4 ways to pull a seed user

This article and we share the main is the network operation to pull the seed users of several methods, come together to see it, hope to operate new people help it.

Compare the new products, I think no user to come, how to deal with this situation?

The first step is to understand who your target audience is. Many students do not want to know what they really want to pull who, who are they? Where the hell is it? So I made a list of three questions, I hope you really do user operations before the first consideration of these three questions, how to answer.

question 1 , who the hell are they?

· Section 2 a question, who has influence over these people?

· Section 3 question, where are these influential people?

The first question: Who are they, and what do you mean by thinking about who your target users are? First of all, consider what kind of product your product is? For example, I do beauty products, I go to some men and even playing basketball in the field to recommend my products try to pull some users come in, they respond to your chances are not too high. The second to think, who is the target of my product users have influence, the beauty of the person or the athlete? Think clearly about these two points and figure out where these influential people are.

Think about the user's problem then there is a more previous question, that is, what kind of product do I run? According to a more extensive classification concept, the Internet products are divided into five categories, now the Internet in the operation of the products are basically within these circles.

1. user community. The community is the most need to operate, because from the product level, the difference is not small, perhaps the functional level will be focused on, but in general, belong to the platform to attract specific users to produce content.

2. Electric Trading area. Why do you want to subdivide it? Because the product goals of the user community products are different, this is reflected in the two products are also very different ways of monetization. The user community is the first to bring people together and then consider how to use them to become active. And the e-commerce community itself produces all the content of the ultimate goal is to stimulate user consumption, so I put these two broken out.

3. tool products. This product may not have very strong landing requirements, I can know that the user came to my purpose is to use the product, but after the use I do not know where he will fall, will be gathered for what. This is a very typical tool product.

4. the heat of these two years of products is slowly falling down, but it still has a lot of volume.

5. Financial Management , financial management in the last year before the rise of peer, especially hot, this product has a certain special user attributes.

Before you pull the user first think about the products in their own operation in which one of the respective? This will help you more effectively to narrow down the scope of your users to find first.

Consider the above two questions, we should really start to think of ways to pull the seed user, then I would like to introduce the seed users to take a number of common strategies and methods.

I've abstracted this method into four big ways:

1. channel pull and new screening;

2. The invitation mechanism;

3. platform activities;

4. off-line point-to-point.

1, channel operation is to take the first step, to first push the product out

referring to the channel, we think that channel operation and user operation is not the same thing, there is no inevitable correlation. Many operations students think, when a product on-line after you first think of the product to push out, whether it is the APP or the small show even a public number, the first and foremost must be through the channel first push the product out, when the user came in and began to consider the user operation.

In fact, many companies are very small, so there will be operating students when the product on-line after the first and channel work, users gathered to do the operation. But in fact, when you go to select channels, after submitting their own materials should be a step closer, the channel itself will have its own channel activities, you want to pick your own seed users, you need to use these channels.

For example, Xiaomi market in April to do an outing season, or 6 months "618" immediately arrived, to do an e-commerce category of the consumer season, you have to submit their products to the event to fight for it? Because during this period, the downloaded users are already the e-commerce consumer interested in the user, these users come in his conversion rate is certainly more than your general submission installation package download conversion rate is much higher.

Actually, this is the same thing as mobile APP Pre-installed is the same, the past preinstalled is how much installed capacity of a user, but now the pre-installed with the original is also not the same, there are many manufacturers will do relatively deep cooperation. If your product has its own unique value, you can talk to these mobile phone manufacturers to discuss more in-depth cooperation. For example, I do beauty camera products, I can put my products directly into the original camera phone and manufacturers to share users, these are worth paying attention to.

when the channel operation is finished submitting the product, the product enters the cold start stage. And this stage is the most primitive batch of seed users can accumulate. How to find out? After the cold start of the product, did you notice what the path was after the users of these channels entered the product? is the basic path for the user to enter a product for the first time, this path can help us to distinguish whether he will become a seed user. User path: Through the referral / download into the product, the general user may be recommended page content consumption, some users casually look at the left, and some users can leave the current page to enter the second page for a second consumption and may jump multiple times, Leave this product until the final thought that there is no content of interest.

by observing the user path, we can filter a batch of users. Generally speaking, to look at this user in the product of his stay time is not the same place, if so, you want to TOP users in your product consumption is willing to take out, then do the second recommendation, the second pull back, these users slowly into your seed users. This is where the channel starts and hopefully you can think more about it in your daily operations.

In terms of channels, it is possible to initially accumulate seed users by participating in the appropriate application campaign and observing the user path in two ways. Of course, there are a lot of fine places, first of all to introduce the way of thinking, concrete how the actual operation needs everyone extrapolate, flexible.

2, through the way of invitation, to the share and the share to bring more benefits

Next talk about the more commonly used, inviting mechanism. This section allows you to understand the differences by taking a few examples of different types of products.

First take the user community example: Do you remember this page?

Happy Net Although now the user active already difficult and the peak period compares, but it really rage. The first big way it spreads so quickly comes from its invitation mechanism. Because the core of SNS is also a community, it is through inviting this method to the relationship between people, through its products to build up, this is the user community is the core of the place. This type of invitation, its main feature is the content and social relationships to attract users to come in. The first batch of users, in fact, is its own internal staff. Because of the rise of SNS at that time, we all believed that six degree theory, said the person and the person only 6 person 's distance. So it is based on this theory to do product extension relationship spread, with stealing vegetables, rob parking spaces and other social games to stimulate everyone to invite interaction, these are means, it is the purpose of these ways to quickly let users establish contact.

The same is the invitation mechanism, we look at the tool properties of the product will do. Take Dropbox for example, you invite your friends to use Dropbox, will get more space, through the invitation, to the sharing and the share of the user to bring more product features, this is the tool-based product users to share the driving force.

And, like the financial management invitation, it has a feature that will rely on return points to attract customers. This is also because the operation of this kind of product clearly realizes that the user uses the financial Wealth management product, the core purpose is wants to obtain more money, this is his motive force. So in financial products, the invitation mechanism is used to the extreme. It even divides more layers, divides the invitations into, how many people you invite, how many people I return to you, and in this way stimulates you to share with more friends. And when it comes to sharing, the friends you share won't be too much of a burden. He thinks that I share to you that two of us will get the benefit, so the use of invitations in financial products is very frequent.

Its approach is that initial seed users are basically starting with a friend referral. This method of its conversion rate must be relatively high, all kinds of tools, financial products are like to publish their own incentive invitations through various platforms.

And when everyone is using this method, this time will have to spell the stability of the product, and also depends on whether you can afford to burn the money. If you want to do it, you should think about how to measure the input and output ratio, how much income to invest.

3. Platform activities: Low cost, accurate positioning

Some products in fact themselves is a community, is a forum. Some of the products may be on other platforms have their own account, to maintain a number of other platform users. Depending on your product attributes, you can publish your own platform activity on many user-categorized platforms to collect the original seed users. After collecting the user information in this way, we must follow up with the users, and establish a good follow-up communication path with the user.

before I saw a mini-blog with a fitness software, it is a typical big platform activity to get the seed users. His platform activity is to send a post on Weibo to gather fitness people, how many kilometers to run together, or what kind of fitness goals to achieve together. In fact, in terms of volume, its post forwarding is not too much, turn around, the bottom of the response of the user is probably one hundred or two hundred people, however, because the activity of the user group is more accurate, so the quality of these users are relatively high, and most of these people are operating as a seed user. Do activities must first think about the activities, what is the purpose of my activities? What kind of user is pulled? These users are not what I want. This software is very clever, at the beginning of the activity is to solicit the love of sports people, in the following answer each person can be the operator private messages to be pulled to become a seed user.

4.point-to-point seed users are best suited for Industry

Example: Drip a taxi. I've done this for a while. the innovative products, then studied, asked the drop friend, how did you start to accumulate to these users?

He said, go into the industry first, understand the target user group ( where are the drivers on the B-side? And then go to the South Station where one of the drivers to install mobile phone. After the phone is loaded, the driver is also skeptical to try first, and then the staff began to pretend that they are the user to make a taxi to the driver to create an order scene. The driver slowly heard the noise began to find, this thing really can receive single, division began internal word-of-mouth, so drip in the driver inside a fire pulled a lot of B -end users.

Point-to-point pull, in fact, is a very primitive no technical content of the operation of the work. But you have to think about your own product is what kind of product? What kind of user is a seed user who can attract more target users? For example, you pull a big v cost is very high, but this one big v influence can bring you how many users? For example, like Iqiyi art at that time pulled to Gao Xiaosong, and then pulled a MA, the two people pull the cost of how high, but they brought a lot of attention. According to this method first think clearly your product type and user type division good class, do not blindly pursue a single user volume.

Source: Everyone is a product manager

4 ways to pull a seed user