The three prerequisites for doing a good job in user operation are people who deal directly with fans. Like all operations, his purpose is nothing more than innovation, retention, promotion and transformation. Common user operations include: background customer service, WeChat group administrator, and personal number derived from official WeChat account. Let's take a look at three prerequisites for doing a good job in user operation: doing a good job in user portrait, understanding the user life cycle, and establishing relationships with users. _ Understanding User Portraits The first step in user operation is to understand the user portraits of the target population. User portraits are based on a large amount of data and are divided into two dimensions, user attributes and user behaviors. How are these data obtained? The first is to refer to some industry reports and look at some user data of e-commerce, App, websites and forums in this industry as a basic reference. The other is to look at the official account of the benchmark WeChat, the big user data in the industry. Of course, these are confidential, but some third-party platforms will provide some. For example, we can use BlueMC's portrait of WeChat official account and Weibo's KOL function to disassemble the data of WeChat official account. The user data in KOL portrait is relatively complete, but they are all from Weibo. But as long as the amount of data is large enough, the user data of Weibo and WeChat are similar. Now I want to be the official WeChat account of the maternal and child industry, so I will use the user data of Baby Tree to explain it. The data report comes from Analysys think tank. If you don't know where to look, go to Taobao to search for "industry+report". 1, user attributes User attributes refer to gender, age, region, education, income, occupation, etc. Look here, the main users of Baby Tree are female users aged 25-30. 80% are women and 20% are men. The gender of the user determines the tonality of your official WeChat account, which is roughly rational VS perceptual. 80% are female users, so it must be emotional. So you should be sensitive in topic selection, writing style, typesetting and tone. What straight men do won't catch a cold. People aged 25-30 account for 59.4%, and people aged 24 and below account for 25.6%, all born after 1987, and many born after 1990. So the account should be younger. Two days ago, I interviewed a 94-year-old man named Bian Xiao. He used to reprint the video number, and the audience was middle-aged. I asked him what he learned from choosing videos. He said that he found that nothing he liked would be popular, but he thought chicken soup and old-fashioned content would often be popular. The official WeChat account only communicates with users. If there is too much age difference between two people, there will definitely be a generation gap. However, another amazing data here is that users aged 4 1 and above account for 6.8%. It seems that there are quite a few elderly pregnant women. This is a big market, users have strong pain points and high willingness to pay. Looking at the regional data of users, the proportion of North, Guangzhou and Shenzhen is 13.7%, and a considerable part is in rural areas. I have seen an e-commerce data before, saying that a large part of the shopping crowd of maternal and child e-commerce is in third-tier cities and even some rural areas. These areas are not as convenient as shopping in first-tier cities, especially for maternal and child products, so these people will rely heavily on e-commerce. In addition, if you want to do offline activities or offline business, user area data is also an important reference indicator. Judging from the geographical distribution of Mr. Kun Long's backstage users, the order of my offline training should be: the education, occupation and income of users in Beijing, Guangzhou, Shenzhen, Hangzhou, Chengdu and Wuhan are also important references for content and realization. There is a series of contempt in it. Generally speaking, the more knowledgeable users are, the stronger their ability to pay, but the more critical they are about the content. You should try to polish the content for these people. On the contrary, if the target user's educational level is not high, as long as you pass the content, communication and fission are good. After all, not everyone can produce high-quality content, so it is a better choice to focus more on optimizing other aspects. 2. User Behavior The user's behavior on the official WeChat account can be summarized as follows: following, sending messages, clicking on the menu bar, enjoying reading, rewarding, collecting, forwarding, sharing friends circle, clicking on the original text, sharing the official WeChat account name card, and customs clearance. Of course, user behavior also includes: one-on-one interaction and group interaction. Let's not talk about it for the time being. Collecting these behavioral data of users, the most important thing is to label them. The first step is to classify users, that is, to understand the user structure. According to the user's browsing behavior, Baby Tree divides the user structure into three categories: pregnancy preparation, pregnancy and postpartum. Some user structures can be directly divided by age, while others should be divided by interest. Different household registration should choose different standards to divide the population structure. After users are classified, users in each subdivision category should be labeled according to their behavior data. On the official account of WeChat, it shows keywords, keywords of some topics and titles. I sent an article earlier, "I heard that you resigned, so you are very suitable to be the official account of WeChat". To tell the truth, the topic is very casual, but the opening rate is very high. Later, after several tests, it was found that users were very interested in "career"-related topics. The word "occupation" is a user interest label. In the report, pregnant baby tree users are divided into the first trimester, the second trimester and the third trimester, and postpartum users are divided into 0-6 months, 7- 12 months, 1-3 years old and above. And summarizes the main tags of each type of users. I summarized this with Excel. If you want to make a maternal and child number, you should prepare a list of such user labels in advance. You will know what users are most concerned about, and you don't have to worry about the topic selection. The rest of the report is some user data such as e-commerce, purchase conversion rate, etc. It is far from most of us, so it will not be launched. In short, the user portrait is not a dead report, but a villain standing in the middle, surrounded by a pile of infographics. It is your guiding principle to attack the city and pull out the fortress and pick up girls. _ Understanding the user life cycle WeChat has a three-month curse, that is, it usually takes about three months for a WeChat user to visit (not opened) from attention. What does this mean? It means that if you don't make his money within three months, you will never find him again. Therefore, understanding the user's life cycle is very important for setting the steps of transformation and realization. You should help him clear the obstacles on his way, or just bury him. This requires you to know what to do at each stage, what is the focus now and what to consider in the future. For example, when you are with your girlfriend, you will generally go through these stages: stranger, acquaintance, acquaintance, friend, good friend, ambiguity, passion, dullness, cold war and breakup. You can't hold hands when you meet for the first time. Take them away when you meet for the second time. There must be cycles, and each stage has different communication strategies and ways. Even the most annoying barber shop brother, he sells you cards at least step by step. Being a man is like this, and so is being a number. Understand the user's life cycle, set the growth path corresponding to the user cycle, and solve various problems encountered by users along the way. Provide value to users, and users will be willing to give you a return. The user's life cycle in the baby tree is from pregnancy to the child's 3 years old, more than 4 years. Of course, this is the ideal situation, but you have to design according to the complete cycle, which is most likely to let her go all the way. The above has just summarized the user's interest tags at different stages, which are actually problems encountered during the user's growth. You should provide various solutions to help users solve these problems and design the path for users to grow. For example, the baby tree has posts, forums, courses, consultations and so on. , according to its account properties. And this is not only to provide content, but also to cooperate with various operations to help users solve problems. The following figure is a typical path for the growth of college students' job number users. The users of job numbers have grown up, and some accounts can last for two years. Students pay attention to it from their junior year until they graduate and apply for a job. _ Establishing relationships with users is called business relationships, and the essence of business is relationships. The same is true for user operations. The most important thing is to build relationships with users. The most intuitive indicator is how many users you have on WeChat. Why is this important? Let me list some advantages: 1. It is convenient for you to find users in the first time. When you have important information, you can contact users directly through the group. 3. You can do circle marketing for users. 4. You can brush the user's circle of friends and learn more (collect user comments). 5. Can operate user groups (various tests, voting, communication questions). 6. It is convenient to promote the new number. 7. Some big ones were blocked some time ago. Whether you have a large number of users' micro signals is very important for you to make a comeback. Many people, including many large operators, don't realize the importance of this problem. Some time ago, a student asked me to help them plan a new trumpet. They have 2 million fans on the official WeChat account, and the matrix of the whole network is around 3 million. I asked how many fans they had on WeChat. Less than 5000. After adding the user's WeChat, just flip through their circle of friends and see what they usually forward. In this way, we can also know their preferences well. I will try my best to import every official WeChat account 1/5 fan into my personal account. It is nothing more than adding a few mobile phones and adding a dozen micro-signals. A micro-signal of 5000 real fans is much more precious than a mobile phone. There are many ways to import micro-signals into fans, such as my weekly micro-class. If users want to register, they have to add customer service WeChat, which is a sustainable way. Or, like some original authors, attach your own personal WeChat at the end of the article, so that readers can automatically add you. In short, this is a long-term matter, which needs to be planned from the first day of opening. It sounds a lot to import one-tenth of the fans of the official WeChat account into personal WeChat, but it is not difficult for you to break it down into daily ones. Finally, I would like to say a few words about the three prerequisites of doing a good job in user operation: doing a good job in user portrait, understanding the life cycle of users and establishing contact with users. 00 1 user portrait is not a dead picture, but a clear guide in your mind. Know clearly what content users will like and what they don't like. The life cycle of 002 users is also the growth path of users. You should fight monsters with users to help them grow. So we need to make a battle plan. Establishing contact with users is simply adding personal WeChat. You can't make friends with users, let alone let users pay for you. -1 minute Learn about Kun Long-the founder of the media boss business school, the old driver of new media after 90, and the leader of enterprise operation. In the past four years, I have participated in the official account operation of WeChat for more than 50 times, promoted brand new media for nearly 20 times, and accumulated more than 50,000 paid students. Welcome to like and pay attention to me, Kunlong and my chief operating officer, and get the latest articles on new media marketing dry goods in time.