Within enterprises, the promotion and operation of management tools are often overlooked, and many tools are difficult to use widely due to the lack of effective promotion. This article will delve into the promotion strategies of internal management tools in enterprises, from how to select pilot users, utilize the acquaintance effect, to achieve wide coverage and efficient use of tools through management promotion and internal competitions.
Maybe everyone will have a cognition: why should the internal management tools of the enterprise also be promoted and operated, and can’t it be directly promoted and forced to use?
Indeed, many times the score says that the OA system, demand management system, etc. of the enterprise, for the clear internal employees must use the system, basically do not need to be operated and promoted, and a paper announcement can be issued and implemented
However, there are many tools launched for different scenarios, and not all employees must use them, and they cannot be implemented by administrative orders. The tools mentioned here may be a system or a new module or feature introduced within a system, which may be more common
In the face of so many employees and scenarios, even if we launch a lot of easy-to-use functions, we may not be able to cover the full population, especially after the launch of new functions, how to gradually improve the penetration rate and usage of tools is what our product managers should consider
Everyone thinks that operation and promotion should be the business of operation personnel, but in fact, as a product manager in a traditional industry, if we still only think about making product tools and not be responsible for our own products, then in today’s increasingly developed AI, the living space of product managers will become smaller and smaller, we need to broaden our ability boundaries, not only product design, but also operation promotion, business rule formulation, event operation, etc. need to be mastered
After 10 years of interaction design, why did I transfer to product manager?
After the real job transfer, I found that many jobs were still beyond my imagination. The work of a product manager is indeed more complicated. Theoretically, the work of a product manager includes all aspects of the product, from market research, user research, data analysis…
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As mentioned earlier, what should be done for the promotion and operation of internal management tools of enterprises?
First of all, we need to be clear about a cognition: there is an essential difference between the operation and promotion of the B-end and the C-end
You must know that the C-end is for customer acquisition and promotion in the public domain, and the B-side, especially the internal tools we are responsible for, are for internal employees, so there is naturally a big difference in the user group. On the C-side, we can achieve explosive growth through advertising, game activities, social media operations, new recruitment rewards, and even viral marketing, hunger campaigns, and other marketing methods.
The B-end naturally determines that many operation and promotion methods in the public domain are not applicable in terms of user groups. , but the methodology or strategic ideas in promotion can be used as a reference. I call it the [growth hacking] of internal tool promotion, and the following are some summary and thoughts I want to share with you on the front-line promotion of the banking industry to branches:
1. Pick peaches that are easier to pick
The reason why I say this is because if the goal is too big at the beginning, it is easy for us not to know how to start, and if we break it down into stages, disassemble it for the goal, and do everything we can think of, it will bring a certain effect and motivate us to continue to move forward.
I will not talk too much about the methodology here, but I will talk about some inspiration from the cases I actually did:
1. Find pilot users and open the preliminary situation
Before the product tool is launched, find the pilot branches and users in advance, let them experience and accept, it is best to iterate the product according to their feedback, and on the premise that the product polishing has not reached large-scale promotion, you must not do forced promotion, otherwise it is likely that everyone will find that it is not as expected after using it once, but will be in a more unfavorable situation
2. Brush your face and make good use of the acquaintance effect
This requires us to accumulate a certain amount of contacts, in the branch and the front line to have some friends who are willing to cooperate, prepare product function introduction materials, help them sort out whether there are suitable scenarios for their use, for example, in many scenarios they use email or manual to do the right thing, our digital tools can help them improve efficiency, bring value to them, and accumulate our first batch of seed users
3. Make good use of all the resources and channels we can think of as much as possible to expand coverage
As the saying goes, the fragrance of wine is also afraid of deep alleys, maybe our function is very easy to use, but after all, facing such a huge organization and user group, how to ensure that they know this tool, we need to take stock of all the channels we can use as much as possible: score group, email, pop-up, circle of friends, various online advertising space resources, etc., there is always a channel that can cover our target group
4. The functional design is more obvious and the hierarchy is more obvious
Many new features are not easy to use, but not known, so at the level of functional design, we must also think about how to let users see this function more intuitively. For example, in the scene that users are most likely to reach, add an entrance, and combine or open up with other high-frequency scenes
5. Product roadshow, training and publicity
This is a very typical B-end promotion method, find the target branches and users, and carry out product promotion and training for them, which has a bit of customer success, that is, sales thinking, and sell our products and tools through training scenarios
6. Take the initiative to explore the scenarios used by branches and promote them in a targeted manner
Through various other channels, we learned which branches and users have been doing a certain job through some other ways before this tool, and our tool can help them do this better thing, and we can find the corresponding docking person to do this work, and carry out targeted promotion
The above means and methods are basically single-point promotion, which will have a certain effect, but they still need greater economies of scale to achieve better results
2. Leverage benefits, explosive promotion
To achieve breakthrough growth, it is still necessary to leverage potential users through explosive scenes or star functions to bring viral spread
1. Iron still needs to be hard, do a good job in user maintenance, and achieve word-of-mouth communication
This is a necessary prerequisite for us to achieve large-scale promotion, when we accumulate a certain number of users through single-point promotion, we must extensively collect their experience and suggestions, constantly improve the product experience, build a good user feedback channel, and do a good job in user maintenance, which is likely to achieve the coefficient benefit of 1*N, that is, 1 seed user, through word-of-mouth communication, can bring N users from other departments of the branch
2. Management promotion and policy formulation
In fact, this method is not particularly good, that is, the aforementioned administrative means, more hope to influence users through the value of the product itself. But to change the way of thinking, by influencing the management, and then affecting the specific implementation and use of the people below, there is no resistance than we directly promote it to the users. Through administrative means, we must ensure that our tools can really bring practical value, otherwise it is not recommended to promote them through administrative means
3. Internal competition and make good use of the incentive mechanism
First of all, take stock of what incentives the department already has, and whether we can take a ride; In addition, if we have a budget, we can hold similar competitions around our tools, such as the popular deepseek creation contest, AI writing contest, etc., to mobilize users’ enthusiasm for parameters
4. Cooperate with other departments to promote
That is, learn to take advantage of the strength, think about what key projects other departments are doing, what our tools can help them do, and what value they provide, instead of directly letting other departments meet your requirements
The above is my thinking on the promotion of some internal management tools of enterprises, many places are actually not doing well, for example, how to integrate C-end fun promotion methods, you need to continue to practice to find better ways and methods
