Shulou(Shulou.com)06/02 Report--

On March 18, Tencent big data held the 2018 offline Salon-Shenzhen Station, which attracted many operators and promotion partners of the Shenzhen Internet circle to participate in the event to discuss the theme: the growth of Internet users and the way to operate.

In the era of information explosion, users' attention is broken and dispersed by the torrent of information. It is becoming more and more difficult for brands to accurately capture their own content by the users' information tentacles.

How to operate accurately and get twice the result with half the effort to get your core users? We have invited three senior operators to share their experiences and experiences with you from the three directions of "human drive, big data empowerment and community fission".

Big data empowered how to refine the operation

Big data Senior Product Manager, Winnie Tencent

Once upon a time, the concept of "traffic is king" made operators focus on customer acquisition. With the change of the market environment, the channels and methods of operation are increasing, and the operation has a more detailed classification. In the context of meticulous operation, it is particularly important to learn to use data analysis to find out where users come from, what they are interested in, and why they are lost.

In the Internet population dividend disappeared now, with the upgrading of consumption, more and more highlight the value of super IP.

Keywords in the second half of the Internet: connection, empowerment, cross-industry digitization

The definition of empowerment is: empowering different industries through data to help different industries for data value mining. The point of the combination of traditional industry and data industry: connect online and offline resources, such as the new retail in big data's enabling, the combination of advertising and marketing, you can clearly see what your users look like.

The fastest growing in the manufacturing industry is the automobile industry, self-driving and other new technologies are profoundly changing the prospects of the manufacturing industry. There is also no lack of demand for data integration in manufacturing:

1. Parts management system: to facilitate product management and version recycling

two。 Inventory management: reducing the cost of warehousing manpower

3. Sales line: track and quantify the flow of products.

one。 Digital growth drives operation and sets up operation system quickly

① starts with the life cycle of the product:

Start-up stage: immediate, Douyin-is in the process of growth and will enter a period of rapid growth

Maturity: QQ, Wechat (Wechat may show different cyclical characteristics in different markets)

Recession: footprint-- theoretically, all products will enter a recession.

Product extension: when entering the ramp of the recession, many businesses will expand in new business directions. For example, Wechat is the expansion of QQ. To create a better corporate life cycle.

Users distribute cycles among products--

New users: learn about the trends of the product through advertising

Consumer: he will operate spontaneously and produce consumer behavior.

Producer: is the recognition of products, such as Little Red Book, NetEase Haitao, to guide loyal users. Attract more new users with the value generated by the users themselves.

The active standard for judging the new users of the platform is different: Taobao's judgment standard is to place an order, the news APP standard is to browse information in APP, and Xiao Hongshu is to publish the first diary. Locate the standards of different APP active users according to different behaviors, and build the basis of the operation data system.

② Operation Index Formula

Revenue = flow * conversion rate * passenger unit price

Scale = new + continuous online + loss recovery-loss

The above data show that any of your key indicators can be used as your factorial / addition / subtraction split, and the way these two indicators are split can guide you to split the indicators you care about into landing and enforceable indicators. At the same time, through the closed-loop operation of data, in the way of data feedback to guide our next round of decision-making, which is the essential expectation of data construction. If the data you know is not properly related to the data you execute, then the data will be of no value to you.

③ user churn:

Crowd insight: do crowd analysis for lost users, including gender, region, preferences, occupation and other information, and then according to their own needs, to see what kind of characteristics the data have, so as to develop a new marketing plan and get better promotion results.

The idea of building ④ data:

Build their own concerned data needs, around the needs of users, through the data selling points to develop the collection of important events. The data in nature exists in the form of analog quantity, so there are all kinds of errors. In the Internet world, all the data exists in an extremely accurate form, which is very conducive to data tidiness. Therefore, you can clearly see the increase, loss and channel sources of your users from the data, so as to help you do better data management and improve delivery efficiency.

⑤ report rendering:

After data collection, through dynamic calculation, form a report, understand that you care about the rise and fall of the data, your operation, whether the product is effectively improved, can be reflected in the report data.

two。 Big data empowered:

① users are grouped to find more core users

The essence of user clustering is to divide users into many groups and see in detail what characteristics each group has to the characteristics of users. The most classic user model is R (recent purchase time) F (frequency) M (consumption amount). The three dimensions draw a three-dimensional quadrant to understand the distribution and characteristics of your highest value customers and assist you in decision-making. At the same time, through the operation of highly active core users, it can help you understand your customers.

② user Touch

The most common way to reach:

Crowd characteristic analysis-crowd export-user access

Analysis of crowd characteristics-- crowd LOOKALIKE-- Advertising reach

In big data's era, how to interpret data has become a very important skill for decision makers. However, data can only be used as a tool to assist decision-making, and your understanding of the business is what can guide product development.

How to obtain users with low cost and use data to drive fine operation

President of Liu Zhiguo's first Control Micro Capital

Zhang Xiaolong, the person in charge of Tencent Wechat, mentioned when sharing inside Tencent: when making a product, you should grasp the "greed, hatred and ignorance" in human nature, satisfy the human nature, and the product will summon users. The closer the selling point of the product is to the weakness of human nature, the easier it is to be accepted by users.

one。 Grasp human nature and accurate marketing

From the earliest engaged in digital advertising, and the digital advertising to the extreme, after the technology reached the extreme, the importance of human nature began to highlight.

Traditional marketing--

What is the human nature of ①: the essential psychological attribute of human beings, that is, the attribute that distinguishes human beings from other animals.

What are the key words of human nature?

Selfish, lazy, greedy, jealous, suspicious. In advertising design, it is usually based on the needs of human nature.

Among them, Maslow's demand theory includes five levels of human needs: physiological needs, security needs, attribution needs, respect needs and self-realization. Now most of the marketing, usually grasp the evil side of human nature, magnify and take advantage of users' fear and anxiety to launch their own solutions.

What is marketing for ②?

Marketing is not the same as sales, marketing is a combination of operation, sales and brand.

5W1H:WHO 、 WHAT 、 WHEN 、 WHERE 、 HOW

What is the purchase process for ③ users?

SIAV Theory: a user-centered Consumer behavior Model

Seek solution (S)-filter information (I)-measure value (V)-gain access (A)

SIAV theory is fully embodied in the search platform.

two。 Precision Marketing: where are the people?

Before analyzing user pain points, first find out where your users are. Through the Internet IP technology, we can look for special advertising space and get better communication effect.

How to design a community + Mini Program combination: fission users

Founder of depth selection of Jianfeng operation

In Wechat's ecosystem, the most popular, effective, and low-cost way to absorb powder is to use fission to get fans. So what is the essential mechanism of fission? How do we need to operate?

one。 The difference between community and Mini Program in traditional e-commerce and launch

Much of the traffic traditionally delivered by ① is wasted and cannot be precipitated and reused.

The maintenance cost of ② paying customers is very high, so it is difficult to follow up and feedback to users.

③ users are isolated from each other, have no group marketing value, and have no value of mutual assistance and word-of-mouth communication.

The four characteristics of the community and Mini Program:

One-time traffic becomes reusable traffic

Community fission, magnifying flow

Bring the old with the new and add new users

User access trace recall

Social operation: for example, an online promotion case of Sanlian Life Weekly, the core idea is to guide 90% of users into the group after user purchase, and improve the sharing rate of users through social guidance. Users share the content of the event to their moments, and this kind of trust endorsement brought by users will lead to ultra-high payment conversion rate and greatly magnify the sound level of communication.

Mini Program: raise the possibility of reaching users within 7 days, call back users twice, and let the payment rate go up.

two。 Design user fission scheme:

Community fission: knowledge + user fission

Most of the time, the communication is to spread the high-quality content after packaging. after testing, it is found that the marginal cost of knowledge dissemination is very low. In other words, the more the number of transmission, the lower the unit communication cost. On the contrary, when traditional e-commerce uses red packets and other promotional means to sell, the marginal cost of communication usually increases sharply, even making Party A unable to bear it.

The core of fission scheme: based on Party A's business and products, mine his knowledge needs around its users, and then spread it based on fission mechanism. The users obtained by the dissemination of knowledge products have a very high loyalty, because all the users are gathered because of the products.

three。 The method of designing fission

1. Fission tools

Many operators have applied the marketing means of distribution, why only the case of deep selection of operations can be successfully detonated, the core point of which is an innovation: the commission is delivered to the account in real time.

Why do you want to make this innovation? The answer is: the freshness of users.

In the first place, Deep Operations Select uses tasks to obtain users by assigning task relief tickets. The operation of this mode of operation can support the process of the brand from 0-2 to 3W users, but slowly with the decrease of the freshness of users, the effectiveness of the method will weaken, so the application and play of tools need to be iterated constantly.

2. Fission core: user demand insight

In the process of building a community, you need to have insight into the needs of users. Long-term look at the user's dialogue, select high-frequency words, to understand the topics that users are most concerned about. In the end, it was found that the things produced by NetEase may not be very interesting, in essence, it has become a kind of social currency, and when the potential energy of this behavior is high enough, it finally launches the game in the form of year-end summary and successfully detonates.

When doing social marketing design, practicality and current sex are particularly important. Users must have a sense of urgency that can be used immediately and solve the most urgent anxiety of users.

3. How to gain insight into the needs?

Users are people, people will have desires!

From Sanlian Life Weekly to NetEase, 60% of users' insights come from a single book, Social Psychology, which clearly explains most of the problems faced in the marketing process.

After the user needs insight design is completed, the communication design will be put on the agenda, and the paths of the two ways of design are completely different. Every step of the operation is the multiplication effect, and you must make sure that every link is done well enough to ensure that the output is the best.

In the process of planning the operation plan, for the operating community, some top users follow more official accounts and have a relatively strong say, which is very suitable as the initial tipping point of the activity. But in fact, these people can not be driven by small interests, what they need is cultural convergence and emotional empathy.

Therefore, the most fundamental and important ability to do operation is to let yourself start from simulating the feelings of users and always provide value for users in order to output good operating results.

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