Let's talk about the operating thinking and skills of 10 yuan

Today let’s talk about the 10-yuan operational thinking and some operational skills .

1. Operational approach

Shanda has two famous sayings, one was said by Brother Qiao, and the other was said by the legendary Peng Cheng.

Brother Qiao said: "Not understanding operations is the real operation."

Peng Cheng said: "All things change, but they all exist in one mind."

These two sentences actually revolve around operational thinking.

The first sentence, in fact, many years later, Douban ’s Zhang Xiaobei said something similar. He said that Douban community never does deliberate operations, and all operational actions should be implemented by products.

Zhang Xiaobei's words once caused widespread discussion on Zhihu.

But in fact, if you work in operations long enough, you will find that what Zhang Xiaobei said is not a big problem.

Products and operations are inherently integrated, and deliberate separation is undesirable. They all serve the business, so whoever is closer to the business and more valuable should have more say.

The second sentence, in fact, although I have never heard anyone mention it in other occasions, this sentence will be encountered directly in actual operations.

The most typical example is the process of event operation from planning and development to system support.

This is also the source of many people's misunderstanding that operations require more imagination.

For an old bird like me, drawing points from the palm-sized life wheel and randomly opening boxes are the same. They are both standard lottery activities implemented through algorithms or lottery backgrounds, and they can all be implemented through the same logic.

Just change the outer packaging.

The core never changes: make users happy and make them spend money.

The purpose has never changed, only the surface has changed.

Therefore, what operational thinking actually needs to do is to solve the wrong tendency of floating on the surface instead of going deep into the core.

2. Thought List

There are actually many operational thoughts, here are a few:

2.1 Results-oriented

Brother Liang has said many times that the operations person's job is to work for the company's performance goals, business model , and competitive barriers.

Everything must have a result, whether it is good or bad. Of course, we must always try our best to achieve a good result.

The results must be statistically available and quantifiable, and as an operator, you should be responsible for the results.

2.2 Refinement

Traffic is getting more and more expensive, so don’t focus on purchasing traffic anymore. Precise users are more cost-effective than large-volume traffic screening. Of course, the workload may be N times that of the extensive traffic purchase method, but correspondingly, the cost of converting users is lower and the user life cycle is longer.

2.3 Removing the wall to enter

There is a joke that says two old farmers were sitting together discussing what the emperor should eat. One said that the emperor definitely did not need to drink porridge and had to eat dry rice for every meal. Another said, not only that, not only that, the emperor must have two oil pans in his house. If he wants to eat fried dough sticks, he can fry them. If he wants to eat fried dough sticks, he can fry them.

Your strategy is related to your vision, and the reason why most people's vision is limited is because there is a wall in your mind. This wall may be a reference condensed from your past experience, or it may be the so-called logical connection after your imagination.

But obviously, you need to tear down these existing mindsets in order to change the reality.

For example, you see that many games will run to the telecommunications companies to place small ads about DNS hijacking , and the ads are all filled with pretty young ladies, so it seems that they get considerable clicks and conversions .

But not all products can be successful by following this approach?

Not really.

You will find that most of the companies that can implement this strategy are web game companies, which can play by just clicking on it, but PC games and mobile games are very poor using this method.

Then PC and mobile game companies cannot use this strategy, but must adopt other strategies. When selecting a strategy, they will return to the model of product positioning and refined operations, and repeat the cycle over and over again.

Since we are talking about operational thinking today, I will make some lists. You can see what you have and what you are missing, and then find ways to make up for it.

1. When you see an advertisement, you should try to analyze the audience the advertisement is facing, the possible reasons for the channel selection and the effect recovery.
2. When you see an event, you should try to break down its purpose, target group, expected goals, investment costs, prize explosion rate model and other information.
3. When you see a product, you should analyze its possible business value, the user groups it targets, the usage scenarios of the groups, and the possible payment points after using it, and verify them. At the same time, you should propose points for improvement and observe whether subsequent operational actions verify the points for improvement.
4. When you see a column of data, you should be able to clearly tell whether there are fluctuations in the data, whether such fluctuations are normal, and what the possible reasons are for these fluctuations.
5. When you see a report about operational performance, you should try to analyze whether its inherent logic is sufficient to support the article's judgment and at which points the article may have failed to fulfill its duty of thorough investigation.

And so on.

3. How to obtain

Brother Liang has actually talked about similar topics in the past and pointed out some working methods that can help you develop good operational thinking skills.

1. Record your daily work content and the relevant data changes brought about by previous work content.
2. Carefully understand the strategies and core of traditional marketing , and apply them to your own work and make adjustments.
3. Use different operational tools and data tools to find their respective advantages and disadvantages, as well as the degree of fit with your own work, and manage your own tool library.
4. Build your own media library and material library, I won’t explain this in detail.
5. Make a summary for each operational action and develop a habit. This is very similar to the first point. The only difference is that it is a summary based on the first point.
6. You need to be bold in making the summary, and you should tell your leader and colleagues about it, allowing them to point out your shortcomings and misjudgments, and you will improve quickly.