How to do a good job in operation

Lead: In this era, whoever owns users is king. Any company with a large enough user base will have a strong derivative ability. Penguin's buttoning game, as long as it is done, based on a huge user base, will still have a strong revenue ability even if it is not brilliant. Now users are the most important part of Internet products. Even if your product is cool and cool, it will be a battle without users.

How to do a good job in operation? First, all operations must start with people, so the first important thing is drainage, which is beyond doubt!

When people come, do you want to find a way to keep users and be one? Fish pond? Pack them for your later promotion and final transformation. This is called retention (pay attention to the official account of WeChat, register members, join the WeChat group, etc. ), and the users who can't stay are worthless;

Someone told us to find ways to interact with them and make them interested in products, which is called promotion activities (attending activities, communicating in groups, leaving comments, receiving coupons, etc.). ). Traffic without interaction is a stagnant pool;

We stay and interact. We should consider how to improve the transformation (buying products, sharing fission, etc.). ), which is the fundamental purpose and ultimate goal of all operations;

Is it over? Of course not. How can I know whether the operation is effective or not? How should we adjust our strategy next? It depends on data analysis, which is the eye of operation.

So, it's like a line and a closed circle. Before you learn to operate, all you have to do is imprint this line in your mind, because every operation method and skill can find the answer in this line!

Second, less learning in operational research is the right way.

Why do you make the website so simple, teacher? In the past, I used to look for information on the Internet or ask my friends who are doing business. They all told me that website operation is very complicated, including user operation, activity operation, community operation, new media operation, content operation and many other things. I don't know where to learn first.

No! All wet! If a novice follows this idea, he will have to take a detour for at least three years (which still requires a certain ability to understand and summarize problems). Why do you say that? Because he doesn't know what the website operation is and what the purpose is. To put it bluntly, there is no overall thinking.

Without global thinking, how can you start learning complex and disorderly skill methodology without chaos? To put it mildly, it is called learning operation. In fact, this is called imitation operation, because what you imitate, you don't know why you do it, you just know, but you don't know why!

Fortunately, a small number of novice friends who are good at summarizing have been imitating for a long time, and may understand some rules. Then, compared with the long operation imitation career before, they feel that they suddenly have an epiphany and know what the website operation is for! But time is wasted.

The point, line and surface thinking I want to tell you about this kind of operation is to let you know the essence of operation from the beginning, to avoid your long-term summary (you may not be able to summarize it for a long time), and to learn all parts of operation and summarize your own methods with this holistic thinking, so that your efficiency will be half a thousand times!

Remember, don't think the operation is so complicated. What novices need to do is to firmly grasp the main line of operation shared above. As for many points around this line (skills and methods, such as event operation, user operation, new media operation, etc. ), you can learn slowly, so you learn less and less!

3. Point-and-line thinking is applicable to any form of operation.

Mastering the point, line and plane thinking of operation mentioned above can be quickly applied to any form of operation, such as event operation!

Drainage: Without a large number of target users to see your activities and accurate exposure, how can the activities be carried out?

Retention: Where will the target users be drained? Where to participate in activities? Are you concerned about the official WeChat account or registered members? Do you want to do statistics?

Promotion activities: there is no simple and clear way to guide users to participate in activities, so how can activities interact?

Transformation: After participating in the activity, do you want users to buy things or share forwarding? Have you thought about it?

Analysis: The activity is over. What's the effect? Who participated and who forwarded it? Do you want to accumulate experience?

There may be many small details to be considered in the operation of the activity, such as personnel arrangement, activity budget, theme determination and so on. These are all for better service, so this is the most important thing. If a novice learns this kind of thinking, are you still worried that you can't write an activity planning plan?

Let's take a look at the extremely hot WeChat business operation. We can also apply this idea:

Drainage: by analyzing the target users of the products, we can make accurate exposure, such as going to various QQ/ WeChat groups to attract people to operate!

Retaining people: where to guide people? What is common in the operation of WeChat business is the community established by itself;

Promoting life: how to let others stay when people come The common method in the operation of WeChat business is to send benefits, such as red envelopes and coupons. And then pull new fission through these people!

Transformation: The community has more people and better interaction, which can promote transformation operations, such as draining to its own stores or sending Taobao links;

Analysis: Which product sells best? What is the best way to retain users? A series of problems that need to be summarized are the best guidance for the future operation of the project!

abstract

Point-and-line thinking is widely used, covering almost all forms of learning. No matter what new knowledge you learn, you must first understand the general situation, that is, the framework of many people. The author has an image metaphor, just like building a house in a city. Build the frame first, and the rest of the work is to fill the frame with bricks! We should have such frame thinking, which is the first concern of experts before learning.