In order to get users involved and create more value, this kind of work came into being.
Relative to the product, it is responsible for defining and providing long-term user value, while the operation is responsible for creating short-term user value and assisting the product to complete long-term value.
Therefore, Internet operation is particularly important, so how to learn Internet operation from scratch without foundation?
I. Internet operation
1. What is Internet operation?
Internet operation needs to organize and manage user groups purposefully, increase user stickiness, user contribution and user loyalty, carry out targeted user activities, improve user enthusiasm and participation, and plan activities according to market operation requirements.
Because we need to be able to analyze product and market data, and promote product improvement on this basis, and always maintain a keen user perception.
2. Classification of Internet services
1) product operation
2) User operation
3) Active operation
4) Market operation
5) Content operation
6) Commercial operation
7) Channel operation
3. Quality required for Internet operation
1) is good at driving users and controlling their psychology.
2) Good at resource integration and project management.
3) Data analysis ability.
4) Strong execution.
5) Love learning
Two. Internet operation work
1. Internet operation workflow
1) Analyze the data and make a plan.
According to the current form, stage and core data of the product, the operation strategy is formulated.
2) Decompose indicators and plan work.
Decompose the operation strategy into objectives, strive for and allocate internal and external resources, and formulate specific work plans.
3) Fully implement and achieve the objectives.
According to the work plan, carry out specific operation means (copywriting, activities, event dissemination, user maintenance, etc.). ) to achieve the goal.
4) Respond to feedback and adjust strategies.
Collect and analyze data and user feedback, evaluate current work results, find potential problems and needs, and substitute them into a new round of operation.
2. The focus of Internet operation
1) Racine
Innovation is a guiding process behavior, and there will be transformation in the process, so the core is the conversion rate. We should pay attention to the continuous optimization of data and reduce the average user acquisition cost.
Innovation is the basic work of operation, and the purpose of innovation is to introduce fresh blood, such as using the self-communication of social media, and realizing brand communication and fan innovation through forwarding and sharing by users.
Common methods of innovation are offline promotion, activity marketing, posting promotion, word-of-mouth communication, brand building and so on.
2) promote life and retention
The value of promotion retention is self-evident, which can increase users' stickiness to products, improve the conversion rate of promotion and introduction traffic, and increase the number of visits and users through the promotion and cooperation of brands and channels based on product operation content.
However, it is worth mentioning that it is important to adopt some operating mechanisms and strategies, but the fundamental way to enhance activity and retain customers is to continuously improve the value of products and meet the core needs of users.
Common means to improve activity and retention include reminding users in time, refining operations, establishing an incentive system for user growth, increasing social relationships, and recalling lost users.
3) Income
Revenue is the ultimate goal. The ultimate goal of user accumulation is to realize income through transformation.
All the processes are aimed at realizing paid conversion.
Operators need to define the purpose of operation and form strategic thinking.
Common income methods include advertising, e-commerce and value-added services.
Three. Internet operation experience
1. Internet operation skills
1) forms the user's thinking.
The formation of users' thinking is the focus of the operation layout of Internet operation.
Customer first is the thinking that operators need to keep all the time, and all operations and layouts are to serve customers in a sense.
2) Optimize the operation content
Need to provide high-quality brands and products, including packaging, image and other foundations, need to package, formulate strategies and shape, and formulate controllable strategies.
Content should be closely related to products and services, and at the same time be interesting and creative.
3) master the operation process
In Internet operation, some links are actually meaningless, but they are of great help to the overall operation, and some links play an absolutely vital role. Therefore, in daily Internet operations, don't ignore any small link, especially those small links.
4) Be good at summarizing and thinking.
Only by summing up after practice, transforming the cost of money and time into experience, and providing reference for the next decision, can we get higher benefits like continuous iterative algorithm.
5) Pay attention to competitors
Competitors can let people know the pros and cons of your products and services. You can also learn how to operate the Internet through competitors and learn their marketing methods to optimize.
6) Persistence is the key.
There is no need to worry about the realization of content realization. In Internet operation, the early efforts are huge, the time is long, and the energy consumed is also quite a lot.
However, Internet operation is a long process. If you are eager to return to your capital to achieve profitability, you will inevitably be at a disadvantage in the competition. The key is to accumulate users. When there are enough users, it is time to consider realizing the content.
2. Misunderstanding of Internet operation
1) Only pull new ones, not keep them.
2) Not for the purpose of revenue.
3) Lack of overall view of overall analysis