Friends who are engaged in operations all know that operations need to be user-centered and comprehensively master user operations, content operations, event operations, community operations and other methods to help us achieve operational goals. Expanding it, there are 8 core words, namely 1 center, 3 goals, and 4 operation modules. Next, the editor will explain it one by one for you.
One center and three goals
Although the so-called operation in the Internet field today has not yet formed a systematic discipline, the generally accepted definition is: around a specific product, through integration A method to continuously improve the relationship between users and products using specific resources is called operations. In other words, operations are the bridge between products and users. The product is the responsibility of product managers and developers, so users are naturally the focus of operations personnel, so a center is obvious, and operations must be user-centered. In addition, operational goals usually change. In the early stages of product launch, attracting traffic and verifying product demand are the main focus; during the operation period, attracting new customers and promoting activation are the focus; during the promotion period, it is necessary to continue to attract new customers and achieve conversions, It is also necessary to continue to drain and promote activity. But in general, the goals of operations are nothing more than these three: verifying needs, maintaining users, and providing feedback on products.
Four major contents of operation
1. User operation
The first is user operation. The so-called users are the households that use our products. They can be Zhang San, Li Si, or Zhang San’s company. Li Si’s company can be either toc or tob. We must give these users To draw a model, you can refer to the pyramid model.
Celebrity users refer to those people who are well-known in society, whether they are celebrities or entrepreneurs. If these people use your product, they can help increase your brand's visibility and authority. Professional users are those who specialize in this industry and profession. They can understand the product very well, understand the users of the product, and understand how to play it. This group of people is basically the plug-in expert group for this product and can play a big role in the optimization and promotion of the product. Contributing users refer to people who can continue to use the product, produce content, and campaign for the product. The activity and liquidity of this group of people should be ensured. Active users refer to people who use the product frequently, and ordinary users refer to people who visit frequently.
After knowing who the users are, it is time to carry out user operations. The so-called user operation is to find ways to make these Zhang San and Li Si in the pyramid model continue to use our products. For example, getting close to him, doing fun activities with him, etc., finally made him recognize our product and buy it. Of course, in the Internet field, there is a special saying for this, called the eight-character motto of attracting new customers, retaining, promoting activation and converting. The so-called attracting new users means finding and attracting users; retaining means keeping users from leaving through incentives such as articles, activities, coupons, etc.; promoting activation means allowing the users who have already stayed to interact with each other and increase their activity level. ; The so-called conversion is to sell something to them so that they can pay, such as selling clothes, bags, games, membership cards, courses, communities, etc.
Since users are stratified and operations have different priorities, we must carry out different strategic operations for different user groups. How to operate? In a word, we must be professional. Operators are required to be professional, which involves the use of some basic methods and tools, article writing, community gameplay, incentive mechanism design, code optimization, data monitoring, etc. It is still a relatively segmented and For more technical matters, operators need to do in-depth practice while talking lip service.
2. Content operation
The second is about content operation. The so-called content refers to anything we can see, touch, and hear. It can be a picture, a sound, a video, an article, or the integration of all of these. This content may be to help users obtain information, such as Toutiao; it may be to help users kill time, such as Miaopai; it may be to allow users to learn in-depth reading, such as getting an app; or it may be to help users make consumption decisions, such as p2p financial platforms . Different content goals have different ways of playing, but the specific operation steps of the content are the same. The more common production process is as follows:
The first step is the portrait of the consumer group of the product or content;
p>The second step is hot spot collection and topic planning;
The third step is content structure construction and content production;
The fourth step is channel selection and content push;
The fifth step is to monitor the content data;
The sixth step is to modify the iterative content.
3. Activity operation
The third aspect is activity operation. Activities are all things that can be played and can produce benefits. In this operation-driven era, activities are a standard feature of every Internet company. Whether it is the Double 11 Singles Shopping Festival or the Christmas Eve carnival, whether it is to take advantage of the momentum or to build momentum, activities must be held. Borrowing money Gotta do it too.
Why should we do it? Either to attract user attention, or to stimulate user participation, or to strengthen user awareness, or to achieve sales conversion. Different activities have different focuses, but in short, the general framework of event planning is not It will change, and it roughly has these 9 steps:
The first step is to determine the purpose of the activity;
The second step is to determine the timeline of the activity;
The third step is to plan the event format and formulate event rules;
The fourth step is to follow up, design, develop, and launch the event;
The fifth step is to prepare promotion resources;< /p>
The sixth step is to do a good job in risk control and alternative plans;
The seventh step is the warm-up before the online activity;
The eighth step is the progress of the activity Monitoring;
The ninth step is to announce the results of the activities and conduct review and summary of the activities.
4. Community operation
The so-called community is a place where more than two people can play together, such as Douban groups, such as Zhihu topics, such as forum posts, such as QQ WeChat group. In short, in the Internet field, there are usually three steps to take to operate a community well:
The first step is a cold start. Find ways to find your own seed users, and fill community venues with basic content to create a basic atmosphere. For example, when Zhihu was first established, it used an invitation system to invite high-quality users, and invited Kai-Fu Lee and others to come and answer questions. When the questions and answers became content, the high-quality content would form an atmosphere, and then attract other users to participate, forming a cycle.
The second step is to explore the model, and it is necessary to understand the user needs, incentive methods, and community tonality of the community to be built; the third step is to quickly copy and scale, whether it is a WeChat group for reading or a speech QQ group;
It is also a star-chasing Tieba group. It is best to keep replicating it and have a few in every city, county and township.
The above is the operation mentality shared by the editor - operations need to be user-centered and comprehensively master user operations, content operations, event operations, community operations and other methods to help achieve operational goals.
The corresponding 8 core words are 1 center, 3 goals, and 4 operation modules. Have you remembered them?