For full-stack operations, this article is enough!

What is Full Stack

Full stack operation = all-round operation ≠ all-round operation

Full stack operations mindset

Suppose you are the operator of an overseas car rental website. When users enter your website through search engines , how would you design the entire operation process and links?

Search engine. There are two channels , SEM and SEO , which will bring different users.

2. How to record where the user comes from?

This involves some technical aspects. Is it through embedding points, logs, or web page parameters.

3. Where do users go?

I wonder if you have ever observed your own habits when using search engines. In fact, users’ search behaviors can be divided into two categories: obtaining information and solving their own behavioral purposes.

4. Who is the user? Favorite features?

Different users have different search preferences, which can be used as user characteristics. In addition, each user’s pain points are also different.

5. How to operate users?

How to operate users based on different users, different behaviors, and different purposes? For example, if a user enters the website by searching for European travel, wouldn’t it be better if our homepage showed him some information about European travel? Even discounts, which brings up the topic of precise operations, but how should we know these users? What should we do with the content after knowing these users?

After users are attracted by your content, they will start to register. How to operate after registration? Since the user is interested in Europe, the subsequent push messages to him, whether they are content or activities, must be related to Europe. This is the content of the user portrait . Then in the entire operation process, a large amount of data will be generated. How can we use this data to improve the optimization of profits?

6. How to operate data?

From the above questions, we can see that the whole process involves many operational links, including channel operation, user operation , content operation , event operation , and a large amount of data analysis . The operational work involved in different links is different. Judging from the current operating environment, these work contents are actually fragmented.

What harm does separation bring? The overall operational efficiency is low. Everyone is doing their own thing, and everyone is working on their own piece of land. This is not good for career development in operations, and it is easy to hit a ceiling.

1. How long do you think it will take you to master your current job?

If you have been working for one or two years, please look back and think about whether it will take you three or four years or just half a year to do your current job well? For example, for channel operation, one may become basically proficient in one or two months, and the rest is just a matter of accumulating experience and learning how to spend money and how to save money.

2. Can this job support your promotion?

Then, after becoming proficient, you may become an excellent channel operations specialist. So what next? Become a channel operations supervisor, and then, can you be promoted to manager? Or go a step further and become a director. Everyone definitely has a desire to continuously develop in the workplace, so in addition to channels, you can also look at users, content, and event operations to see if it is easy to be promoted to a senior position and get a good salary.

3. What is the future of jobs?

It is easy for operations professionals to hit a career ceiling nowadays. Maybe after a year or two, you will wonder why you have to keep doing this job that has no end in sight. Out of ten operations personnel, only one or two can be promoted to operations managers , and the proportion may be even lower. So what should the operator do at this time? How do you think about your future?

This is actually a limitation brought about by the operations position itself, because everyone always complains that operations is about doing chores. OK, doing chores requires being a screw, so some people are destined to be screws all the time. If you go one step deeper, you will become a gear and then a key component of the machine. This is actually a big problem in operations career.

The former refers to personal development, while the latter refers to the development of the entire operating industry.

Operational complexities need to be addressed

In order to solve the complexity of operations, a new concept was proposed - full-stack operations, to sort out the entire operational process rather than just doing the hard work. The birth of full-stack operations is inevitable and is also determined by some macro-environmental factors.

1. The learning cost of operation is reduced. People who have been working in the Internet industry for a longer time will find that there was no operational knowledge at all five years ago. But now there are many books, theories and courses on operations.

Online courses like the "Operational Literacy Week" on operating helicopters are a form of learning. Three or four years ago, would there be this kind of interactive learning method through live video streaming ? No. But now we have it, so the learning cost of operation is constantly decreasing.

2. Improved operational efficiency. Now there are more and more tools in the field of vertical operations, which will greatly improve work efficiency.

3. The development needs of the operational status. When mobile Internet first emerged, the concept of the product was actually very popular. What matters more now is a product’s commercial capability, profitability, and whether it can survive. You have to operate it in a practical way, which is also a challenge to operational work.

Operations must nurture and maintain the product and allow it to thrive. In fact, this is the demand of the times for operators and also a new challenge for operators. Now is the time when the whole site is mature in operation.

Maybe you used to think that content management is just about writing articles, and as long as you have good writing skills, you can be a successful content manager. But in fact, content operation is developing towards full stack. What other capabilities and considerations does it require?

1. What kind of title is more attractive? What kind of content do users like? Are there differences between different people?

What users like is not just the writing style, but the ideas contained in the text itself. For example, when it comes to cosmetics, instead of praising how good the quality of the cosmetics is, it is better to make users feel that using it can make them more beautiful and give them hope of becoming more beautiful.

2. How to count users’ preferences?

Some people like economics, some like Internet technology, and some like entertainment gossip. Everyone has different content preferences. How to distinguish statistics? For example, Toutiao has a better automation score. To put it simply, for example, statistical methods such as the chi-square test can be used to distinguish the different types of content that users like.

3. Refined content operation

Pushing content to users based on their preferences is a popular operation method, called refined operation.

4. How should the content be better presented? What sorting algorithm to use?

The sorting of Weibo mobile version is based on the time of posting. But on the computer side, personalized recommendations are used. Sometimes an article is particularly popular. If it is pinned to the top for three or four days, a sorting algorithm may be used, which requires R&D, products, etc. to design and plan. This is also a means of operation.

5. Statistics of user sharing and dissemination

The articles that go viral on WeChat Moments can also be counted. In this way, you can know how widely the article is spread in the circle of friends , which is also a method of data analysis.

Generally speaking, content operation is not just about writing texts and updating official accounts . It itself also involves marketing , psychology, data analysis, and even how to design better products. This is the difference in the development of content operations towards full-stack operations. The latter will think more comprehensively and think of various ways to optimize the content itself. Ordinary content operations may last for two or three years before their career ceiling is reached. If you develop into a full-stack content operator, you will think more, do better, and get better career development opportunities.

Master the whole process and be familiar with all business

Full-stack operation means "mastering the entire process and being familiar with all business." It does not just focus on one point, but involves a surface through one point, and through optimizing different details in the surface, the data of the entire product can be greatly improved. What is needed in the future is not just simple execution, but people who can aggregate and build operations.

Full-stack operations are not oriented towards work content, but job responsibilities. Things like content, activities, users, etc. are actual work content and means, not responsibilities. The job responsibilities of operations are to improve various product data, make more money, and acquire more users. This is what operations should do.

Full stack operations are divided into four development directions:

The first is increase, which refers to the growth of various indicators.

The second is commercial, which refers to improving the profitability of products.

The third is marketing, which corresponds to increase and is a brand concept.

The fourth is strategy, which is closer to project management. It is used to build a team, is responsible for the coordination and communication among various departments, and drives the development of the entire operation.

Full-stack operations are about driving, not execution; they are about being an expert, not a generalist.

Full stack is a development direction of operations, but not necessarily the final inevitable result of operations.

1. Operation-driven

A company must be operations-driven, rather than relying on product concept hype to make a living.

2. Understand the entire operating system

If you have the opportunity to rotate, you can experience each position for half a year, which is beneficial for becoming a full-stack operator. Or in a startup company, basically from zero to one, from one to one hundred, you know everything. (A state where women are treated as men and men are treated as supermen.)

3. Personal traits: driving force + execution + learning ability

Full-stack operations have relatively high requirements for individuals, especially in terms of learning. You have to work harder than ordinary people to get some good opportunities for development.

As long as the basic operations knowledge system is established, it will be much easier to become a full-stack operator. There may be some delays in career development in the first one or two years, but in the end it will become smoother and smoother.

From top to bottom

There is a classic way of thinking - the pyramid principle , which specifically explains how to use pyramid thinking to learn operational knowledge and concepts.

For example:

This structure is like a pyramid shape (20%, 20%, 60% are just empirical numbers).

For the 20% of users who like to buy impulsively, because they love to shop, you can buy one thousand and get one hundred free. He will definitely try his best to meet the number of orders, or find the type of products that users like most and continuously push messages and market them.

For the 60% of hesitant users, who are also the largest group of people, what needs to be considered is the conversion rate and how to get them to buy. Try to analyze where their hesitation lies. Is it because of incomplete information? Not enough wallet? Or is the product unreliable? For example, if he stays on a product page for five minutes, it means that he is actually interested in it, but he may have collected it because of factors such as price. It doesn’t matter if he collects it, you can also push messages @him, etc. These are all means of operation, and the important thing is to find an operation strategy that suits you.

The remaining 20% ​​of rational users are more difficult to manage because they are stingy. If you send them marketing text messages, they will definitely be annoyed and indifferent. So it is better not to send them and save money on text messages. Therefore, you can first identify these rational users and find out their pain points and weaknesses before considering marketing.

Look one step forward and one step back.

For example, when many new operators organize activities, they only consider the three links in the middle: the beginning, the period, and the end. They don’t look forward or backward. For example, when they organize activities on WeChat , the purpose is to attract fans, but more often than not, they don’t ask themselves why they want to attract fans? What is the goal of attracting fans?

In fact, this is a kind of process-based thinking. Many times, we may only focus on one or two points in the process. As for why the activity should be carried out before the process and what the final goal feedback of the activity is, these are all ignored. This can be said to be a loophole in thinking and is not advisable.

For example, what was it like before adding a new user? If it is a channel, then what you need to consider is the channel cost. Are you willing to spend 100,000 yuan to get 10,000 fans, but only keep 5,000 in the end, or are you willing to spend 200,000 to attract more users who can stay? This is actually a retention issue. You are willing to spend a lot of money to buy a lot of users, but the retention rate is low . Still willing to spend a small price to acquire a small number of users, but with a high retention rate. Therefore, it is not advisable to only focus on retention rate without considering the cost.

Operational exercises can achieve the purpose of training through association. The most important thing about association is application. Regardless of the pyramid principle, the global system or the process-based thinking, it must be applied in work. It doesn’t mean that you will definitely gain something if you read a lot of practical operational knowledge. If you don’t relate it to your work content, you won’t be able to digest it and turn it into your own wealth. So in fact, from a single point to an association, the fragmented knowledge can be connected like a network, so that it can become an excellent full-stack operation.

Full stack is not a position, but a way of thinking and ability. Through this way of thinking, the operation strategy is analyzed. When it is analyzed enough, it will naturally become a thinking system of operation.