Traditional Culture Encyclopedia - Traditional customs - Introduction to New Media Operations
Introduction to New Media Operations
Chapter I of the basic concepts of operations and career development
One, product manager
Product operations
Virtual products of the Internet
Some kind of commercial purpose
Transformation of funds
Branding
Second, product operations
Early: the development of technology
Case: Baidu Google
Mature: Tencent products
Future: operation is an important department of the Internet
Products are easy to be copied
And the operation model is not easy to be imitated
The best prospects for the development of the next five years
Three, product operation of the development of the career of the basic qualities of the
1, the product and operation of a corresponding combination of
1. and operation of the corresponding combination
2, product and operation of both to do, do operation to product-oriented to do, the premise is to do product copy planning
3, Ua page clicks: emotional, sharing, intuitive value, the title and the content in line with the
4, the conversion rate: the number of purchases / readings to stimulate the human nature within the heart of the emotion to produce **** chirping (cause, love, car, house). Career, love, car, house)
5, the operation of the need for strong learning ability (the Internet is changing by leaps and bounds) blog - WeChat (tell the development of the industry) (other people, books, products, networks)
6, 10 Internet buzzwords, some of the Internet occurred in the big event (the operation of the Basic elements)
7, data analysis capabilities (access to the page pv, independent user daily uv, order conversion rate)
8, daily, weekly, monthly report
Four, the direction of the career development of product operations and development path
APP, qq, WeChat, public number
Operation specialist (3 -5k)-Operation Supervisor (5-8k)-Operation Manager (8-12k)-Operation Director (3-5k) -Operation (ceo5-12k)-Operation partner
Five, product operation work content
1, user operation (user acquisition) free access and paid access
2, data operation (technical team) conversion rate
3, pgc content operation ugc customer-generated content (novelty users, product copywriting to influence user decision-making)
4, activity operation (new, conversion,) ugc promotional activities, new media activities (WeChat, microblogging)
Sixth, the core tasks of the operation
1, the construction of the flow of pv , uv , IP, dau, seo (daily active users) Monthly active users, quarterly active users)
2, user maintenance (continued traffic)
3, traffic user analysis (new users into a continuous flow of users)
seven, the structure of the operations team
1, the ladder growth process (primary (miscellaneous, a project)-intermediate (multiple) projects, independent projects)
Eight, the operation of people's emotional intelligence
1, appropriate competition
2, can use the mouth to say things, do not Biao temper
3, away from the office of right and wrong
4, low mood, do not let yourself idle
5, smile and kindness. p>5, smile and goodwill, can help far away
nine, the ability to improve the method
1, Taobao's case study
2, Baidu
3, the use of seo (recommended to buy the book: seo combat password)
4, promotion methods (free and paid) activities (login, sign in, registration, based on the front to do the budget) ( Recommended books: who said that the rookie does not understand data analysis)
Ten, 8 hours of salary attitude
1, 8 hours of work attitude should be correct, do not think that five years later can become a CEO, the real work of their own out of shape
Chapter 2 content operation
One of the content that the user likes the news, knowledge, emotion, and so on
content operation pgc user operation ugc (attract new users, influence user's decision-making
1, news: 70% of Internet users will watch the news (military, sports, finance, current affairs most, entertainment)
2, knowledge: knowledge of life, knowledge of the work (Baidu Q&A platform)
3, emotion: excitement, empathy, anger (do not ask for likes, only to spread) Girls especially like to read chicken soup
Two, content that brings joy and storytelling
1, content that brings joy to the user (mobile toilet flush button, looking for help to hit someone else's APP)
2, storytelling (why I quit my job to buy a meat loaf)
Three, judging the content
1, click-through rate (storytelling, emotional, intuitive value, shareability)
2, retweets (in line with the requirements of user conversion)
Four, daily work
1, daily updates (editing, content production, content reprinting) content production, content recommendation
2, thematic planning (objects, hot topics, popular events, in-depth topics, deep digging) (the 70th anniversary of the war, rural E-commerce topics)
V. ucg content operation
1, regulate user-generated content
2, product copywriting: product characterization, media coverage, introduction of the advantages of the product or service, user feedback
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