A former front-line operations staff member of Suning.com shared: What do you do as an operations staff member all day?

Operation , a high-sounding job title in the Internet industry. As a combination of operation and marketing , the entry threshold for the position is not high. However, the rough and messy job positioning makes many operators not know what they are doing all day long. Admittedly, I also don’t know what I have accomplished and where the sense of accomplishment is after being busy all day long. I also believe that the majority of my colleagues in operations are thinking about what operations should be done, just like me.

Since the day I entered the Internet industry, I have gone from a pretty boy to a veteran. I have taken many detours and filled many huge pits. The lessons learned and experiences compiled can be published in a booklet, a history of blood and tears that I forced myself to do. But I still persisted until now. From PC to APP, from offline to online, from traditional media to self-media. Today I will tell you what different operations positions do every day. It can help relieve the stress and fatigue of the vast number of operations colleagues who are being trained (tortured) by their bosses at work and the newbies who are about to enter the operations industry.

1. Traffic Operation

The word "traffic" can be big or small, and often the larger the scope, the more vague the responsibilities. The key KPI indicator of the Internet is traffic. If your position is a traffic operations officer, and you can control and freely allocate your own traffic entry resources, congratulations, as long as you can control and formulate the rules for traffic distribution, the operation work will be carried out more easily; if these resources are not in your own hands, then congratulations, in the future you will have a long-term war of words with the operation and maintenance department and parallel departments over resource positions and entrances. I have also experienced the feeling of going to work every day like going to a grave. Who wants to have an argument with others as soon as they get to work? Arguing in a reasonable and restrained manner is also a training for you (my boss always tells me this, but it doesn’t make any sense).

I basically summarize traffic operations into several points:

• Allocation of entrance slots for own resources (if the initiative is not in your own hands, then you have to fight for the slots)
• As well as the formulation of operation and maintenance rules; planning of marketing activities and online promotion.
• Optimize each traffic entry point and coordinate with the R&D and user research departments for iterative optimization.
• Improve the smoothness and convenience of traffic and users' click-through rate .

If it is a small company, it may also include external traffic generation work. The above is the job description, which varies from company to company and from person to person. After all, the word "traffic" seems too big and too difficult to control to me. I spend most of my time mining data.

2. Content Operation

It is rare to use high-quality content to attract traffic and generate viral spread, which can become a phenomenal classic case. From the unexpected popularity of online videos, the ability of Durex's official Weibo to attract fans, to the spread of the Uniqlo incident in the circle of friends. We seem to be able to foresee that in the future, none of us will be able to escape the capture of the big net of social Internet. People need to socialize, interact and share.

I have said so much just to lay the foundation for the importance of content operation. In terms of the complexity of the work, content operation is the most accurate. The content editors and promoters of Weibo, WeChat public accounts , and subscription accounts work together with the PR department to carry out brand promotion. Sometimes, writing press releases is also part of the job responsibilities of content operations. The KPIs of assessment also come with these work items, including the number of article readings, the number of reposts, the number of fans growing, the transaction amount brought by push, etc. Of course, content operations require good writing skills, good creativity, and keeping up with current affairs. As my boss said, "shoot while it's hot"

3. Category and product operation

Any e-commerce Internet company that has physical or virtual transactions will have its own categories. This is also a kind of operational position divided from the underlying commodity structure of e-commerce. For example, Tmall has its own category operations of clothing, sports and outdoor, 3G electronic digital photography, etc. Tuniu has its own domestic routes, international routes, group tours, etc. These are all categories. Good category segmentation will help the company's main body to operate in a refined manner and the division of responsibilities will be clear. These categories all require dedicated category operations specialists to be responsible for daily operations, including: daily conversion indicators, traffic indicators, the accuracy of underlying product data such as parameter templates, etc. All of them are needed to assess the category operations.

Of course, most of these operations positions are connected to suppliers or merchants. There is a difference between the operation of some self-operated product categories and the operation of suppliers on the platform. The former operates goods or products, and the main assessment for direct procurement is GMV and GP. The latter manages merchants, promotes merchants' traffic acquisition, formulates rules to guide merchants to compete in a healthy manner and increase merchants' sales. Of course, the largest proportion of these work projects is collecting and selecting products for activities and finding hot-selling products.

4. Membership Operation

The scope of work of this position and traffic operation is broad, including how to plan activities to promote the generation of new members and the activation of old members, as well as awakening dormant members. These are all needed to measure the daily performance of activity operations. By distinguishing different types of members through different dimensions, we can achieve more accurate marketing promotion and reduce advertising expenses. In addition to trying every possible way to attract new members at low prices and organize activities such as membership days, points malls, lucky draws, and door-to-door marketing to attract new members and maintain the activity of existing members, colleagues in membership operations often also have to conduct community operations and promotion through various online communities such as Tianya Baidu Tieba, and maintain KOLs (key opinion leaders). It can be said that membership operation also serves as a part of community operation and new media operation. Daily dau, weekly wau and monthly mau are also indicators to measure member operations. Maybe your leader will give you other work items.

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