Social Media Operations | Grasp user Psychology and Empower Precise Operations
The theoretical knowledge of new media operations includes the knowledge of the three systems of marketing, psychology, and communication.
User research is actually a big concept. There are already many mature methods in the field of user research that are used in various stages of the product life cycle to help products better understand users and find product development directions. This article will talk about how user research can better empower operations from both qualitative and quantitative perspectives.
How to help operations better carry out their work through user research? Which psychological needs of users can be grasped to better enable operations? In this stage of product operation and promotion, what are the user’s psychological laws that can be used in work?
1. User positioning
Product positioning: find your target group. Make sure that your product serves those people, and the designed features should be simple and easy to use (users will not spend time researching on new products).
Psychological positioning: What is the relationship between the user and the product? It should be defined as a friend relationship. The marketing trilogy says that traditional marketing should do these three things: let users know you, let users like you, and let users rely on you.
Knowing you, how do you do in user operations?
Do a good job in the preheating of product development crowds, such as telephone interviews, questionnaires, cluster surveys…
Like you, what should I do in user operations?
First, understand the user’s hobbies. As a user, it’s actually very simple. There is an old Chinese saying that “there is no best, only better”. Users like “better”. For example, I am a traditional store, and users like me more Products, larger product quantity, cheaper price, faster delivery speed……;
Depend on you, how to do it?
There are tens of millions of people doing social media operations. How can you break through such a big competition? To learn to set limits and challenge yourself, your product must continue to challenge new features (market demand), and be more advanced in your product. Continue to do actions 50 meters away to let users know that you are the best. For example, 51 specialty shopping, which specializes in specialty shopping platforms and mobile apps, we choose to increase product positioning functions to let users know that they want to buy specialty products. With this function, you won’t be slaughtered during your travels, and you won’t be able to buy authentic specialties…
2. User experience
The best user operation can allow users to achieve the effect of self-propagation. Of course, this is based on the user’s participation and experience. The best experience is participation. Chinese consumers have one thing in common, that they always think that their own is the best. User operation People can create information flow, allowing users to easily participate in product design and functional experience interaction. The stronger the user relationship in the user operation process, the stronger the communication. Of course, pay attention to the user’s suggestions to be included but not all of them, because the product does not It may be that everyone needs everyone to like it.
3. User promotion
Divide user operations into three periods
① Seed user period
Obtaining seed users as an operator is the most difficult. Users in this period are the most delicate and will abandon the product if they feel unhappy. There is a ranking in psychology called “end effect”, which is that people often base their evaluations on The last impression is the final evaluation. Since the product makes friends with the user, the friend will say based on the best impression. If you leave a bad impression on your friend, the possibility of turning him back is too small, so the product user experience must be Make users feel happy.
Marketing science talks about the product promotion reaction cycle between March and June. Many partners who do operations give up after one month of promotion without seeing the effect. This is a big mistake and very wrong. Many promotions are after 6 months. See the effect, so regardless of the effect of promotion involved in the user operation plan, do it for 3–6 months first, and then choose to change the promotion mode if it doesn’t work.
② Outbreak period
The user outbreak period is generally between 8–9 months of product promotion. Of course, this is based on the promotion of your seed users. Users who enter the outbreak will have a blind obedience phenomenon. You will find that users come easily and go quickly. In the dialectical management philosophy, the development of things must be accompanied by chaos, and the faster the development, the greater the chaos. Operators must be able to foresee this chaos in advance and do a good job of enriching products and user experience. The most important thing is the construction of dependent functions.
③Platform adaptation period
The user retention rate during the outbreak period is relatively low, but based on the number, there will still be a large number of people staying with you to play. Although the user’s habits can be changed, it is best not to challenge if you are not a big company like BAT, because you May become martyrs!
Enter this period to do a good job of user incentives: for example, title-level-medal-point-rank…
④User hierarchical management
Classify users through the platform period and do different management for different users