Breaking operations: talking about website operation

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

In the know has answered "how to understand the website operation" This question, more favored, and received a lot of users letters me, most said although understand the operation of this bird thing, but still a little ignorant, I hope that I extended. Plus after this period of time in 2.0 products of the company to work, I do have a more understanding of the concept of operation, so here to do the spit, two talk about website operation. (For more information to focus on the author micro-letter/microblogging: website Operation 108 will)

Development and evolution of operations

Early portal operation is rough and bold, editorial reporters as the operating lead. As long as there is flow, there will be advertising effect. So most of the portal station opened fire, all kinds of channels. At that time, the operation is Su-style operation: Bold and unconstrained Type, "Jiangdong, the flow of waves, waves clap sweat, roll up thousands of snow." Development to the present, product homogeneity of the era, 2.0 times, and so rash operation down, will be "laughing, masts oars ashes." It's not a budget overrun, it's a human load. I have experienced one such thing:

CEO meeting said, this quarter I again to the marketing department 500W promotion funds, if no more achievements, on the Wenzhan. I was so scared. Because the marketing department had put a lot of advertising, I did the monitoring. From the data, the business is basically no effect. The effect is also the goal cost is too high: bring a consultation to dozens of yuan money. Therefore, this 500W, is doomed to 0 completion of mud. So, I recommend to the CEO, in fact, do not 500W, 10W can still make 500w effect. As a result, the CEO really gave 10W. To this end, I offended the market, but saved the loss. One market is too unreliable, even the Internet café traffic can be dared to buy, and indeed purely by advertising is the business of burning money. Therefore, the operation of the promotion method is only reliable. Especially entrepreneurial companies. Typos, in my understanding, do flow, do users, must be accurate. If the budget is too high, the staff will not think about the problem, because how to spend, the money is a surplus, and if only give you a little budget, or simply like Lei give Li Vanchang 0 budget, Li Vanchang will think. As a result, Lao Li "in the King of the world, won the life behind the name."

Therefore, the operation has evolved to the present, or marketing has evolved to the present, mostly to the graceful operation of the era, or the operation of the promotion era. My end not regret, for Iraq to eliminate people haggard. For the user, we racked our brains to serve each user well. Flow operation became "like this star not last night, for who the Wind dew stand in the evening"-waiting for accurate flow door-to-door, content operation became "open Hongmeng, who for lover?" and user operation became "out, love is what, direct teaching life and death"-regardless of how the user is tricky, to maintain good, otherwise Kong, especially in the micro-Bo era, information also began to snowball.

In fact, only one sentence: operation is to do Word-of-mouth.

Before the television, newspaper, the portal era, the enterprise said what is what. Search engine era, the beginning of precision marketing, and now, precision marketing is not reliable, marketing began from the push to pull-style transformation. Enterprises to advertise, not to find media or platform, but directly to find the target audience, the enterprise product highlights through the user's mouth to say out. And in the interactive product information (generally for the praise Class) to share in the circle of friends. The marketing becomes more and more refined, the data. The Big V on Weibo is the business.

On the concept of website operation

In the article "Operation Manager is a god horse position", has given the website operation of a definition: through effective Operation strategy and tactics, a battalion of popular sentiment, two profit, finally realize the website commercial value! This is a definition of business objectives, operation is the means, revenue is the goal, the first to say the goal.

Revenue

No unprovoked website. Stations have a purpose, or profit, or capture sales leads, or show the strength of the enterprise. Now the building station becomes more and more easy, one hundred or two hundred yuan will be able to build a very reliable site (there are still many traditional enterprises in the search for the establishment of the station service, at every turn tens of thousands of yuan of input, it is money burning, this is a digression). The goal of building a station from the root said are to improve sales or reduce costs, are related to money, whether you build enterprise information display station, or electric business station, 2.0 station or platform site, and even you in micro-bo, micro-letter opened the number, the purpose is money. Just a website (or product) is a part of the transformation. Therefore, according to business characteristics, the different business models, the direct goal of the station will be different. I basically divide the goal of the website into four categories:

In these four websites can achieve the direct goal, traffic is the foundation, no matter you do user or make profit, all need traffic. This is also the portal to earn brand marketing budget (or straightforward point to earn money in the market department) is the main model, Taobao, cat platform is the body of this: the control of the flow will be controlled by the market. However, from marketing demand, especially in the economic downturn in the years, by exposure, the impression of the brand marketing budget will be reduced, the effect of marketing needs will be increasingly strong. Therefore, marketing sales of the vision for one change, began to do precision marketing. So, the search engine has the business, 2.0 website has the pattern. Search Engine Precision Marketing I later say how inferior to 2.0 sites. 2.0 website does the value of the user is not in traffic, and in the registered users, through the user data mining and screening, can meet the target enterprise precision delivery needs, so once the marketing department began to calculate the channel input-output account, will invest money in precision Marketing: Based on the demographic characteristics of users, hobbies, Behavioral trajectory to promote the product. So, 2.0 of the site as long as the user to operate active on it. Search for clues to the site, enterprise information Display station is a class: the Web site to fulfill the role of the paper brochure. The corporate station captures the advisory trail of goods or services. In addition, rely on the alliance to survive the interactive community is also such a clue to capture the site: Through the introduction of content into the flow, and then the flow according to the effect of the distribution mode (CPS) wholesale to the electric business site, such as watercress reading for the electric business station drainage, do Taobao guest Beauty said, are also through the content or theme of the community to attract users of natural tips to the electric dealer station orders, they also do clues. Finally, the profit point does not need to say, do the electric business, open Taobao shop, Cat Shop, the most of the self-electric business station in order to make goods spreads.

Operation

Operation is a means of different operating methods depending on the stage of the product's life cycle.

For example, in the product formation period, we have a concept, but do not dare to determine whether the concept is correct, also dare not invest. So we solve this problem by constantly trying to make mistakes with low-cost products: Test concepts meet the needs of users.

Groupon is cheap, but in its infancy, it's "bleak": Using wordpress free program to get a blog, name Groupon, and then send a daily sales message, sell T-shirts today, sell shoes tomorrow, and then use the free software to make coupons and issue coupons in the form of e-mail. It is in such a variety of free patchwork products, Groupon directly to the success. This is the classic case of lean Entrepreneurship: minimizing viable products-constantly trying new ideas for trial and error-discovering tipping points-and starting to invest time in human and financial resources.

Millet is also a successful operation of the typical case, in the millet products into the long-term: Lei responsible for product marketing Li Vanchang said: I give you 0 market budget, you give me 1 million users. Small Lai depressed, 0 market budget, how to do ah. So he thought of "operational promotion": Build Word-of-mouth. In the early days of MIUI, young Li cast nets, in the forum constantly looking for users, and finally pull 1000 users, and then select 100 as super users, participate in MIUI design, research and development, feedback and so on. Eventually, these 100 super users generated prairie. Direct to 17 million users.

So, the operation is a circular axis, constant trial and error-constantly read the effect of the promotion, product quality, user operations feedback data-continuous improvement based on feedback-eventually improve the product, to the successful march. Here is a point to note: In the process of trial and error, whatever is wrong is our fault. Don't offend any one user. In the feedback link, or according to the feedback correction function, debugging errors, or according to the feedback constantly adjust the operation strategy, promotion methods and so on. Therefore, we should pay attention to the feedback link. This is also the reason why the Internet products will continue to upgrade, 2.0 version, 3.0 version ... .

What is the relationship between product and operation?

This topic, cliché.

From the job responsibility, the website operation and product is actually a perfect relationship, according to the truth is a pair of days, to set a pair. But truth is often unreliable in real life.

Sense

We all need to consider the product strategy and operation means from the user's point of view, all the product and the operation behavior that the head comes up with is shameful, even is very shameful.

1, the product manager to consider the user when the user is considered silly, the operator on the contrary, the user should be more astute. This is the biggest difference between the product and the operation. The product is the service, the operation is still the service. Both require a user experience.

2, Product manager found a market demand, or from competitors found new intelligence, so, product manager began to plan products and then produced, this product may only meet the basic needs of users, the next operation to play, the product iteration task. In the process of running this product, the operator discovers the product's perfect place based on the user's behavior, or the new requirement of the user. This behavior is the user directly feedback, on the other hand, from user behavior Data mining analysis. In this process, the operator constantly feedback user needs to product managers, product managers based on user needs, to carve products, rapid iteration. This is the relationship between product and operation.

It reminds me of the teaching method of the teacher during the exam. For example, the purpose of the mock test, is constantly in the examination constantly found that children's shoes in which knowledge is weak, and then based on the weak point of the consolidation of purpose, and then the model test, and then through the examination to find weaknesses, and then perfect ... Until all the leaking knowledge points are consolidated, then high scores of college entrance examination will be determined.

Actual

Products and operations are always contradictory, that is, the product of the fault also has the operation of the fault, I used to say "punch Product Manager" is the point of view of the operation of the one-sided idea, biased. The actual work, product and operation of the contradictions are due to user needs, products that my products do not need to operate, the product itself will speak, it is true, good products themselves can speak. However, there are many products circulating in the market, most of the products have entered the museum, the coffin concluded, not the product is not good, but the operation is ineffective. This is one. Second, products in the design of product features, often only pay attention to the user experience, and ignore the operator's experience. That is to say, operations also require product planning tools to make operations more efficient. Third, it is related to people, the arrogant product managers encounter the arrogant operators, the result is increasingly "negative", the war continues.

What is the most important enemy to operate?

To operate, our biggest enemy has two: one is ourselves, the other is time.

Myself

In my 5 years in operation, I found that many operators too much value the company's commute system, as well as their own interests, in fact, as the new people, we should thank the company and even products to provide us with the opportunity to experience, in any case, we do not blame, lament endless work, Sigh with regret overtime is to the person's destruction. Do the operation is indeed exhaustive, a variety of repetitive work, but in the continuous process of repetition, we actually have accumulated countless experience in the subconscious, the equivalent of the work to achieve a leap, we will find that we inadvertently have become a cocoon of butterfly. Therefore, grumble can be sent, but in the specific work to be generous to pay, learned is always their own.

Time

In the course of the operation, we will continue to appear trial and error ideas or encounter tight life, which requires technology or product coordination, and technology or products do not understand the concept of trial and error is always slow, resulting in our frequent delays in aircraft, missed cognitive opportunities. This actually considers the communication ability of the operator. I have experienced this very deeply in my recent work: one of our cooperation agencies has a 20-year shop, 20 yuan in the entire field of products, we as the agency channel, will certainly not give up this opportunity for the benefit of users, but we know the news when the organization's activity page has begun, activities only three days, We arrived at the weekend again, give us to do promotion of the partner weekend will rest, how to do? We have only 3 hours left. As a result, we quickly on this topic, the product 10 minutes to finish the page, Technology 1 hours will page online, the remaining 2 hours, we brainstorm, think about marketing channels and sales language, and then quickly design materials and will be issued to channel promotion staff. Over the next three days, our sales reached a record high. From this can be seen, in fact, technology, products are also enterprising, mainly to see how you communicate.

What is the most frightening thing about operations?

As an operator, the most fear is that there is no goal, this thing I found more and more important, no goal we can not start. "Journey to the West", the Tang Seng team's goal is very clear, I was to the west to retrieve the scriptures. This is commendable in the product operations team. In our product development process, the CEO, investors, the head of the project and the head of the operations team often in the product will go to the question of where to reach the consensus, so that the direction of wavering right sway, operators also do not know where to force. Different objectives, the means of operation must be different. So, only the goal is clear, we can play our talent to operate the user or traffic. The product I'm working on now has 3 months to go for two goals, and now it's a goal to be determined. My present state of mind is: please give me a goal, even if this goal is impossible, always than I now do not know where to make strong. If the goal is too high to take in fact there is no problem, as long as we will operate to achieve the ultimate, even if not to achieve the goal, in fact, we also have a clear conscience.