As an operations manager, what is your daily job?

Different products, different product stages, different configurations of the operation team, and differences in operation positions will lead to different daily work for everyone; here we will talk about what the common daily work is.

1. Information Accumulation

No matter what kind of operation you do, you must accumulate enough information. It is recommended to download various news apps for reading at work. For most people, this way of reading only allows you to build an impression, and speed reading or headline reading are both acceptable.

Goal: Mainly to obtain information, such as investment and financing news, hot events, and hot topics; it would be best if some ideas could emerge on this basis.

Recommended software: Pocket. For example, when you use clients such as Renrenshishipinmeng.com , 36Kr, Zhihu Daily, Toutiao, and Moments to read information; if you come across valuable content that requires in-depth reading, save it to Pocket with one click. The value of Pocket lies in reading it later, avoiding going deep into a valuable piece of information and disrupting your reading rhythm; or your work rhythm. Can be saved or read on different devices.

In addition, this software is actually very helpful for time management.

2. Goal Sorting

Collect statistics of various data to organize goals and make appropriate analysis. for example

1. Content operation: Check the UV, PV or web page value (i.e. how much contribution the content launched yesterday made to the ultimate goal (goals include registration, order, PV exceeding 10, etc.)
2. User operations: look at new user registration conversion rate , number of new users, number of active users, number of lost users, user orders, and other indicators
3. Promotion and operation: Check the traffic from each channel and the quality of the traffic (such as dwell time, visited areas, etc.)

Recommended tools :

Excel: Based on these data, compare the gap with existing goals and plans; make new adjustments and organize new ideas; set goals for today and tomorrow, and then make new plans;
Use mind maps to organize new ideas and do divergent thinking

Tools for organizing ideas: mind mapping, I often use MindMaple;

If you are already a manager, or the coordination role already occupies a large part of your work, it is recommended to use: Omnifocus : The value of Omnifocus lies in connecting projects with people. It can make work forecasts, set time points, and indicate priorities. It can also clarify each project leader and the completion time point or the time points of different stages. It is more valuable for team management or work coordination.

Prioritization:

Differentiate between important/unimportant & urgent/non-urgent . This can be recorded in Evernote or in Omnifocus above.

In fact, for most operations, the core of progress lies in this half hour, and there are many problems that need to be solved:

How did yesterday’s data perform? If there is no data feedback, are there any qualitative indicators? If you don’t know how to look at the data, you can learn GA, Baidu Statistics, and CNZZ. They also provide a general introduction to what indicators should be looked at for different positions. If you are unable to make a qualitative judgment for the time being, use a certain logic to judge. The key to operational work is "look at the data for everything, look at the logic if there is no data, and look at the experience if there is no logic." After describing it with a certain logic, write down the problem and ask your leader for advice! When the existing core data is clear, think about whether the existing data indicators are reasonable, what are the related data indicators, and how to improve them.

If the existing goals are different from the plan, think about the logic of the plan and compare it with the actual operation situation, and use the experience for the next plan; the next step is to find new solutions.

Everything starts from the source:

1. For content operation , the goal is usually PV/UV. What are the changing trends of the two? UV remains unchanged or increases, but PV is decreasing; check the exit rate and bounce rate of each major page to confirm whether there is a problem with the content quality; check the click distribution of each push content and recommended content to see if the recommendation mechanism needs to be improved; and so on. Keep looking for the reasons; if UV decreases and PV changes again, it is usually because the quality of content arrangement is declining. If UV decreases and PV increases, it is possible that the content appeal is increasing, but the user group facing the content is narrowing.
2. User operations , how are the number of new users and the cost of new users changing? Other data such as churn rate and activity need to be analyzed. The number of new users increases or decreases, and the cost increases or decreases. These are four different situations that need to be analyzed one by one. Is it because the quality of traffic has decreased, the cost of acquiring traffic has increased, or the registration conversion rate has decreased? In routine work, these analyses only need to correspond to corresponding actions, such as delivery, activities, marketing , product changes, etc.
3. Promotion and operation : what is the traffic change trend of each channel? What is the current situation of the channel that was the main traffic source before? Is there a problem with one channel or multiple channels? What are the recent major changes in these channels? What are the abnormal actions? Secondly, the change in traffic quality, how did the bounce rate, dwell time and other items change at that time, and how did the lagging statistical retention rate change? All of these need to be analyzed;

No matter whether these data get better or worse, as long as they are unexpected, we must find out the reasons;

The next step is to think of a method. This method needs to directly solve this goal. For example, if the PV of the content is reduced, change the recommendation mechanism and the high-quality content screening mechanism; if the number of new users is reduced, the cost of new users is reduced, and the traffic demand is increased; if the registration conversion rate is reduced, point monitoring is performed; there are thousands of possibilities. The more problems you encounter, the more likely you are to accumulate experience;

Summarize:

1. The data is changing, and we need to focus on the change of a specific value;
2. For the focused issues, propose ideas and list potential problems - propose solutions - if the issues are not clear, collect data and then recover data to clarify the issues;
3. Most of the time, you only need to track and analyze recent special actions instead of doing it every day to improve efficiency;
4. Communicate with leaders frequently or seek advice from other friends

Continuously break down goals and make new plans; break down the goals for the entire month into specific tasks for today, and how to adjust the new plan and make continuous changes

The existing indicators have been constantly improving. Can we propose some new data indicators to set higher requirements for ourselves?
Adjustments to today's work

3. Morning Meeting

Morning meeting communication or other

Usually used to synchronize product progress, operational data performance, next work arrangements, etc.; the value of the morning meeting lies in understanding the progress of products and operations, and also in communicating your own ideas.

IV. Specific tasks

The specific work is basically based on the plan, such as

Content Operation (Product Online Education)

Early product development:

1. Curate content topics
2. Recruiting people to produce courses
3. Communicate with potential content producers
4. Produce your own content
5. Content modification
6. Content packaging
7. Promotion of content

Mid-term product:

1. Testing of various content production incentive systems
2. Build product mechanisms or incentive systems to encourage users to produce content independently
3. Content Cooperation

Mid-late stage:

1. Recommendation and review or manual editing
2. Profit from writing soft articles
3. High-quality content mining

Among them, operations at different stages do different things:

Primary Operations

1. Content material accumulation
2. Summary of product recommendations for content production
3. Design of cover and other materials (not necessary if you have a dedicated graphic designer)
4. Data Summary
5. Topic selection and topic formulation
6. Content-related campaign development
7. Competitive product content summary
8. Content promotion resource scheduling
9. Improve execution details based on data

…

Intermediate and senior operations

1. Recommended content standards
2. Audit process planning
3. Develop content-related goals based on company requirements
4. Decomposition by objectives, including personnel analysis
5. Content production mechanism in the early stage of the general period
6. Build product mechanisms or incentive systems to encourage users to produce content independently
7. Exploration of content profit mechanism
8. Content trend analysis

…

The content operations of different products vary from product to product.

Speaking of this, let me ask, what is content?

What is content? Anything in a product that can be consumed by users and can extend their stay is called content. The content that users stop at and consume on different products varies greatly, so the presentation of content on different types of websites is completely different.

For example, on news, blog and video websites, the content is the consumable media composed of text, pictures and videos; on e-commerce websites such as Taobao and JD.com, the content is the display page of each product; and in application stores such as Appstore, the content is the products in the application store. In tool products, the data that can be consumed is also content.

The form of content changes according to changes in the product. For example, for a weather mobile product, the content is various data such as weather conditions, temperature, PM2.5, and ultraviolet rays. The role of content operation is to collect weather data for various regions and time periods. The corresponding data can be obtained through the interface provided by the National Meteorological Administration. The problem of content operation can be solved from a technical level, so there is no dedicated content operation position.

Light content

Weather and other product data → Game props → Like/favorite → Follow/comment → Selfie → Short video

content

Encyclopedia → Questions and Answers → Product Page → Article → Resume → Design Works/PSD Source File

Heavy content

Online novels → open courses → videos → self-made dramas → micro-films → movies

How is the content of the above products operated?

What is the core of content operation?

• Generation mechanism
• Consumption scenarios
• Display form
• Mode of transmission

There are also many details about content operation that need to be elaborated, which I will talk about later when I have the chance.

Going down the hierarchy, user operations and promotion operations will only be more complicated than this! ! ! Come back to fill the hole when you have time

Recommended tools:

Mac air: For operations, air is enough. If your computer is 10 minutes slower every day due to computer lag, calculate how long that is in a year. This is the most valuable investment.

Evernote: If you can use Evernote, try not to use Word. It is very common for the computer to freeze in the middle of writing a document. Cloud collaboration is also very convenient.

Photoshop: Essential software, no matter what position you are in, it is better to rely on yourself than to rely on others

Favorites: Collection of various websites from design to operation to product to creativity to marketing to materials

OmniOutliner: Recommended to colleagues in WeChat operations . It is not easy to write original articles. Sort out your thoughts and fill in the blanks slowly.

OmniPlan: manage the schedule of various operational projects;

Google search: website search, title search, document search, keyword search, related website search, these functions must be very useful;

Network disk :

5. Understand the product and users

Continuously deepen your understanding of the product

1. Know as much as possible about the product’s past trials and errors and data
2. Know as much as possible about the future development direction of the product
3. Use your own products as much as possible, experience the scenarios of user consumption from scratch, and experience the performance of the product at different stages from scratch, including login frequency, usage habits, and reasons for recommending the product to others.

Use other products in the same way

Understand users: constantly analyze user data, hang out in user-related groups, read posts, and understand user demands.

Recommended tools:

Evernote, record by tag, experience products divided into categories

6. Learning

Why do we still fail in operations even though we know many principles?

1. Do you understand or only have a partial understanding?

In the morning or during work, if you read an operation-related article, you will say that you have worked hard. The experience accumulated by people who have worked for several years requires careful study to understand the deep meaning;

When making products, we need to talk about scenarios. When learning operations, we also need to talk about scenarios. What is the scenario of the author's work, what is the product form, what is the product stage, what is the product scale, what is the author's work experience, what is the author's resource experience, and what is the scenario you are in. Therefore, understanding is not about knowing the traffic, conversion rate, and how to write a title, but about constantly combining it with your current state;

2. Practice

The superior man hears the truth and practices it diligently;

The middle-ranking scholar heard the truth and was in a state of uncertainty;

The inferior man laughs when he hears the Tao. If he did not laugh, it would not be the Tao.

Execution is day-to-day

3. Summary

People often say that 40% product, 30% operation and 30% luck.

What is uncertainty in operation? Why is there uncertainty? Because we don’t understand it deeply enough and can’t explain it, so there is operation to explain it. In fact, there is a certain logic and data behind it. Only by constantly summarizing can we analyze the content behind it.

4. Accumulation

For example, today there is an article about WeChat products, which I benefited a lot from reading. Can we collect all the information about WeChat and study it slowly? This is the case for WeChat, and other products also need to be done in this way;

Case: Do we need to collect all the Weibo posts that have been forwarded more than 10,000 times? Do we need to collect the good marketing cases ? Do we need to collect the inspirations?

Systematic learning: read books, once, twice, three times, and repeatedly;

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