15 Operation Tips: 5 Preparations, 3 Tools, 4 Processes, and 3 Capabilities Required for Operation

Yesterday I saw a note about operations , which was a summary of someone else's two years of experience. This article is full of practical information and also contains some of my own understanding. Finally, I summarized these 15 key points, which include 5 preparations to be made in the early stage + 3 tools to be used + 4 processes + 3 abilities required.

5 Preparations

Here is a map:

5 preparations before operation

1. Understanding of own products

This part is so important that it cannot be explained in words. If you don’t understand your own products, how can you expect to understand other people’s products? Let’s first take a look at what’s included. It’s not as simple as you think: What is the product positioning? What needs of users can your product solve? Under what circumstances (scenarios) will users use your own products? What is your position in the industry? Is there any competitive advantage? What is the business model ? Development direction? ···This is just like writing a business plan . You have to take into account all aspects of your product, including early planning, mid-term execution, later development direction, cost budget, profit recovery, etc.

2. Understanding of operational users

There are many things to understand about users: basic attributes of users, such as age, gender, region, education level, online habits, content preferences, control of time cutoffs, etc.

There are three points in the picture. The basic user portrait is to be familiar with the user's basic appearance and facial features. In the future, no matter what you do, you only need to find: "Hey, I remember this person", and it is the kind of memorable impression. This will help you get twice the result with half the effort.

Nowadays, everything you do requires data, speaking with data, and analyzing trends. Especially in operational work, data is absolutely indispensable. Data is God.

Many people don’t like to communicate with users, which is actually a fatal weakness. Only by constantly communicating with users and communicating in different identities can we understand users' preferences and true thoughts. Sometimes complaints are a good opportunity for interviews. Only then can users talk to you more and tell you the real reasons, which is a great help to operations.

3. Understand the current status of the product

This actually involves three aspects: daily active users; conversion rate ; total users.

Taking WeChat operation as an example, what we need to look at are the number of updates every day, the content of the updates, whether the update time is fixed or not, the click rate of the menu every day, and the number of article readings and reposts.

4. Core KPI and its calculation formula

This is an indicator and also a goal. Generally, the core KPI is DAU. Someone will definitely ask: What is DAU? DAU stands for Daily Active User – the number of daily active users. Another one is MAU (monthly active users). The two are usually used together to measure the user stickiness and decay cycle of a service. It can be said that MAU is more like a strategic feature, while DAU is more like a tactical feature. These macro and subtle trend changes can provide some data support or help for marketing and promotion.

KPI calculation formula: DAU = total users * conversion rate

For content operations , the common calculation formula is: click users = display users * conversion rate.

5. Competitive product strategy and data

Every product has more than one competitor, and the competitors will be different at different stages of development.

When looking at competitors, the first thing is to find them; the second is to understand their operating strategies; and finally, it is best to understand their conversion data. Now that you have chosen a field, you should immerse yourself in it and find the competitors in this field and the people behind them.

Although competitors are often rivals, learning from them is actually the best and most effective method. The process of learning from each other can better improve oneself and improve the shortcomings of products.

This society is a society of continuous learning!

Following the above content, let’s put the picture first:

3 tools

These three tools are essential everywhere, so use them properly and optimally.

3 tools to run a good operation

1. Mind Map

Generally this is used to write strategies. The previous KPIs, competitive product strategies, etc. can all be used. Using it, you can clearly understand what you need to do in the past, present and future. The logical framework is clear, which is of great help in improving work efficiency and further advancing work.

2. Excel spreadsheet

This one, like word document, is the most used. We use it to do the following:

Basic data records and detailed data records - these are the DAU and MAU mentioned in the previous article. In this way, whether the boss asks or you yourself, you will know clearly the development direction of the products you are operating. It is very important to speak with data!

Data on specific copywriting - this is more detailed. By regularly summarizing data as detailed as the click-through rate of a specific piece of content, we can gain a deep understanding of users' content tastes.

Operation diary organization - record it according to the characteristics and style of your own product, including some strategies and ideas, without a fixed template. Operation is a meticulous job and a long-term battle.

To-do items - After listing the basic strategies for completing KPIs in the previous mind map, and after looking at the data and understanding the problem, the next step is to schedule them for execution.

3. Word document

Generally, Word is used to write plans and strategies, formulate plans, and summarize experiences and lessons.

4 processes

Content operation is the process of matching appropriate content to appropriate users and satisfying user needs through content.

1. Where does the content come from?

To solve the problem of where the content comes from, we must first clarify the content positioning. Content positioning is based on product positioning and user positioning. On this basis, user needs are analyzed and then content positioning is derived.

2. How to select content?

Content selection is the process of selecting high-quality content that matches user needs from the many content sources previously captured. What kind of content is good content? Simply put, there are two criteria, one is that the content is interesting, and the other is that the content is useful. Either it satisfies the user's need for relaxation and pleasure, or it satisfies the user's need for knowledge.

3. Process the content

The selected content is not suitable for immediate push or presentation to users, and needs to be further processed based on understanding of the users.

4. Distribute content to users

There are also many factors that affect the efficiency of content operations. Simply put, they are reach and display.

The points involved in arrival include: When will it reach the user? What kind of users are reached? What is the reach rate?

The points involved in the display include: Where to display? How is the display format? How long is the show?

3 abilities

1. Learning ability

This will never change.

2. Teamwork skills

3. Business reflection and summary ability

I won’t go into detail about these three points, everyone will understand them at a glance.

Recommended Book List

Here is a list of recommended books for your reference and reading:

Category I

Category II

Three categories

I haven't read many of these books, but they are on my to-do list. If you have any resources or recommendations, please share them with us so we can learn from each other! Because only by constantly learning and expanding yourself can you keep up with this changeable society!

Let’s read together and make ourselves stronger! GO!

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @小夕薇 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!