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This article will explain in detail what the user operation in the Internet refers to. The editor thinks it is very practical, so I share it for you as a reference. I hope you can get something after reading this article.

Users, as one of the most important factors in products and operations, have always been a topic that Internet practitioners must talk about, and even many people think that the essence of the Internet is user thinking. So an operator, how to do a good job of user operation?

1. What is the user operation?

First of all, it is customary to analyze the concept first. What is user operation? Operation is all the means and methods to contact and maintain contact between products and users. User operation is to put users in the highest position in these means and methods. Activity operation and content operation can be said to be subordinate to user operation. What does user operation include? All user operations can be carried out around three core goals:

User scale, that is, to maximize the target users of the product.

The size of active users, that is, keep your users active at an appropriate frequency (not as active as possible, the key is to let users think of you as soon as they need it)

User commercialization, that is, through users to achieve product revenue, whether front-end charges or back-end charges.

Although different products have different emphasis on user operation, almost all of them can be divided into these three core goals, because any commercial Internet product can be commercialized if it is to make a profit. Commercialization must ensure the active scale of users, products without activity are difficult to find sources of income, and the active scale of users is limited by the size of your registered users.

2. The stage of user operation

Here we need to understand a concept, just as a product has a life cycle, user operation also has obvious stages, because different product life cycles certainly have different requirements for user operation. for example, it is almost impossible for you to do a large-scale growth of users for a product in a recession. The life cycle of the product determines the stage of operation, in which we are divided into three stages according to the three core objectives of user operation:

(1) users from 0-1 stage

This stage corresponds to the exploration period of the product, during which the primary goal of the product and operation is to determine who my users are. How should I satisfy my target users? For user operation, it can be subdivided into: finding the right target group-- matching the needs of target users-- cultivating the loyalty of target users-- bundling core users.

To put it simply, it is necessary to find our target group according to the positioning of the product. The positioning of the product in this process may change at any time, and then screen and match our users in the target group. Because not all target group users will use our products at this stage (users are also classified. For example, innovative adopters, early adopters, early Volkswagen, late Volkswagen, and backward adopters), after matching the target users, they naturally have to cultivate user loyalty and slowly form word-of-mouth. This is a familiar routine for everyone, and many people stop going backwards, but in fact, there is a very important step behind-bundling core users, what is core users? Such as Weibo or Zhihu in the big V, this group of people is related to the entire user group can be large-scale growth and retention of the relationship. After completing these four steps, the ecology of user operation can enter a process of self-cycle, and the product exploration period can be verified on a large scale.

(2) users move from 1Mui n stage

This stage corresponds to the growth and maturity of the product, to solve the problem of growth model and user activity, then the focus of user operation is very clear: open source, cost-saving, keep active. Open source, that is, to find ways to open up channels, to get more users; cost-saving, is to prevent the loss of users, let users stay; keep active, make users active in the product, and continue to be active. This stage is easy to understand, but it is also a difficult process, because there are great differences in the practices of different products, and there are some limitations in resources, timing and market environment.

(3) the stage of user commercialization

User commercialization is usually carried out in the mature period of the product, of course, some consumer products will also start some commercialization based on core values in the growth period. In commercialization, it can be divided into two directions: front-end and back-end. The front end, it can be said to be directly oriented to consumers, generally has value-added services and user fees, such as QQ members; the back end, that is, charges as a platform, such as advertising, commission, service fees and so on. The point about commercialization is based on the natural extension of the product, which is not explained too much here, and we still focus on the first two points.

3. How to do well the user operation?

After introducing the previous concepts, let's talk about how to do user operation, which is divided into two stages according to 0-1 and 1-1:

(1) to achieve a 0-1 break.

From 0-1 is the most important stage of a product, this stage determines whether it is necessary for the product to survive, so how should we do this part? Let's divide it into four parts to analyze:

① looking for the right target group

Whether it is the product or the operation, the most important thing at this time is to find its own target user, the product should be designed and developed according to finding the target user, and the operation should find out where the target user is, and let the target user use his own product. Then feedback the user's opinion, which may also involve changes in the target user. So what kind of target users should we look for?

First of all, we have to choose the right market. Wuli Rebus has a particularly good saying-don't use tactical diligence to cover up strategic laziness. Choosing the right market will make life easier for you in the future. So what's a good market like? I will not talk about the details. I think there are at least two key points in a good market. One is that the market is not too small and too big. It is very difficult to beat the giants at the initial stage, or it will face a large wave of competitors. If it is too small, you may not be able to support yourself. Second, this market must be in the midst of great changes, whether it is technological changes, changes in government regulation, or changes in business models. In short, if it is not in great changes, it is very difficult for you to compare with the old players who have been in this market for a long time. For example, Didi is fond of the changes in the mobile Internet. In just a few years, it has become a platform with more than 10 million drivers. If there is no mobile Internet, How much manpower, material resources and time does Didi have to rely on to reach its current scale.

After finding the market, the next step is to define your users and scenarios. This topic has been talked about for a long time, and it is also the main responsibility of the product. I will not expand here. Back to the operation, when the product has identified the target user, what the operator has to do is to find the right user group. Everyone knows that the user is just an abstract concept, or a collection of certain requirements. But back to the real world, who are the users? How many users are there? Where is the user? These are all things we should consider. After thinking about this question, given the stage we are in, another key question arises: who will be our first users? Because the product is in an exploratory period, the function is very imperfect or there is only one core function, not any user can accept the product at this time, according to the previous user classification, generally, innovators and early users will be happy to use our products at this time, and other users will lose quickly because they do not want to use or use it.

The first batch of users should be strong demand users of the product, and they will spend time and money trying to solve the demand. For example, the first batch of users of Haitao can be mother and child consumers. In order to buy milk powder with high nutritional value for their babies, parents spend a lot of money to get rid of relatives and friends to buy foreign milk powder, or even spend time to buy it in person abroad, but if at this time you can find a purchasing agent for them or go out to buy a better solution. Will users be willing to buy it? Yes, it will even have a higher tolerance for products, which is one of the ideas we are looking for for the first batch of users.

Low-cost and accurate acquisition of initial users by ②

Knowing the target users, how should we find the first users? After all, the products during the exploration period are generally poor, and it is impossible to spend a lot of money to obtain users, and at this stage, the requirements for users are accurate, not quantity, so when obtaining initial users, the pursuit is precision and low cost.

Here we provide you with a reverse thinking to deduce where our users are, such as how to find the mother and child consumers mentioned above:

As shown in the figure, we can distinguish the needs of target users into online and offline scenarios, and then find the places where users gather according to the upstream and downstream scenarios of the requirements, and after finding the gathering places of users, this is the channel for us to get users. which channel to use depends on the resources and talent available to the team, for example, I have the cooperative resources of the hospital. Then naturally choose to find the target users in the hospital antenatal examination, and for example, my team is good at producing content, then choose to do transformation in the mother-infant community, this is also the process that each team selects, evaluates and optimizes the channel according to itself.

After finding the user, there is another factor involved-the scenario, what behavior do we want the user to accomplish in what scenario? What kind of behavior is in line with the core values of our products? This is also what the operation needs to think about and guide users to accomplish.

③ cultivates the loyalty of target users

Through the previous steps, we slowly have users to use our products. At this time, as our first batch of seed users, we are going to cultivate these users into our loyal users, because if this group of users cannot become our loyal users, or we are not the first choice of users, it shows that there is something wrong with our products and needs to be constantly modified to meet the needs of users. You can even push it all over again.

At the same time, in this process, we also need to establish a set of mechanisms to cultivate loyal users, which is the most important thing, to prepare for the future large-scale customer acquisition, if we do not do a good job of retention at this time, then the more we get customers in the future, the more we will lose, which is not a waste of resources and harmful to the product (the impact of offending a user is far greater than getting a user's reputation).

To gain the loyalty of a user, we need to go through these five stages:

No loyalty-habit-satisfaction-affection-loyalty.

When a user uses your product for the first time, you should use the user to get used to using your product, which requires the product to be easy to use, available and easy to use, and the operator needs to set up for the user: I am your first choice of user mind. let users think of your products as soon as they need them, such as the previous Haitao products. It is necessary to convey to users on the relevant copywriting such as channel delivery, landing page, launch page and so on: using our products, we can buy safety guarantee, affordable, convenient and quick purchase of imported milk powder. The premise of habit is to provide users with matching content and services. Grasp the strong needs of users to guide, differential marketing, establish the user mind, then the cultivation of habits is generally not too difficult.

Satisfaction, that is, to make users satisfied with your service, this is the basis of loyalty, if users are not satisfied, then even the use habit can not be developed. How to make users satisfied, the test is the degree of mastery of the business and user experience, many experiences are based on small details. You can draw the core behavior of the user in every step of the product, and then think about what the user needs in each link, whether what you provide can satisfy the user, and how to meet the user's expectations in order to achieve the best results.

Or take Haitao as an example, a mother and child consumer enters the website through the following steps: registration-login-viewing goods-buying goods-paying orders-receiving goods-confirming orders.

In this process, such as registration, consumers do not want to waste their time on registration, do you want to provide third-party login or secret-free login with your mobile phone number, and for example, how to let users find products as quickly as possible? is it recommended or classified? If the goods are out of stock, do you need to notify the user by SMS when the goods arrive? Although these processes are designed by the product, the control of the details still needs to be done by the operator, because the operator is the one who deals with the users most and should know the users most.

Have feelings, that is, let users have feelings for your products and services, that is, you want to personify your products, this is relatively rare, but also the vast majority of domestic people do not do well. So how to personify the product? The key point is to interact with users, communicate with users, let users feel that you are not a cold machine, you are emotional, you will express your feelings to users. So how do you do this? The focus of different products is different. Social products should combine users' social chain with product emotions. For example, if Momo is a stranger socializing, the operator should guide various groups, nearby people and other social behaviors. Give users a feeling that you are introducing him to new friends. When users can recognize friends through groups and so on, their feelings for friends will naturally be extended to the product. Back to Haitao, e-commerce products, what users want is to buy what they want cheaply, then you need to understand what users want and save users' time. For example, operators can organize thematic promotions for mother and baby consumers to let users know what to buy for babies, and they can also buy them more cheaply. Some emotions can be established not only online, but also through offline couriers, such as JD.com Express 100000. Door-to-door delivery of the moment to see the familiar red overalls, as always, the speed, giving people is a convenient and quick experience. In short, emotion means that you should give the user an identity, and then communicate with the user according to his own position, so that the user can have more valuable interaction with your product. Of course, emotion also requires operators to invest manpower and material resources to continue to operate, at this point I am not very familiar with, there are different ideas welcome to leave a message to exchange.

With emotion, it is easy for users to have loyalty to the product, because with emotion, you are likely to be the only one in the user's choice, but you still need to design means to maintain user loyalty. Have you found this routine, just like the process of falling in love? no, no, no.

④ bundles core users

The core user here refers to the users who will have a great impact on the core business of the product, such as the KOL of community products, the active comment buyers of e-commerce products, and the big R of game products. When we proceed to the first three steps, we all have a certain stickiness to the target users, but to maintain the loyalty of all users, this requires a lot of investment, while for a start-up company, resources are limited in all aspects. all we can do is to keep the core users active and prepare for the next 1Mustn, such as Haitao products, a buyer who likes to comment and a buyer who is just shopping. You can judge for yourself the more important point.

So how should we tie up our core users? This is when it comes to user motivation. The so-called user motivation, in essence, is to make use of human desires, such as greed, vanity, laziness, and so on, to reward the user behavior that conforms to the value of the product in the core business of the product. the common ways are points, user level, gift giving, exclusive function, reputation building and so on. Different types of product users' incentive behavior to users is also different, community products will encourage users to produce content, e-commerce products will encourage users to buy goods and comments, the purpose is to encourage users to make useful behavior.

The difficulty of user motivation lies in what kind of motivation users should enjoy. This test of an operator's understanding of human nature, a target user after doing what he takes for granted, can get the desired motivation, which is a surprise to the user, and then the surprise will constantly motivate the user to continue the previous behavior. On this point of human nature, I think many games have done very well, especially in taking advantage of user vanity, such as King Pesticide, the game of the first ten years, I never thought that the skin could also make money, but the King Pesticide can make users get a new set of skin can be extremely happy, it is suggested that we can find the inspiration of human nature from the game.

This is the end of the article on "what does user operation in the Internet mean?". I hope the above content can be of some help to you, so that you can learn more knowledge. if you think the article is good, please share it for more people to see.

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