Operational framework construction: Make 1 traffic flow more valuable than 4

Because I am good at building frameworks, my article will be different from others. I will start with the top-level construction and then describe the corresponding parts step by step based on my personal practical experience.

1. Operation is more than just operation

First of all, operations are not just operations. Operations need to be combined with understanding of the industry to play its true role.

Mastering operational skills is only the first step in your career. Congratulations, you are already a qualified tool person, but if you want to move up and operate projects independently and control the business direction, you need to have certain insights into the industry.

I believe you have had such an experience. You are the one operating the same model, but why are the results so different after changing the industry? With the same 70% strength, only 3% of the effect was achieved, or even no effect at all?

Assumption: You know nothing about the industry or are purely relying on conjecture. If you formulate the operation direction based on this, you will end up wasting a lot of time in the wrong direction. Therefore, whenever you enter a new industry, you can first build/verify your own model.

• If you already have your own industry analysis model, you only need to fill it with a lot of data/content to quickly get to the real needs;
• If you don’t have your own industry analysis model, it is recommended that you establish one as soon as possible.

2. Secondary Model Framework

The operating system you personally establish is more about guiding you to quickly master the tools and execute quickly; industry experience provides you with direction, helps you hit the pain points/critical points directly, and helps you avoid detours.

Then, I summarize four points about the operation system:

1. Carrier: Provides tools for your operations, such as WeChat accounts, WeChat groups, public accounts, video accounts, mini-programs, etc. It is like a skeleton, like a carrier, carrying and supporting the concretization of your entire operation system;
2. Model: The corresponding tools combined with the industry will derive different operating models. The lighter and more mature the model, the less muscle and more developed the fat. The model should be light for users, but heavy for internal use.
3. Nodes: phased core growth points and systematic activities. These two types are the anchor nodes of development and run through the overall operation module. Each node is like a heart, pumping blood throughout the body, circulating throughout the body, and empowering each link;
4. Theoretical analysis: It requires not only mastering a large number of theories/tools/models, but also certain data analysis and summarization capabilities, just like the brain, constantly making judgments and corrections.

Based on the above operational framework, we already have sound working capabilities, but in order to navigate the big map of the industry and take the right path, we need to establish various analysis models. Since what I will mainly summarize next are the operational modules, if you have ideas about industry analysis models, we can discuss them together.

3. Operational module execution/skills

The carriers of the Internet are ever-changing, but the underlying logic and top-level framework remain unchanged. Therefore, the ability to refine is a necessary awareness for operators, and once you understand it, you will be able to master it.

Taking the WeChat ecosystem as an example, it is the most complete and valuable user ecosystem in China's Internet. We can use this as an example to refine and summarize it continuously. Even if the carrier is changed, it can be operated quickly.

For example, IP numbers, as a carrier for user communication and deep bundling, can reach users quickly and effectively. Mainstream platforms such as WeChat, Xiaohongshu, Taobao, Douyin, etc. can build their own IP numbers to reach users.

For different users, companies of different sizes will establish different matrix strategies.

• A. Omnichannel marketing: If your company has sufficient manpower and deep pockets, and is willing to invest resources to maximize the 1% benefit, then omnichannel marketing is the first choice for the rich. What if you are not rich?
• D. Focus strategy: Companies that are not wealthy usually choose to focus. Of course, focusing is not achieved in one day and requires testing of different channels.
• B Focus on testing: Cast a wide net, but control the scope of each channel, run data and models, and generally evaluate ROI after the test is completed, cut off unnecessary channels and focus.

One-stop service, whether it is IP number matrix, social network matrix, new media matrix, etc., the underlying logic is similar, but the specific tools have different instructions for use.

The model is particularly critical for the platform. The models of different sections need to be focused in order to work together and form platform advantages. If each section fights independently, it will eventually evolve into an internal battle for traffic and model barriers, rather than empowering each other.

How does user operation manage customers and finally direct traffic to community operation personnel? How does community operation screen out accurate customers for user operation and so on. Each plate exists independently and yet is interdependent, creating the effect of 1+1>2.

Enterprise development consists of different strategic stages, and different strategic stages form a large cycle.

• Periodic growth points drive scale growth;
• Systematic activities drive conversion.

KPIs and activities at different stages run through all modules, allowing 1 traffic to have a value greater than 4.

There must be common skills between the operating system and industry experience, namely data analysis and business capabilities. Data analysis is an essential skill in all jobs, helping you to conduct efficient review.

There is also business capability. No matter what type of work you do, you will be developing for users in the future, so how to reach your target group and how to develop business are particularly critical.

Later, I will build and improve my overall operation system by systematically disassembling each operation module. Welcome everyone to come and have a discussion!

The first article from the operation cat who likes to drink happy water!

Author: Operation Meow who loves drinking Coke

Source: Operation Meow who loves drinking Coke