Less than a year after its launch, how is NetEase Wugu Reading operating?

Who is NetEase Wugu Reading ? An app for reading based on time dimension.

In the past two months, Snail has held two New Year activities, which are quite interesting. So let’s take this opportunity to review NetEase Wugou Reading ’s operations in the past less than a year.

There is a lot of text, so let me first post a map.

1. Who is NetEase Wugu Reading ?

The emergence of NetEase Wugu Reading can be said to be revolutionary, because it is the first app that uses the time dimension to conduct reading. Their slogan "1 hour of free reading every day" is comparable to OPPO's "5 minutes of charging and 2 hours of talk time" in my opinion.

The main feature is that the leader and the entire audience can read for free for one hour every day.

2. Internal Operations of Snail Products

Compared with several reading products that have been launched online, such as Duokan Reading and WeChat Reading , Snail does not have an advantage in terms of the number of books.

And this is exactly the rigid demand, just like NetEase Cloud Music was criticized last year for removing a large number of songs from its shelves. If a user searches for books on Snail and finds that he cannot find what he wants after searching several times, then the probability of him uninstalling the app will be very high, which will bring a lot of negative reviews to the product.

This may also be the reason why Snail has not yet made large-scale promotions .

However, within the APP, you can still clearly see a section that guides users to invite friends to use Snail.

One is to invite friends to give each of them one day of free time

The second is the Snail's very good-looking reading note function

Basically, now when I see this picture in my circle of friends , I know it is Snail Books. For old users, the recognition is still very high, and the picture is simple enough and users are willing to share it.

3. Seed User Operation

For seed users, Snail has also worked hard.

In the early stage, we mainly worked on the community . We attracted at least a dozen people, including those in various book fields. For example, the history field is said to be very active.

At the same time, with the help of the community, we further launched the Snail Reading , inviting some big names to lead users in reading in the WeChat group . For example, there are young ladies at Ant Financial and NetEase who read hundreds of books a year.

At the end of last year, we launched a realm score, which assesses your level based on your usage time and reading time . The most important thing is that we can directly screen out core users through this. Many important employees of Snail products are also in it. By the way, I really think the people of Snail are very nice.

I had always thought that the martial arts conference was some new event, but after waiting for several months, nothing happened...

4. Two New Year Activities

In view of the New Year, Snail carried out two promotional activities.

The first one is to shake the New Year’s lottery and open the red envelope.

Attract users to participate by shaking the New Year's lottery tickets and opening red envelopes. It’s all virtual time within the app, and the cost is not high.

The rules of the event are a bit complicated, I will give you the key points:

1. There are 20 reading leaders, and you can receive their red envelopes, each of which contains a prize;
2. The prizes are random and may be: free time, snail shells, reading days redemption codes, physical books;
3. By sharing the New Year's fortune you drew, you can participate in the red envelope fission activity of the corresponding reader. If the number of fans of this reader increases to a certain level, you can get an additional reading day redemption code.

This activity includes four points:

• The first is the New Year fortune. Everyone is curious about their fortune in the new year, which is a bit like fortune-telling.
• Second, you can receive red envelopes, which increases participation;
• The third is the sense of surprise, you don’t know what you might draw;
• Fourth, guide users to actively share;

The direct result is that many readers have gained tens of thousands of followers. I don't need to say how important it is to gain followers for self-media people.

Another one is the recent activity of inviting friends to get a "time box"

Snail made a gift box, which includes a 365-day free reading card, a snail red scarf, and a snail reading manual. Super good-looking.

Users share their invitation codes and are ranked according to the number of invitations, realm points and registered usage time. If the number of people invited ranks in the top 66, they can get this "time box". However, according to the response from insiders of Snail, this activity was not organized by them to promote their products, but was a temporary activity they came up with because they had 66 extra gift boxes.

5. Snail's offline activities

Snail's offline activities are basically carried out in the form of cooperation.

2017.7

In conjunction with the comprehensive cultural brand Gongdu, we organized the "China's Most Beautiful Bookstore Week" event, and placed snail stickers in all participating bookstores. (Very nice~)

2017.10.12-12.31

Location: Exit C6 of Fengqi Road Station, the transfer station of Hangzhou Metro Line 1 and Line 2

Different from NetEase Cloud Music’s subway music reviews, NetEase Wugu Reading’s subway activities are held outside the subway. They set up an "Ideal Life Museum" which houses 100 books on loneliness selected together with the Wu Xiaobo Channel . People getting off the subway can sit down and read directly inside.

It includes the "LIFE" book list carefully selected by NetEase Wugu Reading; recommended readings by leading readers; and book reviews by readers.

There are two walls inside, which are filled with everyone's opinions on reading. If you think about it carefully, aren't these the doubts we have always had? "What is the purpose of reading?" "What do we want to gain from reading?"

6. Snail's new media operations

In new media operations, the main focus is on two micro-terminals, Weibo and WeChat .

The routines used on Weibo are still very common, and can basically achieve a stable growth in fans.

#Snail Welfare Club# mainly does user interactive lucky draws; #Snail Night Talk##Daily Sign# is a daily quote-like sentence;

On the WeChat side, people are guided to reply to the books they want to read in the menu bar and at the beginning of each article, and a half-hour trial reading of the web version is provided.

7. Several important growth nodes

I have been trying to find several reasons for the surge in Snail downloads. I thought it was an operational activity before, but after reviewing the operational activities, I think it may still rely mainly on external word-of-mouth publicity.

Especially in the App Store , the iOS version of Snail Reading has received 8 active recommendations from Apple App Store, including "2017 Annual Selection", "Local Masterpiece", "Best App of April", and "Homepage New Product Recommendation". This has greatly boosted its download volume. It basically corresponds to the time of awarding the award provided by the official.

Its download volume and WeChat index surged on March 18, May 7, and the end of December;

Awards won by snails.

The substantial growth in March was in the early stage of the product launch. At that time, Snail had already started to win various awards and attracted much attention. For example, many self-media such as the Minority began to spontaneously promote Snail Reading.

For example, the slight increase on December 22 was speculated to be due to Wandoujia ’s annual design award, which was later reported by self-media .

The review is basically over here.

The author of this article @北飞燕 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century