What does an operational plan that satisfies the boss and is valuable look like? (Down)

What does an operational plan that satisfies the boss and is valuable look like? To sum it up in one sentence: any solution that can be implemented and improve conversion rate is valuable. In fact, the ultimate goal of all operational plans is this.

Previous article [What does an operational plan that satisfies the boss and is valuable look like? (Part 1) I talked to you all about how operations partners can plan their own operations plans. Whether it is to improve your own abilities or to get recognition from your boss, it is actually very beneficial. We mainly talked about the first half before, including: What problems exist in the current operation; competitor analysis; formulation of specific operation rules; In response to questions raised by some friends, let me reiterate here that the planning of the operation plan I talk about here is just to provide you with ideas. The specific implementation and expansion depends on you. If you want to get a complete operation plan without thinking, I'm sorry, He Yang can't provide it. Okay, let’s continue with the previous article;

1. Personnel work arrangements

When He Yang communicates with his friends in operations, he always likes to ask, how is the work of your operations department arranged? Sometimes an operational plan with a score of 90 may be a complete mess during execution, and the effect may only get 60 points at most. However, a plan with a score of 70 may have an excellent execution ability, and the effect may be beyond imagination!

Therefore, after we have formulated the specific rules for website operation, the most important thing next is to assign people to implement them. Do not underestimate this step. No matter how good the plan is, it will be useless if the personnel are not properly arranged and implemented.

In fact, in the daily website operation work, the division of labor of the personnel directly involved is mainly the following:

Note: This is a refinement based on an idealized state. In reality, there is often a large overlap between personnel responsibilities. We will analyze this situation later!

1. Content editor

If we classify it according to the type of operational work, content operation is a very important component. Before users come to your website, what kind of content should we use to attract users? Once users come, what kind of content should we use to keep them? These things require comprehensive control of website operations and the assistance of content editors;

In the early days of website operations, content editing was mostly concentrated on PC websites, which is what we often call website editing. However, the content editing we are talking about here is not limited to websites. Due to the diversity of carriers that serve users, content editing in current website operations is not just the editing of website content. However, many small companies want to control costs or have unclear concepts, so these tasks are arranged to be completed by one person.

At present, content editors are mainly divided into: website editors and new media editors; on the surface, both positions are responsible for creating content, but in fact, there are huge differences in their ways of thinking; so it is necessary to make a simple trade-off in who is suitable for what.

• Website editors mainly focus on the main body of the website, and the main forms are brand promotion, company product news, or knowledge and information. Therefore, their mode of thinking is that when writing an article, at most they just check the inclusion status, or sometimes they just complete the task.
• New media editor is a popular profession in the past two years. A good new media editor does not just write articles every day. They have to consider what types of articles users like, how to format the articles that users prefer, and when is the most appropriate time to push them... Therefore, a good new media operator is definitely a good partner in operations work.

As operators, we must make clear arrangements for editorial staff in the operations plan and implement them effectively at work. To this end, He Yang's suggestion here is to proceed in three steps:

1. What operations need to do is to divide different tasks according to the strengths of different people. Due to external reasons, there may be overlap in the allocation of responsibilities, which is unavoidable. But the overall goal is to let everyone do what they are good at.
2. After dividing the responsibilities, we still need to communicate with them frequently, listen to their suggestions, and know what kind of content users like, because the general direction still depends on you. Don’t forget that you are the commander!
3. Finally, no matter what kind of editing, the operation should formulate a reasonable assessment mechanism for them, such as the inclusion of website editing articles, internal link keyword layout, image processing, label use, etc.; the reading volume of pictures and texts of new media editors, reprints, likes, user growth, etc.; statistics can be collected in the form of regular reports, so that you can call them in time;

2. Promotion staff

There are many forms of promotion, from early external link promotion, soft and hard advertising, forum and post bar promotion , SEM , etc., to later new media promoters, all of them have only one purpose, which is to increase exposure outside and attract more accurate users to pay attention to you.

No matter what form of promotion you use, you have to instill in them the concept of where your target users gather, what content you use that interests them, and what will attract their attention! Finally, the traffic will be directed to our own promotional carriers!

The third point in the operation plan has clearly formulated its own promotion plan, so at this step, we only need to arrange corresponding personnel to execute different promotion methods. The general idea is to let those who are good at it give full play to their strengths. I will not go into details here. He Yang still wants to talk to you about the establishment of several major assessment mechanisms for promoters:

1. SEM: This is a relatively complex promotion position, but the evaluation indicators are very simple, such as the click-through rate of different keywords, when users click more, whether users have a greater demand for pictures, how many styles of flash ads there are, the conversion rate through keyword promotion, the return on investment, etc. These may require in-depth communication between you and the executive staff.
2. Hard advertising : You can add tracking codes to different ad campaigns to monitor which one is more effective, what forms of hard advertising the campaigns are interested in, etc. These need to be tracked and counted by executive personnel and are also part of your assessment.
3. Soft articles: Soft articles are actually difficult to evaluate. If the anchor text is clickable, it would be better. We can add monitoring code. However, many platforms nowadays are all text and cannot be clicked directly. Sometimes we can only comprehensively judge the effectiveness of soft articles by combining the number of clicks or exposures on the other platform and the effects brought over a period of time. Moreover, we can evaluate from aspects such as the platform's weight and number of posts.
4. SEO : SEO is a very important free promotion method. It is not only stable, but also brings accurate traffic. The best evaluation criteria are keyword ranking and traffic trend brought by website search engines.
5. New media: such as Guangdiantong , Weibo Fantong , cooperative promotion, etc., all of these require data feedback, such as display volume, click volume, number of comments, number of likes, fan conversion volume, etc., all require executives to regularly feedback to your operations in the form of data reports!

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3. Event Execution Staff

Event planning is a very important form of operation promotion . It can not only attract the attention of new users, but also increase the stickiness of old users and retain them. More importantly, it can directly stimulate conversion, so many operation promotions like to adopt this form.

When you, as an operator, have planned the complete process and details of the event, you will need executives to operate and track the results. These need to be reflected in our operation plan. In addition, we must also set the assessment standards for these personnel. Here are some suggestions for you:

1. Activity exposure : How much is the overall exposure of the activity? How many target users see this activity is a prerequisite for ensuring that the activity will ultimately have a good conversion.
2. Activity sharing: This is a question of dissemination rate. There are many new media communication channels. How many people have seen your activity and actively spread it? Or it can be called forwarding, which can be counted.
3. Activity conversion: What about users who participated in the activity? There are many ways to convert, which can be determined according to the situation, such as the number of event registrations, software downloads, WeChat public account followers, product transaction volume, etc.
4. Activity feedback : After the activity is completed, what is the user feedback, what is the praise rate, and whether there are any areas for improvement? These can be summarized from user feedback.

4. Product copywriter

I have previously written an article specifically to introduce the importance of copywriting in operations. Interested friends can read it in my He Yang Operation Notes or follow my official account;

Copywriting is the face of a product, through which users can quickly form an intuitive impression of your product. But in reality, most small companies or companies with tight costs do not have such a separate department, so operations usually write the copy themselves. However, if there is a dedicated operations copywriter, then we must also formulate corresponding assessment standards. However, copywriters usually work together with other executive personnel to complete their work, so the assessment standards must also be formulated based on the standards of the execution part.

5. Data Analyst

Data analysts are critical. At the very least, they must be very sensitive to data, be able to expertly draw data chart trends, and be able to quickly identify problems in the data. Normally, they work in cooperation with the operations manager;

There are many assessment criteria for data analysis, such as the accuracy of data reports, whether they are intuitive enough, whether feedback is timely, whether one can make suggestions, etc.

6. …

A lot of space is spent on the personnel arrangement section in order to make the operations staff pay attention to the importance of execution!

We need to arrange for execution personnel to be in place. If there is no department at present, then we will have to do it ourselves or make overlapping arrangements. Moreover, in real work, there will be such problems: that is, there is overlap between many tasks. For example, hard advertising requires the cooperation of copywriters to provide materials before finding channels for release, or event execution requires the cooperation of copywriters to organize event materials, etc. In this case, assessments are generally calculated.

But no matter what, as long as the personnel can be arranged, corresponding assessment standards must be formulated for them. Once the assessment standards are established, the executors will have goals and motivation when operating, as well as a sense of responsibility. This will not only facilitate improving work efficiency, but also be beneficial for you to control the overall operation!

There is another point that needs to be emphasized. In addition to ability assessment in the assessment criteria, don’t forget to assess attitude. This is also very important and can even be used as a threshold assessment! ! !

2. Budget investment is required

Every penny spent must be detailed, because in the end you want to show your boss where his money goes! Through the final conversion data, we can also conclude which money is worth spending and should be strengthened in the future, and which money has relatively low value and should be reduced in the future. That’s why it is repeatedly emphasized above that executives must have detailed report feedback, so that it is convenient for you to organize the data in a unified manner;

There are many types of budgets in website operations, but there are three major directions:

1. Advertising budget

It is mainly the budget for hard and soft advertising, and there are many forms, such as charging by clicks, charging by display, charging by experience (download, playback, trial, registration, etc.), charging by transaction, etc. No matter what, we must make it clear in the operation plan why we want to do this advertising? How much budget is invested in advertising? What effect will it probably bring?

2. Activity budget

The activity budget is mainly for the early publicity and the cost of the activity itself (prizes, etc.). If you want to get more people involved in the activity, you must promote it, so it is very necessary to invest some budget. As for the activity itself, He Yang does not recommend that you must invest a lot of cost. On the contrary, we have seen that many low-cost activities still have very good promotion effects. The key is to think from the perspective of user needs. If you can minimize the cost of the activity itself and bring good results, the boss will definitely look at you differently.

3. Other promotion budget

In addition to the above two, there are many other forms of budgets, such as keyword bidding promotion, affiliate advertising , Guangdiantong, commercial cooperation, etc. No matter which form, it must be targeted. Only promotional activities aimed at target users are valuable and the money spent is worthwhile.

3. Expected Operational Results

Okay, we have worked out the operational details, arranged the personnel, and calculated the budget. Many people think that it’s done, it’s over, and the boss will definitely approve this plan when it’s submitted! You are wrong. You have ignored what your boss wants to see most - the expected results!

All the previous work is the methods or means you have developed to achieve the company's goals or the boss's expectations. What the boss cares about is the results! It is through this series of methods that the boss has to hire people and spend money. What the boss hopes to see is what kind of results can be achieved in the end, even if it is just an estimated result!

Therefore, a qualified website operator will pay special attention to this step and do a good job of effect estimation. We can estimate in the following directions:

1. Estimated traffic

It means how long it will take for the website traffic to reach a certain level! You can divide it into several stages, or summarize it into one;

2. Estimated conversion

Compared with the current conversion rate, how long will it take for our conversion rate to increase by a few points? How many fans and transaction volume are expected to be generated?

3. Estimated return on investment

Similar to the conversion rate, how long can we achieve a certain return on investment? The main purpose is to tell the boss that the money spent is valuable.

Regarding the estimation work, He Yang would like to give you 2 suggestions:

1. Don't brag: Don't just talk about the results, but also add some data analysis in front of the results to support the results with data. In other words, the results I talked about are supported by data, not just random talk to please your boss. Just stating the results is not convincing enough;
2. Don't overestimate or be too conservative: Don't estimate too high or too low. If it is too high, you won't be able to achieve it, and then you will be embarrassed; if it is too low, it will not be convincing. Do you still want to mobilize so much manpower and material resources for such a result? Your value is not reflected. The best practice is to expect the results to be slightly higher than normal estimates;

Conclusion

Well, combining the key points of operation plan planning in the previous article, He Yang’s 6 suggestions on website operation planning are finally finished. In fact, each step is related to each other. Only when you know the cause can you explore the result! The same principle applies when we learn website operation. Don’t blindly pursue high-sophisticated operating techniques. Those are meaningless to you. Only the methods derived from clear ideas and goals are your own and are your accumulation of experience. An operation plan is something that every website operator should do. If you have any questions about website operation, welcome to follow my official account for communication. Well, today’s sharing ends here, see you next time!