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5个步骤,教你构建运营知识体系

2020年4月15日 1920点热度 0人点赞 35条评论

运营的知识体系:通过工具建立对运营的系统认知并不断完善。进行运营知识的收集、消化吸收和创新的过程。其中运营模块大致分别:内容运营、用户运营、推广运营。如何能快速的掌握构建其中某个模块的知识体系喃?

第一步:定位所处阶段

所学专业、生活背景、从业经验,都会导致运营从业者的基本素质和专业技能有差别,其中基本素质是指个人的能力体现,包含了基础项和关键项,如:知识管理、时间管理、办公技能等属于基础能力的体现,逻辑能力、市场分析、领导力等等属于关键素质的体现。

专业技能包含了运营能力和产品能力,体现的是岗位的专业度。运营能力的评估要素有数据分析、运营方案、内容管理等;产品能力如市场分析、用户分析、产品规划等。

具体怎么理解喃?

准备入职场的应届生在面试时,hr重点考察的是能力项:基本素质。会重点观察入职者的知识构造、方法论以及处事方式等;职场1-2年后再面试,hr重点考察的则是专业技能,是否可以承担某个模块的工作。

那么大家可以比对下图,来对自己做一个定位,看自己在哪个阶段。

第二步:定位下一个阶段所需核心能力

拿我自己来举例子吧,运营岗工作有5年,是团队骨干,在自我评估是填的是P3-骨干。

在基本素质上,基础能力不错,在关键素质上,尤其是领导力、战略规划上欠缺,因为日常工作都是其中的几个模块,没有特意培养自己的视野,还处于战术层面,无法站在产品高度看问题。

在专业技能上,日常工作上侧重原创、热点以及活动,故在运营能力上有深入理解,但由于产品有强大的垄断优势,缺少市场分析能力。

总结:在从骨干到专家的提升空间上,需要着重提升领导力以及产品能力,让自己在战略视角上看待问题。

第三步:定位具体能力下面的知识树

我们选一个比较容易理解的模块来举例子,运营工作中分内容运营、用户运营、推广运营,那我们拿门槛比较低的推广运营来分解知识树。

当我们在推广的时候,首先要解决什么问题?

  1. 用户:长什么样子?
  2. 流量从哪儿来?
  3. 怎么从这些地方获取到用户?

1. 用户:长什么样子?

目标用户分析:对用户画像的描述、用户所在市场分析、用户分类、用户使用场景、核心用户的需求;

2. 流量从哪儿来?

(1)线上推广:常见的线上公域流量池有百度、淘宝、微信、微博,其中百度分为付费的SEM,免费的如SEO、百度文库、百度知道……;微信分为公众号、朋友圈付费广告、朋友圈H5活动、微信群。

(2)线下推广:学校、医院、写字楼。

第四步:整理信息,开枝散叶

1. 学习利用工具

FEEDLY、印象笔记、Pocket、搜索……

2. 有用的信息来源是?

一切有价值的信息都是人记录的。

所以信息存在滞后性,要知道90%的人赚钱的方式都是利用信息的不平等。所以关于行业的潜规则需要利用与“人”交流获得。

  • 来源1:人,人与人之间的交流
  • 来源2:检索,互联网或者图书馆的检索
  • 来源3:自己,自己的观察与经验总结

3. 一些搜索的小方法

  • 引号:完全匹配搜索
  • 减号:减号代表搜索不包含减号后面的词的页面。
  • 星号:星号*是常用的通配符,也可以用在搜索中
  • inurl:inurl: 指令用于搜索查询词出现在url 中的页面。
  • inanchor:指令返回的结果是导入链接锚文字中包含搜索词的页面。
  • intitle:指令返回的是页面title 中包含关键词的页面。
  • allintitle搜索返回的是页面标题中包含多组关键词的文件。
  • allinurl:与allintitle: 类似。
  • filetype:用于搜索特定文件格式。
  • site:用来搜索某个域名下的所有文件。
  • related:返回的结果是与某个网站有关联的页面。

4. 整理

学习和整合资料的过程就是要进一步把资料读少,在读和学的过程中不断的剔除掉垃圾和无价值的资料。资料的分类管理是第一步,但远远不够,做第二次过滤需要对每个资料都进行泛读,通过泛读对资料的价值和优先级进行排序,以确定后期学习的计划和学习的重点。

第五步:实践输出

  • 输出1:打造一个微博、微信账号;
  • 输出2:在实际的运营过程中运用;
  • 输出3:学会总结工作当中的问题,并试着回答;
  • 输出4:结合实践工作重新思考之后的总结,创造新的玩法……

具体输出可以从以上几项来选择,或者选择公司内部培训、知乎平台、沙龙分享等等。

标签: 活动策划 社群经济 社群运营
最后更新:2020年4月15日

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财神道(www.130510.com),小人物的财务自由之路 · 体验 · 体系,专注探索创业小项目,小本创业,在家创业,网络创业,创业开店的一路走来经验与经历,分享交流实践方法论,少走弯路,少入坑。

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