(1) Traditional e-commerce model

(2) Internet celebrity store model (hype + gimmick + concept + Internet celebrity + live broadcast)

(3) Traditional offline + Internet

Adopt the third model: the basic model of physical offline cart (school gate) + online ordering (WeChat) + repeat purchase + referral

Sell ​​200 kilograms of apples a day, purchase price 3 yuan per kilogram, sell for 5 yuan, earn 400 yuan a day

organic traffic

first purchase conversion rate

Repurchase conversion rate

referral rate

Average price per customer

5% first-time purchase conversion rate, 50% re-purchase conversion rate, 3-day/time purchase frequency, 10% referral rate, average customer price of 10 yuan (2 pounds)/person

A rough calculation: 1000×5%×(1.10%)n×50%/3>200/2, the calculation result is n=27 (days)

That is, after 27 days, Uncle Zhang can steadily sell 200 kilograms of apples every day.

Content operation: Improve first-time purchase conversion rate and increase frequency of repeat purchases

User operations: improve repurchase rate

Activity operation: improve referral rate and customer unit price

Content operation

User operation

Event operation

Number of media matrix, number of fans, conversion rate

Cost, user participation, conversion rate

Number of groups, number of users, interaction rate

Number of product features, number of users, conversion rate

Cost, number of channels, user acquisition cost

Number of copywriting, reading volume, fan conversion rate

Speaking professionalism, consultation volume, satisfaction

For example, all WeChat copywriting

WeChat copywriting

title, content, aesthetics

So what is the method for the title attribute?

What is the method for the content attribute?

What is the method for the attribute of beauty?

This method will be very convenient for you to remember. Once the object is generated again, its properties and methods will be displayed immediately. If it reaches this level, it actually means that it has been "encapsulated" in your mind.

At this time, if you want to write a Weibo based on this WeChat article, its attributes and methods are almost the same. This is "inheritance"

You can change the format of this article and put it on the official website, you can also write it as a press release and send it to the media, or you can make a short video and put it on a video website. This is "polymorphic"

Answer: Let the content become the product!

Answer: Let users generate content!

A: Let the activity generate content!

Answer: Let users generate activity!

Answer: Let users become channels!

Answer: Let behavior bring users!

Answer: Let effects lead to behavior!

Answer: Let operations drive data!

Discovery module in the product

All UGC products, such as Douyin, WeChat official accounts, and Zhihu

McDonald’s “Golden Arches” incident, users further generated content for dissemination

In some programs, the users of the previous episode are the guests of the next episode, and the guests generate activities

Direct selling, MLM

Like, comment, share, forward

HiTea hires people to create queuing effect

All operations are like this

Ecology is products producing products

Fission means users generate users

Distribution is channel generation channel

Discover

First Experience

deep reading

feel

The frequency must be stable

The quality must be stable

Channels must be stable

Own product channels

External free channels

External charging channels

This trick usually needs to be implemented in combination with the product, that is, the behavioral function of forwarding (such as triggering a notification to friends on the site, etc.) becomes very hidden, allowing users to complete a forwarding unintentionally.

The key to this trick is to set the requirements for forwarding behavior before users gain benefits when setting rules. For example, before the user wants to get prizes, get answers, gain knowledge, etc., he must forward it.

This trick is usually to show your weakness at the end of the content to gain the sympathy of users. For example, the boss wants to deduct wages, or he works an all-nighter shift, etc.

Payment page, download page, registration page, login page, follow page

goal correctness

program effectiveness

readiness

time sufficiency

activity efficiency

Diffusion of activity

User experience

self-help

Let users perceive: User benefits > User costs

So the overall approach: strengthen benefits and weaken costs

actual cost

psychological cost

The first step is to reduce user costs

The second step is to let users quickly perceive the benefits

The third step is to create new content output or activities

User benefits User departure cost > User cost

1. Stable output (user benefits)

3. Increase the cost of leaving

2. Don’t make mistakes

4. Prevent competitors

User benefits > User costs

Choose the best time to keep alive

Pay attention to user behavior

For example: "When you get up, I'll treat you to a set meal."

Let users not feel that their costs are costs

Let users’ efforts be perceived as benefits

For example: users are keen on analyzing the Starbucks points system

For example: "Go to eat immediately within 10 minutes and you can get a discount (it's still a matter of getting up)."

Leading the new with the old, opinion leaders, etc.

For example: Ask Xiao Wang’s friend Xiao Zhang to wake Xiao Wang up (passing the cost to Xiao Zhang)

Free → Paid

low frequency → high frequency

Low customer unit price → High customer unit price

Users need to pay real money, so it is difficult to weaken the cost perception and strengthen the benefit perception.

1||| Ultimately, users should have a perception of “worth paying” when facing the product.

2||| To catalyze the perception of "worth paying", it is necessary to give users a perception: "taking advantage"

3||| In order for users to have the perception of "taking advantage", a necessary condition is: the user "wants"

4||| There is also a catalytic method for the perception that users "want", which is: "I have used it myself or seen others use it."

5||| Worth paying ← Taking advantage ← Want ← Used it myself/watched others use it

If it is divided into three levels: A (free), B (low paid), C (high paid)

The first step: Divide the products into several grades and the prices into several grades

Step 2: First turn free users into paid users

Step 3: We must try our best to make type C users visible to type B users

Step 4: Highlight the superiority of type C users and stimulate type B users

Step 5: Launch a membership activity in a timely manner to make Type B users feel they are taking advantage

Step 6: Give type B users a reason to convert

Selection of reasons for uninstallation, user questionnaire

Those who need infant care are mothers of children aged 2-3 years old

When children are 5-6 years old, some early childhood education products can be provided

Subscribers

Profit per customer (ARPU)

Retention rate

Activity (DAU)

Product initial stage: number of users

Mid-term product: retention rate and activity

Late product period: average revenue per user

Subscribers

Retention rate

Activity

average revenue per user

New User Registration

Type of channel (CPM, CPC, CPA)

Loss

active

make a deal

Dimensions

User source, user volume, user behavior, time, etc.

Conversion rate, retention rate, activity rate, etc.

Set through user attributes and behaviors

Set by product functional segmentation

Call the API interface of external products through the call of external data

Monitor a certain data in real time for a long time to know its changes at all times

Make good use of current data and use reasonable methods to predict its future

Use reasonable means to judge the quality of a person, a product or an event

People (users), goods (products), places (methods of presentation or transactions)

Everyone lives in a three-dimensional world, plus the dimension of time, it becomes a four-dimensional space

trend line comparison method

Left and right bar comparison method

The difficulty of competitive product analysis lies in obtaining competitive product data, especially some internal operating data. Usually we can collect external data that can be collected by competing products in the market and make a left and right bar comparison chart for analysis.

Funnel analysis chart method

Four steps to achieve

Forecast of user growth next month

User properties

pre-action

associated behavior

Number of actions

Didi Taxi, the people who use the app to hail taxis are a kind of user, the driver is also a kind of user, and the advertisers are also a kind of user.

If you want to do user stratification, you need to create a different user stratification system for these three types of users.

For example, in different periods, the ways to distinguish value users from ordinary users are also different.

Qualitative

Quantitative

Last consumption (Recency)

Frequency

Consumption amount (Monetary)

important value users

important development users

Important to retain users

Important detained users

General value users

General development users

generally keep users

General user retention

User stratification is a hidden line. It is something we do to users, but the users themselves don’t know it.

User stratification allows us to drive users more effectively

The user growth system is a clear line. It is what we expose to users and hope and guide them to do.

The user growth system allows users to drive themselves more effectively

One external factor and one internal factor are the two main lines that drive our user operations.

Manifestations

is the result

Case

effect

method

Manifestations

is an inducement

Case

effect

method

a company's earnings

(1) The progression of growth

(2) Upgrade conditions and downgrade conditions for each level

(1) How to formulate a reasonable series?

(2) What are the key indicators for upgrading/downgrading at each level?

(3) What are the user behaviors targeting key indicators?

(4) How to quantify and connect user behavior and key indicators?

(5) How to induce users to complete these user behaviors?

1. Formulate a series

2. Set key indicators

3. Plan user behavior

4． behavioral quantification

5. Inducing users to complete these user actions

Three points of operation: people, goods and places

User stratification and user growth system are methods about "people"

Community is about the "field" approach

In some operational work, we have a relationship with users, but there is no relationship between users. The community can help us solve this problem.

A successful community must be a group of people who come together to form an organization to accomplish one or more common goals. If it is at the company level, it can also be a strategic goal

The community cannot be done for the sake of doing it. We must first understand the positioning of the community in the strategy and the conditions for maintaining the vitality of the community before we can truly use the weapon of community well, otherwise it may be counterproductive.

Within any closed thing, if there is no external energy stimulation, it will internally shift from high energy to low energy, eventually reaching a "thermal equilibrium", also known as "heat death", that is, death.

Similarly for the community, if we cannot generate a continuous energy input to the community, it will die soon (see picture)

Auxiliary

Commercial

Thresholds are generally set by charging a fee or by completing a certain task before joining the group.

As a decision-maker, if we have not grasped the time to produce high-value output, then it means that now is not the best time to build a community.

Meet-and-greets, sharing sessions, exchange sessions, etc.

(1) Opinion leaders

(2) Joint opinion leaders

(3) Communicator

(4) Active person

(5) Participants

(6) Bystanders

High level drives low level

Auxiliary

Commercial

WeChat group, QQ group, Maimai group, forum, etc.

Objects to join the group

Conditions for joining the group

Rules to follow

Violation handling

interactive mechanism

Operation strategy

If it is the first type of auxiliary community, it may help the main business grow by completing the task.

If it is the second type of commercial community, it must produce and sell itself. Generally, monetization will be achieved through membership fees, rewards, crowdfunding, advertising, e-commerce and other methods.

Whether the copywriting and poster design are creative and attractive, and whether they can firmly capture users in a few seconds

The accuracy of targeting people is also crucial

Promotional text should match the context in which the content is disseminated

Promotional images must highlight the three key elements of theme, benefits, and QR code

1) Interests put behind

2) Benefits come later and are shared altruistically

3) The best interest with low probability and posterior interests

4) Interests are put behind the scenes and user roles are assumed

In order to make the group look more popular, we started building it from group 11 to group 30, a total of 20

Such as 1 promotional text, 1 poster and 2 words

If you have any questions, go to Zhihu, check Douban ratings before watching movies, and read Mafengwo Guide before traveling.

I watched a trashy movie and wanted to complain about it, but I saw a beautiful scene and wanted to share it.

The most important things in this strategy are three things: content type, production scenarios, and distribution channels.

In some non-UGC Internet companies, such as e-commerce, the content types become comments, pictures, videos, etc. The production scenario has changed to cash rebates, deductions, etc. Distribution channels become soft articles, product pages, etc., which are essentially the same

After all, UGC platform companies are only a small part, but UGC as a method is applicable to almost any company.

NetEase Cloud Music screened more than 5,000 high-quality user music reviews, made them into advertising slogans, and placed them in large quantities in the subway.

The advertising slogans on Jiangxiao Baijiu bottles are all actively contributed by users, and the effect is very good.

How should this kind of activity be planned? There are two methods and ideas:

Low threshold for participation

Low technical threshold

Low threshold for thinking

Many content types

Many production scenarios

Many distribution channels

Top crowd matching benefits

Matching and distribution of resources to the central population

Bottom crowd matching recognition

① Product brand attributes

②Output after creative packaging

③Number of users

Condition 1: How short is the distance between the product and individual users?

Condition 2: Creativity and execution ability of the team

Condition 3: A certain amount of user base (promotion budget and channels)

Domestic and foreign holidays, historical events, product launch days, company anniversaries

Get channels

How could it be predictable if it was sudden? In fact, there are many such situations

For example, "The Chinese football team lost", "The stock market collapsed", "A certain star won an award", etc.

Although this kind of event is sudden, it is a predictable and high-probability event for us.

In terms of time attributes, the earlier a hotspot is pursued, the better the effect will be; the longer the life cycle of the hotspot, the better the effect will be.

If the "chasing hot spots" thing is continued for a long time, the life cycle of the whole thing will be very long. For example, in the eyes of the advertising industry, marketing industry, or some fans, the matter of "Durex chasing hot spots" is itself a hot spot.

Users will generally go through the following stages: knowing the results → sorting out the details → analyzing the opinions → subsequent extensions

Stage One: Know the Result

Phase 2: Sort out the details

The third stage: Analyzing ideas

The fourth stage: subsequent extension

Chasing hot spots is a joyful thing, and a bunch of melon-eating people are having fun. Only then will it be effective.

If we can't find the point of connection at the direct level, then we have to connect it through attributes.

understand

Features

understand

logic

Features

understand

User stratification

The essential

If users can get benefits, they will come naturally.

When the user's jealousy arises, he will ignore whether he has taken advantage of it.

Users have become obsessed and think that all products are good, and users will defend their own opinions and positions.

The anchor effect means that when users make judgments about a product, they are easily dominated by the first impression or the first information, which is like an anchor sinking to the bottom of the sea and fixing people's thoughts somewhere.

A better solution than "desire to get what you don't get" is "fear of losing what you have got"

The "ratchet effect" refers to the irreversibility of people's consumption habits after they are formed, that is, it is easy to adjust upwards but difficult to adjust downwards. It is also what we often say, "It is easy to go from frugality to luxury, but it is difficult to go from luxury to frugality."

The ratchet effect must meet one of the following two conditions:

People tend to choose an option where the probability of a favorable outcome is known rather than an option where the probability of a favorable outcome is unknown

Takeaway: "The order must be delivered at least before a certain time, otherwise you can get rewards."

The "Prisoner's Dilemma" actually sets a "virtual enemy" for the user

To put it simply, "Why don't you use it when others are using it? If you don't use it, others will be better than you." This forces users to have a comparison mentality and even cause jealousy.

The threshold effect means that once users accept a trivial request from us, they are likely to accept a larger request.

The birdcage effect refers to the fact that people will continue to add more things related to it that they do not need on the basis of accidentally acquiring an item that they do not need.

The suggestion effect refers to the use of indirect methods of implicit and abstract induction to influence people's psychology and behavior under non-confrontational conditions, thereby inducing people to act in a certain way or accept certain opinions, so that their thoughts and behaviors are consistent with The suggester’s desired goal is consistent with

The essence of the "suspension bridge effect": the effect produced through the scene makes users mistakenly think that it is the effect produced by the product

Confirmation bias means that people tend to defend their positions, selectively collect evidence, selectively interpret evidence, and look for information that can support their original views.

Simply put, "if users think they are right, they will continue to prove that they are right."

For example, if we are discussing which of two "Internet celebrities" A and B is more interesting, it is very likely that we have similar impressions of both Internet celebrities at first, but in a certain scene, we unintentionally expressed our opinion that A is more interesting. So from now on, between two Internet celebrities A and B, we will most likely choose to support A, because what we support is not A himself, but our previous views.

To make users truly "obsessed", the best way is not to make users obsessed with our products, but to link our products with the users' positions, because what users want to defend is not the product itself, but their position. This is the "madness" in human nature

When we build a product or a brand in an industry, the most important thing is not so much whether it can quickly occupy the market, but whether it can quickly occupy the user's position. And this is a company’s real brand barrier

subtopic

The specific work we do during the operation process is called "things"

These things can be better accomplished through some scientific methods introduced earlier, which are called "forms"

Choice is more important than effort. We choose the best time to do these things. This is called "potential"

Teamwork is more effective than working alone. We integrate a group of people to work together to complete these things. This is called a "bureau"

Policy orientation, market dividends, scientific and technological progress, etc.

1. The "power" brought by innovative methods

2. The “momentum” brought by hot-selling products

3. The “power” brought by the latest tools

Due to the Matthew effect, even if there is no external effect, the two balls will have their own potential energy in different places, one going left and one going right.

There will always be such a point, which is a boundary that distinguishes whether the ball goes left or right. We call this point the "Matthew Effect Point"

It refers to “uniting a group of people to accomplish something together for a goal, and ultimately allowing all participants in the game to obtain corresponding benefits, creating a win-win situation.”

The essence of such a "bureau" is "integration", the core is "supply and demand", and the means is "leverage"

(1) Integration: All elements required to form the bureau are complete

(2) Supply and demand: For any single element, supply and demand are balanced.

(3) Leverage: elements can leverage each other

Mr. A wanted to eat hot pot, so he called a few brothers:

A said to B: Brother, come and eat hot pot. We have almost all the people and food. Just bring some boiled mutton when you come.

A said to C: Brother, come and eat hot pot. We have almost all the people and food. You just need to bring some vegetable balls when you come.

A said to D: Brother, come and have hot pot. We have almost all the people and food. You just need to bring some base ingredients when you come.

A said to E: Brother, come and have hot pot. We have almost all the people and things. Just bring some beer when you come.

A said to F: Brother, come and have hot pot. We have almost all the people and things. You just need to bring a pot with you when you come.

Case: Suppose we are a cosmetics company. We have just launched a new product and want to conduct an online and offline event. But the problem now is: we don’t have any budget. So how should we do this?

In the first step, we know that to do an event, we need two most basic external conditions: users participating in the event, venue and other hardware equipment.

The second step is that because we have no budget and no way to provide these two things ourselves, we have to think about: Who can provide these two things? After investigating the resources around us, we found that: a certain publicity channel (A) can attract traffic for us, several Internet celebrities (B) can attract traffic for us, and a certain sponsor (C) can provide us with hardware equipment such as venues.

……As shown below……