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.

2. ORGANIC SOCIAL IMPRESSIONS
VS PAID SOCIAL IMPRESSIONS BY
KRDS

3. KARAM FLORA
Social Media Strategist - KRDS
Karam.flora@krds.com
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

4. Organic
Impressions
The number of times your
content was displayed in a
user’s News Feed, ticker, or on
your page.
ORGANIC SOCIAL IMPRESSIONS VS PAID SOCIAL IMPRESSIONS BY KRDS
Paid
Impressions
The number of times
your paid content was
displayed.

5. Paid Impressions – Top Choice Organic Impressions – Top Choice
ORGANIC SOCIAL IMPRESSIONS VS PAID SOCIAL IMPRESSIONS BY KRDS

6. Impact of Paid & Organic Impression on Social
ORGANIC SOCIAL IMPRESSIONS VS PAID SOCIAL IMPRESSIONS BY KRDS
10%
Brand Recall
4%
Awareness
2%
Purchase intent
4%
Brand Recall
1.6%
Awareness
0.3%
Purchase intent
Organic Paid

7. 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

8. 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
Organic content reaches
to 15% of its audience in
the 3 hour of posting
Users reached via paid
media were more likely to
shop and purchase goods
and services than
average Facebook users.
Unpaid status update
posts averaged five times
more organic impressions
than any other unpaid
post type.
ORGANIC SOCIAL IMPRESSIONS VS PAID SOCIAL IMPRESSIONS BY KRDS
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.

9. Organic Reach & Engagement
ORGANIC SOCIAL IMPRESSIONS VS PAID SOCIAL IMPRESSIONS BY KRDS

10. Engagemen
t of types of
content
ORGANIC SOCIAL IMPRESSIONS VS PAID SOCIAL IMPRESSIONS BY KRDS

11. Next level of Precise Targeting via Paid Media
Custom
Audience
ORGANIC SOCIAL IMPRESSIONS VS PAID SOCIAL IMPRESSIONS BY KRDS
OS
Paid
2G/3G
Competitors
Partner
Program

12. Success for Organic
Impression on Social
ORGANIC SOCIAL IMPRESSIONS VS PAID SOCIAL IMPRESSIONS BY KRDS
• 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
Content
Affinity
Be
quirky

13. Success for Paid
Impression on Social
ORGANIC SOCIAL IMPRESSIONS VS PAID SOCIAL IMPRESSIONS BY KRDS
• 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

14. THANK
YOU
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