This is the most comprehensive guide to all modules of product promotion and operation that I have ever seen!

When it comes to operations , everyone's first impression is that this position is very complicated and involves a lot of work, from review to editing to SEO to BD to new media , all of which are considered operations. In daily work, titles and positions are not important. As long as the leader gives instructions and the company has needs, editors can also do event operations, and people who work in new media will also study ASO and SEO. But when they occasionally stop and think about their career planning, they become very confused! I am doing SEO, what is my future development direction? I am engaged in new media operations. What will be my future development? If you don’t want your operations career to be a chore, you must have enough understanding of each module of operations! There are many opinions about the various operation modules. For example, when introducing operations, an operation expert divides the operation modules into: internal space operation, user operation, community operation, event operation, product operation , etc. However, this division does not seem to be the best way to define it. For example, if you are engaged in community operations, what is your product at this time? It's a community. You will face a series of problems in the process of operating the community product. When the community is just launched, you will perform a cold start. In the first step, you will face the question of whether the chicken or the egg came first. You are very smart and fill in some content yourself, whether it is user-generated or self-produced. In short, this community needs content. You are familiar with it and have written some high-quality content, attracted some users, and the number of users is increasing. Your daily work is busy writing content or chatting with users to understand their needs. At this time, your boss gives you a headcount. You think hard and decide to hire an all-round operations person who can chat with users, write jokes, and do channel promotion when he has nothing to do. You go to recruit with great expectations, but find that the ideal and reality are far apart. People who understand users don't want to create content, and people who create content don't understand channels. When you meet an all-round operations person, you find that the salary and options he can offer are too limited, and you can't recruit outstanding people at all. So you rewrote the job responsibilities and named it "Content Operations", and the KPI is the number of posts in the community and the number of views of the posts. The company is about to raise funds, and the boss hopes that the traffic can double, so he gave you another headcount. You issued another JD, and the position is channel promotion. The job responsibility is to package and distribute community content to various media platforms and social platforms, and the KPI is traffic. You have traffic and content, but the number of registered users has not increased. The growth of the entire product has encountered a bottleneck, so you analyzed the existing data, but were surprised to find that the user registration rate of the product is extremely low, and the user activity is not as good as before. At the same time, a new round of financing is about to begin. In this round, the boss hopes that the entire product can start to make a profit. With this, you have secured another headcount. This time, you hired a person, namely user operation, and his KPI is the number of new users, user activity ratio, and user revenue! At this point, you already have the outline of a complete operations team. About the operation module: Based on the KPI of operators, operations are divided into content operations, user operations and promotion operations.

The responsibility of content operation is to organize content based on the product's content generation mechanism, consumption scenarios, presentation forms, dissemination methods and other attributes. KPI is the quantity and quality of content. Quantity is easy to understand as content data such as the number of articles, blogs, etc. Quality refers to the popularity of the content, such as the number of views and dwell time, or indicators such as bounce rate and exit rate.
The responsibility of user operation is to carry out operational management of users. KPIs include the number of new users, the active ratio of users within a certain period, and the paying ratio of users.
Promotion operation is to obtain traffic through promotion based on channels. KPI refers to the data and quality of traffic, and quality is conversion rate .

In addition, there are product operations who are responsible for improving various product indicators. Their work is similar to that of product managers , so it may be more appropriate to classify them into the product group! The goals of the three are very clear. At the same time, in order to complete these KPIs more efficiently, you will often use some methods, such as e-commerce products. In order to increase sales, you will do various activities: free shipping, flash sales, special prices, discounts, coupons, etc. The most classic one is to plan large-scale events such as Double Eleven ! Therefore, many new operators think that event operation is a good development direction, but they never expected that once they enter the event industry, it would be like entering a deep sea.

The content team approached the event team and said, "I want to do an event to increase the number of posts by users."
The user group approached the event group and said, "I want to do an event to increase the user registration conversion rate."
The promotion team approached the event team and said, “I want to do an event to increase the brand’s hit rate and gain traffic.”
Activity group, kneel!

Every quarter, the content group, user group, and activity group all took out their own reports, and saw that my core KPI had doubled. Then in the activity group, I organized 1, 2, 3... activities. How many people participated? Big Boss: May I ask, what impact will these people’s participation in the event have on the entire product? Activity Group: It seems that the data cannot be accurately described! kneel! Therefore, the activity group was divided into user activity operation, promotion activity operation, and content activity operation. Similar to event operations is data operations. In order to improve content, users, and traffic, the work done by data operations is also different, but unlike event operations, there are usually fewer data operations personnel in the team. At the same time, one person can friendly support the work of three modules! The same embarrassment also happens to new media operators! There are two types of new media operations. One is that the WeChat and Weibo accounts themselves are products. For example, the Weibo public account "Website Analysis Guild" that we operated before, the account itself is the product. In this case, if the operation is done as a team and the team is financially strong, for example, "Yi Tiao", a public account has 21 employees to handle nine columns. Among these people, some are responsible for content production, some are responsible for user management, studying user tone, setting up activities to increase user activity, and some will cooperate with channels to increase brand exposure through paid mutual promotion. As for those who work alone, one person is responsible for the entire operation process. The advantage is that new media is content-driven, and well-written articles can cover up the shortcomings in terms of users and promotion. Even if you are not good at user operation and promotion operation, the official account can still live a very comfortable life. Another way is to regard new media as a channel. For example, 36Kr’s WeChat account is just one of the many promotion channels of 36Kr. The requirement for this type of operator is to manage this channel well and bring traffic to the entire product: rely on the content group to provide content that can be disseminated on new media to win more traffic for the entire product. However, if your boss gives you the task of closing orders and you are unable to do it, do not deny yourself. It is normal that you cannot do it with less than a year of experience. You need to be proficient in content, channels, users, data, activities and other skills to handle issues such as closing orders and other revenue. So the problem is that you have too little practice, not that your ability is too poor. Appendix: Common Operations Positions 1. Common positions in content operations include content operations, category operations, editors, review specialists, copywriting planners, etc. 2. Common positions in user operations : user operations, merchant operations, user activity operations, community operations, customer service, etc. 3. Common positions in promotion and operation: App promotion, channel promotion, business promotion, new media promotion, SEO, ASO, forum marketing , Douban marketing, etc.

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This is the most comprehensive guide to all modules of product promotion and operation that I have ever seen!

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