Five Methodologies of User's Operation of "Awakening" and "Recalling"

In the last issue, Share Zhiyuan analyzed the three major sectors of user operation from the operational level. The first aspect is the early centralized operation, improving the overall repurchase rate and retention rate, and doing a good job in the theory and methodology of old customer recall. The second aspect is about the case splitting of centralized operation of recall, retention and promotion. The third aspect analyzes the user filing and consumption behavior analysis in the early stage of refined operation, as well as the data collection mode and how to refine users and users' small-scale operation. 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 "retain users" through strategic operations and forcibly dismantle them, hoping to help you who are doing user operations. 1-"Logic of user operation recall"-Do operations, especially user operation recall, user wake-up, and pop-up. The first thing we need to figure out is why we should do these actions. Many business partners will definitely say that I used to do this when I worked in other companies. Zhiyuan thinks that you are right in saying this, but Zhiyuan thinks that these methodologies can basically be handled with ease if you understand the underlying logic. So the first thing 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, we need some means to stimulate him. Let this user interact and have a relationship with the platform, both of which are essentially for active users. It takes some measures to "wake up and recall" users well, so Zhiyuan roughly summed it up and divided it into three elements, mainly: 1. Enter channel 2. Material/content 3. Ways to transform users. Speaking of these four words, I believe you are not very strange. The so-called reach channel is how to reach users. The traditional channel is APPPUSH SMS community WeChat official account push. Material/Content The so-called material is content, which refers to what kind of content is pushed through the above channels to ensure that users can open the APP or see information that can arouse their desire to buy. Then some strategic push may be needed in these contents, that is, for example, I layered users and pushed different users with different contents. The way 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 on an active page, which was used to convert users. There are three common ways in the market. The first way is to buy consumption directly after pushing. The second is to give users a specific function, or a path, just like clicking on the sign-in or entering to generate a poster. The third is the activities in the station, or the specific related welfare push. 2-"Recall the awakened content push routine"-The first two are about the channels and ways of pushing. I think many business friends know that Zhiyuan doesn't share too much here. When all channels and methods are the same, we should pay more attention to strategy, so I will share more methodology about "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 a few routine methodologies about "human flesh awakens users" and "pushing content": 1. Use catchy and interesting content, for example, the hotel of Platinum Club pushed me a group of short messages the other day, which read "I woke up easily in this spring morning, how about giving you a blanket?" This catchy content may attract users to click at the beginning of the 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 notification push, and his content push is basically based on "teasing you". For example, the 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, push an e-commerce APP during holidays, and you don't panic when you travel during holidays. All the necessary travel packages for the stars are here. This curious content push belongs to the grass type. -3. Stimulate friends' names to the greatest extent through requests. For example, we may often see the push of an app, and someone @ you will send you National Day benefits. For example, Weibo often plays like this: Your good friend Mr. @ Zhiyuan sent a Weibo. Let's take a look at his comments. 4. Give users greater discounts and provide incentives for recalls. This method is often adopted by e-commerce. For example, when Taobao Double 1 1 countdown is in progress, sugar orange, a fine agricultural commodity, will be delivered by post in 9.9 yuan, and the order will be placed quickly. Daily Fresh If you have fruit, please pay attention. You can also enjoy a 20% discount coupon of 29.9 yuan. Can quickly place orders for different generations. Click. 5. Focusing on different dimensions of users and platforms, this method lures memories from different angles. Momo and exploration use very special mechanisms. I don't know if you are a user. Have you noticed that their information push form is "Mo Mo"? Someone nearby greets you. Please open the APP and reply to her. Someone likes you. You are 0.3 kilometers away. Know her ~ 3-How to Wake up Strategic Users-Strategic recall and push can promote users' consumption behavior more accurately and effectively. Strategic memory probably needs to think about six aspects, which is also the underlying logic of human inertial thinking. Zhiyuan can be summarized as follows: 1. Think about the motivation of users to join the platform. Write notes) 2. Can you get the user's friends in the app, relationship chain 3. Is there any motivation for users to consume and receive benefits in app 4? Can you get some important information about users? The core needs of users, the stimulating information of core pain points 6. Does the product have a large number of users? In view of 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 exploration. Your first mapping may be picking up girls. If this app pushes you to pick up girls, my sister pays attention to your information and matches the successful information. I think your chances of opening it are very high. If it is opened, 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 intimate status of users and friends. For example, your friend Zhiyuan published an article in QQ space saying that he mentioned you, and the click stamp can be used as a mechanism to wake up, make a fixed template, and get permission to push it regularly. In the third aspect, you can think about whether there are irregular welfare payments in the platform and activities such as buying one yuan for a limited time. If so, can you push this statement: Your good friend Zhiyuan, you buy the blue ocean mystery together, the price is as low as xxx yuan, are you sure you don't want to fight with him? This 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 anniversary, can they push some prepared "content"? For example, China Merchants Bank usually pushes at the birthday time: Mr. Zhiyuan, X is your birthday. Xx points from China Merchants Bank are given to you, please poke the exclusive gift lottery ~ Fifth, find the core needs of users. Let me give you a simple example, such as probing. Every time he pushes a message, he basically says: Hey, probe another girl who likes you, 2.7KM away from you, poke it quickly ~ or: Lao Wang, there was a girl next door who secretly loved you two hours ago, poke it quickly to find out ~ These are actually human psychology. Wake-up and Memories of SMS ~ Sixthly, there are a lot of topics discussed by users in the society, such as hot search in Weibo, WeChat search, popularity of new oxygen APP, community topics discovered by e-commerce APP, etc. This strategy can be adopted when there are certain social topics in the mainstream of society, or there are certain explosive products outside the station. With the help of hot topics, such as: e-commerce: Tik Tok, the same garbage bag you are concerned about can be killed in a limited time as long as 9.9 yuan, and there is 1000 yuan. Therefore, after the above analysis, it can be roughly summarized as follows: apply six aspects of problems, make corresponding customization (materials and content), push app, push SMS, push applet and official WeChat account. Assuming that platform users can do detailed data analysis, all the above push (recall and activation) actions can be designed as a mechanism, which can be "directional push" without "human flesh push". According to men and women, hobbies, etc. Today, Zhiyuan mainly shared three modules, namely the first module, the logic of user operation call and wake-up, push channels, materials and strategies. The second module, content awakening, recalls the common routines (content) pushed by users. The third module, how to tap the needs behind human nature and make painful memories, I hope the above content will help you. WeChat official account: Wang Zhiyuan