Archive for March, 2014

Facebook is Cutting Organic Reach

Wednesday, March 26th, 2014

Facebook has alerted social marketers that they will begin to see a drop in the organic reach of their Page posts on the social network.  Almost two years ago, the company stated that Page posts organically reached 16 percent of followers, however, this reach will now be down to as little as 1 or 2 percent.  To put that into perspective, if you have 1,000 Facebook Page likes, only 10-20 of those people will see your post.  Unless, of course, you want to pay for them.

This is not the first time Facebook has made changes to cutting organic reach, which has previously happened from tweaks to the networks algorithm.  For example, posts with an image now have a higher probability of being seen as opposed to posts that are purely text, which is also part of the recent newsfeed redesign.  This latest adjustment and drop in organic search is also a factor of new variations in the algorithm with the ultimate goal of getting more paid advertisements.

Facebook is not the only social network growing in this direction, as the era of free social media broadcasting is ending in general.  As more businesses join the service, the more competition there is and part of the push for paid advertising is to maintain a relevant experience for users.  If brands want to be seen, they will have to pay and just like any other paid form of advertising, there will likely be more thought and strategy put into the content being created and posted making it higher quality content.

Facebook is still more inexpensive than many other forms of paid advertising and if used as a piece of a marketing mix or multichannel strategy, it has the potential to grow engagement and own the digital conversation.


What do you think about Facebook’s changes?  Do you see yourself continuing to use Facebook as part of your marketing strategy?  We would love to hear from you!

Ad of the Month: Tesla Unknowingly Gets an Ad

Monday, March 24th, 2014

Tesla Motors Inc. does not pay for advertising nor do they have an agency, but they now have a 1 minute ad thanks to two young creatives who are fans of the brand.

After graduating and before starting their company Everdream Pictures, Co-CEOs James Khabushani and RJ Collins decided to create a space themed ad for the electric car brand.  The ad “Modern Spaceship” depicts a kid jumping into a Tesla Model S and imagining he is flying through space.  The ad was filmed in the garage of a college roommate’s father who happened to own a Tesla and the whole thing only cost $1500 for hotel, food, gas and other travel costs.

Through exchange of a few emails, the video got the attention of Tesla Motors CEO, Elon Musk.  Musk had nothing but good things to say and the company posted the video on Facebook, Twitter, and Instagram, for which a shortened version was created.  Musk also personally shared it through his Twitter and made hints at future work with the creative company.

The Everdream duo proved that you don’t always need a $250,000 budget to produce a great ad.  As they told Adweek, the ability to create fast and cheaper content is out there.  Check it out below and let us know what you think!



Case Study: Bruce Peterka Website Launch

Friday, March 14th, 2014

FiG is pleased to announce the Bruce Peterka, LLC website launch!

The Problem:
As you may recall, Bruce Peterka, LLC began working with FiG in January.  The company  provides CFO services as well as Advanced Certified Quickbooks consultation and training.  Bruce has over 22 years of experience with the ability to serve a wide range of clients and businesses of various sizes.

Old Homepage

When Bruce came to FiG, his current site did not reflect this range of skill and expertise.  The goal was to create a site that informed clients of the advantage of using the company, highlighting the services offered and shedding light on the value the company can offer businesses.

The Solution:
FiG stepped in, designing and building a cleaner, more sophisticated, and professional website.  Bolder navigation clearly leads visitors to the information they are looking for and clear calls to action allow quick and easy consultation scheduling.

New Homepage

Check it out for yourself at and let us know what you think!


Does your website clearly reflect your business?  Contact FiG to learn how we can help take your site to the next level!

New Project: CoorsTek Medical Brand Messaging

Friday, March 7th, 2014

FiG has had an ongoing relationship with ceramics company CoorsTek, and we are pleased to announce our assistance with their new division, CoorsTek Medical.

The Client:
CoorsTek is combining their efforts with an R&D, engineering, and manufacturing firm, along with a high-tech materials company, both of which specialize in medical devices, and together they will make up CoorsTek Medical.

The company will offer a true one-stop-shop for development of new medical devices and implants, taking clients from problems or product ideas all the way through engineering and manufacturing a solution.  The medical devices they produce are implantable and applications vary from Orthopedic to dental and much more.

The Project:
CoorsTek Medical is new to the market and came to FiG looking to establish their core brand messaging.  Throughout the project, we will audit various aspects of the existing brand and marketplace, and with that information establish brand guidelines and core messaging.  Additionally, FiG will create branded materials including a new website.

Check back for updates and to see the end results!