Lightweight and heavyweight user operations: how do 1 or 1 million users differentiate operations?

2018-08-12

Note: user operation needs the concept of order of magnitude. There are qualitative differences between the operation of one hundred users and the operation of one hundred thousand users. In order to better explain, the following content of the following is defined as “lightweight”; the size of millions of people is defined as “heavyweight”; for more than a million, please push it on its own.

Wen / a little dragon is not Xiao Long

Lightweight and heavyweight user operations: how do 1 or 1 million users differentiate operations?

First, lightweight and heavyweight users’ operating relationship

Lightweight and heavyweight application mode is a progressive relationship, all products have to go through the process from 0 to 1.

Lightweight operation mode will experience all products, while heavyweight operation mode is aimed at massive user products.

Two, light weight and heavyweight user phase differences in operation

  • Product users are lightweight stages: these users have distinct personal attributes, and the key to each user’s detailed information is to grasp them. By allowing users to specify privileges and obligations, they can conduct strategic operations through activities and emotionally.
  • The product user is a heavyweight stage: according to the group attributes, master the group characteristics, the needs of different groups of people to make operation means, at this time the user is not aware of the official perception.

Three. Advantages and disadvantages of lightweight and heavyweight users

  • Lightweight user operation: the advantage is to be able to contact the user accurately, to facilitate the collection of user needs, user loyalty high; inferior is the small number of users can affect the quality of the user is high, the impact of the product may be small.
  • Heavy user operation: the advantage is the large number of users, relatively small operating means and low operating cost; disadvantages are difficult to evaluate the effect, easy to mix into the large disk data and fall, high requirements for the analysis of user characteristics, and high demand for differential operation.

Four, lightweight and heavyweight user operation

Star press meeting, star vermicelli meeting, star concert, different activities according to the number of different, there will be different planning and rules in it, the fan meeting will be far less than in the tens of thousands of stadium concerts. Then the size of the site, the security force, the hardware facilities, and the interaction are bound to be dissimilated, and the chances of a fan meeting on the platform and idols will be much more likely than the concert.

In the same way, the user needs to make different plans for different user volume, or the volume of the same product at different times, so that the user can experience the best side of the product. According to the user volume, we can develop user operation mode. We can divide it into lightweight user operation and heavyweight user operation.

1. lightweight user operation

The lightweight user needs to determine the characteristics, requirements and satisfaction methods of this batch of users according to the product positioning, first to establish the name, image, and entrance of the press, and to clarify the operating mechanism, such as conditions, duties and privileges. So the organization is formed.

After establishing a good user organization, we need to know where the users are active, what kind of methods they like, and then determine the means to recruit them. For example, manual manual verification, guarantee of user quality, public recruitment on online activities, recommendation of seed users, cooperation with outside of the station, and so on, are introduced to this group of users.

The users in this group set up various threshold requirements, and fully understood the users’ ideas, and drew them closer to the QQ group / WeChat group. This user group is an important communication platform for user organizations. Only official officials and full members can join it. There are strict management systems and molding methods. For example, to find a few active, enthusiastic users to assist the official management, 1 people are responsible for the system to answer questions, verify the information, modify the group card, 1-2 people are responsible for active atmosphere and planning activities, but also take into account that they need time to complement each other, there is a shift of space, so the number of people in 3-5.

Management is not just a group. It’s important to monitor data. In the period of the organization’s request, whether the user has achieved the requirements of contribution and activity, whether there is cheating or disturbing the advertisement. In accordance with these circumstances, we must timely warn, ban, clean up and so on.

User activity is mainly stimulated by the organizational system, supplemented by short-term online activity stimulation. The requirements of general user organizations are how many points or contributions they make each month, so that they can continue to stay in the organization and continue to enjoy privileges. But one month is too long for users to start sprint in the last week, so in this cycle the official use of online activities to pull, a weekly or two week activity, to ensure the frequency of active users, is also interesting, after all, nothing in a month is not interesting to the user.

In addition to the above, there are a lot of things to do for the users: for example, giving priority to people or content can improve the sense of honor of the user, the amount of interaction or the increase in powder, which is the most important factor of user motivation, although this factor is always ignored.

In addition, emotional operations are also very important, especially for lightweight users who can communicate directly with the official or even make friends, which is a privilege to motivate them to continue.

2. heavyweight user operations

Summary analysis is defined within a certain period of time. According to user contribution quantity distribution, activity distribution and consumption behavior distribution, we find out the rules. For example, active cycle, contribution frequency and quantity, group phenomenon and so on. It is hard to say that the situation of each product is very different, and the specific problems need to be analyzed concretely.

According to the conclusion of data analysis, combined with the very thorough understanding of user needs, we divide the users into layers.

For example, for people who use live video,

  • The first layer (bottom level) is to take a casual look at the entertainment. They may also broadcast live or send something to others.
  • The second level, live some funny, knowledge or game types of content;
  • The third layer, anchors will form their own specific style, live long live, such users earn money by live broadcast.

To sum up, after a certain analysis and research, I will divide the users of the live platform into these layers, and see the outline from the data, only the possible data is different, and the ways of sorting the top layers are different. In short, it is necessary to divide your users into several categories in a quantifiable way, and there are obvious differences between them. Due to the different characteristics and needs of each layer, targeted operational measures are also different.

Follow the example:

  • For the first tier users, it is also the first level of user volume, pushing him to refine what you see and cultivate his spending power as much as possible.
  • For the second tier, we need to help them promote and set up different tasks to motivate them to improve themselves.
  • For the third tier, it is necessary to give priority to the exhibition from the mechanism, ensure their exposure and interaction to meet their interaction and personal brand needs.

In fact, the second layer can be transformed into third layers through training, so long as the guidance is proper.

The result of each targeted measure is a specific data, which was determined in the previous step. Operation white often put attention to the level of the measure before the stage of this stage, put into a lot of time and energy, in fact how the effect of measures is the most important, and it must take time to analyze, find out the real reason, and then give the repair method.

Many operations are in the process of trial and error, what can be verified, it is very important, and then adjust and optimize, so that every time things do have real meaning.

The current user operators are doing lightweight operations and very few heavyweight operations, because they may not be deeply aware of this problem, and the amount of user data is not rich enough. There are people who use heavyweight operations. They also think of what to do and no systematic planning.

For example, the sharing of products (sharing the bike, sharing charging treasure, calling software) will certainly be used, after all, to pay coupons to money, to different use frequency of the vouchers will be different. At present, new products are more concerned with new customers, that is, how much money will be spent on new customers, how much is the new customer’s cost, and the heavy operation is actually aimed at the old customers, how to make the existing users run, and can supply new guests continuously, so that the cost of new guests will be reduced naturally.

However, the above user operation mode should also be adjusted and optimized according to its own industry characteristics and competitive situation.

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