The traditional AARRR model is like this: get customers first: let users find, see our products, and then download; then activate: let users be interested in you, think some functions are good, find the moment of AHA; then save: let users Stay; Income: The core allows users to buy, easy to use and willing to pay. Finally spread: Let users bring users (there is also a saying that spreads first and then income).
User pulls a new Acquisition
User activation
User retention Retention
User Recommend Referral
Business Revenue
This model is very good, and the routine is also very good. Basically, Internet companies operate in this way. Let’s go forward and analyze one more level. What is the theoretical basis of this routine? Is the user life cycle, which are:
Introducing phase: the user acquisition phase, which converts potential user traffic in the market into its own users;
Growth period: This part of users gradually physical examination of the core functions of the product, or complete the registration conversion, to help users generate the first transaction;
Maturity period: use more product and service functions, provide more prices for the platform, and become a paying user;
Dormancy period: A period of non-login is defined as a dormant period, e-commerce does not place an order, social interaction is not. During the period, the user value decreases, and the activity is also decreasing;
Loss period: Users who have not logged in for a long time are deemed to be lost.
These are very scientific and very logical. But I want to say, if we analyze this way, do users agree?
What is the result of such a bludgeoning?
The operating students tried their best to attract a lot of new registered users, but they did not convert? I tried my best to make them make the first purchase, but no repurchase. That is anxious to get angry. I thought it was to support the horse and send it off for a ride, but it turned out that I had to support it every time.
This user has no loyalty at all!
Operation is in love with users
When it comes to "user loyalty", the calculation logic of each company is different, basically in two directions: 1. willingness to repeat purchases; 2. willingness to recommend other users (NPS).
Although I am a data operations manager, my bigger identity is a girl. I understand the concept of loyalty this way: loyalty is not a continuous value that is not 0-100 , but a discrete value that is not 0 or 1. There were only 0 and numerous derailments.
If you don’t believe me, turn on your phone and check out the takeaway software. What is your loyalty to Meituan and Ele.me? Meituan must say that your loyalty to Meituan is close to 1, and the same is true if you are hungry. We clearly step on two boats, how come I am his only one in their eyes? And I will deliberately neglect Meituan or be hungry for a while, because there will be more red envelopes if I don't use it in a few days. Isn't this forcing me to start chaos and finally give up?
So what is operation? Is it an event? Is it a red envelope? Neither, then you can only get the user's body, not the user's heart. We can see through these methods at a glance, okay? Not advanced at all!
Operation is about falling in love with users. Only in this way can you completely get users. The truly advanced operation is to tell users: I love you!
Correct! This is enough! You don't need to send text messages, engage in activities, or send red envelopes, just let her know that you love her.
These methods can only attract profit-seeking users. Only by loving users can we gather "die loyal fans". A typical case is Xiaomi. What was the environment in the initial stage of Xiaomi's business? In the mobile phone market, there is almost no living environment. What is Xiaomi's response plan? Delineate the rice noodles, serve these rice noodles in a small area, and then slowly let go. So Xiaomi is not AARRR at all. Because when your product is not ready, the more A's, the more miserable you will die.
In the early days of the mobile Internet, there was an app for "Tonight Hotel Specials". The scene and users were very accurate. If you stay in a hotel tonight, you will immediately enjoy a 50% discount. The model is very clear, the pain points are also very accurate, A also does a very good job, rushing to the second day of Apple's free list on the second day of launch.
The results of it? They were too anxious, the product was not ready , the chain was not fully opened up, they were anxious to drain the flow, the product fell like a meteor, and the investment amount was quickly used up.
It's like dating someone online. There are so many beautiful photos on the Internet. When there is too much contrast, you will definitely die.
So we must operate according to the thinking of falling in love with users, which is too important. Once this idea is confirmed, other content can be clearly drawn out, such as the life cycle.
在谈恋爱的场景中，用户生命周期应该是什么？应该是陌生人、朋友、恋人和前男友。
你们看看运营计划里是不是有一个客户挽回的措施？删掉吧。没用的。对于休眠和流失的前男友用户，你可以问问身边的女生应该怎么对待，就知道该怎么做了。
而对于某些理科钢铁直男，你认为他们真的能体察用户的情绪，让用户爱上你吗？别痴心妄想了！这种事情当然必须得敏感、细心的女生来做才可以！
你真的爱客户吗？
现在很多运营的教程里第一条就是七宗罪。利用人性的各种弱点，快速吸引大批用户，而不是想着怎么爱客户。不可否认，这样的效果真的非常好。这个套路拼DD玩到了极致，比如砍一刀。
但是，身为一个女生，我是极为不齿的。你看看把这个小姐姐给逼成啥样了？
对，你是激活了很多客户，甚至还得到了很多新用户。那又怎样？你永远的失去了一个用户，而且，让更多人厌恶你！即便是迫不得已暂时在拼DD上消费，只要出现一个与拼DD相当的竞争对手，这些用户会毫不犹豫的背离你。
真正爱客户的公司是怎么做的？在这里我强烈安利一本6年前的书《参与感》。为什么说这本书呢？说迪士尼，太老了；说海底捞，离互联网太远了。只有这本书最合适，小米口碑营销内部手册。内容非常多，快300页，我给你抄几个目录感受一下满满的爱意：
用户模式大于一切工程模式
每个用户都是明星
小米论坛是老用户的家
用户在哪，就到哪做服务
再给你抄一段关于忠诚度的理解：
对于一个品牌，知名度意味着让用户听见，美誉度意味着走到了用户身边，而忠诚度则代表在用户心里。所谓粉丝文化就是看你的品牌有多少忠诚的用户。
雷军手稿里写着：把用户当朋友。我认为雷总不仅仅是把用户当朋友，而已经把用户当了爱人。所以当小米一个高层说小米的用户是屌丝的第二天就离职了，原因其实很简单，因为她不爱小米的用户。
海盗模型的正确使用方法
用好海盗模型，不是生搬硬套AARRR，而是要用“谈恋爱”的逻辑去思考与用户的关系。
把用户装进漏斗里，用户是不会买账的。只有把用户放在心里，用户才会爱你。所以可以参考RARRA模型，留存是核心。先确定产品是有核心竞争力的，我们是爱客户的。然后是激活，让用户看到你的价值，你的爱。当用户感知到你在爱她，她才会分享、讨论、传播。商业变现的套路很多，不同阶段的方式也不一样，也就不一定必须用户购买才行。最后才是鼓励老用户带来用户。
用户留存Retention：为用户提供价值。
用户激活Activation：确保新用户在看到你的爱。
用户推荐Referral：让用户分享、讨论你的爱。
商业变现Revenue：变现不一定是用户买单。
用户拉新Acquisition：鼓励老用户带来新用户。