3 months, 700 paid users, 1000 UGC operation cases, how exactly did it happen?

2018-07-30

3 months, 700 paid users, 1000 UGC operation cases, how exactly did it happen?

I’ve seen a lot of products that are badly done, without thinking about what users need and what they can provide to users.

In the past, it has operated a knowledge planet, with an average of more than 10 new operational cases per day. In 3 months, the number of paying people is as high as 700.

There are more than 1000 cases of spontaneous sharing of light users, which has become a very valuable case database.

You know, it is very difficult to find a case library that is suitable for the study and research of the operators on the market, and the fees are often tens of thousands, and these cases are not new enough and not enough.

So a real-time update of the operation case of the planet, the value is absolutely great!

Next, I will give you a few highlights of the planning process.

1. find a combination of the benefits of the product and the user

When you are ready to start running a product, you need to consider this problem:

Have you made clear the purpose of your operation? What is the connection between your goal and your users? Are these connections really what the users want?

At the very beginning, we made clear the purpose: to set up a high-quality case database.

But the question is, what will happen if we rely on team members to find cases everyday and collect cases?

  • Human resources are limited: even if a team is looking for it 24 hours a day, it will probably not be able to collect much in a month.
  • Information blind spot: because 3 people add up WeChat may be 3 or 4 thousand people, sometimes others friends circle case you can’t find there.

Therefore, we must find a lever to pry everyone to work together: one person’s strength is very small, but the strength of a group of people is great.

Leverage effect

Link all people’s wisdom and take the family’s length as the largest family.

But at the same time, we need to think about these two questions.

(1) is this connection really needed by users?

First of all, we understand the degree of user awareness of the operation cases, through many feedback, users generally believe that the analysis of the case can not only improve the depth of thinking ability, but also through the analysis of cases to find solutions for the work problem.

(2) what is the connection between our goal and users?

Based on these feedback, we decided to provide an environment for the analysis of the operation case, allowing the required operators to use the circle as a deliberate practice and share of the scene, so that the quality of the case can be precipitated.

As a place to provide case analysis, users need to observe the case to produce the content after analyzing the case.

If the content of the output is very good, and because it is its own analysis, it will easily be forwarded to the circle of friends, and it will be virtually promoted for the circle.

Assuming that 100 people share 3 cases, then there are 300 cases of high quality cases with thinking and analysis for us to learn and draw lessons from.

2. people will act for why

We are doing anything, and we need a reason to tell us why we do it, and if no one tells us what it means to do it, we will be very confused.

In TED’s “how great leaders motivate action”, SIMON puts forward the Golden Circle rule of “why, how, what”, telling the why that everything should be behind everything and tell the user.

This why can motivate the user to act. This is the underlying essence of doing anything. People will only act for why.

Therefore, we need to use the vision, values and trust to impress users, and enable enterprises to break through the product restrictions and succeed.

What is the why-how-what of the knowledge planet?

Think about the background of the entire operating environment at that time:

Why: people have “path dependence”. They are accustomed to doing what they are good at. It is a thinking inertia. We are used to solving new problems with old methods. When the old methods fail, we can do nothing.

The problem that operators often encounter in their work is not knowing what to do with their operational targets. In fact, in fact, our creative ability is not enough, to a large extent, because we don’t know, for example, you don’t know the fission.

How: most of the creative ideas in the world are derived from the reference. The originality from zero is basically not. A lot of things we do are combined, and we can learn a lot of things by watching the information source of the case.

So a good methodology is mostly not original, not 100% original, a lot of more popular play, is in the past, and then improved to become suitable for their own play.

What: in the process, in order to provide more and updated quality cases in my work, I decided to build a high quality case library.

Imitation is a shortcut to learning, and a good case library is a secret weapon for operators.

3. users don’t care about your product, just care about yourself

Sometimes we say the product so well that the user is indifferent because he doesn’t want to know what your product is, but what he can get from it.

Instead of buying products, users buy solutions instead of 1.1 inch bits, rather than 1.1 inch holes.

So we have to think: which parties are the main bodies of the whole planet regulating operation? What benefits can each of them get from it?

The main body of the whole ecosystem should be clearly identified: organizers, volunteers, content contributors and onlookers.

  • Official interest: quickly set up a high value first-line operation case library;
  • The interests of volunteers: as organizers are deeply involved, they will reach the most cases.
  • The interests of content contributors: develop the habit of thinking deeply about the things around them.
  • Onlookers: by drawing on their own work related cases, can be applied to work.

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