development momentum of things, the industry trends, and the direction of user operations.

5. Communication power: let users become your voice platform and conduct word-of-mouth marketing.

5. Several common mistakes in user operations

First, we don’t understand the attributes of users. We often make the mistake of thinking that something is right. We should question it and think about what the user attributes are.

Second, talk too much to users, tell them everything, even some 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.

Third, it is wrong to rely too much on users and expect them to do everything. You have to do a lot of things to solve problems for users, otherwise users will feel that you are taking advantage of them.

Fourth, it is unrealistic, and users will not make any demands to you.

6. How to attract new customers, retain existing customers and promote activation?

First, the charm of the product, constantly enhance the charm and attractiveness of the product.

Second, hold irregular activities to keep users playing at your pace.

Third, a good operating atmosphere provides users with a good experience.

Fourth, personal charm.

7. 10 things you should know to do a good job in user operations

First, stick to your individuality. Your personality is the most suitable operating method and thinking for you.

Second, understand your users.

Third, read more books on psychology. Users are human beings. Human beings have many problems and many personalities. You need to understand them.

Fourth, don’t place too much emphasis on individual data.

Fifth, don’t be too happy or too sad. Learn to stay calm, users will always give you surprises.

Sixth, be aware of risk avoidance and make some plans in advance.

Seventh, try new things and be open-minded to new things.

Eighth, learn to set traps and create troubles for your opponents. This means that you must know how to fill your existing traps and also know how to make your competitors confirm the traps you set for them.

Ninth, there is a user system.

10. Have awareness of communication.

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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The author of this article @Mantou Business School Ruffian Compiled and published by (APP Top Promotion), please indicate the author information and source when reprinting!