How to make a product operation strategy?

When it comes to the content of operation, you can easily think of: innovation, promotion and retention. However, this is not the whole content of the operation. When a product is in the exploration period, the operation may be out of order. Only by verifying the product demand with MVP as soon as possible and completing the accumulation of early seed users is king. However, after the product has passed the exploration period, the operation needs to be orderly and organized, and a stable user growth path and a controllable user retention strategy should be established through some fixed means and mechanisms. The work of operation can be summarized in one sentence, that is, innovation, promotion and retention. Building a product operation system is to systematize and standardize these things, so that every incoming user can complete a complete life cycle as much as possible. The landlord of AARRR mode will take Fan Deng Reading APP as an example, take a look at the operation strategy of a mature product by combing some examples of reading in Fan Deng, and then summarize and analyze how to formulate the operation strategy of a product. I. Overview of reading products in Fan Deng Established time: 20 13 Scale overview: nearly 2 million paid members +600 offline communities +300 urban branches Product features: reading (video+audio)+knowledge supermarket (course) Product slogan: Keeplearning, read 50 books together every year Profit model: 365 first-year members+Fan Deng Bookstore. Sell books and daily necessities)+knowledge supermarket (paid courses) 2. Pull up new strategies 2. 1 Build external promotion channels. Some channels are visible for users to build channels, such as Baidu SEM, and many channels are invisible, but they are equally important, such as Zhihu, soft articles on simplified books or user endorsements, because product exposure and brand effect will bring a lot of natural growth to the application market. As written in the book "Flow Pool", brand is the most stable flow pool, and soft text and user endorsement are the most effective ways to build brand. 2. 1. 1 SEM bidding advertisement and seo optimization on search engine 2. 1.2 distributing audio and video content to Himalayan FM powder absorption 2. 1.3 short book, and launching soft text 2. 1.4 offline city branch on various platforms in Zhihu, 2./kloc. Reading Sharing Meeting 2. 1.6 Offline Fan Deng Bookstore 2.2. 1 Interest-based strategy Old users share their QR code promotion pictures with their friends. Every 1 person scans their QR code to become an experience member, and gets 7 days or 20 points, and 2 people delay 14 days or get 40 points. This is an encouraging recommendation based on rational logic, and users will measure their recommendation behavior and rewards to decide whether to recommend it. 2.2.2 Built-in sharing factor Almost all articles, audio and video in Fan Deng Reading APP support social media such as WeChat and Weibo, and all sharing behaviors are accompanied by bonus points. This is a common growth path of content products, and content is traffic. Sharing reading is also beneficial for users to establish a circle of friends and meet their emotional needs of sharing. Third, the new user retention strategy Whether the retention of a product is ideal or not, the core point is whether the product can meet the core needs of users. The key to retaining new users is to meet their core needs as soon as possible, so that users feel that this is the product I want, and it is time to go to Aha. 1. Let users know the core functions of the product as soon as possible through the novice guide, and guide users to complete some key behaviors. 2. Newly registered users can enjoy 7-day membership rights and listen to all books in the APP for free. Listening to a book 15 minutes is the key behavior of new users, while 7-day free membership allows users to experience the product value more deeply and become addicted. 3. Non-paying users of each book in the product can enjoy a 15 minute audition benefit, and at the same time, open the complete audio of several books as a limited-time free benefit for new and old users to experience for free. 4. In addition, with the help of push and SMS, users can be guided to understand the core value of products and enhance the retention of new users. 4. Strategies for improving life 1. Organize a good reading plan every month to cultivate users' habits. Fan Deng recommends a book to users every morning. If the user leaves a comment after listening to it and shares the link of the book with friends, he can participate in the lucky draw to get the book. Read and punch in with other users. 2. Push high-quality content every day, and high-frequency content drives Fan Deng to read books at low frequency. Only at 8: 30 on Saturday night, new books are released, so it becomes a low-frequency thing for users to open the app to listen to books. In order to let users have something to do after opening the application every day, Fan Deng has created several content columns to supplement listening to books. It pushes sentences, poems, gossip, Fan Deng questions and answers, information, book excerpts, Fan Deng dictionaries, knowledge capsules and other contents to users every day, urging users to open app3. Sign in every day and reward users with points. Many apps have check-in function, but learning products, information products and tool products with high user scenarios are most suitable for check-in. Whether it is calendar sign-in, contract sign-in or class sign-in, it is to promote activities and let users continue to open the app. 4. Activities promote activities by holding some activities that users are interested in, such as prize-winning topics, prize collection, and "to better meet the core needs of users and change new needs through products or operational strategies." "1. Organize offline theme activities to establish closer ties. Fan Deng's offline city station holds activities and lectures on different topics every month. 2. Online knowledge supermarket to meet the long tail needs of users. At first, Fan Deng took his new books online every week, and later he had a knowledge supermarket. Reading every week has built a moat in the field of knowledge payment for reading in Fan Deng. However, if reading alone can't completely alleviate users' knowledge anxiety, users will still get or sign up for other courses after listening to Fan Deng's books. Therefore, the establishment of knowledge supermarket is to better meet the long tail demand of users' book lovers and retain users. 3. The integral system is an important part of the user incentive system. By setting some reward rules, users can be guided to complete some behaviors and actions, and their usage habits can be solidified. The entrance of the integral system is usually set as novice task, daily task or advanced task, and the exit of the integral corresponds to the redemption and game consumption in the mall. But not all types of products are suitable for integral system, and high-frequency and low-intensity scenes are more suitable for integral system. Fan Deng's points entrance: daily sign-in (2-5 points), friends joining (600 points) and friends joining (60 points). Fan Deng's points exit: redemption of membership time, redemption of e-commerce credit cards, participation in welfare lottery games, special products (books, teacups, pen holders, cultural shirts, radios, etc. ) 4. The design of achievement system products is not only to satisfy users. For example, the Master of Continuous Fitness Medal, the Master of Bookkeeping Medal and so on. 5. Establish multiple channels and reach out to users in as many ways as possible. If only the app has established a relationship with the user, once the user is inactive or lost, it can only be promoted and recalled by relatively simple means such as push or SMS. However, if the multi-channel matrix can reach users, the user retention rate will be higher and it will be easier to recall. The picture below shows the learning manager/bookboy, service number, subscription number and community of Fan Deng students. Intransitive verbs expand product popularity and achieve user growth by means of activities, events and marketing in stages. By setting up external promotion channels, establishing internal mechanisms and sharing mechanisms, and applying some promotion and retention strategies, we can make the open source and throttling of products become some fixed actions, so that our basic product business can run smoothly. At the same time, some marketing activities, cross-border cooperation and social activities that are not directly aimed at innovation promotion should be planned in stages to expand product popularity and enhance product brand potential. User's annual reading report and New Year's reading plan VII. Some suggestions: At present, users' sense of participation is relatively weak. Strengthening UGC and promoting communication between users is a noble thing in a sense. Therefore, people like to express their views and opinions on their books, or attend some reading clubs to exchange ideas with other book lovers. Some people who are extremely serious about reading will make their own reading notes. At the same time, some people like to read other people's reading experiences and notes. Therefore, Fan Deng's reading is now a one-way output mode from products to users, mainly focusing on products and users listening and learning. Users' comments can only be seen at the bottom of each book page, and users' sense of participation is very weak, and there is basically no interaction between users. If a special UGC module is established to show readers' views and feelings after reading, or a book circle is established based on * * * * reading preferences, a group of opinion leaders are trained, and links and exchanges between users are increased, it will no longer be a one-way output of products to users, so that users can become a part of products and enhance their sense of participation. Summary By combing some examples of studying in Fan Deng, we try to draw a brain map of a product's operation strategy: a product will have different emphases when formulating its operation strategy because of different business types, product forms and stages, but the underlying logic is the same. There are many ways of growth in the market, but they may not be reused in your products. There are many growth paths, but not all of them are optimal. In addition, after the operation strategy is formulated, it is not static, and the operation needs to be constantly adjusted and optimized according to the data feedback, and it is forbidden to copy it mechanically. Author: Kang, advanced in product operation, welcome to communicate with you the way of full-stack operation.