A typical day in the life of an operations person at a startup

Related learning recommendations: Website production video tutorial

##Different products, different product stages, different operation teams Different configurations and differences in operational positions will lead to different daily work; here is what the common daily work is. The author, Octopus, is afraid of the dark, has a personal WeChat account (zyulaoshi), and is a serial entrepreneur.

1. Information accumulation

No matter what kind of operation you do, you must accumulate enough information. In the era of mobile Internet, the so-called fragmented time is no longer fragmented nowadays. The time we spend playing Moments and games is often more than half an hour. We post a post in Moments and wait for likes or comments. Orwell's concern in Amusing Ourselves to Death was that someone would take away our right to information. Huxley's worry was that someone would give us too much information and we would just accept it and not be able to extricate ourselves. These worries are gradually becoming the norm for operational personnel. How to efficiently accumulate valuable information is the key to operational growth.

A. Information acquisition

The Internet industry alone will generate a large amount of information every day. If you read it through, the time is basically not enough, and operators basically only need to establish an impression of this information, because more detailed details may help us improve our memory through searching. Most of the information can be obtained after reading the title. If you encounter valuable content worth reading, in order to ensure the efficiency of obtaining information, you can push the valuable content to Pocket to read later.

B. Topic organization

Select a topic of the day to sort out every day, sort out all the content under the search topic, and conduct in-depth analysis. For example, if you are interested in content operations, collect content operations and search on Baidu, WeChat official account search, Zhihu search for all the content below, and then follow Organize and transform your own logic into your own content.

C. Arrangement of related books

It is best to make a reading plan based on your own needs. For example, if you are recently interested in the content of design psychology, search for related keywords such as "design psychology" in Douban Reading, collect books with high ratings and good reviews, and Make a reading plan, quantity is better than quality, constantly filter out valuable content, and read the book thinly.

D. Exposure to new things

Get in touch with more people, things, and things, expand your horizons, and improve your tolerance.

Recommended software: Pocket, for example, when you use Huxiu, 36Kr, Zhihu Daily, Toutiao, Moments and other clients to read consultations, if you encounter something valuable, you need to read it in depth content, save it to Pocket with one click. The value of Pocket lies in reading it later, to avoid going deep into a certain valuable belief and disrupting the reading rhythm or work rhythm. Can be saved or read on different devices.

In addition, this software is actually very helpful for time management.

2. Goal sorting

Calculate various data collection goals and conduct appropriate analysis. for example

1. Content operation: Look at the UV, PV or web page value (that is, the contribution value of yesterday’s online content to the final goal (goals include registration, ordering, PV exceeding 10, etc.))
   
3. User operations: Look at the new user registration conversion rate, number of new users, number of active users, number of lost users, user orders, and other indicators
   
5. Promotion and operation: Look at the traffic coming from each channel and the quality of the traffic (such as residence time, visit area, etc.)

Recommended tools:

Excel:Based on these data, compare the gap with existing goals and plans; make new adjustments and organize new ideas; set goals for tomorrow and today, and then formulate new plans;

Use mind maps to organize new ideas and do divergent thinking

Tools for organizing ideas:Mind maps, I often use MindMaple;

If you are already a manager, or if the coordination role already accounts for a large part of your work, it is recommended to use: Omnifocus: The value of Omnifocus lies in linking projects with people, enabling work prediction and formulation Set time points, and at the same time indicate priorities, clarify each project leader and completion time point or time points at different stages; it is more valuable for team management or work coordination;

Priority sorting :

Distinguish between important/unimportant & urgent & not urgent, this can be recorded in Evernote, or you can record it in Omnifocus above

In fact, for most operations, the core of progress lies in this half hour. There are many problems that need to be solved:

How was the data performance yesterday? If there is no data feedback, are there any qualitative indicators? If there is no notice on how to look at the data, learn from GA, Baidu Statistics, CNZZ. There is also a rough introduction on what indicators should be looked at for different positions. If you cannot make a qualitative judgment for the time being, use a certain logic to judge. The key to operational work is "Everything depends on data. If there is no data, look at logic. If there is no logic, look at experience." After using a certain logic to describe it, then write down the problem and ask the leader for advice! When the existing core data is clear, think about whether the existing data indicators are reasonable, what are the associated data indicators, and how to improve them

If the existing goals are different from the plan, think about the logic of the planned plan and compare it with the actual operation situation, and use the experience to formulate the next plan; the next step is to find new solutions.

Let’s analyze everything from the source:

1. For example, when doing content operations, the target is usually PV/UV. What is the changing trend of the two? UV remains unchanged or increases, but PV decreases again. Check the exit rate and bounce rate of each major page to confirm whether there are any problems with the content quality. ; Check the content of each push door and the click distribution of recommended content to see if the recommendation mechanism needs to be improved; etc., keep looking for the reason; if the UV decreases and the PV changes, it usually means that the quality of the content is declining. If The UV decreases and the PV increases. It may be that the attractiveness of the content increases, but the user group faced by the content becomes narrower;
   
3. For example, in user operations, how do the number of new recruits and the cost of new recruits change? In addition, other data such as churn rate and activity need to look at the trend; the number of new recruits increases or decreases, and the cost increases or decreases, again the four Different situations need to be analyzed one by one, whether the traffic quality has decreased, the cost of acquiring traffic has increased, or the registration conversion rate has decreased. In routine work, these analyzes only need to correspond to the corresponding actions, such as placement, activities, and marketing. , product changes, etc.;
   
5. For example, in promotion operations, what is the traffic trend of each channel? What is the current situation of the channels that were the main sources of traffic before? Is there a problem with one channel or multiple channels? What are the recent major changes in these channels and abnormalities? What are the actions? Secondly, the changes in traffic quality, how the bounce rate, residence time and other items changed at that time, and how the lagging statistical retention rate changed, all of which need to be analyzed;
   

Whether these data change for better or worse, as long as they are unexpected, we must find out the reasons;

The next step is to think of ways. This method needs to directly solve this goal. For example, if the PV of the content is reduced, the recommendation mechanism and high-quality content screening mechanism will be changed; the number of new recruits will be reduced, the cost of new recruits will be reduced, and the traffic demand will be increased; the registration conversion rate will be reduced. , buried point monitoring; there are thousands of possibilities, the more problems you encounter, the more likely you are to accumulate experience;

Summary:

1. The data is changing, and you need to focus on the change of a specific value;
   
3. For the focused issues, propose ideas and list potential problems - propose solutions - if the problem is unclear, bury the data and recycle the data to clarify the problem;
   
5. Most of the time, you only need to track and analyze recent special actions instead of doing it once a day to improve efficiency;
   
7. Communicate frequently with leaders, or ask other friends for advice
   

Continuously break down the goals and formulate new plans; break down the goals for the whole month into what specific things are today, how the new plans need to be adjusted, and constantly change

The existing indicators have been improving. Can you come up with some new data indicators to put higher requirements on yourself?

Adjustments to today’s work

3. Morning meeting

Communication in morning meeting OR Others

Usually used to synchronize product progress, operational data performance, understand the status of the entire team, improve morale and arrange next work arrangements, etc.;

4. Specific work

The specific work is basically determined according to the plan, such as

Content operation (product online education)

Early product stage:

1.             Planning content theme
   
3. Recruit people to produce courses
   
5. Communicate with potential content producers
   
7. Produce content yourself
   
9. # Content modification
   
11. Content packaging
    
13. Promotion of content
    

Mid-term product:

1. Testing of various content production incentive systems
   
3. Build a product mechanism or incentive system to encourage users to produce content independently
   
5. Content cooperation
   

Middle and late stage:

1. Recommendation and review or manual editing
   
3. Profitable writing soft articles
   
5. High-quality content mining
   

Among them, operations at different stages do different things:

Junior Operation

1. Accumulation of content materials
   
3. Summary of product suggestions during content production
   
5. Design of cover and other materials (if there is a dedicated graphic designer, this is not required)
   
7. Data summary
   
9. Topic selection and topic formulation
   
11. Content-related activity development
    
13. Competing product content summary
    
15. Content promotion resource scheduling
    
17. Improve execution details based on data
    
19. # ……
    

##Intermediate and senior operations

1. Recommended standards for production content
   
3. Review process and other planning
   
5. Develop content-related goals based on company requirements
   
7. Decompose according to goals, including personnel analysis
   
9. Content production mechanism in the early stages of the total period
   
11. Build a product mechanism or incentive system to encourage users to produce content independently
    
13. Exploration of content profit mechanism
    
15. Content trend analysis
    
17. ……
    

The content operations of different products vary depending on the product;

Speaking of which, let me mention, what is content?

What is content? Anything in a product that can be consumed by users and extend their stay is called content. The content that users stay on and consume in different products varies greatly, so the presentation of content on different types of websites is completely different.

For example, for news blogs and video websites, the content is a consumable medium organized by text, pictures, and videos

For e-commerce websites like Taobao and JD.com, the content is the display page of each product

In app stores such as Appstore, the content is the products in the app store.

In tool products, data available for consumption is also content.

The form of the content changes according to changes in the product. For example, for a weather mobile product, the content is weather, temperature, PM2.5, ultraviolet and other data,The role of content operation is to collect weather data in various regions and time periods, and the corresponding data can be obtained through the interface provided by the National Meteorological Administration. The problem of content operation can be solved from a technical level, so there is no dedicated content operation post.

Light content

Weather and other product data → game props → like / like → follow / comment → selfie → short video

Content

Encyclopedia→Q&A→Product Page→Article→Resume→Design Works/PSD Source File

Heavy Content

Online novel → Open class → Video → Self-made drama → Micro movie → Movie

How to operate the content of the above products? Operate based on the generation mechanism, consumption scenarios, presentation forms, and communication methods of the content. Divided in order, user operations and promotion operations will only be more complicated than this! ! !

Recommended tools:

Mac air: For operations, air is fine. If you are slow every day due to computer card problems 10 minutes, how long is a year? Calculate, this is the most valuable investment

Evernote: If you can use Evernote, try not to use Word. It is normal for the computer to crash in the middle of writing the document. , and cloud collaboration is also very convenient

Photoshop: Must-have software, no matter what position you are in, it is better to ask for help than to ask for yourself

Favorites: Collection of various websites from design to operation to products to creativity to marketing to materials

OmniOutliner: Recommended to colleagues in WeChat operations, It is not easy to write an original article. Clear your thoughts and fill in the blanks slowly;

OmniPlan: Manage the schedule of each operation project;

Google search: Functions such as website search, title search, document search, keyword search, and related website search must be very useful;

5. Understand products and users

Continuously deepen your understanding of the product

1. Know as much as possible the past trials and errors and data of the product
   
2. ## Know as much as possible the future development direction of the product
3. 
   
4. Use your own products as much as possible, experience the scene of users consuming content from 0, start from 0 the performance of the continuous stages of contact with the product, including the frequency of login, usage habits, and the rhetoric of recommending the product to others
5. 
   

And experience other products in the same way.

Understanding users

Continuously analyze various user data, join user-related groups, read posts, etc. to understand user demands

Recommended tools:

Evernote records by tags, and experience products are divided according to major categories

6. Learning

Why can’t I operate well even though I know a lot of truths?

1. Do you understand or have a little knowledge?

If you read an operation-related article in the morning or during work, you will say that you have worked hard. The experience accumulated by people who have worked for several years requires careful study to understand the profound meaning;

When making products, we need to talk about scenarios. When learning operations, we also need to talk about scenarios. What is the scenario where the author works, what is the product form, what are the product stages, what is the product magnitude, what is the author’s professional experience, what is the author’s resource experience, and What is the scene you are in, so understanding is not about traffic, conversion rate, and the way to write titles, but to constantly combine it with your current state;

2. Practice

The sergeant hears the truth and practices it diligently;

The sergeant feels like he is alive or dead when he hears the truth;

The corporal laughed when he heard the Tao. Not laughing is not enough for the Tao.

Execution is day after day

3. Summary

We often say that 40% of product is 30% of operation and 30% of luck is 30%.

What is uncertainty in operations? Why is there uncertainty? Because the understanding is not deep enough, we cannot explain it, so we have to explain it with operations. In fact, there is a certain logic and data behind it. Only by continuous summarization can we analyze the content behind it

4. Accumulation

For example, there is an article about WeChat products today. I have benefited a lot from reading it. Can you collect all the information on WeChat and study it slowly? This is true for WeChat, and other products need to be like this too;

Case: Do you need to collect all the Weibo posts that have been forwarded over 10,000 times? Do you want to collect the marketing cases that you think are good? Do you want to collect the inspirations you have?

Systematic learning: read books, once, twice, three times, over and over again;

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