5 different learning methods for different levels of operations!
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As for the question of how to learn operational knowledge, the answers vary greatly depending on the target user groups. 1. Scenario 1: Target user group: 0 working experience to enter the operation learning purpose: get the operation offer learning time: 1-3 months solution: There are two major aspects to consider when entering the industry: 1. What type of company do you want to join? Product-driven, technology-driven: Product and technology-driven companies can establish their own advantages based on their product capabilities and technical background. Therefore, operations personnel work in two directions: one is brand building, and the other is the establishment of an operations mechanism. Correspondingly, the entry threshold for operations personnel will also be very high. Operational drivers: Homogeneous competition is too severe. For example, O2O products require additional services in addition to APP and website. Operators not only need to generate traffic and attract users, but also provide related services, such as signing contracts with merchants and drivers to provide services to users. An operations-driven company that offers a large number of operations positions and also has a mature operations system for learning. If you want to switch to products through operations, you might consider a product-driven company. If you have been doing operations, you might consider an operations-driven company. 2. What kind of segmentation direction After determining the target company, the next thing to consider is which segment to interview for. Product operation : refers specifically to the situation where the usage of a product is relatively complex and requires operators to popularize the usage of the product, or to expand the usage scenarios of the product and increase the gameplay of the product. User operations : responsible for attracting new users, retaining users, being active, and spreading user information. Content operation: Establish a content production mechanism for the website. Promotion and operation: Obtain traffic for the website, such as new media operations such as WeChat, etc. Merchant operations: Acquire merchant users who provide services to ordinary users of platform products. After clarifying the above two questions, you can determine a specific direction based on your own interests, personality, experience, etc., and then start learning. For people entering the industry, interviewers usually look at relatively basic qualities. For example, how are your communication skills, creativity, execution, and office skills? Do you have a deep understanding of the position you are interviewing for? Does it align with the company’s values? Does the personality match the team’s existing temperament? Does the interviewer like you? How lucky are you: the number of candidates and the urgency of the recruitment ? Other abilities cannot be acquired in one day, so let’s focus on job competencies. 1. Study JD. For example, the JD who just found a self-media operations specialist position in a company's mobile business group on a recruitment website is responsible for the daily maintenance of self-media QQ groups, WeChat groups and other organizations, and the qualification review of self-media accounts. The corresponding capabilities required are the ability to select content that is suitable for platform users and to maintain the self-media that produces these contents, that is, content sensitivity and communication skills. 2. Match the corresponding capabilities. Study the content tone of the product, and match the influencers with corresponding content tone on all platforms to form a list. Based on the users on the list, study the content they produce on various platforms, adjust the approach to approach these influencers, and establish connections with them. The subsequent group maintenance and review will be a piece of cake. Through this kind of learning, you can basically get an offer. 2. Scenario 2: Target user group: 0-1 years of operation experience , no excellent leader to lead. Learning purpose: To become an expert in a certain segment of operation. Learning time: 0.5-3 years. Solution: The fastest way to learn operation is to practice. Unlike other industries, the Internet is changing very quickly, with new things emerging in an endless stream. At the same time, excellent operations personnel are very scarce. This creates a problem. Although many newcomers have found operations jobs, they have not met a good mentor. There are also some startup teams that lack a programmer to develop the product and also lack an operator to do promotion. We once did an activity in WeChat Moments, "What troubles do you have as a single operator?" More than 500 people responded (nearly 10% of friends. If you are interested, you can continue to add WeChat friend zyulaoshi01 to continue discussing various topics). You can imagine how large the proportion of operators who are isolated and helpless is! At this time, this is usually how everyone learns. Go to Zhihu to find relevant posts; Learn from various technology media; Reading; Attend various lectures; … But every time I return to work after a sudden epiphany, I find that the problem is still the same as before and I am still at a loss as to how to solve it. As we often say, we understand a lot of principles but still cannot operate well. How can you operate well if you know a lot of principles? 1. Understand the product and the industry If you don't have a deep understanding of the product, then the starting point of everything you do will inevitably deviate. If the starting point is wrong and the direction is wrong, the result will be going in the opposite direction (it's really not easy to come up with an idiom). Therefore, you need to constantly communicate with the product, understand the needs that the product solves, and at the same time understand the industry you are in. Try to understand the position of your product and the problems it solves from the perspective of the industry as a whole, and try to become a member of the industry. For example, in the education industry where I work, the current profitable education products can basically give students a result, which can be a good certificate (junior college to bachelor's degree, accounting certificate: Suntech), a good score (exam score: Good Future; IELTS score: New Oriental), a good job (civil service exam: Huatu, Offcn), including the newly raised VIPABC (fluent English); What are the results when we share products or operations? It is the improvement of your ability. The improvement of your ability is not a result, and it is impossible to quantify the proportion of your ability improvement. It is not visual enough, which means that the profitability of the product is not as strong as the products listed above. Try to understand the essential differences between these products, and you will know the operational difficulties. For a non-rigid product with no result orientation, the problem that operations need to solve is not traffic, activity, or payment ratio, but to make their product have visual value. For example, make a demo through a product course; gain 1,000 fans through an operation course. It is only valuable to understand the essence of operations and then combine them with the operational principles you understand to do operations. 2. No operational experience Experience can be accumulated through time and money. But the reality is that time and money are limited, so the key lies in how to accumulate experience quickly. As someone who has written an operations book, I can tell you responsibly that there is no experience in the book. The experience I am talking about is some specific numbers, such as what is the acquisition cost of an O2O product? How effective is each channel? Where is the traffic depression? What is the key to improving the paid conversion rate? How does the black industry operate? But the book will tell you specific methods, for example, how to calculate user acquisition costs and how to calculate user cycle value. You can see these methods in books, on various public accounts, or on public accounts of technology media. For example, this article, after all the talk, does not mention a shortcut that will prevent you from doing A today and getting B tomorrow, and becoming a great operator the day after tomorrow. It's just like a ridiculous formula, if you improve 0.1 every day, you will have incredible development after 365 days. Just think about it, no one can drink this bowl of chicken soup. It's not that I don't want to share useful information , but I really can't do it. Apart from the fact that some experiences are the foundation of one's livelihood and cannot be shared with outsiders, another very important point is that the products you make and your own operational capabilities do not match the products made by your predecessors and the skills they have mastered. It's useless to say anything. So how do we break through this point? You need a teacher, a balanced mindset, and the ability to learn over the long term. For example, when I first entered the industry, I was lucky enough to find a senior from Alibaba, who was the protagonist of the Tmall Double Eleven 1.5-meter underwear incident. The reason I got to know him was that I followed him to work on the "Website Analysis Guild" account. The question becomes, how do you make friends with a noble person and quickly accumulate experience? Well, search on Zhihu to see if the questions he answers can convince you, see how many likes he gets under a specific topic, hook up with him, and then keep spending money. Operators, everything depends on the return on investment. You can learn the experience you want by exploring it for three to five years. The problem is, if you want to learn it quickly, how much economic value can quick learning bring you? Your starting salary in operations is 10K*15 months. Of course, if you are not in a first-tier company, it may be 6K*13 months (it cannot be less, if it is less, you have to talk to yourself), and then after rapid training, after a year and a half it becomes 25K*18. How much more do you earn in a year? And then the mentor you hooked up with? The hourly salary is 30K/21 working days/8 hours=1785; of course, many Internet practitioners work 996, so the total salary is 1000; so you have to thank those seniors who are in the industry or are valuable (I swear this is not a soft advertiser in the industry) who are willing to chat with you for an hour for a few hundred dollars. For more seniors, you are willing to spend the money, but others may not be willing to accept it. What if you can’t pay? You can learn from me and do voluntary overtime work for your mentor’s company on weekends. If you can't spend money and can't give time, you may get rich faster if you turn right and buy lottery tickets every day... 3. No correct feedback If the previous problems still need to be solved, the feedback problem is really unsolvable. For your own product, the registration rate , activity, growth rate, and whether the promotion effect is good or bad, these issues can only be judged by you. Take some quick courses related to data analysis , and then slowly explore. Or if you are lucky, you can find an organization like Octopus Circle and use the product experience of people in the community to give you reference experience The above is the first part of the content. The second part will update the following viewpoints. If you are interested, please continue to follow zhangyupahei! Scenario 3 Target user group: experts in the subdivided field of operation, but without an overall knowledge system; learning purpose: to systematically establish an operational knowledge system Solution: 4. Scene 4 Target user group: Senior operators who understand the principles Learning purpose: Break through the current situation and solve a very specific problem Solution: 5. Scene 5 Target user group: Entrepreneurs, product managers , HR, etc. Learning purpose: Identify outstanding entrepreneurs and improve the overall capabilities of the operation team. Solution: Mobile application product promotion services: ASO optimization services Cucumber Advertising Alliance The author of this article @章鱼怕黑由(APP顶尖推广) compiled and published it. Please indicate the author information and source when reprinting! |
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