How should the operation be done?

How to operate? Operation is the planning, organization, implementation and control of the operation process, and it is the general name of all kinds of management work closely related to product production and service creation. Operation is an essential part of a product to continuously provide value to users and create profits for enterprises. Let's see how it works.

1 How to operate:

Briefly talk about the process, taking an activity as an example.

Step 1: The boss will finalize the KPI with you. But not limited to daily average or peak order number, customer unit price, ROI (return on investment), retention, etc.

Step 2: When you get the KPI, you should make a good plan and think hard.

Step 3: If there are new pages and product requirements, draw demonstration logic and associate the product with design and development resources.

Step 4: Set investment rules and targets at the same time.

Step 5: Usually, the owner of the activity also plays an important role as the project manager. The next step is to track the quality of the first test-review the feedback until the final acceptance is completed.

Step 6: After the activity is launched, we need to pay attention to various data indicators such as traffic, conversion and sales in real time, and optimize the corresponding links, such as the optimization of copywriting and pictures, the adjustment of commodity sequencing, and the monitoring of red envelope distribution.

Step 7: After the activity. To maintain normal operation, the next step is to analyze the advantages and disadvantages of refining.

A. content output:

As a copywriter, if you want to be a literary youth, you should be funny, ridicule, walk in the atmosphere of promotion, and occasionally write some shy dirty jokes. Content can be roughly divided into four types:

-Banner, Push and SMS copywriting in the marketing direction, focusing on attracting users to click;

Second, the shopping guide copy is biased towards the recommendation direction, deeply excavating the characteristics of goods or service providers, and improving the promotion and transformation of content packaging;

Third, the content described by rules, the play of activities, the related standards and functional descriptions of products need users to understand simply and directly;

The fourth is the soft text related to the scene, which arouses users' interest and arouses users' needs through stories, paragraphs, topics and shopping scenes.

B. resource control:

Activities and channels are resources. There will be competition when resources are limited, and the management of resources needs to establish rules. Otherwise, someone will ask what the standard of resources is and why he can't fuck me. This involves the horizontal division of industries and categories, as well as the vertical stratification of business head, waist and tail. In detail, it also includes the same page, the adjustment and optimization of commodity sorting.

C. data analysis:

Because I am mainly responsible for independent channels, my work is more biased towards product operation and attaches great importance to data analysis. The main indicators of my analysis are click, conversion and order, focusing on the funnel-shaped layer-by-layer conversion loss, analyzing the reasons, and further optimizing the operation means and product functions. It also includes weekly and monthly reports to analyze the trend changes in a stage.

Data analysis is really important, from which angles, which indicators are needed, how to compare and analyze different indicators horizontally and vertically, what does the change of data represent, what are the reasons behind it, and what improvement measures are there. From complete ignorance to gradually having a set of thinking methods, I think data analysis is one of the biggest gains since I started operating. Data is an objective standard to evaluate the effect and an important means to assist scientific decision-making. Operators who can't do data analysis are blind.

D. communication;

Doing business often feels busy today, but it seems that nothing has been completed. Many times I am tearing and arguing. Oh, no, it is still under discussion. As the demand side, we need to communicate with students in product, design and development to ensure that the demand is not deformed and achieve the final effect. As a resource side, we need to communicate with students from industry businesses and clarify rules and standards.

E. chores;

It is said that the operation is trivial because in addition to arranging the above major tasks, we have to quietly bow our heads to inspect the goods, make maps, compile pages, market backstage human flesh operations and even purchase and deliver goods.

These are all things to be done in operation. I've covered a wider range. Subdivided, it actually includes three positions: content operation, activity operation and product operation, and the focus of these positions is refined.

How to operate? Operation is the planning, organization, implementation and control of the operation process, and it is the general name of all kinds of management work closely related to product production and service creation. From another perspective, operation management can also refer to the management of designing, operating, evaluating and improving the system that produces and provides the company's main products and services.

Content operation: improve the content quality of products by editing, integrating and organizing the content of APP or website, and then spread it by other means to enhance user stickiness. Including content collection and creation, editing and publishing, optimization and dissemination.

User operation: users are the main body, serving users, guiding users and active users are the core work, and being close to users is the most direct channel to obtain users' needs. Knowing what users need can better serve users, master the structure of their own users and grade users appropriately.

Activity operation: Activity operation can quickly reach KPI in a short time. The main process of activity operation includes planning scheme, organizing activities, publicity activities and recovery activities.

Channel operation: Channel operation is a means to bring new products to you through all available resources and flows. The main task is to consider how to bring the most users with the least money. Channel operation mainly includes free, paid, volume exchange, network accumulation and so on. It mainly involves two aspects: one is to expand new promotion channels and opportunities, and the other is to do a good job in daily maintenance of existing promotion channels and promote diversified cooperation. The usual daily work also needs technical, administrative and financial support and timely data docking.

How to operate? If a person wants to operate well, he may need to have some consciousness.

First, some necessary basic qualities, ways of thinking and work habits. Such as: input-output ratio, process consciousness, late return consciousness, etc.

Second, at least one operational hard skill can be obtained, which can directly bring output. Such as: copywriting, content production, activity planning, user maintenance, data analysis, etc.

Such as goal-oriented consciousness, work generally has two attributes, one is functional support work or goal-oriented work. But many operations have turned the original goal-oriented work into functional support, such as interacting with users. Many people just ask customers and then return to operation, without purpose or direction. If user interaction is goal-oriented, you may pay attention to whether other users are also paying attention to users' concerns, make a summary and classification, and then feed back to the product or designer.

As far as efficiency is concerned. With efficiency awareness, all your time and work may be costs. Therefore, I will think about how to make my output bigger at the same cost. How to optimize your input-output ratio? etc

In fact, according to the goal orientation, a good operation is to find the input-output ratio and get the results you want through continuous thinking, judgment and execution.

To do a good job in operation, I think there are three graspers:

Grasp one: data

It takes 30 minutes to go to the company every day to sort out the data of the previous day and benchmark it every day. How big is the gap between you and your goal, so that you can know what you want to do next.

Grip 2, compression resistance

The so-called anti-stress is not to make you work overtime, but to say that you have to fight against stress. Don't talk to the leader or boss, because the product manager or developer didn't give me priority, so my needs can't be realized and my goals can't be achieved. You have to use your head, but you can't. You should seek help as soon as possible.

Hold on to number three,

Logic and order

Operations always seem to have endless things to do, so you should use logic to help you gain insight into the key points of things; You should use organization to help you sort out your priorities. This will make your time arrangement more efficient.