What is user operation?
User operation refers to user-centered, setting operating activities and rules in accordance with user needs, formulating operating strategies and operating objectives, and strictly controlling the implementation process and results to achieve the expected operating objectives and tasks.
How many kinds of users are there?
Core users (active users):
Definition and explanation: Core users can also be called deep users, and they use a certain APP for a long time.
According to different product evaluation criteria, the product manager will set the core user operation settings; for example, for Twitter, most of us are deep-use users, log in every day and always online, and use the time every day. More than an hour.
· A sense of identity, which means that users think this product is very good and like it;
· A sense of belonging, users can find their own place in this product;
· Perform core user behavior operations many times, such as e-commerce products. For Amazon, if you buy products worth xxx in one year, it is the core user;
Ordinary user (general user):
Definition explanation: It accounts for 60% to 80% and belongs to the middle user, but its role and power are not as high as core users. Occasionally, user A knows it once a day or two to see if there are any questions of interest;
· A sense of identity, Twitter or INS, this kind of community product has a relatively high value for an Internet entrepreneur and practitioner, and they also agree with this value.
· No sense of belonging. On Google, most of them mainly look at questions, and few comments and answers.
· Occasionally, for example, e-commerce consumption User C rarely visits Amazon and rarely consumes;
Browsing users (junk users):
Definition explanation: App registrations account for 10% to 20%, and this kind of user has no real value or meaning to the app.
· Almost not used. After installation and registration, if you think it is meaningless, you may uninstall it directly.
· No sense of identity, no sense of belonging, send some stories, e-mail to call you back, such users will not go back.
How to distinguish core users？
In the end, it is the core users that can bring you benefits, so what are the core users? How to judge? Do you need to judge based on the following 2 elements?
(1) Energy band resources
· Generate orders: For example, users go to Amazon to buy your products or have a partnership with you.
· Give ideas and product suggestions: Users who recognize the product will often give some suggestions and opinions to the product to promote the development or growth of the product.
· Bug feedback: If the product has bugs or problems, users will give feedback through some means to facilitate better use of the product.
(2) Can help you spread
Word of mouth is very important, users help you spread and expand brand influence
How to operate core users?
(1) Equipped with dedicated user operation personnel
For example, self-media operations, user operations… the names are different, and the specific work content is not exactly the same. But their main purpose is to find someone, to find someone, and then to maintain them, and to meet the needs of core users through some work.
(2) Meeting core user needs through activities
Increase the satisfaction, participation, and belonging of core users. Let users feel that they are valued, their influence has increased, and they have a good sense of presence in this place.
The main means to maintain customers are the following points incentives, medal system, exclusive discounts, care system, and material incentives.
· Level system and medal system can be set;
· Customized member exclusive discounts;
· Points incentives in the community. For example, check in every day to add three points, post a post to add five points, and high-quality posts add ten points to the top;
· Care system: When registering, you will enter the date of birth, and when you celebrate your birthday, you will be sent a text message to congratulate you, or birthday exclusive discounts.
· Material Incentive (O2O): If the points are relatively high, exclusive gifts will be given to you;
Good user operations have a great impact on the development of a company. The focus of operation is on users, increasing the number of users, increasing user stickiness and activity, extending the user’s single use time or total time, etc., collecting user habits, hobbies, behavior data, and launching targeted activities to meet the needs of users to interact with products , Communicate with users, deal with problems and feedback, etc.
Focus on users, product-based, good service, collect feedback, promote product improvement, and better service.
