Based on products and content.
No matter which segment you use as a platform, never focus on products and content. As an educational product, technological innovation will improve the learning effect and accelerate the reform of the educational system, but the product and content are the most authentic feelings of users. From this perspective, Xiaomi's products are worth learning. Regardless of its strategy for the time being, at least as a diaosi-level Internet mobile phone, it is enough to prove its success. As an operator such as a platform or an app, don't exaggerate the difference between media-based platform promotion and new media. Media pursues exposure and coverage, but as an educational product, these cannot cover users. The new media operation is to go deep into users' hearts, serve users well and truly treat users as friends.
In addition to some online education platforms and some resident platforms, products are platforms and content is courses. Therefore, it is the most important thing to do a good job in the characteristics of each point of the product. More profoundly, the core of Hujiang is the forum, the core of Yomi is the network, the core of the crowd, the core of Zheng is the content and so on. Therefore, each platform should dig out a feature of its own platform and enlarge it infinitely, while blindly similar platforms will only slowly move towards a dead end and decline.
If Jia Lang just said this well-known truth, then this content is not worth watching, so Jia Lang is talking about how to do a good job in products and content.
(1) The product manager and the operation manager should be good friends, so as to find products and improve them to the maximum extent.
(2) products should be based on existing user needs or create user needs. For the former, it is necessary to investigate user needs. Jialang suggested using a third-party investigation agency or conducting the investigation yourself. However, it is worth noting that data is always what you want to see, so you need your own judgment here. After all, data is always useful, and for the latter, products need to be combined with operations to create demand. So back to the first point, creating user needs is to answer why users want to use it. What is the value of this question? Don't make up users, delusion is a big failure in making online educational products.
(3) One product is dominant, or multiple products are mainstream, or long tail flow, or starting from the marginal market. Jia Lang once read a concept mentioned in a football novel: the giants who break through the encirclement of giants now actually start from the marginal market where others are absent, so some popular education fields can't become giants, only some vertical fields can become giants, for reference only.
(4) Explosive products or classified products. The explosive product strategy can refer to Xiaomi's products, and each category is classified products. However, if there is only one vertical product, whether the product can be subdivided or not, there is a lot of room for operation after differentiation in terms of function, examination content or people.
The concept of operation: you have me, you have nothing.
After reading hundreds of online education platforms, I summed up a sentence: the simplest and most executive operation is the most effective use. More and more people flaunt their strategy and high position, but in fact they are unwilling to implement it at the landing level and do some seemingly useless behaviors. Some platform operators don't like the crazy posting, mass advertising and pimping promotion of the forum, which are actually mental problems, but often these are the most effective. In addition, they don't want to maintain users, and always put themselves in a high position. In fact, they are insisting. The disintermediated Internet will bring these people out, and even the platform will be eliminated. If this happens, please adjust yourself.
Online education platform can be operated in the simplest way, and it can also achieve results.
(1) starts with bidding and takes social channels as the periphery.
The most effective way for educational institutions is not the so-called brand, and before launching. On the paid platform, burning money to buy traffic is the quickest way. Don't expect word of mouth to drive. That's the early stage of all the basic work.
Under the invasion of huge exposure, it will not only bring the sales of platform courses, but also bring the accumulation of users. With proper guidance, users will be circled through Weibo, WeChat, QQ and Momo, which is a kind of traffic reuse.
(2) the precipitation of new media channels
When you start to operate with new media channels, you must have a group of loyal users, so it is the first purpose of burning money. If you don't detonate Xiaomi and don't spend money, then do it in a down-to-earth manner. Mastering the new media channel and operating it as the main channel will get unexpected results.
(3)APP cooperation
Sohu news client, today's headlines, interfaces and other channels are basically behind these news or entertainment apps from foreign language platforms, so you can cover the most mobile users with the least money and collect a batch of user data. This is a function of the mobile terminal, which is based on the operation of foreign language platforms, and then a lot of telemarketing behavior, so there is no need to operate these channels without a good customer team, otherwise it will only be the result of brand promotion and information promotion.
The above three are basically based on spending money, and the latter ones are mainly free.
(1) Layout of Baidu related products. From Baidu know, Baidu library, forums and other channels, product-related information will be laid to make the best coverage of brands and products.
(2) Classification information. The cooperation and capture of classified information can make up for the deficiency of the platform. SEO and other related constructions of most online education platforms are basically needless to say, but classified information and the high weight of people can make up for it.
(3) QQ promotion. I won't talk about this promotion skill, I basically understand it.
Several channels, but none of them involve specific operational ideas. Because Jialang wants to say that the operation of online education platform is actually marketing, and marketing is the fastest only through these channels, and Jialang has been engaged in Internet marketing for more than two years, and the effect is still the best. Of course, I won't elaborate on how to build Jialang for each piece, because this is a huge project, not a simple tender, and then collect money and get it done. There are many backstage accounts and keywords, quality, creativity and other operations, such as the operation of new media. If only a few simple words can be done well, it is a feature that an online education platform can really do a good job in the operation of new media. Unfortunately, it is not paid enough attention to by Jialang.
If you insist on one thing: product and execution are enough. You don't need too fancy behavior, and you don't need too high-profile behavior. Just put everything into the ordinary. I have worked on several platforms myself, and I know that persistence is often the core skill of an operation, not the so-called strategy. Find a point, hit the extreme, and you can see another world. I wish all major platform operators a pleasant journey.
Baidu: Xinxiang Wang Jiaxing