Summary of 8 years of operation practice, the core keywords of the operation knowledge system (with PPT and mind map download)

The Internet is an industry where you have to come on stage. When it becomes difficult to determine who is the best among products, it will become popular to create competitiveness through operations to conquer the top three positions in the industry. So, it’s time to talk about operations in a simple and easy-to-understand way.

On March 3, Dajie.com's deputy director of operations and patent writer @韩利 was a guest on the free online lecture "Starting Point Academy Open Class" column, where he talked about operations in simple terms and provided you with a comprehensive grasp of the core methodology of the operations knowledge system.

Guest Introduction

Han Li is deputy director of operations at Dajie.com, a columnist for Everyone is a Product Manager , and the former personal webmaster of the website 108.com. He is the author of a mind map that covers all knowledge about Internet product operations . He has created 150,000 words of articles on Internet product operations and is currently the deputy director of operations at Dajie.com. Focusing on content-based communities and new media , he is good at operation optimization, data analysis , and copywriting, and has been committed to studying operational skills that can achieve great results with little effort!

The following is the text of the live sharing, compiled by team member @Final based on @韩利's article "Easy to Understand, Talking about Operations with a Laugh" , and edited and modified:

This time I will not talk about the general principles of operation, but only the basics. I will talk about operation in a simple and easy-to-understand way, with many practical examples. The purpose is to allow everyone to find some interest in the boring operations: interest is the biggest driving force of operations.

These are the keywords of the operational knowledge system that I summarized in 2015.

When people talk about operations, they often hear and see words like "users, fans, new media, content, and activities." These words are not unfamiliar at all, but do you feel that something is missing? Because these words give people the feeling that they are full of intelligence. Then why do many people still complain about poor operations and inaction? Many of my colleagues also wonder why operators are so busy every day but have no achievements to show? With these questions in mind, I summarized three points of understanding based on my work experience to help everyone get a glimpse of the overall picture of the operations position and some issues that need to be paid attention to.

Get a glimpse of the full picture of operations

Operations are more than just users, content, and activities.

Operation Overview

one

The user, activity, and content positions we often talk about belong to front-end operations. They have a common characteristic that they perform in the front desk, take it as their responsibility to please the users, and occasionally take advantage of the users when they are not paying attention. I call this type of operation position front-end operation.

There is also a part of the operation that is purely backend, which is bundled with the products and mainly provides services. The value of this part of the operations position is no less than that of front-end operations. Although the work is boring, it is actually very valuable and reflects the hardship of operations: doing things in silence and not seeing results in the short term. I call these operations positions back-end operations. There are many such positions, such as CV engineer, information reviewer, tagger, reviewer, dictionary maintenance, competitor monitoring, public opinion analyst, etc. Of course, don't underestimate these back-end operations. Back-end operations are the foundation of the product. They rely on basic services and are core competitiveness.

For example, the normalization of company names. When Baidu wants to recruit people, there are HR who recruits people in a unified manner, and there are also leaders of Baidu's various business departments who send out recruitment information themselves. The company names written at this time are different. For example, some are called Baidu, some are called Baidu Online, and some are called Baidu.com... These synonyms need to be classified under Baidu company.

The same goes for dictionaries. For example, if you are doing location-based recruitment business, then you need to sort out popular business districts across the country. If you are doing campus recruitment business based on major universities across the country, then the national universities are a dictionary, and the major majors in the universities are another dictionary. You need to know all of them well and monitor them in real time. Another type of business is to provide optimization support. For example, I have worked on label extraction of job highlights, which supports regular review of user search terms during search optimization to filter out illegal and meaningless ones (porn appraiser).

This work is boring! However, this has invisibly increased my understanding of the recruitment business. This was an unexpected gain. Therefore, if you want to quickly enter an industry, start with back-end operations. In the past two years, I have been dedicated to ensuring efficient backend operations and providing basic services, and have benefited a lot.

two

User operation, event operation and content operation must not be isolated. These three operations generally integrate work tasks into one and are inextricably linked to each other. So if you want to take a different approach and only do user operations for your entire life, then your future may not be very promising. Just like in the college entrance examination, only if you get high scores in Chinese, mathematics and English, can you have the chance to enter a prestigious university.

three

Channel operation is very important, and products that can speak for themselves and spread themselves are rare. For most products, channel success is still the key. There is a popular post like this in the operation circle:

• How I achieved 100,000+ by changing the title
• How to go viral on WeChat Moments through creativity

Then if you are familiar with the inside story of the circle, you will hear some words. For example: "That's all made up." This "do" has two meanings: the first is cheating, and the second is to build a channel. No one can reveal how it was made except the parties involved. In fact, copywriting and creativity are just two parts that users can perceive, and the channels behind them are what need to be considered.

Business Value

Operations are business-centric, with the goal of maximizing business value

Operations are business-centric. This is my point of view in the article "Operations should not be user-centric, that is the business of products and operations", which has sparked some discussion. I think user-centricity is just a means and is subject to your business goals. You can balance user value and business value, but you must put business first. User-centricity is only relative.

If you take "user-centricity" as your operational goal, it is very dangerous. Once you are too emotional, you will easily fall into an emotional whirlpool. This is also why most people act as if they are in a wonderful relationship, but change their minds after getting married. When attracting new customers, we always show our good side, but after converting you, we are no longer that innocent person.

For example: both the postgraduate entrance examination and recruitment industries target the college student market, and I have experienced both.

Postgraduate entrance examination vs employment

When I was working on the postgraduate entrance examination business, I wrote a large number of posts, advising students who had no need to take the postgraduate entrance examination to follow the trend and take the examination. Now I am engaged in campus recruitment business, and I use another approach: I will try my best to advise users who are preparing for the postgraduate entrance examination not to follow the trend, because employment is the most important thing. Because the college student market is fixed, with 6 to 7 million new graduates every year, all of them take the postgraduate entrance examinations. Who would still go to recruitment websites? So, sometimes I feel that operations are quite stupid. If you are not careful, you will change other people's lives.

Now I have a psychological shadow when doing recruitment: while we provide a huge amount of recruitment information, we silently pray that users will find a job later. Because the product is only valuable during the time you are looking for a job.

So, operations are conspiracy theorists to some extent. We are constantly trying to figure out people's weaknesses and then profit from them.

Also, in 100% of companies, the boss looks at sales/profits. Being user-centric and slowly building relationships, from my past experience, this is a recipe for death!

Therefore, we need to demonstrate performance and maximize business value while balancing the interests of users.

There are many examples of maximizing business value. I originally gave such a small example in the article, which I personally experienced:

When I first came to Beijing, I lived in a village in Zhongguancun and often went to a barber shop where I paid 6 yuan per haircut. Later, I made 50 yuan by designing signatures on the overpass, and I wanted to get a better haircut. Then I ran to a nearby bookstore and found an upscale one. After I went in, I was treated very seriously, served tea and water, and washed my hair while lying down. Then when I sat on the chair, the boss arranged a young master for me. I looked and realized that this was the same master who cut my hair in the village. He changed jobs. You see, the master is still the same master, the location is still the same location, but because the storefront is more imposing and they provided value-added services, they charged me 20 yuan.

From this we can see that maximizing business value is applicable to all industries. It doesn’t matter what you sell. What is important is to deliver dignity and a sense of presence.

Finally, the young master gave me a middle part in the hair.

This is a conspiracy, or in jargon, it’s called a game, a game with the users’ minds and with people’s weaknesses.

Of course, sometimes you don’t need to scheme. As long as you have the business goal in mind, you can still maximize the business value: Take the example of copywriting. Let’s look at the following four copywritings. This is an example of layered deduction:

First, the first copy: Tencent’s 2016 campus recruitment has begun. This is high-quality information in itself, and this copy is mainly aimed at those fresh graduates who want to join Tencent. The copywriting is good, and the word "Tencent" itself is very powerful.

However, we want to increase the click-through rate of this copy. I needed to expand the market in copywriting, so I thought of regions. Generally, college students in first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen have an innate advantage in joining Tencent. I wanted to show in the copywriting that fresh graduates from second- and third-tier cities also have opportunities, so I added a region: the whole country .

Then I thought, many people want to join Tencent, but every school has some people who lack self-confidence. For these people, I focus on the number of people to be recruited. The word "many" is very powerful and gives people a feeling of trying their luck.

Later, I thought it could be further optimized. There are many students majoring in unpopular majors who also want to find jobs in other majors. So at the end, I added another sentence: Some majors are not restricted. The word " unlimited" is very eye-catching.

Finally, we optimized it through copywriting skills, and the click effect was twice that of the first one:

[National] Tencent 2016 campus recruitment begins, recruiting more than 2,200 people, some positions are open to all majors

So, have you felt that there is market capacity hidden in the copy ? There are no clickbait titles, no fancy words, but the business value can be maximized. Why not do it?

If you feel that your copywriting is really not good, you can try to be the first to publish , such as first-hand campus recruitment information. Your monitoring ability can also add points to your performance.

When I was working on WeChat, there was one case that left a particularly deep impression on me. It was Huawei’s campus recruitment. I monitored the information immediately and pushed it directly on WeChat because Huawei recruited so many people that time, more than 10,000 people at one time. As a result, in less than half an hour, the recruitment information was spread to the mobile phones of Huawei employees. They immediately called us and asked us to delete the recruitment information. They were very kind because it might be a mistake made by their HR.

Deep understanding of operations

Operations are divided into two stages: trial and error optimization and efficient operation .

These are the two major stages of operations, and operations are about "fighting" and "defending". "Fight" means "being surprising", constantly "adjusting variables", grasping "key driving elements", and increasing "business awareness", and "defending" means "keeping to the right path", and finding the "optimal combination" for "efficient operation" from the "operation strategy".

Let’s talk about the fighting stage first. We need to find the key driving elements. For example, the reason why Chairman Mao was successful was because he found the key driving element that made him successful: the broad masses of working people. The target positioning is very accurate; moreover, his copywriting skills are also first-rate, fighting against the local tyrants, dividing the land, and touching people's hearts. Therefore, from a marketing perspective, the key driving elements of Chairman Mao’s success include precise target group positioning and first-class copywriting skills.

Now let’s talk about the defense stage. To keep the fruits of success, an operational strategy is needed, and the strategy is the optimal combination of key driving elements. For example, when selling books, if there is a lousy book that is not selling well, you can give it as a gift with a best-selling book, so as to arouse users' greed and boost sales of the best-selling book. This is a combination punch.

From an operational perspective, when you get a new project, you first need to constantly try and optimize, find the key driving elements that can help you achieve your indicators, and then develop an operational strategy. By combining these key driving elements, you can maintain the operational project indicators at a new level.

Take the case of APP push that I made as an example. The following figure is a very detailed case from the article "How to Quickly Move from Running to Operation" that I wrote two days ago. If you are interested, you can read it. I will repeat it here:

1. The process of trial and error tuning is mainly to summarize business rules and control more driving engines

Let's make a hypothesis. If I know that September is the peak recruitment month for the fast-moving consumer goods industry, October is dominated by the chemical industry, and November is the peak recruitment season for the banking industry. So, if I focus on campus recruitment information in the fast-moving consumer goods industry in September, can I increase the value of my business? Can I plan various recruitment topics and activities related to the fast-moving consumer goods industry during this period of time to maximize the information about the fast-moving consumer goods industry? This is doable. So I need to constantly study the data and information, find out the general rules, and then use trial and error to verify whether they are true. If they are true, record them and make them a key driving element.

Business has rules, so do user needs also have rules? According to my previous business experience, there is a pattern in the job hunting of fresh graduates. They generally go through four stages: online application - resume - interview - contract signing. If I can grasp that in September most people are looking for posts about online application skills and experience, then in September I can integrate content such as online application skills into a large-scale special topic, and use various channels to painlessly distribute it to meet the needs of most people. Therefore, the law of user demand is also a key driving element.

The process of summarizing these rules is the process of operation. If you have a complete grasp of the business rules and user rules, you can still achieve results even if your copywriting skills are average. This means that what you say is more important than how you say it. Of course, good copywriting is the icing on the cake.

2. Formulate operational strategies and enter an efficient operating state

My operation strategy is very simple. For example, I focused on pushing two types of information in September: 1. Selecting the top 10 well-known companies in the fast-moving consumer goods industry; 2. Posts on online application skills and experience. I only focus on these two types of content. This very simple strategy can keep the click-through rate of my copywriting at an excellent level in September.

Regarding operational strategies, let me give another example of WeChat. When I was working on WeChat last year, I accidentally brought 3 million PVs to M Station through three small articles in March. After I seized this key time point, if I had idle resources in March this year, I would make strategic combinations. Maybe one article could attract 3 million PVs. Therefore, trial and error tuning is sometimes unconscious, but operational strategies are conscious. Moreover, have you noticed that my operating strategy is for the New Year? This requires such a high vision. I am moved by myself.

If it works, here’s a quick breakdown of what I did this year:

I used the second copy at the first opportunity, and then controlled the number of content screens to 1 screen, that is, displayed the original reading text on the top screen of the mobile phone. Then, it is possible that I only need to post one article and may get 3 million PVs.

Therefore, the operational strategy is to know what copy to use, what content to publish, and then use some simple copywriting techniques to increase the business value.

What is the secret of operators to achieve high performance?

It's all about the details. Details determine the bonus

When it comes to getting performance through details, it involves a key word in operations: optimization. Optimization is a rather stressful process for operators, especially for men. It is somewhat embarrassing for a big and strong man to be entangled in bargaining for groceries every day. This is also the reason why most of the shoes we sell are for girls. Details are confusing. The following figure shows the confusion of a public account I created. I spent 2 hours trying to figure out how to maximize the click effect. Finally, I optimized the copy, pictures, and descriptions and decided on the last one:

In the case of Tencent recruitment mentioned earlier, I said that the title contains market capacity. In fact, the word still contains market capacity.

For example, the article I originally wrote: The Angry Operator, was changed to The Angry Workplace Person, and the click rate increased nearly 3 times.

Not only sentences and words contain market capacity, even single words can have a multiplying effect. I've seen a small example of HR recruitment. There was a small company hiring people. The company address had the word "室" (room) in it, resulting in a 20% interview rate. Later, they met a copywriting expert who removed the word "室" (room), resulting in an 80% interview rate. Why? Because users think the word “室” is too small and informal. You see, how important it is to understand your users!

In addition, the order of word placement can still increase clicks. For example, when China Merchants Bank is recruiting interns nationwide, it puts "nationwide" at the beginning.

Let’s take another example of a more comprehensive optimization.

It’s the end of the year, and our company is planning a large-scale job-hopping season event. After the marketing and creative departments have planned it, they need us to help promote it. We promoted it twice, as shown below:

The effect was not very ideal when I pushed it for the first time, so I concentrated on optimizing it once, and then all the indicators doubled when I pushed it for the second time. So how did I optimize it?

1. Optimize reading numbers

1. I don’t do headlines anymore, I do exclusives. Everyone knows that a WeChat account can post 8 messages at a time, but the more messages you post, the easier it is to disperse the traffic and make it unfocused. So everyone who does business on WeChat knows that the price of exclusive content on WeChat is twice as high as that of content posted on Toutiao. So, I post it exclusively.

2. Optimize the title and description. It is the end of the year, so I created a Spring Festival scene to give users a wonderful New Year expectation, and then quantify the job-hopping season into the names of several well-known companies.

3. I focused on optimizing the pictures because I found that this header picture was too advertising-like and I needed to weaken the advertising feeling. When making WeChat headlines, the header image is the most important. To put it simply, if the WeChat headline is Beijing, then the WeChat header image is within the Second Ring Road, which is the city center, while the title and description have already run outside the Sixth Ring Road.

After I photoshopped the picture that I sent for the second time, I gave it to the leaders for approval. Then there was an uproar in the group. Some people asked, why put a child in it? And so on.

Later, when they still couldn't make up their minds, I took the initiative and took over the responsibility and directly told the project leader: Just listen to me, you can't go wrong. Then it was sent.

Do discussions like this touch your nerves? Are they particularly similar to your daily work? In fact, the reasons I gave were just excuses. The real reason is to capture the user's momentary feeling. What I need is a split second touch because the user only stays on the WeChat list page for less than 3 seconds.

In the end, the result of the optimization: the number of readings was 2.26 times that before the optimization!

Later, I thought about this discussion and found that these are two different perspectives of thinking: marketing and creativity always focus on the brand, while operations focus more on the results.

2. Optimize the conversion rate of pictures and texts

As shown below:

Optimizing the content is very simple. Just remove the text description and create a suspense. H5 is popular now. If all your activity content is presented on H5, don’t waste your time on text and picture messages. What is important is to put "Read original text" on the first screen. Otherwise, the H5 that you designed with great effort will only be read by a few people, which is a waste of your youth.

The final effect after optimization is: the conversion rate of reading the original text increased by 14% compared with before optimization.

It’s all details that determine the effect.

How to write a copy?

Copywriting is just talking, and everyone can write

When it comes to copywriting, the first thing that comes to my mind is the boss. After five years of data collection and semantic analysis, I found a pattern: the number of likes from the boss is positively correlated with the performance of the employees. The more thumbs-up the boss gives out every year, the better the performance becomes . It’s amazing. Therefore, “Like” is good copywriting because it is effective, can stimulate emotions, and give employees a sense of security. Employees can only unleash positive energy if their safety needs are addressed first.

Therefore, when writing copy, what you are dealing with is emotion, strength, and angle, rather than textual description.

There are many people around us who are very good at talking and can easily lead others into trouble. For example, when buying a mobile phone in Zhongguancun, most salespeople will ask directly: What kind of mobile phone do you want to buy? This is an opening statement that directly taps into demand. When you finish describing what you want the phone to look like, the salesperson will say directly: I have it here, do you want it in black or white? You are asked to answer multiple-choice questions directly. Just be direct. As long as you respond, he will force you into an awkward situation where you have no choice but to buy. But when I start writing the copy, I scratch my head and get straight into the state of writing the composition.

In fact, copywriting is speaking.

In operations, most positions require dealing with copywriters on a daily basis. For example, new media editors, content operators, communication planners, event operators, etc., have to write many headlines a day. Therefore, for operators who are writing copy, how to say it is not a problem; the biggest problem is how to say it in different ways every day.

For example, the article above about resume strategies. If you search on Baidu, you can come up with thousands of titles. I picked them out one by one and tried them all, and found through the data that the effects of these copywritings are basically the same, and they belong to the same level, all deputy-department level .

Therefore, many people fail to make any sense when trying to write copy, because the angles of approach are the same, only the text descriptions are different. Some copywriting approaches are wrong and self-centered. Just think about it, apart from those in the resume business, who among the job seekers would want to be a resume master? What's the point of a resume being worth a few points?

Later, I started to think about how to write a title for a resume strategy article to make it more powerful. Here is my simple interpretation process:

First, I thought about writing about the users’ basic needs . Most people write resumes to apply for jobs, and the purpose of applying for jobs is to get an offer, so I write like this:

After reading this resume tip, you can get more offers.

The effect is good, it increased clicks by 6% , and I used it in different ways for a long time.

Then, I approached the issue from the user’s pain point perspective. Many users’ resume submissions were basically ignored. So I first described the user’s pain point, rubbed salt into the wound, and then told him the solution. As a result, I got another copy:

The reason why your resume is ignored is because of these problems on it.

This is closer to the actual needs of users, and the copywriting effect is improved by 3%.

We all know the funnel principle, one less step will lead to more success. Then I thought, there is still a distance between submitting a resume and getting an offer, so what is the most direct purpose of writing a good resume? I will definitely get more interview calls, so I changed the copy to this:

After reading this resume tip, you can get more interview calls.

The effect is 5% higher than the previous copy.

Finally, I used a copywriting technique: instead of writing about what users gain, I write about what they lose. It is said that there is a framing effect, writing about something lost can arouse users’ emotions more, so I changed it again:

Your resume has lost many interview opportunities because of these issues.

It is a direct and big improvement.

…

Just keep thinking and deducing like this, writing from different angles, and you can deduce 20 particularly powerful copywritings for the same resume strategy article. 20 items, with some twists, will be enough during the peak season of campus recruitment.

Do you think copywriting is still difficult?

Recently, I have been working on building my own copywriting arsenal. For example, I have classified the copywriting effects into different levels according to their intensity, picked out the most critical driving engines, and placed them in the arsenal in layers. After doing this, I can treat KPI as an enemy. I will use artillery to attack high KPIs and use a machete to attack low KPIs. Just like the two major stages of operations discussed above, the copywriting itself also needs trial and error optimization to arrive at scientific strength, and then operate efficiently driven by business goals.

Of course, although the copywriting is simple, it can lead to the destruction of a country if it is not done well.

For example, during the Kuomintang-Communist period, the two parties were fighting for the same territory. The Kuomintang was rich and powerful, while the Communist Party had only millet and rifles and was extremely poor. Then why did the Communist Party force the National Army to Taiwan? In fact, copywriting is a key driving element. Good copywriting must be written from the heart, and the Communist Party happened to employ many copywriting experts. For example, the message just mentioned about beating the landlords and dividing the land was too counter-intuitive and very inspiring for the farmers at that time. The Kuomintang was just so-so. They talked about the Three Principles of the People every day, and their writings were often mixed with classical Chinese. How can I be serious if I can’t even understand what I’m saying?

For example, when charging, the Communist Party would say: Comrades! Follow me! And the Kuomintang said: Brothers! Come on!

The copywriting was not done with care, and over time, the brand moved to Taiwan.

Operator Value

Because in many Internet companies, we value user value and business value, but no one values ​​the value of the operators themselves.

I moved from four companies in seven years, and each time I was stuck on salary increases. Especially in the first four years when I worked in operations, I was the best employee every year and was given a rice cooker every year.

When the contract was due for renewal, my leader encouraged me and said: Han Li, you are a capable person, keep working hard. I said yes! The leader told you to get out. I said I had nothing to do and wanted to chat for a while. The leader didn't respond. I said, well, I'm short of money right now, can you please give me a raise? Didn’t your boss say he gave you an electric rice cooker? I said raise the salary...

Just when I was about to cry poor, my boss slammed the monitor in front of me and said, "Look, look, our sales this year have doubled the sales of last year, so we deserve a salary increase. You're just a grassroots operations staff, how can you get a raise?"

This left me speechless, and I thought to myself, your house has no foundation! Therefore, the only way to increase salary is to change jobs.

So, those of us who worked in operations in the early days basically had no dignity to speak of. Many Internet companies place too much emphasis on products, sales, and markets, but forget the value of operators.

Now, the era of products taking charge and operations protecting the company will no longer exist, because when the products are no longer in a melee and it is unclear who is the winner, it will become popular to create competitiveness from operations to conquer the top three positions in the industry.

Just like getting a marriage certificate from the Civil Affairs Bureau, the operator finally stood up.

Here are some questions asked by our friends:

Q: What is Mr. Han’s understanding of products and operations?

Answer: Products are responsible for retention, and operations are responsible for conversion. For example, the product is the daughter-in-law, and the operation is the mother-in-law. The mother-in-law always wants you to leave something before you take the daughter-in-law away. And you needed a wife, so you left something behind. Of course, operations cannot achieve retention, but they can give the product a tone, which is the style. For example, when a mother-in-law is looking for a son-in-law for her daughter, she will definitely spread the good and virtuous words of her daughter everywhere. Over time, her daughter's reputation will improve.

Q: How to seize real-time hot spots and attract traffic?

Answer: Regarding catching hot spots, I basically don’t try to do so. I have tried it before, and if your product is not as comedic as Durex, it is basically useless to catch it. Generally speaking, once we know about a hot spot, it may no longer be hot. So if you have the ability, change your perspective and think about how to create hot spots. This is creativity. I basically rely on guessing. For example, the average salary of 309 cities I originally worked on was very popular, but it was not deliberate. Those who are premeditated often start from the channels.

Q: You often receive some very interesting push notifications from Dajie.com app, such as “your boss gave you a raise”. Why do you choose this clickbait-style operational approach, and what is the effect?

A: This is a trial and error process. At that time, I had an idea that needed to be confirmed: If I use clickbait headlines to push messages, but the content of my push messages is good enough, can I remove the user's feeling of being deceived? So I tried one every now and then. The copy focused on close combat and was closely related to the users, grabbing the users' instant attention. As a result, I used many methods to optimize the content I pushed, but there were still users who reported that they were fooled, so the final perception was not valid. Of course, it is also possible that the content is still not in place, or the user segmentation is still unreasonable, which remains to be determined later.

Question: What indicators are generally used to evaluate the effectiveness of an operational activity, and how can they be formulated more scientifically?

Answer: Indicators follow the purpose! What is the purpose of the operation? That is the relatively quantitative indicator. But sometimes, we solve a problem (purpose) through operational activities, and sometimes we don't need an indicator. For example, I used to work in education for a listed company. At that time, two K12 business institutions were acquired, which were relatively independent of each other. Later, the two institutions simultaneously bid for the popular keyword "college entrance examination" on Baidu, which immediately drove up the price of the word "college entrance examination". This was definitely an internal friction for the operation center, so they wanted to integrate the marketing budgets of various institutions to unify the bidding, and then distribute the sales leads to the two institutions. One of the institutions is quite strong and believes that our operations center is not capable enough and may hurt their sales. Therefore, in order to conquer this institution, the big boss made a bet with the boss of this institution on the eve of the college entrance examination. We planned a college entrance examination activity at the same time, and used the number of consultations received as the PK indicator. After the PK, if our number of consultations is higher than theirs, then they will agree to hand over the marketing funds for unified management. Therefore, although the goal of this event is to attract consultations, there is a bigger purpose behind it, which is the question of who will get the 100 million yuan marketing budget. So, sometimes, we may not need to complete the indicators to achieve our goals. Of course, this is an exception.

I divide an operation cycle into two major stages: the trial and error tuning stage and the efficient operation stage. There are no clear indicator values ​​in the trial and error tuning stage (of course, assuming that your leader does not set indicators for you), especially when you get a brand new project and you don’t know to what extent you can achieve it, so this stage has a purpose, which is to find the key driving elements, that is, those elements that can drive your current indicators to improve, and then optimize them one by one to the optimal value state; the second stage is the efficient operation stage, at this time the current indicator value is clear, after combining those key driving elements, you will get an optimal result. This optimal result is the indicator scientifically formulated. Of course, the direct goals of all operational activities will eventually be tied to your ultimate goal. Whether it is positively correlated or negatively correlated, you need to calculate it, and then you can know whether your operational activities are really effective.

I recommend you read an article I wrote: "How to quickly move from operation to operation position". I also recommend a book: "Data-Driven Management". The first chapter of this book is particularly worth studying. It contains a method that can scientifically set annual goals for each quarter, each month, and even each day. I have been using this method for the past two years, and it has enabled me to set indicators scientifically and I have a clear idea of ​​what I am doing!

For more wonderful answers, please go to the Tiantianwen Hanli special: http://wen.woshipm.com/activity/detail/0pe.html

Mind Map

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Download the PPT and mind map for this sharing: http://pan.baidu.com/s/1pK2f0aZ

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