The most comprehensive operation knowledge and operation framework in 2019!

For newbies in operations, in order to learn operations knowledge, they always search for operations knowledge points on the Internet. They read a lot and memorize a lot, but when they really get to work, they still don’t know where to start, or after taking action according to the knowledge points on the Internet, they always feel that the deviation is a bit large, which makes the newbies feel hesitant and deeply doubt that they are not cut out for operations. They even want to change careers.

In fact, the fragmented knowledge points on the Internet are of great help in doing a good job in operations, but they will only produce better results when established under an operations system. Therefore, doing a good job in operations still relies on systematic operations knowledge.

This article will combine common operation strategies, operation models and operation thinking to help new operators grow quickly.

First introduce the commonly used methods, integrate them into the operation model, and combine them with some commonly used thinking. You can gradually form your own operation framework. Then, you can add the operational knowledge you have learned to your own operation framework to guide your future work.

All product operation work will include: channel operation, event operation, and content operation. You can apply the operating model and do one or several of them. This may sound a bit confusing, but to put it simply, the operating model of product operation is the guiding ideology, and channel operation, event operation, and content operation are the means of implementation.

According to each step in the guiding ideology, divide the implementation means, grasp the operation rhythm, review the operation work, optimize the process, and continue the work cycle.

1. Operational methods

Common operation methods include: channel operation, activity operation, content operation, and user operation.

1. Channel Operation

Three elements of channel operation: channel, crowd and material.

1.1 Channels

There are many kinds of channels, which can be broadly divided into active channels and passive channels.

• Active channels are behaviors initiated by users, and these users are accurate. Common ones include: search engine channels, including Baidu, 360, Google, etc.; app-exclusive channels: ASO, etc.
• Passive channels mainly focus on targeting users and pushing them content that they like. Common ones include: information flow: headline ads, circle of friends ads, etc.; self-media: Toutiao, Baijia, Dayu, etc.; forums, EDM, etc.

1.2 Crowd

The crowd is the main factor in deciding whether to launch a channel, and at least the product-channel match must be achieved. For example, a project I recently learned about, Fun Dance, targets women aged 30-45 in first- and second-tier cities who want to shape their bodies or lose weight. With this user portrait, we can roughly infer that women aged 30-45 can be divided into two types: full-time mothers and working women.

Analysis of user attributes including main platforms, active time, user concerns, user pain points, etc. for these two groups of people.

By choosing channels suitable for products based on the platforms where people are active or the user portraits of the platforms, we can achieve product-channel matching.

1.3 Materials

During the delivery phase, the creative determines the click-through rate. We select and make a rough crowd portrait based on the crowd, refine the selling points and prepare promotional materials based on the data that users care about and the unique features of the product itself.

For example: users who want to shape their body may focus on local weight loss such as waist fat, thin arms, and thin thighs; users who care about weight loss may be more concerned about overall weight loss. The unique selling point of the product is the one-to-six online private training.

Based on the selling point copy and pictures, you can make 5 materials from different angles to test the click-through rate, and keep two groups of materials with better click-through rates to use as delivery materials.

1. Event Operations

Event operation is to use all means of activities to improve the user's target indicators, which can be new users, retention, payment, etc. There are many promotional activities on e-commerce platforms, such as: Double Eleven, Double Twelve, 618...

In fact, an event is a time-consuming and laborious job, which generally includes before, during and after the event. Most of the work is done before the event, while the effect can only be seen after the event.

2.1 Before the event

User research, plan writing, resource investment, and node control.

• User research: Design activity themes, activity processes, prize settings, communication point embedding, etc. based on target users;
• Proposal writing: background, purpose, time, location, object, theme, process, etc.;
• Resource investment: copywriting, page design, function development, prizes, budget, investment channels, etc.;
• Node control: The time nodes for the entire pre-event preparation must be properly controlled to avoid the overall delay of the event due to the inability to complete a certain task.

Before launching an activity, it is necessary to conduct activity testing to see whether the entire activity process can be run smoothly.

2.2 Activities

Monitor data in real time. Certain activities are prone to attracting freeloaders. Once such data appears, we should plug the loopholes in time to ensure that the hardware in the activity does not fail, and server downtime, program crashes, etc. are handled in a timely manner. Especially when spreading links in the WeChat ecosystem, you must pay attention to the problem of link blocking.

2.3 After the event

Summarize the data and review it in time after the event. Even if you have thought about many aspects before the event, unexpected problems will still be exposed during the event. Summarize the problems to avoid the same problems in the next event.

There is no perfection in event operations, and better event operations are all achieved through trial and error.

1. Content Operations

In most people’s eyes, content operation means writing copy. In fact, this is a one-sided view. Everything that can be seen and heard on the Internet is considered content, including text, video, audio, pictures, etc.

Because most operations involve text content operations, the focus here is on content operations, while the content of pgc and ugc is mostly used in community content operations. It would be better to include pgc and ugc in user operations rather than content operations.

Most of the content operations we usually come into contact with rely on our own websites or third-party platforms, and mainly include the content writing skills of soft articles. Here we mainly introduce the writing skills of self-media platforms.

Generally, there are three types of article writing: original, collection & editing, and translation.

3.1 Title

The self-media platform has given the recommendation volume, so how to attract users to open it is the top priority. Common titles include:

• Digital : 3 methods, 4 suggestions;
• Question type : How to choose a title with 100,000+ views;
• Negative type : 8 common mistakes, etc.

3.2 Content

There are many content writing techniques, here are six words that I agree with: practical, creative, and easy to understand .

There are four common methods of content writing:

1. News type: reporting something in a media tone and news style, using news writing style, which makes people mistakenly believe that it is a news report.
2. Technology sharing: Attract users by spreading knowledge, skills, technology and other content.
3. Lessons learned: Describe your own experiences in the voice of someone who has experienced it. The more the story fits the user, the easier it will be for the user to believe it.
4. Emotional stories: Express ideas through your own emotional stories to resonate with readers, introduce the brand into the story unconsciously, and appropriately highlight the brand's advantages.

Do content operations, write good content, and pay attention to collecting materials on a daily basis, so that you will have content to write when you write content. If you have decided on the content direction, you will still have time to collect materials online.

4. User Operation

The basis of user operation is event operation and content operation, organizing activities and creating content with users at the center. Generally, user operations will be carried out from the aspects of attracting new users, promoting activation, retention, conversion and recall.

User operations should be carried out from the following four aspects: drawing user portraits, building a user system, and setting up user gameplay.

4.1 Draw User Portraits

Drawing a user portrait generally starts from two points: user attributes and user behavior characteristics.

User attributes generally cannot be changed, such as the user's age, gender, education level and other free attributes of the user.

User behavior characteristics: users are divided according to the functions of the product. For example, app video users, some like to watch, some like to like, some like to comment, and some like to post videos. These are all user behavior characteristics.

4.2 Building a user system

Users are divided according to their activity. Generally, activity is divided according to DAU/MAU, which are usually referred to as daily activity, weekly activity, and monthly activity.

They can also be divided into low-frequency users, low-medium-frequency users, medium-frequency users, medium-high-frequency users, and high-frequency users. As for the division indicators, they are divided according to the characteristics of their own products.

4.3 Setting User Play Mode

Based on the above user system, user operation strategies are implemented for different users to increase user activity and reduce user churn.

The essence of user operation is to label a certain type of users, operate activities and content operation strategies for a certain type of users, increase user activity and reduce user churn.

After introducing each move and integrating them into the overall framework, a routine is formed. With the routine of operation, newbies will no longer worry about whether they can operate the business or not.

2. Operational Model

Put the operational means into the operational model, and then you can choose the appropriate tactics and do it in the area you are responsible for. The operating model here excludes the changes that should be made to the product, and only talks about the routines that can be used at the operational level.

Common operating models include: funnel model and AARRR model.

1. Funnel Model

AIDMA theory is the theoretical basis of the funnel model. Its concepts include Attention, Interest, Desire, Memory, and Action.

1.1 Attention

What they focus on is channel operation and content operation to push their products to users and attract their attention.

1.2 Interest

Activation during operation, arousing users' interest in the product, mainly relies on event operation and content operation. Users see and try the product through the channel.

1.3 Desire

Activeness in operations can arouse users' desire for products, mainly through community content construction, event operations and user operations.

1.4 Memory

Similar to the activeness in operation, because the product is well operated, the unique features are displayed to users, and users have a certain understanding of the product. It mainly utilizes: community content construction, event operation and user operation.

1.5 Action

Similar to monetization in operations, in most cases it relies on event operations to stimulate users' purchases, sharing, etc.

2. AARRR Model

AARRR is the abbreviation of Acquisition, Activation, Retention, Revenue, and Refer, which correspond to the five important links in the life cycle of an application.

2.1 Acquisition

The first step in product operation is to attract new customers. Channel operation is a common means of attracting new customers. After you have a certain amount of user data, you can use event operations to continue to attract new customers.

2.2 Activation

After users come, activate them and keep them. Excluding process problems of the product itself, you can use activities and community content to improve user activation.

2.3 Retention

Retention means turning users into active users. The attributes of the product itself are the most important. Communities can rely on content to retain users. E-commerce generally relies on coupons to improve user retention. In essence, it still relies on activities to improve user retention rate.

2.4 Revenue

Monetization can use promotional activities to stimulate users and increase their willingness to pay, and content can play a supporting role.

2.5 Refer

Self-propagation requires users to be surprised so that they will psychologically be willing to spread the word. It is a bit difficult to get users to start spreading the word through content. Generally, activities based on the principle of reciprocity are used to encourage users to spread the word. For example, programming software uses sharing invitation codes, and users can become VIP after filling in the code. In fact, every day we can see in the group that someone invites us to bargain, which also utilizes the principle of reciprocity.

Keeping the operating model in mind will be helpful in operations work, and if you don’t find it helpful, it will also be helpful in future interviews.

3. Operational Thinking

Moves are moves, routines are routines, but strong thinking is also needed to do operations well. Three types of thinking are commonly used in operations: goal thinking, product thinking, and data thinking.

1. Goal Thinking

In general operations, leaders will give a goal, or select operational goals on a quarterly basis. The goal needs to be broken down and channel goals need to be broken down from the operational methods. Always remember that all operational means are done to achieve the goal.

1. Product Thinking

Operations deal with products the most. You need to understand the basic logic of the product, be able to read the product's PRD documents, and understand common product terms: MVP, PMF, etc. A certain level of abstract ability is also required. For example, data indicators improved by some commonly used means can sometimes be productized to increase the overall speed of operations.

1. Data Thinking

A considerable part of operations work is to analyze data, analyze existing problems from the data, and solve current problems. Without better data thinking, data are just cold numbers. We need to analyze the reasons behind the data, identify the current problems, and find solutions.

Summarize

The above has discussed the commonly used moves, routines and thinking. If you sort out these issues clearly when you are a novice and practice each move well, there are still many pitfalls that you will inevitably encounter. There are some methods and techniques involved here, which are just some improvements in thinking. In real work, there can be moves and routines, which can only help newbies grow quickly and avoid some pitfalls.

In operations, the more pitfalls you encounter, the faster you grow!

Author: Zhang Mu

Source: Paradigm Product Operations