如何構(gòu)建一個(gè)網(wǎng)站運(yùn)營團(tuán)隊(duì)

在如何構(gòu)建網(wǎng)站建設(shè)運(yùn)營團(tuán)隊(duì)上，我首先要談下一下網(wǎng)站運(yùn)營這個(gè)工作。網(wǎng)站運(yùn)營從深層次來說，他天生就具有系統(tǒng)性、專業(yè)技術(shù)性、持久性三個(gè)看似簡單其實(shí)不 簡單的特征，從而也就決定了運(yùn)營團(tuán)隊(duì)的構(gòu)成。不客氣地說，不具備上述三點(diǎn)，就不可能把一個(gè)網(wǎng)站運(yùn)營的很出色，網(wǎng)站一開始就是在走下坡路。
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.
我曾經(jīng)接觸過一個(gè)紅酒行業(yè)的電子商務(wù)網(wǎng)站，當(dāng)然了，在他之前也是有酒類的電子商務(wù)網(wǎng)站的，但是這個(gè)紅酒網(wǎng)站帶給我的卻是一種震撼。網(wǎng)站流量基本來自 于競價(jià)推廣，轉(zhuǎn)化率趨向于0，各項(xiàng)網(wǎng)站運(yùn)營指標(biāo)慘不忍睹。當(dāng)我問及為什么會(huì)是這樣的時(shí)候，我率先發(fā)現(xiàn)了問題：幾任團(tuán)隊(duì)做下來，卻不知道網(wǎng)站運(yùn)營為何物?
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?
細(xì)看這個(gè)團(tuán)隊(duì)，基本設(shè)置非常全面，推廣部、策劃部、編輯部、客服部，基本將運(yùn)營團(tuán)隊(duì)所需要的人員配齊了，但是網(wǎng)站成績依舊很差，這不得不讓人深思。 回到這個(gè)紅酒網(wǎng)站，推廣部的人員只懂得基本的外鏈、關(guān)鍵詞優(yōu)化和競價(jià)，對SEO營銷型網(wǎng)站建設(shè)也是一知半解;策劃部最多策劃一些微博、線上活動(dòng)，反響卻不大，頁面策劃基 本不了解;編輯部每天發(fā)布的文章還不如一個(gè)地方新聞門戶的編輯發(fā)得多，文章幾乎不被收錄;客服部處于與營銷部門的脫節(jié)狀態(tài)，與客戶溝通不能應(yīng)用自如。試問 這樣的烏合之眾，如何擔(dān)負(fù)起一個(gè)網(wǎng)站的運(yùn)營呢?那么應(yīng)該如何建隊(duì)，如何統(tǒng)御呢?
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?
專業(yè)素質(zhì)要過硬，能夠獨(dú)當(dāng)一面。
Professional quality to be perfect, can take charge as chief of.
前不久我接觸了一個(gè)新站，專門做設(shè)計(jì)產(chǎn)業(yè)。起初這個(gè)項(xiàng)目也是做了長達(dá)三年之久，沒有斬獲，雖然經(jīng)過改版，提出了新的商業(yè)模式，但是對于運(yùn)營總監(jiān)來 說，第一個(gè)難題就是銷售團(tuán)隊(duì)如何把一個(gè)不知名的新站的產(chǎn)品銷售出去。此戰(zhàn)的運(yùn)營總監(jiān)通過獵頭和渠道挖到了兩個(gè)身處一線的電話營銷經(jīng)理，素質(zhì)非常全面，當(dāng)接 手了網(wǎng)站產(chǎn)品銷售時(shí)，經(jīng)受住了壓力，利用自身專業(yè)技能和素質(zhì)，在一個(gè)月能完成了業(yè)務(wù)計(jì)劃，使網(wǎng)站實(shí)現(xiàn)了0的突破。
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.
創(chuàng)業(yè)本身就是一個(gè)很艱難的過程，但是對于一個(gè)處于半死不活的網(wǎng)站，對于運(yùn)營和銷售人員來說，面臨的壓力可想而知。沒有經(jīng)驗(yàn)的員工斷不可貿(mào)然使用，不 能夠獨(dú)當(dāng)一面，也不能給與任務(wù)，雖然要求的很苛刻，但是這樣的人大有人在，需要管理者不斷的挖掘和知人善任，用人不疑疑人不用。
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.
保持團(tuán)隊(duì)穩(wěn)定，扎實(shí)推薦團(tuán)隊(duì)建設(shè)。
Keep the team stable, solid and recommended that the team construction.
曾經(jīng)有這樣的一個(gè)網(wǎng)站，運(yùn)營團(tuán)隊(duì)框架時(shí)常被管理者進(jìn)行修訂，最初有六個(gè)產(chǎn)品部門縮編為三個(gè)事業(yè)部，本以為就可以穩(wěn)定下來了，但是不出三個(gè)月，運(yùn)營團(tuán) 隊(duì)又被改造，原有的產(chǎn)品部門又被分離，處于獨(dú)立狀態(tài)，一年之中，運(yùn)營團(tuán)隊(duì)就經(jīng)歷了四次震動(dòng)，最令人驚奇的是，每次改變運(yùn)營團(tuán)隊(duì)，除了產(chǎn)品經(jīng)理會(huì)驚訝一下， 經(jīng)歷團(tuán)隊(duì)改變的員工都是新面孔。這樣的震動(dòng)，兵不識將，將不識兵，編制混亂，造成了大量的扯皮和人浮于事的現(xiàn)象。
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.
運(yùn)營團(tuán)隊(duì)的震動(dòng)，最直接的就是導(dǎo)致工作出現(xiàn)重疊區(qū)，你也可以管、他也可以管，往往最終不管。運(yùn)營團(tuán)隊(duì)架構(gòu)的變動(dòng)，其目的在于優(yōu)化資源，提升團(tuán)隊(duì)，但 是頻繁的變動(dòng)和更改，就會(huì)出現(xiàn)工作真空區(qū)域、團(tuán)隊(duì)混亂慌張以及人員的流失和出走。運(yùn)營團(tuán)隊(duì)的革新和架構(gòu)變動(dòng)，要有一個(gè)原則和前提：團(tuán)隊(duì)完成既定目標(biāo)，需要 一個(gè)新的錘煉機(jī)會(huì);管理層正常變動(dòng)，需要新的血液加入;符合利益集團(tuán)根本利益。
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.
客觀面對團(tuán)隊(duì)文化的作用，不可忽視利益機(jī)制。
Facing the team culture objective role can not be ignored, the interest mechanism.
在這里我談到了兩個(gè)問題，團(tuán)隊(duì)文化和利益機(jī)制。為什么一定是一起談呢?因?yàn)樵趫F(tuán)隊(duì)構(gòu)建中，利益共享是一種團(tuán)隊(duì)文化不可缺少的項(xiàng)目，當(dāng)然還需要其他的文化的存在。
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.
談及至此，我還是以紅酒網(wǎng)站為例。這個(gè)團(tuán)隊(duì)成立之初，雖然依靠著母公司財(cái)力的支持，可以過著養(yǎng)尊處優(yōu)的生活，無憂無慮。但在對著網(wǎng)站的深入了解過程 中，這種習(xí)慣導(dǎo)致這個(gè)團(tuán)隊(duì)從上至下都有一種優(yōu)越感， 上上下下出現(xiàn)了浮夸、做假、人浮于事的病態(tài)。究其原因，除了管理層的原因外，那便是團(tuán)隊(duì)文化的消極作用。
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.
我曾仔細(xì)的閱讀了該團(tuán)隊(duì)繼承母公司的厚達(dá)100多頁的企業(yè)文化，其文化利用了大量的儒家核心文化理念，對這樣的年輕團(tuán)隊(duì)無疑是一種束縛。喜歡歷史的 朋友都知道，治世靠儒家，亂世靠法家。創(chuàng)業(yè)團(tuán)隊(duì)或者是初創(chuàng)團(tuán)隊(duì)需要的是血性的文化，更確切的是刺激。不應(yīng)該把這樣比較成熟的、用于鞏固團(tuán)隊(duì)的文化制度用于 這樣的團(tuán)隊(duì)的。更多的是用機(jī)制來進(jìn)行對團(tuán)隊(duì)的約束。
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.
曾經(jīng)有一個(gè)初創(chuàng)網(wǎng)站的運(yùn)營總監(jiān)問兩位客戶經(jīng)理，這個(gè)星期你最想干什么?客戶經(jīng)理回答說：雙休!總監(jiān)問：真的想雙休?經(jīng)理說：狠想雙休?？偙O(jiān)說，給我 一個(gè)目標(biāo)，達(dá)到了就雙休!雖然最后的結(jié)果是客戶經(jīng)理沒有達(dá)目標(biāo)得到雙休，但是那個(gè)星期的業(yè)績是非常好的。從側(cè)面看出了利益機(jī)制的作用。
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.
很少有把利益共享寫入團(tuán)隊(duì)文化的，但是卻是更多的一榮俱榮、一損俱損之類的不切實(shí)際的空想和空談。團(tuán)隊(duì)文化的沉淀也多是用利益機(jī)制和對賭這樣很世俗的東西凝練出來的。沒有那個(gè)團(tuán)隊(duì)或是公司剛剛初創(chuàng)時(shí)就是懷著經(jīng)世致用、報(bào)國愛國的目標(biāo)的，他們僅僅是為了多賺錢而已。
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.