User Operation Awakening and Recall Methodology

Let us use strategic operations to "recall users" and "retain users" and force the decomposition. We hope it will be helpful to you who are doing user operations .

1

- "The logic of user operation recall and awakening" -

When doing operations, especially user operations such as recalling old customers, awakening users, and PUSH pop-ups , the first thing we need to figure out is why we need to do these actions. Many operations partners will definitely say that this is how they did it when they worked in other companies. Zhiyuan thinks that what you said is not wrong, but Zhiyuan thinks that once the underlying logic is understood, these methodologies can basically be switched at will with ease.

So first of all,

What we need to understand is what is the difference between user operation recall and wake-up?

Zhiyuan believes that "recall" means more directly that "this user has been lost" and some strategies are needed to bring this user back. "Awakening" , Zhiyuan believes that in order to keep users on the platform without leaving, some means are needed to stimulate them in order to increase repurchase rate and activity. Allowing the user to interact with the platform and establish a relationship with it, both of which are essentially intended to increase user activity.

It takes some means to "wake up and recall" users. Zhiyuan roughly summarizes it into three elements , which are mainly as follows:

1. Reach channels

2. Materials/Contents

3. Ways to convert users

Reach Channel

Speaking of these four words, I believe you are not unfamiliar with them. The so-called reach channels refer to the ways in which users are reached. Traditional channels include APP PUSH, SMS, email, social network, public account push, mini program push, sign-in reminder, etc.

Materials/Contents

The so-called materials are content. Here it refers to what kind of content is pushed through the above channels to ensure that users can open the APP, or see information that can arouse the desire to buy and other behaviors. Among these contents, some strategic push may be needed, for example, I have stratified the users and used different contents to push to different users.

How to convert users

When we take the above actions, we must think about how to carry forward the conversion of users. For example, I made a PUSH push. After the push, the user clicked on an activity page. This page is used to carry out user conversion. There are three common ways in the market. The first is that after the push, you can click on it to purchase and consume directly. The second is to give users a specific function or path, just like after entering, clicking to sign in or generate a poster. The third type is in-site activities , or push notifications of specific related benefits.

2

-“Common routines for content push to recall and awaken people”-

I believe many friends who are engaged in operations know the first two about push channels and methods, so Zhiyuan will not share too much here. When all channels and methods are the same, we should pay more attention to strategies. Then I will share more about the methodology of "content" here.

In fact, most users know that there are only two ways to activate users and awaken and recall users. One is manual push , and the other is regular push by mechanism . Zhiyuan first talks about several common routine methodologies of "human awakening users" and "pushing content" :

1. Use catchy and interesting content

For example: A few days ago, a hotel under Plateno Club sent me a set of text messages, the content of which started with "I slept so well in spring, how about giving you a blanket?" and "If you check in from a certain date to a certain date, you will get a better discount." This type of content is easy to remember and may attract users to click at the beginning of a text message.

2. Create curiosity content push

This type of app PUSH is usually used. For example, when you are playing on your phone, Douyin suddenly sends you a notification push. The content pushed by it is basically to "flirt with you" , for example: the girl next door is looking at you and has been waiting for you for a long time. Create curiosity but don’t tell you the result. If you want to know the result, you need to click in to view it.

Another form of pushing curiosity content is to use current social hot spots to arouse curiosity. For example, during the holidays, an e-commerce app pushes a message saying that you don’t have to rush for a holiday outing, and all the must-have travel packages for celebrities are here. This is a curiosity-driven content push that tends to be more like a grass-roots type.

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3. Through the request, the friend's name is stimulated to the greatest extent

To give a simple example, we may often see the PUSH of a certain APP, where someone @ you and sends you a National Day welfare invitation. For example, Weibo often does this: Your friend @智远先生 posted a Weibo, come and take a look at his comments.

4. Give users greater benefits and offer discounts to attract customers

This method is mostly used by e-commerce. For example: As the countdown to Double 11 of "Taobao" is in progress, the premium agricultural product Shandong sugar oranges are priced at 9.9 yuan with free shipping. Click here to place your order quickly. "Daily Fresh" You have a portion of fruit, please check it out, it's 29.9 yuan and you can enjoy a 20% discount coupon, place your order quickly without waiting, click.

5. Focus on different dimensions of users and platforms to attract customers from different angles

Momo and Tantan use a very special mechanism for this. I don’t know if you, who come from a user operation background, have noticed that each time they push information, it’s in the form of: " Momo", someone nearby greets you, quickly open the APP and reply her. 「Tantan」Someone likes you, you are 0.3KM away, go get to know her~

3

- "How to conduct strategic user awakening" -

Strategic recall and push can more accurately and effectively stimulate users' consumption behavior. Strategic recall probably needs to consider six aspects of the problem , which are also the underlying logic of human inertial thinking . Zhiyuan roughly summarizes them as follows:

1. Think about the motivations of users to join the platform (shopping, flirting, taking notes)

2. Can the user’s friends and relationship chain be obtained in the APP?

3. Is there any motivation for users to consume and receive benefits in the APP?

4. Can you get some important information about the user?

5. Stimulating information about users’ core needs and core pain points

6. Is there a large amount of content that users are watching and discussing within the product?

Regarding the above 6 aspects, I will lead you readers to analyze them. Regarding the first aspect , think about the main business of the platform. For example, Tantan may give you the first mapping of flirting. If this app sends you information about flirting with girls and girls pay attention to your information and the information is matched successfully, I think the probability of you opening it is very high. If you open it, its recall will be successful.

The second aspect is that, assuming that the platform can obtain the relationship chain of friends, can it push close status related to users and friends ? For example, your friend Zhiyuan posted a post on QQ space and mentioned you, and clicked on it. This can be used as a mechanism-based wake-up, made into a fixed template, and pushed regularly with permission.

The third aspect you can think about is whether there are irregular welfare redemption, one-yuan purchase activities, or limited-time flash sales on the platform. If so, can you push a statement like this: Your friend Zhiyuan invites you to buy La Mer together, the price is as low as xxx yuan, are you sure you don’t want to join him? This kind of push can be done manually or by machine.

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Fourthly, it can also be set up as a mechanism for push notifications . For example, many platforms can obtain users’ birthdays, important holidays, and anniversaries through data analysis. So, as long as the user reaches his or her anniversary, can some prepared “content” be pushed? For example, China Merchants Bank usually pushes on birthdays: Mr. Zhiyuan, your birthday is on x month x day. China Merchants Bank will give you xx points. Please click here to participate in the exclusive gift draw~

The fifth aspect is to find the core needs of users. Let me give you a simple example . For example, Tantan pushes messages like: Hey, there is another girl who likes you on Tantan, she is 2.7 km away from you, hurry up and click~ Or: Lao Wang, a girl next door liked you 2 hours ago, hurry up and click to find out~ These are actually to understand human psychology, use human nature, create content, and wake-up and recall actions of SMS~

The sixth aspect is that a large amount of content discussed by users has appeared in society , such as hot searches on Weibo, search results in WeChat, popular searches on the SoYoung APP, community topics discovered in e-commerce APPs, etc. When there are certain social topics in the mainstream society, or there are certain hot products outside the site, such a strategy can be adopted. Use hot topics to push, for example: E-commerce: The same garbage bag you follow on Douyin is only 9.9 yuan for a limited time. Come and grab it, there are still 1,000 pieces.

After the above analysis, we can roughly summarize that we can apply the six aspects to make corresponding customization (materials, content), push apps, SMS messages, mini programs and public accounts. Assuming that platform users can do refined data analysis, the above push (recall, activation) actions can be designed as mechanisms, and "targeted push" can be done without "manual push" , according to gender, interests, etc.

Final Thoughts

Today, Zhiyuan mainly shared three modules, namely the first module , user operation call, awakening logic, as well as push channels, materials, and strategies. The second module is content awakening, which is a common routine for recalling user (content) push. The third module is about how to explore the needs behind human nature and conduct pain point-stimulating recall actions. I hope the above content will be helpful to you.

Author: Wang Zhiyuan

Source: Wang Zhiyuan