User operation, how to realize the breakthrough of 0-1

Users, as one of the most important factors in the product and operation, has always been the Internet practitioners must talk about the topic, and even many people believe that the essence of the Internet is user thinking. So an operations staff, how should we do a good job of user operations? The following on my personal knowledge to share with you, suitable for - 1 to 3 years old product and operations people to watch, but also welcome everyone to leave a message to explore. 1, what is user operation? First of all, the practice first do the concept of analysis, what is user operation? Operation, that is, all the means and methods to connect the product and the user and maintain the connection, user operation is in these means and methods to put the user in the highest position, activity operation, content operation can be said to be subordinate to the user operation. What does user operation include? All user operation can be centered around 3 core objectives: user scale, that is, to achieve the maximization of the product's target users; active user scale, that is, let your users to maintain a suitable active frequency (not the more active the better, the key is to let the user need to think of you the first time); user commercialization, that is, through the user to achieve the product's revenue, regardless of whether it is the front-end charges or back-end charges. Although different products in the user operation focus will be different, but almost can be divided into these three core objectives, because any commercial Internet product to achieve profitability to do user commercialization, commercialization must ensure that the user's active scale, no active product is difficult to find a source of income, and the user's active scale is subject to the size of your registered users to limit the 2, the user operations The stage here we need to understand a concept, just as the product life cycle, user operations are also obvious stage, because different product life cycle of user operations requirements are certainly different, for example, you can hardly go to a recessionary period of the product and then go to do the user's large-scale growth. The product life cycle determines the stage of operation, in this we are based on the three core objectives of user operation is divided into three stages: (1) users from 0-1 stage this stage corresponds to the product exploration period, in this period, the product and the operation of the primary goal is to determine who my users are? How should I make the target users satisfied? For user operation, this can be subdivided into: finding the right target group - matching the needs of the target users - cultivating the loyalty of the target users - binding the core users. To put it simply, we need to find our target group according to the positioning of the product, which may change at any time, and then filter and match our users in the target group, because not all users in the target group will use our products at this stage (there are classifications of users, such as innovative adopters, early adopters, early adopters, late adopters, and lagging adopters), and match them to the target group. Adopters), matching to the target user, naturally, is to cultivate user loyalty, and slowly form word of mouth, this is more familiar with the routine, many people backflow this step will stop, but in fact, there is a very important step behind the bundle of core users, what is the core user, such as microblogging or Zhihu inside the V, this group of people is related to the whole user group can not be large-scale growth and retention of relations. This group of people is related to whether the whole user group can be large-scale growth and retention of the relationship. After completing these 4 steps, the ecology of user operation can enter a self-circulating process, and the product exploration period is also completed to verify that large-scale promotion can be carried out. (2) users from 1-n stage this stage corresponds to the product growth and maturity, to solve the problem of growth mode and user activity, then the focus of user operation is very clear: open source, cut costs, keep active. Open source, that is, to find ways to open up channels to get more users; throttling, that is, to prevent the loss of users, so that the user to stay; to keep active, so that the user is active in the product, and is still active on a continuous basis. This stage is better understood, but it is also a very difficult process, because the practice of different products are more different, and face some restrictions on resources, timing and market environment. (3) User commercialization stage User commercialization is usually carried out in the maturity of the product, of course, some consumer products will also start some commercialization based on the core value in the growth period. In commercialization, it can be divided into two directions: front-end and back-end. Front-end, can be said to be direct consumer-oriented charges, generally value-added services and user fees, such as QQ membership; back-end, that is, as the platform side of the charges, such as advertising, commissions, service fees and so on. On the commercialization of this point is based on the natural extension of the product, here will not explain too much, our still lies in the first two points.3, how to do a good job of user operations? Introduced the concept of the previous, the next is to talk about how to do user operations, according to 0-1 and 1-1-n is divided into two phases: (1) the realization of 0-1 breakthroughs from 0-1 is a product of the most important stage, this stage determines whether the product is necessary to continue to survive, that this link we should how to do it? Here we are divided into 4 links to analyze: ① Find the right target group whether it is a product or operation, the most important thing at this point is to find their target users, the product should be based on finding the right target users to design and develop, operation to find the target users where to let the target users to use their own products, and then feedback on the user's opinion, which may also involve changes in the target users. So what kind of target users should we look for? Here is the first thing we have to choose the right market, wuli Lebus has a saying that is particularly good - do not use tactical diligence to cover up strategic laziness. Choose the right market, can make your future days easy and good. So what does a good market look like? I'm not going to talk about the specifics, I think there are at least two key points in a good market, one is that this market is not too big or small, too big, it is difficult to beat the giants in the early stages, or will face a wave of competitors, too small, may not be able to feed yourself; two is that this market must be in the midst of a big change, no matter whether it is a technological change, a change in government regulation, a change in business model, in short, if it is not in the midst of a big change, you are very difficult to go to a good place, if it is not in the midst of a big change. In short, if it is not in a big change, you are very difficult to go with the old players in this market to see a long time than, for example, the drop looking at the changes in the mobile Internet, just a few years to become a platform with more than 10 million drivers, if there is no mobile Internet, the drop has to rely on how much manpower and material resources and time in order to reach the current scale. After finding a good market, then it is to define your users and the scene, this topic is kind of old and long talk, but also the product is mainly responsible for the thing, not to expand here, back to the operation, in the product has been identified as a good target user, the operation is to do is to go to look for the right user groups, we all know that the user is just an abstract concept, or a certain kind of demand for the collection of the body, but back to the reality! The world, who are the users? How many users are there? Where are the users? This is what we should consider. After thinking about this issue, given the stage we are in, another key question comes out: who will become our first users? Because the product is in a period of exploration, the function is very imperfect or only a core function, not any user can accept the product at this time, according to the previous user classification, generally are innovators and early users will be happy to use our products at this time, other users do not want to use or use also because of the discomfort of the loss of the soon. The first batch of users should be the strong demand for the product users, will spend time and money to try to solve the demand, for example, the first batch of Amoy users can be maternal and child consumers, in order to buy high nutritional value of milk powder for infants, parents back to spend a lot of money to get rid of relatives and friends to buy foreign milk powder, and even spend time to buy abroad personally, but if this time you can provide for them to find the buyer or go out to buy a better solution, will users be willing to buy the product? But if you can offer them a better solution to find a buyer or go out and buy it in person, will users be willing to buy it? Yes, and even a higher tolerance for the product, which is what we are looking for the first batch of users of an idea. ② low-cost accurate access to the initial users know the target users, then how should we go to find the first users? After all, this time the exploration period of the product is generally poorer, can not do to come up with a lot of funds to get users, and at this stage of the user requirements are accurate, not the number of requirements, so in the acquisition of the initial users, the pursuit of precision and low-cost. Here to provide you with a reverse thinking to deduce where our users, such as how to go to find the above mentioned mother and child consumers: as shown in the figure, we can distinguish the needs of the target user for online and offline scenes, and then according to the needs of the upstream and downstream scenes to find the place where the user gathered, found that the user's gathering place, this is the channel we want to get the user, that to use which channel? Depends on the resources and talents the team has, such as I have the cooperation resources of the hospital, then naturally go to choose to do in the hospital maternity session to find the target users, and then for example, my team is good at producing content, then choose to do in the mother and child community to transform, which is also each team according to their own to choose, evaluate and optimize the process of channel. After finding users, and involves a factor - scene, we hope that the user in what scene to complete what behavior? What kind of behavior is in line with the core value of our product? This is also the operation needs to think and guide the user to complete. ③ Cultivate the loyalty of the target user through the previous steps, slowly users to use our products, at this time, as our first batch of seed users, we have to go to this batch of users to cultivate into our loyal users, because this batch of users if we do not have the means to become a loyal user, or we are not the first choice of the user, this time shows that there are problems with our products, we need to keep modifying to Meet the needs of users, or even to push to start over. At the same time, we also want to establish a set of mechanisms to cultivate loyal users in this process, this is the most important thing, to prepare for the future of large-scale pull new, if this time not to retain to do a good job, then in the future, the more we pull new, the more the loss, is not a waste of resources and harmful to the product (the impact of offending a user is far more than getting a user's word of mouth is greater). Get a user's loyalty, we need to go through this 5 stages: no loyalty - habit - satisfaction - feelings - loyalty. When a user uses your product for the first time, you need to use the user to get used to using your product, which requires the product to do easy to use, available, good use, but also need to operate to the user to establish: let the user need the first time to think of your product, such as the previous nautical products, you need to put in the channel, landing page, start page and other related copy on the user to convey: the use of our products can be bought to the safety assurance, affordable, convenient and fast to buy imported milk powder. The premise of the habit is to provide users with matching content and services. Grasp the user's strong demand for guidance, differentiated marketing, to establish the user's mind, then cultivate the habit of this piece is generally not too difficult. Satisfaction, that is, let the user is satisfied with your service, which is the basis of loyalty, if the user is not satisfied, then even the use of habit can not be cultivated. Specifically how to make the user satisfied, the test is the degree of mastery of the business and user experience, a lot of experience is built on the tiny details. You can draw out the core behavior of the user in each step of the product, and then think about what the user needs in each link, you can provide to meet the user, in the user's expectations of how to meet the user in order to achieve the best results? Or take the example of Amoy, a mother and child consumers into the site experienced links are: registration - login - view products - purchase goods - pay for orders - receive goods - confirm orders. In this process, such as registration, consumers do not want to waste time on registration, you have to provide a third-party login or use a cell phone number password-free login, and then for example, to view the goods, how to make the user the fastest way to find the goods, is it recommended or a good classification of goods? If the product is out of stock, do you need to notify the user by SMS when the product arrives? Although these processes are product design, but the control of the details or need to operate to do, because the operation is the most with the user to deal with people, but also the most should understand the user's people. Have feelings, that is, let the user of your products and services to produce emotions, that is, you have to do to personalize your product, this point is more difficult to come by, but also the vast majority of people in the country do not do a good job. So how to do product personalization? The focus is to interact with the user, there are exchanges, so that users perceive that you are not a cold machine, you are emotional, you will express your emotions to the user. How to do this? Different products have different focuses, social products to combine the user's social chain and product emotions, such as strangers is a stranger social networking, that operation should guide a variety of groups, nearby people and other social behaviors, to give the user to bring a you are to introduce him to the feeling that he wants new friends, when the user through the group and so on can recognize the friends well, the friends of the emotions of the natural extension of the product. Back to nautical, e-commerce products, users want to affordable to buy the goods they want, then you have to understand what the user wants to save the user's time, such as operations can be given to maternal and child consumers to organize thematic promotions, so that users understand what should be bought for the baby, but also more preferential to buy, some of the emotions are not only online to establish, but also offline, such as jingdong 100,000 courier, the moment of delivery to the door to see a familiar face, the user can also extend to the product. The moment of delivery to the door to see the familiar red overalls, as always, the speed, give people is a convenient and fast experience. In short, there is emotion is that you have to give the user an identity, and then according to their own positioning to communicate with the user, so that the user and your product more valuable interaction. Of course, emotion is also the need to operate to invest in human and material resources to continue to operate, at this point I'm not very familiar with, there are different ideas welcome to leave a message to exchange. With feelings, the user is very easy to produce loyalty to the product, because with emotions, you are likely to be the only one in the user's choice, however, you also need to design means to maintain the user's loyalty, there is no discovery of this set of rules, like the process of falling in love it 。。。。 ④ Bundle core users The core users mentioned here refer to the users who will have a great impact on the core business of the product, such as the KOL of the community product, the active comment buyers of the e-commerce product, and the big R of the game product.When we proceeded to the previous three steps, we have a certain degree of stickiness to the target users, but to maintain the loyalty of all the users, this requires a great deal of investment, and for a startup, the All aspects of the resources are limited, can only do to keep the core users active, for the back of the 1-n ready, such as nautical products, a like to comment on the buyer and a buyer just shopping, that is more important point, we can judge for themselves. Then how should we bind our core users? This is the time to talk about user incentives. The so-called user incentives, in essence, is the use of human desires, such as greed, vanity, laziness, etc., in conjunction with the product's core business, in line with the product value of the user behavior for some kind of reward, commonly used ways to points, user level, gift giving, exclusive features, reputation building and so on. Different types of product users to user incentive behavior is also different, community products will incentivize users to produce content, e-commerce products will incentivize users to buy goods and comments, the purpose is to incentivize users to make useful behavior. The difficulty of user incentives is to let the user to enjoy how the incentive? This test of an operator's understanding of human nature, a target user to make the behavior he took for granted, you can get the incentives you want, which is a surprise to the user, and then the surprise will keep motivating the user to continue the previous behavior. On this point of human nature, I think a lot of games do very well, especially in the use of user vanity, such as the king of pesticide, the first ten years of the game, absolutely can not think of the skin can also make money, but the king of pesticide can be done to the user to get a new set of skin can be incredibly pleasurable, it is recommended that we can more from the game to discover the human nature of the incentives.