How to make use of the estimated reach of 100 million.

Four years have passed since I belonged to NOMLAB. I usually plan and produce digital content as the main axis. I am in charge of projects such as the Oh Sadaharu Baseball Museum and the Hamamatsu Science Museum, which you can see from the NOMLAB website menu where nomlog is located.

It's been a year since the sudden corona misfortune. At NOMLAB, we output content every day, but because we belong to NOMURA Co., Ltd., whose main business is museums, exhibitions, commercial facilities, and other places that attract customers, we believe that this is an opportunity to capture the current times and create innovation. I'm here.

Today, as one example, I would like to introduce a case posted on Twitter of the Saga Prefectural Space and Science Museum (commonly known as Yumeginga), which is designated and managed by NOMURA Co., Ltd.

*For more information about Yumeginga, please refer to Mr. Nakano's article. Fumihiro Nakano's article is here

About 280,000 visitors a year to Saga Prefecture, with a population of about 800,000, and Takeo City, with a population of about 48,000.

About 283,000 people visited Yumeginga in 2018. 257,000 people in 2019 (the number of visitors decreased as the impact of corona began to appear from late February to March). The attractive exhibits that make you want to visit again and again are supported by the power of many staff. For example, thorough and safe operation of large-scale exhibitions such as "Space Cycling," where you ride a bicycle on a 4.5-meter-high wire. The facility has been popular as a facility filled with the enthusiasm and ingenuity of the staff, such as the special exhibition of the marble rolling device (commonly known as the Bikoro device), which the staff made with familiar materials, became a specialty and involved local schools.

Due to the restrictions on people-to-people exchanges during the pandemic, Yumegin has no choice but to turn a blind eye to the goal of the number of visitors.

Estimated reach of 2 posts ~100 million spread

July 2020. Two posts were made on Yumeginga's official Twitter account.

ビー玉にナットを接着した振り子で「ペンデュラムウェーブ」を作ってみました。
約1分おきにすべてが1列にそろいます。

計算でひもの長さを出しても全然綺麗にそろわず、何度も微調整をするのがとても大変で苦労したのでぜひ見てください！！！！！！ pic.twitter.com/nAf1GjEKRz

— 佐賀県立宇宙科学館《ゆめぎんが》 (@saga_space) July 12, 2020

https://twitter.com/saga_space/status/1288007484855091200?s=20&t=MHKhDitz8yIdIttcC4v4fg

Pendulum Wave's post on July 12 received 198,000 likes, 65,000 retweets,
The 3D kaleidoscope post on July 28 received 210,000 likes and 56,000 retweets. (as of January 2021)
The estimated reach (*) of the two posts is a total of 100 million. It means that "Yumeginga" has reached the user so much.

* Estimated reach
An indicator of how many users spread by posting.
Since it is calculated based on the number of followers, for example, if the target account has 1,000 followers, one post will give 1,000 reach, and two posts will give 2,000 reach.

Explosiveness of diffusion

We analyzed the posts using the SNS analysis tool “Talkwalker” (*), so we will introduce some of them.
As shown in the table below, the two posts reached many people through the spread of internet media and influencers.
* "Talkwalker" is calculated based on AI estimates of Twitter profile content.

●Pendulum Wave

3D kaleidoscope

The number of unique creators at the beginning of the table is the number of users who responded to Yumeginga's posts and posted them as individuals. You can see that it has spread a lot from influencers to general young people.
In addition, the combined attribute analysis of the two posts is as follows.

Further regional analysis of the posts can be found in the map below. You can see that it spread from Saga Prefecture to the Tokyo metropolitan area and to the whole world.

There's not much correlation between TV coverage and Twitter viral waves

Next, I would like to see the relationship between the number of mentions (*) of the two posts and the timing of being picked up by other media. After posting, the internet media responded first, followed by local Saga TV programs, Fukuoka and other Kyushu area TV programs, and finally nationwide coverage of the program. I showed how one post spreads to other media more and more. The graph of the number of mentions is shown below, but it can be seen that even if it was featured in a TV program, it did not affect the ripple effect on the Twitter side. (See graph 8/19 below)

* Number of mentions
An index to see how many times the target keyword is mentioned in SNS (≒whether it is exciting). Calculated by counting the number of posts containing the target keyword.

However, while the TV exposure had no effect on Twitter, it did lead to an increase in subscribers on YouTube. In other words, we can see that WEB media has media characteristics that spread to TV.

Is the number of visitors the only goal?

Until now, the number of visitors and the sales at the place were the most important values and goals for facilities that attract customers.
Considering that the world will continue to move while the corona crisis will continue for some time to come, is it really okay to leave things as they are now?

I heard from the staff of the museum that this case was completely unexpected because it was just a random posting on Twitter about the museum's activities, value transmission, and part of its mission in the community. However, the value of “Yumeginga” has been conveyed to people all over the world, not just all over Japan. In other words, by making good use of WEB media, it will prove that we can convey our charm and content to unexpected users. There is no doubt that it will be an opportunity for people to turn their feet to "Yumeginga".

Focusing on this phenomenon, we believe that we, who are in the business of attracting customers, should continue to discuss the possibility of integrating the real and the digital. In this event, I just picked up the ripples and numbers of Twitter posts, but I think that we should face the ripples and possibilities that spread from there and take on new challenges.

If you think about it, it is not only the number of visitors and sales from the space that attracts customers, but also the creation of an integrated business design that leads to the transmission of value at various touch points and the generation of sales with new approaches. , I would like to expect that it will receive the appropriate evaluation and lead to next-generation business, and I think that we should play a part in it.