At the beginning of 2018, after I resigned from my previous company, I joined a local company in Nanjing for community life by accident, and was responsible for the overall operation of the company except the supply chain.
This article is a review of this work. It has been reviewed from the aspects of users, data, activities, communities, and organizations. I hope this article can get more guidance and help from friends.
In addition, the project model is different from the community head model, which is operated by full-time partners and fixed venues in the community, rather than a part-time head of a wide-spread net. Readers, please be careful.
1. New business, new starting point
The parent company of this company is a software and hardware company for buildings and smart communities, and is a top supplier of housing companies such as Vanke and Zhongnan. Except for Nanjing, other regions are the main business of smart community, and the branch in Nanjing independently carried out the project of fresh food country email list e-commerce in this community.
When I first joined, the business settled in 10 communities in Nanjing. Doing the "T+1 pre-sale + community site" model, there is its own service site and customer service girl in the community (the service site only has the functions of secondary sorting of commodities and small warehouses, and does not do commodity display and on-site sales).
The customer service girl is responsible for serving the owners in the community, cooperating with the promotion team to push and pull new products, and daily maintenance of users in the community.
(Figure 1: Company business model)
The online operation department has 4 db + 1 graphic design + 1 new media + 1 event planner + 1 operation manager. They are all young friends with relatively immature experience, but fortunately everyone is young and hardworking. Being smart and eager to learn is the biggest advantage, and the business has just started, so you can adjust your style of play at any time, and there is a lot of possibility and space.
What I want to do is to transform the experience and methodology into the action of landing, and lead everyone to form a result. The road is long and the road is coming.
2. Find the river and build a user system from scratch
Since there was no complete operational framework for support and guidance before, our products did not do data embedding, that is to say, the APP's traffic conversion rate, retention rate, repurchase rate and other data are blank, and all operational actions have no process. Tracking can only be judged by the final results (GMV, number of paying users, etc.).
Therefore, the gameplay that I was used to in big companies and seems to be taken for granted is obviously no longer operable.
It was taught in "The Wilderness" that when you are lost in the forest, you can be rescued by finding a river and walking along it, and my "river" is "user" and "data".
On the one hand, all the strategic paths and methods of online operation are ultimately to drive users to act according to our design path, so as to achieve the set goals; on the other hand, with the application of data technology and market competition, we also It should be switched from the thinking of managing commodities to the thinking of managing users.
Therefore, "user operation" is our top priority.
Because the app does not bury the point and does not put the data into the background function, all the data needs to be given to me by the back-end guide table. In the case of insufficient conditions, it often needs to be simple and direct, so I first divided the users into 3 simple Category: number of new paying users + active users + silent users, pull it once a week, and formulate corresponding operation strategies for different categories of users.
For example, the definition of a new paying user is: a user who placed an order for the first time in the last week. The operation goal for such users is to promote the second repurchase. The corresponding operation action is: online distribution of low-threshold coupons for all categories. Reminders when offline delivery is delivered, and add groups and WeChat.
In the next week, we will pull the list again. If the new paying users from the previous week have repurchased, they will be transferred to the "active users" category, and then corresponding to different operation strategies. If no repurchase occurs, the flow goes to "silent users", which also corresponds to the corresponding operation strategy.
So far, a preliminary user classification operation system has been established, and the user growth path has completed a simple closed loop. The rest is to refine operational actions step by step, conduct in-depth analysis of user behavior data and attribute them to classification.