This document discusses organic and paid social media strategies. Organic social refers to unpaid posts that reach some followers organically. Paid social allows targeting new audiences through sponsored ads. The benefits of organic social include establishing voice and nurturing connections, while paid social helps reach more people and target goals faster. Examples are given of brands like Whole Foods and Warby Parker using both organic and paid approaches effectively.

2. Paid and Organic
Sittin’ in a Tree,
K-I-S-S-I-N-G
Welcome to:
With:
• Jacinta Oliveira, Social Media Manager at Philip Morris International
• Belkys Severino, Manager of Enterprise Customer Success at Falcon.io

3. Today's
Presentation
MAIN TOPICS
Intro
What is Organic & Paid Social
Who sees your posts
Benefits & Best Practices
Live examples
Implementing both into your strategy
Our Agenda
Covering today:
• Intro
• What is Organic & Paid Social
• Who sees your posts
• Benefits & Best Practices
• Live examples
• Implementing both into your strategy
@Falcon.io
#MeasuringWhatMatters
#growwithsocial

4. What is Organic Social Media?
The foundation to your overall social media strategy.

5. Simply Put…
Organic social is content that you post on social media for free (posts,
photos, video, Stories, memes, and more) that all users, including
businesses and brands, share with each other on their feeds.

6. Who is seeing your Organic posts?
Some of your Followers (Organic Reach)
A percentage of your followers. It includes your fans seeing your content in their feed
when you post it, people seeing your pictures and albums, or users who see mentions
of your profile in their feed.
Your Followers’ Followers
If the audience shares your content
The audience following the hashtag you use

7. According to a 2020 survey
of 1k consumers
of consumer say they visit a
brand’s social pages before
visiting their website.
An 81% increase from the previous year
58%

8. Benefits of
Organic Social
1. Establishes your brand’s voice
2. Best way to nurture a connection with
your customers at scale.
3. Ability to boost awareness and
promotes authenticity
4. Provides a forum for Customer Care
5. Generate positive comments, “likes,”
and “reactions” (which are now
weighted so they affect post ranking
slightly more than “likes”)
5
5
@Falcon.io
#MeasuringWhatMatters
#growwithsocial

9. Best Practices for posting
organically

10. Focus on the
right places
Save the sales
talk for your ads
Engage with your
followers
Find the best
time and type of
post
Use User
Generated
Content (UGC)
Use influencers &
Micro-influencers

11. Create a series of posts
1
Social Media Content Ideas to
Engage Your Audience
Run Contests or Giveaways
2
Do Polls or Survey
3

12. Who’s done it well?

13. Whole Foods uses the hashtag
#WholeFoodsHaul to encourage
shoppers to share photos of what’s
in their shopping cart.
WholeFoods

14. • #WearingWarby series. 7 influencer customers,
showcasing them in their native environments.
• Channel: Instagram (18 posts)
• Influencers followers: 7k-400k
Results
• Instagram followers targeted: 844,111
• Engagement Likes: 55,250
• Comments: 640
• Engagement rate (overall average): 3.45%
Warby Parker

15. Whole Foods uses the hashtag
#WholeFoodsHaul to encourage
shoppers to share photos of what’s
in their shopping cart.
WholeFoods
They ran a poll asking people when the
right time was to start playing holiday
music. While it doesn’t have much to do
with selling coffee, the poll was still a fun
way for users to interact with the brand.
Starbucks

16. DEFINITION
What is Paid
Social Media?

17. Definition
Who is seeing your paid posts?
Displaying paid content or sponsored marketing messages with new targeted audiences on
social media platforms.
v Users that don’t follow the brand
q Specific targeted audience
o New potential customers

18. Predictions
Social media advertising spend is expected to
top $47.9 billion in 2021.*
* Paid Social Media: Worth The Investment? (hubspot.com)

19. Benefits of Paid:
Paid social is a great way to connect with new
customers or audience. It helps:
• Reach a larger number of people
• Target your audience – the more focus
the content & target audience, the most
likely to convert into customers.
• Hit your business goals faster

20. Poll time!
Cast your vote on-screen.
Q: Which of these goals do you think is worth
investing in paid social?

21. Steps on how to
build your paid
campaign
6
1. Boost best organic content
2. Optimize your posts using A/B testing
3. Target adds to user similar to your audience
4. Retarget ads to stay connected to organic audience
5. Look at data – measure, track & analyse results
HINT:
Ensure that investing in social will successfully help
achieve KPIs and reach business goals (eg. SMART).

22. Who’s done it well?

23. Dunkin Donuts
IG Story Ad.
Using A/B testing, Dunkin’ found that story that had a
sticker had less 20% lower cost per video view.
Tip: interactive elements for best performance

24. Busabout
Facebook carousel ad
Creative use of carousel displays one image
across two.
UGC gives the look and feel of the ad.
Clear target audience & price – these factors
contribute to reduce cost per click.

25. Paid Social Content Ideas to
Engage Your Audience
qCreative use of image and text
vEye-catching animation
Ø Engage users through polls and Q&As
qUse UGCs § Use testimonials/reviews
vFocus on product benefits
qPresent relatable statistics and facts
Ø Leverage CTA feature
vHighlight brand & logo for recognition

26. While organic is necessary for relationship-building, paid is how brands can connect with new
customers and audience.
Mixing both – the perfect strategy?
Organic
• Establish and grow your brand
• Convert new customers
• Support and retain existing
customer
Paid
• Increase reach
• Target audience more precisely
• Hit your business goals faster

27. @Falcon.io @jacintaoliveira
#MeasuringWhatMatters #growwithsocial

28. @falconIO
falcon.io events@falcon.io