Next, we finished talking about the pursuit of the ultimate in products and technology, then let's talk about how to pursue the ultimate in operation, this is a challenge we did at the time that we couldn't get rid of the single dog, there will be a more interesting function in Douyin, that is, the challenge of the challenge is actually the operation of the alumni association, I hope it can give our users some sense of direction guidance when releasing **, uh to create,
Because it is indeed easy, in fact, they will have some confusion when using a short ** product, the main reason is what I shoot and how I shoot it, so the challenge solves this problem, when we are designing some special effects, designing some stickers, and even designing some product functions Future, we are actually not just saying innovation for the sake of innovation, we have to think of saying that the latter group of users they got this function, they saw this. How will they play with stickers, then this thing can actually be regarded as a pursuit of the ultimate,
It's about thinking about the problem more globally, so um use the idea of operation to create the functions and special effects of the product, and at the same time consider how to start, um, let's take a look at this sticker, and then it was broken by a lot of users. they are not, they are they are not the players.If the operation is done to the extreme, well, he is actually not only able to let our users have a sense of direction when using this product in the whole uh, but at the same time, it will let it stimulate the inspiration and creativity of these users, to create this kind of thing that we don't expect, I believe that when you use Douyin, you must also feel all kinds of innovation and ideas from our users, I do use Douyin myself, I will sigh every time that this master is indeed in the people, oh, There is a very important word in this subsection, the sense of direction, let's talk about it, what is the user's sense of direction? What does a sense of direction mean for a product? Right away, teacher. Let me help you talk about it,For Douyin from the enthusiast to start playing the product,The core function of the sense of direction is to solve two problems,First, there are many people who will say that the current product does not need a manual,That's because the design has put the way users work。 With the addition of this, the physical manual no longer exists, but the way of thinking that allows users to know how to use it should still be shown in the design or operation thinking of the product.
When Douyin appeared, many people didn't know how to play, and I had a lot of Douyin tutorials on the Internet, but adding operational thinking to product design, through the way of challenge, so that users can understand the way of gameplay when watching community content. I want to maintain the tonality of this product, how to grasp the sense of direction, this is a problem that needs long-term attention in the content operation, there is a reason for the editor to make a demonstrative reply and a good reply, and finally at the top is also a way for users to have a sense of direction. Because the sense of direction defines what is good, in fact, the operation mode like the challenge allows users to have the driving force of EGC, which is to use some ways that users are not easy to perceive, to achieve user participation, improve user stickiness, and can continue to bring new users, in fact, ah, there is another way, not like this, silently pull to use. Instead, just open your arms and tell those users who are still very unfamiliar with your product to come, come on, come and play, have fun, have fun Douyin. That's what you're laughing at? Next, let's talk about good products, then he also needs to use marketing methods that understand and suit him to promote himself, that is, when your products and technologies and operations are doing relatively well, then how can we better promote this product through marketing? This is also particularly critical, and you hope that when this marketing means reaches users, you hope that he will still carry the characteristics of the entire Douyin, and the soul of the entire Douyin, then in fact, you have to think about a lot of things, ** to share with you two small cases at that time. After flying to the market, two cases that were quickly blown up in the circle of friends were about famous paintings shaking and the other was about banknotes. how are you.At that time, we also discussed this idea for a lot of time, and everyone can feel it, in fact, these famous paintings are hundreds of years old, right, and then they should have been lying in the museum, and then you invited him out, and then combined with the characteristics of Douyin, such as those camera movements, and then rhythmic techniques switching, and then. Use it to show such an effect, in fact, it's uh, it's very much to give users that kind of contrast and impact, so when we released this activity and this effect, the entire circle of friends was also blown up in one day, and then the account we released at that time was about the same in Douyin, 2 3 days, it was basically over one million, and the number of fans on Douyin was not as large as it is now.
The other one is about the banknote shake up, it is combined with our Douyin, a very distinctive Douyin man, and then comprehensively performed, you can take a look. Do you want to be my girlfriend? I've been holding your hand, mastering every black and white painting of the palm to a song, oh my baby to this you will find the expression of the character who said his banknote, and then there is this TikTok master. 's expression has always been in PK, in fact, what does good marketing actually bring to users? We have been discussing it ourselves, that is, we are thinking about this problem repeatedly, we think that good marketing is actually to bring a sense of identity to users, that is, when you see this advertisement, when you see this TVC, then you will feel that to say, alas, what is behind this product It will stimulate your curiosity, so only by allowing users to stimulate their curiosity when they see this advertisement, then this can improve the ** and conversion rate of our entire product, So when we do product marketing, we will also combine the characteristics of our own products, and then create it, to create it, um, at the same time, you uh, when we attract users, we should also pay special attention to another point is that if we are attracted by such special effects, such effects, then his own products must also be able to catch this group of users, because only by catching this group of users, your entire product process will become better, so you have to use. Well, in line with his product, tonal marketing methods, to market this product, so the sense of identity is what we think product marketing brings, uh, the ultimate goal, to increase everyone's sense of identity with this effect, what is the inspiration? It was you who expressed my needs in a way that I recognized very much, what are the needs of users in Douyin's marketing case, you ask him that he just wants to show his youthful vitality and show his interesting life, but there is a gap in between. Tik Tok looks like a very young and cool niche thing, why don't I play it? This campaign bridges this gap. Ah, whether it's a famous painting, or a banknote, such an old-fashioned and popular thing is shaking, and old users will be more identified with this app, it should be noted that many people are eager to look forward to the explosion and popularity of the community, but you have to know the cultivation of the community. It's all a mid-term, such a child, there is still the possibility of the world exploding after the scale is formed, and finally, well, I'm going to talk about the growth of user Douyin for more than a year, in fact, the feeling that users give us is particularly strong, because we feel that users are not only users of this product, he can actually become the owner of this product, so their opinions are actually very important, and I will share two small cases in a moment, which is how we use users to use their uh minds, And then help this product to grow together, you can see this page, in fact, it is some of our early uh Douyin users, and now they are also very active in Douyin, one of them is called Mr. Xue, who is the boy who graduated with both hands in the middle of the screen, he actually studied in Canada, well, I have the impression that it was uh, and it was also a comparison. Early in the early days, that is, Douyin has just been launched for a month or two, at that time, the whole Douyin in the experience of the product, we feel that we are still not very satisfied with the state of half-ass, at that time we have begun to circle a part of our users, and then let this group of users to use and experience this product, they gave us a lot of suggestions and ideas for this Douyin, that is, almost every day, we and then this teacher is one of them, I am most impressed, he was studying in Canada at the time, He actually had a time difference with our team in China, basically he was sleeping when we were at work, and he was already up when we were sleeping, so he didn't sleep almost all night in order to give us advice at that time. Turn on the lights, our products and technology classmates come to work, and prank him back and forth, uh, this point is actually quite difficult to figure out, it is the problem of sound and picture synchronization, because there will be a link in Douyin where everyone performs around sound, so the synchronization of music and picture is actually very important for uh Douyin, this product, if he can't get stuck on that key image and that key point when shooting, In fact, it is difficult to be in a better state in the final visual presentation, so the hardening synchronization is particularly important, and we have been communicating with him for a month for this point, and finally Mr. Xu felt satisfied, and then. Oh, when we compared it with other products of the same kind, we found that although it was a key and small detail, we finally won a lot of users for this experience, and they also did the best because of our product features, and then turned from other products to Douyin, I think this matter is now when we are discussing and reflecting internally. Oh, I will feel that it is very important, this is also a pursuit of the ultimate, and then the other is uh a challenge of our strategy, I don't know if you know that it is the early dance to promote the early dance, in fact, it is very uh is a very popular strategic challenge in the station in March 2017, this challenge, well, it was popular when it appeared, and the entire Douyin was even popular on other social platforms outside, this challenge is actually a user's creativity, And then this user and our operation classmates discussed together, uh, how do we do such a challenge, how can we get people to like and participate, and then uh especially worked with our sound engineer to create the sound effect of this bath dance, and I will have a ** will share with you at the end, how our sound engineer works. So if there is no user, it's actually difficult for us to understand, then they're actually so concerned about the background sound and sound effects of **, yes, and then it's not just with this talent called Liu Xizi, and then there's another user named Sam who is more uh behind us, and he choreographed a movement specifically for this bath dance, I think it's the sound engineer plus Liu Xizi, and then the project is added to make this bath dance, the overall feeling is particularly plump, and it's really magical. So well, not only to analyze all kinds of data of products and users, but also to always maintain very close communication and contact with these users, this is actually a particularly deep feeling that we have been doing Douyin this product back and forth, and we got a good one, from these two examples, first of all, it's fun, we see Douyin users. Introduced into the link of product creativity, with special attention and openness to users, there are applause mentioned here Mr. Xue and Liu Xizi Natsume, we can also see them as. Douyin's seed users, I think the contestants are a bit like ah, in today's increasingly difficult user acquisition, seed users, as an important resource for product promotion and product experience improvement, have received more and more attention, for some products that need to be launched, even. Well, as the first batch of external users to contact the product, the total user should not only have the thinking of a third party, but also have the ability to try new things and contribute to themselves't know requirements, only such torrent users. Households will be willing to become heavy experiencers of the product, and they will be able to feedback and raise questions in a timely manner after the experience.
Less to these seed users with tipping point characteristics training when doing Xiaomi, the seed user strategy is a classic case, is to locate the mobile phone is the key, where are the mobile phone enthusiasts? Next, they used a variety of vests to ambush in the major mobile phone forums, constantly posting and replying, posting and replying, and at the same time to the relevant QQ group QQ space and Weibo and other social platforms, and finally, found 100 seed users, and increased their sense of participation through strategy and interaction, completed the cold start of the product, speaking of which an important question is here, how to increase the participation of seed users? Ah, Mr. Jiang Wen. Going back to the two examples you just mentioned, we can feel that Douyin users have a strong willingness to participate in the work of product iteration and improvement. So to achieve this effect, to sum up, one is Douyin supplies, sincerely moved users, in the case of Mr. Xu, the Douyin team attaches great importance to his opinions, listens carefully and communicates, and spends more than a month repeatedly polishing a product point with him, so that users can experience his importance to product improvement, the second reason is that Douyin gives users a sense of achievement, and the opinions and creative Douyin team put forward by Mr. Xue and Liu Xizi gave timely interactive support. Let their ideas be realized, so that the value of the user is reflected in the explicit aspect of the product, how proud. Unexpectedly, let them have a sense of accomplishment and satisfaction in the realization of self-worth, and be more motivated to participate in it if they have fun? Ah, so Douyin, are there any other ways to motivate users? What do you do sometimes? How do you maintain close communication and contact with users? Teacher Zhang Nan told you, next I will show you, that is, the status of some offline gatherings of Douyin in various cities across the country, some of these offline gatherings are initiated by our operating students, and some are initiated by the experts themselves, so far there will be almost every week. Well, if Douyin users go to initiate such an offline gathering, and they go to communicate, then we will require our product managers and operation students to go to the site every time to communicate with them, because I think that users have investigated user analysis, and users feel and perceive their things, not only through this coldness. The user questionnaire is more important, in fact, it is still necessary to integrate into them, I think in this way you can actually really feel your users, so let's look at a small ** of Douyin in the future. So through this**, you can feel what kind of people Douyin users are a group of very young, energetic, thoughtful, creative, and expressive people.
How are you, that's what you just saw was this kind of offline gathering that we held in various cities, and then among them, a lot of experts provided us with a lot of suggestions and ideas, and after our product manager and our operation students were integrated into them, they did collide with a lot of special effects on Douyin that you saw later. Some of the features we later focused on the characteristics of their love for offline gatherings, so we held a big party for them in Beijing 798 on the first anniversary of Douyin. Low-active users came to this place to celebrate Douyin's birthday together, in fact, we didn't plan it, all the programs in it, some interactive links in it, all of them were completed by Douyin experts themselves, so you can feel that they especially enjoy this product and love this product.
The average age of users is less than 20 years old.
You also hope that with the help of this Douyin Aiduo Night, you can help them create a festival like this for the new generation in the future, and you can have such a party every year so that they can get together.
So we spent a lot of money to build this big party, mainly so that they can have more communication opportunities, more able to uh is each other uh get together with each other, and then this is actually our love for users to the extreme, because we do pay each other, and finally users will love you more, so let users participate in the entire product process, in fact, it can strengthen users, and the sense of belonging to this product is also Douyin, why do users love this platform so much, Willing to spend a lot of time on this platform, and then spend many hours a day to shoot a short ** of only 15 seconds to show a motivation for yourself, I think the sense of belonging is particularly important, well, for a large number of users offline parties and Douyin fight night is indeed a very special practice of Douyin, from here we can see Douyin, and why. The sincerity of the heart is very impressive, and we can also summarize the third factor to enhance user participation, that is, pay attention to a little retention of users, on the one hand, when the internal acceptance of gifts, there will be a desire for feedback, so as to increase participation and loyalty, on the other hand. Users are also more likely to have a positive view of products and businesses because of material rewards, and are more likely to cooperate with interactions and spontaneously carry out word-of-mouth publicity. It provides core users with the right to participate in offline gatherings and Douyin mourning nights, creating more opportunities for them to communicate, thereby enhancing users' sense of participation and a sense of belonging.
Ah, it sounds like scientific research, user research is a very basic for the product, but I like important work, and it is an important channel for the product to collect user opinions to determine the direction of improvement. Discussions, data analysis, on-site observation, etc., among which questionnaire survey data analysis is the most used by enterprises, what is your view on this? What do you think is the best way to discover user needs? Leave it to you to find the user I feel.
Well, the best way is not the so-called user questionnaire, or the analysis of user data, I think those are some of the more standardized ways and methods, and I believe that any product manager in any company will use them, but I think you have to really feel the user, in fact, you should integrate into the user's life. In life, you have to really see how he is using your product, well, and you don't just look at one case, you have to see many cases, you have to see a lot of your users, how they use your product in different time periods, different environments, and different states, and then analyze and abstract what kind of functions and ways you should provide in these different scenarios to be able to meet him in an all-round way. This is especially important for all the users who are actually using the product, and you must go out to the users, which means that you are hotter. The research method that can be more on-site observation allows product managers to establish a more intuitive and accurate understanding of user needs and product operation processes by integrating on-site observation into user life, and find some details that are easy to be overlooked, details, details, details, details, details, details, and problems, so as to generate more thinking. In fact, there is a misunderstanding in user research, and the misunderstanding is that many product managers will ask users such a question, hey, hello, what do you think of this product? The question of what kind of product features you want can lead users in the wrong direction. Ah, don't let users tell you how to do the product, but by observing the user's use process and habits, find out what can be improved in the product, so how does Douyin do it on the spot? Uh, what do you think is the key approach to reaching users? For example, in the early days, we will officially hold some small parties for this kind of users, and then we will invite some small interviews, such as more convenient users in Beijing, because the company is headquartered in Beijing, and then come to the office with everyone to have some kickoff in the office, but sometimes, we will also say uhand go into their lives. For example, they themselves may have some small parties done by the core users of Douyin, and then we will also, um, I hope they can invite us to walk in, and then go to play with them, and then go together to communicate on that party, right, so I think first of all, you have to create this kind of scene that can enter the user, yes, I think this is actually quite critical, so you can invite users to the company, this way of focus discussion, It can also be to participate in the core user party, this way of on-site observation, Bo development to create a scene that can enter the user, is the most important thing in user research. So a little bit good, through this part of the telling, we have a more in-depth understanding of Douyin's user view and how to gather seed users, how to conduct effective user research, etc., alas, we have a more in-depth understanding, thanks to Mr. Jiangnan, let's take a look, and then come to our course.