What are the main operations now?

Broadly speaking, all manual interventions around website products are called operations. So to some extent, I think Internet products companies only have three business departments: products, technology and operation. The concept of product operation is operation, but maybe your company or product is mainly product, supplemented by operation, so there is no need to tear down a lot of people to operate at this time, so it is collectively called product operation.

In detail, I divide the operation into market operation, user operation, content operation, community operation and commercial operation.

Market operation: a series of interventions such as publicity, exposure, marketing, etc. are carried out by means of marketing. It is common in products that need to spend money to a certain extent, but spending money is not the same as market behavior, including both market behavior without spending money and other operating means of spending money. This is often the main operation method for some enterprises to get close to capital, because only by getting close to capital can a complete profit model continuously expand the investment in market operation.

User operation: People-centered operation means, which is common in UGC community, with the means of being close to users, uniting users and guiding users. During the performance, you will find that website operators are very willing to communicate, tease, chat and gossip with users. Sometimes you can't tell whether they are users or official staff. For example, Zhihu is one of them, Kelly Y Zhou, Huang Jixin, Chengyuan and ourdearamy. In the early stage of a product, it is very important for operators to actively use and intervene themselves.

Content operation: There are two ways. One is to process the high-quality content generated by users through editing, integration and optimization, and spread it in UGC community. This is usually done together with the user's operation. For example, if you answer a question in Zhihu and the answer is wonderful, Zhihu students will sort out your answer and others' answers, and then spread it through Weibo, daily newspapers and weekly magazines. This is a content-centric operation.

Another is that some media products, such as newspapers, such as titanium media, 36kr, are also operated with excellent content as the core. Different from the former, many components are edited, sorted and written by themselves, not necessarily from users. (Of course, many students who answered questions in Zhihu were very angry that their articles were copied and reproduced without signatures, and so on. But in fact, those students who do content operation, plagiarism is one of their jobs, so don't care. I understand you very well, so this article is welcome to copy and reprint without signature, but it is often updated, please remember to reprint it all)

Community operation: In the early years, I told others about community operation and user operation together. Later, I found that this is actually a bit problematic, because the operation for UGC users and the operation for ordinary community consumers are also two completely different jobs. So I took it out alone. Community operation refers to the intervention activities of community consumers, such as doing an activity at the whole station and drawing a lottery. Vote and reprint some good articles to the community to trigger discussion. Everything counts. This extreme work is to constantly fan the flames in the community, causing everyone to spray each other and enliven the whole community. (Interested students can study nga's Jet Fighter Arena, which has been quoted by many other forums or communities in recent years, and the effect is quite good. )

Business operation: This method is common in some business B2B products, and it can be divided into BD and sales. Sales is the direct selling of products, while BD is more of a mutually beneficial cooperation. These are all means to acquire users and then retain them. Many enterprise-level products are mainly based on this mode of operation, such as BAT's cloud service products, or pull merchants to settle in and pull enterprise teams to use them.

Around the operation, or the growth of operators, we must first understand what role product technology operation plays in an Internet product.

Product: Think things through.

Technology: Take things out.

Operation: Make the best use of everything.

Strictly speaking, products and operations vary from company to company, and their positioning and boundaries vary from person to person. Different products have different emphases in these three areas. Take BAT as an example, Baidu emphasizes technology, Tencent emphasizes products, and Ali emphasizes operation. These are common concepts in the public mind, which are related to the company's initial business and what its core business is to some extent. Of course, the company is large to a certain extent, and other parts are also strong, so it is impossible to get there. But some small companies still have pre-emphasis.

Second, what should the operation do?

But back to the operation, I think the core psychological quality of all students who do operation is:

Don't insist on products and technology, but have the consciousness and ability to turn flowers over and make people praise them.

Whether you are a junior editor, an account manager in Weibo, or an operation director, coo, you can only get users from beginning to end and then keep them. Everything you do should be closely centered around this point, and any work (including the work of your team members) must directly or indirectly point to a part of this purpose and be responsible for the data results.

It seems simple, but it is not. For example, operators ask themselves what they have done in the last month, what work has a clear "data result" and what work has not. If there is too much work without data results, you need to reflect on your own work. This article, when disassembled, can be broken down into the following four core links.

1. Find out where the user is.

User portrait, survey, demand analysis, etc. Yes, you need to know your product, even if it is a piece of shit.

2. Get users at an acceptable cost and let them use your products.

Marketing, channel expansion, business cooperation, content editing, social media planning activities, etc. , all spend money for this. Sometimes it is better to pay professionals to do things for a week.

3. Let users continue to use your product.

User operation, community operation

4. Keep in touch with users when not using the product.

Recall, Weibo WeChat operation, feedback, business cooperation with other products.

Third, the upward trajectory.

In my opinion, there is no strict watershed between primary operation and advanced operation. To some extent, if you are only responsible for a sub-project of one of the above four links (such as Weibo Operations Commissioner, WeChat Operations Commissioner, content editing, community activity planning, etc.). ), which can be defined as a primary operation. Often the primary operation is 2-3-4, 1, and you only need to understand and implement it, but you haven't reached the point of participating in decision-making. At this time, you are an executor, so just do it in a down-to-earth manner. To tell the truth, your work at this stage is calculated in days, which is very replaceable. I have seen the recruitment data of Lagou, which is generally between 5k and 8 K. This job is worth it.

And when you do better and better, understand your own links more and more deeply, and begin to gradually cover your own abilities to the whole link, you are already an intermediate operation. You may not care about the market launch, but only care about retention, even retention, and only care about repeated purchases/sticky users UGC. To put it bluntly, as the manager of a certain link in the whole product business chain, you have formed a certain level that cannot be bypassed, which is also your value. At this time your value is between 8- 15K. Unless you are the core of the enterprise, you can still be replaced. At this time, start thinking about the effect of your work in a few weeks.

Then when you are doing it, your ability is getting bigger and bigger, your vision is getting bigger and bigger, and you begin to wonder how to go upstream and downstream.

For example, if you are a marketing manager, you have begun to consider whether the traffic you pull can stay and actively cooperate with community operations to do some activities, or if you are a community operations manager, you plan a UGC activity in a community and then actively coordinate marketing personnel to spread these wonderful UGC to the outer circle. You are constantly expanding your ability. At this stage, you have advanced to advanced operations, with broader horizons and more resources. The bureaus that need to be deployed start to be counted in months or even longer. Any decision you make will affect the operation for a long time to come. The greater the risk, the greater the responsibility.

The core purpose I mentioned earlier actually has two levels: 1 is innovation and 2 is retention. If you break through from 1 to 2, or from 2 to 1, and both of them are good, you can start to control the field. According to the different needs of products, pay attention to where the whole operation link should break through first at different stages, and fully consider the reasonable proportion of resources. No matter whether you have the initial ability to be an operation director, the next step is the chief operating officer. Some coo companies have to consider investor relations, PR, the deployment of various vender, and large-scale business cooperation, but these have entered the company rather than just product-level operations.

And this layer is also the most difficult to break through. The bottleneck is that if you have been deeply involved in one of the fields of "innovation" and "conservatism" before, the deeper you dig, the harder it is for you to jump out and learn about the other field. Because values and ways of thinking are completely different. Because users are completely different, it will take you n long time to understand how strange users think and how they start to use your product step by step, and you need to spend almost as much time to understand what characteristics your familiar users have and how to continue to use them.

Let me give you an extreme example, such as Baidu's HIVE BOX system (that is, the background of search promotion). If your purpose is to attract new users, you need to let users know that "advertising in Baidu is reliable", and you may have to spend a lot of time instilling in users the point of "simplicity, easy operation, large traffic and helping you make money", which is the focus of Racine's operation. At this time, in the eyes of users, your competitors are Tencent Broadcom, Weibo Fantong, Portal Merchants Banner and below-the-line System. And because your users are too "stupid" to understand these points quickly, you need to sell them to death, go to the door, hold various meetings, and do case promotion. And advertise in various places and paint the walls.

And if your goal is to make people who have already started using HIVE BOX spend more money, you need to make users not only feel good about you, but also feel that he is here. I've seen too many people use the phoenix nest, but they can't get used to it and then abandon it. At this time, your thinking dimension becomes, how can I make users earn more money from HIVE BOX and continue to increase their investment in balbla? Then you need technical guidance, care about the user's account status and provide more and better tools. At this time, your competitors or distractions become internal factors such as sales, customer service, or products and technology. Now different operating companies do different jobs. For example, small companies don't subdivide so many operations, while large companies have specialized operations in a certain field, such as activity operations, traffic operations and content operations. Small companies basically do everything, while big companies only do one kind of work. If there is overlap, another department of the same company will help, but a small company is different. But at present, there are not many large companies and few small companies, and there is some overlap in operation. For example, if you are a user operation, you should know the user's data, content, activities, traffic and so on. What you mainly do every day depends on where you are.

If you want to learn the operation as a whole, you can look at the operation small card show, which has an introduction on all aspects of operation, such as learning user operation, operation foundation, aso promotion, Tik Tok operation and so on. Every operation has many knowledge points. 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. Operation manager: Plan, direct or coordinate the operation activities of companies or public and private organizations. Responsibilities include formulating policies, managing daily activities and planning the use of materials and human resources. Including owners or managers of small business organizations responsible for day-to-day management.

Most enterprise management departments and top managers are replaced by experienced low-level managers and administrators, and operation managers can be promoted to general manager until the highest position is president or CEO.

The academic qualifications required by enterprise managers vary greatly, and most of them are bachelor of arts or management or master of management (mba). Mathematics, business, finance, engineering, computer, psychology, foreign languages and other courses are also good preparations for this position.

work task

Supervise activities directly related to production or service provision.

Guide and coordinate commercial activities of production, pricing, sales and/or product distribution.

Manage employees, prepare work schedules and assign specific tasks.

Review financial statements, sales and business reports and other business data, evaluate productivity and target completion, and then decide on areas to reduce costs and improve business conditions.

Manage and adjust the financial and budgetary situation of the organization, raise operating funds, maximize investment and improve production efficiency.

Formulate and implement departmental policies, goals, objectives and processes, and negotiate with board members, senior executives and employees when necessary.

Clarify employee requirements, be responsible for the interview, employment and training of new employees, or supervise the whole process of employees' entry.

According to the forecast of customer demand, determine the direction of products and services, and formulate prices and payment terms.

Supervise the activities of institutions and companies to ensure the effective provision of required services within the budget.

Manage the whole production process of products. 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.