How to build a "pyramid" user operation system?
User products are relative to commercial products. They are product types that target user growth. The focus of operations and products are focused on users. Whether starting from scratch or accumulating hundreds of millions of users, the most fundamental operational goal is core users. They are the creators of product temperament, guides for newbies, external promoters, and even the emotional sustenance of browsing users on this product.
User operation is to find ways to get these people, teach them to play, and seduce them to keep playing. Simply put, it means introducing, motivating and activating. However, many user operation students report that they often get stuck in chores, chatting with each other, doing the same activities, handling complaints and conflicts, and sending gifts to check tracking numbers. As time goes by, they inevitably become confused about the value of user operations. , how to make career planning, and how to do meaningful things independently. Don't worry, let's discuss the idea of "building a pyramid user operation system" together. This is a big move.
If you think that core users are just a group of people, it is too simple and crude, and lacks systematic, multi-layered and mutually causal refined operational ideas. Core users are multiple types of groups, each playing a different role, and there are also mutual connections and forces between groups. For example, high-quality contributing users and active management users, ordinary users and professional users, users in different fields, pretentious users and complimentary users. These user groups do not exist in the long term, because the products are at different stages. And different.
The first level, celebrities
Definition: celebrity artists well known to the general public
Function: to enhance brand awareness and authority
Operation method: Relying on personal connections or material resources, 1V1 introduction and maintenance, mostly in the form of strong displays such as special topics and brand activities
Second level, professional users
Definition: within the professional field or users with professional background
Role: to produce high-quality content with credible sources or professional endorsements
Operation method: to meet personal brand needs and enhance its influence in the industry . Such as adding V certification, priority display, etc., in a differentiated form from ordinary users
The third level, contributing users
Definition: ordinary netizen users who produce high-quality content
Role: The main force of content contribution, the style is closer to ordinary users, complementary to professional content
Operation method: In the form of user projects, benefits and requirements are clearly defined, and a dedicated person is responsible for regular operations to ensure Team activity and mobility
The fourth level, active users
Definition: die-hard fans with high brand loyalty and high-frequency users
Role : Active atmosphere, promoting the old and bringing in the new, a cheering group for contributing users, and the main force in content consumption and interaction
Operation method: mainly planning online activities with high participation and physical rewards , supplemented by benefits and privileges
The fifth level, ordinary users
Definition: Users who have logged in recently but rarely contribute content or interact
Role: The large number of content consuming users is the base of effective users of the entire product and the source of active users
Operation method: Referring to the 28th principle, these users do not conduct targeted operations and use universal lines to Online activities, filter and convert to active users
Explanations for the above layers:
1. Only applicable to user products
2. The fifth layer is the most The ideal division method, some products may only have three or four layers, which should be considered based on the specific situation
3. The definition, function and operation mode of each layer are rules summarized for most situations
Now that we have finished talking about the concepts, here are a few examples. It should be noted that some examples are from my personal experience, and some are based on my imagination. . . The operating bosses of these products may not follow my idea at all. I don’t think it is important. I will just describe it here as a case. Of course, maybe using my idea will work better.
Case 1: Sina Weibo
The first level is celebrities. Here it mainly refers to entertainment stars and business leaders. With its powerful media resources, Sina quickly secured a group of celebrities to join the site. When encountering a tough and awesome person, they would visit us with an iPhone as a gift and ask to open an account. In this way, they slowly accumulated the first batch of celebrities. Later, when Weibo has formed its own platform value, celebrities who are already on Weibo will continue to use it, without the need for dedicated personnel to maintain it. Those who have not opened Weibo will also open it on their own. After all, it is a matter of fame and fortune, and one's own My friends are all on Weibo, so it’s hard not to come.
In addition, Sina employees also had recruitment targets at that time, which also led to a group of Internet and media people to join. These are all people who know how to play. With celebrities, Internet people, and media people, Weibo won't have to worry about running out of content to read. It doesn't matter if ordinary users don't know how to use Weibo, they can just watch it first. Fundamentally speaking, it is because Sina attaches great importance to it and is willing to invest a lot of manpower and resources that it has reached this level.
The second floor. Professional users. Different from celebrities, professional users have strong industry attributes and are giants in their own fields, such as writers, scholars, entrepreneurs, artists, doctors, etc. In terms of the order of entry, this group of people came in right after the celebrities. Both the Weibo platform and the users have a demand for content in the professional field, and the long tail effect is very obvious. Such as pediatricians, folk singers, fitness coaches, etc. This type of people also need to be motivated by adding V certification and strong recommendations, but as long as the first-level celebrities start playing, professional users will follow suit.
The third floor. Contributing users. For Weibo, it is the "Master" project with a five-pointed star in the lower right corner of the avatar. The selected targets are the most active users on Weibo, who are highly motivated and frequently used, but are neither celebrities nor professional enough, and the quality of the content they produce is not high, so we have created a user project for experts, hoping that through Incentives are provided through points levels, user privileges, special displays, etc. to ensure the activity of this level of users. There is no problem with the idea, but Weibo did not do this project well. Users have no awareness of the Little Star points level, and the entrance has been weakened.
In addition, Sina Weibo has also established branches in various regions, and selected active and capable users as local presidents. Their main role is to serve as a local stronghold to organize offline activities, and to use regional advantages to timely Announce local "big events". Like the Talent Project, the branch is mainly based on interests. The difference is that the branch project mainly relies on operational methods, and the points of interest are activities in the same city. These two projects organize contributing users from different perspectives and are the backbone of the Weibo platform's contributing users.
The fourth floor. Active users. There is not much difference between Weibo’s active users and contributing users. The two layers of users can be combined into one layer, and the operating methods are unified.
Case 2: Baidu knows
The first level is celebrities. Baidu knows that it gives users the impression that it is more of a mutual aid platform for netizens, but from an operational perspective, it also hopes to convey professionalism and authority, so celebrities and professional users have also started it. Celebrities are doing this through the project "I Ask Knowledge Leaders". We have invited celebrities such as Xue Manzi, Du Zijian, Yu Ying, Li Xiang, Wuyue Sanren, Yi Nengjing, Li Jing, Cui Yutao, Zhang Zhaozhong, Zheng Yuanjie, Liang Dong, etc. through network fees. It will be launched in installments in the form of special topics and spread outside the site to enhance brand influence. These celebrities were very popular at the time, but things may be a little different now.
The second level is professional users. Baidu knows that by building a professional user platform like "Knowing Experts", it attracts people from various fields such as medical, legal, scientific education, finance, etc. to actively apply to join. Users who become experts will be different from ordinary users when answering questions. The certification information enhances credibility in terms of presentation, and at the same time, such privileges are also an incentive for expert users themselves. "Knowing Experts" allows these professional users to continuously contribute high-quality answers and improve the experience of users who ask questions through special exhibitions, product privileges, prize-winning activities, and direct communication with officials.
The third level, contributing users.
Different from professional users, Baidu knows that there are still a large number of enthusiastic users answering questions, accounting for a large proportion of the total number of answering users, but it does not have endorsement in the professional field and defines these people as contributing users. As mentioned above, the best way is to operate it in the form of user projects. This will make it more systematic and users will be more aware of this group, making it easier to export the brand and manage it. Through user voting, the name "Sesame" was determined to refer to this user project. It is positioned as a group of people who are knowledgeable, caring, and love to share. They also have privileges such as exclusive tasks for points, levels, wealth, etc., and use this method to manage and motivate contributions. Users ensure the overall answer contribution.
The fourth level, active users. Different from contributing users, active users have slightly lower contribution ability, but they have time, enthusiasm and high brand loyalty. For this type of user, the best way is to authorize them to participate in management and do things for the official. Baidu knows that it has summoned active users to establish a team of administrators and granted them privileges to help the official find spam, transfer misclassifications, and select high-quality answers. Each operation has corresponding points, and a minimum amount of points needs to be completed every month. Only in order to stay in the team, users who are ahead of the points ranking test can receive physical rewards. Through this project, a large amount of operational work is transferred to users through crowdsourcing, saving manpower and improving efficiency.
The fifth floor. Ordinary users. The daily UV that Baidu knows is in the hundreds of millions, and hundreds of thousands of users answer questions every day, so the number of ordinary users is too large. But for the entire pyramid system, there needs to be a steady stream of users flowing to the top of the pyramid, so ordinary users are the source. The operation method is to motivate users to produce, guide and cultivate usage habits through monthly large-scale online question answering activities; at the same time, the points mall is used as an outlet to obtain points for answering questions as a universal incentive measure. Through the above means, users are screened and filtered and sent upstream of the pyramid.
In summary, there are many forms of Internet products, and we can never find an operating method or rule that applies to all products. The pyramid user operation system is suitable for UGC products that rely on user contributions and interactions. After reading this article, you need to analyze several products, continue to train and deepen your understanding of this theory, and then you can master it. Here are a few examples for you, such as Zhihu, NetEase Cloud Music, Maoyan Movies, etc. I originally wanted to include these products as cases in this article, but considering that the length is too long, I omitted them.