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This book is written by a man in science and engineering. Compared with those written by people in liberal arts, community operations, etc., it is more objective and down-to-earth. The title of the book is a bit exaggerated. After reading it, you may not necessarily become a master, but there are some opinions in the book. , it is still worth learning. In total, the author mentioned that operations must be executed from bottom to top.
Refining it one by one from thinking mode → structure → data → methods, and then using effective methods to execute → improve data → meet the structure → complete the goal.
Thinking determines behavior, behavior determines results, results generate data, and data drives operations.
The ultimate purpose of a company's operation is to formulate phased strategic goals based on the business model of the company's chosen industry and around the company's actual situation, transform the goals into a digital form, and complete them in the fastest and most effective way Goal, achieve and make money
What kind of environment is our industry in?
Step 2: Which business model in this industry is our business model?
Step 3: With our resources and strength, where should we set the goal for the first phase?
Step 4: To achieve this goal, what kind of process structure model should we have?
Step 5: What are the key data nodes in this process structure?
Step 6: How much data should we achieve at these key nodes?
Step 7: If we want to achieve these data goals, what operational modules should we do?
Step 8: What methods should we use on each module?
As a commercial company with profit-based goals, the three most basic and important conditions that constitute its development direction are:Production Product, customer and order profit.
Whether it is ToB or ToC products, they include physical products, virtual products, and physical + virtual products.
You can live a prosperous life if you have users, and you can live longer if you have customers.
Products, users, and customer order profits are three conditions. We found that these three conditions form the three dimensions of a company’s development.
You have crazy fans, and they have a lot of money and are willing to buy your stuff, but you don’t have any products to sell.
(2) No matter how great the product is, no matter how big the profit margin is, it won’t work without users.
(3) No matter how great the product is, there are many users, but it will definitely not work if you lose every sale.
When you encounter a bottleneck, find the dimension you are best at and "expand" it
For new media operations, you can set these three dimensions as: number of media matrices, number of fans, and conversion rate.
For example, if you are a copywriter, you can set the three dimensions as: number of copies, number of reads, and fan conversion rate.
For example, if you work in customer service, you can set the three dimensions as: professional speaking skills, consultation volume, and satisfaction.
Products can generate content, so what’s the next sentence? Answer: Let the content become the product!
Content can generate users, so what’s the next sentence? Answer: Let users generate content!
Content can generate activity, so what’s the next sentence? A: Let the activity generate content!
Activities can generate users, so what’s the next sentence? Answer: Let users generate activity!
Channels can generate users, so what’s the next sentence?
Let users become channels! Users can generate behaviors and let behaviors bring users!
Actions can produce effects, let effects lead to actions!
Operations can generate data, let operations drive data! The content is generated through the product, and the content becomes a part of the product.
What is ecology? Ecology is products producing products.
What is fission? Fission means users generate users.
What is distribution? Distribution is channel begets channel.
These are all applications of compound interest thinking.
Operational structure generally refers to the combination and arrangement of various people, things, and things in an organization around the organization's staged goals, and the general term for all structures and processes composed of these roles. The structure of users), goods (products), and scenarios (how to display or trade).
A good product determines the scope of an operation.
(2) A good operation determines the growth rate of a product.
We generally divide operations into three categories: content operations, activity operations, and user operations.
There are some other terms, such as: new media operation, community operation, promotion operation, channel operation, brand operation, data operation, etc. New media operation is generally under the line of content operation → display content.
Community operations are generally under the line of user operations → retention and promotion.
Promotion operations are generally under the line of user operations → attracting new users.
Channel operation is generally under the line of content operation → diffusion distribution.
Brand operation, its operation method is also a collection of these three types of operations
Data operations can be considered as a means of using data to support decision-making in the development process of user operations.
All operational work revolves around product development, and product development largely depends on the improvement of users. The improvement of users includes: improvement of quantity and improvement of quality.
So, operation work,essentially aims to improve the quantity and quality of users, and ultimately combine it with products to bring profits to the company.
For different industries or models, these four steps correspond to different target user groups, such as:
UGC - ordinary users, active users, contributing users, and professional users.
Product sales - free users, paying users, low-frequency paying users, high-frequency paying users.
Community - divers, problem users, expert users, group owners.
See your position clearly
Almost everyone who works in operations is in one or more links in this structure. You can also ask yourself, in the entire operating structure, where are you currently?
3) Discover capability gaps and capability extensions
After seeing your position clearly, if you want to make a breakthrough in the workplace, you actually need to make breakthroughs in the capabilities of each point of this structure. There are two ways to break through here:
(1) Breakthrough outward. As you continue to make breakthroughs, your abilities will become stronger and stronger, and you will be responsible for more and more sectors, making it easier to become a manager of several sectors.
(2) Breakthrough inwards. You can also choose to achieve the ultimate in a niche field. Then your position is not a manager, but an expert in this niche field.
(New) Why do users come? (Retention) Why stay? (promoting activity) Why is it active? (Conversion) Why is it converted? There should be an answer in our content.
There is no particularly profound truth or dazzling skills in content operation. The first thing we have to do is: be careful, careful and considerate, and create every piece of content as if it were a work of art.
Content operation is divided into six steps to implement, namely:
Step one: goals and positioning.
Step Two: Content Production
Step 3: Content processing.
Step 4: Display of content.
Step 5: Diffusion of content.
Step 6: User landing.
Step One: Goals and Positioning Students who have read the previous chapter should remember that through data-driven or strategic adjustments, we have obtained the target users and purposes of current content operations. So at this point, we should clearly understand our target users and operational purposes, and then start to analyze the target users.
1) Draw user portraits. If it is ToC to attract new users, it generally includes: gender, age, type of work, income, region, education level, interests and hobbies, etc. The more detailed the better.
Gender, age, type of work, income, region, education level, hobbies, etc., the more detailed the better.
If ToC is to be improved among existing users, in addition to the above, product usage behavior must also be included, including: registration time, retention rate, frequency of use, whether there is sharing, payment amount, etc.
If it is ToB, it will include: industry, scale, opening time, product line, physical store, location, traffic flow, square meter efficiency, etc.
After a user starts reading a piece of content, if he doesn't get what he wants within 10 seconds, he will basically give up.
Therefore, the time left for us is only 10 seconds. We should try our best to throw out some highlights within 10 seconds to attract users. At the same time, factors such as whether the overall layout style is beautiful and unified are also very important.
Our content should try our best to allow users to have various feelings after completing in-depth reading.
For example: joy, excitement, excitement, anger, scarcity, the pleasure of taking advantage, the comfort after venting emotions, the honor of being unique, the satisfaction when gossiping, etc.
3． Step Three: Content Processing
According to the structure of the content
For example, if a company has several project teams, each project team has several products, and each product has several theme activities, then company-level introductions, promotional videos, etc. are the first level, project introductions. The content is on the second level, the product content is on the third level, and the introduction of each event is on the fourth level. It is divided according to the type of content presentation.
After we have divided the structure, we can classify it according to the actual use and display type of the content, such as long pictures and texts, short pictures and texts, marketing words, soft articles, press releases, Q&A, discount plans, short videos, etc.
Step 4: Display of content
Through the previous content production, we finally entered the link that directly faces users-content display. Content presentation needs to be considered from two perspectives:
①The rhythm of presentation; ②The channel of presentation.
It depends on the company's strategy, product stage, user attributes, market environment, data drive, etc.
"Stable output" means: stability in frequency, stability in quality, and stability in channels.
The best way for a person to strengthen his or her memory is through repeated stimulation. Similarly, in order for users to remember our brand and products and become our loyal users, effective repeated stimulation is also necessary.
Just like boiling water, the only way we need to stabilize or maintain the water at a certain temperature is to continuously and steadily heat it.
Display channels
There are three main categories of channels displayed: self-owned product channels, external free channels, and external paid channels.
(1) Own product channels. For example, our own App products or official WeChat accounts, official websites, official flagship stores, etc., and their display methods generally include: recommendations, messages, pop-up windows, red dots, etc.
External free channels. It mainly includes some UGC-type product media or platforms, or circles or communities generated by some tools.
(3) External charging channels. It mainly includes Baidu Promotion, Online Alliance, Fantong, Tencent Social Advertising, Toutiao, NetEase DSP, etc., as well as offline channels such as Focus Media.
All display channels have one core point: to make stable content planning and push strategies based on the attributes and number of users reached.
When the content is not that outstanding, we can also use some tips to guide users to spread:
1.) Dark Chencang
2.) Coercion and inducement
3.) Move with emotion
4. User landing
All operational work ultimately revolves around customers. So after doing so much work in the past, we must finally let users go to our landing page, such as product payment page, App download page, user registration page, information registration page, public account follow page, etc. No matter how bad it is, You should also leave a contact QR code or contact information.
(1) It must be oriented towards user goals.
(2) The core value of the product must be highlighted.
(3) There must be a priority for content display.
(4) There must be a link to guide diffusion.
(5) Users must be encouraged to take action. The essence of operation is to combine products and improve the quantity and quality of users through various means.
Whether it is content operation, activity operation, or user operation, there is actually no clear demarcation. They all complement each other.
Activity operation must be a purposeful means of user growth or conversion within a certain period of time.
The four basic principles of user operations are: attracting new users, retaining users, promoting activation, and converting. When we do an activity, in the final analysis it is to satisfy one or more of the purposes. For example, newbie benefits are for attracting new customers, daily check-ins are for retention, holiday gift packs are for boosting activity, instant discounts on the first order are for conversions, etc.
(1) Goal correctness: A correct and clear goal is a necessary condition for the success of the activity.
(2) Plan effectiveness: Once you have a goal, you must have an effective plan.
(3) Adequacy of preparation: With a good plan, you must be fully prepared.
1. correctness of goals
To ensure the correctness of something, the best and most intuitive way is to digitize it, so we use the following method:
(1) Convert the goals into user data goals (such as clarifying how many new people you want to attract, how many people you want to activate, etc.).
(2) Digitize the budget (clarify how much it will cost).
(3) Digitize time (clarify how much time it will take). program effectiveness
An effective activity plan is the core thing of activity operation, so here we will focus on the plan. Let's turn the "activity plan" into an object and see what attributes it has.
Every improvement in a user's status comes from the user's decision. Every decision made by the user essentially refers to a "contract" between the user and the product. When anyone signs a contract, he will definitely consider two things: cost and acquisition.
Recruit
Recruitment will occur in two scenarios: the normal operation phase and the product cold start phase.
1. normal operation stage
Let’s talk about the normal operation stage first. At this stage, there are two most important ones: attracting new customers through channels and attracting new customers through referrals. Channel acquisition can be divided into three types: self-owned product channels, external free channels, and external paid channels.
In this 0.01 second moment, what the user will inadvertently perceive is: What is the cost of joining and what will I get? This is an instinctive reaction. He may not be aware of it himself, but this perception must exist.
When carrying out user operation to attract new users, there is a problem that must be solved: we must make users perceive at that moment: user acquisition > user cost.
So what do the user costs include? Including real costs and psychological costs.
Actual costs include: How long does it take to join? How complex are the steps required? How much memory space does it need to occupy? etc.
Psychological costs include: Are there risks to joining? Will it cause other losses? Will there be any unforeseen bad situations? etc.
After understanding this, we will know the key points for us to recruit new people.
The first step: Reduce the user cost as much as possible. For example, the method of joining should be convenient, one-click conversion, light application, and the displayed content should highlight the stability and development of the product.
Step 2: User acquisition must be well designed at the perceptual level, so that users can quickly perceive what they can get after joining.
Try to find channels that have traffic dividends for you. What is traffic dividend? To put it simply, a certain channel has traffic, but no money. At this time, channels can only sell traffic at a low price. If you can find such channels, the cost of traffic will be very low.
The concept of "stable output" means that the frequency must be stable, the quality must be stable, and the channels must be stable.
We must continue to remind users of our existence, deepen their impression of us, and prepare for subsequent promotions and conversions.
retain
User retention can be measured by retention rate. Retention rate refers to the proportion of users who continue to use a product or service within a certain period of time.
The formula for calculating retention rate is as follows:
Retention rate = (number of users still using the product in the current time period / total number of users in the previous time period) * 100%
Among them, the number of users still using the product in the current time period refers to the number of users who are still active at the end of the current time period, and the total number of users in the previous time period refers to the total number of users at the beginning of the previous time period.
By calculating the retention rate, you can understand the user's loyalty and continued use of the product or service. A higher retention rate indicates that users are more satisfied with the product or service, while a lower retention rate may require further analysis of the reasons and measures to improve user retention.
It is not enough to attract new users. How to make users stay is also very important. The purpose of staying is to be able to continue to the next step, which is to consume on the platform and engage in other behaviors.
Promote vitality
What is promotion? To wake up is to wake up a sleeping person. Except for those "pretending to be asleep", theoretically all people can be woken up, but the cost required for each wakeup is different.
Retention is relatively easy, but if you make one mistake, users may be lost.
It is relatively difficult to promote activity, but as long as it is successful once, the user may remain active.
What a product needs from users is three things: money, time, knowledge and resources. What do we think is most important to us, then this is our key indicator
The community allows users to accept our guidance and communicate with each other in a specific scenario, and finally develop consistent behavioral norms, continuous interaction and take the same actions.
Some big self-media Vs: The purpose of building a community is to attract fans, and then directly monetize through some content or related products through sales, rewards, crowdfunding, advertising, etc.
Convert
The ultimate goal of all new acquisitions, retention, and activation is to convert
Conversion can be likes, comments, shares, and final transactions
If the final conversion rate is not high, you can backtrack to see which link caused the problem. You can optimize the product and improve the service through product questionnaires, user feedback, etc.
In today’s situation where Internet software is everywhere,there are many similar products. When the basics are satisfied, the more competitive thing is still operations
Good products are the prerequisite, and operations are the upgrade assistance. Find solutions to problems to achieve growth.
All require constant exploration and experimentation
Let’s talk about your thoughts after reading the book “Growth with Advantages”
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