My 20 operating notes may be helpful to you

It’s the end of August, the tail end of summer, and September is here. As in previous issues, I’ll share this month’s operational notes.

01

Value determines price . If you want to break away from the low prices in the market, you must first learn to do something valuable.

02

Learn to use the free resources of channels such as App Store , 360 Mobile Assistant , and Wandoujia to promote products , such as special recommendations, first releases , resource exchanges, App Store self-recommendations, etc. You can search the official website of the corresponding channel to see how to apply.

03

A good friend recently updated a post on his Moments . He said that he heard the phrase “ regulation is information” in Silicon Valley, which means that where there is regulation, there are opportunities. This is a bit similar to the phrase “ways to make big money are all written into the criminal law” on Zhihu.

For example, Internet finance products such as One Yuan Duo Bao , P2P , and Yu'e Bao. Another example is that many people want to buy things from overseas but find it difficult, so there is the hot overseas shopping e-commerce . These are opportunities derived from supervision.

04

The most important ability of a product manager is not a certain skill, but " making the right things happen one after another ."

05

What an excellent product manager actually does is two things: first understand the world, and then tell others about the world he understands. ——Yu Jun

06

As a tool -type product, how does 360 Mobile Security advertise for other brands? There is a key point, which is to use big data and insights into user scenarios to achieve precise delivery .

JD.com ’s advertisements are targeted at users who have installed e-commerce apps on their phones and use them frequently, and who often receive calls and text messages from couriers. For Mobile Guardian users traveling to South Korea, when they enter the airport duty-free shops, they will be given duty-free shop coupons.

07

The hot words in the product's search box and the keyword special effects are also a point that operations can reasonably utilize. Searching for keywords such as dumplings and milk tea in Meituan Takeout , and entering the keyword "feed dog food" on WeChat on the Chinese Valentine's Day will all result in corresponding dynamic displays, which can give users a sense of surprise.

08

Strive to do everything to the best of your ability. From a small sentence to every operational activity. As the details get better, you get better. Daily and weekly review and summary are really necessary.

09

With the help of third-party online data tools, you can efficiently and quickly create good-looking and high-quality operational reports, such as BDP and Magic Mirror. You only need to import the data to generate line charts, word cloud charts, dual-axis charts, tree charts, data maps, etc. with one click, allowing you to say goodbye to rough Excel mapping.

10

Ding Bo of NetEase Cloud Music said a half-step theory: " You must always be half a step ahead of your users . Because you can't fall behind. If you fall behind them, how can you lead them to watch your stuff? Otherwise, they will find your stuff dull and tasteless.

But you can't be too far ahead. Suppose you are an expert in niche music, and you push your ultimate stuff to everyone every day, no one can keep up. So the half-step theory means that this half-step user happens to follow you, and then you can bring them something new, new discovery. ”

11

No matter how sentimental a product is, it still has to make money . In the end, Abei shut down unprofitable products such as Douban FM, Douban Yike, and Douban Dongxi.

12

"For a long time, we have believed that the ultimate product is to liberate the hands and eyes " - Rohit Prasad, Chief Scientist of Amazon .

13

Good entrepreneurial ideas often come from life . You can think about the problems in your own life or the lives of people around you, and what pain points need to be satisfied.

For example, ofo's Dai Wei's bicycle was often stolen when he was studying at Peking University; MiYa 's Liu Nan found that there was no mother-and-child -related community when she was pregnant; NetEase Cloud Music was founded because its boss Ding Lei was keen on listening to niche music and wanted to make different music products based on the niche.

14

During the Chinese Valentine's Day, we experienced the product's holiday operation activities, including articles, jokes, topic interactions, h5 activities, prize-giving activities, etc. When I think back on these operation activities a week later, most of them have been almost forgotten.

The only thing I remember is a story pushed by the "Yi Tiao" public account : "Today is Chinese Valentine's Day, and the 95-year-old man uses 300 hand-drawn pictures to tell you how to love only one person in your life." Maybe, stories are often more vital.

15

Operation is like telling a story . How to warm up, how to tell a story with ups and downs, how to make the audience resonate, how to make the audience recall and spread...

16

Those born after 2000 are more eager to find a sense of existence and more eager to gain attention from others .

17

Toutiao 's Huoshan short video continues to make efforts. The signing of big Vs may be a node or a black hole, which continues to absorb resources and user attention in the community. In the long run, it has the following disadvantages:

• User cognitive bias . The exposure and persistence of big V content will make users regard the community more as a place to follow and consume big V content, rather than to show themselves and make friends. In this way, personal profiles will be poorly managed and social interaction will be out of the question.
• The relationship chain is fragile and ineffective . It is difficult for fans to get point-to-point feedback from big Vs, and the so-called attention is just a large number of fragile and ineffective one-sided relationships. Users look up to big Vs, but don’t have many close friends around them.
• Community homeostasis is insufficient. The social network supported by big Vs is cluster-like rather than mesh-like, and is particularly dependent on these huge connection nodes. The exit of any node may have ripple effects on the entire system. This is also one of the reasons why the two products Weishi and Xiaokaxiu declined so quickly. When celebrities stopped playing, the community collapsed.

Therefore, relying on signing many big Vs to fight Kuaishou is more like a strategy of drinking poison to quench thirst. What Zeng Guangming, partner of Kuaishou Technology, said, "It's a pity to waste funds for friendly competitors" is not nonsense. ——Marvin

18

Every product should have a mechanism to prevent user churn .

19

Communicate more with talented people and you will open up a new world. Your strengths are your social currency. Think about what you can provide to others, and then ask for what you want.

20

The operator is still confused, so let's have a bowl of chicken soup.

The sentence in "The Girl Who Killed Quail" really hits the pain point:

"When you are old and look back on your life, you will find that when you went abroad to study, when you decided on your first job, when you chose your partner and when you got married, these were all huge changes in your destiny. It's just that when you were standing at the crossroads and saw the wind and clouds, the day you made your choice was quite dull and ordinary in your diary. At that time, you thought it was just an ordinary day in your life."