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

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

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

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 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.

Product Details

ISBN-13: 9780470598887
Publisher: Wiley
Publication date: 09/21/2010
Series: New Rules Social Media Series , #4
Pages: 256
Product dimensions: 6.20(w) x 9.10(h) x 1.00(d)

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.

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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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