How did the operation director or operation manager grow up?

Chief Operating Officer (COO), also known as COO. This position should be fully responsible for the company's market operation and management; Participate in the overall planning of the company, improve the company's various systems, and improve the company's management level; Promote the company's sales business, promote the company's products, and organize the completion of the company's overall business plan; Establish the company's internal information system to promote the company's financial, administrative and human resources management; Responsible for coordinating the work of various departments and establishing an effective team cooperation mechanism; Maintain and develop foreign relations in all aspects; Manage and motivate the performance of the department.

1 1 Worked as an intern in an Internet company in the second half of the year, 12 graduated and worked as an operation manager in a project invested by innovation works. 13 in the second half of the year, responsible for an internal incubation project, making a profit. During this period, I published the first book about the interview of product managers. 1 1 In June, I worked in a company founded by a friend.

1. 1 1 year, senior year, operation specialist.

Let's start with the first job. Call it community operation. Why did you give up BT's offer to do community operation? The reason is very simple: because the leaders at that time said that this was an internal entrepreneurial project, the company would go public with this project. At that time, the idea was relatively simple, and I thought: if it is realized, the road to marrying Bai as CEO is not far away. So I accepted the proposal without hesitation. In the first 20 years of my life, I never left Hubei Province. I came to Beijing alone with my luggage, looked for a house, and then started working.

At that time, I didn't know much about the operation, but I basically got used to any work of the leadership school quickly, so I did activities planning, promotion and operation, content operation, business cooperation, market launch, scheme writing, data analysis and other work in less than half a year after I joined the company.

In the first week of employment, I got a vertical community with a traffic of more than 6.5438 million, and I didn't spend a penny; Get the other party's homepage promotion resources for two weeks; Let the website traffic break the record for the first time and hit a new high.

In the following second week, I was responsible for docking the subway and bus delivery plan with the company's marketing department; I took the senior operation manager for leave because of something, so I completed the basic work of copywriting, creativity, design and execution of the whole promotion plan.

Because of these two things, the leader was very satisfied, and then added KPI to me separately. It is because of KPI that I understand the data-related things, the monitoring of GA, the sharing of active users, and the most important thing is the input-output ratio.

Then the operation structure at that time was basically like this: there was an operation director under the leadership, three senior operation managers under the operation director, and several interns below. Interns are mainly in Beijing, so it is very common to ask for leave. Then I seem to have done a lot of things that interns lost money, so I didn't leave any one behind in activity planning, promotion operation, content operation, business cooperation, market launch, scheme writing and data analysis.

This is basically the experience of being an operations specialist.

The ability and feeling that the operation specialist probably needs.

1, trust. The trust and recognition of team members are very important to work anywhere. With this kind of trust, it means that more people will help you, and it also means that leaders will better delegate power to you. Imagine how many interns have never been exposed to the background of data until the end of the internship? Without the full authority of the data background, it means that you don't know product development, user acquisition cost, UV, PV, and registration conversion rate; Without these data as a reference, you won't know what kind of advice the leader will adopt next, and you won't guess why the leader is worried, so there is no chance to show it.

2. Expectation management. In the process of gaining trust, be careful not to be too sharp-edged. @ 丫丫丫丫丫丫 once said a word called "expectation management". If we join a team, we will do our best, which will lead to the rising expectations of leaders. If you can't meet each other's needs once, negative comments will follow, and eventually you will be labeled as mediocre. Fortunately, in the third week, the leader left me speechless with some data questions, letting me know that there are still so many profound knowledge in the original operation, which will not cause others' resentment.

3. It is very comfortable to use. Leaders are just ordinary people. They have worked in big companies for so many years and have seen all kinds of battles. Therefore, no matter how brainwashed the big leaders are, the senior operation managers of specific officers always want to do less work and get off work early. As for me, as an intern, I have no such desire at all. It's not that I have lofty pursuits, just to survive. And I don't have a girlfriend, and I have few friends in Beijing, so I can control myself almost all the time. Therefore, any needs of top managers can be fulfilled with more energy. For example, the senior operation manager in charge of promotion needs SEM optimization and expansion. At that time, he didn't find an expansion tool, so he used the most stupid method to recommend related search words through Baidu search to expand, searched thousands of times, sorted out tens of thousands of keywords, and sent them to the leaders at four o'clock in the evening after re-ranking.

LeaderA will organize a user activity this weekend. It's okay. You rest at home, I'll go, I'll go ...

LeaderB needs to chat with his girlfriend at work. It's okay. Say it again and I'll do it. If not, you can change it. ...

LeaderC will promote EDM and SEM. It's okay. I'll write the material plan, and I'll expand the text. Say what you need to do when you're done. ...

LeaderD said that there is still pressure from 654.38 million registered users this month. It's okay. Tell me what I can try, and I'll try when I come. ...

It's comfortable to use, so it's comfortable to use.

4. Really understand the needs. If you understand satisfaction and comfort, then you might as well understand what demand is. Don't users have needs and leaders don't? Isn't it his demand that interns are comfortable to use? Look at Zhihu's post at work, such as "What if my boyfriend finds out I have a miscarriage?" Such gossip questions are not much more interesting than making plans. Dating the goddess after work is not much more interesting than telling the interns about knowledge.

If you can't understand the needs of leaders, how can you understand the needs of users?

5. Learning and summarizing ability. In fact, comfort is not enough, but also satisfaction. Contentment means not giving trouble to leaders. Enthusiasm for anything is definitely not enough. Do it well. The leader once said that you can remember things, draw inferences from others, and improve the details, such as organizing activities.

Users don't know what to do with active addresses. Baidu screenshots should be processed by PS.

It is troublesome for a bunch of users to find their own names every time they log in. How to improve efficiency? What's on the sign-in form? Name and mobile phone number, how to save time and reduce the difficulty of searching, can you arrange the mobile phone numbers in order?

What should I do if everyone's enthusiasm decreases during the activity? Tell a joke and laugh at yourself, or send a gift red envelope. ...

When encountering these problems, we need to find ways to solve them and improve the details, so the efficiency will rise. So once, I organized 300 offline activities for 1800 people in innovation works alone, but I didn't find a foreign aid, all of which were efficiency optimization. ...

The key words for leaders to use satisfactorily are learning ability and basic accumulation.

Excel, for example, is called a spreadsheet by the bad guys. Will PivotTable, duplicate data and various functions be duplicated?

The product is busy, can you draw a prototype of the operating background with Axure?

The design schedule is full, can you use Ps to change the font and match the color?

Small requirements don't need technical trouble, simple data can be done without Vlookup;

The leader is going to make a speech. Can you design 50 PPT in 2 hours?

In fact, work is to be a man first, and then do things.

Let's talk about specific skills first.

1, understand the product. Even in the process of internship, what is the product? What problem does the product solve? As long as you answer these two questions well, you can do well in any subdivision direction.

2. communication. Why put him in the second place? Because any operation involves communication, leadership, products, technology and design.

How to accurately describe your own problems?

When are closed questions and open questions?

If you make your communication more convincing, it's all learning.

3. copywriting. Almost half of the operation work starts with copywriting. Whether it's Weibo or WeChat operation or even event planning, writing a good copy is a prerequisite.

4. Creativity. When I just graduated, my imagination is actually the richest, so creative activities and new ways of playing are also a basic skill.

5. Content operation. How to improve the efficiency of content operation efficiently?

6. User operation. Racine, the KPI of the leader this month is still 65,438+10,000. How to complete it? Keep, activate, etc.

7. Promote operation. This is also a common position. Who to talk about cooperation with and how to talk about cooperation test the skills of business cooperation. How to plan hot events, cause virus to spread and get massive traffic. How to promote Weibo, WeChat, Renren, Zhihu, Douban and QQ?

Considering the ability of data analysis, what is the cost performance and retention of traffic?

These are some specific skills, and anyone who studies in a specific position for half a year can basically accumulate more.

Skills of operators or junior operation managers: be a man before doing things, and then accumulate a lot of operation-related skills.

Second, 12 years, graduated, operation manager.

Upon graduation, I entered the project invested by innovation works and served as the operation manager.

Although the position is an operation manager, the first three months can hardly help.

What's the difference between an operations manager and an operations specialist?

Operations specialist, if someone tells you what to do, you can finish it beyond expectations.

The operation manager and the operation director tell you the goal, as long as you exceed the expectation.

The biggest test is actually the decomposition of goals and the formulation of plans.

Operations managers are usually responsible for operations in a specific field or direction. For example, I was in charge of "products, operations, entrepreneurship, technology, design and other Internet-related fields". However, the operation managers of some companies only need to be responsible for promoting operations or content operations.

The difference between the two is that the former is extensive, while the latter needs to be proficient in something. No matter how wide and deep it is, we must be independent.

The goal at that time was to complete a certain number of courses. This position is equivalent to the content operation manager in Internet-related fields.

The process from 0 to 1 is to share the course by borrowing the relationship of acquaintances.

The process from 1 to 10 is to borrow more acquaintances and find more famous teachers to share the course.

At that time, I was too goal-oriented, but I ignored a problem. Unfortunately, when I realized this problem, some time had passed.

Internet is already a very big field; Being big and complete means distracting without depth, being small and beautiful, and focusing on one direction, such as products, means it is more difficult to achieve the goal?

What kind of content is more suitable? Is it an introductory course to help Xiaobai understand Internet operation, or an advanced course to help Daniel become an operation god, or both?

What should be the motivation for users to share? Do you rely on the attention of acquaintances or create an incentive mechanism?

To solve these three problems, we can no longer rely on basic operational skills, but should rise to operational logic.

The skills that the operation specialist needs are how to do content operation, how to do user operation and how to do promotion operation; Are concrete methods.

What the operation manager needs to solve is why to do content operation, why to do user operation and why to do promotion operation. He needs to go back to the essence of the problem and think about it with effective logic.

Therefore, the skill that the operation manager needs is not how to do it, but to see the essence through the phenomenon, understand why to do it, and then choose the most effective method from many means to be implemented by the operation specialist.

The first ability that an operations manager needs. Embrace change.

1, industry change:

In recent years, every year, one field has made a splash, such as online education, O2O, and internet finance. Another example is the Internet from spring to winter. While the industry is changing, how do you adapt to this change? Some operation managers have been catching up with internet finance since online education, and they are constantly crossing banks. For example, when Bitcoin was on fire, we witnessed that Bitcoin rose from 700 yuan to 7,000 yuan in less than two months, and some operation managers became obsessed with speculation. The industry is changing, and it is important for the operation manager to know his choice direction.

2. Product changes:

Every revision of the product is a great challenge to the operation manager, such as how to adapt to this change from teacher-centered to user-centered; Every revision of the product puts forward new requirements for the work of operators. How to adapt?

3, their own changes:

From 1 intern to 10 person, how to learn the corresponding knowledge to alleviate the crisis of becoming a leader? How to change from a Weibo operator to a Weibo operator? These changes are all new challenges.

Another example is the change of work content, such as the content operation manager.

In the early stage of the product, the core work is to attract users to produce high-quality content, with the focus on how to get started.

In the middle of the product, the core work is to guide users to produce content, with the emphasis on incentive mechanism.

Product stability period, screening high-quality content, focusing on audit.

Competencies required by the corresponding operations manager.

1, target

Change is not terrible, but for an experienced operation manager, change means inconvenience, and changing workflow means inefficiency, which requires more energy to find new methods.

Secondly, the post is different from the operation specialist. No matter what industry, product and operation, there are certain opinions, and the existing cognition will conflict with the present situation, which is why operation is often torn together with products.

If job-hopping means getting involved in a field, although the salary has improved, the precipitation of ability may not be enough;

Therefore, as an operations manager, the first thing you need to know is your own goals:

Do you want to switch products or continue to operate?

Are you proficient in a certain direction, or do you want to try various jobs?

Do you want to start your own business or find a job with higher salary in the future?

Many people do business not because they are unwilling to change their products, but because they have the dream of a big company or want to do well in a certain business direction. These ideas are normal, but once you do, you should keep your eyes on the target. There is no right or wrong, only a more favorable choice for yourself;

If you have a goal, all changes and pains are not a problem, and you will become more concerned.

The first skill of an operation manager is "knowing his own goals" and having the "will" to complete the goals issued by the company;

Specific practices, starting at the beginning of each month to do the decomposition of goals; For example, the target for this month is 65438+ million new users; Then, through data decomposition, according to normal standards, under the condition of natural growth, how many users each channel has acquired, how many are left, what are the existing resources, how much each resource can bring, whether the transformation effect of these resources has been improved, and how many goals can be achieved after upgrading; If the goal is still a little short, ask your immediate leader, but ask for advice when eating with your peers;

Can we develop some operational products to innovate, such as user invitation?

Can you improve the registration conversion rate?

Can you find some vertical resources, which are QQ groups?

Can you find some free Weibo WeChat large size?

Can you be a self-media and promote it through your own channels?

In short, the goal is coming, so don't question the completion first; If the goal can't be achieved, even a qualified operation manager can't be counted. People who just become operation managers must not fall into a state of arrogance; The so-called self-improvement means doing some activities that you feel are NB, but the indicators have not changed;

2. Improve the quality of target completion.

The director gave 65,438+users, and this goal is growing, and it is handy to complete;

Then we must look at the quality of the target completion, or 654.38+million users. What if the retention rate of these users is higher?

How to increase retention?

Attract users in need: To attract users to open, click and register, appropriate screening is needed;

Production users have demand and product positioning related content: "one-handed bra", "my boyfriend found that I had a miscarriage, what should I do?" There is a demand for content that satisfies users' desire to gossip, but can our products withstand this demand? The traffic has increased in a short time, but how to compete with Maopu, Tianya, Zhihu and Post Bar for a long time? There are more demands from users, so what do you honestly do to meet what you want?

Let users have a sense of existence: Both the sense of participation and the sense of existence make users feel valued, especially the core users and seed users who have criticized the status quo on the Internet. Try to make them have a little sense of existence, be concerned, be praised, be trusted privately, be read a lot, be commented a lot, etc. Really not good. It is ok to build a WeChat group to make them high, of course, provided that you are not doing social products;

Precipitation of user relationship chain: whether it is the introduction of interests, topics, existing relationship chains, etc. It is best to let users know that a certain relationship chain is precipitated;

Increase the cost of users leaving; For example, users of network disk products upload their own resources, and users of cloud notes write a lot of notes, which cannot be imported into other note products, so the cost of leaving is already very good.

Constructing external incentive mechanism;

Considering the quality of the goal, then you will think about some new problems, such as how to define the churn rate and corresponding activity of users, how to call back the lost users, what are the means to call back, how effective each means is, and what is the heartbeat of users?

Wait, the process of continuous thinking, the process of constantly improving the quality of goal completion, you will be more proficient in a certain field;

3. Team management

Let's start with recruitment. A person who has just become an operation manager must have a strong desire to lead. This desire for leadership is manifested in recruiting people who are similar to themselves. Recruited people are required to be like themselves and feel that they are the best. Those who come must obey absolutely. The starting point is not what kind of people the team needs, but what kind of people are excellent, smart and absolutely obedient to themselves. If there are such people, why do they come to your company to talk to you?

What Liu Hammer taught me at that time was that it would be more convenient to use a sharp knife after getting used to a blunt knife. Recruitment is related to the company's brand and salary. What kind of people can be recruited is fate. You can't hire a specialist according to the criteria of the hiring director, so it's important to look at the potential.

After taking people, it is no longer a state of single-handedness before, and something new needs to be done:

Establishment process: there are two kinds of people to recruit. A person like you, with strong internal drive and clear sense of purpose, will give you unexpected surprises every day. For such a person, you just need to tell him what you need and don't talk about any process; If the recruiter doesn't have this quality, it's best to help him sort out a fixed workflow so that he can get familiar with it quickly;

The length of employing people: a better operation manager is hard to be a good leader at first. Besides, why can't you be so stupid to look at others by your own standards? It's just that when I practice, I ignore the advantages of new people;

Reasonable goal: properly assign your KPI to newcomers. I feel that many internet companies are pure management positions. Even if you go to the COO, do it yourself, and don't try to give them all KPIs.

Suitable growth path: there are many contents in operation, and each newcomer has his own suitable growth path. Try to standardize it.

We are all of the same age. Let's be friends. Don't pretend to be forced. I guess we can talk about everything!

4, understand the product

The position of operation manager needs to understand the product, not necessarily drawing prototypes, not necessarily doing user interviews, but the logic of the product needs to be understood, and the development direction needs to be understood, otherwise the upward promotion channel will basically be blocked. The operation is like this, and so is the product manager. Proficient in operation, everything is easy to handle.

What the operation does is just one sentence. It is the right way to convey the value of products, organize the content with the value of products and attract users, especially in the early stage.

Step 5 identify with the product

If you know what the product solves, you must agree with it. How many operations managers spend much more time playing Zhihu than their own products? I believe there are many people here. ...

The "well-meaning suggestion" in the comments said that after working for so many years, it is better to accumulate honestly and not to write anything. I'm sorry you're too reluctant to do it.

Before graduation, I began to tell others about the operation of Weibo (Weibo 1 1 with 65438+100,000 genuine powder is also large at the end of the year).

When I graduated, I began to tell people about product operation.

Why do you bring this up? Because the value of our products is "systematic knowledge sharing"

I quite agree that there must be a teacher in a threesome, and the principle is the same. Say everything you know, but don't shoot the breeze.

So at 13, I began to talk about the hidden rules of BAT product manager interview on the platform. Then two years later, about 100 people entered BAT Google. Then, at the suggestion of my colleagues, I spent two weeks writing this book. You know, your world is not just Zhihu, not everyone has an annual salary of over one million, and there are also many students who have just arrived at Adventure Island. ...

6. Improvement of product and operation mode

Why do you want to identify with the product? Only when you agree with the product can you have a profound experience and understand the real needs. Whether it is operation or products, especially the Internet is not a pure industry, but there are too many integrations with different industries. If you are not a deep user, what do you mean by "infinitely approaching" the user's usage scenario?

Secondly, most users don't do the Internet, so don't use your intuition to feel the users who want to work in the non-internet industry; Only by profound experience can we put forward effective product improvement methods and operation improvement methods.

7. Profit model summarized from in-depth product experience

In-depth experience of the product, and then go down, maybe your profit model will be clearer, so I won't say it here. In short, one can share infinite possibilities. Publishing books, selling classes and sharing, I think the income is unexpected;

Step 8 summarize and comb

You're already the leader. When you use the mechanism to manage the team, how to find a more effective way depends on summing up and combing, especially for operators, whether it is user operation, promotion operation or content operation, each piece can convince others, which is very necessary.

9. Optimization

The operation specialist will arrange it, and the operation manager will arrange others, so the time schedule and priority distinction must be in place;

10, summarizing learning methods and refining working methodology.

This is the basic literacy of Internet people, right?

Of course, in addition, there are too many unexplained things, and how many times everything has experienced pain is another story. After all, you have to do it yourself to know.

After more than two years of precipitation, especially after you can put forward the improvement of products, products and operation modes, and sum up a set of effective operation modes and profit modes, you can go up a storey still higher and become a director.

Three. Director, 14 End

The biggest difference between the director and the operation manager is not the goal. The operation manager and director have the same goal as you.

When you are a director, you give the company management a goal;

Required capacity

Must have an absolute understanding of the industry and the product itself.

Form and cultivate a strong team;

Setting the company-wide goals according to the current situation and decomposing products and markets by strong logic can make the company break through activities and then obtain financing or profit;

I don't think I am a good director or chief operating officer, so I won't write for the time being;

Fourth, summary:

Operations Specialist: Talents are very important, and all kinds of important ideas are played with flowers. All kinds of Weibo tens of thousands of forwarding, WeChat 65438+ million+are all high points at this stage;

Operations Manager: At the task execution level, the value of responsibility and execution is far greater than talent. In order to complete the task, you even need to give up your talents and give opportunities to many brothers;

Director of operations: In addition to the previous abilities, it also requires mental effort. What is mental work? Liang Ning said that this is the ability to worry endlessly. Resources are always limited, strategies are always changing, brothers are close, and no one is ever satisfied. Let yourself fight for your career, and you will have more possibilities to go up.