We can think of the user operation system as a big tree with branches and leaves. Every part of it provides the necessary "photosynthesis", that is, the input of nutrients, to maintain the big tree. T

We can think of the user operation system as a big tree with branches and leaves. Every part of it provides the necessary "photosynthesis", that is, the input of nutrients, to maintain the big tree. The normal life functioning of the tree. When we start operating a product, we need to develop some user operation rule documents in advance. Including all documented operating rules for organizational operations, the corresponding organizations set to achieve goals, and related external interfaces, etc., it is a complete process system, from input through polishing of the process with corresponding rules, to The output of the organization's existence ensures the continuation and development of the organization and better allows work to be followed. 4 methods to improve the user operation system: 1. Establish the user information system. User information here is a big concept. Starting from marketing, the user’s source, user purpose, user basic information (age, gender, region, etc.) and user consumption information Wait, they all need to be sorted and organized. The source of users can not only tell whether your activities and delivery channels have achieved the expected results, but also for users who come through this channel, you can clearly understand what types of activities this user likes or which keywords they are interested in, so as to formed transformation. If you make good use of the user's basic information, your existing users' repurchase ability can be greatly improved, reduce conversion costs, and improve the effect of word-of-mouth communication among users. Basic user information is an endless treasure mine. With the iteration of Internet technology, we can gradually dig out the iceberg of user information. 2. Establishing a user level system. No matter whether your Internet platform is monetized through content or products, users are fundamental. Only by providing users with different rights and services can users be more loyal to your products. The establishment of user levels is based on people's comparison psychology, or a need for users to obtain higher-level services. More to say, it is a high degree of adjustment that improves users' recognition of your product. If a low-level user recognizes your product, he will try his best to complete the requirements for upgrading the level. To establish a user level system, you first need to formulate the rights and interests that users can obtain at different levels according to the product. Just like a game, high-level players will have certain advantages in attack power, defense, health, etc. compared to low-level players. After users discover this difference in advantages, they will try their best to complete the tasks or thresholds assigned by you and improve their level. Then user operators can develop different upgrade strategies, activities, etc. according to different levels of users to make users active. At this time, the operators must know very clearly, what do you want to gain from different levels of users? Will it bring more revenue? Or can it help you manage it? Or provide content? 3. Establishment of User Incentive System Why should we establish a user incentive system? I don’t think it’s difficult to answer this question. As a user operator, you definitely don’t want to see your users only complete one consumption or publish content once. We attract a new user to complete the first transaction or produce content at a high cost. We must want this user to continue to contribute to us. Every time a user makes a contribution, your new customer cost will be reduced. Your incentives must make users have the desire to contribute or pay, so you must formulate your incentive system based on the nature of users' needs. 1. User positioning. There are two types of company incentives we most see in the workplace. One is the incentive for sales, which is bonus. Every sale that is not completed will have a corresponding commission ratio. This is the simplest incentive. Now many companies have developed a complex and complete system of sales commissions. Divide the bonus into several stages, for example: a single sales of 10,000 yuan and 100,000 yuan, the commission ratio is different. If you complete the monthly, quarterly or annual performance of 100,000, 1 million or 10 million, there will be additional commission. In this way, Salespeople are always influenced by the commission ratio, and they will continue to improve their performance in order to get more bonuses. Another kind of incentive measure often used by human resources is recruitment introduction reward. Recruiting suitable personnel has always been a big problem for the company. Even if HR has three heads and six arms, it is difficult to recruit personnel who meet the functions of each position. .The establishment of the user incentive system cannot be done by the operations department. It not only requires the work of the product, but also requires the cooperation of all operations departments, including the positioning, planning, execution, data collection, optimization, and improvement of the entire product. , and after building a user incentive system, we can form a closed loop of this system and continuously optimize and improve it. The incentive system can be penetrated from the first step of user registration. Takeout delivery software, newly registered users can enjoy free delivery for their first order, and can get cash coupons with random prices for every subsequent transaction. This method allows users to know that they will get discounts every time they place an order. Although the amount is random, users I don’t care about the amount, what I care about is the surprise of discounting different prices every time. Tmall issues discount coupons from time to time, driving users crazy again and again. In fact, the most direct way to motivate is this kind of financial stimulation, which is also a way that this type of products use as an incentive. But for the incentive system, this approach must be thoughtful. If you do a full discount event, you must calculate the price. For example: your platform products are all priced at 39 yuan, 49 yuan, and 59 yuan to participate in the event. Then the way I suggest is to reduce the amount when you spend 199 yuan, 299 yuan or 399 yuan, so that you can always sell one more product. For UGC platform products, the user's incentive system is to encourage them to provide high-quality content and provide incentives for interaction between users. There are three types of users of this type of product: the first type of users are writers who like to express their opinions, who like to express their own opinions on their professional fields or some practical matters, or some dry information; the second type of users are media, They need to establish their own exposure and authority through various channels; the third type is enterprises, founders, who need a platform to introduce and promote their products. 4. Establish a user problem system. User problems can be users’ suggestions for products, complaints, or obtained based on data analysis of user habits. On the one hand, the problem system is established to better iterate your own products. Users are the best. product manager; on the other hand, for transactional platform products, they can be collected and sorted as Q&A skills, and customer service staff can learn about each user's previous records to determine the attributes of this user (does he often complain? What is your personality like? Is it a difficult user?) When establishing a user problem system, you need to pay attention to: what type of product is yours? According to the product direction, we need to delineate the questions that our users may raise, the ways to raise questions, and the channels for feedback to users. It is also necessary to clarify the department process allocation after collecting user problems, how to solve the problem, processing progress, priority (urgent or not important, important or not urgent, urgent and important), etc. For example: A user complains about a problem with a product function. The customer service staff classifies the problem to product or operation (depending on the company structure) through the backend or established process system. After the product or operation receives the BUG, This problem is solved through the problem handling process of each department, and feedback is given to users through operational rewards or customer service care. Users will appreciate the work efficiency (professionalism) of this platform and the importance it attaches to users. Users will share their experiences with their relatives, friends or colleagues after dinner. A small move, without paying a higher cost, on the one hand solves the problem of the product, on the other hand it can also increase user loyalty and reputation. Why not do this kind of user operation? Woolen cloth? We can think of the user operation system as a big tree with branches and leaves. Each part provides the necessary "photosynthesis", that is, the input of nutrients, for the big tree to maintain the normal health of the big tree. Life moves. Let’s take a look at the others tomorrow!