The play of operation talent is so related to the product, it is very important to choose a good team, and this choice is even much more important than effort.

▎Revelation 2: do operation also need to learn more about the product

The future of operation must be user-centered operation, do not understand the product does not understand the user's operation is no future. Understanding the operation of the product, and understanding the operation of the product, is the next era of the most popular occupation.

▎Revelation 3: more mastery of the underlying methodology and core skills

More thinking about the deep-seated laws and the nature of finding the underlying methodology, rather than just staying in the pursuit of individual powder increase skills. Cultivate the ability to also choose after the platform change, but also still ate some of the ability, such as writing copy, understanding the needs, planning activities.

So if you look at "operation", it's actually two parts: "operation" and "revenue".

When we start the operation work, we need to realize that different products and companies have different needs for different operation positions. For example, if a product is content-focused, operations are needed to improve the quality of the content; if a product is user-focused, operations are needed to communicate with users in a sincere and timely manner; if a product is activity-focused, operations are needed to design creative and practical activities, and to promote the activities on-line in a practical manner; meanwhile, it is necessary to realize that because operations are usually result-oriented, different indicators will be valued at different stages. For example, in the brand building period, the important indicators are "traffic, exposure", in order to facilitate the promotion of the company's recruitment, financing, business cooperation; such as in the user growth period, the indicators are "user volume, user growth rate", different levels of users correspond to different values; Many novice operators will say "our product is not good-looking, so no one uses it" or "our budget for this activity is too small, so we can't attract people" when they report their work to the leader, but these are more often than not just excuses, the key to the operation work still depends on whether the operator is good at it or not. The key to the work is still to see whether the operator is attentive to establish contact with the user, and ultimately lead to continuous interaction between the user and the product, the user and the user. In the common operation system, we can stratify/categorize the operation personnel according to the grade or sub-field. If we categorize them by rank, they can be divided into "operation specialist", "operation manager", "operation director", and the difference between the three is as follows: operation specialist -Others tell you how to do, beyond the expected implementation can be; Operations Manager - Operations Director to set goals, beyond the expected completion can be; but need to pay attention to the operations manager needs to have the skills have not been specific how to do, but through the phenomenon to see the essence of the understanding of why do, and then from the many means to choose a most effective way to let the operations specialist to implement. Effective way to let the operation commissioner implementation; when you can summarize a set of effective operation mode and profit model you can become a director of operations; operations director - the company management to draw up the target for you to carry how many KPIs; if the segmentation of the operational staff's job responsibilities for classification, you can be in accordance with the "content operations ", "user operation", "business operation", "new media operation" or "promotion operation" and so on.

So at this stage, the main thing to consider as an operation specialist is to reflect on and improve their ability. Horizontally, we need to focus on cultivating our own multi-faceted capabilities, such as data analysis, copywriting, event planning, business docking, etc.; vertically, we need to focus on improving our professional knowledge of the positions we are currently engaged in and the industries in which we are engaged, and to focus on the ultimate.

;Second, operations manager

After the operations manager, for example, usually requires 3-5 years of relevant work experience, this period, the work of the operation is no longer a miscellany, but a clearer goal, system and system; also from the right to speak low to a certain degree of discourse; and at this time, the care is no longer personal KPIs, but the whole team KPIs.

So at this stage, as the operations manager needs to be able to continue to polish the operation ability in the vertical tender, to achieve the operation of each position are aware of a particular position is particularly proficient; horizontal can refine the ability to communicate and coordinate the ability to manage the project, the ability to lead, etc. Because of this stage, more face is the deployment of resources, the department, the cross-sectoral communication and other issues.

Three, operations director

Lastly, for example, operations director, operations director usually requires more than 5 years of relevant work experience, more than 3 years of operations management experience. During this period, more tactical and strategic aspects are considered.

After arriving at this stage, operations directors are internally responsible for coordinating the work of various departments, establishing a sound teamwork mechanism, participating in the company's overall planning, and improving the company's operations management; externally, they are fully responsible for the company's marketing and product promotion, and for maintaining and expanding the relationship with various channels.

As a newcomer to the operations industry, you must remember to have a clear understanding of your own career on this basis, and reflect and summarize in your daily work. Do not go with the flow, do nothing, or will wait until after accumulating a certain number of years of work to find that they do not have the knowledge and thinking of the operation.

Operation personnel in the work, regardless of any position or type of work, need to have the following basic ability:

1. Into the user, and the ability to mingle with the user

Through the process of long-term interaction with the user, we can understand the user, to find out the characteristics of the target user, so that in the user group to form their own word of mouth. In a way, those who can mingle with the users must know the needs of the users of their own products and platforms very well.

The so-called "user research" is often reduced to "useless tasks" that can only be used as a reference, while what kind of activities need to be designed in the daily work, and what kind of meaningless steps can be omitted, is the real knowledge that can be gained through user insights. What you need to design in your day-to-day work, and what meaningless steps you can skip, is what you can really gain from user insights.

2. The ability to drive users and control their psychology

User-driven, in fact, has two meanings, one is that we can understand and grasp the needs of users in the process of contacting them. The first is that we can understand the needs of users in the process of contacting them, so that we can optimize and improve our products, operation methods and strategies; the other meaning is that we need to guide users to the direction that is beneficial to our own work.

Outstanding operations staff will have a certain degree of psychological literacy and understanding. Just as when we meet the user, we can analyze the TA based on the TA has the label and communication style, and finally come up with the corresponding countermeasures.

3. Self-regulation and mood repair ability

Because the operation work is often boring and tedious, do no sense of achievement, and even in the department and the company can not find a sense of existence, reporting work may not be able to find the highlights and suspect that they are wasting time and life.

So the ability to self-regulate is a must for every operator. In the work of the nails, next time to pay attention to on it, in the consideration of planning activities in the imperfect, and therefore led to the emergence of problems, next time to correct on it. A lot of things are not necessary to drill the bull's-eye.

4. Self-judgment, self-knowledge ability

What stage you are in, the state of work and the next step in the planning, there should be a basic judgment. The conditioned reflex of operation work is actually when you get a certain work or hear others tell a case, the mind will immediately present a picture and scene, analyze the premise and possibility of the existence of the problem, as well as to solve the key point in where.

Based on the problem to find a method, based on the method to summarize and abstract theory, based on theoretical research and methodology to practice trip thinking.

5. The ability to think differently

In fact, to some extent, thinking differently is to respect the user. We should believe in the user, the user really as with you *** build this platform or product partners, not just your tools. By experiencing other people's emotions and thoughts, understanding other people's positions and feelings, we are able to think and deal with problems from other people's perspectives. Ultimately giving users a product they love.

6. Learning ability

Operation is about comprehensive ability, ability to comprehensive, do the work, will be more comfortable, the operation of the work, by no means pay attention to a single ability. Every day in the Internet there are countless cases of operation, they may succeed or fail, but whether they can sort out the knowledge from these cases, whether they can operate in their own after the operation of the work of this knowledge is the test.

At the same time, you also need to think carefully about what kind of operator you want to be in the future, and what position you want to be in after you turn 30. There is a clear goal of learning, is certainly half the effort.

7. Execution

Leaders or superiors to deliver the work, remember to break down the work, and in accordance with the specified plan, the implementation of the plan, the completion of the plan mode of operation, rather than honestly without thinking about it, in the direction of their own operational goals and efforts to continue to move forward, the god of operation is not you. Finally, don't forget to live. It is certainly a cool thing to watch the number of users' participation in the activities planned and operated by you skyrocket, and the PVUV of the thematic pages designed and promoted by you rise like crazy. But always remember not to become Freak, to find those people and things in your life that you deserve to love, spend energy and time on, don't wait until they're gone before you regret it.

Operation of the main 3 things to do: pull new, retention, promote the living

One, pull new: to put it bluntly is to promote, including online and offline. Online: including app store promotion, website resource exchange, station hair promotion, SEO, microblogging, WeChat, q group, EDM promotion. Anyway, it is to think of ways to pull people over, app store promotion this piece is not involved, other things are done, so you at least know how to do it

Offline: most of the companies to do less, before the annual more than 10 offline activities: including their own activities and other people's joint activities in two forms. Do-it-yourself activities involve planning, organizing, executing and negotiating with venues and businesses. Cooperation with other units, such as soccer matches, public welfare activities, etc., mainly involves negotiation, the company's integration of offline activities in the light. Offline cost is high, narrow coverage, so through the combination of online and offline forms, amplify the role of offline pull new

Two, retention: through a variety of means to stay users

1, points, the first due to the company's then-points system with seven or eight years slightly loophole, their own manual design of a points system, although it is manual, but the effect is good, especially for the core user The cohesion of the enhancement of the company's other 34 teams also borrowed. The second company reference review and other food sites designed a set of points system: including growth system and wealth system two systems, and then for various reasons, this business was passed away. The third company, they began to concurrently WeChat product manager, so do a set of WeChat points system, covering the number of users more than the number of members of the site. In fact, in large companies, most have their own points system, need to do less, but each department has its own little ninety-nine, want to circle their own users, so also do a variety of systems. If the points system with a good, you can achieve a good circle of users, of course, not all sites need to do points, consider the ROI it

2, activities: the purpose of the activity, the form of the activity, the object of the activity to think clearly on the good, here the object of the activity I mainly positioned him as: new users or old users. Activities for new users, simple enough, layers of lure; for old users is to highlight what they want to give us, can be slightly targeted, slightly more complex

3, content

Content supply, the main two points, one is: to provide the content users want Two is: to facilitate the user to find their own desired content. The content contains a lot, not only contains posts, also contains goods, can provide them with content they are satisfied, they are willing to stay. Another is whether they are convenient to find the content (goods) they want. Take e-commerce, Amazon's thousands of thousands of people, through the data to push the content they want, on the contrary, part of the real estate website, a large number of false listings, it is difficult for users to find the content they want. That's why there are honest listings area, as well as a variety of topics, the purpose is to be able to break down the content through the label, to help users find the content they want .

If I were to do a community operation, I would divide the content sources into 3 parts, ugc+pgc+homemade content. And use the principle of two or eight, ugc reaches 80%, pgc reaches 1.5, homemade content reaches 0.5 or even a little lower.

4, strong user relationship chain

Beginning to do operation, the seed user is very little, which requires us to establish a good relationship chain between the operator and the user, and when the operation is mature, you should make every effort to build the user's relationship chain, and through the control of the core user in the user's relationship chain, to control the overall user. For example, the mother group, they will regularly do part of the online and offline activities, we can give support; for example, travel hobby groups around the world; there are also we also cooperate with public welfare organizations, online user mutual diversion, offline cooperation and promotion, so later Xiaomi, Levitte's various groups of the same city will also be this form. And through the conversion of online and offline: from online to offline, and then to offline, to enhance the user's relationship chain. Legend has it that the person in charge of the millet community is from our company in the past

Three, to promote the living

Part of the retention of the living included in the promotion of the e-commerce company will have a variety of promotional activities, it is simple to talk about through the user lifecycle to labeling of the user to do the way of fine-tuning the operation. Take the Internet financial sector: can be divided into user transaction line and non-transaction line. The transaction line is for potential buyers to be converted into buyers, while the buyers make him repay on time and conduct more transactions. For the non-transaction line, they will generate word-of-mouth and help you spread the word; some of these active users will be transformed into KOLs, or even community managers, and so on. Since each target group has different expectations and their pain points are inconsistent, the direction of activities you do for such users is also inconsistent. Label the users and take the path of refined operation.

Bullshit so much, then how to operate the advanced stage of what needs to be done?

First of all, let's take a look at the professional skills: at that time in the first company is what all do,

1, learned Seo. not fine, but the theoretical level of the crown decision of the company, haha. Not a necessity, but very beneficial to the follow-up

2. office ah, this needless to say, 3 need, the more skillful the better, this year to help the company a few vice president to do 3 months of data.

3, due to the previous topic to do all by yourself, so enroll in a class to learn the ps and dw. as the operation, these two best will be a little bit, especially ps basic essential.

4, the other, I think it depends on the individual, such as before every month will read a work-related books, and then make notes down, easy to brag about later; such as skillful application of Xmind, axure these, can try.

5, anyway, do not be afraid to do operations on the miscellaneous, in addition to their own specialties, focus on the point, try to expand the knowledge

So, an operation of the growth of the different phases, to need to have the ability to do what?

Junior operation:

1, execution and self-driven: do not expand, before the interview of everyone, I will ask this question

2, the ability to deal with software: especially at that time for the requirements of PS, DW, including the use of office, the skillful use of any one of the necessary software, is a competitive advantage

3, the control of content: 1) the use of the content of the company's business, including the use of office, the use of any one of the necessary software is a competitive advantage

3. Content control: 1) to provide users like high-quality content, can refer to what was said before, the needs of each site is not the same 2) activities of the program capacity: will write programs, ideas, understand the process

4, the basic ability to promote: whether it's WeChat, microblogging, Q groups, EDM, etc. will be a point of understanding of SEO what a little

5, the user to maintain the ability to be good at communicating with users, mastering some of the core network relationship, is a competitive advantage

5, user maintenance capacity: good and users Communication, master part of the core network relations, can collect user feedback, to pseudo-pure.

6, learn to look at the data: public BA, GA, TA background, some companies have their own development of the background

Intermediate operation:

1, the overall implementation of the activities of the ability to: Especially for the organization of the activities of the nature of the cross-over, for example, the recent Christmas activities, the joint group of five other professional companies to do together, involving the product, the development of all the resources of the operation, and the group of other professional companies to docking, and the group of other resources, and the group of other professional companies to do together. The docking of all resources, as well as the joint promotion of the other 10 companies in the group; for example, in the previous work of the need to involve in offline activities, done in a large shopping center, covering thousands of people, all need a strong program and site control capabilities. Doing operations, activities is indeed a hurdle that can not be bypassed, one is to do the activities in style, the second is to do a novel, results-oriented

2, the user's ability to control: mainly on the user's relationship chain of control, to enhance the user's viscosity. Even many companies will recruit a separate user operation position, very important, especially for community users

3, data analysis capabilities: through the operation of the data to see the problem, as well as to solve the problems in the operation of the phase out of the solution

4, know the accumulation of resources: a variety of resources for their own work

Senior operation:

1, the overall Operation control: the overall product promotion point, product stage and future operation focus, product innovative operation point, and business

2, operation planning: according to the business, product

3, the team's ability to control: 1) focus on creating a harmonious team atmosphere, when team members of the team atmosphere is the best 2) let team people follow you to grow together, before a number of The team members went to other companies to do supervisor with the team. 3) Cultivate the team's atmosphere, can be labeled: before the team every national competition is the first, the wolf culture is slightly heavy, super results-oriented