A comprehensive analysis of product operations!
If a product is produced but cannot fully reach users or cannot continue to meet users' ever-changing needs, the value of the product will be greatly reduced and its commercial value will be difficult to realize. At this time, operations used to connect users and products become particularly important! 1. What is product operation? The so-called product operation is actually the process of better connecting products and users by combining various operational means such as users, content, channels, and activities, thereby gradually realizing product value and continuously generating commercial value. 2. Purpose of product operation 1. Connect users and products Create a relationship between users and products and maintain this close relationship. In fact, this is what we often call attracting new customers, retaining existing customers, and promoting activation. 2. Continuously meet user needs User needs are constantly changing, and operations can provide insight into user needs and changing trends in demand. 3. Demonstrate product value and realize commercial value A product can only reflect its value and realize its commercial value after it reaches users, and operation is one of the best ways to make products reach users quickly. 3. Specific methods of operation Product operation can start from content, users, activities and other aspects, so the operation method cannot be separated from these. 1. Content Operation The so-called content operation is actually to combine the relevant content of the product to provide high-quality, accurate content integration, services and promotion to target users. Before we start content marketing, we need to clarify the following points: A． Who is the target user? That is, who will read the content we output. B. What do users like to watch? Only when we know what users like, can we more easily determine the topic of the content. C. How can we get users to promote us for free? Outputting content that users like is not the ultimate goal. How to guide users to spread the word for us is also very important! D. How to quickly push content to users? This is related to the content output channel, that is, channel operation. 2. User Operation User operation means being user-centric, taking user growth and activity as the goal, setting operation plans and formulating operation strategies in accordance with user needs, and completing the process of accumulating users from nothing to something, and from something to a large number. Users are the "material basis" of products, so user operations occupy a vital position in the entire operation process. Because user operations have the opportunity to directly contact users, they play an extremely important role in product word-of-mouth communication, user activity, retention rate , and conversion rate . User operation work can be roughly divided into three aspects: 1. Attracting users, that is, "attracting new users"; 2. Retaining existing users, that is, "retention"; 3. Increasing the activity of existing users, that is, "promoting activation". User operation is actually a very tedious process. Before starting, it is more helpful to carefully organize and study user data and information to be more targeted. 3. Event Operation If content operation and user operation belong to long-term operation strategies and daily operation work, then event operation belongs to short-term project operation with strong timeliness. In other words, event operation is an operation method that can quickly reach certain operation indicators in a short period of time. Event operations are mainly related to organizing events. For example, an e-commerce platform may promote some categories based on users’ recent shopping behaviors and scenarios. The process of increasing order volume and user activity is a type of event operation. In the early preparation stage, it is very important to clearly plan the purpose of this event. Secondly, in terms of event planning, combining user needs to generate attractive event ideas is the key to the success of the event. In order to improve the attractiveness of event planning, we can start from the following aspects:1. Make the content more interesting and down-to-earth as possible; 2. Leverage marketing and leverage your power. Provide activity plans that match product positioning by tracking current hot spots and hot spots; 3. Targeting human weaknesses, such as greed and laziness, and directly touching the hearts of users through concessions and discounts; 4. Choose controversial topics, or activities with content that has a strong sense of contradiction and conflict, so as to increase user attention and activity.Of course, the ways of product operation are not limited to these. Moreover, the operating methods are similar. For example, there are brand operations, data operations, channel operations, etc. that promote product brands through marketing activities, business cooperation, PR, etc. In addition, the operating methods complement each other and are indispensable. 4. Operational Work Process Operation work can be divided into three stages: pre-operation, during operation, and post-operation (of course, this is a bit nonsense). In the early stage of operation, we need to do the following work: 1. Clarify the background and purpose of the operation Before taking action, you need to know the dynamics of the product, whether it has just been launched or a new feature has been launched. Then further determine the purpose of the operation, whether it is to attract new customers or to promote activation, etc. 2. Select the main operation mode It is necessary to choose the appropriate operation method according to the purpose of the operation, and whether to focus on channels or on users needs to be clarified. 3. Resource preparation Whether the functions of the product itself are complete, whether the promotion resources are in place, etc. The most important task during the operation is to execute according to the previous plan and make timely adjustments. After the operation work is completed, we need to pay great attention to data statistics, user feedback and other aspects, which will be more conducive to our detection of operation results and improvement of products. V. Conclusion As competition intensifies and more and more people join the Internet entrepreneurial wave, existing products have already solved most user needs. It becomes difficult to explore user needs and attract more users. In this context, the location of operations closest to users becomes increasingly important. Lei Jun said that as long as you stand in the right place, even a pig can fly. If the product manager 's responsibility is to find the right opportunity and let the entire product fly for a while, then product operations are the force that can keep the product flying.
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