The Most Comprehensive Operation Strategy, Teach Novices How to Quickly Learn to Operate.
Those who are new to operations will definitely encounter many unexpected bottlenecks. From many questions, FOMO chose three more representative questions:1. I don’t understand the essence of operation, which is confusing for appearance; 2. I don’t have the idea of independent operation; 3. I am confused about how to choose the direction of further operation.
Based on the above questions, FOMO has prepared the following four solutions for operators.
1. Understand the Internet business model, which is the basis for understanding the nature of operations.
2. Understand the operational logic of operations
3. Have the idea to independently carry out operations
4. Follow-up self-improvement operation direction
1. Brief description of Internet business model
The birth of the Internet operation post relies on the very special business model of “Internet business”: attracting users with free services, and then earning profits through advertising, membership, value-added services, e-commerce, and game virtual props.
In other words, the “products + users” of Internet companies together form the basis of commercial value. Without users, Internet companies are worthless, no matter how excellent the product is. Conversely, the more users, the higher the quality, and the greater the influence (charm) of the product on users, the greater the commercial value.
The three major elements of users, quality, and influence together constitute the value foundation of Internet companies. It is worth mentioning that usually its commercial value depends on the shortcomings of the three: For example, some vulgar content information platforms, although claiming to have hundreds of millions of users, their commercial value is even far less than that of thinking with only a few million fans. The fundamental reason behind this is that the quality of users and the influence of users on the platform are far lower than the latter.
Unfortunately, many Internet companies don’t seem to realize it.
Therefore, statements such as: “The more users and the closer the company is to the users, the greater the value…” This statement is one-sided and inaccurate.
In short, from the composition of the Internet business model, it can be seen that the core tasks of the product post and the operation post are to do the three pillars in the above figure: the number of users, the quality of users, and their influence in an impartial manner.
2. General knowledge of operation: essence, operation, basic concepts
After understanding the business model of the Internet, it is much simpler to understand the nature of operations.
Of course, you said, isn’t the operation just to pull new and promote life? That’s right, “innovation, promotion” does sum up the work surface of operations, but only at this level, operations are still looking at the flowers in the fog, and it is easy to get lost in actual work execution.
The so-called definition of operation should at least be able to guide our work:
Operation is based on specific products, guided by the company’s phased development requirements, through the allocation, implementation, and optimization of operating resources (human, financial, and channels) to continuously improve the relevance of the product’s target population and the product.
3. Knowledge system required for independent operation
Next, we will formally introduce how to “build an operation knowledge system” so as to be able to carry out operations independently.
At present, most of the articles are only at the operational “business level”, which is just the simplest and most superficial.
For example, what modules are in the operation, what each module does, what traffic, channels, tools, etc., are all skills that can be learned in a short time.
However, there is little talk about how to start and think about different operational problems, this “operational thinking level”, and what solid “academic theoretical support” is needed at the lower level.
However, the core competitiveness of operations is precisely reflected in the latter two-the part of the iceberg that sinks under water.
In reality, whether you are engaged in content operation, event operation, user operation or channel promotion, if you pay a little attention, you will find that the thinking, analysis, and decision-making in the operation process are all inseparable from the bottom two layers in the figure: “ The support of “thinking layer” and “underlying knowledge” will be applied whether consciously or unconsciously.
1. Product value insight
No matter what product our operators are trading, we must first have a deep understanding of it. What is the product value proposition? Which problems of which types of users are solved? What are the competing products in the industry, what is the market share, and where are the advantages and disadvantages……? Operators must be aware of these issues. This is the first step in operational thinking.
2. User positioning, research and analysis.
Through user positioning and analysis, we can preliminarily judge which channel the target user is concentrated in, and how to contact them is more appropriate and efficient.
3. Goal-oriented awareness
Goal orientation can be said to be one of the most important awareness of operators, but many operators have no concept of “current stage goals”.
For operations specialists, the phased goals usually include: maintaining or increasing the reading rate and forwarding rate of certain types of content; maintaining or increasing the visit volume and conversion rate of e-commerce; maintaining or increasing the number of new users (fans) in a certain period of time; User activity rate of a certain part of a function; an attempt to attract new users through a new channel and cost-effective evaluation; a new method of activating user activity rate and cost-effective evaluation, etc.
4. Channel sorting and evaluation (to attract new users)
For the sole operational responsibility, when we receive a phased goal (here refers to new users), we usually have to evaluate various user contact channels, evaluate their cost performance, and contact methods, and try to rank them according to their advantages and disadvantages. Make contacts. We need to do our best to collect user density, contact methods, contact costs, etc. from various channels.
5. Overall planning
Regardless of whether we are going to expand new users on a certain channel, or activate users through a certain strategy or achieve the transaction rate of a certain type of product, we need to plan in advance, including: which participants are involved in the entire process, and what is their division of labor, When will it be completed, what quality needs to be achieved, whether the entire user participation process has been tested, whether it is smooth, and so on.
6. Data target identification and burying points
When we set the target for each implementation of the operation strategy, it means that the data target this time is also determined, and what our operators have to think about is: for the data target, whether the existing resources and conditions can capture the corresponding feedback data? If not, what steps are needed to bury data? Do you need R&D assistance?
7. Data collection and analysis
Remember to collect, filter, and clean data during each operation implementation process, and then analyze it according to business needs for decision-making. Data always serves the business, and insight into the meaning of the business is the main premise, otherwise no matter how powerful data analysis is, it will be useless.
8. Input-output ratio evaluation
Although this is a special consideration for personnel above the level of operations manager, FOMO believes that as an excellent operations specialist, you can also cultivate this kind of self-assessment through the input-output ratio to carry out “operational iteration” working habit.
In addition, our operators had better develop the habit of recording daily operation diaries, summarizing daily operation gains and losses, and recording key data.
9. Insight into user needs
As the most frequent and deepest contact with users in the front line, operations naturally shoulder the important task of detecting changes in user needs at any time, or tapping the deep needs of users, and at the same time as complete as possible feedback to the product manager. (Of course, as the management of an Internet company, you must formulate corresponding incentive measures for this)
4. Brief description of operation entry positions
1. Content operation (new media operation)
There are two main purposes of content operation. One is to provide content information for users within the product, or to organize and maintain a good content ecology (UGC), that is, to improve user experience and activity rate; the other is to use its own content to distribute on various external content information platforms to obtain new products for the product. user.
Therefore, if you are sensitive to content and copywriting, are more active online than in reality, and are particularly capable of appreciating and judging trends in the content areas for which you are responsible, if you have the original ability, then content operation is a very suitable entry for you. post.
2. Event operation
Event operations also have the dual purpose of invigorating and promoting activities, that is, planning various online or offline activities according to the characteristics of the product and use, and under the right conditions, solidify cost-effective activities into a regular activity mechanism .
Therefore, if you can sensitively grasp which activities users are passionate about, and are good at deductive planning of the entire event process, have rigorous organizational capabilities, and project promotion capabilities, then event operations are very suitable for you. For companies with infrequent activities, the children’s shoes of the event operation post usually also have the responsibility of content operation, so having copywriting ability is a powerful plus.
3. User operation
Responsible for building a user operation system and fine-grained management of users. To put it bluntly, it is to screen different users, such as new, inactive, active, VIP users, etc., and formulate different management, operation and maintenance measures for them to improve users Retention rate, activity rate, loyalty, the ultimate result of efforts is to enhance the platform’s influence on users.
If you are careful, sensitive to data, and have a strong sense of service, user operations can start.
4. Product operation
Product operation is usually responsible for the entire operation of independent functional modules, including introducing user usage, obtaining user feedback, analyzing user data, and proposing optimization measures for product functions according to needs. It is very close to the product manager’s responsibilities and user operations. There is a certain overlap in the work.
Product operations require high comprehensive capabilities. If you have confidence, broad knowledge, and love to study and interpret human nature, then product operations welcome you.
Through this article, I believe you must also summarize the core thinking points of carrying out operations:
1. Insight into product value
2. User positioning and analysis
3. Goal-oriented awareness
4. Channel combing and evaluation
5. Overall planning
6. Data target recognition
7. Data burying point, collection and analysis
8. Input-output ratio evaluation (operation iteration)
9. Insight into user needs
10. Dynamic analysis of internal and external environment (advanced skills)