"Operating core users" actual case analysis!

"Operating core users" actual case analysis!
Every product operates core users, but also encounters problems. A month has passed and some progress has been made, which can be considered as completing the first step. We also have a solution for the second step. This article talks about the difficulties encountered by operating core users. Let’s sort it out completely from the beginning. The value of core users:
  • Has a driving effect on the overall product
  • Get direct user feedback
  • Assisting operations staff
  • External brand transmission
An important way to operate core users is groups. Difficulties in operating a group:
  • Low activity
  • Limited coverage
  • Single interactive form
  • Poor user initiative
  • High management costs
 The solution to these problems: community operation. One-sentence explanation: Users are encouraged to organize communities spontaneously, and the official will provide training, recruitment and prize support. The key factors include:
  • The ownership of the community belongs to the users, and the enthusiasm of users is maximized
  • Official community support is provided, but no active participation in the product is required
  • The community size is maintained within 100 people
  • The official will try to increase the number of communities and ensure their activity
  • It would be even better if the product has a community active carrier
 We did this for a month and the results were:
  • Number of people: 30 communities, covering 2,800 people
  • Active: 80% of communities have online/ offline activities
  • Benefit: Every activity generates feedback on the product
  • Spread: Everyone spreads the activity in their circle of friends
 But I have a feeling that there will be a bottleneck, the reason is:
  • The number of people is growing slower
  • Increased management costs
  • Lack of product implementation
 If the current operating model is not changed, this project will likely stagnate, with the number of people covered remaining at a few thousand, which is inconsistent with the expectation of covering tens of thousands. My solution is to establish a community ecosystem with a complete life cycle. See the figure below: 

 Let me explain the above picture in detail: 1. Initial establishment ① Rules: clarify the access system, open to users to create spontaneously, and the official does not intervene in management ② Ideas: low threshold to attract community establishment and joining, without increasing operating costs, maximize the increase in the base of convertible users 2. Growth ① Rules: Once the community is formed and becomes active, official access to participate in training and assist in promotion and display ② Ideas: Communities with potential and rapid growth need more attention and support 3. Core ① Rules: Do a good job in daily communication and maintenance, and focus on resources ② Ideas: High-output, high-activity communities can maximize the value of resources Issues to note:
  • How to determine the promotion standards for each step
  • Is there a need for a downgrade mechanism?
  • How to make users feel this system
  • What to do if there is no product landing
 These need to be analyzed based on specific issues. I will only talk about the issues of product implementation. This kind of operation model would be best if products like Douban Group, Tieba, and Same were implemented, because the entire ecological process can be completed on the products, such as creating a new group, then inviting people, posting, organizing activities, and then slowly growing it.

 Unfortunately, this cannot be met in most cases because the cost of product investment is too high, not only in terms of R&D, but may also affect the overall positioning of the product. After all, this is a large module. I plan to expand the group scale first to verify the feasibility of the model, and then propose products. This is also in line with my principle of "operation first". Otherwise, there is no reason to develop a product when there is nothing. The above is our solution to the problem, which will be implemented starting this week. Since there is no precedent, we don’t know what the effect will be. We will provide feedback to everyone here later.

APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing information. Welcome to follow the official WeChat public account: appganhuo

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This article was compiled and published by @韩叙由(APP Top Promotion). Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!

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