Start from scratch to analyze user operation cases

What I want to share with you today is the user operation case analysis camp that I did with Shi Jia. How did the two of us start a user operation case analysis camp from scratch?

Before I officially start sharing, let me share with you the results of the user operation case analysis camp that Shi Jia and I did:

The original plan was to recruit 30 students, but as more people signed up later, we added a few more places, and ultimately 38 people completed the registration.

During this process, I and Shi Jiayi produced a total of 54,000 words of learning content. During the learning process, each participating friend also produces more than 500 words of content every day.

This result may not be a big deal to some people, after all, they can probably hold a disassembly camp for hundreds of people every session. But for Shi Jia and I, it is quite rare, and it is very satisfying to see everyone actively participate in the discussion and gain something every day. Regarding the review of the dismantling camp, the review will mainly focus on the following aspects:

1. How did you come up with the idea of ​​doing a user operation case analysis camp?
2. How to prepare for the work;
3. How to execute the dismantling camp well;
4. A brief discussion of the key elements of a good dismantling camp;
5. Some of my own thoughts.

Regarding the review of the Disassembly Camp, since it starts from scratch, there is a lot of content in the review, hahaha, let me tell you one by one.

1. How did you come up with the idea of ​​conducting a user operation case analysis camp?

To be honest, case disassembly camp is nothing new. Zero One, Wild Operations, they are all doing case analysis, and they are doing a good job. But it mainly focuses on the private domain and activity module. So can the same case analysis be repeated in the field of user operation? Similarly, if the case analysis can be run online, can it also be run offline?

I just had this idea in the early stage, and I didn’t have time to think deeply about it. It was not until after the double reduction that I discovered an article I had written: How can community operations be transformed into user operations? The number of readings and collections increased a lot, and after I left my WeChat account in the comment section, people started to add me from time to time to consult about the transition to user operations.

I know that answering everyone's questions is unlikely to bring any substantial help. After all, it ultimately has to be implemented in every step of action.

This incident has further strengthened my idea of ​​setting up a user operation case disassembly camp where students can learn and practice at the same time. By learning the basic knowledge of user operation and practicing the user operation system, and allowing everyone to complete their own user operation system disassembly works in the process , we can fundamentally solve everyone's understanding of user operation. And the greater the probability of successful transformation, the greater the probability of successful transformation will be through the case works disassembled by themselves.

This reminds me that so-called innovation is not innovation from scratch, as the probability of bankruptcy is too high. Instead, it is a process of reorganizing the various elements of things, adding some new elements to the original model, and gradually making micro-innovations.

After confirming my inner thoughts, the value of doing this thing and the general outline, Shi Jia and I began to do a series of preparatory work.

2. How to prepare for the work

It is very important to prepare in advance and to divide the work and cooperate reasonably between two people, so as to ensure everyone's efficiency in doing things. Compared to me, Shi Jia is better at activities and dealing with people, so Shi Jia is more responsible for the activities and registration. Compared to Shi Jia, I may be better at content and channels, so I am more responsible for content production, distribution, and registration promotion.

I would like to add one more thing here. In this process, it is important to find everyone's strengths and then determine the division of labor based on your own strengths. The key is to do what you like .

We spent almost two weeks preparing for this positioning and division of labor.

1. Market research again

In the early stage, we guessed that everyone had this demand through their attention to the content, but whether this demand really existed and whether there was such a demand among the people we could currently cover. Therefore, the second round of user research was officially launched.

This user survey can be regarded as a warm-up for the subsequent user operation case analysis camp, guiding interested friends to like it.

Through this kind of market research method, you can quickly screen out your target group , and when the subsequent course arrangements and registration rules are released, you can notify these friends to complete the registration process as soon as possible.

2. Content preparation

Content preparation is a key link in the disassembly camp. In order for everyone to be able to complete the user operation case disassembly, everyone must learn the basic knowledge of user operation in the early stage.

The basic content is the basis for everyone to understand user operations, allowing everyone to understand from a relatively macro perspective what user operations are, what the user operation system includes, how to do data analysis, etc.

By searching for a series of user operation content and combining it with what knowledge is very important to me in the process of doing user operation, I finally sorted out the content of the user operation case decomposition camp into the following course schedule:

The content of this version is actually relatively basic and is suitable for friends who are starting from scratch and want to transform into user operations. By studying these contents, you can roughly build a basic system for user operations.

In the future, we plan to optimize and upgrade the content of this version of the course, add more user incentives, membership and points systems, user life cycle management and other content, so that everyone can have a more comprehensive understanding of user operations , and be able to start from a certain App, deeply disassemble a user operation system, and connect all links in series, rather than focusing on just one activity or link. Only in this way can you truly break down your own representative work.

This cannot be achieved overnight. We plan to organize and upgrade a wave of content during the Spring Festival.

3. Links are connected in series and the division of labor is clear

Simulate the steps of formal implementation, list the key steps in the formal implementation process in the form of a checklist, and connect all the links from beginning to end.

This will ensure that during the implementation process, we can focus on the right areas and know which links are indispensable and which links can bring everyone a higher perception. I prefer to mark the key points and extra-point sections with other colors so that I can see the key points more clearly.

And in this process, effective division of labor can be carried out and each person's tasks can be clarified.

The same applies to the rhythm of promotion. By using a list and segmenting the promotion channels, selling points, time, etc., the rhythm of promotion can be effectively controlled.

The checklist method is very useful. It is recommended that you use the checklist method to break down and execute a task after you have made it clear. However, when you want to innovate, it is not recommended to use the checklist method, as it will restrict your thinking.

3. How to implement the dismantling camp

After breaking down all the links using the preliminary checklist, execution is actually relatively easy. Just follow the key steps in the checklist to implement them.

But one thing I need to say is that in the process of specific implementation, we must make adjustments and adapt according to changes in actual conditions. If necessary, targeted daily reviews should be conducted.

1. How to recruit 30 people in less than a week?

In order to ensure the effect, we set a small goal of 30 people in this period, but in fact the recruitment in the past few days was not good. After reviewing the game, we found two major problems:

1. We are promoting recruitment for two events at the same time, but our energy and user attention are very limited and we cannot take care of both.
2. The selling points promoted during each recruitment campaign are not clear. We want to throw a lot of good things to users all at once, but we don’t actually explain them clearly.

So how do we do it?

First of all, the time of the two activities was adjusted to ensure that the promotion of the two was independent of each other and no longer interfered with each other.

Secondly, we made priorities for the two activities and a two-choice plan - if the goal is not achieved, we will adjust the time or ultimately abandon this round of activities. After all, in terms of cost, if the gain from doing something is far less than the effort, then in the end everyone may be very tired but still gain nothing. It's not cost-effective and not necessary.

Next, we developed a detailed promotional list for each day based on the dimensions of time, value, channel, content, and goals.

Finally, we made a plan for what to do in case of failure—although it was not used in the end. However, if the number of sign-ups does not meet expectations during the promotion process, we now have a clear idea of ​​how to adjust the plan.

2. How to ensure the completion of the assignment?

The most important thing about the disassembly camp is everyone’s homework. The key is how to let everyone practice and apply daily learning content through homework. Even in strict cases, there should be strong intervention in the homework submitted by everyone. It should be truly qualified only after meeting certain requirements, rather than just doing it perfunctorily just to complete the homework.

We put a lot of thought into ensuring the completion of the assignment.

1) Reward system

As long as you complete the assignments, you will get a full refund of your deposit and a certificate at the end of the camp.

If you have three consecutive excellent assignments or major assignments, you can be named an excellent disassembler and receive a customized small gift and a certificate of excellence.

In addition, for the best students, we have prepared an Operation Material Library Planet reward worth 399 yuan, 1v1 job search guidance, and the best certificate.

For completed assignments, excellent assignments and best assignments, each level covers material and spiritual rewards, and there is no limit on our rewards for the 0th period!

2) Review mechanism

I will review the homework every day and answer everyone’s questions during the learning process in a timely manner.

At the same time, we also require students to comment on other people's homework each time, so that you can also learn from others about the content that you have not noticed. After mutual evaluation, it is equivalent to doing one more homework each time.

The mechanism of tutor comments + student peer evaluation also provides everyone with timely and corresponding positive and negative feedback to help everyone persevere.

3. How to ensure additional gains?

Everyone learns and grows together in the community, so the learning atmosphere in the community is very important. A good learning atmosphere, like the environment around you, has a great impact on a person. Therefore, we encourage everyone to share, communicate and interact in the community. If no one is sharing, communicating and interacting, start sharing first and motivate others with your own actions.

In addition to publishing daily learning content in the morning, there are also homework reviews in the evening.

We will also announce the excellent homework + supplementary content of the previous day in the afternoon. Friends who are willing to do so can further study in depth, learn from the excellent homework, and learn from each other.

In the process of execution, it is very important to do it with your heart rather than with your actions. Especially when facing friends in operations, they can perceive more clearly if you use your heart and routines.

4. A brief discussion on the key elements of a good dismantling camp

Through the actual operation of this user operation case disassembly camp, I will briefly talk to you about the key elements of a good disassembly camp.

In my opinion, case disassembly camp = a topic with pain points + enrollment design + good content + homework incentives + giving more.

1. What is a topic with pain points?

For example, the private domain operations that are very popular now, short video operations such as Douyin, Kuaishou, and Video Number; in addition, the eternal pain of operations - data analysis, user operations with serious imbalance in market supply and demand, are also topics with pain points in the operation field. Through the learning of basic knowledge + production of works, some pain points of operators can be solved to a certain extent.

2. Enrollment Design

There are two things we do well in terms of enrollment:

First, free participation - you can get full cash back as long as you complete the check-in.

Second, the number is limited to 30 people. In order to take good care of every dismantler, we have provided the maximum carrying capacity. But in fact there are still some people who have not submitted their homework, so we have increased the upper limit of the number of people this time.

3. Good content

We have comprehensively covered the underlying logic of user operations.

It includes basic knowledge, common models, hierarchical methods, AARRR model routines, data analysis, and two in-depth case studies.

In addition, we will continue to polish the content to make each issue better than the next.

4. Homework Incentives

• Reward system - provide users with both spiritual and material rewards in different levels;
• Review mechanism - tutor's comments + mutual evaluation of assignments.

5. Give More

The most important thing for a learning atmosphere is to get everyone involved in the discussion and allow members to communicate and connect with each other, so that the study group can become lively.

In addition, we also took the initiative to do morning learning, excellent homework + snacks in the afternoon, and homework review and Q&A in the evening.

5. My own feelings

During the user operation case analysis camp, I would like to share with you my psychological feelings.

From the initial fear that no one would sign up, to the fear in the middle that everyone would not gain anything, I was actually very nervous in the middle, afraid of this and that. But in the end I decided that since I had already decided to do it, I should not delay and should not be afraid .

If you keep procrastinating, the project may fail before it even starts. There will always be many interface delays, no time, and you are afraid of disappointing everyone's expectations and not being able to recruit people. Fear + procrastination combined together can be deadly.

In fact, I figured it out later. What is there to be afraid of? I am not a celebrity. Am I afraid of losing face? Are you afraid that everyone will gain nothing? Maybe these are just excuses. As long as you do it with your heart, and can say something that touches everyone and makes them feel that they have gained something, then what you have done is worth it.

The above is for everyone to share.

Author: Operation Wang's Growth Diary

Source: Operation Wang's Growth Diary