At the request of fans, I wrote a dry goods related to user operation. According to his own experience in operating the workplace, Brother Four shared an article on how novices should operate users (as long as you are a fan, you can also ask for dry goods, and Brother Four will share it. Please leave a message in the comment area, the most featured theme is written by Brother Four). Let's understand what user operation is first: please go to various websites to find some official explanations, and you will give the answer. The fourth brother will explain to you what it is according to my understanding. User operation is often interpreted as four types of work by people in the industry: ① Small companies or startups often understand user operation as customer service, because such companies have a small number of users, and the requirements for user operation are to solve user problems and develop services around users; ② Some classified information websites and social platforms, such as 58 Tongcheng and Weibo, require users to have certain business and resource capabilities, especially to do some hot events at various time nodes. At this time, user operations are needed to connect some kols with corresponding enterprises and jointly launch hot discussions and topics, which is conducive to the spread and spread of events. ③ Regular user operation is generally based on an Internet company, such as an APP or platform. When it is developed, users need to download and use these softwares and platforms. Therefore, user operation should not only ensure the registration amount, but also ensure the daily activity, monthly activity, PV, UV and other data of the APP. Then user operation is mainly based on pull-stay-promotion activities. 4 Some large companies don't need to do hot events (such as video websites), but their user operations need to do refined operations for the users of products, such as knowing when the peak download period, online peak period and registration peak period are, layering users according to the indicators specified by some companies, and drawing these data for the convenience of subsequent optimization and adjustment and data reference of other departments. The above four points are introduced, and the user operation is the most practical. The most widely used working scenario is the third point. Most companies' user operations revolve around the third point. Students who ask this question must be equally confused. I don't know what the user operation is for? Like a headless fly at work, there is no designated scope and indicators, and it is impossible to report the work progress and data to the superior correctly and prove its value. These are all caused by not knowing what the user is doing. After explaining the user operation in the above four different working scenarios, if you are engaged in user operation or ready to do it now, you should also know which direction to develop or which company to choose. So you won't be confused when you enter the work. The user operation of the third work scenario explained above is often applied to work. We will systematically explain how we should work for the users of the third scenario (just to solve the confusion of that classmate). The user operation of the third work scenario has a characteristic, and his work mainly focuses on four indicators: innovation-retention-promotion-transformation. Let's focus on these four work contents (you can think of this process as your own product or an APP). Lacing: lacing is also what operators often say (drainage and flow). The most common bundling methods in the market are divided into two types: paid customer acquisition and free customer acquisition (1). The common ways of paying customers are: ① advertising through online search engine websites (SEM, bidding). Sogou and other search websites put in a keyword or brand word, and when users search for the corresponding vocabulary, it will trigger the advertisement display, thus achieving drainage. ② There are still some popular advertisements on the mobile terminal, such as advertisements inserted in the middle of video, advertisements inserted at the end of articles, advertisements placed on the APP screen, etc. , are called information flow advertising. Common advertising platforms include headline information flow, Tencent Broadcom and Baidu information flow. For example, if someone has a well-known IP, you can contact them and then talk about follow-up cooperation. For example, help us write an advertising soft article and send it to the official account of WeChat, and then recommend two websites (KOL resources are needed) after paying the corresponding fees: Micro Broadcast Easy, A5 New Media ④ Push or contact traditional media to put it offline, such as billboards and subways (recommended by big companies). These four mainstream methods are above. Among them, SEM and information flow are the most commonly used methods for passenger payment. In general, interview users need to have SEM bidding ability and information flow delivery ability (of course, large companies must have special delivery departments). If small and medium-sized companies are auditing these two business capabilities, Brother Four has done SEM and information flow work before, bought some study courses and summarized some brain maps. If there is demand, you can ask me for it. (2) Free access. Common free access methods are: ① social platforms, such as QQ, WeChat, Momo, etc. , are used to find accurate users on these platforms. The common method is to add some similar communities, and then join the group to advertise or directly add community members to do some community fission and expand accurate users. This method is also suitable for acquiring customers on social platforms at present. There are many ways to play social fission. In order not to delay you looking at the dry goods below, you can share fissile materials directly (self-study). You can get customers from the media platform, such as headline number, Baijia number and Dayu number. A large number of users browse their contents every day. If your content attracts users, it can not only enrich the platform, but also achieve drainage effect, which is also a way to get customers for free. Share three mainstream self-media operation skills (official WeChat account, headline number and Baijia number). 3 Short video platforms have gained customers, such as Tik Tok and A Auto Fast. At present, in the short video industry, it is not uncommon for companies to use short video platforms to drain. The advantage of short video drainage lies in its large amount. Even if you send 20 videos, you can fill your micro-signal with tens of millions of broadcasts. The disadvantage is that some users are not very accurate. If you choose to get customers for free, you can consider choosing short video drainage. The main operations of short video platform drainage (Tik Tok and Aauto Quicker) share some gameplay of these two platforms. 4 Community platforms, such as Post Bar and Douban, are community topic discussion websites, so these community platforms can quickly find topics related to products and enter the topic to discuss with you. If possible, you can advertise to achieve drainage. These four methods are commonly used to get customers for free, and they are also drainage methods combined with new media operations. If time permits, we can learn the relevant knowledge of new media operation and consolidate the retention of free new methods: there are many methodologies about user retention, so I won't popularize them for everyone. Those dry goods are too boring for beginners to absorb. The method of directly sharing user retention Now you have gathered users together through previous drainage, but don't rush to a community at this time, which will easily lead to the loss of users. At present, the most important thing for you is to stratify users. Let's talk about why users are stratified: the main reason is that we want to retain users, and the premise of retaining users is that we have any better methods or benefits to retain users. Or how to make users feel valuable to stay? Then this is the main problem we should think about when we do user operation, and it is also the key to user stratification. First, users should be divided by channels, and users of each channel should have their own labels. For example, users who come through paid search are relatively accurate, because we are passive parties and users need to find us through keywords. Then label this kind of users, and then do targeted operations, and the service can be repeated. For example, there are a wide range of users coming through short videos, and we need to analyze whether users added them to us after seeing that video. If the user comes through a funny video, he also needs the best label, and the follow-up service can be lighter. When users are first added to us, in order to obtain customer channels, users need to be initially stratified, which can be severely divided. Label the user with the content of the customer channel (such as which idea to add to us), and then we give the user a welcome speech through our friends. At this time, we should welcome users according to our understanding of them, and we should unify our remarks to prevent any friends from adding you. For example, the friend you want to pass on has found WeChat to add you from the media, so you should also have corresponding words when passing on, such as: Hello, friend. If you are so targeted, users will have a particularly good first impression of you (users are used to browsing your circle of friends, and so are advertisements). Users of any channel should have a special welcome word to leave a good first impression on users, so that the resistance to you will be reduced regardless of advertising or promotion. This is a preliminary reservation. If you want to further retain users, then you need to do community operations. The purpose of community operation is to improve retention and manage users in a unified way. As a user operation, community operation is your essential skill. I share the information of community operation with you directly, and those who are interested can learn directly (finally, users must have the ability of community operation, regardless of work) promotion activities: after innovation and retention, the user system has been initially formed, and the promotion is mainly aimed at lost users, that is, at us. There is a problem with stratification, pulling all users to a community. Because users don't have the same characteristics and topics, users are lost. What should user operators do? For this part of the lost users, first analyze the reasons for the loss of users, and then do the corresponding remedial measures! If it is because you have pulled users with different characteristics into a community, resulting in the loss, then re-establish a new group, name it with a label, and re-pull the group. The community is looking for professionals to share knowledge and dry goods, let users participate and improve their sense of value. If users are bored because your circle of friends is always advertising, then explain it directly to users, let users directly block your circle of friends, and then pull a new group and give them some small products. Say thank you. User churn, we must first find the reason and solve the problem. Of course, the most direct way is to do a preferential activity to let users cool off, or share it with big coffee, so that users can participate for free. Regarding how to do the activity, we will share some information about the operation of the activity with you directly, without going into details directly. Each company's articles of association are different, and the conversion requirements are different. Therefore, the transformation can be summarized according to the physical arrangement of the company: the key factor for beginners to do user operations is that they don't know what they are doing and what users are doing, so they can't do anything. According to today's dry goods, everyone should be very familiar with the common four-step workflow of user operation. If they can master it, it won't be a problem to do user operations. What dry goods will be updated tomorrow? Please leave a message at the end. I hope the experience I shared can help you. Here, fourth brother hopes you can save some money for me. Fourth brother's code is not easy, so thank you ~ ~ Of course, I won't let you save some money in vain. I have prepared a 60G operation data for you, which is very comprehensive, including (new media operation data, community operation data, user operation data, content operation data, short video operation data, Tik Tok operation data, etc. ).