What's the difference between advanced operation and ordinary operation?

To this question, we can use an article recently published by Chao Ge to answer "thinking+rhythm+refinement" and see how excellent operation can widen the gap with ordinary operation. "(posted on Chao Ge WeChat official account" Super Operational Thinking ")

This paper mainly talks about how to break through the low order and move forward to the middle and high order operation from three aspects.

Whether you can quickly become a middle and high-level company operation from ordinary operation depends on your contribution in this position and what you can expect when you reach the target position. In order to make greater contributions to the operation, it is definitely not possible to only carry out specific operations.

In fact, middle and high-level operations need to have three capabilities in three aspects:

Thinking-systematic operational thinking. The specific aspects of systematization here will be explained in detail later.

Rhythm-the ability to control things. That is to say, the sense of rhythm of operation, you should learn to control one thing and make it develop in the direction you expect, rather than passively adapt to the development of the situation.

Refinement-make data analysis a subconscious. That is to say, every step and every means in our operation process need to verify its effect quickly through data analysis, and this data analysis must not be single-point, but based on horizontal and vertical comparison and the correlation of different dimensions. You need to have the habit of setting up an operation log here.

-Systematic operational thinking-

The operational thinking of the system is the core ability to do operations. Examples can be given here:

For example, when we operate in the community, there is a gold coin system in addition to the points system. Integral here is equivalent to the experience value, which is the basis of the growth of club members' grades. It is linked to the hierarchy of community members, and the integral is not consumable. Gold coins are an incentive system outside the hierarchy, which aims to encourage and guide users' behavior. Then the question comes: if you give the gold coin system as an operation project, how do you operate this project?

Let's talk about the wrong idea first, which is also the usual thinking of many operators at present.

This idea is similar to Chao Ge's "super operational thinking" in the official WeChat account. "This may be the most grounded and clear-cut method for writing battle plans! In the article, the word "apple" is related. Many people directly think of specific related words when they come up, instead of disassembling their thinking first, which eventually leads to endless results. A very important question is why many small partners have remained in the basic operation stage after two or three years of operation.

Let's look at the correct thinking. The purpose of gold coins is to motivate users' behavior. If you want gold coins to play an incentive role, you must play their value! Therefore, before the project starts to operate, the following issues need to be considered:

What is the key to the value of gold coins?

What is the basic business logic of the gold coin system project? What basic work do we need to do around this basic business logic?

What are the operational goals and objectives of the gold coin system project?

What specific operational measures do we need to ensure and promote the realization of the goal?

ROI estimation means that the input-output ratio of the project needs to be considered.

Then we will gradually answer and disassemble the above questions:

1. The key to the value of gold coins lies in their two-way circulation. If you can't get in, gold coins will be as worthless as Zimbabwe coins. Because gold coins are a kind of virtual currency, virtual currency, like real money, generates value through circulation.

2. According to the idea of the first question, we can basically sort out the business logic of the operation of the gold coin system:

Ensure that users continue to obtain gold coins.

Promote users' continuous consumption of gold coins.

Ensure the balance of payments of gold coins and stabilize the expectation of gold coin value.

The specific logic can be summarized as follows:

3. When we sort out the basic business logic of the gold coin system project, it is easier to determine the operation purpose and objectives:

Objective: To promote the revenue and expenditure of gold coins.

Objective: The ratio of revenue and expenditure of gold coins in a period (or the consumption rate/exchange rate of gold coins in a period).

The fourth question relates to the concrete operation and implementation of this project. At the level of gold coin income, it is necessary to sort out the user behaviors that we hope to guide, and set up gold coin reward rules and weights to promote these behaviors. The acquisition of gold coins must be combined with the overall operation of the community, because the motivated user behavior is the concrete embodiment of the user's activity in the community, and it is also an important indicator that needs to be assessed in the community operation, such as the amount of posts and replies. All members of the community action need to cooperate.

5. The last question is ROI estimation. Putting this problem at the end does not mean that it is the last problem to be considered, but the task that all operations should consider at the beginning. In the article before the official account of WeChat, "Why is it more reliable for everyone to operate than for everyone to be a product manager?" , it was mentioned that the definition of operation is:

Operation is to pass the product value to users through some means, so that users can continue to use it, thus generating user value. Specifically, it is based on combing the business logic of the product, determining the goal to be achieved to "measure the effect of the last sentence", and then a series of work ("things") based on people, money and materials (resources) around the goal is operation. An operational standard is whether you can achieve the set goals with the least number of people, money and resources.

Therefore, ROI is a key indicator for us to measure the quality of an operation, and I believe this is also the most concerned issue for bosses.

Ok, let's go back to the operation of the gold coin system project mentioned above. Corresponding to the wrong thinking is the correct thinking that we should follow. To sum up:

For a detailed explanation of system thinking, you can see the article before the official account of Superbrother WeChat: "Which is more important, operational thinking or experience? Understand this, and you will become an excellent operator! Why is it more reliable to say that everyone is operating than everyone is a product manager? (Original title: Everything is operating: operational logic in life).

It is really because systematic operational thinking is the core competence of operation, so Chao Ge's official WeChat account articles are more about sharing operational thinking, hoping to give reference to the small partners who operate on the core competence of operation.

The ability to control things—

In this regard, the common mistakes made by ordinary operations are that the operation purpose is unclear, the objectives are not quantified, the objectives are not decomposed in stages, the objectives are not controlled and evaluated in stages, and there is no specific recovery and summary after the project operation, so the whole operation lacks a sense of rhythm. The specific scenario is as follows:

Turn combat work into disaster relief work and deal with various problems passively.

The operation is fragmented, the operation is unorganized, all kinds of things are handled at the same time, and the phased objectives and key tasks are not clear.

The result deviated from my expectation. I want to change from A to B.

After the end of the project, there was no precipitation and summary, and the same problem appeared again in the next operation project.

At the beginning of the article, it is also mentioned that excellent operation should have the ability to control things. You should learn to control one thing and let it develop in your own direction instead of passively adapting to the development of the situation. Therefore, in the process of operation, it is necessary to clarify every link of the project, grasp the key nodes of the project, maintain the sense of rhythm of operation, and make every link of the operation project basically follow the original design path.

Here we take a promotional video promotion as an example. The truly rhythmic operation should be:

1. Clarify the promotion background: that is, why promote this content? This is the basis for defining the purpose of promotion.

2. Clarify the promotion purpose: For example, our purpose is to increase the exposure of this video, so as to enhance the brand image? Or by promoting this video to carry out drainage transformation?

3. Set the promotion goal: If our promotion goal is only to improve the exposure rate of the video, then our promotion goal can be set as the cumulative number of views of the video.

4. Decomposition of promotion object: this block can be decomposed according to promotion cycle and promotion channel;

Disassemble according to the promotion cycle. If the promotion cycle we set is 7 days, then we need to break it down into the number of views we want to achieve every day.

Promotion channels have been dismantled. After we select a specific promotion channel, we need to set the target of the number of views brought by the promotion of each channel.

5. Phased goal control and evaluation optimization: We need to evaluate the promotion effect every day, whether the goal of that day has been achieved, if not, we need to analyze the reasons and put forward optimization and adjustment strategies. In addition, we need to evaluate the effect of promotion channels in stages, and pay attention to key and effective channels.

6. Summary after promotion: This stage is mainly to evaluate the effect of this promotion, and sum up experience on this basis, so as to optimize the effect in the next promotion.

In this process, we have to disassemble the target according to the cycle, so that our ultimate goal can be controlled. Imagine if we set a promotion goal of 654.38+00,000 cumulative page views in 7 days, and the goal will be realized by the seventh day in the implementation process. If the number of views on the sixth day is only 200,000, how to ensure that the promotion effect on the last day can reach 800,000 views?

The above ideas apply to all operations, and we can summarize this process as follows:

—— Make data analysis subconscious—

All our operations must be based on data analysis, which should be a subconscious in the process of operation. That is to say, every step and every means in our operation process need to verify its effect quickly through data analysis, and this data analysis must not be single-point, but based on horizontal and vertical comparison and the correlation between different dimensions.

In the process of operation, we found that there are three operational problems:

Operators actively find problems in product experience.

In the process of operation, users' feedback and behavior found problems.

Find problems through background data analysis

Under normal circumstances, it is difficult for us to find problems actively through the product experience process, and it is possible for users to give feedback on their problems. Especially when we have just taken over a product from 0 to 1 and from 1 to 100, it is difficult for us to find problems in the product operation process through product experience and user feedback in a short time. Even if the problem can be found, it is definitely not a deep-seated and essential problem. So at this time, it is necessary to analyze the background data and the data feedback formed by past operation time and actions to find the problem. When you comprehensively summarize and analyze the relevant data, you can often quickly find the main problems that always exist in the operation process.

Data analysis itself is a refined operation, and a lot of data analysis needs to be based on the accumulation of usual operational events, means and behavioral feedback. Now we need to record every event node, problem feedback, operation fragment and user behavior in this detailed table. Here are some specific ways and means of refined operation:

For example, if it is the specific operation of the community, do we record all the posts generated when PGC content posts are generated? For example, the following table:

Through the comparative analysis of a certain amount of posts and data feedback, the corresponding laws are found, such as

What kind of headlines are more attractive?

What kind of posts are popular?

Can you specialize and brand similar topic posts with good data feedback?

For another example, when we push messages, do we have a summary record of effect evaluation and historical push information?

Is there a summary record of user feedback? And make a phased analysis and summary?

Do you have the habit of setting up an operation log? Find operation rules and skills from the records of phased operation time? (The following is just an example.)

The purpose of the above records is that when our operation behaviors reach a certain frequency, we can analyze the data displayed by these behaviors vertically, so as to find out the data law and optimize our operation means.