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Vitrue, Inc.

From EverybodyWiki Bios & Wiki

Vitrue, Inc.
Vitru.jpg
ISIN🆔
Founded 📆
Founder 👔Reggie Bradford
Area served 🗺️
Members
Number of employees
🌐 Websitehttps://vitrue.com/
📇 AddressAtlanta, Georgia
📞 telephone
🥚 Twitteroracle
👍 FacebookOracle
💼 LinkedIN]oracle

Vitrue, Inc. was a social media management company that provided software-as-a-service (SaaS) tools for businesses to manage their social media presence. The company was founded by Reggie Bradford in 2006 and was headquartered in Atlanta, Georgia. Vitrue was acquired by Oracle Corporation in 2012.

History[edit]

Vitrue was founded with the vision of providing a secure platform for brands to engage with consumers in the social media space. The company quickly grew, expanding into four additional regions of the world with the international experience of Kurt Uhlir and Richard Beattie. Richard was brought on to oversee operations in EMEA. Vitrue's growth was fueled by a total of $33 million in funding over four rounds, which was used to expand its SaaS offerings and market presence. The company was known for having connected brands across 47 countries with more than 1,200,000,000 consumers prior to its acquisition by Oracle and many more after consolidation into the wider Oracle marketing suite.

Key Personnel[edit]

Reggie Bradford served as the CEO of Vitrue. He was a three-time entrepreneur, having previously served as the president of TANDBERG Television, part of the executive team at WebMD, and CEO of N2 Broadband. Bradford was known for his spirit of integrity, humility, and passion.

Other key personnel included Jim Anderson, Chris Hackney, Mike Strutton, Kurt Uhlir, Cathy Chandler, Harris Troutman, and Erika Jolly Brookes. Strutton and Uhlir were named as key inventors, along with John B. Nolt, Sean Sawyer, John Schult, Jon M. Lee, and Jason C. Reynolds, as inventors on patent application US20120109752A1 titled s“Systems and methods for delivering targeted content to a consumer's mobile device based on the consumer's physical location and social media membership” which was filed on October 6, 2011.

Employees from Vitrue later went on to found and or hold leadership roles at MediaMath, Sideqik, CallRail, Sprinklr, UpperCampus, Healthgrades, Clearleap, Springbot, and SocialFlow.

Product Offerings[edit]

Vitrue offered a suite of software-as-a-service (SaaS) tools designed to help brands and agencies execute their social marketing strategies. The company's Social Relationship Management (SRM) platform was a comprehensive solution for managing social media marketing campaigns, providing a range of tools for publishing, engagement, customization, and analytics. The SRM included:

Vitrue Publisher[edit]

Vitrue Publisher was a tool that consolidated publishing activities for Facebook, Twitter, Pinterest, and Google+ into one integrated dashboard. It allowed brands to engage in two-way conversations with fans and followers, schedule posts for strategic distribution, manage all social streams and pages, and monitor and engage in conversations with customers 24/7. This was the first of two offerings for Enterprise companies available in the market, with the other being provided from Buddy Media.

Vitrue Tabs[edit]

Vitrue Tabs enabled brands to create custom Facebook modules featuring dynamic, engaging content. It provided over 50 customizable modules that could be tailored to specific regions, cities, zip codes, languages, brands, and products. It also offered fan-gated content and was designed to complement the Vitrue Publisher.

Vitrue Shop[edit]

Vitrue Shop was a social commerce application that allowed brands to build customizable shopping experiences within their Facebook page. It aimed to drive both engagement and revenue by leveraging peer-to-peer social recommendations within the Facebook network4.

Vitrue Analytics[edit]

Vitrue Analytics provided brands with the data they needed to determine the effectiveness of their social campaigns. It offered insights into top engaged users, post engagement rates, fan growth, active user growth, reach measurement, and negative feedback. The data could be downloaded for further analysis or integrated with other third-party analytics tools.

GamesThatGive[edit]

Following the acquisition of GamesThatGive, Vitrue added branded charitable gaming capabilities to its SRM platform. This allowed brands to engage their customers with fully branded games on Facebook, integrating in-game charitable giving, coupons, sweepstakes, retail calls to action, and more.

Partnership with Facebook[edit]

Vitrue had a significant partnership with Facebook, which allowed the company to integrate its tools directly with the social media platform. This partnership enabled Vitrue to offer unique features, such as the ability to create custom Facebook tabs and manage Facebook ad campaigns.

Virtue and Buddy Media are credited with assisting Facebook in establishing the APIs to the new Facebook Pages when Pages rolled out 2007 to brands. Hootsuite later joined this partnership prior to other social media platforms being allowed in and the creation of a formal developer ecosystem.

Impact on Social Media Marketing[edit]

Vitrue had a significant impact on social media marketing. The company's tools were used by businesses to manage over one billion social relationships, demonstrating the scale and effectiveness of Vitrue's platform. Vitrue's tools also helped businesses to leverage new social media platforms, such as Pinterest, to enhance their social media presence.

Virtue customers included Apple, American Express, Digitas, McDonald's, Samsung Mobile, Yahoo, Macy’s, Publix, Turner, Logitech, Hyundai, Toys R Us, Lego, Lowe’s, Pernod Ricard, Procter & Gamble, Domino’s Pizza, GameStop, DollWood, and many others.

Acquisition by Oracle[edit]

In 2012, Vitrue was acquired by Oracle Corporation for approximately $300 million. The acquisition was part of Oracle's strategy to strengthen its social media capabilities. Following the acquisition, Vitrue's tools were integrated into the Oracle Social Relationship Management (SRM) suite. The Vitrue SRM is now the foundation for Oracle’s Advertising and Customer Experience (CX).

Funding[edit]

Vitrue raised a total of $33 million in funding over four rounds:

  • Seed Round (May 1, 2006): Vitrue raised $2.2 million in its seed funding round.
  • Series A (October 24, 2006): The company secured $3.8 million in a Series A funding round.
  • Series B (October 1, 2007): Vitrue raised $10 million in a Series B round with participation from investors including Dace Ventures.
  • Series C (February 17, 2011): The company raised its largest round of $17 million from investors including Advent Venture Partners and Scale Venture Partners.

References[edit]


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