Do you really understand the blockchain operation that determines the life and death of the project?

Everyone knows that blockchain is now a slogan, and it still belongs to a very new industry. In the blockchain ecology, one of the jobs you have to mention is operation. Whether you are a blockchain from the media, a blockchain project, or an exchange, as long as you are in the blockchain ecosystem, one of the core competitiveness you want to cultivate is operation. 2 1 century is the era of attention economy, just like the goods placed in the middle of the supermarket display shelves sell well. If you try to shift others' attention to the place you want them to see, you can only get traffic, that is, money.

On a large scale, operation is a basic skill that all professionals need. You always operate yourself in the workplace, give full play to your talents and skills, and then externalize it at the right time and place, let others know through work reports or achievements, and then get a promotion and salary increase. This whole process is actually operation, but you are operating yourself! Back to the blockchain ecology, if you operate well, you can attract the attention of users or potential consumers, and even focus on projects or communities or other places, and your influence will be even greater. For example, for blockchain project operators, attracting the attention of others means traffic. Traffic means that there is * * * knowledge, and the price of the project with * * * knowledge will rise, especially in the bear market stage. The correct operation will attract as much attention as possible, even related to the life and death of the project. Having said that, I think you should have a certain understanding of the status and importance of operation in the blockchain ecology. So, what is blockchain action? Where should I start to quickly understand the profession of blockchain operation?

Because blockchain operation is still a very new position, it is somewhat different from the operation in the traditional field, so in order to better understand blockchain operation, you need to understand the related concepts of operation first. Here I quote Sean's definition of operation: "All means to promote products, promote users' use and improve users' cognition are operations." Maybe you think the word "everything" is too broad, but that's the way it works. As the saying goes, operation is a brick, where you need to move. Operation is a basket into which everything can be put. As can be seen from here, the operating system is very huge and contains a lot of work. The operation you want to know now is actually a post that appears with the development of the Internet. According to the core work of operation, it is generally divided into content operation, user operation and activity operation:

Activity operation includes activity planning, tracking activity progress and post-activity publicity, and being responsible for the publicity results;

User operation is mainly user growth, increasing user stickiness;

Content operation is to control the quality of content and achieve the purpose of sales or brand exposure or powder absorption through some content.

Operation is a position responsible for results. It overlaps with sales. Many times, the goal of operation is to transform users, which is actually the goal of how many products users buy, but the difference between it and sales is active and passive, one-to-many and one-to-one. The sales action of the operation is relatively cold, just like flowers without words. Flowers (such as operating projects) have fragrance (value), and then flowers (operating) wait there, and a batch of butterflies (corresponding users or customers) follow the fragrance (value). Unlike sales, which need to actively sell one-on-one to customers, it is more annoying. Therefore, the attitude of operation is passive, which is the conversion rate in one-to-many cases.

Now that you have a simple understanding of the operation, let's talk about blockchain operation.

02

At present, companies in the blockchain industry can be roughly divided into five categories: blockchain projects, exchanges, blockchain media, tool products and investment blockchain projects. Therefore, blockchain operation can actually be separated for this large class of companies, and the operation practices of different types of companies are completely different. Due to the limitation of article space, we chose a main perspective-blockchain project to elaborate in detail. Why choose a blockchain project? Let's talk about communication first Although the number of exchanges may be much higher than that of blockchain projects, first, the whole industry is centered on blockchain projects. Second, if it is sales in the traditional field, you can slowly get started with the operation positions of the exchange by training the knowledge related to blockchain. Besides, the operation of tool products and blockchain products, the operation mode of media and tool products is actually not particularly different from that of Internet operation. It may be said that it is necessary to have a full understanding of some industry background knowledge, so it will not be particularly difficult to get started. In short, both exchanges, blockchain media and tool products only serve blockchain projects, so the operational focus here will be on blockchain project operations.

In order to better understand the key points of blockchain project operation, here we compare blockchain operation with Internet operation:

Operation must first have an operation object, and the operation object of the Internet is very clear, that is, Internet products. Products will have their own life cycle: initial stage, growth stage, maturity stage, decline stage and extinction stage. The initial stage is the stage of product design and trial and error, and the operation in this stage may have to give various data interfaces; The growth period is the stage where operation plays a central role, and this stage has entered a period of rapid growth because it has determined the correct direction; Mature period, also known as stable period, income and user growth are relative; It may be because of technological innovation or other reasons that the products began to decline for a long time and disappeared.

The object of Internet operation is often an Internet product, app, website, official WeChat account or applet. However, as far as the current blockchain projects are concerned, most of them are in the conceptual stage, and the analogy with the Internet can only be regarded as ahead of the initial stage. Therefore, in the currency circle, the operation of most projects is only a concept for a long time, and the core action of your operation is PR storytelling. In order to let you better understand the operation of blockchain projects, let's first understand the operation cycle of the following blockchain projects by analogy with the operation cycle of Internet products.

Internet products have operating objects, and the number of users is often used as an operating indicator to divide each stage, while blockchain projects are often measured by the price of money. So the target of the operation is the money price. Theoretically, with the development of the project, the currency price should rise at every stage. But here we should pay attention to two points: ① this currency price is a measured currency price, that is, it has a relatively large trading volume, and this currency price is the real currency price; (2) The price of money is periodic. Sometimes, although the project is developing, the currency price may not rise.

Therefore, the focus of blockchain project operation so far can be simply divided into the following stages: ① Angel and cornerstone stage: this stage generally needs to focus on improving the white paper, forming an initial community, and looking for powerful investment institutions and investors to endorse. At this time, the investment price (currency price) is relatively low; Private placement stage: let the iron powder firmly held in the early stage enter at a lower price. At this time, the price will be higher than the angel and cornerstone stage; 3 listing stage: the tokens of the project can be traded and circulated, and can be realized soon, which can also be understood as real listing; 44DAPP or main online stage: After the real product is online, it will be close to the way of Internet operation. However, there are not many such projects at present. In order to make it better, it is basically divided into three stages: fundraising, going to the exchange and DApp or online mainline. Only in the DApp or main online stage will specific products be available for operation, and then they will cross the product operation in the traditional field. Now you already know what the focus of blockchain project operation is in these three stages, but the operation is ultimately responsible for the results. How can we do the operation of blockchain projects well? How should we evaluate it?

03

At present, the blockchain operation is in the early stage and the industry is immature, so the overlap between operation and marketing at this stage is very large. Blockchain operates conceptually, but it not only pursues the exposure required for marketing, but also carries the index of conversion rate. For marketing, many people have seen that the number of exposures has reached the requirements and basically completed the task, but for operation, the indicators will be much more detailed. If you don't know how many of these people are converted into your users, or how many quantifiable effects there are, then the operation is unsuccessful!

The transformation in the operation of blockchain project is to quantify how many people buy and hold your money, but this thing is difficult to count. Because of the anonymity of blockchain-the isolation of address and name, it is difficult to determine whether this is the result of your operation; Not all transactions are on the chain and on the exchange, so it is difficult for you to get the transformed data. But the conversion itself is very simple, that is, buying coins! The result of operation is that more people invest in your project!

Let's talk about the benefits and risks of blockchain surgery.

Almost all blockchain companies lack operations, and most blockchain companies are basically easier to make money than Internet companies. Therefore, in order to attract experienced operations, many blockchain companies generally have a higher monthly salary than Internet companies. According to conservative estimates, the average monthly salary is at least 20K. There are also some companies that will issue Token to set the price of Tai Fang, 2 ethereal coins per month, which is worth more than 20,000 yuan in the bull market and 5,000-6,000 yuan in the bear market; Some companies will set up commission system and related incentive mechanism. And no circle can get a high salary as quickly as the operation here. The blockchain industry is still very new, and the rules and training contents of many industries have not yet been formulated and are still in the exploration stage. Everyone in this industry has a similar starting point. If you have a strong learning ability and a flexible mind, you still work hard. I believe that when the blockchain is at the forefront, you will soon stand out.

After reading the figure of 20K monthly salary and the enthusiasm of the blockchain industry, are you very excited now? If you want to wear the crown, you must bear a heavy burden. The greater the income, the greater the risk you have to bear, that is, the greater the challenge at work. In the blockchain operation, besides being responsible for the results and transformation, what other work challenges are there? For example, in the current bear market, there is less pressure to operate specific operations, but psychological pressure and mental pressure will be great. In the bear market, although busy, the pressure will be reduced a lot, and more is the excitement of seeing the wolf as the meat. Regarding the challenges in the work, the ability requirements of blockchain operators to be introduced below may be better understood, and you may understand it more deeply!

04

The ability requirement of blockchain operators is to specifically assess whether you have the ability, talent and resources of their excellent employees. The specific points are as follows:

1. Passion and passion. This is a belief in Bitcoin, a belief in the blockchain industry, and a belief in the rules of the encrypted world. This is the most important one. If you don't believe in the encryption world, even if you enter the blockchain industry, you can't make really meaningful projects.

2. Good health. The most famous community in the currency circle is called the three-point community. Why? Because a group of bosses don't sleep at three in the morning, they are still talking about blockchain. Moreover, many projects in the blockchain are global collaboration, and there will be time difference between colleagues. They often need to have meetings in the middle of the night. Blockchain projects often can't recruit people, so they will be very busy and work overtime and stay up late. Definitely not the position of the elderly.

3. Strong learning and cognitive skills. The blockchain industry is far from mature and changing too fast. Basically, I play a game a month, and my learning ability is not strong. It is difficult to keep up with the pace of development. You will find that the trick you just learned is effective. You won't attract any traffic next month, and you won't be able to meet the target. On the contrary, the easier it is for you to get good grades if you have super learning ability.

How to improve cognitive ability? Read more cognitive books, communicate with people with strong cognitive ability and open their minds. The most important thing is to let him know what this is and why, so as to improve his cognitive ability. This is the core element of blockchain operation, because all routines will be invalid within two to three months, but after knowing what it is, you can improve your cognitive ability and you will have the opportunity to dominate the next game.

4. Strong social skills. The currency circle is small and the system is not so mature, so if you have strong social skills, it will be very easy to obtain resources. People who can mix will never suffer here, and resource brokers are the most popular here. There is only a thin line between big bosses and ordinary people, so it is easy for you to meet them and meet you in new business areas.

5. Strong community operation ability in the traditional Internet field. This adds a lot of color to the blockchain industry. The most important thing in blockchain projects is the community. If you have excellent community operation ability, the blockchain industry will be a good opportunity for you. What is excellent community ability? Can let a group of people listen to your command, discuss what you arrange every day and do what you arrange. In fact, you have great potential to be KOL. Running a community is not that simple. It is also a group of 100 people. Some groups can reach thousands of high-quality information a day, while others may have nothing to do for a month. The same theme, the same people come in and spend the same time running. This is the difference between genius and mediocrity.

If you basically have the basic qualities of the first three points, plus 4-5 points, you can try blockchain operation, which will definitely improve your career.

Because the blockchain industry is still very new, there are still many places for us to learn and explore. It is better to teach people to fish than to teach them to fish. If you want to make great progress in the blockchain industry, you need to know three methods of career research:

A. Internet survey:

Network search: WeChat, Zhihu, recruitment website, blockchain content platform.

Industry community: subscription number, WeChat group, forum, etc.

Others: good at (original answer), rice balls, knowledge planet, etc.

Baidu is not mentioned here, because Wang Yuefeng, my western operation instructor, gave his own thoughts on knowledge search in the blockchain field: "In the knowledge search in the blockchain field, except for some very early knowledge, you must use the search box of WeChat instead of Baidu. You may have to go to Babbitt. " In Zhihu, you can also find a lot of useful information about blockchain by typing "keyword site:zhihu.com" in the search engine (be careful not to add www. ). The recruitment website mainly looks at the specific requirements for recruiting talents in the blockchain industry. It is worth mentioning that if various blockchain forums, such as Zanbi community and blockchain-related communities, if you can regularly brush the content in the forum or the news of WeChat group, when you can understand most of the content, you will really get started in the blockchain industry.

B. consulting the industry:

E-mail consultation: The topic of the speech is "Can you help me answer the questions about XXXX in the blockchain industry by email?"

Career interview: The topic of the speech is "Can you give me 30 minutes to ask you something about XXXX in the blockchain industry?" (E-mail or telephone or WeChat voice)

Consulting people in the blockchain industry is one of the more reliable means for you to obtain more accurate information. But here we should pay attention to three points:

(1) You should ask people in the industry who have been in the business for five years (divided into 1 year, 2 years and 3 years are better, which will help you to understand comprehensively). It's best not to find someone with a halo, such as the big coffee that can be contacted on Weibo. They may have forgotten how they got in. (This is just like Cai Shu's choice of the writing tutor of Zambezi among the top head writers in the currency field will eliminate those big coffees in the traditional field and then enter the blockchain content creation. Because they bring their own traffic, the content creation in the blockchain field is not necessarily good. )

Don't ask questions that are too water or can be found by search. If you want to ask, ask questions worth answering! Others have no obligation to answer your questions. You should reduce the time cost and opportunity cost of answering questions for your questioner. Moreover, if your question is valuable and worth answering, it may make the insiders who answer your question more acceptable. You can say to this insider, "I found the ... through ... channel, but I still don't quite understand it, so I wonder if I can ask you something about ... being free?" God helps those who help themselves, and people are willing to help those who help themselves, so maybe people will still have a deep impression on you!

(3) Ask for suggestions. Such as "if you have some advice for me, what would it be?" Only practice can produce true knowledge, and listening to the suggestions of people in the industry may have a certain guiding role in your future direction.

C. Personal experience

Become a customer: become a user of the other party's products and services (such as a tool product company in the blockchain industry)

Professional experience: working with each other for a day, such as being an assistant.

Participate in the internship: you can participate in the free or open internship, and invite the leaders of the other company to evaluate you after the internship. However, this internship should last at least 1 month. If you only have time on Saturday and Sunday, the longer the cycle, the better your understanding of the position.

ABC You need to do all three steps, because it is also a step-by-step and in-depth process. Personal experience is the most important step. It can reduce your trial and error cost. Suppose you are interested in the blockchain industry and want to try to join the operation position of the blockchain industry. After these three steps, I believe you can determine whether you really want to enter the blockchain industry.

To sum up, this paper introduces some things I know about blockchain operation, which is not particularly detailed due to space constraints, but it is comprehensive. This paper also introduces three methods of career research. No matter what career you want to study, you can use these three methods. What is the content of the research-the focus of the work? How to evaluate? Opportunities and challenges at work? What are the competency requirements for this job? Salary and future development, etc. May each of us find a good job that we still love, although there will be pain and pressure!

I am Anqing, an attacking blockchain content creator. If you are also interested in blockchain, welcome to communicate with me and grow together!