User operation-this article gives you the most detailed analysis.

I recently browsed the recruitment information of Internet operation, from which I felt that the post of operation was subdivided and systematized, and the demand for user operation also showed convergence, so I can finally give it a complete definition. I hope that graduates who are curious about the user operation, or who have just entered the industry or are still looking for a job can help us to know more about this work. I. Description of the requirements of the major manufacturers for user operation positions (September 22) In order to clarify the user operation, I dug up the requirements of 26 user operation positions from the recruitment official website of Tencent, JD.COM, Netease and Byte, and then obtained their * * * requirements from three directions: tools/applications, goals and capabilities. From the data above, it can be seen that in terms of "tools/contents", the most important thing is "activities" (such as activity operation and activity planning, etc.), followed by "stratification" (that is, users are stratified, and different users use different operation strategies), and the following, such as growth (system), user life cycle, research, user portrait, user motivation, etc., seem to be mentioned less, but in fact, they are doing activities. In terms of goals, active and retained are prominent, followed by innovation, which basically covers all the goals in the user life cycle. In terms of ability, in addition to general requirements such as pressure resistance and cross-departmental communication, data analysis is a key point (the author thinks that operation itself is also a data-driven work), and only one of them explicitly mentions SQL plus points. Second, what does the user operation do and the relationship between each transaction? How are many terms mentioned in the first part reflected in the whole operation? The following figure can intuitively understand this summary: In general, user operation is based on user life cycle and user growth model; Work aimed at innovation, promotion, transformation (first purchase, repurchase, key behavior transformation) and retention. As for the strategy or means to achieve the work goal, it depends on the demand of specific products. Usually, an app that meets the needs of routine repeated use, such as food, clothing, housing and transportation, works as shown in the above figure: stratify users, then investigate the stratified users to get portraits, reach users with different portraits in different ways according to their purpose needs (usually taking activities as the landing carrier), then analyze the data viewing effect, and then iterate. In order to let you further understand these relationships, I have probably drawn a picture (roughly understood as plants [products] that can produce different flowers and evolving bees [users]: (I will take a look at emm, and skip here if the relationship is clear). Looking up from the root, each branch is layered, and different flowers that grow on different branches are activities or surface interaction functions, and the fragrance of flowers is touching. Let users (alien bees) discover and interact with products (collecting honey/spreading pollen). Different flower shapes/scents attract different bees, and different flowers determine the interaction mode of bees. The left branch is a kind of incentive system, which grows many flowers, and the difficulty of collecting honey from each flower is different. Bees accumulate evolutionary points by collecting pollen from primary flowers, and can collect pollen from advanced flowers after evolution. As for what flowers look like? Why can attract a certain kind of bees, that is, the user survey and user portrait completed in the early stage of stratification, and after many tests, the flowers finally grow into what bees (users) like. (Of course, users' honey-picking behavior can further feed back their acceptance of product performance.) 3. Detailed explanation of key points 1. Objectives and basic thinking (1) There will be a certain gap in the specific analysis and fineness requirements of these terms for different businesses of the target. For example, most of the apps refer to new registration, while some shopping apps refer to the first single user; Another example is that many apps look at retention and will look at retention the next day and retention the next month; However, for low-frequency tool apps, it may tend to be retained on the 7 th. This will be observed in detail in specific work. (2) Life cycle is a generalized model, which includes the life cycle of users and the life cycle of products. Of course, we mainly talk about users here. In the initial stage of acquiring users, we may do channel launch or fission activities, and these launch or new activities will consume a certain cost, so the user value is negative at first; With the increasing interaction between users and products, users' value begins to rise (different products are different, some may be paid by users and some may be advertising value); When the user sinks or loses, if the product still maintains the user, such as SMS, e-mail, etc., and the user does not respond to the relevant key behaviors, the user value here will be reduced to a negative value. There are many articles about the life cycle value of users in the network, so you can spend your time if you are interested. Work content: 2. Stratification (1) What is stratification? Broadly speaking, stratification is a way of thinking of refined operation, which is actually to classify users in a certain way. If divided by life cycle, it means new users, active users, lost users and so on; If divided by user value, it means important value users, important development users, important retention users and general value users (2) Why should it be stratified? From the perspective of user development, different users have different use needs and payment habits, and their familiarity with app is also different. Differentiating operations for different users, providing different product consultation and providing different services will reduce users' search costs, improve users' experience and increase users' stickiness and conversion. From the point of view of operational efficiency, the operating manpower is limited. If users are classified and stratified, users who have made higher contributions to the target value will be given more operating time, and the operational efficiency will be higher. (3) How to stratify? It is necessary to extract data according to the goal/guess, analyze the data and get different user groups; Through the method of investigation/activity contact, the conjecture/goal is verified and the stratification is further optimized. (Sometimes stratification can't be achieved overnight, and it needs repeated testing and verification to get the best stratification standard. The more refined it is, the more stratification standards there are, such as "the purchasing group of maternal and child products among important value users". Here are the two limiting standards. (4) Common stratification methods 1) See the above figure (just stratify according to work objectives) 2) Value stratification: RFM "How to stratify users and realize refined operation? Using RFM User Value Model (Chirs) This article is quite detailed. What needs to be added is that the principle of this method can be extrapolated to many aspects; and it can pay attention to its main mathematical logic: take the user proportion and observation indicators as the YX axis, delimit the observation indicators according to the curve changes, and then carry out the next assignment operation. (It means that it is not necessarily RFM, and users can be stratified in a similar way even if other standards are defined by themselves) 3) Element weight stratification. A survey of user portraits after stratification (knowing who they are, what they prefer, User portraits are generally divided into several categories: demographic data portraits: age, gender, occupation, education, income, geographical location, user behavior portraits: browsing habits (browsing time, browsing duration, browsing category), purchasing habits (average purchase order, purchasing category, purchasing frequency, related purchases), sharing habits, user attitude portraits: satisfaction with products, needs and preferences that products hope to meet. Lifestyle: Demographic data can be obtained through simple questionnaire survey or user ID card information, while behavioral data can be directly collected from system data, and user attitude data can only be obtained through long-term interaction between users and products, which usually refers to the following data: satisfaction, perceived competitive status and location, desire characteristics, lifestyle, brand preference, social and personal values, concepts and preferences. Demographic data and preferences: behavioral data portrait (part) * attached table, user preference data and its corresponding value: when understanding user preferences, it is often necessary to get the following data: actual behavior, score and market segmentation (segmentation is continuous, and it can be gradually strengthened from the initial RFM; Methods include profitability segmentation, demographic segmentation, channel utilization segmentation, RFM segmentation, personal attitude segmentation, preference segmentation), frank dialogue (indicating preferences, answering questions, making demands), and third-party information (including demographic data, resumes, living habits, etc.) usefulness: A high value B medium value C low value (this table is listed to remind yourself and your classmates, When we spend a lot of time on something/some data every day, we should occasionally stand up and look at the relationship between what we do and the actual task value.) 3. The activity mentioned the pre-launch operation of the activity in the previous article. You can look through it, so I won't go into details here. （< ahref=""> The essence of "Deep Anatomy of Activity Operation (I): Preparation before Activity (including detailed flow chart and a lot of details)" is basically the above two figures. It should be noted that for user operation, every activity is a tool to understand users. Regardless of the success or failure of the activity, as long as users interact with products through activities, we can further understand users. Therefore, regardless of whether the activity is organized and executed by the user operation, the user operation can pay more attention. (What activities did the user participate in? What's his stress about the way of activities and rewards? How active was he in the past and during the activity? Which activities are not enthusiastic) In the complete process of stratification, activities can be used as the last link to verify the conjecture. 4. The user incentive system is still the previous article "Advanced Operation: Analysis of the Bottom Logic of User Incentive System". The full text focuses on the following figure: The user incentive system is actually the practice of guiding user behavior and improving user value with the peripheral value of products. To make an incentive system, the premise needs to be clear. What is the value of a user's behavior? * Some products blindly enter functions such as the integral mall of the points system, and only users can get points by keeping them (daily login/sign-in/browse) and simply accumulate some time to exchange physical gifts, which is easy to attract users in bonus hunter and increase operating costs. So what factors should be considered before establishing an incentive system? How to mine user's value behavior? How to match user value and calculated score equally? Please see the long article in the past: "Long Raiders of User Incentive System: From the Analysis of Bottom Logic to the Description of System Establishment" IV. The daily work of user operation (for reference only). Then we directly look at the daily work of user operation (only for the extraction of our own work experience, not necessarily universal). In fact, the work of operation is basically similar, and it also belongs to the work of communicating with multiple departments. For the new operation, the key point is to quickly get familiar with the background application, product process, division of labor and work style and communication process of various departments/groups, etc. In addition, because user operations carry the objectives of activity, retention, transformation, etc., they may also carry the work of touch planning (sms, email, WeChat, push), resource planning, coupon distribution planning, etc., because they are not in the hot words of recruitment, so I won't go into details. As mentioned earlier, the purpose of user operation is to acquire valuable users and strive to retain users and improve user value. Therefore, advanced operations can move in this direction, combine the company's goals, and then try new work content and projects, and don't limit your creativity to a few known terms. V. Enlightenment of CRM on user operation (thinking) The analysis of CRM is quite consistent with user operation, from which we can also get some enlightenment. 1. target interpretation: in the description of CRM target, "giving up unprofitable customers" is also a part of the target. In the daily work of user operation, there is a "recall of lost users", which usually uses SMS, ITU and other methods. This work is complicated and has low conversion rate, and it requires labor costs and high communication costs (domestic SMS costs are low, but in some countries such as Vietnam, SMS costs are high). Reduce service costs and operating costs: in the growth part, reducing costs is also a key point of growth. Therefore, when measuring the value of our work, we can also add cost reduction, for example, the automatic response system reduces the cost of manual communication. 2. IDIC identification of management model: the unification of multi-channels and multi-systems. When customers come, they can quickly identify customer types and treat them differently from any important interactive information in the past. Leave time for high-value users to interact. Efficient interaction, each interaction is based on the previous one, and the last interaction is customer-centered. Personalized customized services (requiring customers' trust and more two-way communication) need to be noted that this step of identification requires more technical support. Because it requires the integration of multi-channel information, such as: users feedback questions through applets and communicate with customer service, then when he moves to app later, the system also needs to identify the questions that this person has fed back in applets and the related communication progress. (The biggest contradiction in this step should be the security of private data.) Differentiating treatment is also a key point, including reserving time for high-value users, and also requiring users to be treated differently according to the differences in customer needs. 3. Customer's value (profit contribution) The customer's contribution to the enterprise's profit is profitable due to increased purchases; Reduce operating costs and gain profits (customers are more experienced, the number of demand extraction is reduced, and the probability of error is reduced); 3. Recommended; 4. Price Spillover Long-term customers are more likely to pay the normal price. 6. Conclusion This article mainly focuses on the concepts and thinking logic involved in user operation. I wanted to add some examples of operation, but I always felt that it was too complicated, so I had to put it behind. The content of the article is mainly based on personal experience and thinking. If you have other ideas, please leave a message.