Morphe’s Business Insights via Twitter
Mentionmapp is an analytical tool that allows you to connect to Twitter and view a visual map of your own or another user's network. The visual map created highlights key hashtags and connections associated with the particular account searched. Mentionmapp is a great tool to use for brands when looking for data on their competitors. For example, a visual map can help you track what hashtags your competitors are using, how widely they are being used, and what type of users are frequently using them. The Mentionmapp pictured below is an analysis of Morphe, a beauty retail store specializing in professional-grade makeup brushes and formulas.
The map above displays the top five mentioned Twitter accounts by Morphe as well as the two most used hashtags. The user profiles highlighted in blue represent the top five accounts, the profiles highlighted in gray are secondary connections to Morphe that the blue accounts have mentioned in their feed. The lines connecting them represent the number of mentions between each profile. If you hover over an account, numbers appear on each connection line showing you each mention.
Morphe’s top five mentioned accounts are Ulta Beauty (@ultabeauty), Charli D’Amelio (@charlidamelio), Dixie D’Amelio (@dixiedamelio), Lipstick Nick (@lipsticknick), and Madison Beer (@madisonbeer). As Ulta is the only retailer in the United States to sell Morphe products besides their own, it is no surprise that they mention the brand a lot. As seen below, Ulta beauty is typically mentioned by Morphe when they want to share their newest in-store launch dates.
The D’Amelio sisters and Madison Beer are three influencers who are currently collaborating with Morphe. Madison Beer currently has the most mentions from Morphe as the Madison Beer x Morphe Collection just recently launched. The tweets mentioning Madison Beer are all related to the collection letting followers see behind the scenes and example makeup looks that could be created with her collection. In the image shown below of the tweets between Morphe and Madison Beer, you will also see the mention of @lipsticknick. Lipstick Nick otherwise known as Nicole Faulkner is the Global Director of Artistry for Morphe. She is mentioned by the account above multiple times alone and in conjunction with Madison Beer and the D’Amelio sisters as credit for the jaw-dropping makeup looks that she creates. Lipstick Nick has done makeup looks for both campaigns containing Madison Beer and the D’Amelio sisters.
It is no surprise to see the D’Amelio sisters in Morphe’s top five mentions as they are the faces of their new venture Morphe 2. Morphe 2 is Morphe’s new line of makeup that is full of light and multipurpose makeup to keep it simple yet stunning. The tweets mentioning the D’Amelio sisters are promoting the Morphe 2 line as well as giveaways. These tweets mentioning the D’Amelio sisters also use the hashtag #morphe2 which is their second most used hashtag. #Morphe2 has been mentioned 11 times in this analysis compared to their most-used hashtag #Morphe which has 24 mentions.
The hashtag #Morphe which is used in conjunction with brand promotion is tagged in almost every tweet. The benefit of Morphe using #Morphe allows its followers to remember the brand and operate as a community hashtag. When looking at data that Mentionmapp compiled it is easy to see how all five of their top mentions are interconnected as well as the hashtags used. I think this is a great tool for businesses to use when looking into their competitors and their top usage of hashtags and influencers. The most useful feature of this program is being able to see the tweets and not just the mentioned numbers.