Content, activities, and users: how to operate new products from three aspects

But first we need to start with job positioning.

Positioning of operational work

Operations can be big or small.

Large-scale operations are to drive the development of the company. At different stages, operations have to do different things, and these differences come from the positioning adjustment of operations work in response to company development.

For companies in the start-up and growth stages, everything is oriented towards scale. Therefore, operations do not necessarily mean doing very important things. It is possible that operations only involve doing two things:

1. Improve efficiency in departments that can bring business scale;
2. Build an arsenal of tools that can help business units become more efficient.

At this time, what you do may seem small, but it may play a very important role.

Once the company matures, operations may have to be based on data, user management, and revenue.

So, what about small operations?

Small operations actually come down to two things:

1. Increase user scale
2. Increase company revenue

Maybe you don’t understand why small operations seem to make you feel more like operations than large operations?

Because for some purely online Internet companies, firstly, they do not have that many resources, and secondly, they are mainly oriented towards user scale in the early stage, so the operations department takes on all the marketing and sales work.

But, this is really a small operation.

When we usually talk about large and small operations, our focus is not on whether the operations work itself is close to the business, but how big the impact of the operations is.

It’s like, when you’re a specialist, you feel like there’s a lot to implement, but the higher you move up the ladder, the more you feel that implementation should be done by others, and you have to do planning, strategy, and management, so that you can add greater value.

The principle is the same.

So, no matter the size of the operation, after figuring out the positioning, the first thing you should do is "users".

user

"User" here is not a reference, but a noun.

The first thing is about "users". That is to say, you need to figure out what kind of people are your "users" for the product you operate, because no matter you start from the content or the activities, you will have to face this group of people.

If you don’t understand your users, you will most likely fail to create content or organize activities.

Let me give you a very typical example.

For products targeting teenagers, who are your target customers?

For me, if it is an education and training product, the target of operation is actually parents, and the preferences of teenagers themselves are just an auxiliary consumption decision-making indicator that needs to be improved. Because in this scenario, it is the parents who pay the money.

What about teenagers socializing ? Then the target of operation is the teenagers themselves. If the product itself does not fit the interests and tastes of the target, even if you get parents willing to pay, it will be difficult to generate user activity within the app.

It should be noted that the users you face may be different at different stages of the product. In this regard, the previous article, based on the product life cycle theory, discussed how to build a good reputation for a product during the product introduction period? As I have said, there is a gap between early users and late users, and the existence of a gap means that transformation is needed.

Therefore, at different stages, you will face different users, and you need to think about different operation strategies and land on content and activities.

content

Any product has "content". We can put it more bluntly: "content" means "information".

Once you have a clear understanding of the users you are facing, it will be clearer what content to create - obviously, create content that users are interested in.

For example, if you are in e-commerce , you will definitely write the product description in detail and try to show the best side of the product; if you are making a micro -film , who is the movie for and what do you want to convey? Obviously, it has to suit the viewer's taste; if you are in the service industry, then you will definitely require service process standards and specifications, so that users will experience stability after using the service.

Content is not the same as writing.

Many people actually misunderstand this point.

For example, if we want to create a public account today, do you think it would be useful just to be able to write like Brother Liang?

In fact, it may not be useful. It may be useful for Brother Liang because users in this vertical field are used to it (well, actually I'm lazy).

But if you want to make a product for the general public today, your content must fully consider the actual situation of the audience.

For example, if a review product, or a review function within a product, needs to be operated, the usual practice is called "demonstration", where the reviews that the operator considers to be detailed and rich are placed at the front, so that others will follow suit.

For example, if a public account sometimes inserts some videos or animated images and appropriately covers hot topics, the number of article readers may increase.

Activity

"Activity" here is not a noun, but a verb.

Because the product is still in its early stages, it is often necessary to make an MVP to launch minimal functions. So, can operations become a minimized testing point before a function is launched, pre-embed functions through activities, and then conduct regression analysis through activity data, and make continuous improvements? This can speed up the pace of product functions themselves and also understand the true situation of demand early on.

If we hold an event, since the product is relatively new, there is a high possibility that there will not be enough users.

At this time, the operation actually needs to attract users through activities, which is what we usually call the " user operation " routine, focusing on attracting new users , promoting activation, retention and conversion payment.

Then, clarify the company's current positioning of operations, then figure out who the users are and the corresponding solutions for the products, and finally get started. Content or activities are all implementation paths.

That's all.

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