The operations director who achieved 10 million app downloads in one year shares practical tips : practical strategies from ordinary operations to top operationsXiao Ting has five years of experience in Internet operations. He started his career in community operations and has worked in many positions including sports reporter, channel editor, marketing planner, and event operation. He is currently the operations director of Hupu Running App , and has led the team to achieve tens of millions of downloads of the app product within one year.Content Overview:
What is the gap between entry-level operations and excellent operations?
What skills are essential for junior operations?
Deep thinking is often more important than diligence!
How to operate with product and technology thinking?
Brand marketing : Excellent operation is the agent of the product! Three key recommendations for product packagingCase analysis: How to organize an offline event for tens of thousands of people through the power of an operationThe topic I will share today is the practical strategies from ordinary operations to top-level operations. To put it briefly, it is the five-layer pyramid practice method of excellent operations. It is a summary of my five years of operations work. When I started summarizing the five-layer pyramid, I didn’t know what ordinary operations were and what top-level operations were. Until today, I am still iterating and improving this pyramid. The reason why I am talking about this topic today is that I think the rapid growth of an operator does not depend on how much work he completes or how many cases he has done, but depends on his overall view and the way he thinks about problems.Because the following cases will involve my work experience, let me talk about myself again. I am from Hunan, and my operations career started when I was a student. At that time, I was interning at Hupu, which is the largest sports website in the country. I was a sports enthusiast, so I applied for the position of moderator. At that time, I didn’t know that the moderator was responsible for community operations. I found the one-year work as a moderator quite fun. I successfully made myself an Internet celebrity , although I was a celebrity in a small area. At that time, I grew that section from 0 to 100,000 users. After graduation, I worked as a sports reporter at Hupu for a year, and started to do content operations. After that, I built a running media channel and later became the editor-in-chief.In 2013, the running team turned to mobile devices, and in 2014, we developed an app called Hupu Running, so I have worked in many positions including community operations, content operations, and event operations. My personal favorite research is event operations, which is particularly interesting. The most important consideration in sedimentation and accumulation is content operation, but the most difficult part of the entire operation is actually community operation.Although many people say that the starting point of community operation is very low and the tasks involved are all very miscellaneous, it is very difficult to do community operation well, because it is an ecological system that requires handling many details in the middle and must be closely connected with the product. Today, we will combine the various operation positions together. Although the functions are different, some of the methodologies are similar.What is the difference between ordinary operations and top operations:There are two cats on the PPT. One is a loser cat, the month is almost over but the KPI is still not achieved, the other is an excellent cat, who is very proud when facing the KPI - you know I never care whether the product is good or not, because I can handle anything. This picture is actually meant to be funny. You may have read an article before, "The Difference Between Advanced Operations and Ordinary Operations" (link: //www.opp2.com/2199.html), in which there is a sentence that says, "Even if the product is a pile of shit, the operation must be able to make people eat it and give it good reviews." I personally have doubts about this point of view, because I think the difference between ordinary operations and advanced operations lies in the ability to judge the core value of the product. Top-level operations know very clearly what the core value of a product is, because in addition to attracting new customers, promoting activation, and retaining customers, delivering product value is a part of the entire process.If the operations themselves think the product is a pile of shit, then what’s the value in people eating it? This is what I think is the first difference: top-level operations can clearly understand what value is being delivered to users from beginning to end, and can make users understand and perceive it well.The second difference comes from your work attitude, which largely determines whether you are an excellent person or a mediocre person, and not only determines whether you are an ordinary operator or a top operator. Do you have 100% sense of responsibility and determination to do well in the things you are operating? Because everyone should have experienced that it is difficult to get someone to teach operations position step by step, and users are particularly fickle, and our operations methods must also be constantly updated. Therefore, the operations position may seem to be a repetitive job, but in reality we often face new challenges, so sometimes we need to be able to stand on our own.For example, event operations must constantly come up with creative ideas and also implement them; new media operations must independently assume the KPIs of increasing followers and readership. Nowadays, it is rare that one account is run by two new media operators. Not only ordinary operations, evenAt the level of Operations Director and COO, they will face more areas that they have never touched before. So if they do not work hard to study and research something they have never done before, it will be very difficult to make progress. So believe me,Well, top operations are not taught, they are 100% honed by oneself.I can give you an example from my own experience. We used to have an operations partner in our team. He was very active when he first started working and could work on an event planning proposal very quickly. But gradually I discovered that he had a problem. He would leave the ideas blank and wait for others to help him think for him. For example, he would leave the topic tags blank when it came to the theme of the event. When he was making an H5 page and asked how to write a one-sentence sharing copy , he also left the ideas blank. One day I talked to him and asked him why he didn't finish writing it before giving it to me. His answer was that he felt he couldn't think of anything anymore. A few months later, he announced that he was leaving, saying that the operations position was not suitable for him and that his thinking was more suited to product development. Before he left, I said to him: You should wait until you have studied 100 events before judging and deciding whether you are suitable for event operations. Many times when people face difficulties, they feel that they are incapable of doing so. They tend to overestimate their abilities in another unknown field, and then underestimate their room for growth in the current field. In fact, I have always used this sentence to encourage myself.From the time I entered the industry to now, my operational knowledge system comes from practical experience and sharing from experts, but I have tried my best in everything I have to do. After a while, I looked back at what I did at that time. At that time, I thought I had done 100%, but when I re-examined it, I found that there were many loopholes and shortcomings. So I think human growth is like this, breaking through one's own limits again and again to achieve a rapid leap in the process.So this is what I think is the second difference: top operations can do the current tasks well with 100% determination and responsibility.The third difference I think is in the way of doing things.First of all , there is a difference in thinking when doing things. Take new media as an example. If your boss tells you that we need to increase 10,000 fans this month, ordinary operators may think that they need to write good articles and let more people share them on WeChat Moments. In this case,In order to get more fans, he may spend a day writing a copy that he thinks is very good, and then get more than 20,000 reads, and about 4,000 to 5,000 new fans. After the top operator receives the boss's users, he will think, why not do an activity to increase fans? He spends half a day applying for a budget of 500 yuan and does an activity such as a forwarding lottery. Generally, such an activity will result in several thousand new fans.In this matter, both ordinary operations and top operations did the job and did it well, but top operations may have spent less energy and achieved better results. There is a saying that the first step in doing things is to do things right, and then choose the right things to do based on this. To put it in English, First, do thing right. Second, do right thing. So the top operator may know better how to do the right thing.Let’s use the work of new media operations as an example. Regarding the writing of titles, now you have an article written by an operator of Alibaba. To choose a good title, an ordinary operator may take out a template. There are many similar articles on Qinggua Media. He imitated and borrowed from it and took a title "Revealing the Ten Thousand Word Operation Secrets of Alibaba Operations, First Publicly Revealed". This name is good, right? But he doesn’t know why this template is good. When a top operator writes a title, he will analyze why this template is good. The first step in writing a title is to make it understandable to users. The principle of being able to understand it at once is very important. Therefore, the first reason why a good title template is good is that users can understand it at a glance. The second is that it can quickly trigger a certain emotion in users, which may be shock, curiosity, etc. Like the title just now, "Revealing!" it is easy to arouse the curiosity of users.After talking about these three points, you will find that I did not mention the difference in skills. I think the quality of skills is not the criterion for distinguishing top operations from ordinary operations, but the qualities that every operator must possess. If you don’t even have the basic skills of operations, then I don’t think you can be called an ordinary operator. Many operations personnel will leave the front-line work as they grow up, because they will have children to help them with things, but they should not stop practicing the basic operations skills at this time. The quality of your operational skills will affect your decision-making and judgment abilities. In fact, the skills section is also the first layer of the pyramid I mentioned.The first layer is the basic layer. I mainly emphasize skills. Please spend at least two years to hone your basic skills.In the first two years after entering the industry, you may be responsible for a certain module or do odd jobs for the boss. You may be confused about your future and doubt whether your work is valuable because you are writing copy and releasing competitive products every day.User operation is chatting with users. In fact, everything involved involves skills. For example, I used to be a very serious person, but after I started to work as a moderator on Hupu, I had to chat with users and let them stay and play with me . At that time, I created the image of a goddess and found various expressions on the Internet. I think girls being cute is a particularly killer way. Chatting also requires skills.The second layer is methodology, which is built on the skills section. That is to say, in addition to getting things done, you also need to understand why you should do them. At this stage, deep thinking is more important than diligence.The third and fourth levels are both about thinking.The third level is internal expansion of thinking. The channel for acquiring thinking may come from people around you, including all product managers and programmers. Their way of thinking can greatly help you improve operational efficiency.The fourth level is the extension of thinking, which talks about market packaging thinking, which can help your product develop from 1 to 100.The fifth level returns to the essence of operation. We must complete an all-round practice of understanding human nature and life.The above introduces the full picture of the pyramid. The first layer is skills, the second layer is methods, the third layer is inward thinking, the fourth layer is outward thinking, and the fifth layer is the essence of operation. Next, I will explain them one by one.The first level, skills.Why are skills so important? Because that is the foundation of our survival. As an operational cat, you need good skills to catch more mice. I specifically searched on Baidu what skills are, and the explanation given by Baidu is that they are actions and behaviors that are acquired through practice and can complete certain tasks. Therefore, completing the task is the fundamental purpose of skills.This is a very popular competency model for product operations at various levels on the Internet. I can't find the source, but I remember it seemed to be a model from Tencent. On the left is the competency model for entry-level operations, which is at the P1 level, and on the right is the competency model for senior experts, which is at the P5 level;We can basically divide these skills into two parts. The first part can be called ability and quality, and the second part is professional skills.Just like learning ability, execution ability, communication ability, EQ can all be summarized as basic skills, office skills and related professional knowledge belong to professional skills. What basic qualities does an excellent operator have?I think everyone needs to summarize it for themselves. This is closely related to everyone's educational experience and growth environment. Moreover, different positions, and even different stages of the same position, actually require different basic qualities, so there is no standard answer. But I hope that after today’s sharing, everyone will examine their basic qualities and analyze their strengths and weaknesses.As for professional skills, there will be some standards for corresponding positions. Taking the skills of new media operations as an example, these are some of the abilities required for new media operations summarized by our colleagues in the company. We have sorted them out so that we can further improve them in a targeted manner.The first thing we think is very important is the titleThe importance of the title is self-evident, as it determines the opening rate and dissemination rate of WeChat tweets. We are now compiling a title library of excellent articles, and new employees can directly find templates in the title library and apply them after they join the company. We also copy titles of some excellent accounts every week. Just last week, I asked our new colleague to copy 100 titles. This is not cruel, but you have to put yourself into this situation to feel it. Now we add new titles to the title library every week, and then practice like crazy. Every day when we post an article, we will draft a few titles, and everyone will discuss and see which one is better. For example, we have drafted 10 titles for today’s WeChat, but we haven’t decided on one yet. I will finalize the WeChat title after I finish the class.The second skill that new media requires is typesettingTypesettingExtremeness can add points to WeChat. There are many accounts that are doing well. When you click in to see them, you can roughly know what the account is before you see the account name. For example, Mi Meng and Shen Ye Fa Wu, they have formed a style that is unique to them . I saw that Mr. Xu from Shen Ye Fa Wu has answered some questions about typesetting on Zhihu. He summarized four points. The first is to use more blank lines. The second is to always remind yourself that readers are not blind. The third principle is simplicity is the best. The fourth principle is to use Word for typesetting. I really didn't expect that his complex typesetting was made using Word. You can design your own layout according to the style of your own account. I suggest that once the layout is decided, you should not change it casually. Don't use this layout style today and change it tomorrow. When the typesetting is particularly twisted, it is also very simple, just like what Mr. Xu said: simplicity is the ultimate truth.The third point is the improvement of copywritingIt’s difficult to talk about improving copywriting in detail , it should probably be a course in college. The copywriting is most closely integrated with the tone of the account. It depends on the style of your account, or the style of the new media homepage owner. If it is a more chicken soup type account, or a funny account, or a media type, interactive account, etc., you have to work hard according to the style of your account.The fourth point is the pictureIt goes without saying that you need to reach the level of a PS master, but it is best for everyone to prepare their own material library, emoticon package, and some related websites for collecting pictures. At the very least, you should be able to remove watermarks. I’ve noticed that some big WeChat accounts use a unified style for their headline pictures. This is not only a matter of attitude, it’s also very good from the perspective of building a brand.The fifth point is activitiesThe first is interactive interaction, which is to interact with fans, let them post comments, and post materials about participating in activities. This is interactive and does not take into account dissemination. The second type is promotional activities, which can increase followers. Usually we pay attention to many excellent accounts in the industry that do well in activities, or big accounts in the entire new media, and summarize the templates for their activities. When we do them in the future, we can modify the templates. This is a lazy way, but if you have in-depth skills, I suggest you create some different activities based on your own user base.The sixth point is dataNew media operations usually focus on the number of fans, unfollowers, and total fans. Now, you can see the sources of new fans and readings. It is very useful to observe the sources of new users, such as whether they came by scanning the QR code or searching the official account. This way, you can judge the promotion effect of the event and the quality of the channel.The seventh point is sharingSharing is singled out because it is a very important factor in determining the number of fans. Sharing is related to the psychology of my users. The simplest way is to induce sharing. You can get blablabla by forwarding the article to your circle of friends and taking a screenshot. We do less of this kind of induced sharing now because the quality of the article is much more important. We have summarized two types of article notes that are easy to trigger user sharing. One type is the kind that resonates with users, making them feel that this is what they are writing about, and they especially want everyone to know, so they share it. The other type is to satisfy the user's identity shaping. He shares it in the hope that others will feel that he is such a person after reading the article. Take the pretentious type as an example. The title of an article is very grand, a little confusing, and a little in line with social hot spots. Then you feel that you are very trendy and follow the trend. This type of article is easy to get a better number of forwardings.To review, the first level is the skills section. The first part is basic skills and the second part is professional skills. I hope everyone can clearly understand what basic qualities they need, and what core skills and professional skills are required for the job they are doing now, and then improve in a targeted manner. For the first level, please take two years to hone your basic skills, so don’t be anxious, these two years will bring you better development in the next 10 years.Second level: Deep thinking is more important than diligenceThe second level comes to methodology, and the title I gave it is "Deep thinking is more important than diligence."In junior high school politics class, we learned the definition of methodology. Methodology is the fundamental way for people to understand and transform the world. Simply put, it is the way people understand the world and solve problems. For example, we compare operation to driving a carriage, and skills are the galloping horses. If you find a good horse, the carriage will run faster. Methodology is the driver who controls the carriage. He will control the direction of the carriage. So everyone can recall whether you have summarized your own methodology in daily life. Operation work is not only about knowing how, but also knowing why, and knowing how to do. So knowing why and how to do, deep thinking is more important than diligence. I have heard a saying that if your approach is wrong, the harder you work, the more embarrassed you will be. Therefore, direction is very important, and every operator must summarize his own methodology.When it comes to specific operational aspects, whether it is event operation or new media operation, I divide it into five steps, or five stages, when making strategies and plans.The first is to set a goal, which is the so-called goal first. After setting the goal, we hope that all subsequent links will revolve around this goal.The second is to analyze the product. The product is the thing you are going to operate, and figure out the needs of this project or users.The third is that planning is king. After completing the first two steps, you can arrange the plans, divide the work tasks through the plans, and prioritize the tasks.The fourth is implementation. When you enter the implementation stage, you need to monitor the effectiveness of the implementation, make appropriate adjustments in a timely manner, and put the implementation into practice.The fifth is the effect summary. There will be an effect summary after the project is completed, including a summary of the activity effects and a summary of our own experience in the activity.Determine the goal - share the product - make a plan - execute and implement - summarize the results. Simple is the best way. These five points may seem simple, but they are very common in many scenarios. They are a way of thinking to solve problems.We can use this template to do activities. For example, no matter what type of activity you do, there must be a main goal. When I organize activities myself, I divide them into three types based on the goals, and different types have different KPIs.The first category is brand activities, which are activities in cooperation with major brands and activities to establish one's own brand. The most important thing about this type of activity is to clarify the brand's tone and how to make users perceive the brand tone we want to convey. This is difficult to judge, and we generally look at the Baidu Index.The second type is dynamic communication activities, such as h5 marketing and collecting likes in the circle of friends. This category is mainly to encourage more people to share and spread it so that more people can see it. What matters here is the visits to the activity page, PV and UV.The third category is promotional activities, which may not be suitable for some products. What I am talking about now is mainly taking our own products as examples. There is a concept of daily active users (DAU). The assessment target of this activity is DAU. Does your activity increase user activity?These three types of activities are not mutually exclusive and are sometimes compatible. Communication and activation categories are relatively independent, and brand activities often run through both.After we determine the goal, we can analyze the product of the activity according to the goal:Brand activities are activities with a clear promotional tone. Therefore, the demands here are either the demands of the cooperating brand group or our own demands, which have little to do with the demands of users. What matters most are the determination of the theme of brand events, the opinion leaders who participate in the events, and even whether the event’s appeal meets the brand’s tone.The second type of sharing and communication activities should allow more people to participate, and the sharing process should not be too long. The simpler the better. The most popular activity last year was the lottery activity. The operation process was very simple. You just had to reply to the keywords. The writing of the copy was quite thoughtful, the materials and process were very light, and it was completed in less than 10 seconds.The third category is the activity-promoting category. Take our app as an example, a running app, and the activities are also related to running. An online marathon is to move offline activities online. You team up with your friends and run 42 kilometers within a limited time. You will receive a medal if you complete the run. The cost of this activity is not high, and a medal is not more than two digits. Later, we summarized why so many people participated in this activity, and then we found that this activity covered all people from the beginning, because we told them: as long as they work hard, everyone can get this reward. Therefore, an activity that has a large-scale impact on the promotion of products has a very wide coverage, even if it is something of low value. Some activities offer a big prize, saying that we are doing voting, after going through auditions - PK - finally only a few people are left to play. This type of activity is more suitable for brand activities but not for large-scale promotions.The above product demand analysis is completed.The planning process is divided into the following stages:1. Brainstorming. This stage mainly determines the theme of the activity, and this stage partially overlaps with user goals and product analysis.2. Planning proposal. Three documents to prepare: 1. Internal planning proposal, for yourself, colleagues, and boss to see. Including time and place, activity budget, prizes, 2. User-public activity plan, which users see on the front end. 3. Development documentation for technical staff.3. Execution phaseAllow ample time for warm-up. It’s not only about preheating your own products, but also various channels.Pay attention to monitoring. Many people just launch an activity and then don't care about it. In fact, it is necessary to control the progress of the activity according to actual changes and make flexible arrangements to ensure the continued popularity of the activity.4. Activity summaryActivity effect statisticsPromotional effect statisticsReflection and SummaryThe third level: internal expansion of thinkingOperate with product and technology thinking.Compare operations to customers, five points of thinking:1. Understand needs like a product manager . Operations are good at collecting demands but not good at analyzing them. Many operations colleagues fail to productize the demands. An example is our WeChat account, Hupu Running. Previously, this account was all-encompassing, with information on various running equipment, various running events, and inspirational stories from runners. There was a lot of content and it was difficult to increase followers. We started to look for problems and divided the user needs into several categories:Typical male users, interested in running equipment, and hoping to obtain information and benefits.Beginner runners would like to have a teacher to guide them and a partner to accompany them.Experienced runners who want to participate in fun and interesting activities.Based on these three needs, we re-planned the new media account matrix: for the first category, we launched the "Equipment Grocery Store" public account, which achieved 10,000 fans in one month. The original Hupu Sports subscription account was dedicated to serving the second type of initialRunners; then we also learned from Qinggua Media to invite coaches to give micro-courses to spread running knowledge. Gradually organize these into communities and form social interactions to meet the needs of beginner runners. In order to meet the demand for fun, we applied for the Hupu Running service account, and plan to start operations this month to connect data services to users through the app.The number of followers increased by 10,000 in a single month, which means that this account matrix covers more users, but our investment has not increased much.2. Product manager’s revenue-cost thinking. When developing a product, the product manager needs to set a priority and weigh the development investment and the possible output benefits. This is where product managers do better than operations. Three points can be clearly identified to determine the priority of work:
Main objectives of the plan
What kind of resources are needed?
What is your expected effect?
This kind of thinking is essential when you are promoted to operations manager or operations director.
3. Product thinking. Regarding activity operations. Event operation is a position that deals more with products and technology. For example, some good ideas hope to be turned into h5 pages, but the technology says there is no time and put it off. Endless good ideas are suppressed by limited technical development resources.How to operate with a product-oriented mindset? Summarize your own activities and make regular activities into several templates. For example, if my goal is to increase followers, then I will make a template for collecting likes and lottery. This type of template takes a short time to develop and can be used repeatedly. It’s no problem to gain tens of thousands of followers on WeChat in half a year. It greatly saves costs and improves efficiency.Not only those who do event operations, but also some who do marketing and BD deal with different channels. If there are any activities that can be done together, we can also make a set of activity templates for such channels. For different partners, the core remains unchanged, but the external packaging is changed, so the efficiency of BD will be greatly improved.4. Technical thinking - feasibility estimation. When you put forward requirements to the programmer , he will draw a mind map himself, thinking about the backend implementation methods, estimating the feasibility, and telling you what problems you will encounter. Therefore, this is also something that is worth learning from in operations. When discussing plans, we should make the implementation methods as specific as possible to better evaluate feasibility, predict risks, and avoid ineffective work.5. Technical thinking - agile development. "Small steps, fast progress, rapid iteration." This means launching the most usable small version in the shortest time possible, and then continuously iterating on this basis. Internet products are all about speed and time, and the same goes for operations. Try it on a small scale first, and then introduce resources to optimize if the results are good.Let’s take the example of our online running. When the results of the first event were announced, I used Excel spreadsheets and posted it on Tieba, which was very low-level. But when we held it the second time, our technology added a function to improve the results query on the registration page, and the third time we made it similar to the WeChat Sports rankings.Due to various objective factors, it is difficult for us to achieve what we want all at once. If we wait until the time is right to start, we may miss the opportunity. So after the minimum viable version meets the requirements, we launch the first version. Then keep iterating.Tomorrow when we return to the company, we can observe our dear product managers and programmers and see how they think about problems.The fourth level: Integrate and reasonably utilize resources>>> Thinking extensionDue to the limitations of appearance, we may not be able to become an internet celebrity like Papi Jiang who combines both talent and beauty. If we ourselves cannot become Internet celebrities, we must help our users become Internet celebrities. And you must have the ability to make your products popular. Therefore, I think if a good operator switches career to become a broker, he will definitely be successful.How to make a product popular? Emphasize three steps.1. Tonal packaging.What is tonality? First of all, convey to users their perception of your product, whether your product is down-to-earth or high-end. Professional or cute and entertaining. The importance of tonality not only affects the product. Everyone has a temperament. For example, being a female loser is a temperament attribute, and being a goddess is also a temperament attribute. There was a time when I didn’t pay much attention to temperament. At that time, I was chatting with a male friend, and I said, "Actually, I am a female loser. I shouldn’t have such high standards and just be myself. I will just find a male loser as my boyfriend." My friend was shocked when he heard it. He looked at me and said, "Why are you so naive? How can a male loser look for a female loser? The one that a male loser kneels down to lick is a goddess." At that moment, it suddenly dawned on me. If you want to improve your sales, you should start packaging yourself. If you look at the pictures in the PPT, there is a big difference between before and after beautification. From an operational perspective, the tone of the community and the tone of new media both need to be deliberately packaged to form their own unique style. Generally speaking, products, as small as a picture or a communication material, all need our secondary packaging. The packaging should not be false deception, false propaganda, or harm the majority of users. The second step is to identify your own advantages and strengthen users' perception of you.I don't know how many of you in this class know what the core competitiveness of the products you operate is. You need to keep doing the three-second exercise, which is to state your competitive advantage within three seconds. Even if you are very deep in sleep,If someone says in your ear: Please tell me your competitive advantage, you should also blurt it out. That's how you do it. Only when we ourselves are clear about and understand our competitive advantages can we continuously convey this information to users. The delivery of product features involves all aspects, and it is not just the marketing department's business. The tone of the product also comes from the accumulation of operational work.Once the perception of brand image and product image is established , it is very difficult to change. For example, the Chinese men's football team won the game yesterday, and everyone should have been flooded with messages saying that the Chinese team is mighty, as if the Chinese team had entered the World Cup final. But I can guarantee that even though the Chinese team keeps winning, as soon as it fails, all kinds of comments saying that the Chinese men's football team is not good will appear, just like the popular saying that there is not much time left for the Chinese team. I think this sentence will always exist. But on the contrary, the Chinese women's volleyball team has experienced so many lows, but everyone still respects this team. We can also regard the spirit of the women's volleyball team as a competitive advantage.So how do you combine your own competitive advantages with operations? See this PPT.This activity was an activity held by NetEase two months ago - to make the headlines. By entering your own name, you can generate your own fake news to make the headlines. In fact, we at Hupu Sports had already done this activity on April Fool's Day last April, which brought in tens of millions of PVs. But why was NetEase so successful again? What NetEase did well was that it demonstrated its advantages. Its activity page, which is the second picture, shows the interface of NetEase Entertainment. When you click on it, you would really mistakenly think that this is the NetEase Entertainment app. This page has a very smooth connection with the product and is very entertaining. The theme of this activity is to make headlines, which closely follows the advantages of NetEase Entertainment. NetEase is most famous for comments and replies, and it also pretended to make a comment in the third picture. In fact, this activity is quite classic. The fact that the operators like to follow the trend is an advantage, but they just don’t know how to combine hot topics with products. For example, if this lottery activity is good, I also want to draw a lottery; if this likes collection activity is good, I also want to collect likes. However, even if the page visits are increased, the conversion rate and retention rate of these users will not be too high. Therefore, when we organize activities, we must combine them with our own advantages.>>>Thinking of resource integrationThere are many opportunities for startups to exchange resources with each other. I personally think that the effect of pure resource exchange is limited, but if you can exchange it for resources for promotion on WeChat Moments, it’s a different story. Generally, when doing BD, it is better to talk with partners who have similar level or user base.So when discussing business cooperation, you need to:1. Pay attention to whether the other party’s audience is what we need.2. Check whether the other party’s brand attributes meet your own requirements.3. Consider resources: complementary resources or 1+1>2.Take our previous cooperation with Running Man as an example, and analyze it based on the three points mentioned above:Audience: Running Man’s audience is mostly college students and white-collar workers, and we need this group of people.Brand attributes: Running Man is one of the most well-known variety shows in mainland China and is closely related to running.Resources: Only the celebrity’s portrait rights can be usedWe want to leverage the public awareness of Running Man to increase brand exposure, so first we need to determine the type and goal of the event. We can make it a communication + branding event to shape our own brand. We analyzed that the running crowd is not so interested in Running Man. Even if we use Running Man’s signature to perform activities, we cannot achieve a large number of promotion effects, so it is better to do brand activities.We confirmed that the event was to explore users among the fan users of Running Man. It happened to be June, and half of the year passed. Many people would have expectations for the second half of the year. Let Running Man help you test your fortune in the second half of the year, so the idea was born like this: Running Man helps you measure your fortune in the second half of the year. In fact, it was also a draw, and the final result was good.Summary of the fourth level:1. Tone packaging;2. Determine your own advantages and let users perceive;3. Resource integration thinking.The fifth level: Top operations are good at understanding human nature.The fifth level is that the longer I have been in operation, the more correct I think this sentence is: Top operations must be good at understanding human nature.The founder of LinkedIn said before: A good social product will definitely cater to the seven deadly sins of mankind. That is to say, if a good social product can be detonated, it takes advantage of the weaknesses of human nature. The thinking of top-level operations that connects human nature is actually applied to every detail, moistening things silently. What we are experiencing now is that the era of mobile Internet is different from that of PC. The interactions obtained by PC are all through the mouse and keyboard, and the current interactions are all through the touch screen. In this case, products and operations should be more human and soul-aware. If you don’t understand what users are thinking, then the product you operate is a cold tool . Therefore, how to make humanized operations is the basic skill that operations must continue to practice.This picture digs out six of the seven deadly sins of human nature (the remaining one is gluttony), and markets around these 6 points.Greed: You can use group buying, flash sale, lottery, and free, which have been tried and done all the time. Judging from the activity effect, this type of user base is very large.Vanity: It can be reflected through level, number exclusive, check-in and number of fans. Combined with operations, you can refer to last year's Smile Challenge. I was very excited when I saw this event. Finally, I can post a selfie legitimately on my circle of friends, which takes advantage of the characteristics of vanity.Laziness: Consider how to satisfy users with the shortest process. Try to see the user's brain circuit as short as possible. Activity, don’t give users a process of choice and understanding.I won’t go into details about the following few. I recommend you to read an article called “Seven Emotions and Six Wants to Chat Operation” (link: //www.opp2.com/4125.html) written by Tencent’s senior product manager, which is really good. Just looking at other people’s summary is just the foundation, you should summarize your own understanding.I would like to share with you how we set up human nature during the process of activities: a running activity we did after the Spring Festival, which operated from beginning to end, KPI Lantern Festival started a 5-kilometer running activity in 50 cities across the country on the same day. According to normal thinking, 50 cities need 50 colleagues to implement it, each city needs 200 people to participate, and personnel recruitment is also required. So this cost may be at least 500,000. But we only used one operational power and spent less than 30,000 yuan to get it done.Here I want to mention 4 very important feelings in community operation:1. A sense of ritual: An article that has been popular on WeChat Moments before also mentioned that we need a sense of ritual in our lives, and the sense of ritual is very valuable;2. Sense of participation: Xiaomi’s previous book “Sense of Participation” has already been explained very specifically, so you can go and read it;3. Sense of organization: more reflect your sense of existence, the feeling that you care a lot in human nature;4. A sense of belonging: For example, if China wins, many people who don’t watch football will be so happy? In fact, it means having a sense of belonging to the country; why fans of Tianya and Maopu fight each other is because of their sense of belonging. Similarly, some fans of Super Girl also feel a sense of belonging.Our activities at that time also brought these four feelings to the extreme;Quotation: We give running a different meaning. The event is called the first run of the New Year. Running can bring you good luck for a whole year. Elevate running to a ceremony. Each person who runs 5 kilometers will also give you a medal.Sense of participation: The number directory, medal, and mileage that are exclusive to everyone will be contributed to his group, so that everyone can have a sense of participation.Sense of organization: We send invitations like core users. We feel that the organizers of this event must be core users. Such a sense of organization can easily make people find a sense of existence.Sense of belonging: After the event, we will have a selection, and various awards will be sent to trophys, and everyone will work together to win the trophy.My sharing is over, thank you everyone. I hope everyone can build a pyramid of their own thinking and a summary of their own in the future.【After class Q&A】Su Yan asked: The recently planned event has just been launched, less than a week, but the activity popularity has declined relatively strongly, so we modified the event process and added a new reward mechanism to encourage users to spread and share, but the event is still declining. What should we do at this time?The activity effect is normal online. The longest activity I have ever done (unless the brand requires it to do it for several months). The activity we do is only ten days long. This kind of activity usually goes down in six or seven days, but if it falls after two or three days, I can give some suggestions:1. You have to see if your activity warm-up is really enough, and if your explosion point is really explosive enough. If it is launched in a hurry, it may really cause the activity to decline faster.2. If the event is just done in one channel, you need to increase the hype point of the event and hype the topic of the event. Some people may not be interested in the event, but they are very interested in this topic. Increase the hype point and increase the popularity of the event.3. If you can promote it through multiple channels, it is recommended to separate the channels and not send them on the first day. For example, send them through WeChat on the first day and via the website on the second day. This will increase the activity cycle longer.If the popularity of instant events has decreased, do not easily modify the event process and reward mechanism, as this will have a bad impression of the users who participated in the previous session.Siye asked: I feel that the things I do every day in operation are very complicated. Is there a systematic template? What must be done every day, which ones are done first, and which ones are selected?When you feel that you are busy all day long, you can record what you need to do every day, including the time required for each thing. After recording the day, you will look back and see which things will be closer to your operating goals after doing them. This is what you need to do every day.Second: What things can help you grow after you do it.Third: Many people think that the leader will give some tasks temporarily, and you need to confirm the time with the leader.Use records to determine whether every day’s things make sense.Brother Wei Zuo asked: I have been a channel operation for a year, mainly channel expansion, business, maintenance, etc. But my goal is to become an operations manager within 3 years, so what other skills do I need? Do you have to learn content operation, event operation and other tasks?The operational thinking is the same. An excellent channel operation should have basic activity operation and content planning capabilities. Related, an excellent event operation should not only be a part of event products, but also a truly excellent event operation to understand the channels.If you are working on the position of operations manager, then you don’t need it. Many companies’ operation managers may just do channels. If you want to do a good job of operations, you must master them and it will be helpful to yourself. Just like, if you want to be a good operation director, you need to understand products and technology. I still don’t know how to draw prototypes now, but you must know the product thinking. This is the answer to this question.Daydream asked: How to grasp the "degree" in primary operations? How to filter out the boss' temporary ideas to judge the main and secondary work content. There are always "excessive" pursuit of perfectionism in some details, which is very costly.With more time, the effect will not be particularly significant. When faced with the pressure from the boss, should we persist or obey? Sometimes I am confused about whether my behavior is really useful or wrong.I personally prefer to pursue detailed operations. Because my point of view is that only when people constantly pursue perfection and challenge their own limits can they continue to succeed. Timely details are priority, for example, if you look at details in the title and article, you will definitely be different. If the effect is not significant, it may be a problem with priority. You should first focus on what you should do more.How to filter out the boss’ temporary ideas to judge the primary and secondary work content?Never think that the boss is smarter than you. The boss may have his own considerations when he asks to do something temporarily. If you have work at hand, you can communicate with the boss. Generally, the boss is willing to communicate with you. In this way, you can rely on your performance and whether you can truly grow.Pineapple Oil R Question: What habit does the director think can cultivate your achievements like this?I don’t think I’m very good. There are many great people in this circle, so pretend to be modest.Hehe, actually I admire myself for a few things.I have a good empathy and I can quickly think about problems from the other party's perspective. This is also the basic quality of operations.Reflect on yourself, but sometimes people say they are not tough enough. After I get angry with others, I will reflect on many problems myself. But I think this will make myself more comfortable.
Mobile application product promotion services: ASO optimization services Qinggua Media information flow
The author of this article @官网官网官网官网官网官网官网官网官网官网官网官网官网官网官网官网官网官网官网官网�
