Some points that should be paid attention to in Internet operation posts are good references for those who are interested in developing in operation posts. We cut in from the perspectives of content operation, activity operation and user operation.
Content operation tends to be content-oriented Internet products, such as BBS mentioned above, Zhihu Community and WeChat official accounts are all content-oriented, and content operation is the key to success. First of all, we should make clear what consumers are like, how to promote what they want to see (self-made, edited and edited), how to make good content stand out, how to make content more effective and let more audiences know and see it. In fact, writing your official WeChat account for one month will tell you what kind of content and title you have the impulse to open, what kind of content has a high forwarding rate, and what kind of content is easy to explode. Through data analysis, you will gradually have your own experience.
Activity operation is similar to market activity, which is basically to plan a special activity at a specific time and achieve the expected operation goal within a limited budget. This involves copywriting, promotion and implementation, data embedding, analysis and feedback, cost control, risk control and so on. The key is to work hard around the goal of the activity and not deviate from the original intention. For example, do we want to get as many registered users as possible, or do we want to activate some inactive old users? What proportion of new registered users' retention rate or activity rate is expected to reach is something that needs to be clarified. At the same time, we need to pay close attention to some data, and if necessary, we can optimize the activities, such as how many people open the login page every day, how many people register after opening it, how many people buy products after registration, and directly promote the purchase of orders, that is, whether more coupons should be issued, what is the active proportion of registered users in the next month after the activity, and what is the proportion of some inactive users who are activated through SMS marketing?
User operation is simply to pull new, retain and promote life. In order to study users, user behaviors are generally recorded and analyzed, such as user registration process, conversion rate of recommendation process, which pages cause users to skip, and whether there is room for further optimization of the process. There is also direct communication with users, collecting user needs and optimizing products through questionnaires and customer service feedback. It is also mentioned that the influence of membership points system on user loyalty and the influence of levels and props in the game on users' psychological satisfaction are the key to the final transformation of ordinary users into paying users.
Therefore, it is very important to do business in a vertically subdivided industry and cultivate intensively. After staying in an industry for a long time, you will know how to plan and design an activity, what kind of ROI can be basically achieved, which promotion channels are effective, and so on. Some experiences are really tested by time and money. As internet practitioners, it is necessary for product, development, testing or management personnel to understand the operation.
The term Internet operation may be a little strange to some people. I don't know what Internet operation is. What do you need to learn in Internet operation? Internet operation is a promising career. Interested parties can learn about it. From entry to proficiency, becoming an excellent Internet operator requires continuous improvement of personal ability and teamwork. Get familiar with what Internet operation is first.
What is Internet operation?
For people with zero foundation, you need to know what operation is first. All means to promote products, promote users' use and improve users' cognition are operation. Operation may be the most magical job in the internet industry. It seems that everything can be done, and it seems that nothing can be done, and it seems that anyone can do it. What is the daily work content of the operation? The words you may hear the most are "change again" and "zero budget".
Copywriting: Revise it repeatedly, and then change it after boss has done it many times. ......
Make posters, retouch pictures, and make videos: you are not mistaken, and the operation should be designed.
Activity planning: understand the zero-budget flour-increasing plan.
Customer service: Listening to users' feedback and voicing every day is sometimes enlightening and comforting.
Project management: At the same time, the operation needs to coordinate resources to promote the implementation of the project by circulating among products, development, design and technology.
Data analysis: analyze data such as conversion rate and opening rate and make a copy.
Business cooperation: zero budget resource replacement.
Internet operation classification
The core functions of 1. operation can be divided into content operation, user operation, activity operation and product operation.
2. The objects of operation can be divided into APP operation, community operation, new media operation, e-commerce operation, game operation, course operation, category operation and commercial operation.
3. Operating platforms include search engine promotion, app store operation, Tmall operation, JD.COM operation, Amazon operation and AliExpress operation.
4. Operation ranks can be divided into operation specialist, operation supervisor, operation manager, operation director and chief operating officer.
Internet operation skills
Generally speaking, the operation process has four steps: content operation-activity operation-product operation-user operation. Let's take a look at what skills we have mastered according to four common computing functions.
1, content operation
Job content: By creating, editing, sorting and presenting website content, the content value of Internet products is enhanced, and the adhesion and activity to users are enhanced to some extent.
Core skills: content collection and creation, copywriting, hot spot tracking, content planning, etc.
2. Active operation
Work content: formulate activity planning scheme, organize online and offline activities, publicize and promote, track and monitor the feedback effect of activities, and analyze data recovery activities.
Core skills: activity planning, project coordination, data analysis, emergency handling ability, etc.
3. Product operation
Work content: product promotion, product update copy, user feedback technical follow-up, competitive product analysis.
Core skills: communication and promotion ability, copywriting ability, technology/product/testing and other border knowledge.
4. User operation
Work content: Establish a virtuous circle around the user's addition-retention-activation-dissemination and the user's value supply relationship, and constantly improve all kinds of user-related data.
Core skills: user motivation, communication expression, user behavior data analysis, questionnaire survey, etc.
What does Internet operation need to do?
1, familiar with Internet media platform.
When doing business, you must know several major self-media platforms, such as Zhihu, Douban, Weibo, Today Headline, Tik Tok, Xiaohongshu, etc. It is best to play frequently and post some ideas and answers of your own, which is conducive to cultivating your online sense and quickly catching hot spots.
2. Learn to use operating tools.
It is necessary for people with zero foundation to understand the operating tools mentioned in this answer and learn to use them. For example, you need to complete the requirements of these scenarios. When you try the operation face to face, you can confidently express "what will you do" and the interview pass rate will increase.
Complete typesetting editing and learn to use WeChat official account editor.
Tracking hot spots requires understanding the platform for finding some hot materials.
A website for searching pictures.
Make a simple animation
Learn to retouch, remove watermarks, and edit simple pictures.
Auxiliary software for data analysis
Invitations and event posters need H5 show.
Flexible application of mind mapping
3. Copywriting ability
Writing in operation requires a lot of copywriting, such as user manuals, activity copywriting, advertising slogans and so on. Copywriting is not necessarily directly equivalent to your writing style. If there is no good writing, how can you write a copy on a zero basis?
Understand the cost function and decompose the product attributes;
Analyze usage scenarios and write product requirements;
Use visualization, interest description and emotional contagion to highlight key points;
Find out the differences and advantages from competing products;
4. Marketing promotion ability
The concretization of marketing promotion ability is how to plan an activity and find more high-quality users from different channels. After contact with the operation, you will know many promotion channels, such as creating high-profile topics on different platforms with Big V, mutual promotion of business, and various offline powder extraction methods. For students who have just graduated from zero foundation, they can introduce their own organizational activities and promotion experience during the university interview.
5, data analysis ability
Operators must have the ability of data analysis. For every published article and every completed activity, you need to analyze the transformed data and observe the popularity of the target users.
6. Communication and assistance skills
Operation is not an independent post. In daily life, you should have close communication with the departments of product, technology, design and market, and report to your superiors. To cultivate sensitivity to topics and products, you must be a person who is willing to communicate. You should be able to learn this low-cost learning skill soon.
First of all, web design
1, the requirements of web design and artists, web artists should generally be consistent with the overall image of the website, and should conform to CI specifications. Pay attention to the color, picture application and layout planning of the webpage to maintain the overall consistency of the webpage. Web design is checked by the artist. The overall image and specifications must conform to CI, echoing from top to bottom. The placement of pictures and modules also has its own characteristics and styles.
2. The adoption of new technology should be decided by considering the geographical distribution, age class, internet speed and reading habits of the target audience. Different people have their own habits, just like being left-handed, so we should choose a moderate mode according to different ages, internet speeds and reading habits, so that everyone can read comfortably.
3. Make a revision plan for the webpage, such as a large-scale revision within six months to one year. After a website is completed, it's best not to change it too frequently, but once a year, and don't destroy the big style and tone when changing it.
Second, the website maintenance
1, server and related software and hardware maintenance, possible problems are evaluated, and response time is set. The maintenance of server hardware and software is particularly important, and it takes many tests to determine the corresponding speed.
2, database maintenance, effective use of data is an important content of website maintenance, database maintenance should pay attention to. The maintenance of a program's database is equivalent to the inventory of a commodity. After the goods are disrupted, it will be a very troublesome thing, so it is necessary to maintain the program database regularly and clean up some unnecessary redundancy.
3. Content update and adjustment, etc. Web pages must be updated and adjusted within a period of time so that visitors can see new content.
4. Formulate website maintenance regulations to make website maintenance institutionalized and standardized. Formulate the system and standard table of website maintenance, which is responsible by special personnel to ensure the quality and efficiency of website operation.
Third, the website test
1, server stability and security. The stability and security of the website server has always been the most troublesome thing, so we should go to the front of the trouble and eliminate the expected trouble first.
2. Program and database testing. Each program has its own corresponding function, and the database is the place where data is concentrated, which is particularly important.
3. Network compatibility testing, such as browsers and monitors. If there are too many open pages, there will be no dead pages. Of course, there are also problems with display resolution and browser version.
4. Other tests required. After doing the above tests, we will use other methods to test the website, such as whether there is a conflict between telecom dialing and Tietong dialing.
Extended data:
Network operation skills
1, exposure:
It can be called exposure. In the initial stage of website operation, the website must be "exposed" to the target users, so that users can know the positioning of the website and what services the website can provide. Promotion is the most important thing at this time. No matter what promotion strategies and means are used, the purpose is to "let people know". At this time, all promotion and operation means should consider the exposure of the website as much as possible.
2. Popularity:
After a period of website exposure and promotion, at this time, it is necessary to basically make the target customers familiar with the website, which is the most critical period to win users. Whether the popularity can be consolidated and expanded is the most important period.
3. Loyalty:
After the website is well-known, it shows that the website operation is relatively mature and has entered a period of stable development. At this time, the main focus of the website should be on the loyalty of users. Loyalty simply means that users give up your conditions, high loyalty users give up your conditions, and low loyalty users give up your conditions.
Personal point of view. for reference only