Product manager VS product operation, cognitive solution and integration cultivation

Regarding product managers and product operations, many related practitioners have doubts and even prejudice about their jobs. The author of this article shared his understanding of these two positions. Recommended product managers and small partners of product operations to read, I hope to help you after reading.

During my product career, I have done products, operations, and also brought products and operation teams at the same time. For so many years of work, I have always received doubts, or even prejudice from product managers and product operation students to understand their respective jobs. Therefore, I specially write articles and talk about my understanding. It is applicable to product managers and product operation students.

1. Product manager vs product operation cognitive doubt

Should the product manager do business? Product managers mainly do the functions, and others are handed over to operations. The product manager is to do demand, and value conversion must be operated. User feedback and data statistical analysis are all operations. Only doing planning is a product, and operation is not a product. The product manager is more promising and wants to transfer to the product from the operation. Product operation is more interesting, do you want to learn and operate. ... I have received all kinds of problems, my views: In a broader understanding, product managers (some places are also called product planning) and product operations are product managers. The division of labor is different, there are no high and low, no good difference, they are all product people.

Product managers and product operations are promising, provided that you do it well in the corresponding position. Excellent product managers can also be very good cross -border to product operations. Excellent product operation can also cross the work manager's work.

Conversely, if your own positions are not good enough and deep enough, it may not be good after transferring to post. After all, the product people are eating comprehensive strength. This comprehensive strength is applicable to planning and operation.

Do products, do n’t draw the boundaries for yourself. This is the planning function, that is the operating function, this is what I do, that is not what I do, this thinking is self -restriction. Encourage product managers to do operations, and also encourage product operations to integrate product thinking into their own operations.

2. The value of product manager and product operation value focuses on

The product manager is a shipbuilding. He is responsible for defining, planning, and design from 0 to 1 from 0 to 1 to build with the team to determine the passenger group, target direction, key sea areas, ship types, functional utility, etc. from 1 from 1. The process of 100 makes the ship more and more complete, characteristic, comfortable and stable.

The product operation continues to operate after the ship, responsible for making the ship have more passengers, load more goods, sail farther, wider, reach more docks, mobilize appropriate transportation, and have greater prestige. Attract more customer groups.

These two characters are indispensable for the survival and success of the product. When the ship is made, there is no room for operation, there will be no space, no results. If the ship is not good, there is defects or unpretentious, it is difficult to work for operations. The two complement each other and promote each other to have their own sea scenery.

At the same time, in the face of unpredictable environmental changes, you must learn to respond in time, the transformation of the ship, the adjustment of the order, the change of the navigation ideas, the product manager and product operation must understand and discuss each other, and the pace can be further allowed to go further. Carrying yourself and go further.

In short, the two positions are the left and right arm of the product, which is indispensable, which is equally important.

3. Product manager vs product operation integration cultivation cultivation

For more systematic professional ability training, I have written in the article "Product Manager's iceberg ability model" (this ability model is also applicable to product managers and product operation positions). This time I mainly introduce what the product manager can do in the operating position, and how the operating students can enter the product perspective.

The direction of product operation will be: user operation, version operation, activity operation, content operation, data operation, channel operation, community operation, community operation, new media operations, growth operations. For the detailed work content of these positions, there are many vertical articles. I focus on some key points of product managers and operating students.

1. User operation

Users operate, including obtaining users, maintaining users, service users, and some of them are new, live, return to return, and user portraits, user classification and layering, and so on. The scope of work in this direction is very extensive.

(1) For product manager

Don't think that there are full -time users to operate students, to maintain users for products, and they can relax in this regard. Users feedback themselves to look at first -hand information. The product feedback platform, the application market, and user base. All the information can see it by themselves, and understand the problems and suggestions in person, instead of letting the operating classmates analyze and summarize it for you. Let's analyze user portraits with operating classmates and do user analysis. Product managers must know what various core users, high -frequency users, low -frequency users, etc. are, and how their personal characteristics and behavioral characteristics are. Understand the basic user model methods, how to pull new, how to live, and how to pull back, you can do not specifically practice, but after understanding, you can help operate students more accurately find the corresponding target group and take more suitable driving measures. (2) For product operation

There are many basic tasks for user operations. Some students do not like it so much, but instead of passively accepting the assigned tasks, it is better to use the user as a natural advantageous resource. As a person closest to the user, in this process, you can cultivate your own users. Understanding and humanity understanding, such user sensitivity is the basis for making any product. In addition to using some methods and models for user analysis, we must also understand your products in depth. The positioning of the product, the various scenarios, modules, and the full process function details are familiar. They treat themselves as people who do this product, combine the product itself and user methods. It is very trivial to do user operations, and some are repetitive. We must be good at refining your own work methods. How can you automatically work for repetitive work? Increase efficiency. 2. 版本运营版本运营，主要是做版本发布，版本维护，包括写更新文案、策划应用市场截图、各大应用市场提包，应用市场搜索优化，跟进上架进度，处理上架问题，版本升级配置， Version distribution monitoring, version of version promotion, etc. Because the work content is relatively accurate and the scope is not large, it is usually done by product managers or certain types of product operations.

(1) For product manager

Don't exclude such work, don't think that doing product functions is important. There are many product thinking on the release of the version release. For example, updating copywriting, how to write more attractiveness, new users read for the first time, and what expectations will be in the reading of old users are all experiences. For example, a reasonable version upgrade configuration logic and rhythm, how to make users not feel bored, such as the effects of different versions of the distribution on product retention, and so on. (2) For product operation

Don't think that this is physical work, product release is very tested and detailed. The version operation is a good way to understand the product version of the product version. What do you do, why, what the effect is, how the product is after the product is released, and how the data starts. No one may let you pay attention to these, but if you can think from these perspectives, you are already the perspective of the product manager. And continue to follow up with the product version, extend the time, you can understand what the long -term planning and execution of a product is. 3. Event operation

Everyone has seen various product activities. The annual double eleven and 618 prosperity of the e -commerce community, the tens of billions of subsidies of Pinduoduo, the big membership promotion of the New Year at station B, the League of Legends events, WeChat can send 520 red envelopes in Valentine's Day, these large and small incidents can be Understanding is product activity.

The purpose of the operation of the event is that the data points to the relatively strong pull new, pull live, return, and revenue. There are also perceived brands, impacts, and exposure.

The form of activities is also divided into products, inside the product. For example, the participation of 618 and 10 billion subsidies needs to be completed in the product. For example, some personality tests and constellation divinations, through QR codes to H5 activities, indirectly guide users to download products.

Due to its diversity and multi -platform nature, the activity is a job with some thresholds. Creative ideas, active feasibility, activity conversion design, activity promotion and other aspects are tested.

(1) For product manager

You can take the initiative to participate in the process of event planning, and help operate students to find a better entry point related to product scenarios, creative points. Align with the classmates of the event operation, and confirm how to do activities to avoid different expectations after the event is launched. Give suggestions and help in terms of feasibility and activity research and development (if necessary). (2) For product operation

Do the activity as a product. From the beginning of activity creativity is the beginning of the product, who is the event, what is the event goal, what is the event experience, the activity design, the activity research and development, the project management, the activity of the online data, this series of actions is to create a product Essence It is just a lot of time -effective products. At this time, the operation is the product manager. Before the activity is done, I want to understand the value of this "activity product", and do not do it for activities. Because general activities require resource investment. In addition to the most basic production and research resources, there are usually funding inputs, partner linkage, etc., and try to make relevant project members recognize its value, which is easier to carry out more activities in the future. Team collaboration, resource collaboration, consistent goals, and recognition of value, these are the universal capabilities of product managers. In addition to the industry and the use of competing product analysis methods to study more activities in various industries, maybe it may be used in the future. 4. Content operation

Content operations are generally set up in content -related products. Several content operation work:

How to make users better and higher -frequency production content, such as early Zhihu big V, the content quality is high. Official self -produced and edit content, such as magazines and media products. Officially operated content, such as PMCAff's daily selection. Editing and organizing, that is, select and integrate high -quality content, such as curiosity. The management of content, such as review, standard specifications, removed on the shelves, etc. How to make the content be consumed by more people, such as exposure, push, transformation. (1) For product manager

Content product manager, in addition to doing content product framework, product logic, reading experience, it is best to understand the content itself, and the love of content is better. In contact with content producers, go to the content circle, pay more attention to popular hotspots. (2) For product operations for content operations, whether it is content sensitivity, or writing copywriting, writing articles, and editing, it should be professional standards. In addition to doing a good job of working tasks, you can also think of bigger and farther, starting with how to build a good content ecology and virtuous cycle, think about the production and consumption logic of content, and think about the long -term value of your product content. 5. Data operation

Data operation and data analysis may be the most online articles on all operations. Not much to say.

(1) For product manager

It is necessary to understand data analysis. It is not a simple look at new, daily live, retention, main function conversion, etc. It is a refined data model of a product. It can be understood by adding health, active health, channel health, commercial revenue, viscosity, use behavior, user attributes, performance and quality, etc., and can be understood. Look at more analysis of first -hand data (the original data reported by the product), instead of operating the analysis report of the classmates, and have their own data understanding. Data analysis is used to guide product optimization. It is not just analysis. Do a good job of landing and dynamic observations. (2) For product operation

Data is your own housekeeping skills, but you also learn to jump out of the data to see the product. The data sometimes deceives people. You can walk into users more and understand users through real scenes to help them digest the data correctly. 6. Channel operation

Some are also called promotion operations. Channel is the user/customer who obtains more ways for the product. One is to expand channels (free, paid), the second is to maximize the existing channels, and the third is management channel cooperation.

(1) For product manager

Generally, there is no need to pay attention to specific channel cooperation matters, but it is recommended to learn the channel gameplay and rules to know where your users come from and how. To do a good job of user health analysis of channel dimensions, high -quality channels can find ways to improve traffic input with operating students. For low quality channels, understand the reasons, and discuss countermeasures with operating students. (2) For product operation

In the same way, do a good job of refined operations. Fully penetrate the understanding of the product, find out the attention, characteristics and tone of each channel (cooperation platform), sell the product that matches the selling point to the corresponding channels, and sometimes get additional promotion. For some channel X product -level cooperation, you can fight for it and often bring a wave of traffic. 7. Community operation

Community products are strong operations products. It is important with content updates, user interaction, topic organization and precipitation, collective atmosphere centered on the plate, high -quality leader, reasonable rules design, etc. Human -central operation.

(1) For product manager

It is recommended to conceive the community framework when the mature state is good at the beginning. The iteration of subsequent products should not be tossed in the architecture to avoid the familiarity that affects the slow accumulation of the community user circle. In a simple community, I personally think that product managers can work together to do operations and let themselves bathe into the community. (2) For product operation

In terms of professionalism, he is a heavy community user. With human sense of humanity, the community is the popularity of the community, good at digging, which can attract attention, touch, and expression, and enhance the heat viscosity for the product. 8. Community operation

There are two typical types of community operations. One is to undertake users to maintain and serve. For example Questions, etc. One is for user growth or commercial appreciation, allowing users to enter the group by free or participating in activities, and then guide users to consumption transformation or further diffusion and fission.

(1) For product manager

Generally paying attention to the first type, similar to user operations, product managers should exist or even active in their own user communities, observe and understand what users are saying, even what they do, what is characteristic. This is a good way to go. The way to enter the user. Good at using user groups, product surveys, satisfaction surveys, function trial experiences, etc. can start from here. (2) For product operation

As a person closest to the user, in addition to thinking about using what these users can do, what must be done, you can also think about what product value and service value can be provided in your community. It may be specific or a spiritual level. When they have a sense of belonging to your community, and more dependent, they can keep them retaining you in a variety of life cycles. 9. New media operation

On a variety of new media platforms, organize activities, production content, editing content, and conveying your products.

(1) For product manager

Knowing what platforms your users often go to, what type of media are concerned, and they are good at promoting through new media to speak for products.

(2) For product operation

The rules of various platforms have been fingered. Text, graphic, videos, various forms of operations, each with each door. No matter which one you are good at, it is recommended not to set yourself limited, try more. In -depth understanding of products and users, combined with excellent storytelling ability, add points. 10. Growth operation

Growth operation is a new popular position in these years. In some places, there are special jobs. In some places, it may be index data operations, user operations, channel operations, and community operations. It may also be a combination of several people. The main things to do are data and strategy analysis, user behavior and layered analysis, channel promotion, fission growth, etc. Pay attention to the above. Many teams do not necessarily include these 10 operations. This is different according to product characteristics and team configuration. Sometimes a person may be responsible for multiple operating roles at the same time. Version operation, activities operation, data operation and other work.

Although the task is very large, it is worthy of the product needs and useful products. I hope to see some of your doubts about product managers and product operation work here, and give you a little new perspective. Cognitive upgrades are easier to upgrade.

Author: Summer, public account & podcast: inner heart force. BAT 10 years of products, 5 years of product and team management experience. There are rich accumulation experience in the TOC, TOB, and AI fields.

This article was originally published by @Summer. Everyone is a product manager. Reprinting is prohibited without permission.

The question map is from UNSPLASH, based on the CC0 protocol.

The point of view of this article only represents the author himself, and everyone is the product manager platform that only provides information storage space services.

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