User Operations - This article gives you the most detailed analysis

Recently browsing the recruitment information for Internet operations, I felt the segmentation and systematization of the operation position, and the needs for user operations also showed convergence, so I can finally make a job for it. Define total solution. I hope this will help graduates who are curious about user operation work, or have just entered this industry, or are still looking for a job, so that everyone can understand this job better. 1. Description of the needs of user operations positions by major manufacturers (2020.09) In order to clarify the matter of user operations, I dug out the job requirements for 26 user operations from the official recruitment websites of Tencent, JD.com, NetEase, and Byte, and then from From the three directions of tools/applications, goals, and abilities, the ultimate requirements are derived. From the data in the above figure, it can be seen that in terms of "tools/content", the most important thing is "activities" (such as event operations, event planning, etc.), followed by "stratification" (that is, user stratification, different users use different Operation strategy), followed by growth (system), user life cycle, research, user portraits, user incentives, etc. It seems that they are rarely mentioned, but in fact they are used when doing activity/user stratification. Ubiquitous tools/methods. In terms of goals, the most prominent ones are activity and retention, followed by new acquisitions, which basically cover all goals in the user life cycle. In terms of capabilities, in addition to general requirements such as stress resistance and cross-department communication, data analysis is a key point (the author believes that operations itself is also a data-driven job), and only one of them explicitly mentioned SQL bonus points. 2. What does user operation do and the relationship between each transaction? How do the many terms mentioned in the first part reflect in the entire user operation? The following figure can intuitively understand this summary: Under normal circumstances, user operation is based on the user life cycle and user growth model; it is based on attracting new users, promoting activation, conversion (first purchase, repeat purchase, key behavior conversion), and retention. Work towards a goal. As for the strategies or means to achieve work goals, it depends on the needs of the specific product. For apps that are usually used repeatedly for daily necessities, food, housing, transportation, etc., the work content is as shown in the picture above: stratify users, then conduct research on stratified users, and draw portraits. For users with different profiles, use different methods according to purpose requirements. Methods are used to reach (usually using activities as the implementation carrier), then analyze the data to see the effect, and then iterate. In order to let everyone further understand these relationships, I roughly drew a picture (roughly understood as plants [products] that can bloom different flowers and bees [users] that can evolve: (Just look at emm, if you know the relationship clearly) Skip here) Looking up from the root, each branch branched out is a layered completion. The different flowers growing on different branches are activities or surface interactive functions. The fragrance of the flowers is the touch. , allowing users (alien bees) to discover and interact with the product (collect nectar/spread pollen). Different flower shapes/scents attract different bees, and different flowers determine the way bees interact. The branch on the left is an incentive system. , it grows multiple flowers, and each flower has different difficulty in collecting nectar. Bees accumulate evolution points by collecting pollen from primary flowers, and can collect pollen from advanced flowers. As for what the flowers look like, why do they attract a certain type of bees? That is the user research and user portraits completed in the early stages of layering, and after multiple tests, the flowers will eventually grow into a look that the bees (users) like (of course, the user's behavior of collecting honey can also provide further feedback on their acceptance of the product's performance). 3. Detailed explanation of the key points 1. Goals and basic thinking (1) Goals Different businesses have certain differences in the specific analysis and sophistication requirements of these terms. For example, the recruitment of most apps refers to new registrations, while some Some shopping apps refer to first-time users; for example, many apps look at retention on the next day or the next month; but for low-frequency utility apps, they may prefer 7-day retention. This depends on the specific work. China Re’s specific observation. (2) The life cycle is a general model, including the life cycle of users and the life cycle of products. Of course, the focus here is on users.

In the early stages of acquiring users, we may do channel placement or fission activities, and these placements or new acquisition activities will consume a certain cost, so the user value is negative at the beginning; as the user interacts with the key behaviors of the product increase, the user's value begins to rise (different products are different, some may be user payment value, some may be advertising value); when users sink or are lost, if the product still maintains users such as text messages, email contacts, etc., If the user does not respond with relevant key behaviors, the user value here will drop to negative value. Regarding the lifetime value of users, there are already many articles on the Internet. If you are interested, you can read it. Work content part: 2. Stratification (1) What is stratification? Broadly speaking, stratification is a way of thinking about refined operations. It actually means stratifying users or classifying them into categories according to a certain method. For example, according to the life cycle, it is new users, active users, lost users, etc.; according to user value, it is important value users, important development users, important retention users, and general value users (2) Why stratification? From the perspective of user development, different users have different usage needs and payment habits, and have different familiarity with the app. Differentiating operations for different users, providing different product consultations, and providing different services will reduce users’ search costs and improve User experience, increase user stickiness and conversion. From the perspective of operational efficiency, operational manpower is limited, and users are classified and stratified. Users with higher contributions to the target value are given more operational time, and operational efficiency will be higher. (3) How to layer? It is necessary to extract data based on the goals/conjectures, analyze the data, and derive different user groups; verify the conjectures/goals through surveys/activities to further optimize the stratification. (Sometimes stratification is not achieved overnight. It requires multiple repeated tests and verifications to get the best stratification standards. The more refined the stratification standards, the more stratification standards there are. For example, "the purchase of maternal and infant products among important value users" "Group" here are the two restriction standards. (4) Common stratification methods 1) See the picture above (just stratify according to work goals) 2) Value stratification: RFM "How to stratify users and achieve refinement operations? "Using RFM User Value Model" (Chirs) This article is quite detailed. What needs to be added is that the principle of this method can be applied to many aspects: and you can pay attention to its main mathematical logic: using the user proportion and observation indicators as the YX axis, according to The curve changes delineate the observation index levels, and then the next step of assignment operation is performed. (This means it does not have to be RFM. Even if you define other standards by yourself, you can also use a similar method to stratify users) 3) Factor weight stratification. User portrait research after stratification (know who they are and what their preferences are, so you can reach them accordingly). User portraits are generally divided into several categories: Demographic data portraits: age, gender, occupation, education, income, geographical location. User behavior portraits: browsing Habits (browsing period, browsing duration, browsing category), purchasing habits (average purchase order, purchase category, purchase frequency, related purchases), sharing habits user attitude portrait: satisfaction with the product, needs that the product hopes to meet, preferences, life Among them, demographic data can be obtained through simple questionnaires or user ID information, behavioral data can be collected directly from the system, and user attitude data can only be obtained through long-term interaction between users and products, usually referring to the following data: Satisfaction , perceived competitive status and position, desire characteristics, satisfaction of needs, lifestyle, brand preference, association and personal values, concepts, and various preferences. Demographic data and preferences: behavioral data portrait (part) * Attached table, user preference data and its corresponding value: When understanding user preferences, the following data are often needed: actual behavior, ratings, market segmentation (segmentation is To continue, you can gradually strengthen segmentation starting from the initial RFM; methods include profitability segmentation, demographic segmentation, channel utilization segmentation, RFM segmentation, personal attitude segmentation, preference segmentation), straightforward dialogue ( Indicate preferences, answer questions, make requests), third-party information (including demographic data, resumes, living habits, etc.) Usefulness: A high value B medium value C low value (this list is listed to remind myself and my classmates) , when we spend a lot of time on something/certain data on a daily basis, we should occasionally stand up and see how what we do is related to the actual task value) 3. Activities are mentioned in previous articles You can read through the pre-launch operations, but I won’t go into details here.

("In-depth Anatomy of Event Operations (1): Preparation before the event (including detailed flow chart and a lot of details)") The essence is basically the above two pictures. It should be noted that for user operations, each activity They are all tools to understand users. Regardless of the success or failure of the activity, as long as the users interact through the activities and products, we can further understand the users. Therefore, regardless of whether the event is organized and executed by user operations, user operations can pay more attention to it. (What activities did the user participate in? How responsive is he to the activity methods and rewards? How active is he in the past and during the activity? Which activities are not enthusiastic about participation) In the complete hierarchical process, activities can be used as The last step to verify the conjecture. 4. The user incentive system is still based on the previous article "Operation Advanced: Analysis of the Underlying Logic of the User Incentive System". The key points of the full text are shown in the figure below: The user incentive system is actually the practice of using the value surrounding the product to guide user behavior and improve user value. To create an incentive system, you need to think clearly about the value of a user's behavior. *Some products blindly enter functions such as the points system and points mall. As long as the user retains (daily login/check-in/browse), the points can be obtained and can be redeemed for physical gifts by simply accumulating some time. This approach can easily attract unscrupulous users. Increase operating costs. So what factors should be considered before establishing an incentive system? How to tap user value behavior? How to equivalently match user value and calculated score? Please read the previous long article: "Super long guide to user incentive system: from underlying logic analysis to system establishment description" IV. The daily work of user operations (for reference only for newcomers) Then let's take a look directly at the daily work of user operations (only The extraction of one’s own work experience may not necessarily be universal) In fact, the work of operations is generally similar, and it is also a job that requires communication with multiple departments. For new operators, the key point is to quickly become familiar with backend applications, product processes, division of labor and work styles of various departments/groups, and communication processes, etc. In addition, because user operations have goals such as activity, retention, and conversion, they may also be burdened with work such as reach planning (SMS, email, WeChat, push), resource planning, coupon distribution planning, etc., because they are not in the recruitment hotspot. It’s in the words, so I won’t go into details. As mentioned earlier, the purpose of user operations is to acquire valuable users and strive to retain users to increase user value. Therefore, for advanced operations, you can move in this direction, combine the company's goals, and try new work content and projects. Don't limit your creativity to a few known nouns. 5. The Enlightenment of CRM on User Operations (in terms of thinking) The analysis of CRM is quite consistent with that of user operations, from which we can also get some inspiration. 1. Goal interpretation: abandon unprofitable users: In the description of the CRM goal, "abandoning unprofitable" customers is also a part of the goal. In the daily work of user operations, one item is "recall "Losing users" usually uses SMS, telecom and other methods. This work is complicated and has a low conversion rate, and requires labor costs and high communication costs (domestic SMS fees are low, but in some countries such as Vietnam, SMS fees are high), so There is no need to "recall" endlessly when working. Standards should be established to determine when and what conditions are met. Giving up users is also a part of user retention. Reduce service costs and operating costs: In the growth part, cost reduction is also a key point for growth. Therefore, when measuring the value of our work, we can also include cost reduction. For example, the automatic answering system reduces the cost of manual communication. 2. Management model IDIC identification: Unification of multiple channels and multiple systems. When a customer comes, quickly identify the customer type and treat any important past interaction information differently: leave time for high-value user interaction: efficient interaction, every interaction is Based on the last time, undertake the last interaction with the customer as the center: personalized customized services (requiring customer trust and more two-way communication). It should be noted that identifying this step requires more technical support, because it It requires the integration of information from multiple channels. For example, if a user reports a problem through a mini program and communicates with customer service, then when he or she transfers it to the app, the system also needs to identify the problems this person has reported in the mini program and the related communication progress. (The biggest contradiction in this step should be the security of private data) Differential treatment is also a key point, including leaving time for high-value users, and also requiring users to be treated differently based on different customer needs.

3. Customer's value (profit contribution) Customer's contribution to corporate profits is gained by increasing purchases; profits are obtained by reducing operating costs (customers are becoming more and more experienced, the number of demand extractions is reduced, and the probability of errors is reduced); 3. Recommendation; 4. Price overflow. Long-term customers are more likely to pay normal prices. 6. Conclusion This article basically focuses on the concepts and thinking logic involved in user operations. I originally wanted to add examples of point operations, but I always felt it was too complicated, so I had to post it. The content of the article is mainly based on personal experience and thinking. If you have other ideas, please leave a message to exchange.