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新社区如何进行冷启动并获得用户青睐

新社区如何进行冷启动并获得用户青睐 1、关于产品和运营的分工 产品和运营不用分的那么细,大家都是全才,然后有某项特别突出:例如逻辑性强,大局观好,那么就去做产品,亲和力强情商高有鬼才,可以做运营。

2、新产品上线时,如何冷启动,获得第一手的优质种子用户呢? 第一批种子用户,一定要有发芽的能力能长成参天大树。从他们,影响到产品的目标用户。所以这帮种子用户,需要的不是数量,而是质量。你不是去等着他们来,而是需要运营去挖掘。守株待兔是不可取的。
例如陌生人交友类的应用,它的种子用户一定是一些单身美女,例如业余车模/showgirl之类的,然后靠他们来吸引第一批汉子进来。要给这些种子用户一些梦想,一 些成长的空间。让她们成为某某某县某某镇某某小区的区花。那么她们也会自发的让身边的屌丝们上来看看自己的光彩照人。
再例如新浪微博,刚出来的时候靠的是名人效应和意见领袖,来吸引大众粉丝及用户的参与。
为什么要成为种子用户,这就是运营的手段了。例如YY,9158,六间房,主播都是可以有收入的,所以她们乐意。例如新浪,对大腕是签合同送东西发钱。对草根是给你成为大腕的机会。需要根据产品和所能掌控的资源,去决定其运营方式。
吸引用户留住用户是目标,其他一切都是手段。手段是多样化的,善变的。
evernote当年刚出来的时候,因为看到一个加拿大朋友的博客分享才去用的。用完之后,又给周围的人推荐。这就是第一批种子用户的重要性。 

3、产品上线后,增加注册用户数等指标成为运营的工作重心,这种情况下如何获得真实用户的青睐? 不同的产品,其实不同的阶段衡量的指标都是不一样的:注册用户数对有些应用很重要,只是对于电商类的来讲,可能就不那么重要了。
很多时候,数据也是需要包装的。也许一样的数据,只是比例尺的不一样,看到的曲线就完全不一样。而运营要学会包装产品和自己的成绩。 

4、掌握了用户数据之后,怎样对运营数据进行分析、挖掘? 分析运营数据,最重要的是舍得,要学着扔掉一些数据噪声,并不是所有数据都有用的。例如你做一个付费的手电筒APP,那么可能因为这个地区经常停电,用户活跃度非常高。但是这个和产品核心有关联吗?NO,关注的应该是安装量和盈利。
先要想清楚产品是什么样的,核心的数据字段是哪些,最应该的是想一下这个产品的初衷是什么,也就是想要什么样的结果,是挣钱,还是要安装量,还是要解决某人的问题?
按照结果来逆推想要的运营数据指标。如果是挣钱,那么可能跟它有关系的是每个用户的平均缴费,缴费频率,利润率等;如果是安装量,那关注的则是活跃度,留存率,流失率等;如果是其他的,那么你应该关注的是你的BOSS想要什么? 

5、产品新上线,老板希望低投入高回报,遇到这样的问题,运营同学应该如何解决? 运营需要的是去教育老板,很多时候是付出才能有回报。很多上司不懂业务,不喂鸡食,却让鸡下蛋,这样的老板,还真不少。这种情况,就是看人下菜。
关注一下老板对业内哪个产品比较喜欢和推崇,然后去分析一下人家的资源。看看他们的投入产出比。是自己真的没做好,还是老板提了一个不可能完成的任务。接着再来决定下一步的动作。
如果是全新的业务,那么运营首先要做的是对业务的市场与现状分析,做好智囊;而且要先给老板打个预防针“你丫的要做这个新业务,可要舍得拿钱”。还有就是风险预估,很多运营是忽略了这一点。这样容易在大家的报告里画大饼。
有产品的地方就有风险。风险包含各种方面,例如资源不到位无法推出产品的风险;例如水平不够做不出想要的东西的风险;例如资金不到位无法做宣传推广的风险。要看老板能否承受。(整理自i黑马)

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