Sean's Operation from scratch is a classic introductory book. This book covers the essence and core content of Internet operation. By reading this book, I hope to master more operational knowledge and better plan my career development direction.

Chapter I Overview of Operation

First, the business philosophy

(1) Meaning:

Internet products are produced from the needs of users. In order to better link products with users, it is necessary to build a bridge of communication through operation.

Therefore, Mr. Sean's definition of operation is: all means to promote products, promote users' use and improve users' cognition are operations.

(2) Core:

The core tasks of operation are mainly traffic construction and user maintenance.

1, traffic construction: it is to attract users to contact products through various activities and promotion, thus improving traffic indicators. For example, promote e-books, put advertisements on platforms such as Guangdiantong to attract target users to contact their own e-book products.

2. User maintenance: After the user touches the product, the operation needs to consider the user's activity and retention. Users can be divided into ordinary users and member users, and adopt different marketing strategies for different groups of people.

(3) Classification:

Teacher Zhang believes that operation can be divided into content operation, activity operation and user operation. This just corresponds to the three concepts of "content-activity-user".

1. content operation: content is information that users can consume, extend their stay and promote transformation. Content operation is to present the content of products in various ways, so as to enhance the content value of products and finally realize the transformation of users.

There are five main ways to operate the content:

(1) Creative content;

(2) editing and auditing;

(3) thematic production;

(4) Push the target population;

(5) Feedback optimization.

First of all, the most difficult thing to be replaced is the creative content part. Because content creation needs time accumulation, thinking and writing, which is the key part of your competitiveness.

Secondly, analyze the data, and improve or reduce the cost of obtaining content through the design of KPI.

Finally, realize the profitability of the website. For enterprises, the importance of profit is self-evident.