Zhang Gang, Operation Director of Longzhu Live: Please get the operation logic that operators must know!
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The Internet is a sea of pictures and texts, and an ocean of content, but people have higher requirements for the Internet experience. People are no longer willing to be limited to the ocean of pictures and texts. They hope to have more intuitive and real feelings and experiences. Therefore, live streaming is the next inevitable trend in the future Internet experience relationship and the next explosion point. Where does the operation start? Operations should be results-oriented. Whether you are a newcomer or an old driver, when you go to a new company or a brand new project to operate, you will face a lot of operational affairs, and many people don’t know where to start. Operations are divided into daily operations and breakthrough operations. We should also understand which things are daily operations and which things require breakthrough operations in daily operations. No matter you are in the middle-level backbone or grassroots of operations, the first question we need to consider should be what KPI your leader gives you? All work should be carried out around your KPI. Operations should start with data, process drills, and result deductions. First of all, in the process drill, the first thing to be clear is what dimensions your KPI has? What is the target value for each of these dimensions? Then work backwards based on the target value to see how much of each dimension in the process needs to be achieved to support this result. To give a simple example, monthly revenue = daily active users * consumer user ratio * average daily consumption AR PU value * 30 days. Let me give you another very common example. If you plan to buy a house before you turn 30, and the house you like requires a down payment of 2 million yuan, without considering the factor of rising housing prices, and assuming that you need to make a down payment of 2 million yuan within 3 years, without considering cheating your parents or borrowing money, and earning 2 million yuan yourself, you will definitely consider what industry, what job, and what income you should choose to achieve this goal. The same is true for completing KPIs. It is by no means achievable by simply working hard on daily operations. Secondly, it is more important to understand what the current value is? There is a proportional relationship between all the participation values in the process drill. Through this relationship, you can deduce that if you want to achieve 10 times the revenue, you need to reach a certain value for each participation value to achieve 10 times the revenue. For example, if the current amount is 100,000 and we need to complete 1 million, where is the risk? There are business risks, time risks, and human risks. I believe that many experienced operators have a common and profound feeling that the most difficult thing to coordinate at work is not business achievement, but departmental collaboration. In other words, many companies have more or less the problem of high communication costs, which has become an obstacle to the business development of many companies. For example, what should we do if operations communicate requirements with product and the product does not cooperate? The cooperation between people in many companies may be due to the issue of shared KPIs, including the fact that the final result is achieved by the joint efforts of various departments. Therefore, if shared KPIs are considered in the design of KPIs, it can promote departmental unity, because an operations manager will never forget the logic that the achievement of corporate goals is achieved through the joint efforts of multiple departments. The operational stuff New users, active users , and retention users are the three most common indicators. Many people are discussing how to operate them well. In fact, when it comes to operations, it is just like solving an algebra problem in school. The more complicated the problem, the more likely people are to get it wrong. The simpler something is, the higher the probability of success. So don’t think too much and too complicated, and make sure it is organized and logical. When you think too complicatedly, you will trap yourself in a complex logic and will not be able to jump out to understand the complex logic. In the end you will find that you have thought a lot but done very little. If you can only do one thing out of a hundred things, what is the focus? We need to consider the stage the company is in, the unique characteristics of its business model , the manpower currently available, the current capabilities, the level of the team, and the budget in order to do this well. Therefore, it is necessary to organize it, classify it according to the dimensions of KPI, and analyze and break it down one by one. Operational “0 to 1” Many people know that Delicious No Waiting has more than 20 million users. Until now, Delicious has basically not advertised and has not spent a lot of money to buy traffic. In just over two years, the number of users is still increasing. Why? That’s because its business model takes into account how to precipitate user logic when it is designed from the user scenario. How to acquire customers when designing a business model? Does this project rely on money to attract customers? Or does it depend on the design of the business model itself? Is it possible to acquire users in a certain scenario, and is there a mechanism in this scenario that creates an indispensable need for users? Let’s talk about activity. Many companies will carry out a large number of promotional activities to increase activity and increase user attention. The activity does increase at the time of the activity, but when the activity is stopped for a week, its data drops rapidly. What does this phenomenon indicate? When you let many people know about your product and encourage many people to use it, but then the data drops rapidly to the level before the activity, it means that your product demand is not accurately met, or the product experience is too poor, causing users to give up directly. This is the case most of the time. Let’s talk about startups . What are startups? A company with only 20 people and a company with 600 people are sometimes both startups. When a company is very small, what it lacks most is execution. When the company has a lot of people, what it lacks most is also execution. A company that wants to survive should first take execution as a prerequisite. For startups, in many cases, you don’t need to think too much. You should first fully execute. When the execution reaches a certain stage and the financial statements have a complete process chain, then you can consider how to do refined operations. Because when the company reaches the scale stage, operations are more important than execution. Therefore, execution generates a kind of momentum, and operation is the stamina. The stamina and momentum should be carried out in stages. Management logic of operation To do operations, one must first learn skills and secondly learn methods. The method is mainly based on empiricism methodology. For example, what is the purpose of writing this article? In order to increase the reading rate, we hope that the reading rate will reach more than 100,000. When I just started working in operations, my boss gave me a project and said that my goal for this year was this and that. So I used to work overtime until 2 a.m. every day. Later I found that I could not finish it no matter how hard I tried. Then I realized that my method was wrong and it was useless to work hard. With the right method, I could get twice the result with half the effort. Therefore, methods are more important than skills in operations. Skills, to a certain extent, support efficiency and conversion rate . Skills are based on rationalist methodology. To give a simple example, some designers earn 8,000 yuan a month, while others earn 30,000 yuan a month, and they may use the same design software. Why is there a salary gap? A good designer is not only able to operate design software, but more importantly, what he designs can touch the hearts of users, integrate market and business points, and meet user needs. Therefore, the method is to be able to stack skills and ignite skills. Methods come more from experience. During the operation process, we must focus on accumulating experience. First, we need to judge the experience; second, we need to understand the experience; and third, we need to respect the experience. Operational growth advancement Small operations, large operations, they are all operations. What is a small operation? When doing marketing promotion in a company and organizing a content campaign to promote its activity, new additions, and retention, I can call it a small operation. What is big operation? Big operations are based on forward-looking predictions of everything, with the momentum to take the heads of enemy generals amidst thousands of troops. Large operations are earth-shaking, while small operations are to maintain stability in daily operations. What should you do if you want to add 20 million users by the end of this year? This involves large-scale operations, whether it is event marketing , planning, or strategy. One is the skill level, and the other is the strategic level. Breakthroughs at the strategic level will be achieved faster. Tactical operations vs. strategic operations There is a saying that tactical diligence cannot cover up strategic laziness. Many companies work hard and diligently, but die from laziness. For example, if you want to go to Xiasha in Hangzhou, what should you do first if you have never been there? The first thing you should do is turn on the navigation, plan the route, and check whether you are going on the ground or on an elevated road? Which route arrives faster? Another question is why go to Xiasha? Why not "come here"? Going to Xiasha and "coming here" belong to the strategic level, while taking the ground or elevated route belongs to the tactical level. Many times, if you go in the wrong direction, you will find that you have arrived at another place. To be result-oriented, strategic operations must first be clear about why you are doing this and what the results of doing this are. Don’t forget your original intention and don’t forget where you came from. The logic of internal operation Find the scene, grasp the psychology, and provide guidance. Any means that fail to appeal to the user's psychological and visual perception are ineffective. Manage needs, create logic, and enter product. Operations, if the work you do cannot be reflected in your product, it is useless. In fact, product operations are inseparable to some extent. To improve product experience, we must first look at the content level and secondly at the product logic level. Product logic includes functions, user gameplay, user props, etc. Operations that are not implemented at the product level are not real operations. What exactly is operation? What is the logic behind successful operations? The method is greater than the execution. A wrong method but right execution may not be correct. The method is right but the execution is weak, maybe right. Big companies make people successful, small companies are made by people. What exactly is operation? Water has no constant state, soldiers have no constant shape. To respond to changes is called operation. Every company has different products, models, and marketing . Although skills can be copied, methods may not be applicable. Only by applying them flexibly, adapting to local conditions, combining with the market, and assessing the situation can operations be carried out. Finally, I would like to summarize operations in one sentence, or use one sentence to make everyone think. In a sense, a lot of knowledge and wisdom in an enterprise actually come from life. Only by being an observer, thinker, and experiencer of life can one have a deeper and broader understanding of operations. So the final question for everyone is: How to make someone who doesn’t like you like you? ! Operations require insight, sensitivity, and understanding of needs, as well as the ability to change and optimize oneself. The third is emotional intelligence, thinking from each other's perspective, making each other happy, communicating and achieving win-win results. Therefore, operations without emotional intelligence are a fatal flaw. Starting from the heart and going to the heart, let us find the power of the heart in operation together. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @张刚 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! |
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