To avenge a website operator: What exactly does the operator do?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Big mouth, spit mouth complaining. Recently, because the site operation 108 will be a new rise, many of the operation of friends said to transition product manager, deeply stimulated. It is no wonder that over the years, the Community operators obsequious desperately work, but always not under the leadership of higher pay attention. You look at other people's product managers, jobs rising, wages also firecrackers up, this is the industry's strange phenomenon of 1. Strange Elephant 2 is nowhere to argue: Product Managers KPI is controlled by the team's internal human factors, such as product function point completion, bug modification, more assessment in the time point. But operators of the KPI by the user environment control, uncontrollable factors too much, because to take effect to speak, the effect is good or bad in the user mood. This is why operators powerful the cause of the user: who is not worried about the money, buckle the performance, go home to rub the clothes board, have no rice to eat, you when I silly.

So this article is for community operators to spit out the grievances. It happened to be snowing this morning!

Community operators work rather cumbersome, after all, the Internet is a virtual, digital things. It is quite difficult to operate in a full swing. Operators like Qigong father: "Gas back like the tide, the flow of alcohol and alcohol," the atmosphere is good, the community can be surging! Community operation Work Weirui complicated, but pruning cut leaves, flowers blowing willow, in fact, also rule-based, laws! The summary is as follows:

Community operators work on two major events: content operation, user operation.

Two flowers bloom,

First Table Community Content operations

Target group to determine, the community theme content has been finalized, after the product development, operators on the Ching gongs and drums. Community Content operations and beginners calligraphy, the first to learn to skim the point, and then practice the word structure, the final group of composition. So, I first apply the process rules of Community content operations as follows:

Content self-operation-content self-generation-quality resource mining-building community temperament-establishing Community brand

Truthfully：

Content from Operation: Before and after the operation means, belong to the Community product decoration stage. On the line before, the product is an empty shell, we can not put an empty shell products online promotion, "August Autumn high wind howling, roll my house on the triple-Mao," too shabby, take not shot, but also a waste of promotional resources. So the Community editors need to fill in some content. Community editors fill the contents of various means, recruiting part-time, the Army irrigation, from irrigation, or in the test stage to invite a group of people, or "shameless" collection .... The initial content has, the Community editor wants some post posts to recommend to each navigation page. Community editors in the irrigation phase, community administrators should form the Community rules and regulations: integration strategy, ranking strategy, user Group Policy, Management Group Policy, community help document, etc. On the line, the Community promotion staff began to dance: a variety of promotional methods and use, spending, spending energy, in short, make the community "world scholars" familiar as the first meaning. At this time the Community editor also did not gasp, had to grind write soft wen. In short, this stage, is all about the point of the hook. Some people see here to sneer at: a little trifle, Hezuguachi!

Content from Generation: This phase is the most tragic stage, many communities stop here or drunk on the battlefield. This is also the stage to witness the skill of the operators. Community extension staff will be introduced, community editors and community administrators to use all the means to retain users, so that users look back, this is one! Second, users repeatedly to attack, but only browsing posts and no top post posts and other actions in fact meaningless. So, among community workers, community editors to integrate a variety of high-quality posts from the Editor: write a variety of controversial articles, to do the project, to do the document, etc. community activities planners should be ingenious, planted willow shady, come up with good ideas, do the online or offline activities, such as moderator activities, call for activities, entertainment activities, etc. Community administrators should fully study the user behavior, real-time optimization of the Community system, and strive to allow users to leave scraps, such as clocking in, do community tasks and so on.

Tap the quality of resources: this phase of the precondition is UGC operation has been very successful. Quality resources are divided into two parts: quality content and quality users. First of all, quality content: The theme of discussion value and community temperament is quality content. Second, the subject of practical value for the secondary quality content, such as a variety of dry goods, documents and so on. Finally, the quality of the content to remember too long, after all, the user is not to see stickers, but scan posts. At this time the community editors to do the work: to find high-quality content stickers, and good use, using the top, recommended to the home page or channel pages, add essence, red and other methods, will be posted to the nearest user places. This stage, the quality of content must have a quantity of requirements. How to obtain high-quality content in large quantities, is a compulsory course for community activities planners. Community administrators at this stage also need to optimize the integration System, task system and other community systems. Moreover, the quality of users, also known as community core users. The community is divided into two categories, one based on theme and the other based on relationship. Quality user discovery is focused on the theme based community. There are also two criteria for quality user behavior: Good writing and good driving atmosphere. Original based on the community site, the significance of its importance, not only to present SEO, a large number of original content resources to increase the user's stickiness is a high cover Lord. So the writer is very important. Community editors have to build a deep relationship with these writers. People who are good at driving the atmosphere tend to think actively, not only like posting on the top of the line, but also the active promotion of community activities under the line. An atmosphere-free community is not called a community, called a portal. So the people who are good at driving the atmosphere are the best candidates for the major forum moderators.

Build community Temperament: high-quality content and quality users have, this time operators must first determine the Community macro content of the theme of the key to determine: is to do high-end content or low-end content, is to do the content of comments or to do knowledge sharing content, is the main original post or main integration stickers and so on. Determined the content of the tone, in fact, the community has the direction of content construction, then the community editors can use a variety of methods to integrate high-quality packaging content, such as thematic planning, content inventory and so on! This time, the community temperament has been highlighted. But also need to deepen the community temperament: the user value Appeal! It is the first feeling that gives the user. For example, the quality of the topic based on the community, watercress, with a literary book review section, shrimp, high-quality music to share the discovery. Community temperament is mainly embodied in three aspects: text content, visual decoration and marketing materials. Station text content is to need Community editor to guide, visual decoration can be completed by the community, marketing and promotional materials need to increase creativity, appropriate brainstorming, in the copywriting and display skills up and down.

Establish Community Brand: Community Operation Interlocking, finally to the Community brand determination stage, in fact, if all the preceding matters are completed, to the Community brand determination has become a reality. At this time, your community may already be among the top of similar products, many entrepreneurs or platform-type products have begun to focus on you. What needs to be done at this time is to set competitive barriers. Brand is one of the most difficult barriers to competition. So this stage needs to increase the strength of brand marketing, so that the barriers more robust, so that the opponent can be found seamlessly. To establish a community brand there is still a job to do is the promotion of product function, constantly based on user needs to add new function points, improve the existing functions. Add mobile apps, desktop apps, etc. such as the whip Niu Doctor's composition tool, mobile phone generation, and so on, and constantly extend the product line, and eventually to the community commercialization of the road.

Re-table User operations

In fact, in the content operation phase, user operations have been blended. So here is a brief statement: Behavioral changes based on user's psychological changes. Along with the psychological changes, people who visit the community usually follow the following behaviors:

Take a look-registration-top-post-Create

These four behavioral changes are the process of decreasing conversion rate, how to optimize the conversion rate of each stage, how to improve the user registration, and how to keep the user activity is the homework that the operators must do.

Users are brought into the community by advertising or word of mouth, usually in the community first, in the process of browsing, there will be some changes in psychology, such as: This community is good, the content is very suitable for me; Oh, the original Zhang also posted here; Gee, this post is very good for my temper; Alas, no original content, leave ... This stage left a part of the people, walked some people. Some of the remaining people registered with the community. In this part, in fact, the psychological expectations of all sorts of strange, some may be found that your community atmosphere is good, there is advertising value, so send a promotional soft wen; some people found that the community of the article is very valuable, caused by the resonance, must discuss, so register, into the top sticking stage. In the top stage, registered members often have a fatigue period, if the members of the comments have no rebound response, in fact, will reduce the enthusiasm of members, so operators should be set up a Community communication ambassador's job, camouflage a vest to and members online interaction. You top stickers, I top you, and finally all live well! After a period of time, often the top of the people can not restrain the time angle, to be the protagonist, people are so thinking enterprising. So the direct original post, let someone else top my stickers, so, a quality user has been received under the command!

Therefore, community users to operate in the process of constantly try to figure out the user's mind, in order to meet the needs of users on the basis of appropriate guide users to the community temperament closer.

Summary: Operations staff, at present, in all and the various departments linked to the site, the site operation of the most difficult, most hardworking, and the most criticized by the leadership, because the effect of good or bad is by the operating department to bear. No wonder the website Operation 108 will be part of the transformation of the product manager. In the near future, perhaps the operation department will erect spine, not "powerful matter dignitaries".