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Beyond Viral: How to Attract Customers, Promote Your Brand, and Make Money with Online Video Hardcover – September 21, 2010


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Product Details

  • Hardcover: 282 pages
  • Publisher: Wiley; 1 edition (September 21, 2010)
  • Language: English
  • ISBN-10: 0470598883
  • ISBN-13: 978-0470598887
  • Product Dimensions: 6.3 x 1 x 9.3 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (26 customer reviews)
  • Amazon Best Sellers Rank: #1,288,855 in Books (See Top 100 in Books)

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.

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.

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Customer Reviews

Awesome job, Kevin!
Peter
Maybe one day i'll get a Beautiful Wife like his, and have gorgeous offspring like him if i just walk around a mall with this book snuggled up in my arm.
theMightyThor
Any entrepreneur who is looking to make a difference by becoming known online should consider this book a must read.
Freedom Fighter

Most Helpful Customer Reviews

6 of 6 people found the following review helpful By DaveG on April 22, 2011
Format: Hardcover Verified Purchase
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.
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3 of 3 people found the following review helpful By BlogOnBooks on December 7, 2010
Format: 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.
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5 of 7 people found the following review helpful By Brad Aronson on September 14, 2010
Format: Hardcover Verified Purchase
As a career marketer for large companies like Johnson & Johnson, Kevin understands what businesses need from their online video marketing, as well as the opportunities, risks and pitfalls that must be carefully navigated in this space. As one of the most successful video creators on YouTube, he also understands what generates results in online video. You won't just learn about online video, you'll learn how to make it work for your business -- real world instruction from someone who does this every day. And, Kevin makes great fart videos.
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3 of 4 people found the following review helpful By Midwest Book Review on February 13, 2011
Format: 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.
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1 of 1 people found the following review helpful By Rolf Dobelli HALL OF FAME on December 2, 2011
Format: Hardcover
Kevin Nalty, affectionately known as "Nalts" by YouTube fans, is one of the website's most-viewed personalities. He's also an experienced marketer who has worked with Coca-Cola, Microsoft, Starbucks and Fox Broadcasting. Here he helps fellow marketers use the evolving world of online video sharing to promote their brands. Not surprisingly, a dominant underlying theme is the wisdom of collaborating with established "weblebrities" who already have a large, loyal audience - such as Nalts himself. The book offers gems of knowledge, but it's quite disorganized, so they're tricky to find. getAbstract suggests that the book may be more helpful to webstar wannabes who are already familiar with the subject.
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2 of 3 people found the following review helpful By Freedom Fighter on December 13, 2010
Format: Hardcover Verified Purchase
This book has been so beneficial and helpful to me. I'm not very well versed in viral marketing and how to go about it. The information in the book is easy for a layman to understand, but precise enough to bring the "experts" solid advice to help in their online marketing efforts. Any entrepreneur who is looking to make a difference by becoming known online should consider this book a must read.
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2 of 3 people found the following review helpful By Cinquain on August 25, 2013
Format: Kindle Edition Verified Purchase
Truthfully, this book deserves about 2.5 stars, but since Amazon hasn't yet allowed that featured, I settle on giving it three. Now I have certainly read much worse materials, however, considering the price of this book, not much value is given to the reader. This book certainly does not help much when it comes to giving you insights on how to create better videos and attract customers. Instead, you mostly get the following recommendation: "Use us webstars to promote your brand". While this recommendation might certainly be valid, that advice is definitely not worth the price I paid for this book. This book is much more valuable on a business perspective than as a tool to help you create superior videos and attract customers. The author speaks as a businessman and marketer, not as a creator and innovator. I also found his chapter covering interviews of webstars quite ridiculous... No offense but I don't really care about how webstars have made their local fame nor how they feel about it. I purchased this book with the goal of acquiring an education, not out of curiosity about the lives of others. I find the concept of "Youtube Stars" quite dubious as well. For an example, I am heavily involved in the world of technology and finance. Each of these niche (tech and finance) have their respective local stars. If I begun dropping names of famous investors or scientist, I am sure that would turn many people off if I don't consider the crowd. The frequent stress of the importance of webstars throughout the book becomes quite annoying. In conclusion, I felt that this book serves as a business strategy guide for online video marketing, not as an aid in creating superior videos. Some of his insights are good but nothing worth the price tag that comes with this book.Read more ›
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