The way of product operation--focus on content construction

Are you able to keep too many ads from interfering with the user experience?

Can you match the right ads according to the product form and content?

Can you plan business projects based on product characteristics and user population?

Do you know enough about your products and users?

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

But the number of operators in the product operation is very large, but the position name is different. Only in my familiar community product operations, there are community operations, community administrators, content audit, activities planning, community editing, network promotion, Community customer service and other positions, belong to the scope of product operation.

The threshold of product operation is usually not high, the work content and seemingly trivial and complex, exhaustive, easy to do difficult to fine. There are several viewpoints: operation is "guest service", "delete the post", "Forum Moderator", "Porter", "Cleaning staff", "Network Operation Dimension" (Totally two jobs good!) " ...... Even many of the operators are not clear enough to make themselves "Tang".

From the job title to the job content, the product operation is not "product manager" sounds so "high-end atmosphere grade", has been lack of clear definition and standards, the direction of development is more uncertain. More than once I heard someone complain: "The operation is so boring, I want to switch to make products!" Work more money less no development, product operation in the end what is the job? What is the value of it? I try to make an answer based on my experience of working in Community product operation for several years.

First of all, what is the product operation? Personal view, product operation is to attract users to use the product and to promote the continuous output of users in line with product positioning and development objectives of the behavior and content, fully tap and play the core value of the product a series of operations. For example, for Community products, a certain number of people in some form of cyberspace continued to generate interaction and content, forming a community, community operation is to attract users to join the community and promote the continuous output of community users in line with the Community positioning and development goals of interaction and content, fully tap and play the community value of a series of operations.

Secondly, what is the specific work of the product operation? In my opinion can be divided into content construction, marketing, activity planning, user maintenance, data analysis, rule maintenance, competition products research, demand extraction 8, but they are different in the product development phase of the proportion is different; for different product types, Different user groups have different focus. such as the launch of new products on the stage, content construction and marketing is the focus, the product into a stable development phase, the user maintenance and rules to maintain the proportion will gradually increase; for BBS, user maintenance is a major work, for resources to download products will pay more attention to content construction and rule maintenance, For students and the CTO group of Community products, operational priorities are also different.

Today we start with the first--the content-building:

1. The standard establishes: the product value, manifests by its bearing content.

What kind of content is appropriate, want to produce, what kind of content is inappropriate, should be excluded, at the beginning of the product line even the product planning stage, it should reach a consensus, and set the corresponding standards, it will be operators in the future work of the important basis, and will be communicated through the product operation to the user, And with the continuous deepening of product operations and increasingly clear.

This is one of the reasons I advocate that operators should join the product team at the product planning stage. Operators only in-depth understanding of the context of the product, fully identify with the value of the product, in order to correctly establish and grasp the standards and in the operation of flexible implementation, otherwise can only be a mechanical "referee."

2. Content initialization: The use of technical or manual means to fill a batch of standard content as the basis for cold start of products.

No content of the product is an empty shell, not conducive to product promotion, users will be overwhelmed. Through the content initialization, attracts the user to visit, quickly sets up the demonstration, facilitates the market promotion, the rendering product atmosphere, the typical example: establishes a forum, needs divides the section to divide the content topic; The forum opens the new edition, needs to fill some layout topic related posts in advance, the resource sharing site opens, A batch of seed resources must also be prepared beforehand. The richer the initialization, the more vivid the presentation, the greater the appeal to the new user, the more it is possible to simply pile up some dry documentation.

3. Content Audit: The content has, the user is many, the rubbish advertisement also follows.

Operators need to regularly check and eliminate spam advertising content, otherwise they will flood the site, seriously affecting the user browsing access, if there is a violation of national laws and regulations, or violate the legitimate interests of other people's content, may also cause the site security problems can not operate normally. Part of the audit can be automated through technical means, but there are still some need for manual maintenance, such as sensitive thesaurus updates, Web site security monitoring and promote the audit system to continuously upgrade to meet the emerging new forms of spam advertising.

4. Content Recommendation: Here refers to the recommendation in the product internal (in the product outside the recommendation of other websites belong to the market promotion category, detailed below), it is very important a routine operation, not only can highlight the product values, but also to encourage the contribution of high-quality content users.

It's not easy to do content recommendation: First of all operators must be on the content standards in place, followed by a pair of content in a large amount of timely detection of high-quality content and active users of the "eye", but also need to have a certain degree of editing ability, the original content can be properly edited to make it more conducive to the spread, But also to the product each recommendation position and the recommendation effect knows well.

This requires operators familiar with the product, a variety of overt recessive information sensitive (enough gossip!), to understand the community culture and current hot spots, can be loved by the user to express, understand product data, know what the recommended position effect is good, what position suitable for development into a recommended position.

It's almost like an editor's request. Unlike traditional editors, however, the work of evaluating editors can be visualized through content browsing and dissemination, and these two metrics are not sufficient to measure the value of the operator's content recommendation. Operation of the content recommendation is to popularize the promotion of product values, to guide users to produce more consistent with the content of product values, to encourage the production of high-quality content users, mining with the growth potential of users, this effect can not be seen overnight, the need to achieve a certain amount of time accumulation can be, Therefore, the relevant assessment of operators also need comprehensive evaluation, can not simply look at a few data, do the operation of the students themselves also need to be able to "endure loneliness" ah.

5. Content Integration: Stable operation of products for a period of time, with a stable growth of the user groups, accumulated a certain number of high-quality content, in order to fully display the quality of high-quality content, better build product reputation, promote the spread of product value, we need to carry out content integration work.

There are two main ways: one is to provide users with independent content integration tools, operators responsible for quality control. For example, CSDN Blog Blog column, users can independently apply for the establishment of their own blog columns, including their own post into a series of the essence of Bowen, by operators to follow certain criteria for the column application for approval, to ensure the quality and effectiveness of the column. The other is by operators to the existing high-quality content according to different fields, different topics for editing, processing into the content of thematic forms, such as weekly blog Essence Weekly, weekly forum hot Review, monthly download resources TOP100, plate essence problem set. This is a very popular form of users, the content of the operators to edit the ability to request a higher, but also in the active user community to invite users to participate in editing work, but the final quality control or operators to be responsible for.

6. The development of commercial value: To do products, with the popularity of advertising, who will not? also need to develop God horse business value Wow?

Are you able to keep too many ads from interfering with the user experience?

Can you match the right ads according to the product form and content?

Can you plan business projects based on product characteristics and user population?

Do you know enough about your products and users?

Internet products simply sell and sell ads can make pots full of time has passed, customers buy is actually products to provide services, customers are looking to use the product of the user group can bring the purchasing power and Word-of-mouth. and operators just for the products can provide services and user groups are the most understanding of the content of the product itself has potential business value, such as the resources paid to download, online pay consultation, the essence of publishing, and so on, the implementation of various business projects is also in a variety of product content to reflect the form. Spicy, in the product business value development, how to give full play to the value of operation? This problem, but not only those who are interested in product operation should think AH.