Operation decoding, do you know these little things about operations?

It is easy to enter the industry but difficult to master it. Operations are everywhere in life. This seems to be the most appropriate evaluation of operations.

What is operation? Perhaps, people in the industry think that operations are complicated and trivial: doing errands, flirting with users, controlling projects and rushing data; while people outside the industry think that operations are very impressive: everything is coordinated under the command of a mastermind.

Let’s take a closer look at the operations. How can we manage the community and guide the healthy development of the community ecology? How to retain users and maintain harmonious and lasting relationships? How to explore content and ensure sustainable content production? …

On July 9 (Saturday), Qidian Academy’s offline open class will join hands with three front-line operations experts to share with you their practical experience summarized from many years of work and talk about their thoughts on operations.

Now let’s go and see the scene together.

The event hasn't started yet, but the girls at the sign-in area are already ready.

The friends at the scene listened attentively and took full notes.

There were continuous questions during the interactive session, and after it ended, the guests were surrounded to discuss the questions.

How can sharing be complete without taking a group photo? Let’s take a happy group photo and see you on the next sharing day!

Okay, without further ado, here is some down-to-earth sharing content for you.

Huang Huajiang, former NetEase BOBO operations manager: "Content Products: Positions and Cases"

Mr. Huang shared his own experience in operating content products through the content product framework diagram he summarized. Starting from the standpoint and cases of content products to the analysis of user consumption capacity, we analyzed how to operate it.

1. The core of the content

The core of a content product lies in the initiator's position, perspective, or positioning. When creating a content product, the initiator should have a clear position and views in mind. After you have formed your position and opinions, express your ideas through product design and content selection.

2. How to realize the above ideas?

First, produce content. There are two types of content production. At the beginning, there is content production dominated by PGC; after being driven by PGC, UGC will participate. For example, Xiaomi did not have a clear idea of ​​what kind of mobile phone it would make at the beginning. But after it had fans, they put forward their own opinions based on Xiaomi's position. This is how PGC drives UGC, thereby producing picture content, text content, etc.

After production, the next step is display, which can be divided into three types: public, semi-public and private.

Third, content dissemination. Regarding dissemination, the content itself must be able to be disseminated within the site, such as sharing in WeChat’s internal circle of friends and sharing in public accounts; at the same time, it can also be shared outside the site, such as sharing to browsers , QQ groups, etc.

With production, display and dissemination, and combined with one's own content viewpoints, the embryonic framework of product content is formed.

Li Yong, founder and COO of Pocket Part-time: "Operation Decoding: Operational Matters"

Teacher Li introduced his sharing through 4 questions:

1. With 7.2 million users after one year online, what has the operation done? What pitfalls did you encounter?

2.What are the characteristics of the campus market ? How to promote to this market ?

3. How do operations drive products?

4. When the product develops to a certain stage, how to adjust the corresponding operation strategy?

1. With 7.2 million users after one year online, what has the operation done? What pitfalls did you encounter?

(1) Find seed users . The initial seed users of Pocket Part-time Jobs can be divided into two types: students who need part-time jobs and companies that have recruitment needs. Where are the users? Need to find it. In traditional recruitment, many companies do not have channels to directly connect with students and need intermediaries to recruit. These are the seed users of Pocket Part-time Jobs.

(2) Team building. What kind of people does the team need? In the early stage, we couldn’t invite some people from BAT, they were all classmates. The advantages of these people are: 1. Reliable, 2. Dedicated to the team; In addition, we must clarify the team’s goals, formulate a plan for each year, and strengthen communication between teams, which is conducive to the team’s thriving growth. How to manage a team effectively? A good tip: First, know what the team members need, and then whether you can provide it.

(3) Rapid replication across the country. How to copy quickly? Three people work on a city: a city manager, one is responsible for B-side promotion, and one is responsible for campus promotion . Such a small team continues to train the team, and when a city has developed almost well, these three people will move on to the next city, and replicate quickly in this way.

(4) What pitfalls did you encounter? It’s easy to spend money recklessly in the early stages, but it turns out that quality content is what really attracts users.

2. What are the characteristics of the campus market? How to promote to this market?

How to promote in this market?

(1) Establish a field sales team, manage the team’s division of labor, and ensure the welfare of team members. The team in each region is called Pocket Intern, with 1-2 interns in each school, whose job is to post posters, distribute flyers, etc. What benefits will Pocket Intern have? First of all, there is salary; secondly, some training courses are provided; thirdly, outstanding pocket interns can have the opportunity to visit companies on their open days, which allows them to get in touch with society in advance while they are still in school. Therefore, the team has strong execution capabilities in all aspects because we know what they need and can give them what they need.

(2) Creative promotion, leveraging marketing , and joint promotion. In 2014, Koudaizhan held an offline version of the red envelope activity, which took advantage of WeChat red envelopes and achieved good results.

(3) Build word-of-mouth reputation, enhance brand, and strengthen administrative strength. The special thing about the campus market is that it requires building good relationships with the school, provincial youth league committee, and municipal youth league committee.

3. How do operations drive products?

One is product-driven. In a product-driven company, a service is led by a product manager who is responsible for the development of the entire service and the KPIs include business indicators. The operations manager is responsible for implementing the product manager's plans.

One is operation-driven. In a business-driven company, a service is led by an operations manager who is responsible for business development and revenue, while the product manager is only responsible for completing the functional planning and implementation of the service.

4. When the product develops to a certain stage, how to adjust the corresponding operation strategy?

Start-up period: You need to find target users and promote at the lowest cost. At this time, promoting users is the top priority.

Development stage: team building, rapid replication to seize the market, brand building is on the agenda at this time;

Stable period: Considering advertising and stable management of the team, brand building is the top priority;

Revenue stage: Do a good job of customer management and brand public relations, and then start to consider business revenue;

Zheng Dawei, Senior Operation Manager of Southern New Media OTT: "PGC Video (Internet IP) Marketing and Trends"

Teacher Zheng discussed the trends in the video industry and shared current popular IPs, video cases, and other content.

1. Definition of Network IP

In a narrow sense, Internet IP refers to intellectual property, specifically content copyright, and focuses more on content attributes and emphasizes the rights of authors.

In a broad sense, online IP refers to derivative products around copyright. IP has its own traffic, and the target audience has a strong sense of identification with this IP. At the same time, IP is cross-platform, focuses more on product attributes, and emphasizes business development.

2. The difference between copyright PGCUGC video marketing

Copyrighted videos usually do not have the concept of IP positioning. In fact, the films are shot by TV stations and production organizations, and the IP positioning is determined by the producers, not by video websites and users. What video websites can do is to compile a list of films for the entire year and then spend money to buy them. When it comes to the IP channel, copyrighted videos can only be distributed because they only have the copyright for online broadcasting.

UGC videos also do not have IP positioning because the content of UGC videos is very random. So all you can do with UGC videos is shoot, edit, add music, and then upload them to video websites.

The difference of PGC videos lies in: in the IP positioning stage, PGC videos will look for program positioning, target audience and suitable program format before making the program; then in the IP production stage, a professional team will be used to shoot and edit, which is more professional; then in the IP channel stage, since PGC videos are likely to be invested by video websites or bought back by specialized distribution agencies, the copyright is free in the IP channel stage, so the program's characters, topics and brands can be licensed to any product. The biggest advantage of PGC video is that all links are controllable.

3. Video Marketing Trend

(1) Live broadcast : All existing video marketing methods are reflected in live broadcast, and live broadcast can interact with the person shooting the video more directly and in real time. In addition, there is the concept of reward in live broadcasting. Live broadcasting can be used as a supplement to the original PGC video, but if it is just live broadcasting, it will be another kind of UGC video. Because PGC content can be guaranteed, but live streaming is not necessarily.

(2) Smart advertising: The lowest level of intelligence can be manifested in the targeted delivery of advertisements, while the highest level of intelligence is the precise delivery of advertisements.

(3) Scenario Marketing: Combination of Video and VR or AR

(4) Content is king