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In the era of Social Dominance how Paid and Organic Impressions makes an impact on your brands. Understand the dynamics and outcome of the Organic and Paid Social impressions for your brand’s Social Reach. Learn what parameters top measure in Paid and Organic Data/Media. How, Where and Why to spend? For Organic Social Impressions vs Paid Social Impressions: 1) Opportunities with Paid Media on Social on different platforms 2) Opportunities to increase brand asset engagement without Media spends 3) How and Where to spend and why? 4) Building your Social Strategy with Media and Without Media 5) What Parameters to Focus on on Social – Organic VS Paid Media 6) Impact of Paid Media Impressions to brands 7) Use of Organic Data for analysis 8) Different channels – Different devices – Various Module of Paid vs Organic Media.
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ORGANIC SOCIAL IMPRESSIONS VS PAID SOCIAL IMPRESSIONS BY KRDS
ORGANIC SOCIAL IMPRESSIONS VS PAID SOCIAL IMPRESSIONS BY KRDS
KARAM FLORASocial Media Strategist - KRDS
8 years of Digital Media & Social Media Marketing experience with a special focus on
E-marketing and Social Media Marketing.
Karam Flora is the Social Media Strategist at KRDS, a leading Facebook Preferred Marketing Developer.
Based out of new Delhi, India. Karam Flora is a Commerce graduate from Delhi University and expert in making Strategies and conceptualizing the innovating Social media campaign.
With in-depth experience in handling communication in the social media platforms, he has helped many brands define and achieve their objectives. In a span of 5 years, Karam has done over 70+ campaigns on Social Media for the brands like adidas, Air France, BMW,
Expedia, GAIL, Adobe, Philips, Reebok, Kellogg's, Kent RO, Blackberry’s Menswear, Microsoft, Citrix, Bose , IBM, Citibank, Metoffice – UK etc…
ORGANIC SOCIAL IMPRESSIONS VS PAID SOCIAL IMPRESSIONS BY KRDS
Organic Impressions
The number of times your content was displayed in a user’s News Feed, ticker,
or on your page.
Paid Impressions
The number of times your paid content was displayed.
ORGANIC SOCIAL IMPRESSIONS VS PAID SOCIAL IMPRESSIONS BY KRDS
Paid Impressions – Top Choice Organic Impressions – Top Choice
ORGANIC SOCIAL IMPRESSIONS VS PAID SOCIAL IMPRESSIONS BY KRDS
Impact of Paid & Organic Impression on Social
10%Brand Recall
4% Awareness
2% Purchase intent
4%Brand Recall
1.6% Awareness
0.3% Purchase intent
Organic
Paid
ORGANIC SOCIAL IMPRESSIONS VS PAID SOCIAL IMPRESSIONS BY KRDS
What Parameters to Focus on Social – Organic VS Paid Media
• Reach• CTA• Crowd Source• Copy Score• Performance of Creative• Desktop or Mobile• ROI on different ad unit type
Paid Media
• Impressions • Reach to Fans/Non Fans• Performance of content type• Length of the content• User Engagement on content• Brand ROI• People Reached
Organic
ORGANIC SOCIAL IMPRESSIONS VS PAID SOCIAL IMPRESSIONS BY KRDS
Why should I focus on both medium
Paid media were 30% to 60% more likely to reach Facebook users who have liked 100 or
fewer pages
28% likely to reach users who hadn’t
posted status updates in the past
28 days.
Organic media is more effective in reaching heavier Facebook users &
Twitter users
Unpaid status update posts averaged five times more organic
impressions than any other unpaid post
type.
Users reached via paid media were
more likely to shop and purchase goods and services than average Facebook
users.
Organic content reaches to 15% of its
audience in the 3 hour of posting
More than 51 percent of total campaign
engagement was on mobile via paid
media.
Organically Photo and link posts had among the best click-through rates, at 0.07% and 0.06%, respectively
In terms of paid media, video posts
received a 36 percent viral boost,
and offers saw a 23 percent gain.
ORGANIC SOCIAL IMPRESSIONS VS PAID SOCIAL IMPRESSIONS BY KRDS
Organic Reach & Engagement
ORGANIC SOCIAL IMPRESSIONS VS PAID SOCIAL IMPRESSIONS BY KRDS
Engagement of types of content
ORGANIC SOCIAL IMPRESSIONS VS PAID SOCIAL IMPRESSIONS BY KRDS
Next level of Precise Targeting via Paid Media
Paid
OS
2G/3G
CompetitorsPartner Program
Custom Audience
ORGANIC SOCIAL IMPRESSIONS VS PAID SOCIAL IMPRESSIONS BY KRDS
Success for Organic Impression on Social
• Post on time according to FB analyzed time also your content has to be fresh
• Be quirky in your content and show the young & wackiest side of the brand
• Make your content more precise and give insight news with good creative
• Make a good mix of your content type with relevant creatives & video to support
Plan Smartly
ContentAffinityBe
quirky
ORGANIC SOCIAL IMPRESSIONS VS PAID SOCIAL IMPRESSIONS BY KRDS
Success for Paid Impression on Social
•Use the targeting of the ads smartly and test your campaign with small budgets first.
•Try and make mutiple ad campaigns with different age group, interest group this will help in understanding your audience in better way
•Use the CTA to your ads smartly. Try not to divert the traffic outside FB or platform.
• Set the right expectation from your campaigns. For e.g if it doesnt meet my first objective it should meet my second objective
Right Focus
CTA
Interest
A/B Testing
THANK YOU
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