What's the difference between Internet operation and traditional operation?

According to the work content of operation, operation can be divided into content operation, activity operation and user operation. Due to the different product models, stages and profit models, the company will pay different attention to these three operations, but there is no doubt that although these three operations are different, they are all interrelated, and a good operation should make achievements in these three aspects. The purpose of management is to bring forth the old and bring forth the new, promote vitality and keep the products alive forever.

1, content operation

Common typical content-driven products include websites, official WeChat accounts, communities, BBS and so on. The content includes UGC and PGC. The so-called UGC, that is, user-generated content, is user-generated content. Blogs popular in Zhihu, Douban, Weibo and even earlier years belong to the category of UGC. PGC, the professionally generated content, is the officially generated content. Compared with UGC, the content quality is generally higher and more professional, such as the official WeChat accounts of major corporate media and industry testing and analysis websites.

The responsibilities of content operation in products include high-quality content screening, content classification and labeling, content selection and writing, and so on. The KPI indicators of content operation assessment include the number of articles read, forwarding rate, the number of original articles, the number of articles refined and tagged in a month, and so on. A good content operation should have the ability to select and write good articles, grasp users' reading psychology, be good at digging topics that users are interested in, and guide users to produce more high-quality content for UGC products.

2. Active operation

Strictly speaking, there is no fixed type of product that is content-driven. Most product operation processes involve the planning and execution of many activities. Common activities include marketing activities (including hot event marketing, holiday marketing, topic activities), online and offline lecture salons, etc. Activities are often a powerful means to promote products or brands. A good activity can bring a wide range of exposure to products and a large number of new users.

The work undertaken by the activity operation includes the planning and implementation of the activity plan, good knowledge of copywriting and cognition of users' psychology, knowing what kind of activity forms can effectively attract what kind of users, what channels can be used to promote their activities, how to evaluate and control the budget, what problems may arise, how to avoid risks, etc., so as to maximize the effect of the activity. KPI includes UV, number of participants, conversion rate, etc.

3. User operation

E-commerce, O2O, and community are the most typical product types with heavy user operations. Including push (including SMS, email, in-app message center, etc.). ) Common in the development of common user growth systems in e-commerce and O2O, communities and KOL (key? Opinion? Leaders, key opinion leaders). KPI includes message arrival rate, retention in each stage, conversion rate, KOL task completion index, etc.

4. Other operations

Other common types of operation are data operation (mainly providing data support for products, including monitoring and analysis of various data, and the tools and languages that need to be mastered range from excel to R language, SPSS and Python, with high technical requirements), SEO (search engine optimization, which is common in websites and e-commerce companies, is used to improve the search ranking of websites or commodities) and ASO(APPstore search engine optimization, which can improve the coverage of search keywords and the search ranking of apps, thus improving products. Not all companies will set up these operating positions separately.