When I first started learning operations , I read all the articles titled "skills" and "methods" and thought I had found a treasure. I carefully and neatly copied them into my notebook happily. Then, after copying, it was... It was over... It was over...In "Pretty Li Huizhen", Zhen'er, who has just joined the editorial department, cherishes her job very much and hopes that one day she can work overtime until her nose bleeds. But what is hard work in her eyes? He runs around Shanghai every day to buy takeout food for every colleague. He is always responsive to every request and is an all-round waiter.When her boss criticized her for "not doing anything right", she felt very aggrieved. My roommate Qiao Er only said: "They don't need waiters.Have you ever read their magazine? Do you understand their business? ”In short, all of Zhen'er's self-proclaimed efforts were in the wrong direction.Isn’t it also a wrong direction to be obsessed with methods and techniques every day in order to improve one’s operational capabilities?All skills and methods come from only one source: practice. Not to mention whether the method can be applied, just due to the depth of operations, the complexity of categories, and the different situations, backgrounds and resources of each department, each position and each project, the method cannot be applicable everywhere.Before applying the method flexibly, we first need to establish our own cognition and system, understand how to think about this matter and how to solve it. Thinking is often the first priority.The notes I shared today are what I think are the most valuable part of the book "The Light of Operations", and they also answered some of the doubts that had been in my mind for a long time.What exactly is operational thinking ?Teacher Huang gave an answer. Regardless of whether it is correct or not, I think the four operational thinking points that I will share below are not only helpful in solving problems at work, but also have considerable reference value for my own life.➀ Process thinking
First, clearly define the goals and results I want
Secondly, sort out the entire process and main links of the problem from the beginning to the end
Finally, think about what we can do at each stage to create different experiences and achieve the desired results.
Process thinking is about laying out the entire process of a problem and then looking for optimized solutions. Generally, we will focus on one point and then think about what to do, but the cause of this point is related to the problem before and after.For example"There are three recommended positions at the top of the feed on the Baidu Takeaway app guide homepage, and the content is generally about food-related topics. Assuming that the conversion rate of the recommended positions continues to be less than 1% every day during the New Year's Day, what should we do if we want to increase it to 2%?"What was your first reaction? Would you first look at the content and then try to come up with a solution based on the content? That's not wrong, but it doesn't fundamentally solve the problem.First, define the conversion rate of the result recommendation position to 2%, then analyze the entire process and links of user behavior , and finally take measures.The entire process and links of user behavior are shown in the figure belowFirst, users need to enter Baidu Takeout, and then enter the guide homepage. The core function of Baidu Takeout is to place orders for food, and most usage scenarios may occur during lunch and dinner time.Assuming that the Baidu Takeout homepage contributes 10% of the traffic to the guide every day, and during the New Year's Day period, people are more inclined to go out for dinner with friends and colleagues, so due to the holiday, the PV and UV of the Baidu Takeout homepage will decrease, and the views of the guide homepage will also decrease.Therefore, before users form an understanding of the guide and develop a habit of reading it, it is easy for them to rely solely on takeout as an entry point. The number of views on the takeout homepage will directly affect the click data on the guide homepage, and then affect the conversion rate of the recommendation position.Secondly, if the user enters the guide, two behaviors will occur: clicking on the recommended position and not clicking. Clicking on the recommended position will result in three behaviors. Because our target outcome is the conversion rate of the recommendation position, we mainly study the behavior of clicking on the recommendation position.The recommendation position presented to users is in the form of picture + theme. That is to say, to a certain extent, the attractiveness of the picture and theme determines whether users will click to enter this recommendation position.Therefore, we can analyze from the perspective of pictures and themes whether we have accurately captured the user’s point of view and how to optimize it. It is generally recommended to add several alternative subject names and pictures when selecting topics for the initial recommendation position. If the data is not good, you can make adjustments in time and then observe whether the data has changed.Finally, based on the data and analysis obtained, see how to optimize each link and how to increase traffic.➁ Refined thinkingBreak down a big problem you are concerned about into countless small execution details, and be able to have control over all of these small details.The key to refined thinking is deconstruction.For example"When Sina Finance Headlines was first launched, inviting KOLs to join was one of its main tasks. How do you invite 50 KOLs within a week?"Before invitation: Quantity: 50 people are invited per week, and at least 10 people are invited every working day. KOL fields: finance, real estate, technology, collections, and others. KOL source: Xinbang Ranking Index and Aiweibang Ranking Index. KOL adding channels : personal WeChat / WeChat public account Zhihu private message, Weibo follow-up, business cooperation contact, etc. Make an invitation card.The above information can be simply listed in an EXCEL table, supplement each information in detail, and follow up on the contact progress of each KOL.Inviting: After successfully contacting the KOL, it is time to make an explanation that impresses the other party.In addition to the introduction of regular information, in order to fully express the current development trend of financial headlines, you can list key figures and well-known opinion leaders who have already settled in. Secondly, you can show the compatibility of the other party with the platform. This requires homework in the early stage, mainly to understand the other party's activities and areas of expertise, as well as what benefits the other party can obtain from the platform, including material and non-material. In the end, if the deal is successful, it will be a win-win situation. If not, you should express your willingness to keep in touch and your anticipation for future cooperation.After completing the invitation, you need to make use of these resources. Give the top self-media the greatest advantage, form core communication groups, invite them to attend related activities by face recognition, etc.➂ Leveraged ThinkingGood operations actually have a sense of hierarchy. You need to do one thing well first, and then use it as a core leverage point to leverage more things and results.In fact, the entire previous article talks about leveraged thinking. You can click to review it. In fact, it is the same with making friends. Identify your own strengths, do your best to make them, and then trigger other resources, and it will be relatively easy.➃ Ecological thinkingThe so-called ecology is actually a circle in which all roles can exchange values with each other, coexist harmoniously, and jointly drive their development and growth.For exampleWeChat group operation. A WeChat group that is continuously active and can generate value is actually a small ecosystem. Take a WeChat group around me: Carrot Garden of Product Design as an example, let me first introduce this group.The group leader Luobo is an interactive designer at Alibaba . There are currently 311 members in the group, all of whom were born after 1990. Most of the group members work for BAT , Huawei, etc.Group Announcement
Don't send small red envelopes, more than 200 is fine
Please don't queue up, try to talk about something meaningful
Please try to introduce the interesting topic in detail so that everyone can brainstorm and get more valuable information.
Of the above three points, except for the first one which was not done very well, the other two have been implemented efficiently, strictly and habitually. Occasionally, when someone chats about gossip, the group owner will kindly remind them.Group DailyThe group administrator was very clear about the general logic and model of the group ecosystem from the beginning, and everything he did was to ensure that this small ecosystem could eventually take shape.About 10% of the people in the group play the role of core content producers or service providers. If there are relevant issues, they will be raised, and they generally have certain discussion value. Of course, there are also some people who are just spectators. They are not very active and will occasionally say a word or two.Because it is based on value supply, this group has always maintained its consistent style, giving it the opportunity to become a small ecosystem.The above are the four key operational mindsets in Mr. Huang’s eyes.Of course, there areThe fifthThe SixthThe nth4+n key operational thinking, part n will be summarized and filled in by the cats!
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