Text/Operation Charging Pile There is a saying in the Internet world that "those who win users win the world." Without users, no matter how cool or dazzling a product is, sooner or later it will fail. In other words, as long as we have a good user base, even if the product is not particularly good, we will still make good profits in the end. Therefore, users are the lifeblood of a company's survival in the Internet world, so user operations have become the core work of operators. So, what does user operations do? How should operators do a good job in user operations? Today I will talk to you about user operation knowledge: 1. What is user operation? People often ask what is user operations? Some people say that user operation is to provide customer service, collect user feedback and solve user problems; others say that user operation is to post and publish articles on various channels; still others say that user operation is to build a community and allow users to become active in the group. . In fact, in the final analysis, user operation is to increase user activity and loyalty through all operational means, retain users, and allow users to create value for our products and create revenue for the company. 2. How to do a good job in user operation? Since user operations are so important, how should operators do a good job in user operations? 1. To do user operations, you must first do a good job in product analysis. There is an ancient Greek proverb, "The most difficult thing in life is to know yourself." The prerequisite for doing a good job in user operations is to first be familiar with our products. Understanding a product naturally requires a comprehensive analysis of all aspects of it. So, how do we do product analysis? The answer is to know the product history. The best way to understand a person is to understand his past. Product history records the entire process of product update and iteration. Only by understanding the past of the entire product can we objectively treat the current situation of the product; by observing the growth trajectory of the entire product, can we Objectively analyze product development trends. Generally speaking, we can check the version update and iteration status of the product with the help of some third-party platforms. Common third-party platforms such as Qimai Data (), Cicada Master () and other platforms can understand the update instructions, user ratings, comments, and rankings of each version of the APP. Wait for the data. The following uses Taobao APP as an example for detailed explanation. We can understand the basic situation of Taobao app products from update logs, user ratings, user comments, rankings, etc., as shown in Figures 1 to 4. Figure 1-1 Update log Figure 1-2 User ratings Figure 1-3 User comments Figure 1-4 Ranking list 2. How to create user portraits User portraits, also known as user personas, are an effective tool to outline target users. How to make user portraits when making products. User portraits are virtual representatives of real users. First of all, it is based on reality. It is not a specific person. The other is that it is divided into different types according to the differences in the target’s behavioral views and quickly organized together. Then refine the newly derived types to form a type of user portrait. If you see a tall, cool, handsome man with sharp edges and delicate features at an event, and you become interested in him and want to pursue this handsome guy, then you will find a way to get to know him, such as asking for his contact information. Invite him to dinner and get to know his hobbies and temperament after going out to play. When the time is right, you start to confess your love to the handsome man. In fact, this series of understanding process is to create a portrait of a beautiful man. You may think that he has long legs, delicate facial features, humor, kindness, warmth, etc. This is the process of labeling a beautiful man. For the same reason, we label target users during the operation process. Of course, labeling users is not arbitrary. Generally, we divide user-labeled words into four major attributes: basic attributes, social attributes, behavioral attributes, and consumption attributes, as shown in Figure 5. Let me emphasize here that when we label users, we need to follow the 4w principle to give users weight, hierarchize users into groups, and conduct refined operations.

4w principles: who (who), when (when), where (where), what (what), the specific analysis is as follows: Who: Make it clear who the target users of our products are, including but not limited to mobile phone number, WeChat ID, Weibo account, email, etc.; When: the time when the user behavior occurs, which can be analyzed from two aspects: length and span, such as how long you stayed on a certain page; how long it took for a certain behavior to occur again; Where: when the user behavior occurred The touch point, whether it is mobile terminal, PC terminal, or a certain page; What: What did the user do, purchase, favorite, like, comment. By weighting different user behaviors, users at different levels can be calculated and user operations can be differentiated. All in all, user operations are about dealing with people, just like our human society, so there is a saying that the more friends you have, the easier it is to travel. From a marketing perspective, user operation is a must-do and very important job; from the perspective of interpersonal communication and life, it is also necessary to learn more about getting along with people and master methods of analyzing human nature. Chuanzhi Podcast Dark Horse New Media's short video operation discipline is guided by corporate needs and has launched a product operation course. Systematically explain product operations from the basics of operation entry, application marketing channels, user portraits, ASO optimization, user operations, content operations, event operations, data operations, etc., allowing novices to quickly get started with Internet operations with zero basics, becoming an urgent need for enterprises Operational talent.