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Reggie Bradford, Chief Executive Officer, Vitrue

Founder and CEO Reggie Bradford brings nearly two decades of experience as an industry pioneer, having blazed a successful path for technology companies under his leadership. With funding from General Catalyst Partners and later from Comcast Interactive Capital and Turner Broadcasting-Bradford founded Vitrue in 2006 to help brands and consumers connect more meaningfully with each other through online social networking and user-generated video. The company currently boasts a growing roster of customers that represent some of the world’s leading media companies and consumer brands. Most recently, Vitrue was named to Business 2.0’s “Next Net” Top 25 for 2007.

Bradford’s leadership experience spans 16 years in the consumer packaged goods, Internet and television industries. Prior to Vitrue, he was President and a member of the board at TANDBERG Television, an organization of more than 400 employees and over $100 million in revenues. In his 14-month tenure, he led the company to a 40% annual growth rate, successfully integrated two major acquisitions and led the global repositioning of the re-launched brand.

Bradford also served as President and CEO of N2 Broadband, the leading provider of open-platform, on-demand entertainment solutions. During his tenure, N2 Broadband grew annual revenues from less than $1 million to more than $35 million in just under five years. The company, which achieved cash-flow profitability during the same period, boasts a customer roster that includes the world’s top 10 cable operators and the world’s leading entertainment companies Bradford was named one of Television Week’s “10 to Watch” for 2005.

Prior to joining N2 Broadband, Bradford served as Chief Marketing Officer at WebMD from 1998 to 2000. During his tenure there, the company grew from 40 to 4,000 employees and received more than $2 billion in funding. While at WebMD, Reggie was instrumental in defining interactivity on the Web as an early pioneer of social communities. WebMD later became one of the world’s leading Internet destinations with over 38 million unique visitors a month. He previously held various marketing and management positions with Miller Brewing Company, a subsidiary of Phillip Morris.

Bradford received a BBA in Finance from the University of Georgia and an MBA from Emory University. He and his wife Holly have five children.

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Safely Building Your Brand on UGC

Written on
April 24th 2008
Author
by Reggie Bradford  |
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Tip 3: Plan for Success with the Right Technology

A simple tip that is almost too rudimentary to list if it weren’t for the alarming amount of campaigns that are built on woefully underpowered platforms. We’ve all come across a site that is painfully slow, loads incompletely or is down altogether.

How many of us take the time to check back? I certainly don’t. UGC sites need to have a strong technological foundation to meet the demands of the users from day one. This is especially true when video is involved. It is counterintuitive to build a promotion or community and not plan for success.

Few things are more disheartening for the user trying to engage in your program than a slow server, video that takes days to load or a downed site altogether and any one of those will hinder people from engaging in the experience and growing the site.

Evaluate technical issues and plan for any and all extenuating circumstances. Not all of your customers are logging in from a corporate T-1, so think about image size and load time. Can data be compressed? Can you optimize the site to test for bandwidth? How many concurrent videos can be streamed at once before the server becomes overwhelmed? What type of data security is needed, if any, to protect personal information and/or proprietary content?

In essence, think through the entire experience and envision greatness. Without planning for greatness you are pretty much ensuring that it won’t be achieved.

Web 2.0 has created a much more level playing field between consumers and brands the likes of which marketers have never seen before. The brands poised for the greatest success in this new social media-driven environment understand this and are confidently charging forward with the foresight to protect their brand while taking advantage of every viral distribution channel all while resting atop a solid platform that is capable of handling the next great Web phenomenon.

If this doesn’t sound like your next Web-based initiative then we need to talk.

Welcome to Web 2.0. We have some work to do!



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Reader Comments.

can you provide some example of sites doing a good job of ‘watermarking’?

Posted by carrie | 1:17 pm on April 24, 2008.

finally, a piece in ADotas that doesn’t ring of empty news with a few well-turned, if hackneyed phrases. congratulations.

Posted by blazing saddlesores | 7:34 pm on April 24, 2008.

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