Brand Manager’s primary objective is to increase ROI from their digital marketing. Depending on their campaign goals, they may be looking to increase brand awareness, purchase intent or conversions from these online Ads. They have a couple of options in terms of where they drive traffic for all their campaigns. For a long time, they had directed all traffic to their own branded website. More recently they have a second choice of sending traffic to their social media pages (Facebook, YouTube, Twitter, etc.)

Above options presents them with a couple of problems. First, with limited budgets, they have been asked to make a hard choice between developing content for their own website versus on multiple social media pages. Second, neither of these two options are perfect. On social media pages, it is easy to publish content, but brand managers have limited control of their brand pages and limited engagement with their fans. On the other hand, in their own brand websites, they have complete control over content, but consumer voices are completely missing and their pages are mostly very static.

Our Solution

SocialThreader offers a self-service solution that enables Enterprises and SMBs to quickly deploy content that is targeted to digital campaigns, combining design customization, content curation and publishing of 'social threads'. Our Analytics dashboard offers a holistic view of all ROI indicators including average time spent on site, social metrics and conversions. Using a combined view of real-time analytics and data intelligence, the SocialThreader solution optimizes a brand's social content to a brand’s campaign goals. The product is sold on a subscription basis directly to brands and their Agencies.

SocialThreader also leverages key attributes of a brand's website such as customer support, product details and e-commerce. Social content together with these owned assets lead to more engagement and conversions.

In summary, we help brands increase the ROI from their paid, earned and owned content.

Social Aggregation: An integrated view of all your social touch points. Using our design tools, you can easily curate the content that you can embed on your brand website. You can choose from Facebook, YouTube, Twitter, Blogs and other other social sites. Use our pre-defined templates to customize social content to match your brand website.

Campaign Analysis: For your search and display campaigns we offer intelligently targeted social landing pages. Taking your campaign goals as one of our inputs, we analyze whether we are improving brand awareness, social engagement or conversions. Our Analytics dashboard offers this holistic view of your media performance.

Campaign Optimization: Our platform dynamically adjusts content on your brand pages based on campaign analysis. We look at your campaign targeting criteria (Audience, Interests, Keywords etc.) and automatically adjust the content to drive your campaign goals. We also look at the page context to determine the most appropriate social content to be shown at any given time.

"Globally, 46% of respondents said they used social media outlets to help make purchase decisions" - Nielsen, August 2012

Vinay Murthy, Founder and Chief Executive Officer

Prior to SocialThreader, Vinay Murthy was at Google and YouTube for 7.5 years. At Google, Vinay was an in-house entrepreneur responsible for incubating, building and commercializing new products and partnerships. He worked closely with leading publishers, content owners and technology vendors and leveraged Google products to create revenue for both sides. As a Product Manager, he led products that has resulted in tens of millions in annual revenue and acquisition of new customers at scale.

Before Google, Vinay spent 13 years in software industry in both startup and public companies. His experience spans from being a software engineer early in his career to working in sales team at Sun Microsystems. Vinay is on the advisory board of Graymatics, Inc and mentor to multiple startups in San Francisco bay area. You can follow him @socialthreader

Mike Bott - General Manager at The Brandery

Prior to joining The Brandery, Mike worked in brand management at Procter & Gamble. Before P&G, he led product launches as a product manager at Match.com and AOL. He has a passion for building brands with high quality user experiences and creative monetization and acquisition strategies. Mike graduated from the University of Notre Dame with a BBA and MBA.

Christopher Carlson - Experienced VP of Sales

Former Co-Founder of Tap.Me (Acquired by MediaMath). Prior to that he various positions as VP, Central Sales at MySpace, Sales Director Advertising.com/AOL, Director, Direct Marketing Solutions IAC, Director, National Direct Marketing Sales MaxOnline. Experienced digital media executive with proven ability to build and lead successful sales teams--in start-up, growth-stage, and at-scale organizations.

Adam Chandler - Senior Vice President of Sales at Jumptap

Mr.Chandler is a media sales and management veteran and has spent the last 14 years working in digital advertising. Most recently, Chandler worked at Thrillist as CRO & President of Sales to help them launch all aspects of the Thrillist Media Group. Prior to Thrillist, he built the sales team at Martini Media as their Chief Revenue Officer. Previously Chandler spent eight years at Yahoo! across a number of sales management roles. Chandler is active in the advertising community and has taught digital media courses for the New School University and the Advertising Club of New York.

Dave Knox - CMO at Rockfish Interactive

Dave is the Chief Marketing Officer of Rockfish Interactive. A veteran of Procter & Gamble, Knox was most recently the Brand Manager, Global Branded Entertainment where he led the strategy for new business models in digital media, venture investments, and original content. Previously, Dave served as P&G’s Corporate Marketing Brand Manager for Digital Business Strategy, responsible for driving digital innovation and capability across P&G’s 300+ brands worldwide. As the author of HardKnoxLife.com, he was named by AdAge as “1 of 25 Media People You Should Follow on Twitter” and by Media Industry News as a “2010 Social Media Superstar.”

Ajit Shah - Managing Partner at Ariva Partners

Mr. Shah has a combined twenty four years of experience as an entrepreneur, operating executive and venture capitalist. As an entrepreneur, Mr. Shah has co-founded six companies across multiple markets including personal computing hardware, software, medical devices and the Internet. He has served as an operating executive in private and public companies and has seven years of venture capital experience, 5 years as a general partner at Worldview Technology Partners and two years as an EIR/VP at Sierra Ventures.

Vinay Murthy, CEO of SocialThreader, moved from San Francisco to Cincinnati for the access to agencies and brands that could use his platform that aggregates only the social media posts relevant to a campaign on one page online. He pairs it with data that can prove the return on investment in that campaign.

“No matter what happens, we’ll have a presence in Cincinnati,” he says. To what extent may be determined by how willing local investors are to fund the business. CincyTech, the region’s most active seed-stage funder, has stayed close to every Brandery company.