如何构建一个网站运营团队

在如何构建网站建设运营团队上，我首先要谈下一下网站运营这个工作。网站运营从深层次来说，他天生就具有系统性、专业技术性、持久性三个看似简单其实不 简单的特征，从而也就决定了运营团队的构成。不客气地说，不具备上述三点，就不可能把一个网站运营的很出色，网站一开始就是在走下坡路。
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.

我曾经接触过一个红酒行业的电子商务网站，当然了，在他之前也是有酒类的电子商务网站的，但是这个红酒网站带给我的却是一种震撼。网站流量基本来自 于竞价推广，转化率趋向于0，各项网站运营指标惨不忍睹。当我问及为什么会是这样的时候，我率先发现了问题：几任团队做下来，却不知道网站运营为何物?
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?

细看这个团队，基本设置非常全面，推广部、策划部、编辑部、客服部，基本将运营团队所需要的人员配齐了，但是网站成绩依旧很差，这不得不让人深思。 回到这个红酒网站，推广部的人员只懂得基本的外链、关键词优化和竞价，对SEO营销型网站建设也是一知半解;策划部最多策划一些微博、线上活动，反响却不大，页面策划基 本不了解;编辑部每天发布的文章还不如一个地方新闻门户的编辑发得多，文章几乎不被收录;客服部处于与营销部门的脱节状态，与客户沟通不能应用自如。试问 这样的乌合之众，如何担负起一个网站的运营呢?那么应该如何建队，如何统御呢?
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?

专业素质要过硬，能够独当一面。
Professional quality to be perfect, can take charge as chief of.

前不久我接触了一个新站，专门做设计产业。起初这个项目也是做了长达三年之久，没有斩获，虽然经过改版，提出了新的商业模式，但是对于运营总监来 说，第一个难题就是销售团队如何把一个不知名的新站的产品销售出去。此战的运营总监通过猎头和渠道挖到了两个身处一线的电话营销经理，素质非常全面，当接 手了网站产品销售时，经受住了压力，利用自身专业技能和素质，在一个月能完成了业务计划，使网站实现了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.

创业本身就是一个很艰难的过程，但是对于一个处于半死不活的网站，对于运营和销售人员来说，面临的压力可想而知。没有经验的员工断不可贸然使用，不 能够独当一面，也不能给与任务，虽然要求的很苛刻，但是这样的人大有人在，需要管理者不断的挖掘和知人善任，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.

保持团队稳定，扎实推荐团队建设。
Keep the team stable, solid and recommended that the team construction.

曾经有这样的一个网站，运营团队框架时常被管理者进行修订，最初有六个产品部门缩编为三个事业部，本以为就可以稳定下来了，但是不出三个月，运营团 队又被改造，原有的产品部门又被分离，处于独立状态，一年之中，运营团队就经历了四次震动，最令人惊奇的是，每次改变运营团队，除了产品经理会惊讶一下， 经历团队改变的员工都是新面孔。这样的震动，兵不识将，将不识兵，编制混乱，造成了大量的扯皮和人浮于事的现象。
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.

运营团队的震动，最直接的就是导致工作出现重叠区，你也可以管、他也可以管，往往最终不管。运营团队架构的变动，其目的在于优化资源，提升团队，但 是频繁的变动和更改，就会出现工作真空区域、团队混乱慌张以及人员的流失和出走。运营团队的革新和架构变动，要有一个原则和前提：团队完成既定目标，需要 一个新的锤炼机会;管理层正常变动，需要新的血液加入;符合利益集团根本利益。
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.

客观面对团队文化的作用，不可忽视利益机制。
Facing the team culture objective role can not be ignored, the interest mechanism.

在这里我谈到了两个问题，团队文化和利益机制。为什么一定是一起谈呢?因为在团队构建中，利益共享是一种团队文化不可缺少的项目，当然还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.

谈及至此，我还是以红酒网站为例。这个团队成立之初，虽然依靠着母公司财力的支持，可以过着养尊处优的生活，无忧无虑。但在对着网站的深入了解过程 中，这种习惯导致这个团队从上至下都有一种优越感， 上上下下出现了浮夸、做假、人浮于事的病态。究其原因，除了管理层的原因外，那便是团队文化的消极作用。
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.

我曾仔细的阅读了该团队继承母公司的厚达100多页的企业文化，其文化利用了大量的儒家核心文化理念，对这样的年轻团队无疑是一种束缚。喜欢历史的 朋友都知道，治世靠儒家，乱世靠法家。创业团队或者是初创团队需要的是血性的文化，更确切的是刺激。不应该把这样比较成熟的、用于巩固团队的文化制度用于 这样的团队的。更多的是用机制来进行对团队的约束。
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.

曾经有一个初创网站的运营总监问两位客户经理，这个星期你最想干什么?客户经理回答说：双休!总监问：真的想双休?经理说：狠想双休。总监说，给我 一个目标，达到了就双休!虽然最后的结果是客户经理没有达目标得到双休，但是那个星期的业绩是非常好的。从侧面看出了利益机制的作用。
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.

很少有把利益共享写入团队文化的，但是却是更多的一荣俱荣、一损俱损之类的不切实际的空想和空谈。团队文化的沉淀也多是用利益机制和对赌这样很世俗的东西凝练出来的。没有那个团队或是公司刚刚初创时就是怀着经世致用、报国爱国的目标的，他们仅仅是为了多赚钱而已。
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.