User operation strategy plan

The article divides Someet users into a pyramid model and designs corresponding operation strategies. Let’s take a look~

I love to go out and have fun, but it was not until recently that I learned about the once popular "High-end version of Go Out and Have Fun version of Douban Local" platform.

Two strong feelings come down from this:

Weird and interesting people get together and become even weirder, and they are willing to spend time with them.

The product is really hard to use, and the operation is so Buddhist, it looks like the clothes are loose and one sleeve is not even put on.

So I took it out to practice my thinking - I pondered it for a few nights, divided the users using the user pyramid model, and added some strategies that I felt were very practical (≈ had conversion rate) to each of them.

Because of my interests (I am better at having fun, not good at organizing activities) and work reasons (I work with users and can lay, dig and pry), I have spent more time thinking about methods on the side of event participants and less time on the side of event organizers. I'll add more information when I get a chance to contact the event organizers.

Article Overview

Divide Someet users into a pyramid model and design corresponding operation strategies.

First explain what the product is, what value it provides, and what the product's business logic is?

Secondly, based on the key behaviors of "activity initiation and activity participation", users are divided into 5 different levels, and the leveraging points for leveraging and converting users at each level are analyzed.

Finally, focusing on the leverage points, explain what operational strategies can be implemented by users at the corresponding level?

Part 1 Product Description

1. Product Overview

Founded: 2015

Product value: Offline event recruitment platform, where activities are initiated and participated by users; events are held based on interests, and people are matched by interests to achieve interest-based social interaction.

platform:

Subscription Account (stories, interviews, special topics)

Service account (activity news release, service news push)

Mobile web platform (https://m.someet.cc/activities, only supports opening in WeChat)

Role: User - Platform (Activity Assistant) - User.

Number of users: From April 2015 to May 2016, more than 2,000 offline events were held in Beijing, with a total of 70,000+ users. As of now (early 2019) there are 100,000 users.

(Someet WeChat public account)

2. Product Features

(Activity list page)

(Event details page)

Part 2 Product Business Logic

Part 3 User Pyramid Model Division

1. Key points of the product

People participating in activities + event initiators screening people: matching people by interests.

Activities: Large quantity and high quality

Individuals: high participation rate and rich personal information

2. Product Virtuous Cycle

There are many activities initiated, the participation rate is high, the quality of the activities is high, and the interests and social needs of both initiators and participants are met.

Initiators are willing to initiate more activities, participants are willing to participate in more activities, and the product is more active.

Spontaneously spread the word and attract new customers through event recommendations/word-of-mouth recommendations.

Therefore, the pyramid model is divided based on "activity initiation and activity participation" as the key behaviors.

3. User pyramid model division and definition

Part 4 Operational Strategy

Above we defined the characteristics of each user layer. Here, we set operational goals for each user layer, find leverage points, and finally formulate corresponding operational strategies.

1. Operational objectives

2. Layered user operation strategy

As above, there are 5 layers of users in total.

(1) The first and second layers of the pyramid: browsing users and activity participants

Content Matching:

1) In the "Subscription" tab, add content that may be relevant to the user:

• Strategy 1: What activities are users with similar interests (defined as those who have participated in ≥ 2 of the same activities) participating in?
• Strategy 2: What activities are users with similar tags participating in?

2) At the bottom of the event details page, add possible conversions

Strategy 3: Add "What other activities are there for activity locations ≤ 2KM" to increase user conversions by using distance as an opportunity.

Lower the decision threshold:

1) Optimize the selection efficiency of the weekly activity list

The current weekly activity list is in the form of pictures and can only be browsed, which is not convenient for users to perform subsequent operations and conversions.

Strategy 4: On the weekly event list page, you can quickly browse key information (such as event feature tags, date, type, location), click to save, and display information on the favorites list to facilitate comparison and participation.

2) In addition to the classified activity list, add ranking logic

Strategy 5: Ranking of this week’s popular and well-received activities.

3) Use random game sense to help aimless users make decisions

Strategy 6: "Random Selection" function, users can limit basic conditions (such as city, date, etc.). After clicking the "Random Selection" button, the system randomly selects an event for the user. It can only be used once a day.

Reach users:

Use service account template messages to proactively reach users and send template messages:

• Strategy 8: There are new activities in the categories subscribed by users (control the sending frequency to once a week);
• Strategy 9: The collection event is about to be full.

Increase trust in the platform and activities:

Strategy 10: Add an "Event Photos" module to the event page. This module allows participants to upload, download, and exchange photos, thereby increasing the storage value of event participants on the platform and improving the chance of return visits. At the same time, these event photos are displayed in the form of a collection on the personal page of the event initiator to increase the credibility of the initiator.

(2) The third level of the pyramid: event initiators

It’s easy to host an event for the first time:

• Strategy 1: Create an event SOP booklet & video to make it easier for event organizers to get started;
• Strategy 2: Provide dedicated consultation and guidance to users who are hosting an event for the first time.

A sense of accomplishment after the event:

Strategy 3: Add an "event photo" function and display it on the event details page and the event initiator page. This is positive feedback and a way to increase trust.

Easier to host the next one:

Strategy 4: For users who initiate activities at a fixed frequency (such as ensuring once a month), establish a dedicated group to operate and share event hosting tips every week.

Quantify standards to improve quality:

• Strategy 5: Add an evaluation session for event participants to collect user feedback and improve the quality of events organized by initiators;
• Strategy 6: Establish an event initiator evaluation system based on quantitative data such as participant scores and the subsequent churn rate of users who participate in Someet events for the first time after participating in the event. Use scores to determine the degree of support for event initiators and traffic distribution, and supervise and urge event initiators to improve the quality of their events.

(3) The fourth level of the pyramid: Professional event initiators

In addition to the above strategies, add:

Provide user portraits and assist in organizing activities with targeted audiences

• Strategy 7: Segment active users on the site and refine user portraits (including basic information, activity preferences, spending power, etc.) to make event initiators and brand owners more accurate in planning interactions;
• Strategy 8: Targeted push notifications in the form of in-site messages are provided to users who meet the nature of the activity to increase conversion rates.

Higher exposure; cultivate KOL in the field and establish brand awareness

Strategy 9: Expose and promote high-quality, high-frequency event organizers through traffic sources such as rankings, hot lists, and field recommendations. The amount of resources given is determined and allocated based on a comprehensive evaluation of the activity quality, frequency, user feedback, etc. of the activity initiator.

(4) Fifth level of the pyramid: core users

privilege:

Strategy 1: Set up a VIP user group, maintain high-frequency interactions with core users within the group, fully collect user feedback, conduct in-depth discussions, and distribute benefits every week.

Sense of belonging:

Strategy 2: Open the office to core users from time to time, invite them to visit and discuss products in depth to enhance their sense of belonging.

honor:

Strategy 3: Hold an annual user gathering to give core users exposure and honor (such as the title of annual user, etc.) at the event.

at last

The above are just strategies from the perspective of user operations, which are just trivial tricks. Through the past two days of understanding, I think the bigger problem of the product itself is probably a problem far beyond the sentiment:

• Where is the target user group divided, and whether the existing ones are too niche/casual;
• What is a stable business monetization model (the membership model has failed).

I won’t go into details without a deep understanding of the entire product journey.

Author: Xuanming Network

Source: Xuanming Network