Product operation should focus on content construction

Can you do as little advertising as possible interfere with the user experience?

Can you find the right advertisement based on the product's form and content?

You can do according to product features and user population to plan business projects?

How do you know about your products and users?

The topic of Internet product managers has always been hot, product operation is much more deserted.

However, the number of product operation practitioners can be quite a lot, but the job title is different. As far as I am familiar with the operation of community products, there are community operations, community managers, content review, event planning, community editing, web promotion, community service and other positions, all belong to the category of product operations.

Entry barriers to product operation is usually not high, the content of the work may seem trivial and complicated, exhaustive, easy to do difficult to master. There are several views: the operation is "customer service", "delete post", "forum moderator", "porter", "cleaner", "network operation and maintenance (totally two types of jobs good!) "... Even many people engaged in operations can not speak for themselves. They can only laugh at themselves" to miscellaneous children. "

From the job title to the job content, there is no such thing as "product manager" operating in a "high-end atmosphere" on product operations. There has been a lack of a clear and definite definition and a more uncertain direction. More than once I heard someone complain: "The business is not good, I want to divert to do the product!" Work more money and less development, product operation in the end is what kind of work? Where is its value? According to my community in the past few years Product operation experience, try to answer.

First of all, what is product operation? Personal point of view, product operation is to attract users to use the product and to encourage users to continue to produce consistent with product positioning and development goals and content, to fully tap and play a core value of a series of products. For example, for a community product, a certain number of people continuously interact and content in some form of cyberspace to form a community, and the community operation is to attract users to join the community and encourage community users to continuously produce products in line with community positioning and development goals The interaction and content, fully tap and play a series of community value of the operation.

Second, what are the specifics of product operation? In my opinion, it can be divided into content construction, marketing, event planning, user maintenance, data analysis, rule maintenance, competing product research and demand refining. However, The proportion of the development stage is different; for different product types, different user groups focus on different. Such as the promotion stage of new products on the line, content construction and marketing are the key points, the product has entered a stable stage of development, the proportion of user maintenance and rule maintenance will gradually increase. For BBS, user maintenance is a major task for resource downloading products To focus more on content building and rules maintenance, community-focused and community-oriented community products have different operational priorities.

Today first from the first - content construction to talk about:

1. Standards established: the value of the product, reflected by its content.

What kind of content is appropriate, hope generated, what kind of content is inappropriate, should be excluded, at the beginning of the product or product planning stage, it should reach a consensus and develop the appropriate standards, it will be the operator Future work to carry out an important basis, and will convey to the user through the product operation, and with the deepening of product operation and increasingly clear and perfect.

This is one of the reasons why I advocate that operators should join the product team during the product planning stage. Only when operators understand the ins and outs of the product and fully recognize the value embodied in the product, can operators correctly establish and grasp the standards and flexibly Implementation, otherwise only a mechanical "referee".

2. Content Initialization: The use of technical or manual means to fill a number of standards-based content as the basis for cold start products.

No content of the product is an empty shell children, is not conducive to product promotion, users will be overwhelmed. Typical examples: create a forum, need to be divided into sections to subdivide the content theme; forum to open a new version, you need to fill in a number of layout related topics in advance ; Resource sharing site opened, but also must be prepared in advance a number of seed resources. The richer the content of the initialization, the more vivid the form, the more attractive to the new users, not simply pile up some dry documentation can be.

3. Content Review: content, users, junk ads will follow.

Operators need to regularly check and reject spam content, otherwise they will be flooded Web site, seriously affecting the user browsing access; if the violation of national laws and regulations, or infringe upon the legitimate rights and interests of others, may also lead to site security problems can not operate normally. Some of the audits can be automated technically, but there are still some new forms of manual spam that require manual maintenance such as sensitive glossary updates, web site security monitoring, and escalating auditing systems in response to emerging spam.

4. Content recommendation: This refers specifically to the recommendations made within the product (recommended on other websites outside the product category are marketing, detailed below), it is a very important regular operations, both to highlight the product values, But also to encourage the contribution of quality content users.

Good content recommendation is not simple: first of all operators must grasp the standard of the content in place, and secondly to have a pair of mass content in a timely manner to find quality content and active users of the "eye", but also need to have some editing capabilities, you can The original content of the appropriate editing and processing to make it more conducive to dissemination, but also to recommend each product location and recommended results well known.

This requires that operators familiar with the product, sensitive to a variety of explicit recessive information (enough gossip!), To understand the community culture and the current hot spots, to be expressed in the way the user likes to hear about product data, to know what the recommended bit effect , What position suitable for development into a recommended position.

It's almost as simple as editing. But unlike traditional editors, evaluating editors' work can intuitively pass content views and spreads, which are not enough for content recommendation by operators To measure its value. The purpose of operating content recommendation is to promote the promotion of product values ​​and guide users to produce more content in line with the product values ​​to encourage users to generate high quality content, tap potential growth users, this effect can not be seen overnight, you need to reach The accumulation of a certain period of time before, so the relevant assessment of operators also need a comprehensive assessment, can not simply look at a few data, do the operation of the students themselves also need to be able to "loneliness" ah.

5. Content integration: stable operation of the product For a period of time, with a stable growth of user groups, a certain amount of high-quality content has been accumulated, in order to focus on the full display of good content, better product reputation and promote the spread of product value, we need to carry out the content Integration work.

There are mainly two ways: one is to provide users with the tools for the integration of independent content, and operators are responsible for checking the quality. Such as CSDN blog blog column, users can independently apply for the establishment of their own blog column, included his blog series into the essence of Bowen, operators follow certain criteria to apply for approval of the column to ensure the quality and effectiveness of the column. The other is the operator of the existing high-quality content will be based on different areas, different topics for editing and processing, processed into content thematic forms, such as weekly blog weekly, Weekly forum hot review, monthly downloads of resources top100, section essence Problem set and so on. This is a form that is very popular with users and requires a higher content editing capability for operators. Users can also be invited to participate in editorial work in an active user community, but the ultimate quality control or operator responsibility.

6. The development of commercial value: to do the product, with popular selling ads, who will not? Also need to develop Shenma commercial value wow?

Can you prevent too many ads from interfering with the user experience?

Can you match the right ad based on the product's form and content?

You can do business projects based on product features and user population planning?

Do you know enough about your products and users?

Internet products simply sell advertising will be able to earn pours pudding period has passed, the customer is actually buying products to provide services, customers fancy the use of the product user groups can bring the purchasing power and reputation. The operator is precisely the product can provide the services and user groups is the best understanding of the content carried by the product itself has a potential business value, such as resource paid downloads, online payment consulting, the essence of content publishing, etc., a variety of business projects Ultimately also in the form of a variety of product content to reflect. Spicy what, in the product commercial value development, how to give full play to the value of the operation? This problem, not only interested in product operation students should think ah.