What is user operation? How to operate

User operation refers to taking users as the center, setting operation activities and rules according to users' needs, formulating operation strategies and objectives, and strictly controlling the implementation process and results in order to achieve the expected operation objectives and tasks.

Look from the process, the user operation is mainly divided into the following steps:

1.？ Determine the target users

No matter what the product is, we must first determine the target users. The needs of different user attributes, such as age, occupation, education, gender, etc., are different, even the core needs are very different, and the corresponding operating strategies are also different.

Therefore, in the first stage, it is necessary to have the ability of portrait analysis such as user research.

Image source: Baidu

2.？ Find the target user

After determining users, how to contact users is the starting point for user operation from 0- 1. For example, in the early days of Zhihu, the first batch of core users mainly developed through the development of Daniel users. You can choose (1)BD as the development mode, and find some core users through BD. The introduction of these users can empower product development. You can also develop interested and recognized users through your own (2) interpersonal relationships and even online Baidu. (3) marketing. Develop users in batches through advertising, event marketing, etc. In the early stage, such as taxi software, customers obtained it by sharing and issuing red envelopes.

Image source: Baidu

Therefore, in the second stage, we should have the ability to develop users, which can be BD ability and strong interpersonal communication skills.

3.？ Establish business relations

After acquiring users, the most important thing is to be able to solve the core needs of users. Generally speaking, the solution of these requirements is one of the functions of the product itself, but user operation needs to be guided by users, answer questions, etc., to help users understand the product faster, and it is best to establish a good impression. In order to continuously operate users and generate value, it is necessary to do a good job in relationship management, including community operations such as WeChat group and crm management. In the process of establishing business relationship, the principle of customer first is upheld, and the cost is equally important. Without cost management, it is difficult to achieve stable and sustainable operation.

4.？ User "streaming" storage

The most important purpose of user operation is the two-way development of users and products to achieve a win-win situation. Products can quickly meet the needs of users and solve some problems. Users can empower the development of products. Therefore, we should take various ways to retain users.

On the other hand, we should also reasonably abandon some users who have been inactive for a long time, otherwise it will affect the G tone of the whole product. If it is a community operation, management measures should be taken for silent users. If necessary, it is not a pity that such users are lost.

Image source: Baidu

So in the fourth stage, we need to have a strong sense of cost management, evaluate the value and cost of a user and make a reasonable choice.