1. User value definition
1.1 The commercial value of users
As the name implies, the user’s commercial realization ability in the system.
There are two types, advertising value and payment value.
Many non-industry people think that the value of payment is significantly greater than the value of advertising, but it is not. On many platforms, the value of user advertising is significantly greater than the value of payment. The so-called free is the most expensive, which is why.
Of course, in the game industry, it is generally believed that the value of payment is greater than the value of advertising, but here, the value of in-app purchases is much greater than the value of paid downloads.
1.2 User stickiness value
Due to the current user’s active interaction with other users or high-quality content output, the retention rate of other users increases. The overall stickiness of the product is enhanced, which is the stickiness value of current users.
To allow more users to stay as much as possible, there needs to be some sticky value users on the platform that can make other users feel that the platform is worth staying. Typically, some dating communities need active beauties to reply to the messages of hungry single men, but Not really beautiful, this is questionable.
1.3 User’s drainage value
If the user is willing to recommend and introduce the product to other friends and bring in new users, this is the current user’s value in attracting traffic.
In addition, if the high-quality content published by users on the current platform is searched and included on the Internet or widely forwarded, so as to attract other users to the platform, this is the current user’s drainage value.
1.4 User’s system value
If a user can make positive and constructive criticisms and opinions with the system official, it is convenient for the official to improve the product and optimize the product, this is the user’s system value.
A typical example is that Teacher Feng Dahui has high system value on WeChat.
1.5 Negative value of users
If a user’s behavior causes great disgust from other users, and causes the loss and stickiness of other users, it is the user’s negative value.
Typical examples are squirrels, tongs, and plug-in users in games.
2. Quantification of user value
2.1 About the commercial value of users
This Internet company has mature routines to analyze, generally called LTVP. User lifetime value, then calculate the average retention period of a user on the platform and the commercial conversion value brought to the platform during this period.
But LTVP also needs to be subdivided. Different companies have different granularities. For example, user segmentation for different channels is very common, because it involves the calculation of purchase cost; in addition, for different user portraits, user tags LTVP is also very meaningful. It can better understand the value distribution of different target user groups of the product and formulate corresponding strategies based on this.
In other words, only the commercial value of users can be quantitatively analyzed with relative accuracy.
2.2 About the stickiness value of users
To be honest, it is difficult to quantify. We can count the number of interactions of different users, the number of content creations and feedback from other users, such as the number of likes and comments. But specifically speaking of this impact on other users and platform stickiness, it is actually difficult to get a clear indicator.
At least for now, I don’t have any quantitative ideas for this value.
2.3 About the value of user drainage
Sometimes, we can evaluate by the number of his invited friends and the number of invitations, but this is also very one-sided, only for direct invitations, and some indirect recommendations are difficult to locate. In addition, if users create high-quality content on the platform, and through external forwarding, unexpectedly burst into flames, bringing a large number of new users, it is also difficult to pinpoint the source.
But at least we have to find a way to find users who are valuable in attracting traffic, and actively interact with them and encourage them.
2.4 User’s system value
This is also an indicator that is difficult to quantify. It is difficult for you to say what a user’s suggestions and criticisms are and the specific proportion of help to their own product iterations. This can only be the trader’s own perception. Grateful people will appreciate this kind of help, but some business traders will disagree with it.
2.5 Negative value of users
Strictly speaking, there are two situations
One is that those who have fallen from a positive value to a negative value, such as some influential V, were originally supporters of the platform, and had drainage value and stickiness value for a certain period of time, but because they thought they were treated unreasonably, they Believing that they were discriminated against by the platform’s New Deal or it was difficult to align with the platform’s operating strategy, they ran away in anger and announced in a high-profile manner that they would take away some iron powder. I know that this has existed for a while.
The other is purely negative value, that is, there is no positive contribution, and it will only make shit, trouble, and leverage. Or there are those who steal materials, such as those who go to pay communities to carry materials and sell them.
For the first type, we must carefully distinguish. Sometimes the platform needs to break the circle and develop and hurt the people in the original core circle. Such a situation may be inevitable, but if there is no fundamental opposition, it should be Strive for peaceful treatment as much as possible, do not demand to retain such users, but even if it is only to reduce the negative impact, it must be treated as peacefully as possible.
For the second type, I think we must resolutely screen and filter out, and drive out of the platform as much as possible, and we must not be merciful.
There is still no precise quantification here. For example, how much a user’s overall negativeness to the platform is, how much loss it causes, and how much retention drop is caused, I personally feel that it is really impossible to measure.
3. Increase in user value
3.1 User business value enhancement
This topic is too big, increase the payment rate, increase the average payment amount, increase the coverage of ads, increase the conversion efficiency of ads, increase the fullness of bidding, etc., etc., writing this book may have to write a series.
3.2 Increase in user stickiness value
How to promote user interaction efficiency and promote the output of users’ high-quality content is also a very big topic.
For example, the encouragement of high-quality content, such as strengthening user relationships through offline activities, such as the quotation of some social gameplay.
But everything has a degree. Over-emphasizing social gameplay and over-encouraging interaction may go to the opposite side. The time from peak to collapse of social games is very short. Now, there are still many light social games, such as the popular Among us in Europe and America. game.
Moderate and appropriate interaction (there is no way to accurately quantify it!!!), high-quality content output, and a powerful system recommendation algorithm are the elements to enhance the value of user stickiness.
No matter how high-quality content is created by users, the platform must be able to accurately recommend it to other suitable users to better enhance the stickiness value.
3.3 Increase in the value of user drainage
Growth hacks, fission mechanisms, invitations and rewards, these are all replays.
Private domain traffic is actually a way to increase the value of drainage. This is a bit convoluted. I try to explain it clearly. If you provide users with enough private domain support, then users will be happy to attract their fans, friends, and readers. This platform, but this is slightly contrary to the commercial value of users. If you want to maximize the value of traffic, you certainly don’t want these traffic to be controlled by private domains. Private domain controllers definitely hope that they control the value of the traffic of these users.
Why many official account authors open a knowledge planet is a typical example of the value of private domain drainage. However, there are gains and losses. Knowledge Planet is not convenient for second realization, so the value of traffic has a certain ceiling.
3.4 User’s system value enhancement
For some core users, typical users provide a channel for quick feedback, which is also a common method for many large manufacturers’ platforms. Sometimes I think that some giants’ platform feedback groups have uneven user participation, conflicts in values, and will complain to the platform. Then the platform explained that from a product perspective, feedback needs to be collected from multiple angles and needs to be maintained. The diversity of feedback is probably understandable in this way, so I left the group in despair.
3.5 curb the negative value of users
For those users whose value has changed from positive to negative, as mentioned above, the opinion leaders who have left with negative feelings, my suggestion is to deal with them as kindly as possible. In many cases, the platform is indeed wronged, but don’t be too tense, try to minimize the negative impact, and affirm others. Early positive value.
The product hopes to expand the range of users and break the circle. Many users who are accustomed to the original circle will be disappointed. This is inevitable, and it cannot be retained, and there is no need to force it to stay, but it retains three points of love. It can always be done.
For users whose value has always been negative, my suggestion is to quickly identify and filter, and never let them harm the platform.
Then some people would say, why there are so many addicts on Weibo. In fact, for Weibo, the value of those users is not negative. Remember what I said before, what is the funnel model of advertising? To jump out the most high-quality and most valuable users and sell them to the best advertisers. In actual operation, the most stupid and greedy users are screened out and harvested. Those brainless sprays are all good leeks for Weibo advertisements.
In fact, this article today is just a guided tour of thinking. To be honest, there are no answers or solutions in many places, but I think that when doing products, operations, and communities, there are many problems that can be put into it. It is very clear.
For example, why the community of making money has developed so well? You should study it. As a community operator, what things have been done to increase the stickiness value of users and to increase the value of users’ drainage. Can fit in according to this value model. Why would we encourage inappropriate users to actively refund? The money is small, and these users stay or deduct the money, but in the end it will be negative value. Letting them leave quickly and satisfied is the best choice for the community.
Finally, there have been relatively few updates recently. To be honest, they are becoming more refined and self-interested. They don’t want to offend people or cause trouble. Besides, they don’t rely on public accounts to eat. It’s good to talk about it on the Internet, and some real-world errors will be posted on the knowledge planet.