In the last issue, Sharing Zhiyuan analyzed three sections about user operation from the operational level. The first section is about the early centralized operation, the theory and methodology of improving the overall repurchase rate and retention rate, and doing a good job in recalling old customers. The second section is about the case splitting of centralized operation of recall, retention and promotion. The third section analyzes the user's filing and consumption behavior in the early stage of refined operation, as well as the mode of data collection and how to refine it. In this note, Zhiyuan mainly focuses on some PUSH methods of "recalling old customers", human flesh awakening and machine awakening users. Let's "recall users" and "keep users" by strategic operation and forcibly disassemble them, hoping to help you who are doing user operations. 1- "The logic of user operation recall"-To do operations, especially user operation recall, user wake-up, and PUSH pop-up, the first thing we need to figure out is why we should do these actions. Many operation partners will definitely say that I did this when I was working in other companies. Zhiyuan thinks that you are right to say so, but Zhiyuan thinks that by understanding the underlying logic, these methodologies can basically be easily switched at will. So first of all, what we need to know is what is the difference between user operation recall and wake-up? Zhiyuan believes that the direct point of "recall" is that "this user has been lost" and it is necessary to pull this user back through some strategies. "Wake up", Zhiyuan believes that such users have not lost on the platform. In order to improve the repurchase rate and activity, some means are needed to stimulate him. Let this user interact and have a relationship with the platform, both of which are essentially for the active users. Doing a good job of "awakening and recalling" users requires some means, so Zhiyuan has roughly summarized it and divided it into three elements, which are mainly as follows: 1. Reaching channels 2. Materials/content 3. Transforming users' ways to reach channels When it comes to these four words, I believe you are not very strange. The so-called reaching channels are how to reach users. Traditional channels include APPPUSH SMS community WeChat official account to push small programs to push sign-in reminders. Material/Content The so-called material is the content, which refers to what kind of content is pushed through the above channels to ensure that users can open the APP or see the information that can arouse the desire to buy. Then some strategic push may be needed among these contents, that is, for example, I layered users and used different content to push them for different users. Ways to transform users When we do an action, we must think about the way to transform users. For example, I made a PUSH, and after the push, the user clicked an activity page, which is used to transform users. There are three common ways in the market. The first way is to buy and consume directly after pushing. The second is to give the user a specific function, or a path, just like clicking sign-in or generating a poster after entering. The third is in-station activities, or specific related welfare push. 2- "Recall the awakened content push routine"-The first two are about the push channels and methods. I think many friends who do business know that Zhiyuan does not share too much here. When all channels and methods are the same, we should pay more attention to the strategy, so I will share more about the methodology of "content" here. In fact, many users know that there are only two ways to activate users and wake up recalled users, one is human flesh push, and the other is mechanism regular push. Zhiyuan first talks about several routine methodologies about "human flesh awakens users" and "pushing content": 1. Use catchy and interesting content, such as: Platinum Club's hotel pushed me a set of short messages a few days ago, and the content of the short message began with "I awake light-hearted this morning of spring, how about giving you a blanket?" From which date to which it is more favorable to check in. This kind of catchy content may attract users to click at the beginning of the short message. 2. Create curiosity. This kind of appPUSH is usually used. For example, when you are playing with your mobile phone, Tik Tok suddenly sends a notice to push, and his content push is basically based on "teasing you". For example, the young lady next door is watching you and has been waiting for you for a long time. Create curiosity without telling you the result. If you want to know the result, you need to click in to see it. Another form of pushing curiosity content is to push curiosity with the help of current social hotspots. For example, during the holidays, an e-commerce APP is PUSHed, and the holiday outing is not flustered. All the necessary travel packages for the stars are here. This kind of curious content push belongs to the grass-planting type.-3. Through the request, the name of friends is stimulated to the greatest extent. For example, we may often see the push of an app, someone @ you, and send you a National Day benefit. For example, Weibo often plays like this: Your good friend Mr. @ Zhiyuan has posted a Weibo. Come and have a look at his comments. 4. Give users greater benefits and offer incentives to recall this method, which is mostly used by e-commerce. For example, when "Taobao" double 11 countdown is going on, the high-quality agricultural commodities, sugar orange and 9.9 yuan, Shandong Province, will be mailed, and the orders will be placed quickly and quickly. "Daily Fresh" If you have a fruit, please pay attention to it. You can also enjoy a 21% discount coupon for 29.9 yuan. You can quickly place an order for different generations. Click. 5. around the different dimensions of users and platforms, this method is lured to recall from the angle. Momo and exploration use very special mechanisms. I don't know if you are a user operator, have you noticed that their information push forms are: "Momo", someone nearby greeted you, so please open the APP to reply to her. "Explore" someone likes you, you are 1.3KM away, so get to know her ~ 3-"How to wake up strategic users"-Strategic recall and push can promote users' consumption behavior more accurately and effectively. Strategic recall probably needs to think about six aspects, which are also the underlying logic of human inertia thinking. Zhiyuan roughly summarizes the following: 1. Think about the motivation of users to join the platform (shopping, pick up hot chicks, Write notes) 2. Can you get users' friends in the app, the relationship chain 3. Is there any motivation for users to consume and receive benefits in the app 4. Can you get some important information about users 5. The core needs of users, the stimulating information of core pain points 6. Is there a large number of users in the product? For the above six aspects, I will take readers to solve them. Regarding the first aspect, I will think about the main business of the platform, such as exploring. The first mapping for you may be pick up hot chicks. If this app pushes you to pick up hot chicks, my sister pays attention to your information and matches the successful information. I think the chances of you opening it are very high. If you open it, his recall will be successful. In the second aspect, it is assumed that the platform can obtain the relationship chain of friends, and whether it can push the close status related to users and friends. For example, your friend Zhiyuan published an article in QQ space saying that he mentioned you, and clicking the stamp can be used as a mechanism-based wake-up, made into a fixed template, and obtained permission to push regularly. In the third aspect, we can think about whether there are irregular welfare benefits in the platform, such activities as buying one yuan for a limited time, and if there are, can we push such a statement: Your good friend Zhiyuan, you buy the mystery of Hailan together, the price is as low as xxx yuan, are you sure you don't want to fight with him? This kind can be pushed by human flesh or mechanism-the fourth aspect can also be set as mechanism push. For example, many platforms can obtain users' birthdays, important festivals and anniversaries through data analysis. So as long as users go to their anniversaries, can they push some prepared "content"? For example, China Merchants Bank usually pushes it at the birthday time: Mr. Zhiyuan, X is your birthday. Xx points of China Merchants Bank are given to you, please poke the exclusive gift lottery ~ Fifth, find the core needs of users. Let me give a simple example, such as probing. Every time he pushes the information, he basically says: Yo, probing another girl likes you, 2.7KM away from you, poke it quickly ~ Or: Lao Wang, there was a girl next door who gave you a crush two hours ago, so poke it quickly to understand ~ These are actually people's psychology. Wake-up and recall of short messages ~ Sixth, there are a lot of topics discussed by users in society, such as hot search in Weibo, search in WeChat, popularity of new oxygen APP, community topics found in e-commerce APP, etc. When there are certain social topics in the mainstream of society, or there are certain explosive products outside the station, this strategy can be adopted. PUSH with the help of hot topics, such as: e-commerce: the same garbage bag in Tik Tok that you are concerned about, you can kill it in a limited time as long as 9.9 yuan ~ come and grab it, and there are still 1,111 pieces ~ Then after the above analysis, it can be roughly summarized as: applying six aspects of problems, making corresponding customization (materials, content), doing APP PUSH, SMS PUSH, applet and WeChat official account push, assuming that platform users can do refined data analysis. The above push (recall, activation) actions can be designed as a mechanism, and can be "directed push" without "human flesh push". According to men and women, hobbies, etc., there are three modules that Zhiyuan mainly shared today, namely the first module, the logic of user operation calling and awakening, and the push channels, materials, and strategies. The second module, content awakening, recalls the common routines pushed by users (content). The third module, how to tap the needs behind human nature and do the painful recall, I hope the above content will help you. WeChat official account: Wang Zhiyuan