How to build a website operation team
Source: Shangpin China |
Type: website encyclopedia |
Time: September 3, 2013
In how to build Website construction On the operation team, I will first talk about website operation. In terms of the deep level of website operation, he is born with three seemingly simple but actually not simple characteristics of systematicness, professionalism and durability, which also determines the composition of the operation team. To put it bluntly, without the above three points, it is impossible to operate a website well, and the website is going downhill at the beginning. On how to construct the website construction and operation team, I first want to talk about the work site operation. Web site operators from the deep, he was born with a systematic, professional, persistent three seemingly simple but characteristic is not simple, and also decided the operations team. Don't hesitate to say, do not have the above three points, it is not possible to operate a website very well, site is the beginning of the downhill.
I once contacted an e-commerce website in the wine industry. Of course, there were also e-commerce websites for wine before him, but this wine website gave me a shock. The website traffic basically comes from bidding promotion, and the conversion rate tends to zero. The website operation indicators are appalling. When I asked why this was the case, I was the first to find the problem: several teams have done it, but do not know what the website operation is? I have contacted the e-commerce site, is a wine industry, of course, before he is the electronic commerce website of wine, but the wine website I bring is a kind of shock. Website traffic basic from the bidding promotion, conversion rate tends to 0, the site operation index too horrible to look at. When I asked why this is so, I first discovered the problem: a few team down, but do not know the website operation for what?
Taking a closer look at this team, the basic setup is very comprehensive. The promotion department, planning department, editorial department, and customer service department have basically allocated all the personnel needed by the operation team, but the website performance is still very poor, which has to be thought deeply. Returning to this wine website, the staff of the promotion department only know the basic external chain, keyword optimization and bidding SEO marketing website construction It is also a little knowledge; The Planning Department plans at most some micro blogs and online activities, but the response is not great, and the page planning is basically unknown; The editorial department publishes less articles every day than the editor of a local news portal, and articles are hardly included; The customer service department is out of touch with the marketing department and cannot communicate with customers freely. How can such a ragtag crowd take charge of the operation of a website? So how should we build teams and command them? Look at the team, the basic setup is complete, the promotion department, planning department, editorial department, customer service department, will be the basic operation team of personnel required to complete, but the site performance is still very poor, which forced people to ponder. Back to the red website, promotion department personnel only understand basic chain, keyword optimization and bidding, the SEO marketing type website construction also have a superficial knowledge of planning; planning department up some micro-blog, online activities, not the page response, planning the don't understand; Editorial Department of journal articles published every day as a local news portal edit too much, the article is almost not included; customer service department is out of touch with the state of the marketing department, and customer communication cannot be applied easily. How can such a motley crew, how to undertake a website operation? How to build a team, how to control?
Professional quality should be excellent and able to play an independent role.
Professional quality to be perfect, can take charge as chief of.
Not long ago, I contacted a new station specializing in design industry. At first, the project was also done for three years without success. Although the new business model was proposed after revision, the first problem for the operation director was how the sales team sold the products of an unknown new station. The operation director of this battle has found two front-line telemarketing managers through headhunting and channels. Their quality is very comprehensive. When they took over the website product sales, they withstood the pressure and used their professional skills and quality to complete the business plan in one month, making the website achieve a breakthrough of 0. Not long ago I met a new, specialized design industry. At first, this project is also done for three years, no gains, although after revision, the new business model, but for the director to say, the first problem is the sales team to an unknown new product sales. The director of operations through the headhunting and channels dug up two first-line telephone marketing manager, quality is very comprehensive, when the next hand website product sales, has withstood the pressure, to use their professional skills and qualities, completed a business plan in a month, the network achieves 0 breakthrough.
Entrepreneurship itself is a very difficult process, but for a website that is half dead and half alive, the pressure faced by the operation and sales personnel can be imagined. The inexperienced staff should never be used rashly, can't be independent, and can't give tasks. Although the requirements are very strict, there are people like this, and the managers need to constantly explore and know people well. Entrepreneurship is a very difficult process, but for a half-dead website, for operation and sales personnel, one can imagine the pressure. No experience of the employees shall not rashly use, not able to take charge as chief of, also cannot give the task, although is very demanding requirements, but such people, managers need continuous mining and know, employers do not suspect suspect not.
Keep the team stable and recommend team building.
Keep the team stable, solid and recommended that the team construction.
There used to be a website where the framework of the operation team was often revised by managers. At first, six product departments were downsized into three business departments, which was supposed to be stable. But within three months, the operation team was transformed again, and the original product departments were separated again, in an independent state. In one year, the operation team experienced four shocks, The most surprising thing is that every time the operation team changes, except for the product manager, the employees who experience team changes are new faces. Such a shock has caused a lot of disputes and overstaffing. There was such a website, the operation team framework is often managers are revised, originally had six products department downsizing for the three division, the thought that can be stabilized, but not three months, operation team and was modified, the original product department and are separated, in independent state within a year, the operation team, experienced the four shock, the most amazing thing is, every time you change the operation team, in addition to product manager will be surprised, experienced team of staff are new faces change. Such a shock, soldiers do not know will, will not soldiers, preparation of chaos, resulting in a large number of disputes and more personnel than work available phenomenon.
The most direct reason for the shock of the operation team is that there are overlapping areas in the work. You can manage it, he can also manage it, and often it will not matter in the end. The change of the operation team structure aims to optimize resources and improve the team. However, frequent changes and changes will lead to work vacuum areas, team confusion and panic, as well as the loss and departure of personnel. The innovation and structural change of the operation team should have one principle and premise: the team needs a new tempering opportunity to complete the set goals; The management changes normally and new blood is needed; It conforms to the fundamental interests of interest groups. The operation team of vibration, is the most direct cause work overlap area, you can also tube, he can also tube, often end up no matter. The operation team schema changes, its purpose is to optimize the resources, promote team, but is frequent change and change, will appear vacuum region, confused panic and team personnel and run away. The operation team in innovation and architecture, to have a principle and premise: a team to reach the target, the need for a new training opportunities; management of normal change, need new blood joins conforms to the fundamental interest group.
When facing the role of team culture objectively, we cannot ignore the interest mechanism.
Facing the team culture objective role can not be ignored, the interest mechanism.
Here I talked about two issues, team culture and interest mechanism. Why must we talk together? Because in team building, benefit sharing is an indispensable project of team culture, and of course, other cultures also need to exist. Here I talk about two issues, team culture and interest mechanism. Why must it be talking about? Because in team construction, benefit sharing is a team culture indispensable items, of course, also need other cultural existence.
Speaking of this, I still take the wine website as an example. At the beginning of the establishment of this team, although relying on the financial support of the parent company, they can live a life of dignity and carefree. However, in the process of in-depth understanding of the website, this habit led the team to have a sense of superiority from top to bottom. There was a sick state of exaggeration, fraud and overstaffing from top to bottom. In addition to the reason of the management, it is the negative effect of team culture. Talking about this, I was as an example to red. The team was first established, while relying on the parent company financial support, can live a life of provide for oneself and live comfortably, be light of heart from care. But understanding the process at the site, this habit that the team from top to bottom, have a sense of superiority, and the exaggerated, false, more personnel than work available sick. Investigate its reason, besides the reason of management, that is the negative effect of the team culture.
I have carefully read the team's more than 100 page corporate culture of inheriting the parent company. Its culture uses a large number of core Confucian cultural concepts, which is undoubtedly a constraint on such a young team. Those who like history know that it depends on Confucianism to govern the world, and on Legalists in troubled times. Entrepreneurial teams or start-ups need a bloody culture, more precisely, stimulation. We should not use such a mature cultural system for team consolidation in such a team. More importantly, the mechanism is used to restrict the team. I have read carefully the team inherited the parent company covers more than 100 pages of corporate culture, the culture of using a large number of Confucian culture, for such a young team is a bound. Like historical friends all know, just rely on the Confucian, Legalist gone by. Entrepreneurial team or start-up team need is blood culture, more specifically stimulate. Should not be so mature, for the consolidation of team culture system for this team. More is the mechanism for the team constraint.
Once, the operation director of a start-up website asked two account managers, "What do you want to do most this week?"? The customer manager replied: Weekend! The director asked: Do you really want to take weekends? The manager said: I want to have a weekend. The director said, "Give me a goal, and if I reach it, I will have a weekend!"! Although the final result was that the customer manager did not reach the goal and got a two-day break, the performance of that week was very good. The role of interest mechanism can be seen from the side. There was once a web start-up operations director asked two customer manager, what would you most like to do this week? Customer manager replied: double cease! Director: really want to rest manager said: I want to rest?. Director said, give me a target, achieve the double cease! Although the final result is not achieved the goal customer manager get weekends, but the week's performance is very good. See from the perspective of the interest mechanism.
It is rare to write benefit sharing into the team culture, but it is more unrealistic fantasy and empty talk, such as both prosperity and loss. The precipitation of team culture is also condensed by such mundane things as interest mechanism and gambling. No team or company was founded with the goal of serving the country and patriotism. They just want to make more money. Few of the benefit sharing writing team culture, but unrealistic fantasy and talk is more a loss, such as. The team culture of precipitation is also used in the benefit mechanism and gambling on this very worldly things concise. None of the team or company start-ups is with practical, patriotic patriotic goals, they are just to make more money.
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