How to build a membership operation system belongs to the category of user operation. The essence of user operation is to lock users (understand the product and find where the user is) to complete the pull (achieving at the lowest cost possible), retention (making users addicted to the product) and active (increasing the frequency or duration of user use) Actions.
In the early stage of operation, the first priority is to pull new ones. After completing the seed user stage of the product, it begins to enter a period of steady growth. How to keep users is the most important topic.
At this time, a stable and effective member operation system can have a positive effect on the retention and activity of users for a long time, and when users are faced with many competing products, they will give priority to us.
01 Determine the purpose and value of the membership system
Before building a membership operating system, we must first clarify our goals, why we need to build a membership system, what problems can be solved, and how we can achieve our goals in the end.
1) Member's bottom value and purpose: to hold the bottom line of the product
The product uses the membership system to classify paid and loyal users, and then through the construction of membership rights to guard this group of core traffic; thus providing seed users for product long-term development or business extension, while avoiding accelerated elimination due to commercial competition.
For example:
like Taobao, JD, and Pinduoduo, three e-commerce platforms compete, but each has its own paid membership, and paid membership is the bottom line of each product.
JD.com has attracted many users who were originally Pinduoduo and Taobao to spend through the 199-100 event during a shopping festival.
Taobao will not be anxious about this, because Taobao has 1W+ 88vip, and more than 75% will expire next year. Jingdong needs to go through many campaign marketing to continue to develop this group of users. For Taobao, this 1W+ user is the bottom line of the product.
This is the value and purpose of the bottom of the membership under the product logic; therefore, we need the membership system.
2) Member operation value and purpose: drive user output value
The ultimate goal of operation is to be responsible for business. We set up a task system through rules, and users complete a series of tasks such as sign-in, active consumption, and so on to obtain growth value; growth value itself is a bargaining chip, reflecting the rights of members.
When users pay labor costs on the platform, the platform needs to settle the user's labor through membership rights.
When the user's labor cost on the platform is higher, the more rights and interests are obtained. The labor cost of the user is equal to how much money, how much is the cost of rights under each membership level, and how to maintain profit instead of loss is the focus of operational trade-offs. .
When users continue to deposit personal content on the platform through constant labor, such as creating social relationships, obtaining higher rights, and recent consumption content, etc., this will increase the migration cost of users and increase their loyalty and stickiness to the platform. Strong.
02 Pre-ranking members
Before grading members, we must be clear, what is the core of driving member promotion? This core must be linked to the core business of the product.
According to the different core business objectives of the product, we have different classification methods, one is based on the RFM model, and the other is based on the user status.
1) Classification according to RFM model
Through the RFM model, cross-analyze the consumption time, amount, and frequency to obtain the average number of transactions and consumption amount of active users, and further define the membership level based on the average value.
For example:
Level 1 membership (below average): The user's consumption amount in the past year is less than 1,000 yuan, and the consumption is less than 10 times;
Level 2 membership (average value): The user's consumption amount in the past year is 1,000 -2000 yuan, and spend more than 10 times;
Level 3 membership (above the average): users have spent more than 2000 yuan in the past year, and the number of consumption is unlimited;
The purpose of dividing membership levels in this way is to encourage users to continue to consume, and to maintain marketing for users who have contributed a lot in a short period of time or who consume less money but frequently. This classification method often appears with e-commerce platforms or similar products.
2) Classification according to user status
According to the AARRR model, the product will layer users. The user stratification of different products requires a comprehensive division based on user data and business characteristics. We usually divide it into 4-8 levels.
You may be wondering, why some product members are divided into 4 levels, while others are divided into 8 levels? Because the classification is linked to the task system of the product.
For example, the growth value of Didi members is the number of miles they earn. There is no other way to obtain them. Members are divided into 4-5 levels at most.
Products with more membership levels can be acquired through daily tasks, such as marketing tasks, activities, etc., in addition to core acquisition channels, so they will be diluted in membership growth rate and level.
After dividing the membership level, the next step is to name it.
03 Set the rights of different membership levels
Since members have a relatively fixed way of obtaining growth points, we must have obvious, distinguishable and attractive rights when setting different levels of membership rights. Otherwise, it is difficult to drive users to actively and frequently use products.
Second, the design of membership rights should balance benefits and costs.
To put it simply, it is to use the thinking of businessmen. For example, the membership benefits packaged by a gold card member is equivalent to how much cost is subsidized to the user. How much money can a gold card user spend on the product in a year?
Different product types, packaged membership rights are also different, roughly divided into six categories: basic rights, discounts, service expansion, content value-added, and point feedback.
Different products operate on their own according to their needs, but two points must be noted:
1) The setting of membership rights for different products must be distinguished by priority. Therefore, the membership rights are given more and less, which needs to be weighed.
2) The setting of membership rights is not constant.
For example, the data shows that the product accumulates a large number of gold card members in a short period of time, and membership rights affect the company's profit maximization. It is necessary to consider whether to increase the membership promotion threshold or reduce the membership rights;
Or more than 75% of the users of the product are stuck in the gold card level, it is necessary to consider whether the attractiveness of the rights is insufficient or the speed of obtaining the growth value is too slow.
04 Plan membership promotion speed and growth value
Generally speaking, the membership promotion speed framework should be 1:6:3 from high to low.
After we have divided the membership levels, we take a basic value and take the value upward according to the promotion multiple to get the growth value corresponding to each membership level.
Calculate the speed at which the task obtains the growth value, with 1 year (12 months) as the specified range, through five steps, continuously adjust the growth value, and finally get the required time.
1) We need to sort out the ways to obtain growth value.
2) Sort out the sub-tasks of each module and add growth value. You can select the range by shooting your head for the first time and make adjustments later.
3) The growth value of the subtasks under each task module is calculated on a weekly basis, and compared with the growth value set for each member level above; whether it is over or under; just adjust the control.
4) Membership downgrade settings need to refer to product business attributes.
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Original title: How to use operational thinking to build a member operation system
Original address: www.tongdui8.com/operate/detail/1585907772946/