Operating in a startup company means that content must be planned and filled from scratch, channels must be continuously acquired from scratch, and users must be cold-started from scratch, that is, there are no replicable models and there are not too many. resources, which poses a huge challenge to operators. How to quickly adapt to the operating environment of a startup company and grow into an excellent operator? We will analyze what is an excellent operator from three levels: skills, literacy, and competitiveness? Skills: What skills can an operation novice learn before and after joining the industry to get an offer, improve operational efficiency, and enhance his or her own value; Qualities: What qualities can one possess to become an excellent operator and receive continuous promotion; Competitiveness: Have After what kind of competitiveness, one can become a top talent in the operation field. 1. Skills From not doing operations to getting an offer from operations, communication skills are one of the most important skills. 1. Communication skills Communication is a complex art that everyone needs to practice continuously. Before each communication, think about the purpose of your communication, and then use what methods can be used to achieve this purpose, just do it. Continuously train yourself like this, and then continue to participate in some communication skills, which can be continuously optimized. Clarify the purpose of communication: Any communication must be purpose-driven. Obtaining an offer, getting the leader's support for something, finalizing your banner, or understanding the company's recent development direction, understanding the leader's attitude towards your promotion, etc. These are all the purposes of communication in our daily lives; Communication and chatting without purpose can also have a purpose, such as increasing mutual feelings. How to communicate to achieve this goal: Husbands and wives and lovers often quarrel. What is the purpose of the quarrel? To end the relationship or to make the relationship better. Most people quarrel because of the latter, to express their dissatisfaction. Let the other person care about themselves and enhance the relationship between the two people. But there are too many better means and methods to achieve this goal. However, people who are not good at communication do not understand their truest demands and express their emotions at will, so that they cannot find a good way of communication to achieve their purpose of improving their feelings, leading to a breakdown of the relationship. This kind of case occurs no matter in life or in life. It's very common at work. For example, your goal is to get an offer from operations. This is your communication purpose. This purpose, broken down further, is to make yourself a person who exceeds the interviewer's expectations for the position, and then prepare various argument materials to show that you are like this. Only one person can be closer to the offer. For example, I randomly found a recruitment tip: Baidu Nuomi Catering Business Department_User Operations Supervisor Job Responsibilities: Lead the team to carry out content operations, event operations, community operations, member operations, and be responsible for category user traffic and GMV. Your goal is to get an offer , the purpose of the interviewer is to find someone who can do this well, and the purpose of your communication is to make him feel that you can do this well; the core of which is to be responsible for traffic and GMV, list your experience in GMV and traffic , as well as the plan to achieve these two indicators for new positions (of course it exceeds expectations), and the results should also exceed expectations. Thirdly, it is the content, activities, community, and membership gameplay, and Offer is basically not a problem. Instead of trying my luck for the sake of fish and meat, the attitude is that you should give me an offer. Recommended books: "The Art of Communication: Seeing Inside People and Seeing Outside People". This book has more than 2 million readers in the United States. "Creating Win-Win Communication" is a unique work by Liu Yong and his son. It is worth reading from the perspective of operations. In terms of broad categories, it is divided into three categories: content, users, and promotion. Among them, the two directions of content and promotion accommodate the most positions. From the perspective of these two positions, the skills required are content organization and marketing skills. 2. Writing skills Whether you are doing content operations or new media promotion, writing skills are always a basic ability. People with good writing skills will be more popular wherever they are, and in the Internet industry, this ability can be expressed faster. For example, from writing banners to writing planning plans, you can stand out among the same batch of friends, and publish articles in the media. You can build your reputation by writing novels on literary websites. Your writing skills are good and are of great value. But the real problem is that the level of most people is neither above nor below. Students from engineering majors will definitely not be able to compare with people like "Mimeng" who came from majors and worked as chief editors in traditional media. However, there is still a need to set up a Reasonable goals to improve your writing skills.

If our words cannot impress people, then we must first complete the first goal and let users understand. Because "using user language" and "maintaining consistency" are very important, a classic case is "51 Credit Card". For example, the above descriptions are all plain words, but they have won a lot of reposts on Weibo. It can be seen that words that directly point to people's hearts can impress users more than gorgeous words. So most of the time, our writing skills can cope with daily work. The key is to express the meaning well so that the target users can understand it. If what you write, users can understand it at a glance. This kind of skill is That's almost enough. Ways to develop good writing skills: Deepen your understanding of the product: What does the product feel like when conveyed? The sentiment of "I don't care about winning or losing, I am serious", or the redefinition of the collection scene of "I only accept melatonin as a gift" is directly oriented to buy, buy, buy, so for operations, if it cannot be profound Once you understand the product, communicate with the leader repeatedly. If the leader has any needs, I will write them down and you can revise them. Understanding of user needs: After all, what kind of text do users need to see? For example, the style on Weibo is to be cute and self-deprecating, and users will not be interested if you try to ignore it. Understanding of suitable scenarios for text: Where should this text be applied? If the same piece of content is placed in text messages, push messages, emails, flyers, Weibo, WeChat, and banners, the form and style of the text will be different. I don’t understand I definitely can’t write anything applicable to the scene. Accumulation of knowledge about the industry in which the product is located: Without a relatively broad knowledge base, content sources will be relatively narrow, and content that users are willing to share usually includes knowledge with unique and novel perspectives. For example, Mimeng's articles include reviews of the latest movies and TV series that are close to hot topics, as well as perspectives on life that are different from ordinary people. There are many ways to play. This comes from daily accumulation. Read more, write more, use more: If your talent is not enough, you can only make up for it the day after tomorrow. Set a readability standard: For example, create a WeChat group of target users, and throw it in after writing to see if they don’t understand anything. For operations, the best measure of writing skills is how users feel about us How readable is it? Set a writing framework: a framework from ideas - table of contents - text filling; communication: communicate persuasively, so that your content can be completed in one go, because writing skills cannot be greatly improved in a short time, and the investment-output ratio of repeated revisions is often Not high, just convince the leader to finalize the draft and put your time in a more valuable place. Recommended book: "TheCopyBook How the World's 32 Top Advertising Copywriters Write": Put yourself in the work. Use your life to enliven your copywriting. If something touches you, there is a high chance that it will also touch others. There are not many books like "Confessions of an Advertiser" and "Copywriting Fever". Only by understanding one and accumulating it through continuous practice can it be valuable. Recommended tools: These tools can make Your content is unique, but the text is not good enough. The pictures or forms can be slightly supplemented with EDM content: Mailchimp PPT demonstration: Prezi, PPT. If your English is not good, you can try Axeslide (axe demonstration), micro-dance slideshow, and No-ppt entertainment pictures. Content generation: Rampage editor, Rampage pretentious artifact sales: strikinglyH5 production page: first page, epub360 Yipai, Liveapp scene application/cloud design: If you don’t know PS, Meitu Xiuxiu thinks it is too low, you can consider VSCO, Snapseed and other mobile P-picture products are very convenient to operate. Writing tools: Scrivener (students who need to write e-books can try this software, available for mac); OmniOutilner (outline writing) 3. Marketing skills Marketing skills are promotion operations skills. Marketing skills are reflected in three aspects. One is to understand marketing methods. To put it bluntly, it means understanding how to play channels: how to play SEO, how to develop ASO, how to develop Weibo, how to increase followers on WeChat, how to follow Douban, Tieba, and Renren, how to attract traffic. How to carry out email marketing, how to publish soft articles in forums, how to cooperate with media, how to publish viral marketing, and then some companies also put channel Internet promotion in the operations department, which needs to be considered, such as Baidu Bidding, 360 Dianjing, Fantong, Guangdiantong, and Fuyi. How to operate these subdivision directions in terms of delivery details will be a lengthy discussion below. Recommended books: I haven’t found any books that can solve these problems particularly efficiently. The best suggestion is to open an account yourself and start playing with these products to increase your understanding of the products.

As for SEO, ASO, and email marketing, you can just find some posts on Zhihu to get a rough idea. There is a big gap between what is in the book and the reality. 4. Data analysis. After you finish marketing and create some sensational events, and you start to memorize KPIs, you will realize that doing WeChat promotion is not about increasing followers or reading volume. What you are doing is not self-media. What you are doing is promoting products on WeChat. What the Leader wants is how to divert traffic from WeChat to form registrations or orders. Then you don’t know how much traffic you divert on a daily basis and how it can help divert traffic. At this time, you To send out, you need some data, what is the UV coming from WeChat, different activities, and how much traffic comes from different locations in WeChat, so you start to learn a tool called GA, or Baidu Statistics. You find that you start to understand UV, and then you also know about traffic tags and data recycling. You see a loophole. From WeChat, the conversion rate from each step to the next step is only 3%, although you have 1 million users. , but your daily transaction orders are only 100, and the target given by the Leader is 10,000. You have learned a new skill called goal orientation. Key learning points: Use of GA and other data analysis tools Recommended books: Understand how to use GA "Secrets of Traffic: Google Analytics Website Analysis and Optimization Techniques" Understand some basic analysis methods "Website Analysis in Action: How to use data to drive decisions and improve website value" "Basic Tutorial on Website Analysis: The Secret of Traffic and Value" "Website Data Analysis: Data-driven Website Management, Optimization and Operation" Understand the core indicators of different products in data analysis "Lean Data Analysis" Of course, basic EXCEL for you You definitely need to be particularly familiar with it. If you have technical foundation, you can take a look at the content of data mining. 5. Accumulation of product knowledge. As an operator, you don’t need to learn how to draw prototypes or write documents, but you must understand the logic of the product and continue to experience the product, treating yourself as a real user and constantly experiencing it: For example, when we are operating In the process of teaching, I regard myself as a real teacher to attend classes, and as a student to listen to classes. When I lecture, I constantly want to understand a question: why do I lecture? Is it to gain influence or make money? From the number of views to likes to recommendations to the number of followers to the number of live broadcasts to the most income, which factor is the most motivating factor for me to continue taking classes? As a student, what kind of content can motivate me to continue to take classes? This content will not be how to identify whether a girl has had breast augmentation with over a million views, but how to interview to become a product manager of BAT. Although the audience of the course is relatively small, But even if you charge a fee, people will continue to buy it, and every student can watch it from the first episode to the last episode like watching a TV series, watch it repeatedly and take notes. From 0 to 1, it will teach you how to find a job, or let you learn how to find a job. Working more efficiently is the reason why users choose to watch courses instead of watching movies. Therefore, understanding products is of great significance to operators. The essence of operations is also to convey the value of the product. What is the value of the product? This value is continuously broken down from the strategic value mentioned by the boss and combined with various segmented scenarios, and the value can be directly informed to the user. Recommended books: "Everyone is a Product Manager", "Networking", "Revelation", etc. 6. Efficiency tool operation is actually a process of continuously improving efficiency. The reason is very simple. There are many things. If the efficiency is not good, the result will be a trap. It becomes a more passive state, just like a snowball. The further it goes down, the bigger the snowball gets. The more things happen, the easier it is to get out of control, and all plans cannot be executed in an orderly manner. For example, many people will write on their resumes that they are proficient in Office software, but in reality, most people can only do the most basic operations. Excel: Skilled use of Vlookup functions and pivot tables will at least double the efficiency of data analysis. In addition, there are also many tricks in PPT and Word. It is recommended that you search for the corresponding knowledge on Zhihu. 7. Accumulation of knowledge Orwell's worry in "Amusing Ourselves to Death" is that someone will deprive us of our right to obtain 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. 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. How to effectively obtain valuable information is the key to continuous growth.

For example, the same information, "When did Zhang Xiaolong launch WeChat" can be easily searched through Google; but for another part of knowledge, you can also search for "Zhang Xiaolong's product views", but it talks about design. You cannot quickly understand and implement some aspects of the product into your work, so it is crucial to understand the logical relationships and transform them into knowledge that you can use. A. Information Acquisition The Internet industry alone will generate a large amount of information. If you read it through, the time is basically not enough. But again, this information basically only needs to create an impression, and you can know most of what happened through the title. Emphasis on information accumulation also requires emphasis on time management. Therefore, during the process of information accumulation, you must use Pocket to read it later. This can improve the efficiency of ongoing things. B. Topic sorting: Select a topic of the day for sorting every day, and collect all the news under the topic for in-depth analysis and sorting. For example, if you are interested in content operation, collect all content under Baidu search, WeChat public account search, and knowledge search , and then organize it according to your own understanding and think about it repeatedly. C. It is best to sort out the reading plan of related books based on your own needs. For example, if you are recently interested in the content of design psychology, search on Douban Reading, sort out the books with high ratings and good reviews, and read the books. Thin, quantity is better than quality, absorb all kinds of knowledge, and then filter it through yourself. D. Get in touch with new things, get in touch with more people, things, and things, and expand your tolerance. 8. Time management. First of all, let’s take a look at where the time is spent. I recommend ManicTim (time tracking analysis software): After downloading, let it run automatically for a week. When you open the software’s report, you will realize the fact that it is not possible now. NB The reason is not that you are not talented enough, but that your level of effort is really too low. At least half of the time most people spend online every day is taken up by some non-work-related entertainment and shopping websites. Mac users can use Rescuetime. How to solve this problem? Recommend a browser plug-in: Blocksite (limit the time spent on certain websites). For example, every day when I go to work, I go to Duobei to check my income from today’s courses, and then I unknowingly find that with such a small move, I spend as much as The time was about 30 minutes, so I listed them in Blocksite, and then some political portals. I got stuck in them for an hour or two every day and couldn't extricate myself, so I listed them all in Blocksite, and then set all the time. For example, if it takes 10 minutes, all the time it takes to be included in Blocksite every day is 10 minutes, so the time will be returned. Another benefit of ManicTim is that it can more objectively analyze the time you spend on each task. The premise is that you use different software to complete different tasks. With objective first-hand data, we can improve the efficiency of every job. Then the second question is, start prioritizing. The concept of optimization level is easy to understand, urgent/not urgent & important/not important. But in actual work, it is not easy to distinguish, especially when working as a specialist. It is difficult to distinguish which things are important and which are not important. I suggest you remember one thing, whenever you have a weekly meeting The indicators that everyone has repeatedly discussed above, things related to these indicators are important things, or things that the Leader repeatedly communicates are in this category. Other things will be postponed a little later. If you cannot judge whether they are important, improve efficiency. to accomplish this. In addition, a time management suggestion is to improve efficiency. Because many unimportant things add up to form the impression that others have on you. In addition, some things that the commissioner does are indeed unimportant, but these things can reveal your attitude in small ways. So it's best to take everything seriously. The third question is to have a plan when doing things, make a plan for next week, and make adjustments every day according to the actual situation. If you do things according to the plan, the time utilization rate will definitely be high. Beluga Community - The No. 1 Platform for Mobile Overseas Article Address: What skills are needed for good product operations?