Beyond Viral: How to Attract Customers, Promote Your Brand, and Make Money with Online Video

Overview

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 ...
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Overview

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.

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Product Details

  • ISBN-13: 9780470598887
  • Publisher: Wiley
  • Publication date: 9/21/2010
  • Series: New Rules Social Media Series , #4
  • Edition number: 1
  • Pages: 282
  • Product dimensions: 6.20 (w) x 9.10 (h) x 1.00 (d)

Meet 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.

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Table of Contents

Foreword David Meerman Scott ix

Acknowledgments xii

About the Author xiii

Introduction xiv

Chapter 1 The Least a Marketer Needs to Know 1

Chapter 2 Flavors of Video: From Skateboarding Cats to Pro|31

Chapter 3 Viral Video Is Dead 43

Chapter 4 Video's Role in the Marketing Funnel 59

Chapter 5 The Most Visceral Form of Social Media 79

Chapter 6 Inside YouTube 91

Chapter 7 Agencies Searching for Role 105

Chapter 8 Learning from Online Video "Stars" 121

Chapter 9 Marketing via Webstars 131

Chapter 10 Paid Video Advertising 145

Chapter 11 Measuring ROI and Performance of Online Video 155

Chapter 12 Video and Search Engine Optimization 163

Chapter 13 How to Get Popular on YourTube 177

Chapter 14 Can You Make Money from Online Video? 205

Chapter 15 Guerrilla Video for Entrepreneurs and Cause-Related Marketing 217

Chapter 16 Learning from obama Girl by Ben Relles 225

Chapter 17 Insider Information: Behind the Curtain 233

Chapter 18 The Future of Online Video 261

Notes 267

Index|273

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Sort by: Showing all of 4 Customer Reviews
  • Posted December 2, 2011

    more from this reviewer

    Beyond Viral

    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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    Posted November 13, 2010

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    Posted October 26, 2010

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    Posted September 20, 2010

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