A few knowledge points about user operation

Users are the core component of the Internet ecosystem, for most of the Internet platform, the user is the flow, and the flow is the basis of commercial realization, so it is no exaggeration to say that only good user operation, the Internet platform is worth long-term operation of the root of the foundation, which is also a lot of Internet companies will be "creating user value This is also the main reason why many Internet companies have taken "creating user value" as one of their business philosophy. --Definition - from the literal meaning of the word, "user operation" is to operate around the user, if some specific, you can refer to the Baidu encyclopedia on the The definition of "user operation": "user operation refers to the user as the center, follow the user's needs to set up operational activities and rules, develop operational strategies and operational goals, strict control of the implementation process and results to achieve the expected set of operational goals and tasks." Let's look at the 3 keywords in this definition: user-centered + follow user needs: meeting user needs is the key to success for the majority of Internet products, so how to comprehensively understand the needs of the user and meet these needs through activities or product features will be the main work of user operations. Formulate operation goals and strategies: customer acquisition, activity, retention, realization and recommendation are the main aspects of user operation, so when carrying out user operation, it is necessary to formulate operation strategies around clear goals, so as to be able to achieve the target and ensure the effectiveness of the operation actions. Control the implementation process and results: After determining the goals and strategies, the implementation process and specific results of user operation are equally important, focusing on the process helps to understand the reasons for user conversion or loss, and focusing on the results can figure out whether the user needs are ultimately satisfied, which will be very beneficial to the later optimization of the strategy. Combined with the Internet scene, in the author's view, user operation is a set of positive cycle system built around the user's new, active, retention, realization and dissemination. --Key components - Referring to the classic AARRR user growth model (below), user operation can be divided into five key components: customer acquisition, activity, retention, realization and recommendation.1. Customer acquisition Customer acquisition" is the starting point of the "AARRR model", and also the starting point of user operation. The main problems to be solved in this section are - from which channels can users be acquired? How to make them become users of the product? The "customer acquisition" stage needs to focus on the following four points: Refine the product value: the product value is the key to ultimately be able to really impress the user and get the user, so before starting user operation, first of all, we need to refine the core value of the product, and then around the value of the design of the corresponding customer acquisition strategies and methods. Design customer acquisition path: the focus is to deliver the product value to users through various channels to attract their attention and prompt them to complete the registration. Take App as an example, the main path of customer acquisition is "product exposure → users click on the advertisement → download App → open App → complete registration" Establishment of Seed User Group: Seed user group can play the role of "front-runner" in the future user operation. They can not only experience the product in depth, through feedback to promote product iteration, but also effectively enhance the user's reputation, and even help the product to realize accurate customer acquisition. Verify the reach channel: the reach channel is the connection with the user, including message reach, behavioral reach and fission reach, etc. In the process of using, it is necessary to combine the cost and actual effect of the channel to determine the customer acquisition channel suitable for different stages of the development of the product. 2. activation After acquiring the user, only by activating it successfully can the user be developed into a real user of the product, which is also the key to achieving the subsequent retention, cash flow and recommendation of the product. This is also the basis for the realization of the subsequent retention, realization and recommendation, the key to improve the user activation rate are the following three points: activation premise: experience the core value of the product only when the user uses the product, the user can know whether the value of the product is useful to them, whether they are willing to maintain stable contact with it, and whether they can become "activated users" in the true sense of the word, so to promote the user to complete the experience of the product, and to promote the user to complete the experience of the product. Therefore, promoting users to complete the experience of the product is the prerequisite for activation. Activation motivation: create AhaMomentAhaMoment (surprise moment) is the moment when the product makes the users' eyes stand out, and also the moment when the users really discover the core value of the product, which will motivate the users to have an in-depth experience of the product and become the activated users of the product. Activation path: find the key behaviors after the completion of a product experience, the user may not be able to fully get all the value of the product, so we need to guide the user to complete a number of "key behaviors", so that it has a more comprehensive knowledge of the value of the product, and at the same time to find a suitable activation path for the user. 3.Retention "Retention" is an important criterion to test the core value of the product and the effect of user operation. Products favored by users usually not only have a very competitive value, but also can be supported by a variety of operational means to keep users in the ecology built around the product, providing a stable pool of users for the subsequent "real estate Provide a stable pool of users for the subsequent "realization". Product side: the root of retention lies in the ability to provide users with high-quality products that continue to meet their needs or make them feel happy, if the product can bring enough value to the user, the retention rate will naturally not be low, so the core competitiveness of the product around the user's needs to continue to enhance the core competitiveness of the product, is the most important thing for all operations and product teams, there is no one. In addition, the user retention rate can also be improved through daily promotion functions, user growth mechanism, enhance the user's time cost and other auxiliary functions or methods. Operation side: mainly through the user operation, activity operation and other grips to the user to convey the product value, prompt the user to continue to use or experience the product features, in addition to the need to pay attention to the retention of pre-loss of users and loss of user recall. 4. cash for most Internet products, the main purpose of the operation is to drive the user and income to achieve growth, and the growth of the need to be reflected through the mode of realizing, so it is not exaggerated! Therefore, it is not exaggerated to say that the core goal of operation is to realize cash, and cash is also an important standard to measure the real value of a product. Realization is mainly the following three modes: business model realization: a product in the beginning of the design, we must understand the subsequent business model, which is the basic disk of the subsequent survival of the product, but also the basic mode of income and profitability, such as Ali's platform economy, Baidu's bidding ranking, Jingdong's self-owned e-commerce, the O2O of the American group of profit, and the paid content of the Youku Zhihui, and so on. Membership mode: Membership mode is a common cash model for most Internet platforms or products. By providing additional value-added services to members, members can have a better experience of using the products, and for the platform, the membership mode can accurately target high-quality head users and ensure that they remain active enough on the platform, thus tapping into the potential value of the platform. Traffic Realization: The mode of realizing through traffic is mainly applicable to those Internet platforms or products with a large number of free users, usually in the form of advertisement, data and financial realizations, etc. 5.Recommendation: Recommendation is the spontaneous behavior of users, which naturally has the attribute of viral propagation, which is a part of user operation that almost all products need to pay attention to. Recommendation" is the spontaneous behavior of users, which naturally has the attribute of viral propagation. "Recommendation" mainly has the following three mainstream ways of playing: function-driven: product function is the core of its value, a good function not only allows users to experience the specific value of use, but also inspires the user to share the motivation, prompting it to complete the recommended action. Content-driven: content is usually produced by platforms, organizations or users, and most of them are highly relevant to the needs of users, especially the content produced by ordinary users, which is more likely to cause users to ****tweet and trigger their sharing. Benefit-driven: benefit-driven to prompt users to complete the sharing is the most common recommendation, but the use of the point of interest is best to be highly relevant to the product (try to avoid cash, phone bills, shopping cards and other hard currency), easy to synchronize to enhance the user's activity in the product ecosystem. These are a few knowledge points about "user operation". The author | Xioio Internet marketing and operations field 16 years veterans, mixed in the traditional IT, Internet finance, insurance groups and state-owned banks and other industry platforms, focusing on Internet marketing operations and user growth.