Shulou(Shulou.com)06/01 Report--

What is the "5W2H" rule of user operation in big data? aiming at this problem, this article introduces the corresponding analysis and solution in detail, hoping to help more partners who want to solve this problem to find a more simple and feasible way.

The "5W2H" rule of user operation What-- what is a user

Yu Jun said, "most people think that users are people, in fact, users are not people, can not simply compare users to adults, users are demand."

The last sentence can only hit the hearts of many operators and product managers for the better. Therefore, only by knowing what your users are, can we develop an efficient operational strategy for product promotion.

Let's take DiDi as an example. generally speaking, DiDi is used to go home from work or rush to a place immediately, because Didi can make an appointment, which can better save users' time. Obviously, this group of people will use Didi under specific needs, and this constitutes a collection of needs of a group of natural persons, that is, the above-mentioned "user is demand".

Who--, who is your user?

After figuring out that the user is a collection of requirements, you need to understand what your product addresses the needs of your users, in what scenarios they will use your product, and what the "user profile" of this group of users looks like.

Where--, go to that scene and find your users.

Whether it's a product team or an operations team, it's a good thing to have a user profile. Because it's the only way to find the target user you want. Here is an idea for you: the goal before the method.

What are the methods? For example, find third-party cooperation to explore the win-win model of the product-we provide the product and the other party provides the user; starting from the promotion channel, do hard and soft advertising in the media to increase the popularity of the product; participate in various activities to recommend your own products when expanding your network; rub the circle to make CEO the best promoter and bring friends in the circle.

But it is unwise to simply list the methods. We adhere to the "goal before the method": first use the previous "user profile" to understand their lives, behavior habits, and then list the methods according to these characteristics. only in this way can we get twice the result with half the effort and quickly find the target user.

User Operation Strategy in different stages of When--

The operation pays attention to the sense of rhythm, step by step, in different stages of the product, the way of user operation is different. We divide the product development stage into: seed stage, rapid growth period and stable period.

Seed stage: the operation of the "seed stage" should return to the product itself, because the core of the Internet operation is the product, which aims to constantly explore and maintain seed users, and maximize product improvement and rapid iteration with the minimum number of users. During this period, the core indicator is the retention rate, that is, the key is not the number of users, but through users to verify whether the product is effective and whether the core functions can meet the needs.

Rapid growth period: at this time, a large number of users begin to pour in, and the products need to meet their needs through rapid iteration, but the most basic principle is to focus on the core functions. At this time, the operating indicator is the number of sources, because at this time, it mainly depends on how many users can come and whether their number can grow like an explosion.

Stable period: at this stage, we need to focus on the stability of the product architecture and enhance the user experience, which is to maintain old users and develop more new users. The core operating indicators are activity and commercial liquidity. Big platforms such as Wechat, Didi and Jinri Toutiao have entered a relatively stable stage of development, which means user growth is no longer a key indicator. On the other hand, exploring more business models and ensuring that users remain active has become a top priority! That's why you can see that Wechat has gradually opened up the right to post ads on moments, and the money Didi has burned for so long has finally stopped burning-because people have made a profit!

Why do Why-- users buy your product?

Can be from the product value (must have a certain value), user needs (must meet a certain aspect of the needs of users), operation (the needs can be met, the fight is the differentiation of operation strategy)

How How-- attracts your target users

Put forward the selling point of the product-what kind of bright spot is the key to retain users?

Who are the users we want to attract? Is the content we have attractive enough for them?

How much does it cost for How much-- to acquire users?

"CAC" has become one of the indicators that companies have to pay attention to, the most obvious reason is that now that the "demographic dividend" of the Internet has passed, the growth rate of Internet users has slowed down, and there are only so many users in the pool. So if the platform wants to get more users, it has to invest more resources to compete with others.

The answer to what the "5W2H" rule of user operation in big data refers to is shared here. I hope the above content can be of some help to everyone. If you still have a lot of doubts to be solved, you can follow the industry information channel to learn more about it.

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