First, what is the operator
What operation is the? Because of the variety of types of operations, with the hot Internet, many jobs can be preceded by the name of the operation, so operators like Shakespeare's "Hamlet", I believe practitioners each operation has its own perception of Operations .
Sometimes friends or relatives to ask what you are doing, you answer: "operator." Many times they will look to rip off what you pressed "operation" is? Because daily work operations are very complicated, and you do not know how to explain. Writing articles, doing activities, and even sales. We are often self-deprecating odd jobs.
Never mind, this article will give you a new awareness of the operation and its development path.
First of all we need to know what in the end is the operator?
Common operations into new media operations, user operations, content operations, activities, operations, community operations, data operators, electricity business operations, product operations, market operations and other. Is not see these kinds of light, feel scalp tingling, of course, that was not the operator of all kinds, and the kind of development path and work content of each operation is completely different.
In the definition of the concept of the traditional industries of operations: the operation process of planning, organization, implementation and control, it is to create products and services closely related to the management of general. Much like the more common project management.
Broadly operating concept: from a broad perspective, all around the product of human intervention call operations.
Internet operators concepts: the concept of Internet operators is relatively narrow, divided into active operation, content operations, user operations, such as the above Constituency Operations said operational jobs.
Today, we will introduce the Internet focus on operations, and Internet operators have a common operational Liu Zi Jue, work and skills simple explanation operations.
Product (ie brand, announced goods made according to brand and product features, branding and PR, etc.),
Policy (ie, planning, planning corresponding activities, event marketing activities, fission activities),
Inside (content, that content production, soft text, pictures, video and other content),
Push (promotion for distribution in various channels to promote the gathering and flow),
Pull (pull new, through the front of the action, the number of users drainage to the public, APP, community),
Turn (conversion, that conversion transaction, allowing users to purchase products generate interest).
Second, the new media operations
New media operations: by means of modern mobile Internet, through the use of micro letter, microblogging, paste it and other new media platforms tools for product promotion, marketing, product marketing means a series of operations. By planning the brand associated with high quality, highly transmissible sexual content and online activities, or to the customer a wide range of precision push message, increase participation, improve visibility, and thus take advantage of economies of fans, to achieve the appropriate marketing purposes. With the development of Internet products, derived from the short video, the little red book and other new media platforms.
Daily work: new media operators as the earlier types of operators, many operators and switch to the students, the first job is the new media operations, which also operates the type of work the more complicated.
Necessary Skills:
1. The need to have the ability to write tweets of writing, this is the most important;
2. With a net sense, good hot pursuit of social networks and hotspots sensitive;
3. have a certain number of experience in public operations.
Plus skills:
1. have a simple design capabilities, some companies will even require filming, editing audio and video;
4. Finally, because it involves the maintenance and growth of user fans, but also with marketing, data analysis, user operations, event planning and other skills.
From the above it is not difficult to find two jobs JD, the new media operators daily work is mainly for their own user needs, preparation of various types of soft paper, planning all kinds of marketing campaigns and research strategy for each platform, distributed maintenance and fans increase. The need to design and audio and video clips also do article for the material and activities ready, of course, these are generally entrepreneurial team or a person you want multiple roles, for reasons of cost savings, many teams framework established companies have two working specially designed and post responsible. Data analysis, marketing, user operations but also to let you in the article and in event planning, writing and planning articles and activities closer to user needs, rather than writing machine no soul, which is promoted grown to more advanced operations and liters the key post of pay watershed.
Development Path: New Media Operations Specialist → new media operations director (senior new media operations) → New Media Operations Manager (senior new media operations) → New Media Operations Director (Operations Director)
On the career path, or common management and professional line two lines, as long as you can separate write some original articles, some marketing activity planning, you can be considered a qualified new media operations. If you can combine the just comes to marketing, data analysis, user operations and other skills, you will be able promoted and advanced new media operations, if you have some communication and coordination, management ability you can handle the job supervisor. With your operational experience (3--5 years) cumulative precipitation for the company to generate revenue, the effect of considerable activity, the company will expand the team, so that you become the new media operations manager. Staff you manage more and more and more rich experience (over 5 years), the company found out you were a fly indispensable talent, director of operations this career will belong to you, of course, this road Ren the long road, operators need to communicate and coordinate with the various departments, you need to have strong interpersonal skills and management capabilities, often to promote an active, 90 percent of all the difficulty lies in the company's internal friction. Finally, you need to have Internet barbaric growth capacity and ability to learn, in order to keep up with the trend of the times, let his clothes tube, and lead the team on track.
Third, the user operations
User Operations: user refers to user-centric operations, follow the user needs to set the rules of operating activities and develop operational strategies and operational objectives, the implementation of strict control of the process and result, in order to achieve the intended operational objectives and tasks set.
The key point of the user operations: 1, user-centric user operations; 2, to develop operational strategies and operational goals; 3, planning, organization, implementation and control of operational processes; 4, instructive data analysis.
The core user operations: open source (pull new customers), throttle (to prevent churn and loss of customers to restore), maintaining (existing user retention), stimulating (and even promote active users convert to paid subscribers).
Daily work: Internet users as operators for the industry to develop user lifecycle types of operations strategy often requires a certain operating experience, and industry practitioners need to have some knowledge of the user, from the conceptual point of view and their view of the user's daily operations work is for users of the product growth, retention, and other key indicators of responsible active, the user is layered and refined its operations. With the rising cost of traffic now, just subscriber growth this section will extend a recent very hot career - subscriber growth (growth hacker). First, in their daily work, you have to help sort out a clear company structure users, even users portraits, and its layered, develop marketing operations strategies to improve key indicators. As a lot of fight, is to go to their user location, structured hierarchies, a series of second and third tier cities, the economic capacity of user groups in general revenue, improve daily living (DAU) through policy red envelopes, coupons, subsidies, new registrations the number of users, or even sales.
Necessary Skills:
1. (1--3 years) experience in Internet operations;
2. Master user operating methodology;
3. Have the ability to copy and planning
4. Independent system operators planning related user program;
5. some industry experience.
6. communication skills, strong ability to learn.
Development path: User Operations Specialist → user operations director (operations advanced users) → User Operations Manager (Senior User Operations) → User Operations Director (Operations Director)
From the point of view of development paths, and new media similar, in fact, no matter what the operation, development paths are two roads, but the focus of daily work will be biased, and later promoted to the higher capacity required for the operation have also changed general ability of adults, such as communication skills, management skills, learning ability, professional ability, so whether you choose what kind of operations jobs at the same time enhance the professional capacity, and do not forget to enhance the ability of other aspects, these are also the most critical factor is you opened the gap with others.
Fourth, product operations
Product operations: a broad sense, everything can promote the product optimization work called product operations. In a narrow sense, long-term investigation and analysis needs of users, and feedback to the product iterations people, is the product operations. Is a product from operations is a content development, user maintenance, event planning three levels to manage product content and professional users.
Daily work: the definition of product operations will be relatively wide, so their daily work content will be responsible for the definition of each company is different, but there is a big difference. But also covers user department operations and subscriber growth of work. First products are responsible for the daily promotion and publicity, planning and organizing activities and promotion programs; responsible for the collection of user feedback on the user experience and product design optimization iterations.
According to the product life cycle of their daily work will also have specific differences.
Product development phase: First of product operations to find out the product positioning and target user.
Product seed stage: At this stage, the main product operations aimed at collecting user behavior data and problems related to feedback, product planning and product optimization analysis with the discussions.
Growing products: products to the outbreak, event planning is an essential part.
Product maturity: stability of the Major is a small version of the iterative update of the product sense. Product operations necessary to do a bridge between user and product planning.
Product recession: this stage, the loss of customers increased, user activity is also a marked decline in revenue contribution decreased rapidly. Company strategy: to reduce technical support, new product launched.
Necessary Skills:
1. There are some Internet experience;
2. Be sure the product operational capability;
3. solid copy capabilities and excellent planning capabilities;
4. Understand the daily way of promotion and growth play.
5. Excellent communication skills, strong ability to learn, have some knowledge of marketing knowledge.
Development path: Product → Product Specialist Operations Director of Operations (Senior Product Operations) → Product Operations Manager (Senior Product Operations) → Product Operations Director (Operations Director)
Operational interoperability, resulting in the type of work covered product operations relatively complex, so it can be vertical development, work to do activities operations, product operations and the like. The ability to have the promotion, has been said above, not repeat them. There is also a very important promotion bonus items, that is, data activity you do, if you can make beautiful data in a product, you change jobs and promotions is a qualitative help.
Fifth, content operations
Content operators, operators take advantage of new media channels (or its own platform: Web, App, etc.), and other text in the form of pictures or video business information will be presented to the user-friendly, and stimulate users to participate, sharing, dissemination of complete operational process . The core problem to be solved is: around the production and consumption of content to build up a virtuous cycle of continuous improvement with all kinds of content-related data such as the amount of content, content views, the number of interactive content, content and other communication number.
We often assume that the operator's eyes is to do around the article content, the difference is not too large and new media operations. In actual fact, the new media network operators often prefer to have a sense, follow the hot, soft paper to mobilize the emotions of the main, more active marketing and soft paper. The contents of operators involved will face wider. Including soft paper just said, more biased in favor of original content and material collected in the output production, but also is not limited to the form of articles, also involving audio, video, and other short video content.
Daily work: the company's products will be differentiated according to the needs of different direction and content of responsibility. Responsible for the content of its own platform (micro-channel public number, App) (text, audio, video) collection, compilation, writing (production). We need to plan some small activities to enhance visibility and user interaction activity content. Timely adjustment and optimization of content through the content data changes direction.
Necessary Skills:
1. relevant experience content operations, have their own unique perspective on the article, audio, short video. 2. Good capacity planning, planning activities related to hot spots.
3. The ability to hot pursuit of hot spots, and rigorous logic.
4 and a certain data analysis, by optimization of content data.
Development Path: Content Operations Specialist → content operations director (premium content operators) → Content Operations Manager (senior content operation) → Content Operations Director (Operations Director)
Here there is a own business, create a path from the media belong.
Sixth, Constituency Operations
Community operators, with the community more and more important, is a small circle of very close contact between people, it is also gradually become a traffic strategic areas of the company to focus on maintenance. As the name suggests, it is to focus on the community, a new pull for the community to maintain users within the community of users within a community-job transformation.
As we increasingly attach importance to the community, the community in many industries and companies to become an integral part of the flow cell, like the beginning of the public numbers, like basic Each company will have its own community. Therefore, the development potential of this job is great, but the opportunities and challenges, many companies are doing community, the difficulty for the user maintenance and conversion have become increasingly demanding challenges of this post is great.
Daily work: mentioned at the beginning most of the operations are inseparable from the pull maintenance → New → converted three links, community operators, too. So basically their daily work around the community, with the three main sectors in the community. First you have to locate a community based on the product, the development of operational goals and plans of the community, the community of users to achieve and maintain a new pull, followed by the need of materials collected material, planning activities, improve the activity of the interactive group of users. Planning activities related to conversion, in the group of users to complete the conversion. Community operators sop loop is formed, binding fission, different industry, etc., to increase the number of users community.
Necessary Skills:
1. Have some experience of community operations management.
2. the implementation of strong, high initiative, clear logic.
3. Good communication and coordination skills.
Development Path: Constituency Operations Specialist Director of Operations → → community → Community Constituency Operations Manager Operations Director (Operations Director)
Because community operating well, is the need to lead the team, the company's good operating numerous communities, the development path is mostly Constituency Operations to management development. The most important thing is to run through the company's own Constituency Operations sop, forming a community operating methodology can be replicated, regardless of optimization to improve and expand the team to achieve the company's interests and exaggerated the number of teams, naturally, you're promoted.
Community features
(1) enthusiasts - a community founded on the premise
(2) structure - Community inventory decisions
(3) output - the value of community decision
(4) Operations - decided to community life
(5) Copy - scale community decision
Seven operating activities
Operating activities: refers to activities of companies for different activities, different nature of operational activities including event planning, implementation of activities, as well as related industries grafting to build the industrial chain. After the event, and activity recovery disk. It is based on the stated objectives, through the planning and implementation of short-term activities, to a certain period of time to quickly improve product indicators of operational means.
Daily work: first needs before the event, set goals kpi, is a complete new product registered users, number of fans new public; or increase the company's sales. Then based on their goal of dismantling the set, theme conception, resource scheduling activities, program of activities, events and other personnel division, to monitor activities on the line after the event, the question arises, adaptable timely treatment. Replay activities after the event, a summary of activities.
Necessary Skills:
1. As a qualified operator activities, need to have a strong team with the ability, through good communication and coordination, and promote the smooth landing in the execution of external resources to ensure coordination activities;
2. The combination of goals and the company's products, independently of the program of activities and copywriting;
3. Data keenly sensitive to the needs of the user data monitoring indicators in the course, to optimize the adjustment at any time;
4. Replay ability to summarize, summarize activities re-set after the event, iterative optimization process of the activity.
Development Path: Active Operations Specialist → operations director (senior operating activities) → → Operations Manager (Operations Director)
Career path is relatively narrow operating activities, the most fundamental reason is the need for specialized activities job operations are some of the divisions are more clear, more mature operations team and the company. So the market demand for this type of work operations is relatively small, and second, slowly running a skills development activities has become all operators need to have jobs, often operating activities was to cover other types of operations, as described above others types of operations, will involve a lot of work activities operations, these reasons and causing operational activities of this type of work, slowly growing market demand for small, gradually turned into a skill as operators are needed. Operational activities, the greater the demand for traditional industries and often advertising agencies, marketing more of their daily activities, they locate the name of this post also known as: event planning.
8 Conclusion and FAQs
1. The underlying logic operations: remain the same, most of the operations, in addition to external operations such as data comparison requires professional ability of the operator with more partial electricity supplier operations industry requires relatively perpendicular operator (not presented article such operations positions), are inseparable from the new pull, maintenance, transformation, these three sectors, are also the work revolves around these three aspects, refinement and progress, but also the bottom of the core logic operations.
2. Operations conversion funnel: AARRR product life cycle model is operational and will involve a fundamental transformation model mentioned, AARRR is Acquisition (acquisition (CPA)), Activation (increase active), Retention (improving retention), Revenue (conversion), Refer (spread), the acronym of five words, corresponding to the user life cycle of five important part.
3. operators need to have the ability to:
1) learning (barbaric growth capacity), a capacity in the first place why this individual that needs to operate as a more comprehensive ability, speed and mode of marketing, product development quickly, if not strong enough ability to learn, it might not keep up with the rhythm of job development, just 14 years we are doing the public number, for 18 years we are doing the same short video.
( "Slow adagio" B & B brand of copy)
2) the ability to copy, see here, you will find many operators need to have expertise, that which one is most important? That should be the ability to copy, and write articles every day, planning programs, even writing work reports, we need the ability to copy, or you write an article, planning case are some saliva, then people do not understand, then your other ability would definitely be negative people.
3) communication skills, communication skills is actually in the workplace, comprehensive ability and quality model in the basic criteria would have for a capacity. Whether it is internal team coordination, cross-sectoral assistance, business cooperation, all you need to have good communication skills. Complex operations work, the work will involve the above-mentioned work.
4) User thinking, in a large part of the company operations are inseparable from mining user needs to do user research, write what kind of article, what kind of activities to attract users, allowing users to participate. So users thinking is very important, you can stand on the user's point of view to look at your product, look at their needs, in order to better promote the work, not blindly self-Hi's to write articles do activities.
5) data analysis capabilities and complex dish thinking, as operating in a great article bonus items, that is, the ability, with some data analysis capabilities, data-driven, in order to know to write activities to do, from the data analysis of what needs to be optimized and improved. Undone plate thinking, it is after the data analysis, or after the event, the concluding event which places did not do the best, you can modify the optimization, the next time how should do. Their own life, but also more complex dish.
4. As a rookie white students and career changers, how quick start?
This question must have been blocked and the white people who want a career change, want to do the most distressed operational problem. The fundamental problem is that: "I do not understand the operation, there is no operating experience, came to nothing vote resume, interview questions asked not answer." Operator to give up.
Remedy, first of all do not understand operations, you see here I believe you have to have a general understanding of operators, know what operators are and what you do. Secondly, there is no operating experience, this is a very troubling thing, companies do not have the experience, the company has not experienced it can not, on an endless loop. So how to make themselves not engaged in operations, but also experienced operational aspects of it? Now operates more courses, you can watch some operators to buy courses, and some of the practical operation and write some original articles, some small planning activities, so they have their own work, as a stepping stone to the interview. If you are new white, you can combine the experience of school, find a job some operators interns, this is your entry-than experienced practitioners of a shortcut. If you want to switch to the students, it can be combined with their previous experience, the experience with previous work experience, as far as possible to rely on the above operations, and to show some of his own works. Work is very important, this is to prove your ability to operate the most important thing.
5. What kind of operation do I choose?
Select the type of complicated operation, and indeed will be forced to look ignorant, but many still have to look at the combined company and job responsibilities, because there may be the same operator position, the company needs to do something different. In fact, no matter what to do, they are interested in love is the most important, such as your hot spots, interested in the article, then you are more suitable for new media operations. A further aspect is to combine its own development path, select the type of comparison Chaoyang operations, there is a clear career planning, 1--3 years if they engage in this one operation to do what job, 3--5 years and what kind of. At least there is a clear goal for yourself and cognitive development path five years. The underlying logic operations are the same, do not get too tangled specific job name. The last point is to see what he can operate faster to use, for their own.