【Operational Methodology】Strategies of Cold Start and High Growth
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Note: The content comes from NetEase Cloud Classroom Product Manager Micro-Professional 1. What is Operation? 1. Products are responsible for giving birth to children, and operations are responsible for raising children. 2. Product design determines the upper limit of product operation , and product operation determines the life and growth rate of the product. 3. Operations work is a reservoir. We need to increase revenue and reduce expenditure to expand the pool of representative users. 4. Operation is about playing with the elements of users, channels, and content. 5. The three steps of operation: attract new customers, retain existing customers, and promote activation. 6. Operations are the role that makes a product come alive. 1.1 Operations and Product Manager For product managers, they are more inclined to be people who can grasp the business direction and make business decisions. The core knowledge system is about demand exploration. They can explore user needs and discover the different values of users. Of course, understanding of technology and grasp of user experience are also part of the product manager's knowledge system. Operations are about solving the problem of how users can obtain and use the product. Compared with product managers, operations managers come into contact with more real users. The contribution of operations to product growth is no less than that of product managers. For example, in the homogeneous competition between Didi and Kuaidi, what they compete on is operational methods, operational efficiency, and ROI (return on investment, the speed and value of burning money). Operations are highly purposeful, with various KPIs being the assessment indicators. Products are usually version iterations, and operations are basically done on a weekly or hourly basis. When hot spots or downtime occur, every second counts. Operational work also has its differences. Product managers may have more general methodologies, but once operations cross fields, the gap will be very large. For example, community operations and e-commerce category operations are almost impossible to cross over because their knowledge systems are different. For category operations, you need to understand the products, distinguish different types of product numbers and maintain them, cooperate with e-commerce procurement to select product prices, study how to sell, what the value and benefits are, as well as risks, and activities, etc. The assessment KPI is the category transaction price. 1.2 Operational work and core objectives Since operations work is measured by KPI, we can establish various indicators to track core operational goals and results. The core goal of operations is to improve the commercial value of the product. By breaking down the commercial value, we can derive various indicators (different indicators can be obtained at different levels of refinement): Business value = number of customers x average order value x repeat purchase (customers are those who pay for the product, and users are those who use the product) All operations work is done to enhance business value. The average order value is the average purchase amount of customers, and repeat purchases are the ability to make users sticky and continue to consume. Among them, customers are the most important, and acquiring more customers is the focus of operations. As mentioned before, operations are about playing with the elements of users, channels, and content. The users and channels correspond to the number of customers in the commercial value, while the content corresponds to the latter two elements. Therefore, the core task of operation is to attract new customers, promote activation, retain existing customers, and convert them to paying customers. Among them, there is another formula for attracting new customers: Attracting new users = traffic (laying channels) * conversion rate (dissemination) . The purpose of activation and retention is to maintain old users. The cost of maintaining old users may be 1/5 of the cost of new users. For old users who are really impossible to maintain, you can consider transferring them to paid users to obtain more commercial value. In addition, one thing that operations need to pay attention to is the business model of the product. Different business models will have different operating strategies. We can divide them into four typical business models: 1. Products are free, but advertising is charged. For example, search, news, video, and community will become attractive to advertisers as the number of users increases. 2. The product is free, but value-added services are charged. For example, video memberships and game props are obtained by acquiring a large number of users for free and then charging for value-added services. 3. Product charges. Such as genuine software, enterprise services, games that charge by time, and independent e-commerce products can also be simply classified into this category. 4. Collect taxes on products. Commonly seen in platform products, such as Alipay . 2. Product Manager’s Operational Perspective 2.1 Operations during the Product Lifecycle In actual work, operations and product managers need to work closely together. At different stages of a product’s life cycle, product managers will focus on different points. 1. Product launch phase: formulate a product launch promotion plan (what are the selling points, what are the core competitiveness, what are the promotion functions, etc., sort out an idea, complete a standard construction, the product is responsible for the functional module, and the operation is responsible for the content output), build the product official website, and design the promotion landing page. 2. Product operation stage: The product will be continuously iterated. Operations will collect user feedback, understand user voices, and support iterative improvements of the product. At important nodes such as product updates, the information will be communicated to users through operations. In addition, the product also needs to develop backend and operation tools for operations, embed code (implanting code into certain pages to monitor user access behavior and obtain data), and statistical data to provide background and data support for operations. 3. Acceleration stage: Develop supporting facilities based on the gameplay required for operation: such as points mall and coupons. Operating and holding events may involve product changes and compatibility (the gameplay of some activities may involve functional changes). 2.2 Mutual complaints about operations and products Common operations complaints about products: 1. You are not down-to-earth and do not understand users. Users do not use your product according to the logic you designed. 2. Continuously iterating products and releasing versions means constantly leaving gaps for operations. How do you fill them? 3. Your product has no characteristics compared with your competitors. How to promote your product? Points that products will complain about: 1. Operations should use the product well. You will know it after using it. Don’t ask about everything. 2. To attract traffic, they add banners, make them bold and use xxx, which makes the user experience terrible. 3. Operate activities with integrity and avoid causing users to complain. 4. You make a fuss about high-end products, but it lowers the quality of the products. 2.3 User experience factors look at operations and products 2.4 Examples of Mutual Collaboration Taking the home module as an example, the product will first draw a framework diagram: the title is the home section, which includes category labels, products (name and price), etc. At this time, the operation will consider: propose a slogan at the strategic level: "Go home and relax your body and mind", whether the product should add this slogan next to the title, and communicate the design style with the visuals. The operation department will then consider what kind of products to sell: household products such as bed sheets, quilt covers, pillows, etc. At this time, the products are classified into categories (bedding, life, kitchen) and the secondary catalog and architecture design are communicated with the development department. The operation determines the products to be put on the shelves, such as: what the product is, pricing, specifications, core selling points, how to package the selling points, photo shooting, etc. Final look: 3. Core elements and basic principles of operation There are four core elements of operation: users, channels, content, and data. The following content will also revolve around these four points. Among these four core elements, meticulous cultivation is the principle of operation. The sequential implementation of these four core elements can achieve a simple operational closed loop. For example, if the user is a startup company and the contact channel is an incubator, the startup company in the incubator likes the content of "N pitfalls encountered in entrepreneurship", and 100 people will participate after the sharing session is organized. Cultivate carefully through the operation factor table: Intensive farming means segmentation. The starting point of intensive cultivation is users. We can segment and slice users in different dimensions, such as slicing startups based on financing rounds, office channels, etc. The significance of intensive farming can be understood through the following calculation: 1. Assuming there are 100 users and the conversion rate is 20%, the converted users = 100*20% = 20 people. 2. Segment the 100 users, invest in different strategies and focus on key points, and convert users = 50*40% + 30*20% + 20*5% = 27 people. 4. Cold start and user operation strategy What is a cold start? Cold start is the question of how early products acquire core users and how they operate. Early products can be innovative products, business extensions of existing products, or the introduction of new features. The difficulties in the cold start phase are: Commonalities: no money, no traffic, no users; the products are simple and cannot fully meet user needs. Personality: The e-commerce product categories are insufficient; the community has no content and no friends; the company's products lack actual industry application cases. In the early stages of a product, the reason for most product failure is that no one needs the product. Therefore, the operations team also needs to jointly formulate operational goals to determine whether the expected goals can be achieved through actual operations, thereby determining whether it conforms to market trends, whether it meets user needs, and whether the business model is established, rather than just thinking about becoming an overnight success. 4.1 You can operate without products During the product cold start phase, even if there is no product, we can start operations at any time to preheat the product. In the Internet age, things change every day, and the fastest market changes can be recorded in half a year. Therefore, during the operation process, we must always pay attention to market changes, new actions of competitors, and understand users. If the market is taken over by another product first, you have to consider whether to make directional adjustments. Regarding understanding users, product managers can only personally experience one group of users. Even if the product manager is not the target user but thinks he is the target user, he will lead the product astray. Therefore, operations also need to approach and understand users with a third-party mentality. We can first become an in-depth user ourselves, then we can call to survey users and recruit relevant experts to understand users (having an expert in the team can help the product avoid many detours). During the cold start phase, we can also retain users. For example: Survey questionnaire: can collect user’s email and phone number. Official Account : Developed in H5 format, with low development cost. WeChat group : Add target users to the group first to get user feedback all the time. Since they have participated in the early operations, it means they are interested in the product and can be part of the first batch of promotions after the product is launched. The principle of cold-start products is: no matter how ugly the product is, it must be seen by users. It is best to show it to users starting from version 0.1 and ask for their feedback. This is very helpful for subsequent iterations and will also allow users and products to grow together. This principle actually comes from the MVP concept mentioned in lean products. In addition, an important element for MVP products in the cold start phase is that there must be a user entrance. Obtain iterative opinions through user feedback portal, with automatic updates and upgrades = MVP important functions. 4.2 How to obtain Angel users During the cold start phase, there are two types of users who are most helpful to the product: One type is angel users. Angel users are early testers of the product. They are very interested in the product and can actively provide suggestions, so the role of angel users is very obvious. The other category is seed users . Seed users are the target users of the product. Early users who are willing to use your product may not be your target users, but they are very likely to be daily users. Therefore, an obvious feedback portal can activate daily users to a great extent and allow them to give you feedback. We must also respect and be grateful to them and pay attention to their changes. Shortening the feedback cycle and actively thanking them will make the product grow faster. But it should also be noted that since angel users are likely not the target users of the product, the demands they raise must also be carefully screened to see whether these demands represent the opinions of seed users. Among the angel users, there is also a type of Hell's Angel user: 1. Internet tourists: They are just interested in experiencing the product, thinking about the product design ideas, and offering suggestions. 2. Opinion leaders often bring some negative reputation to your product due to the imperfections of the product in the early stage. 3. Critics: They will find all kinds of faults in your product, and you need to appease them. So how do we find angel users? 1. Use all your social connections as angel users and let them give you advice. 2. Go wherever the users are. This involves previously segmenting users and understanding the scenarios that users may visit through segmentation, and then going to talk to them in these scenarios and ask for their opinions. We can also continue to classify users in this process: which user types can best meet their needs. At the same time, user profiles can also be created for seed users, which can help the product understand user needs and gain in-depth understanding of the scenarios in which users may be. There is a principle for finding angel users for products: quality rather than quantity. 10-100 users are sufficient to support product iteration needs. If there are more, poor control may attract Hell Angel users, causing the product to get out of control. 4.3 Obtaining seed users and protecting reputation Through the previous step, we have obtained the angel users and some seed users of the product. At this time, we can use user portraits to more accurately locate the population and analyze which angel users are seed users. If they think the product is good based on word of mouth, then the product is successful. Protecting the reputation of seed users will make a great contribution to future user conversions. We can do this in the following ways: 1. Predict the product stage, that is, judge whether the product can meet the needs and whether the product needs are fully understood. 2. Control the expectations of seed users, that is, tell them that the product is in the internal testing or public testing stage and is not an official product. Through activities, they will receive greater discounts after the product goes online. Avoid frustrating them while also maintaining rapid product iteration. 3. VIP service. For example, although it is a SAAS product, because they are seed users, VIP services can be provided to help users deal with some difficulties they encounter. Good service will also generate positive reputation. 4.4 Operation of seed users Startup products can also be operated as mature products. Although there may be nothing in the early stages, we can achieve it in a stupid way. For example, you can use Excel instead of CRM to track users, and use Excel instead of BI to analyze user conversion rates and conversion funnels. The most important operational goals of seed users: 1. Obtain the most authentic usage data from users (focus on initial retention, feedback, and iterative improvements) 2. Get feedback from users in direct scenarios. There are some tips for seed user operations: 1. Use the review system to combine the research process with the product usage process. For users who meet expectations, let them fill in user information and their own demand attributes, and then obtain trial permissions, so that we can obtain the roughest user information. 2. Actively follow up with users. Most users vote with their feet, so if users give you feedback, you must face it with a very positive attitude, even if they are scolding you. 3. It is best to make a follow-up call or even make an appointment to have a chat. Although you may face many setbacks, you can obtain a lot of user information. 4. Compatibility may not be good during the MVP stage, and users may directly say there is a bug. We can appease users and optimize the product, and prompt for replacement when incompatible browsers are detected. 4.5MVP product verification The essence of MVP products is to assume that a certain hypothesis is valid and can bring unique value to users, and then use MVP products to realize this hypothesis at the lowest cost and verify it with target users. During the MVP stage, it is important to have an expert in the team, because your bold assumptions may just be common sense in the industry, and an expert can help you avoid detours (it is also a good idea to make an appointment with someone in the industry to talk to him). The mentality for MVP is to dare to deny yourself. If the determined demand hypothesis is met, we can go from 1 to N. We can classify users according to the degree of satisfaction of their needs, determine how the product plan divides users into levels, and satisfy user needs in a controllable manner. User expectations at each stage are controllable, and the user trial scope and influence circle are continuously expanded to ensure that each stage is focused on the goal rather than thinking about satisfying all user needs. If the demand does not match the market and is a false demand, then the product needs to dare to transform. Maybe this assumption is wrong, but you have gained new knowledge and will be faster the next time you set sail. The operational data that needs to be paid attention to during the cold start phase needs to have more stringent "activity" standards, and be wary of vanity indicators. Vanity metrics such as total downloads and installations are useless for product iteration. We need to discover metrics that can improve the product. For example, among multiple indicators, payment is the most important one, so we can analyze the attitude of paying users. For example, if we do pre-sales, we can give a pre-sale letter of intent. In this way, we can test the user attitude, why they pay for a certain function, and what functions they are worried about. In addition, we also need to consider the reasons for user retention and loss. As for the reasons for retention, we need to analyze the points of retention, magnify the advantages, and establish barriers. Recognized users will become barriers and promotion points. For the reasons for loss, we need to analyze whether the users meet the product positioning. If not, we can abandon them. If they do, we need to analyze and include them in the subsequent product iteration optimization plan. Finally, under the most basic strategic layer of user experience elements, an even more important point is the unity of team philosophy and values (from the Book of Revelation). The team's mission and values are the driving force that can support the product. In the MVP stage, if the team's mission is valid, even if the hypothesis fails, you can continue to verify it under the mission. This is the team's attitude towards NO, which can support everyone to do many things. A product manager can be understood as an evangelist. When you convey the information obtained from communicating with users to the team in a positive way, the team members will also understand the matter, understand the product, and make the product team recognize the matter. 5. High growth and channel operation strategy Money has two major meanings for operations: only with money can you dare to recruit people, especially experienced people; only with money can you dare to do promotion arbitrarily, whether it is laying channels or doing operational activities, money determines how far you can achieve. No matter how hard you try, you will eventually encounter this bottleneck. Behind the so-called free of charge, there is actually hidden and opaque money. For example, the three most common ways of online communication are to find big Weibo accounts, publish articles on self-media , and hire internet trolls. These cannot be disclosed publicly, so people just say that not a penny was spent to pretend to be sophisticated. Jianshu author: Operation is not difficult - how to operate without operation resources? What is a channel? A channel is a passage for products to reach users; it is a route. In other words, anything that can reach users is a channel. Behind the tens of millions of users and viral content, a large number of channels are needed in the early stage to push the content. In very mature companies, operations and markets are segmented differently. The market focuses on how users perceive the product, how users perceive the product, how the brand is transformed, what channels are used, and how business cooperation is conducted. The market looks at macro-level issues. Operations take into account that users have already been exposed to the product, and need to consider the conversion rate at the time of intervention, how to enhance activation, and complete detailed user segmentation to generate higher value. In other companies, the coupling between operations and markets is still relatively large. Generally speaking, when BD is laying out channel cooperation, it is important to think clearly about what it wants to get from the other party, what value it wants to provide to the other party, and what resources it wants to provide to the other party in order to be considered an equal exchange. 5.1 Common channels Laying out channels is an important prerequisite for products to achieve high growth. Common channels can be divided into offline channels and online channels. ● Offline channels: Offline channels actually come more from product supply chains and upstream and downstream markets. For example, for APP, the entire line includes: chip manufacturers (solution providers), mobile phone manufacturers (manufacturers/OEM/ODM), channel providers (agents, national packagers), warehousing, and offline stores. The offline channels that APP can cooperate with include pre-installation by manufacturers and other methods. With the development of the Internet, traditional Internet products have gradually begun to lay out offline channels ( O2O ). The integration of Internet products and traditional products will become a trend in the future, so this part also needs to be considered. ● Online channels: 1. Application market : 1-Official application market: Appstore, Google play, WP official store 2- Third-party application market: Third-party assistant markets: Baidu Assistant, 360 Assistant, Wandoujia , App Store , etc. Manufacturer market: Xiaomi, Huawei, Meizu, OPPO, etc. Operator stores: China Unicom Wo Store, China Mobile MM, Tianyi Space Traditional third-party markets: Jifeng Market , Anzhi Market , App Store , etc. 2. Information flow advertising Weibo Fantong ( Sina Weibo blog posts, applications) Sina Fuyi (Sina WAP, Sina News) Tencent Smart Push (Tencent News, Video, Weibo, Web) Sohu Huisuan (Sohu News, WAP, Web) Today's headlines Baidu Post Bar 3. Advertising platforms and alliances Advertising platforms: Adwords, inmobi, Guangdiantong Wangmeng: an advertising alliance of many large and small channels in China It is becoming increasingly difficult to distinguish between advertising platforms and alliance networks. The difference between the two lies in whether SDK is used to control downstream media, whether there is background query data, and the number of channel packages provided. We can obtain advertising platforms and alliance channels through various industry QQ groups, public account sharing, and friend introductions. 5.2 Channel Cooperation Methods 1-Business cooperation Connect with business partners The purpose of cooperation between partners is to exchange each other's advertising and user resources User number KPI orientation 2- Operational cooperation Connect with partners’ operators The purpose of cooperation with partners is to increase the activity of their own products and increase their own user numbers User activity KPI orientation 3-Product level cooperation Connect with partners’ product personnel The purpose of cooperation with partners is to make up for and improve some product functions and content deficiencies. Take product function and experience improvement as KPI Tencent App Store is an example: Business cooperation (the purpose is to obtain activated users): Privileged gift package activities; first launch activities: exclusive first launch, joint first launch; special activities: holiday hot events, theme operation activities Operational cooperation: Traffic exchange capability (exchange for a large number of recommended resources from App Store, and download exchange): ordinary traffic (buying traffic, bundling, recommendation, etc.), traffic-saving SDK Marketing capabilities (micro-download users are online, red codes are used offline, improving conversions, increasing marketing appeal, improving conversions, increasing marketing appeal): micro-download, red codes Product Cooperation: QQ account API: QQ login, QQ sharing, QQ relationship chain Social sharing API: share to QQ, share to Qzone (increase download activation conversion, increase exposure, improve product experience, and increase stickiness) App Store API One-click installation on PC official website 5.3 Common channel requirements 1. Interface requirements: Content output and import Interfaces for open platforms such as Weibo and WeChat Purpose: More content output in exchange for more display advertising space Expand your product content and improve the experience 2. Product functional requirements: Red envelopes, PUSH, pop-ups, etc. Realization of requirements: Prioritize H5 development (development is difficult; trial and error is difficult to test functions) Try to use the product’s existing operational activities to cooperate 3. Data requirements: Data collection and statistical distribution (links, channel package generation, device number capture, etc.) The need for data visualization Realization of requirements: If conditions permit, you can develop it yourself You can also access third-party data statistics platforms such as Umeng and talking data 5.4 Channel Anti-Cheating There are a huge number of channels and partners, and their quality varies greatly. Channels may use false means to make the channel quality (user traffic, activity, engagement, etc.) look excellent in order to profit for themselves. Therefore, channel fraud prevention is also necessary when conducting channel cooperation. The anti-cheating method is related to the cooperation mode when purchasing channels. For example, one click is 1 yuan, so the channel can increase its own clicks and make more profits. Basic activity anti-cheating can use activity to evaluate channels, such as daily activity, weekly activity, monthly activity, etc. In addition, conversion rate can also be used for assessment, that is, the conversion of traffic into real users or active users. The monitoring method can be to embed data. For example, if the conversion rate of channel A is 1%, channels B and C should also be around 1%. If the conversion rate of a channel is 0.1%, this channel may be cheating. Another method is to use device information to prevent cheating, which is to use device hardware information and network conditions to determine whether a new user is real (IMEI, MAC, UDID, IDFA, IP, registered account, etc.). This requires that as much device information as possible be captured under legal authority during the development phase. General principles of channel fraud prevention: 1. Quick trial and error. It is a waste of time to constantly argue with the channel about whether it is good or bad or whether it is cheating. Don't get entangled with the other party, just don't cooperate with him, it's acceptable. 2. Continuously update activity assessment indicators, more in-depth assessment of core function indexes, and more complete equipment statistics. 3. The user acquisition price will not be too low. If the price is too low, it means there may be cheating. 6. Content Operation in the New Media Era Channels are the starting point of operational communication, and content is the detonating point of product communication. Compared with old media (newspapers, television), new media uses new technologies to provide content and services, but content is only a part of new media. New media is interactive (feedback) and dynamically changing. It does not just input content to users. Therefore, new media operations will become a priority segment of operations. The essence of new media operations is to take advantage of the dividends of new media platforms. It is just a means of achieving marketing effects at low cost by utilizing the characteristics of this platform. New media is a relative concept and a relatively new form of media. For example, "new media" such as Sina Weibo no longer have enough space for promotion, so they have become old media. New media is not equal to self-media. Self-media is a deconstruction and reorganization of a media organization form with more personal colors. New media operation does not mean only operating your own new media account, but paying attention to all social platforms and resources where the new media is located. These resources are difficult to access using your own personal account. And you don’t necessarily just need to post content yourself and have others forward it. If relevant matching accounts can help you publish it and make it happen for them, it will still meet the operational needs of your product. Why should we pay attention to new media operations? New media can take advantage of the dividends of the rising period of new media platforms to achieve a multiplier effect. In the early stages of new media development, it is necessary to cooperate with all parties. At this time, joining platform promotion will easily lead to homepage recommendations, thereby driving product growth. The goal of new media operations is not just to focus on the number of readers and forwardings. Different stages have different purposes and goals, but in the end, the new media effect still needs to be evaluated: Effect = quality of communication * quantity of communication The amount of dissemination can be promoted through a large number of channels , and viral content can also achieve a large amount of dissemination. But the most important thing is to look at the quality of communication: that is, when a certain number of users are exposed to the content or services disseminated by your new media, what kind of perception do they have of this product? Is it superficial, or is there a clear understanding of what can be done and an urge to use the product? Although relatively intuitive, it is a very important parameter in evaluating operations. How to improve the quality of communication is something that content operations need to consider. 6.1 Establish product voice channels First, clarify the product positioning and stage goals: 1. What user needs does the product meet? (Analysis of broader needs based on this need cannot be separated) 2. Who is the target user of the product? (The primary purpose is to create momentum for the product and let potential target users know about it) 3. What is the KPI of the product in the past year? (How much value can new media bring in terms of new products? Can this work help new products in a relatively direct and effective manner?) Then, select your new media mix: 1. Weibo and WeChat 2. Self-media platforms : Toutiao, QQ public account , Baidu Baike… 3. Community: Tieba, QQ interest tribe, Zhihu... 4. More new platforms: Wandoujia.com, Taobao headlines… At the same time, pay more attention to the emergence of new media that are in line with the positioning of your own products and seize the dividends of the platform's rising period. Then, determine the positioning of the new media: 1. Determine the personalized positioning, including personality, age, character, interests and hobbies. (New media platforms have very strong social attributes. It is very difficult for modern people to remember a product. We tend to remember brands and people. Brands are personalized products. Once they are personalized, they will have certain habits.) For example: Lofter is a 30-year-old uncle who is tasteful, introverted and fond of photography; the consumers in LOFTER are often young women, which is exactly what the uncle expects; but his positioning on WeChat is different, because the people on WeChat may be younger and have a completely different image. Durex is positioned at boys in their early 20s who are educated, love to play pranks, and like to study sexual knowledge. In the era of information explosion, new media must have a certain personality to be remembered by others. At the same time, personality will gradually change and evolve, and the different stages of development will expand. There will be continuation and change in character and positioning. 2. What content and services are provided? Original or reprinted? User base and what it satisfies? To standardize and describe. What special services can self-media provide? For example, can the self-media of e-commerce provide consultation and customer service, or serve as membership card vouchers, or provide users with mini-games and coupons like Haidilao? 3. Establish unified operating standards: Visual, such as pictures, layout (as small as layout, color, watermark) Copywriting , such as account description, catchphrases (how to describe yourself, introduce yourself, etc.) Because new media may not be operated by one person and each person may have a different personality, defining a unified standard can ensure that different people operating it can experience the same personality, otherwise it will confuse users. 4. Plan new media content, including: 1- Daily content and frequency of releases. That is, to clarify the main line of daily operations, a clear plan should be made in the early stage to ensure that the new media is alive and continuously operated, so that people feel that such personality is fresh. However, this is not enough, and it is also necessary to: 2- Establish a featured column and publish at fixed times. For example, LOFTER has a small column for learning photography by looking at pictures; 36kr will publish at 8:15 every day; Luoji Siwei will send voice messages at 6 o'clock every day; this will give users an expectation and make them wait. In addition, you can: 3-Plan interactive activities. For example, there is a reward for forwarding: Durex - #Eliminate Nonsense#, where we can talk about misunderstandings, discussions and controversies about sexual knowledge. After users interact with new media, they can better understand what the product can satisfy. 4-Operate and respond anytime and anywhere. Operations is likely to be a 24-hour job, involving feedback from users and publishing content. Because once a hot spot appears, its window period may only be a few hours. The first three contents represent a clear and rich personality, a living "person", while occasional hot spots are of great value in triggering them. 5. Planning new media services: Different platforms have different technologies that can be used, so we need to use platform technologies to find our own special services (for example, WeChat not only has public accounts, but also service accounts, and may have merchant accounts in the future. Each account has different permissions, functions, and external plug-ins). Providing content may not have a strong barrier, but providing distinctive services will be eye-catching, such as tailor-made clothing combinations and authorized daily recommendations. New media is also an important place for word-of-mouth operations, and users will provide feedback such as suggestions, complaints, questions, and unreasonable demands. New media must accept these problems. If the accumulated problems are not solved in a timely manner, user reputation will become worse and worse. Once these issues are resolved, users will spread the word. There may be hundreds of feedbacks every day, but this is unavoidable. Document the typical problems you have collected, using a different tone and feedback method, and pass it on to others for common use to improve your own efficiency. Therefore, it is also very important to establish a white paper on word-of-mouth management. 6.2 Methodology of Dissemination and Detonation The methodology of communication and detonation cannot be guaranteed to be feasible. Each communication and detonation is unique, so we need to continuously iterate this methodology. 1. Ignite the basics: plan ahead and establish an operations calendar. Including common domestic and international festivals, holidays, and anniversaries of major historical events; such as Zongzi Festival, Double Eleven , and the National Day holiday; there will be related topics before and after such festivals. At this time, you need to plan some unique content in advance; in addition, you can prepare some unpopular and interesting science festivals: such as the International Left-Handers Day on August 13th. This topic is very interesting, but it is a festival that has existed for a long time. You can look for left-handed athletes, left-handed health topics, etc. In addition, you can also prepare important anniversaries that your product’s target users may be concerned about, such as celebrity birthdays (details: WeChat one day in advance, Weibo morning of the same day). 2. Pay attention to current affairs and online hot topics, and be prepared at all times. Paying attention does not mean following blindly. You should choose topics or angles that suit your own positioning. You should be aware of online hot topics in a timely manner, and analyze whether the topic is in line with your positioning and whether it can produce a good theme. Otherwise, don't do it. 3. In addition to following the trend, you can also create the trend That is, planning social hot topics and coordinating public relations communications. Following the trend is just like eating leftovers, if you have the ability to integrate and create trends, then go for it; for example, the most beautiful military training goddess of Zhejiang University on LOFTER has brought a lot of traffic to LOFTER and caused a surge in traffic. This was actually planned a long time ago and was one of the five alternatives prepared by the team to cater to the new students entering the school. It was planned by new media operators and carried information that reflected LOFTER. 4. A title is worth a thousand words The title and body text also conform to the "28 Principles" (excellent titles are a necessary skill). Here are some shortcuts for writing titles: 1- It’s about “you”: If you can’t do a good job in PPT, you will be kicked out of PP 2-Question: What are the famous swear words in "Romance of the Three Kingdoms"? 3-Experiential feeling: Her story made countless people cry 4-more… These titles cannot escape people's need for social currency. They will use these topics to discuss with others and label themselves. 5. Don’t fight alone, lay out communication resources There are two characteristics that make information explosive and spread: First, the content is of high quality and influential enough. Second, there are enough communication resources and influential resources to help you succeed when you need to explode. Therefore, as mentioned earlier, we need to lay a good enough channel: You can join a new media alliance. Common accounts will form an alliance and they will acquire similar fans. You need to find an alliance to occupy the land and help you. You can also join the social influencer groups on the dissemination nodes, such as training institutions, teachers, fans, celebrities, and corporate management executives, build good relationships, share articles in the group, and they will help you forward and spread them. You can also build your own fan base and establish your own communication node. 6. Seize the dividends of new platforms The old platforms already have a lot of followers, so the probability of them forwarding and reading will be lower. As mentioned earlier, we also need to consider whether there are new platforms, and use the expansion of some platforms to implant content and open up channels to share the dividends. 7. Keep up with the rules of new media platforms On other platforms, you need to abide by and follow some policies and encourage: 1-What new features will be launched recently? For example, Weibo sends out red envelopes during the Spring Festival, and WeChat launches a voting function; resources that were previously very expensive may now be provided for free. 2-Recently cracked down operations. For example, we should crack down on the inducement to share articles and the mutual promotion of big accounts in the circle of friends; we should keep abreast of this information, respect their wishes, and avoid our own risks during this period. 3- Become friends with the other party’s operations. Knowing the above information in time and early will give you more recommendation opportunities and you will be forgiven when you make mistakes. 6.3H5 creative collection, popular in WeChat Moments H5 is just a technical means, the ultimate goal of which is to achieve the user's goal and provide users with social currency. What is social currency? Simply put, it is to use the characteristics that people are willing to share with others to shape your product or idea, so as to achieve the purpose of word-of-mouth communication. The driving force behind user communication never changes: 5 types of “social currencies” – finding topics to talk about, expressing ideas, helping others, shaping an image, and social comparison. Typical cases: 1. Data inventory (self-inventory, official inventory): Self-inventory can help users discover valuable personal behavior data, which may be things they are not aware of or have forgotten, but are very important to them. It will also awaken users' attention to this behavior. Advantages: High entrance conversion rate: everyone is interested in themselves. Users will collect and take screenshots. Unique data, cannot be copied. Disadvantages: Low frequency, and must be completed at the end-of-year inventory point. It relies heavily on loyal users, so the data will look better when there is a lot of user data. Note: Set up points and run data in advance. The data model might have been designed months ago. Data that is not nicely packaged. Avoid exposing user privacy and do not share. Official reviews, such as the first post-00s mobile internet user insight report and 2015 Lufax semi-annual report; Advantages: It summarizes a large amount of data and has high news value. Exclusive data, cannot be copied; Disadvantages: Low frequency; high requirements on brand, and the objectivity and authority of data; the affected population is small - within the industry and the elite class; Note: Plant data and run data early; interpret data, users want conclusions; rely on the media and third-party organizations to enhance your sense of authority. 2. Test (fun test, custom test): Fun quizzes, such as what will make your life better in 2016? What will you be doing in 20 years? ; Advantages: Low operating costs. Disadvantages: overwhelming, low product placement, traffic model; Note: The results do not need to be scientific, but they must be positive or funny; repeated tests may produce different results; custom tests, such as the Partner Test - a test paper where only you know the answers, forward it to your friends to let them answer, and then judge whether it is suitable for you. Advantages: strong social attributes, high proportion of messages sent to a single person; long interactive links and large implantation space. Disadvantages: High barriers to participation; Notes: The questions must be multiple choice; people must “pass”; seize social relationships – WeChat and Weibo. 3. Internal consumption (emotional and interactive experience): Emotionally touching, such as "A Letter Home"; Advantages: Improve product quality and effectively convey brand values; Disadvantages: All-in on copywriting and visuals. Note: The copy needs to be repeatedly scrutinized and revised to be successful. There is a certain time limit (before and after the Spring Festival travel rush). Interactive experience, such as do you dare to answer this call? ;Durex Art Museum; Advantages: long retention time, long play time, repeated play. Novel, high detonation success rate; Disadvantages: Dependence on H5 technology, success cannot be replicated; Note: Pay attention to H5 interaction and animation technology to find the triggering point. 4. Games, various small games represented by Surround the Nervous Cat; some of them are outdated at present, but you can try them if you have the ability, such as I Want to Be on the Headlines and My Marriage Certificate; Notes on H5 communication plan: 1. The trend of H5 communication changes rapidly. Don’t stick to experience and develop the habit of collecting cases. 2. Form a closed loop: home page, ending, guiding sharing, and sharing copy. (Check how the shared content is attractive and return to the homepage again. Each link may cause loss, so check carefully). 3. Don’t forget the goal: to attract traffic to the product and increase brand awareness. 4. Conduct cognitive testing: Find out how much users know about your product after engaging with the H5 (users think the product is fun but has no communication quality). 7. Data Operations for Mature Products Products have different operating strategies at different life cycles. During the growth stage of a product, attracting new customers is the focus of the growth stage. During the product growth phase, the number of users will increase rapidly, and the main tasks we need to do are: 1. Rapid iteration around core functions (cannot meet the needs of all users). 2. Build product reputation (users will only remember unique products). 3. Focus on developing target users (obtain word-of-mouth from the target user group and generate spontaneous dissemination). For mature products, the growth curve is slightly flatter, and we need to pay more attention to cost-saving, improving operational efficiency, and discovering new functions to extend product lines. For mature product operations, we need to do the following: 1. Reasonably control ROI, that is, the input-output ratio, to achieve the maximum effect at the lowest cost. 2. Solidifying operational strategies into products, such as discounts, user rating systems, and recalling old users, can improve one's own operational efficiency. 3. Extend product lines: increase product moats to prevent competitors from poaching users; explore different needs of the same group of people; explore upstream and downstream of the industrial chain. 7.1 Data Operation Strategy During the product maturity and stable development stages, intensive cultivation of user segments is a more important operation goal. For different types of users, adopting different operation strategies can achieve better retention effects. Let’s review the product operation goals as follows: Attract new customers (expand channels, increase conversion rate), promote activation (increase frequency, increase payment, maintain core users and secondary communication), prevent churn (define churn, churn reasons, churn warning), recover churn We can establish the following user data indicators (the calculation method of the data indicators needs to be formulated at the same time, otherwise deviations may occur during development): User registration data: number of registered users, time growth rate, number of channel sources, conversion rate, and registration process funnel model. User retention data: user login time, frequency, and length of stay. User activity data: number of active users on X days, user usage behavior. User payment data: payment conversion rate, payment amount, and payment duration. User churn data: number of churned users, churn rate, typical behaviors of churned users, number of users about to churn, churn recovery strategies and effect analysis. When retaining and activating users, we can also make use of human nature, for example: lust (Momo, Qvod ), vanity (level medals, limited edition), greed (red envelopes), snooping (during the time you were away, we quietly updated...), showing off and comparing (inviting people to vote in the circle of friends), and social recognition (if you don’t forward it, you are not XX). As for the activation of old users, we can fully mobilize internal channels within the system: message center, pop-up windows. Outside the system: SMS, phone calls, emails. Note: Operations need to focus on selecting data indicators for tracking based on the characteristics of the product, and then formulate corresponding operation strategies based on the data. At the same time, it is necessary to record major operational events that occur during the product operation process, verify the operation results, and absorb and grow from past experience: 7.2 Decomposition method to achieve goals Operations is a very goal-oriented job, and work pressure also comes from KPI. For example, operations may have the following goals: triple sales this year and increase the number of new users brought in by activities from 200,000 to 450,000. We can use the decomposition method to decompose the goal, recursively, from top to bottom, and then we will know how to do it when implementing it. 1. Decomposition from the business value formula: Business value = number of customers * average order value * repeat purchase We can continue to break it down: New user contribution = number of new users * average order value Contribution of old users = number of old users * average order value * number of purchases within a period Number of paying users = traffic * conversion rate This breaks down as follows: During the decomposition, we can also communicate with the product team about what new features will be launched this year and what data can be improved. 2. Decompose from the time period (analyze the reasons and grasp the rhythm): 3. Decomposition from user attributes: Contribution of old users = number of old users * average order value * number of purchases within a period Old users = one-time paying users + multiple-time paying users + lost users Contribution of one-time paying users = number of historical one-time paying users * conversion rate * average order value * number of purchases within a period Conversion rate = 1-churn rate analysis can adopt the following operational strategies: How to encourage repeat purchases from old users? Can we win back lost users? How to reduce the loss of old users? Can the purchase price of old users be increased? 4. Use the goal decomposition method to complete an activity: Then you can generate an activity strategy: Limited time: 10 days only Promotional strategy: 1. Set a threshold: free prizes for purchases over 600 yuan 2. Digging: You get 3 chances to draw prizes, 100% chance of winning (a 50 coupon minus 650 coupons) Operational objectives: 1. Coordinate resources, expand new channels, and attract 3,300 2. Improve the paid conversion rate and average order value through activity gameplay Application resources: 1. Apply for Prizes 2. At the end of the joint event, the core idea of the decomposition method is to be goal-oriented and help yourself sort out and generate ideas. Therefore, historical data is also very useful, and comparing historical data will give you more control over the product. Operations also need to set goals for users and let users operate in your way rather than having them operate on their own. Finally, all the methodologies have been summarized, and what remains is continuous practice and summary to become an excellent product operator. Mobile application product promotion service: APP promotion service Qinggua Media information flow The author of this article @夜妖黑猫is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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