Influencer Marketing Optimized

 CMS (Crazy Monks of Social Media) is an unique Influencer Marketing Platform

with over 6000 Verified and Empaneled influencers across various genres and
regions.

 With CMS, Advertisers get the best ROI to their investment as CMS algorithms
short list the most suitable influencers for any campaign not based on the
number of followers but based on the engagement, geography and genre.

 At CMS we provide the advertisers with a wide range of influencers segregated

into Mega (10 M+ Followers), Macro (1 M+ Followers), Mini (500k + Followers),
Micro (100k + Followers) and Nano (Less than 100K).
 CELEBRITY VS INFLUENCER
CELEBRITY: INFLUENCER:

Celebrities are often more famous than • Influencers usually gained fame through the
influential. internet itself, whether that was through
They often have a very diverse audience with vlogging, or by producing funny or inspiring
different topics of interest. content completely focused in one genre.
They have huge reach but the engagement
• If you’re looking to target a certain type of
might be Average to Below Average. customer, then an influencer might be more
Their relationships with the individual members useful than a Celebrity.
of their followership tend to be more distant.
• Their engagement is higher compared to the
They aren’t necessarily subject matter experts
celebrities. The smaller the influencers, the
but they definitely provide a lot of reach in one more the engagement.
hit.
Having a large following, Celebrities provide • Influencers typically give you the best bang for
your buck. They have a following, but typically
brands with a notably greater reach, but at a
don't charge the same rate as those who have
very high cost. a larger following.
 CMS Network

NORTH EAST
• Celebrities: 150 • Celebrities: 120
• Influencers: 1250 • Influencers: 950

WEST SOUTH

• Celebrities: 320 • Celebrities: 410

• Influencers: 2150 • Influencers: 2750
 Some marketers believe in influencers

of our TOTAL media

19% consumption
(radio, TV, print, social media) now goes to online influencer
content

of marketers found their

92% influencer
campaigns to be “effective”
spent by brands on
$2B influencer
marketing in 2019 alone

Sources: EMV, ROI, Media Consumption

But traditional influencer is broken…

• Fake Followers or Fake Engagement

• No Advanced Targeting

• Metrics Like Impressions are Inflated and Meaningless

• One Off Programs Are Not Optimized Over Time

• Can’t Predict or Even Measure Meaningful Results

Typical Influencer Marketing
is tough to measure…
Because it’s set up with a “spray and pray” approach that isn’t optimized in real time and doesn’t differentiate between content that is great and content that is not. It
also doesn’t ensure that your content reaches people who are most likely to become buyers.

The typical influencer program looks like this:

5
CMS Is Different
We’re set up to drive real business results…
Hand selected influencers create content based on your approved brief. Then we hand score each piece of content, even looking at the comments to make sure
they are relevant to the campaign. As you’ll learn on future pages, CMS ensures that only the best content reaches your exact target audience, and we’ve
driving measurable sales lift for some of the world’s best brands.

Here’s how a CMS program works:

6
MULTI-PHASE PROGRAMS IMPROVE RESULTS

Ambassador programs allow for better, longer

optimization, increasing overall engagement
rates, content quality, and efficiency over-time.

 The best performing influencers are able to

participate in multiple phases and better
advocate for your brand

of women will not engage with influencer-created  We optimize influencers, audiences, content,
61% sponsored content if it doesn’t feel genuine and consistent
with the influencer’s social feed
ad types, platforms and targeting, leading to
improved results each month.

How Ambassador Programs work:

increase in engagement rate on sponsored contentby
400% influencers after employed an ambassador strategy
for one client CMS
 Pulse-style phases are decided upfront
 Content creation and amplification strategy is set
 Influencers are invited to work on a single phase.

reduction in cost per engagement after 8months of  Top performers are invited to longer-term, multi-phase
65% ongoing ambassador programming executed by
CMS for another client
assignments creating a 6-12 month commitment to
the influencer and earning ongoing commitment,
authenticity, and add-value from them.
Quality Influencer Audiences: qStack™
CMS qStack Rating provides quality
assurance for brands by using real Audience Authenticity
time data to inform which influencers Verified by Demographics Pro, our authenticity check uses a variety of signals including
we choose to partner with. anomalies in audience growth and engagement rates, comment quality, and audience
demographic makeups to flag suspicious activity.
Prior to going through our 8-step
vetting process, influencers must meet
or exceed benchmarks in at least two
quality check categories.
Audience Engagement
We scan every piece of content published by our influencers to determine average
Example engagement rates by channel and content type. We then compare their performance to
accounts similar in size and category to determine their level of audience engagement.

Audience Growth
A look at the follower growth (or loss) patterns on key channels for each influencer to
determine if their accounts are growing and thriving or bleeding followers – an indicator
of overall account health and follower engagement.

Above Average On Par with Category Approach with Caution Not EnoughData
Additional Influencer Criteria

CMS influencers are hand-

picked via direct engagement
by our Production Team.

We never issue opt-in

assignments as they Audience Fit Brand Fit Content Fit FTC Compliance
lead to low quality Does the influencer's Is the influencer’s tone and Would the influencer have Does this influencer
audience align with your personality a match for the cared about this even ifwe consistently adhere to FTC
influencers creating low target audience? brand? weren’t paying her? guidelines?
quality content.

Because we can see data on

our influencers’ audiences, we
can pick influencers whose
audiences over-index for key
attributes important to your
brand. But we don’t stop there.

Fake Followers Saturation Rate Non-Compete Reputation

Are there audience Is too much of the Has the influencerworked Does the influencer havea
discrepancies that indicatefake influencers’ content paid so with a competitive brand history of successful
followers/engagements? they’ve lost credibility? recently? branded partnerships?

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Content Optimization
Each piece of content in a campaign is run
through CMS’s Content Performance Index™
during each phase to optimize performance and
guide brand efforts.
Target Audience Optimization
With our Engaged Audience Profiles™, we’re able
to see attributes of the engaged audience who

Welspun
clicked on tracked links throughout a campaign.

Throughout each phase, we create custom

Lookalike Audiences who have proven to
convert as much as 2x better than traditional
targeting methods.

Lysol
These insights also tell us about the people
who were most engaged by campaign content
and most likely to respond favorably, allowing us
to adjust targeting in future phases.

Hallmark
Ad Units and Platforms Optimization
High-performing content created by
influencers is amplified beyond the
influencers’ organic reach to engage
targeted audiences.

Sample of TargetingAvailability:

• Demographics
• Locations
• Interests
• Brand Affinities
• Media Consumption
• Engaged Look-a-Likes
(Package minimums apply)

Optimization Available:

• Estimated Ad Recall
Percent of the reached audience likely to
remember the content after 48 hours

• Web Traffic
Targeted to users most likely to click-through
to consume campaign content

• Conversion
Targeted to users most likely to reach
pre-determined goal pages on brand site
Multi-channel Ad units & targeting
boosting available optimized daily
Influencer Optimization
CMS’s iStack™ ranks the performance of each influencer relative to one another in each phase, allowing brands an
apples-to-apples way to compare performance in an otherwise confusing see of results. We then engage top-performing
influencers as brand ambassadors in future phases, leading to improved overall performance.
What’s Your Objective?
TARGETED REACH WEB TRAFFIC

Fewer influencers but highly targeted true views among your As many clicks to a specific web page (owned or Amazon) as
best target audience. possible, but brand owned social accounts can’t be utilized.
Primary Objective: Targeted Reach
TARGETED REACH WEB TRAFFIC

Fewer influencers but highly targeted true views among your As many clicks to a specific web page (owned or Amazon) as
best target audience. possible, but brand owned social accounts can’t be utilized.
 Influencer content syndicated to mobile users in key “Digital Zips” – Proximity-
based targeting layered on top of propensity to buy segmentation

In an effort to build a mature and hip Influencers hosted rooftop parties and shared
perception of Haagen Dazs while driving live from sampling events around the city.
#of impressions Lift in Retail SOV Lift in restock rate sampling and sales at NYC Walgreens stores, Content with a NYC-vibe was syndicated via

14MM 148% 49% we partnered with millennial lifestyle

influencers in NYC to develop hyper-local
content inspired by the city’s celebrated
other local influencers on social channels,
neighborhood sites and via proximity
targeting to reach the right people, at the
stance on open container laws. right time.
 Influencers embraced the concept of posted original content on blogs,
Consumer Attention Lift in Mentions Pieces of Unique Unit sales lift vs. Mascara Cocktailing (layering multiple Instagram, and other social channels,all
(in minutes) Content benchmark event mascaras, each with different functions) with the call-to-action for followers to
6.3MM +68% 215 +209% to encourage the purchase of multiple
SKUs at Walgreens, while celebrating
head into their nearest Walgreens and
pick-up a variety of mascaras to create
the upcoming Mascara Day. They their own, unique mixology look.
 “With my daily busy schedule, I am constantly
looking for ways to prepare fresh meals for my
family that are not only yummy, but quick and
affordable. I also happen to be a very lazy
grocery shopper, so the fewer times I have to
run to the grocery store, the better. Thanks to
Tyson Tastemakers, I can literally grab a meal
(or 2) and go, all of its ingredients needed
being in one package!”
– Candace Hampton, The Beauty Beau

Putting together a fresh, home-cooked provide delicious, well-balanced meals

meal can be a hassle for many adults with little effort. And to ensure our
Improved Sales Performance Minutes of Attention Exceeded Industry Benchmarks who are rushing to get through the content reached the exact target
day. So we partnered with influencers demographic, top-performing content

47% 182K 600% specifically in the Dallas area to help was amplified via secondary
showcase the various ways that Tyson syndication and targeted boosting.
vs. Test Markets with 110K Engagements Tastemakers™ can help simplifylocal
grocery shopping experiences and
Primary Objective: Web Traffic
TARGETED REACH WEB TRAFFIC

Fewer influencers but highly targeted true views among your As many clicks to a specific web page (owned or Amazon) as
best target audience. possible, but brand owned social accounts can’t be utilized.
 2019 Proprietary & Confidential

“For the entire month of October, the MiaMily HIPSTER™

PLUS 3D Baby Carrier is discounted $10 buybuybaby.com! I
can promise you’ll get plenty of use out of this carrier, and I’m
so impressed with the ergonomic design for parents and baby.
I feel better knowing it prevents hip dysplasia, too. You can
shop it or add it to your registry at buybuybaby.com!”

– Lauren McBride

For new and expecting moms, finding the The crafted personal, authentic storiesthat
best product baby is no easy feat. Baby relate to their audiences’ every day lives.
Exceeded Goal By Online Sales Lift Exceeded ERBenchmark carriers in particular can have a wide variety Their stories were amplified via social shares
of confusing features so our influencers and the posts driving the highest click-

159% 84% 269% helped showcase why MiaMily is not only

best for baby, but has thought of all the little
through-rates were given an added boost
designed to reach target audiences and
10,862 Total 19K+ Engagements things new mom’s don’t realize they need drive sales at BuyBuyBaby.com.
Clicks until it’s too late!
“Looking for the perfect gift for your recent
graduate? Look no further! When I graduated, I
really wanted a durable and cute set of luggage I
could take on my weekend trips. These Vera
Bradley pieces fit the bill! Now, where can I get a
ticket going anywhere?”
– Kirstin Ortez, Curated By Kirsten

In an effort to drive e-commerce sales Content was analyzed based on its

among two distinct target audiences ability to drive quality traffic to the site,
around a key time of year – graduation and top performing content was givena
Measurable Sales ROI Total Conversions Audience Attention heading into summer travel - we boost with paid social ads. Ads were
partnered with recent grads and older optimized daily based on their abilityto

$2.53:$1 1.4K 90K millennials to craft content that made

select Vera Bradley bags relevant to the
convert site visitors to sale by shifting
budgets across target audiences and
minutes consumer’s current mindset. refreshing ad unit style and creative to
address audience fatigue.
 2019 Proprietary & Confidential

Amazon wanted to increase Baby Registry sign-ups shares were optimized to drive traffic to a landing
among expecting moms. To accomplish this, CMS page about registry benefits.
Clicks to Website Exceeded owed media Unique Content Value leveraged expecting mom and experienced mom
Later in the campaign, top performing content was
conversion benchmark by influencers to promoted and educated audiences on
boosted through a paid media strategy targeting new
the unique benefits Amazon Baby Registry provides
17K 24% $10.5K to their expecting families.
Visual content across blogs was made shoppable to
moms and optimized in real-time to deliver additional
site traffic by reaching audiences beyond the
influencers’ organic follower base.
encourage additional site traffic, while all social
Our Valued Clients
Thank You!