What thinking is needed to become a top Internet operator?

1, traffic thinking?

In the Internet scenario, traffic is always one of the core competitiveness of the enterprise, there is no flow of Internet products, that can only be self-help. To do traffic, you must understand where the traffic is, which traffic is of the highest quality, and how much total traffic is estimated.

The traffic is done, not out of thin air. Many people say that search marketing is not good, to give an example of Melaleuca O2O: Melaleuca's annual investment in SEM is a billion level, a seller of homes. Like now some large chain of plastic surgery hospitals, is to rely on SEM from a small clinic to dozens of chain groups across the country. There are also some do financial, only investment in WeChat big, spend hundreds of millions of dollars a year.

Before doing traffic, you need to figure out who the user is, the user's behavior of access to information, the channel traffic direction. Take the financial example, if our product threshold is relatively low, standardized, for white users, then with mass media can reach more users. If the users are white-collar oriented, then WeChat large numbers and APP stores can reach more. For individual channels, the distribution of traffic is important. For example, the search traffic is basically in the first two, WidePoint has a lot of resources, there are hand Q, space, news, etc., and the value of traffic in different places is different.

Today's communication channels on the one hand, traditional media, digital media, social media cross, the use of a variety of media to disseminate this is the mainstream, such as sponsorship of the Voice, shake or send SMS live participation in the event, triggering the user's interest and carry out CRM marketing; the user is interested in the search engine search to understand the product information and interact with it, or enter the The APPSTORE to download.

On the other hand, the hotspot to carry out event marketing, to find the traffic trigger.

As an example: do traffic with brand communication thinking. If the market average daily flow of 10 billion, it is necessary to occupy 10% of them, how to occupy these flows, how to cover enough target users so as to generate enough exposure and interaction? Need to rely on event-based marketing and follow-up activities.

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2, brand thinking

Internet companies tend to be small market structure, the better to focus on the flow, the worse may become self-improvement PR, press releases, do WeChat public number. The result is that the company has been doing this for years, and there are a lot of users, but the brand is not getting anywhere. Many people do not pay attention to the image of the brand, there is no brand thinking.

Before, digital advertising on the brand shaping is relatively weak, on the one hand, digital advertising overemphasizes the click and interaction, ignoring the degree of exposure and depth, resulting in the user's mind did not leave a clear impression of the lack of visibility; on the other hand, the lack of a clear marketing positioning, top media endorsement, diversified cultural construction, resulting in the user does not occupy a clear position in the mind.

Products to a certain stage, and competitors than between the product experience is no longer just, but the brand. For Internet financial enterprises, how to use authoritative media to shape the credibility, how to leverage well-known brands to enhance the influence of the enterprise, how to cross-branding campaigns to give a youthful image, is imminent.

Here to mention a point, brand communication must be built around the core user group, otherwise it is easy to go off course.

Many companies have placed advertisements overseas, but found that in the process of communication, the users do not care. mainly because our users are middle class or below middle class, they do not understand what advertising in New York Plaza means, and in fact, if we put the mass media, such as CCTV, the effect will be much better.

In terms of copywriting and UI, it's important to shape it around brand positioning. Like some consumer products, to say the big white words, like Li called the beast mentioned, to say the human words, refused to get high.

Like finance, which is more professional and serious, you can say something lofty. For example, in the introduction of corporate background, we can choose to use overseas partners, world-class companies. This piece of operation is very skillful, the specific operation should be able to carefully ponder. In addition to do the brand to form an interactive relationship with the flow, product-effect interactive relationship. Such as CCTV endorsement + media public relations + full network content (video, pictures, text) coverage + similar to the Voice and other top TV programs diversion + full network digital marketing interaction + CRM marketing, both the flow effect, but also branding.

Brand thinking should always be throughout any action taken by the entire enterprise, how to shape a public-oriented IP in the core user group, take the way to have this brand thinking, for example, by engaging in a number of activities should try to shape the IP out, so that people can remember this image.

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3, competitive thinking

The Internet industry is very competitive, and very often a month will determine the success or failure. As an Internet marketer, you must take stock of the situation, have a strong competitive mindset, and know when to fight the big battle.

Since the beginning of this year, the Internet finance industry has launched CCTV and various traditional large media advertising, said the industry is developing very rapidly, part of the market has been educated and mature, the major platforms in order to quickly harvest the user, the only way to take the money for time. At this time, as an Internet marketer, should come up with their own vigor, decide whether to strike.

Once there was a very typical case, that is, Catch.com asked Yao Chen endorsement, spend 50 million in the national scope of the large area of advertising, a time 58 flow decline is very big, rushed to spend a hundred million to ask Yang Mi endorsement only to be considered to play a tie. Shopping malls such as the battlefield, there is no strong competitive thinking, will not laugh to the end.

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4, business thinking

In 2015, the Internet free of charge is very popular, and many companies such as this at any cost for the entrance to become. The most typical such as 360 and Sogou's three-level rocket strategy, and now Alipay. Through free or at a loss, to obtain users, through other products and services, to earn profits.

In the past, many Taobao shopkeepers sold socks for 1 dollar, or charging phone bills at 0% profit, in order to get users at a loss, and now the popular pop-ups, but also in order to get users, and then sold to the user of other products to make a profit.

Today, the big lion to do a public number, not only to share experience, but also to do something. In the future, I hope to work with a group of like-minded people, so that Big Lion can connect you with venture capital lawyers, strategic consultants and financial experts. Provide one-stop service of investment and financing counseling and resource docking for capital-oriented enterprises. This will allow you to follow the big lion, learn reliable knowledge, about reliable experts, into the reliable circle.

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This is the first time I've ever seen a company with a strong reputation.

5, revenue thinking

As a marketer, revenue thinking is essential. The cost of acquiring a user, the cost of retaining a user, the value of the contribution of a single user life cycle, the cost of marketing labor, the cost of branding, etc., the more sensitive to the cost, the more in-depth in the implementation.

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6, strategic thinking

Some people say that Alibaba restarted the word of mouth in order to make the entrance of Alipay more stable, and word of mouth started the life service platform model instantly on the new Americana formed a strategic level of competition, which can be seen, the impact of strategic thinking on the marketing pattern.

Today's Internet finance, some layout flow, some layout cross-border assets; some introduced venture capital, some introduced state-owned enterprises; some transition to a large platform, some adhere to small and beautiful, this is all strategy.

As a top marketer, it is important to constantly think about the development trend of the industry and understand what to do and what not to do. Each industry has its own unique logic, and a deep understanding is a prerequisite for forming strategic thinking.

Today, many people who do Internet marketing or operations feel that there is not much of a way out because they have not found the direction.

In fact, the Internet to do marketing or operations are very promising, the premise is to look at your love for this career and pay. As I mentioned earlier, some companies rely only on SEM to support the annual billions of sales; some companies rely only on DSP and network alliance, a year also do hundreds of thousands of users; there are also companies only do free marketing, a year can also do a million users. Like OPPO almost wrapped most of China's entertainment resources for marketing, the effect is very good. The success is that they put marketing in a strategic position, in-depth and resolute implementation, if you just look at the short term, there will not be the current results.

Next, we'll talk about the very important, and most talked about, user mindset.

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7, user thinking

Markets do traffic, operations do users. Users enter the product, will produce a variety of behavior. This behavior does not lie in the product's guidance to the user, but in the user's own needs.

Taking financial products as an example, many products do sign in this function, but this is inappropriate, because after all, financial management is not a high-frequency demand, O2O is already considered high-frequency, sign in this function is not completely done.

Users use financial products, enter, understand the financial products, investment risk, personal account information, investment status, revenue details, this is the basic needs. So on these basic needs, how to dig deeper into the user value, is the operation personnel to go deeper to do.

User thinking contains two aspects, the first is who the user is, the second is what the user wants. The former helps us to improve the accuracy of marketing communications, and the latter helps us to improve the efficiency of operations.

By analyzing the various behaviors of users, we can classify user levels and develop a user growth system to help and guide users across the novice stage.

The Internet has always emphasized the user thinking, but in fact in the industry, we often see such a phenomenon: to do a product, the expectation that the target user can cover the general public, men and women, old and young, big take the white, literate losers ...... usually such a large and comprehensive product will be heading for extinction, because under normal circumstances. Every product should be for a specific target group of the **** the same standard and service. As the base of the target group gets bigger, this standard gets lower. In other words, if a product is serving everyone, in fact, it sets the threshold of service standard very low, such a product, currently in the same field of fierce competition, there is almost no possibility of entry.

So, according to the function and positioning of the product, the implementation of operations for specific target users as well as product iteration is the only way to survive and develop. Taking this opportunity, based on the past few months of product operation experience, I summarize three feelings as follows.

One, build the user profile, the first exploration of the market

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In the process of making products we need to introduce?PERSONA - user profiling. User profiling is specific to the product?

The user profile is a sketch of the real characteristics of the target group of the product/? service target group of the real characteristics of the outline, is a comprehensive prototype of the real user. Any product has its target users, in other words, any product should have a Persona of its target users. providing focused services to a specific group of people is much closer to success than providing low-standard services to a wide range of people.

Specifically, it can be divided into three steps:

First, the target user labeling, and for each label to indicate the weight of high and low. Labeling is for later statistical analysis; labeling weight is to highlight some specific product features and modules, but also in order to divide the quality of the user high and low, high weight labels for the user's Rank?ranking has a very big impact.

Second, detailed labels can greatly refine the granularity of the user profile, so that the user becomes more and more three-dimensional and clear, which is very helpful to the subsequent product improvement and iteration, the following will be specifically developed.

Third, in terms of operation, the construction of user profiles has a great deal of direction for the acquisition of target users, and can be focused on a number of vertical communities/? forum/? community, half the effort.

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Two, build the use of the scene / consumption scene, improve the conversion rate

Build the "use of the scene? /? consumption scenarios", giving users "scenario-based guidance", so that the user attention → interest → desire → action → satisfaction, giving users enough clear instructions, which is a gradual process of eliminating user doubts and obtaining the user's trust.

From a product perspective, it is necessary for websites that offer products/? services, it is necessary to follow the AIDAS? principle, so that the user in the process of browsing, the product to dispel doubts and feel good about it, so as to improve the user conversion rate or product /? service turnover rate.

First, set up scenario guidance for different levels of users. Provide clear product descriptions for browsing users, as well as user data for the product?

First, set up scenario guidance for different levels of users. transaction data; provide successful cases or third-party evaluations for desired users, and provide consumption scenario guidance; provide clear and reliable ?CallOn Action for consumer customers, which will register? /? Payment process and website interaction as minimal as possible.?

Second, analyze data indicators. Focus on analyzing the click-through rate, length of stay, depth of visit, number of pages viewed per capita, bounce rate, etc., in order to optimize and improve the product.

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Three, gradually iterating product features and modules to provide differentiated services

Here, we introduced the KANO model, the KANO?model defines three levels of user needs:

Basic type of demand, the most basic attributes or functions of the product that satisfy the vast majority of user needs.

Expected needs, which provide users with better features or services and satisfy medium to high levels of user needs.

Exciting requirements, which provide users with unique and advanced features or services to meet high-level user needs.

From our own experience, the KANO?model has been extremely helpful in product refinement as well as iteration. As mentioned earlier, detailed labels can greatly refine the granularity of user profiles, making users more and more three-dimensional and clear. Distinguishing between high and low user quality can be analyzed from the degree of granularity refinement.

We take three programmers on Programmer's Inn as an example:

A?user is an ordinary undergraduate freshman in China, just joined a startup company in Hangzhou, as an?Android?developer;

B?user has three years of experience in Internet mobile development, and specializes in the development of the two major platforms of?Android, iOS?development technologies and frameworks, including native and hybrid.

C?user is a senior engineer at Tencent, with eight years of experience, having worked on?12?products, several of which have reached the billion-dollar user scale.

The above three users are a refinement of the target group of "programmers", enriched by the granularity of

The above three users are a refinement of the target group of "programmers".

These three users are a refinement of the target group "programmers". The degree of refinement, we can probably analyze the relative quality of these three users, combined with the KANO model, the programmer inn can provide differentiated services to these three types of users.

In addition to the above mentioned flow thinking, brand thinking, competitive thinking, business thinking, revenue thinking, strategic thinking and user thinking of the seven basic thinking, the following three ways of thinking for Internet operators is also quite important.

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Diffuse thinking

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Diffuse thinking means starting from a single point and expanding your thinking to ultimately produce more than one solution, rather than a single solution.

For example, how many ways can you come up with the number of registered users that the site would have if it had pulled recently?

A says, we could have users invite users, and each successful invitation would bring a reward to the invitee.

B says, My idea is similar to A's, but it's not just the successful invitees that get rewarded, but new entrants as well.

C said, I think we can have a variety of options, do invitation campaigns for existing users, registration incentives for potentially interested users, we can also set up some obstacles, so that the user's permission is lowered without completing the registration, can not be able to carry out some operations, but this needs to be supported by the product, and if the product is willing to support it, we can also remind the product in all aspects of the use of the product Users to complete the registration, and finally the best and the product to see if the existing registration process can be optimized to improve the efficiency of the user to complete the registration, we can even use the pre-registration, for each user to enter the user to retain an ID, the user only need to fill in the nicknames and set the password to complete the registration and get rewards.

C's way of thinking is divergent thinking.

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Reverse Thinking

Reverse Thinking is a type of thinking that reverses cause and effect, where the result can be deduced from the cause, and in turn the cause can be deduced from the result.

As an example, the churn rate of the website is a bit high lately, what's the best way to do it operationally?

A says, we can run a recovery campaign for churned users and give them some incentives.

B said, I don't have any idea, I can only promote other users who didn't churn to be active and promote retention.

C said, let's first look at what type of users the churned users are, whether they have the ****same points, find out why they churned, and then remove these factors, and then design a campaign to specifically target the churned users. As for the campaign, we can start by giving some gifts or informing them that the previous obstacles are no longer there to see if they are willing to return.

C's way of thinking is backwards.

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Structured thinking

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Structured thinking is a system-level way of thinking, which typically does not use case by case solutions that treat the headache and the foot, but rather aggregates and lets the system solve all similar problems.

As an example, the boss wants to speed up the frequency of campaign operations, ideally with daily website activity, so what to do?

A says, add developers and designers, let's design more campaigns and have a new campaign go live every day.

B said, we can categorize the activities and solve the design problem through templates, one set of program can run multiple activities at the same time.

C said, we can look at our current operational goals, as well as user behavioral data, and see if we can make a set of tools out of it that will help us get campaigns online quickly.