Analyze user operations for you from the definition, nature of work and workflow

As the CCO of Rampage, while working at Rampage Comics, I not only had to deal with fans of the talk show "Rampage Event" with hundreds of millions of views, but I was also responsible for an Internet product with two million daily active users. ——The operation of the official website of Baozou Comics and Baozou Daily, and the establishment of a Baozou Man fan community with 600,000 members. I hope that the conclusions I have drawn through my experience and insights will be helpful to friends who read this article. . What is a user operation? User operation is not a new term. Back in the era when the Internet industry was not yet booming, if a salesperson invited a customer to dinner, then what he was doing was user operation; I worked as a supermarket manager at Want Want Food six years ago, and the employee code One of them is "Being friendly and good-neighborly". This behavior of being good-neighborly and good-neighborly is also doing user operations. If you have never done sales or marketing work, you may have seen user questionnaires conducted by some companies on the road. Collecting user information is also an important part of user operations. (Picture source: Zhejiang Ping An Insurance’s “Send Coolness” activity) At that time, there were no dedicated user operation positions. The ones that were closer to the user were: customer service, game company’s GM (game manager), and the insurance industry had old user specialists (and old users Maintain relationships, let them make referrals, carry out multiple development), educational institutions have curriculum consultants, class teachers (or teaching assistants), marketing specialists, etc. But they mainly face customers. The biggest difference between customers and users is that customers are people who have a buying and selling relationship with you, while users are people who use your products. By analogy: users are users who can be transformed into you through means. The customer who pays the bill (it can be a product, a service, or even just your feelings and ideas). Users include customers, and customers are the conversion goals of users; so it can also be said that user operations include sales work and is a broader business field. Now that we understand the definition of users, what is operations? Operation = operation, operation and maintenance, keeping the objects being operated on. For operations personnel, this object can be the company's core business or a certain project; for bosses and management, this object can be the entire company, business model, a certain market, or a team. Operation = operation, marketing, allowing the operated objects to achieve profitability. By analogy: Operations includes sales and marketing work, and is an important operating personnel of the company from its establishment to its development. Then, we can understand what user operations are: user operations are all operational methods that revolve around users, or workers who use this as the core of the business. 2. What is the nature of the work of user operations? Now that we understand what user operations do, why are there still many operations personnel who are outside the core of this work? Because they continue to learn operational knowledge, listen to the advice of their seniors, improve their copywriting capabilities, design skills, communication skills, and study what Internet thinking and product logic are, but they ignore the essence of operational work—resources. If the process of operation work is to operate objects and achieve profit targets through operation methods, then the essence of the process of operation work is to mine resources, allocate, use and transform resources so that the operated objects can achieve the purpose of resource improvement. Users are also A kind of resource content operation is to provide the resources (content) required by users to achieve the improvement of user resources. For example, if you draw a football comic (content), comic fans who like sports themes become your fans (users); and event operations use event resources to enable users to do something purposeful and achieve other resources transformation. For example, a college student created a WeChat public account for Baoman fans of their school. I gave a speech and asked me to provide some Baoman peripherals as prizes (here I and Baoman peripherals are both event resources). In the PPT of the speech, A QR code was posted, and a lottery was held to win peripheral items through messages. Afterwards, various data of the official account were improved. This is a case of resource transformation and improvement in event operation work. The lecture I gave at Nanjing University of Technology also helped my classmates expand their network of connections at the school through me, which was also an improvement in resources for him.

Hard broad? Soft article? Event marketing? Promotion? Wait Why——What are the promotion channels to achieve the purpose of attracting new customers? Traditional media, new (self) media, portals, search engines, and communities all count. 2. Retain and promote life. You didn’t believe what strangers said at first, but strangers then said they would take you to eat delicious food and play fun places, take you to live in their rental house, and even talk about life ideals together. After drinking a bowl, I felt happy. Don’t doubt it, this 99 is a pyramid scheme. But what he does is retain and promote life. How to retain and promote activity? Xia Yu entered the restaurant and found that the dishes were average. When he was secretly complaining that he would never come back next time, he found that the waitress was sweet and provided good service. Halfway through the meal, a karaoke competition was held in the hall. In addition to comics and eating, Xiayu also likes to sing in his spare time. He stepped forward to show off his singing voice and won the third prize: a set of exquisite tableware that fits the characteristics of the restaurant, and A silver membership card. Xiayu checked online through the address attached to the membership card to find out what kind of prizes he could get after satisfying the number of purchases, and he could also advance to the gold level membership to enjoy more benefits. In this case: Dishes = Content Services = User Experience Singing Contest = Events to attract new users are of a limited nature, and many of the users attracted are melon-eaters who don’t know the truth. They just have one or two weak connections with your product. At this time, user operations must maintain the relationship between the two parties by mining more of the user's universality (demand points), and the method of mining is through: content, user experience and activities. The requirement for content is to meet user needs, but as the product life cycle and market environment change, user demand points will also change. Content requires continuous and up-to-date output to make users dependent. In this case, when the quality of the dishes (content) is insufficient, the user experience can be used to explore the ultimate compatibility between the user and the product. The example shown in the case is the "beautiful waiter"; and the event discovered Uwa Cuisine Another specialty of the store is singing. And by giving away prizes and membership cards (user level and sign-in mechanism), Xiayu has a more joint relationship with the restaurant, allowing him to come back next time. 3. The user becomes a stranger and sees you letting your guard down. He wants to confiscate your ID card, asks you to invest money, and asks you to call your friends to join them. This is a pyramid scheme, run away! This, this is the attempted conversion of paying users. User conversion does not just mean spending money, but the process of promotion from low-level users to high-level users. For products, this process generally refers to: three no users - registered users - bound activated users - paying users (Customer) – Premium Paying User (Premium Customer). Because money is the universal human nature and a strong relationship between people and products, paying users are the advanced form among all user levels. Generally speaking, converting users without three into paying users is also the pursuit of user operations. the ultimate goal. Here I will no longer give the example of "Xiayu Eats Food", but will make an analysis using the barrage product B Station that is familiar to everyone in the Internet industry.

(1) You browse Site B through the PC or mobile web page - there are no users. Site B is called a visitor and enjoys the basic permissions of Site B’s core business: watching videos without ads and being able to post barrages, but it will be restricted (2 ) You downloaded the APP of Station B - Advanced Three Users, because you have established more relevance with Station B by downloading the APP and enjoyed a better APP experience service than the web version (3) You registered an account ——Registered user, Station B is called informal member (4) You have activated the account - complete account activation through code or answering questions, Station B is called formal member. At Station B, there are registered users (unofficial members) and activated users (formal members). ) and enjoy the permissions as shown below: After completing the registration, you will enter the user growth system, as shown below (this picture comes from the answer of friend Liu Nianjun about the user membership level system of station B): (5) You pay for the account For a month or a quarter - paying users, Station B is called a big member. Users can enjoy 1080P resolution video quality, comment area expressions, space independent header pictures and other benefits (6) You have paid for the account for a year Fees - Senior paying users, that is, annual major members, in addition to the rights of monthly/quarterly major members, they also enjoy additional benefits such as 5B coins per month, red nicknames, game welfare packages, peripheral discounts, etc. After finishing the basic work of user operations Let’s summarize and expand the process: user operations do not only exist in community products. E-commerce, new media, and communities are not only online. Wherever there are people, there are users. Even if you are a boss, your company is your product, and your subordinates are your users. Recruiting = attracting new people, paying wages, giving bonuses, developing corporate systems, promoting corporate culture = retaining, promoting activity, and letting employees work Living or investing = transformation. To move users is to move people's hearts. Operating as a user requires strong communication skills. You can't reach a thousand miles without taking small steps. Let's start by chatting with users! Author: Xiayu Shuo Operation, WeChat public account: Xiayu Shuo Operation (xysyy6)