Beyond Viral: How to Attract Customers, Promote Your Brand, and Make Money with Online Video (New Rules Social Media Series) [Hardcover]

Kevin H. Nalty (Author), David Meerman Scott (Foreword)

Book Description

Series: New Rules Social Media Series | Publication Date: September 21, 2010

Promote your product using the most visceral form of social media-online video

Learn how to create cost-effective videos, engage your customers, compel them to measurable behaviors (awareness, intent, and purchase), and sustain your brand online. Beyond Viral gives you the tools and tricks to successfully use online video to reach your business goals.

• Author Kevin Nalty is the only career marketer who doubles as one of the most-viewed YouTube comedians
• Foreword by veteran vlogger David Meerman Scott
• First-hand case studies of leading brands include Microsoft, Starbucks, GE, MTV, Mentos, Holiday Inn, and Fox Broadcasting
• Learn from the successes of top companies and startups as well as the pitfalls and mistakes many of them are making

Online video has huge potential, mostly untapped. Put your business at the forefront of this important medium with the proven methods described by Beyond Viral.

Editorial Reviews

From the Back Cover

Proven methods for promoting your business with online video

What would one of the most viewed YouTube comedians have to say about effective online videos? What would a highly respected marketing professional say? Kevin Nalty happens to be both—he’s a sought-after marketer for major clients as well as “Nalts,” whose mischievous videos have been seen by millions. Now, in Beyond Viral, Nalty reveals winning techniques for making and promoting videos that will build customer loyalty, increase brand awareness, and boost sales. Go behind the scenes of Nalty’s online video success and find out:

• Why viral video is dead…and why that’s a good thing for your business
• How online “stars” are born and how they can help you
• Measuring ROI and performance of online videos
• If you can make money from online video (yes, you can!)
• And much more!

Praise for Beyond Viral

“Kevin Nalty is and has been my go-to guy on all things viral video. You’ll learn andlaugh as Nalts shares his experience and unique expertise.”
—Michael Donnelly, Group Director, Worldwide Interactive Marketing, The Coca-Cola Company

“This is a must-read for marketers and those interested in learning more about the evolving world of video and social media.”
—Del Ross, Vice President, U.S. Sales and Marketing, InterContinental Hotels Group (Holiday Inn, Crowne Plaza)

“Nalts is a gentleman, a scholar, and a lunatic. Read his book and then destroy it immediately.”
—Tom Green, comedian, actor, and host of TomGreen.com

“Kevin has two things going for him: the experience to know what really works in the online video space and the guts to share his secrets.”
—Joe Michaels, Senior Director, MSN and Bing, Microsoft Corporation

About the Author

KEVIN H. NALTY, known as “Nalts” on YouTube, is the only career marketer who doubles as one of the most viewed YouTube comedians. Formerly a marketing director at Merck and Johnson & Johnson, Nalty currently helps leading brands—including Fox Broadcasting, Microsoft, InterContinental Hotels Group, Cox Communications, and Coke—market via online video. Visit NaltsConsulting.com.

Product Details

• Hardcover: 282 pages
• Publisher: Wiley; 1 edition (September 21, 2010)
• Language: English
• ISBN-10: 0470598883
• ISBN-13: 978-0470598887
• Product Dimensions: 9.2 x 6.2 x 1 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 4.7 out of 5 stars  See all reviews (24 customer reviews)
• Amazon Best Sellers Rank: #365,623 in Books (See Top 100 in Books)

More About the Author

Kevin "Nalts" Nalty is the only career marketer who doubles as one of YouTube's most prolific video creators (with more than a thousand videos seen 250 million times). He has worked at agencies, run major brands, consulted in digital and social media, and now works for Johnson & Johnson. He is the author of "Beyond Viral" (Wiley) and lives with his wife and four children in Pennsylvania.

Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

5.0 out of 5 stars Video Marketing Bootcamp, April 22, 2011

By 

DiWiMe - See all my reviews

Amazon Verified Purchase

This review is from: Beyond Viral: How to Attract Customers, Promote Your Brand, and Make Money with Online Video (New Rules Social Media Series) (Hardcover)

Shows you the money. If you want to understand the BUSINESS of YouTube, then get this book. As the owner of an upstart, local video production firm, I found this book to be just what I needed; I could see that producing videos for SMBs wasn't going to mean early retirement. This book has helped me shape where I am headed now based on a good dose of money reality and what is working for other people.

In essence, it's video marketing boot camp with heavy emphasis on how YouTube partners are succeeding.

The book covers money, branding, tactics, strategies, and the author's own personal experiences. It's a fun read. It covers how online video is being used by amateur content producers to build a following and how established brands and their agencies are either "getting it" or blowing it.

Thoroughly enjoyed it.

2 of 2 people found the following review helpful:

4.0 out of 5 stars Beyond Viral - Kevin Nalty (Wiley), December 7, 2010

By 

BlogOnBooks "BlogOnBooks" (Los Angeles CA) - See all my reviews

This review is from: Beyond Viral: How to Attract Customers, Promote Your Brand, and Make Money with Online Video (New Rules Social Media Series) (Hardcover)

Nalts knows. After becoming one of YouTube's biggest video sensations, Kevin Nalty is here to tell us that viral video is dead - or at least not the ongoing phenomenon that many major marketers may still think it is.

Based on both his experience and that of many of his associates and miles of study data, Nalty's new book, "Beyond Viral: How to Attract Customers, Promote Your Brand and Make Money with Online Video" (from Wiley's New Rules of Social Media series) is an up-to-the-minute reality check on the current state of the online video market, particularly as it relates to marketing, advertisers, agencies and people just looking to get large number of viewers to their content. In it, Naltz dispels a wide swath of rumors, conventional wisdom and downright wishing that many marketers see when they hear about the latest viral video success.

Marketers have tried mimicking many of the `tricks' of many of viral video's accidental webstars (a group that includes Naltz himself), only to spend a bunch of money to achieve less than stellar results. Naltz separates the fact from fiction as he explores topics from social community to building community while saving his best tips by revealing the 'secret sauce' of services like YouTube and Google. The organization and detail that Nalty brings to the mix is obviously steeped in experience and comes off as the voice of authority. (Though Naltz claims there is no video search engine in existence, as we sit here using Truveo. Hmmm...)

One thing that the book makes apparent, is that the methods and parameters in this still nascent arena are still widely in flux; what worked three years ago (viral video) may be nearly dead now, while other approaches may be becoming more effective as we speak. One thing is clear, Naltz knows where we've been. With the guidance in his book, you may be able to help shape where this medium is still heading.

3 of 4 people found the following review helpful:

5.0 out of 5 stars Presents a specific marketing approach to promoting a business using online video, February 13, 2011

By 

Midwest Book Review (Oregon, WI USA) - See all my reviews

This review is from: Beyond Viral: How to Attract Customers, Promote Your Brand, and Make Money with Online Video (New Rules Social Media Series) (Hardcover)

Even wider-ranging and key to any business collection is Kevin H. Nalty's BEYOND VIRAL: HOW TO ATTRACT CUSTOMERS, PROMOTE YOUR BRAND, AND MAKE MONEY WITH ONLINE VIDEO, which presents a specific marketing approach to promoting a business using online video. Proven techniques for making and promoting such videos to build sales and build brand awareness make this a specific, top pick covering everything from video marketing to measuring results and making money from online video.