User operation refers to the operation of user modules commonly found in user products or comprehensive products in order to enhance users' contribution, activity and loyalty. There are two modes of user operation, one is centralized operation for core users, and the other is strategic operation for all users. Let's be specific. 1. Features: 1. Centralized operation: From dozens to hundreds of users, the personal attributes are obvious, and the detailed information of each user is mastered. In order to clarify users' cognition, establish a branded user organization, and clarify the privileges and obligations of operation through activities and emotions. 2. Strategic operation: The scale of users ranges from thousands to millions, which has obvious group attributes. It is not obvious to master the characteristics of each group and formulate operation means according to the needs of different groups. 2. Strategic operation is a good supplement to centralized operation. Advantages and disadvantages: 1. Advantages of centralized operation: strong ability to control users, stable acquisition of users, easy collection of user needs, and high user loyalty. Disadvantages: few users can be affected, high quality control requirements for users, and little impact on products. Advantages of strategic operation: a large number of users can be affected, relatively few means of operation, and low operating costs. Disadvantages: effect. The demand for user feature analysis is high, and the demand for differentiated operation is high. It means 1. Centralized operation: establishment. According to the product positioning, determine the characteristics, needs and satisfaction methods of these users. First, establish a user organization that meets the requirements, including name, image, exhibition entrance, etc. , and then clarify the operation mechanism, such as joining conditions, performing duties, privileges and benefits, etc. So the organization was formed. Introduce it. Understand where users are active and what kind of ways they like, and then determine the means of recruitment. For example, the introduction of 1v 1 after manual quality verification, open recruitment of online activities, recommendation of seed users, cooperation with off-site institutions, etc. Management. Join the exchange group of recruited users, tell about the user organization one-to-many and answer questions. Then communicate one-on-one to understand the situation and count it as an interview. Enter the probation period after passing, and clearly inform the requirements and time nodes of the probation period. If you pass the probation period, you will formally join the user organization. After becoming a full member, close the distance with the official QQ group/WeChat group. This user group is an important communication platform for user organizations. Only official personnel and members can join, and there are strict management systems and molding methods. For example, find a few active and enthusiastic users to assist the official management. 1 person is responsible for answering questions, verifying information and modifying group business cards. 1-2 people are responsible for activating the atmosphere and planning activities. Considering that the two need time to complement each other and there is room for shift change, the number of people is generally 3-5. Management is not just a group, it is important to monitor data. Whether the user has reached the requirements of contribution and activity within the time limit required by the organization, and whether there are acts of cheating and disturbing advertisements. In view of these situations, it is necessary to do a good job in warning, banning and cleaning up in time. Active. User activity is mainly motivated by organizational system, supplemented by short-term online activity stimulation. The requirement of the general user organization is how many points to reach or how much content to contribute every month to stay in the organization and continue to enjoy privileges. But the one-month cycle is too long, and you will meet users who started sprinting in the last week. Therefore, in this cycle, the government should supplement online activities once or twice to ensure the active frequency of users. It also enhances the interest. After all, there is nothing for a month, which is very boring for users. In addition to the above, you can do a lot of things for these users. For example, giving priority to people or content can enhance users' sense of honor, and the amount of interaction or powder increase it brings is also the most important factor of users' motivation, although this factor is always ignored. In addition, emotional operation is also a very important part, especially for these centralized users, being able to communicate directly with the government or even be friends is equivalent to a privilege, encouraging them to continue. Recall is actually difficult to recall lost users, which is a paradox in itself. So what we have to do is to extend the life cycle of users as much as possible. It's really over. It's no use begging. 2. Strategic operation: data analysis. Run out of the unit time (such as nearly 7 days, 30 days), and find out the rules according to the user distribution, activity and consumption behavior of the contributed content. Such as active period, frequency and quantity of contribution, group phenomenon, etc. This is hard to say in detail. Every product is different. Let's analyze the specific problems. User stratification. According to the above data analysis conclusion, combined with the operation's in-depth understanding of user needs, users are stratified. For example, for people who write film reviews, the first level (the lowest level) is to be a group of people who have nothing to pursue as a pastime, or to write short comments, which is the need to express their feelings for * * * *; The second layer is fans. For them, movies are not a pastime tool, but a hobby. They have their own pursuits, their favorite themes and styles. The third layer is literature+movie lovers, who are literate or cultural practitioners and can talk about movies in a more literary way; The fourth layer is celebrities, usually to promote themselves or movies. To sum up, after long-term analysis and investigation, I divided the users who wrote film reviews into these layers, and I can also see the general outline from the data, but the data may be different, and the people in the above layers are sorted in different ways. In short, be sure to divide your users into several categories in a quantifiable way, and there are obvious differences between them. Targeted measures. Because the characteristics and needs of users at each level are different, the targeted operational measures are also different. In the last example, for the lowest-level users and the largest number of first-level users of entertainment movies, we only need to pay attention to the filtered push recall conversion rate, including the links that need to be improved one by one, such as arrival rate, push copy and arrival rate; For movie lovers, we should give them interesting activities or tasks, such as brushing the charts of various movies, watching movies every week, discussing popular movies, offline movie watching activities, discounts in shopping malls and so on. In line with the characteristics that these people have time and like to play; For art, film and television lovers, it is an essay-writing activity, which gives priority to recommending exhibitions from the mechanism to ensure their exposure and interaction and meet their needs for interaction and personal brands. See the effect. The result of each target measure is a specific data, which was determined in the previous step. Operators often pay attention to the stage before the measures go online and invest a lot of time and energy. In fact, the effect of the measures is the most important, so we must take the time to analyze, find out the real reasons, and then give the repair methods. The operation is often in the process of trial and error. It is very important to prove one thing and then adjust and optimize it so that everything you do has real meaning. The vast majority of user operations are using centralized operations, and strategic operations are rarely used and rarely mentioned. Actually, some people still use it, but it's not systematic. For example, products such as group buying and O2O will definitely be used. After all, it is necessary to post money to send coupons, and the coupons sent to people with different frequency of use will definitely be different. Only at present, group buying still pays more attention to new customers, that is, how much money is spent to attract new customers, and what is the cost of new customers. The strategic operation mentioned in this article is actually an old customer. How to make existing users play a role and exert the greatest effect is still very big here.