BEYOND VIRAL: A Sneak Peak
³BEYOND VIRAL: How to Attract Customers, Promote Your Brand, and Make Money With Online Video´ is a newly published book by Wiley, and part of David Meerman Scott¶s ³The New Rules of Social Media Series.´ This ³sneak preview´ provides a summary of the book, including titles and primary educational objectives of the eighteen chapters. BEYOND VIRAL is a practical guide for those interested in marketing themselves, a business or a cause using the most visceral form of social media: online video. It was written based on 5 years of hands-on experience by an industry expert, career marketer and YouTube ³star´ with more than 165 million views to date.
About the Author
Kevin ³Nalts´ Nalty is the only popular YouTube personality who doubles as a career marketer. He is one of the most-viewed comedians on YouTube, with more than 160 million views and 200,000 plus subscribers. A former product director at Merck, Nalty was an innovation leader at Johnson & Johnson and has more than 20 years of marketing experience. Nalty now is a rare and sought-after speaker and consultant focused on online-video and social-media marketing via Nalts Consulting, LLC (www.NaltsConsulting.com). His list of leading clients includes Fox, GE, Microsoft, MTV, Kodak, Starbucks, Logitech, Panasonic and Holiday Inn. He has spoken at top industry conferences and to senior executives from such leading companies as M&M, Google/YouTube, and Coca Cola.
REVIEWS & PRAISE
³Kevin Nalty is and has been my go-to guy on all things viral video. You¶ll learn and laugh as ³Nalts´ shares his experience and unique expertise.´ Michael Donnelly, Group Director, Worldwide Interactive Marketing The Coca-Cola Company
³This 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) ³Kevin 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
³Kevin 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,
³You won¶t just learn about online video, you¶ll learn about how to make it work for your business ± real-world instruction from someone who does this everyday.´ Brad Aronson, Author of Internet Advertising, Digital-Advertising Pioneer, Entrepreneur and Founder of iFrontier (acquired by Microsoft)
Press Release & Contacts
y y y Media Contact: Heather Condon, Wiley (firstname.lastname@example.org, 201.748.6017) Author: Kevin Nalty, Nalts Consulting, LLC, Kevin@NaltsConsulting.com Book website: http://www.beyondviral.com
³THE NEW RULES OF SOCIAL MEDIA SERIES´ FROM WILEY PRESENTS: BEYOND VIRAL: How to Attract Customers, Promote Your Brand, and Make Money with Online Video By Kevin H. Nalty Foreword by David Meerman Scott
If you haven¶t already, go to YouTube immediately and search ³Nalts.´ Kevin ³Nalts´ Nalty has fooled millions of online-video viewers into thinking he is a celebrity. In actuality, Nalty is an online-video creator, a dad, video enthusiast, and career marketer who has ³gone viral.´ As a most-viewed personality on YouTube, Kevin Nalty continues to wow viewers with his lowbrow humor and comedic-like style. You name it; Kevin¶s done it. Anything from heartfelt family moments to sophomoric candid-camera style pranks. He has actively participated in the growth of YouTube since its conception in 2005. Now 5 years later, Kevin has created more than 1,000 videos with hundreds of millions of views. With his new book, BEYOND VIRAL: How to Attract Customers, Promote Your Brand, and Make Money with Online Video (Wiley; ISBN: 9780470598887; Hardcover; $24.95), Nalty joins well-known authors including Brian Halligan, Jim Sterne and Steve Garfield in the successful ³New Rules of Social Media Series´ created by a leading speaker/author/expert, David Meerman Scott. ³Beyond Viral´ provides rare
insights on how create cost-effective video campaigns, evolve a brand online, engage and motivate customers, and measure their resulting awareness, intent and behaviors. How is BEYOND VIRAL distinct from any other online video book? y y y y The medium is changing so rapidly that few understand it entirely The majority of YouTube books are simply dull how-to instructions Many books focus on video production and not business implications Video books are often written by writers not practitioners (³Nalts´ is not a writer, but a career marketer and online-video creator) BEYOND VIRAL also provides case studies detailing what worked for such leading brands including Microsoft, Starbucks, GE, MTV, Mentos, Holiday Inn, and Fox Broadcasting. Readers will learn the successes and failures of the world¶s mostrecognized companies and bold startups. The seminal book also exposes the common mistakes and pitfalls that many top companies and agencies continue to make while chasing the dream of going ³viral.´ Viral video is dead according to Kevin Nalty, but there are golden opportunities for businesses that establish the right strategies and tactics, and execute based on the best practices that have never before been so documented. BEYOND VIRAL is not about how to become the next ³Nalts,´ but how to make and promote video to build customer loyalty, increase brand awareness and measurably drive sales. About the Author: Kevin Nalty (Philadelphia/NYC) is known as "Nalts" on YouTube, and 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 well-known brands ±Starbucks, YouTube, GE, Microsoft, Fox Broadcasting, MTV, Crowne Plaza, Holiday Inn, Cox Communications, and Coca Cola ± on how to market via online video. He has written about this topic at his blog, www.WillVideoForFood.com, for nearly five years, and hundreds of thousands of individuals downloaded his free e-book, How to Become Popular on YouTube without Any Talent.
Nalty has written for marketing trade publications, including Advertising Age and iMediaConnection, and he speaks globally at industry conferences. His unique style combines humor, passion, and practical advice. For more information please visit www.BeyondViral.com, www.WillVideoForFood.com, or www.NaltsConsulting.com. To see Nalts videos visit www.KevinNalts.com or www.YouTube.com/nalts.
ISBN: 9780470598887; Hardcover; $24.95; Wiley For more information about Wiley¶s books, please visit our Press Room www.wiley.com/go/press
BEYOND VIRAL Chapters & Summaries
Chapter 1: The Least a Marketer Needs to Know BEYOND VIRAL begins with ³onlinevideo marketing 101,´ based on Nalty¶s unique perspective as an entertainer and a career marketer ± with an MBA in marketing and experience as a former ³big-5´ consultant, agency leadership, and a decade of client-side experience as a product director at Merck and innovation leader at Johnson & Johnson. This chapter explains: y Why a marketer needs to know about online video.
y y y
Pitfalls to avoid and ways to save yourself time and money. Ways to target customers in ways you may not have considered. How video can help you from awareness to loyalty
Chapter 2: Flavors of Video: From Skateboarding Cats to Pro Many business people consider YouTube, and the online-video medium, based on amateur one-hit wonders. Readers will learn that the medium has a hierarchy of content ± from individual ³webstars´ to television-like web series. You will learn: y y About the continuum between professional video and user-generated content. That a third hidden layer offers marketers a cost-efficient and powerful opportunity to get messages woven into a video (not just ads that may be overlooked). y How marketers can cost-efficiently market via popular content, going beyond banner ads without complex partnerships with major studios and networks. Chapter 3: Viral Video Is Dead While videos continue to ³go viral,´ Nalty proclaimed viral video ³dead´ for advertisers because the odds of a commercial video being seen by millions are nearly insurmountable. This important chapter explains: y Why advertisers creating viral videos are likely wasting money and missing more proven tactics. y The ³Seven Deadly Sins´ marketers and agencies so often make in their wellmeaning but naïve attempt to ³go viral.´ y The eight immutable laws of viral video ± truisms learned from dozens of marketing campaigns and more than 1,000 videos since the medium began. y The common traits of the most popular online videos (from kids and pets to dancing and topical satire). Chapter 4: Video s Role in the Marketing Funnel
While most marketers look to generate dramatic buzz, there are roles for online-video in various stages of a customer relationship ± from attention to loyalty. This chapter, with contributions from ³Online Video Maven´ Daniel Sevitt, shows how a video¶s intent and distribution platform depends on these stages. There are three primary types and goals of online video: viral (awareness), conversion (initiation), and education (loyalty). To help broaden readers considerations for online-video they will learn: How video can serve the stage of a customer-engagement process, from awareness and engagement through trial and loyalty. y y Proven ³best practices´ for engaging with a prospect after they have seen a video. How video can help humanize a corporation, and mitigate the media¶s tendency to vilify or characterize a company¶s public image. Chapter 5: The Most Visceral Form of Social Media BEYOND VIRAL is part of Wiley¶s ³New Rules of Social Media´ series, and it is hardly possible to explore online video comprehensively without acknowledging the significant social currency through which it thrives. This chapter explores: y How online video remains a social medium despite the increase of professional content from ³new establishment´ studios and networks. y Why those who consider online video as a ³distribution channel´ often fail. Posting the video is only the beginning. y How online video offers marketers a more visceral, natural, and sustainable opportunity than some of the popular and fleeting social-media sites. Chapter 6: Inside YouTube
The author is also a ³YouTube Partner,´ who generates revenue from the advertisements on his videos. He has spoken at Google and YouTube, educates global organizations about YouTube and online video, and has helped organize industry some of the largest YouTube gatherings. His ³inside knowledge´ of the world¶s second-largest search engine provides readers with: Why YouTube is an indispensible part of a marketing strategy even if the company or brand has video content on its own corporate or brand websites. y The ³least a marketer needs to know´ about YouTube without spending hours each day engaged in it (sadly, like the author). y Insights that will help the reader transform from ³I know it¶s an important website´ to ³I¶m more savvy than 80% of the average YouTube visitors.´ y Tips and tricks for helping market more effectively and avoid being lost in the overwhelming clutter. Chapter 7: Agencies Searching for Role Agencies have an important role in helping marketers complement their strategic plans with online video ± especially given advertising budgets increasing between 40 and 60 percent. Unfortunately few agencies employ people who understand how online-video works, and what they can do to invest responsibly their client¶s promotional investments. Whether you¶re a brand, agency, creator or entrepreneur, this chapter will help you by outlining: How marketing, strategy, Internet, and advertising agencies are adapting to the emergence of online video and social media.
How to predict some of the behaviors these companies will exhibit based on their response to the emergence of the Internet as a marketing channel a decade ago.
How to improve investments in online video based on the successes and frequent failures of enormously expensive campaigns.
Learning From Online-Video Stars
Every new medium creates new ³stars,´ a fact that has been true in film, television and radio. Online video is no different. This chapter helps companies with modest budgets gain extraordinary reach by nurturing relationships with these important and receptive video influencers. This chapter will help you understand: About the online video stars, or webstars, who have garnered significant and loyal audiences. You have not heard of most of them, but they often have daily audiences larger than well-known television shows. y y What makes an online-video star, and why their influence matters. The various skills that make a video star successful, and what entertainment companies and marketers can learn from them. Chapter 9: Marketing Via via Webstars A video ³webstar´ is usually an individual who has an authentic and regular connection with a growing audience, and has as many as 100,000 to millions of subscribers ± which provides them more reach than most major websites. These webstars influence their audiences due to the parasocial relationship between a webstar and his or her audience. This chapter identifies ways to tap these individuals similar to how companies work with celebrity spokespeople. You¶ll learn:
How leading brands have partnered with webstars to create entertaining promotion that is more credible, and far more difficult to ignore than traditional online advertising (banners, prerolls, paid search).
The benefits and challenges of identifying a webstar who fits a brand¶s personality, and how to manage the balance of the audience desires and marketing goals.
Some examples of highly visible campaigns that tapped webstars to augment advertising campaigns.
Paid Video Advertising
Since online-video is mostly free, advertising is vital to the medium. This chapter identifies some of the evolving options for paid advertising, which has poven to drive awareness, favorability, purchase intent, engagement and immediate action. Readers will understand: What advertising options are available to individuals or small companies, and what requires large spends. y y What video content will engage your audience instead of making them feel ³pitched.´ Insights from the CEO Revision3 (Jim Louderback) about what his clients have gained from sponsoring his popular web series, and why they continue to renew. Chapter 11: Measuring ROI and Performance of Online Video Nalty has used sophisticated ROI models to assess media mixes, and is fluent in how to derive metrics based on a campaign¶s strategic objectives. Whether readers are new to digital-media metrics or experienced with campaign analysis, they will learn:
Why online video, while not as data-driven as paid search, is far more accountable than print and television ± and that the medium has demonstrated how it can drive website visits and change perceptions and behavior (versus control groups).
How to hold online video accountable to your business goal²whether to increase awareness or drive direct response.
Chapter 12: Video and Search Engine Optimization Mark Robertson, author, consultant and founder of ReelSEO, is the leading authority on video marketing and search-engine optimization. Robertson co-authored this chapter on how to use video to improve rankings on search engines. Both Robertson and Nalty have been able to optimize their content and their client¶s content in ways that would be nearly impossible with text. Readers will learn how: y Search engines will dramatically impact your success with online video, and this will become a highly competitive area in coming years. The search engine is a broker between you and your customer for a variety of reasons. y Customers are increasingly using specific terms in their searches, and including the word video into searches more than the word sex. In the past five years the term ³how to´ has grown steadily as a search phrase. y Approximately one-third of a video¶s views are driven by search. Readers will learn how search engines overtook social media as a driver to videos, and why that matters. Google, by far the leading search engine, incorporates many forms of media in its universal search results. Since it currently indexes far more text than video, educated readers will have a distinct advantage with video content. YouTube, which is owned by Google, is the second-largest search engine ± far ahead of Yahoo and MSN. Chapter 13: How to Get Popular on YouTube
Nalty published ³How To Get Popular on YouTube Without Any Talent,´ and this chapter provides individuals with tips on promoting themselves in an increasingly competitive channel. Entertainers, speakers, entrepreneurs and expert can learn: What helps video creators achieve popularity, and how that may apply to your own business, passion, or charity. y How to create videos that engage viewers and increase the chances that they¶ll share your videos with others. y What techniques are effective for attracting and sustaining viewers, and what gimmicks and black hat techniques can be counterproductive. y Ethical and appropriate ways to promote your videos via blogs, web sites, and social media. Chapter 13: Can You Make Money from Online Video? Many popular YouTube entertainers have quit their day jobs and are making six-figure income without talent agents, auditions or studio contracts. Those with patience and persistence can learn that advertising revenue can be an annuity income, and learn: How to make money via online video if you are willing to invest time. What video content will engage an audience, an how a large audience can provide various income streams y What business people can do to drive revenue by first entertaining and then promoting. y What industry expert Daisy Whitney (New Media Minute and syndicated journalist) has observed about what distinguishes successful and profitable web studios and content creators. Chapter 15: Guerrilla Video for Entrepreneurs and Cause-Related Marketing
Entrepreneurs or nonprofits generally lack agencies and large budgets, and are better suited to guerrilla marketing via online video. Promoting a cause or startup requires maximizing limited budgets and tapping into high-impact but inexpensive tactics. In this chapter, entrepreneurs and cause marketers will learn: How to use online-video and social media to garner intelligence about your marketplace. y Ways to identify video-production talent without the high costs that large companies and agencies face, and distribute and promote that content on a shoestring. y Techniques to help market your service, product, or cause via video webstars already speaking to your target audience. y How to create your own videos to satisfy your customer¶s needs (for information or entertainment), and earn the right to promote.
Chapter 16: Learning from Obama Girl by Ben Relles Ben Relles, an experienced marketer, left his high-profile agency job to create what was one of the most widely celebrated series, ³Obama Girl,´ which gained media attention and impacted the 2008 election. Relles, who co-founded Barely Political and works with a leading web-studio, Next New Networks, is a rare online-video producer who continues to catapult talented creators into some of the most-viewed entertainers. The seasoned marketer and serial hit creator shares his inside tips to help readers: Take your video from online buzz to mainstream news and conversations. Benefit from three proven elements to online-video success based on hands-on experience with entertainment and brand case studies.
How to adapt to the medium as it matures, and use online video to build on existing conversations.
Chapter 17: Insider Information: Behind the Curtain Chapter 17 provides a rare glimpse into some of the most-successful online-video creators, and reveals what has made them so attractive to viewers and advertisers. You will learn from such stars as ³Rhett and Link,´ (whose branded entertainment has a cult-like following) and ³Venetian Princess´ (the most subscribed female musician and parody creator). y Two other online-video authors share their insider tips as video creators and subjectmatter experts. (Steve Garfield, vlogger and author of ³Get Seen´ and Alan Lastufka, author of ³YouTube: An Insider¶s Guide to Climbing the Charts´) y You will learn what¶s behind the outstanding success of chart-climbing video creators as Charles Trippy (CharlesTrippy), Hank Green (Vlogbrothers), Shay Butler (ShayCarl) Greg Benson (Mediocrefilms) and Dane Boedingheimer (Gagfilms and Creator of the remarkably popular ³Annoying Orange´ series). y Readers will learn how these webstars have turned hobbies into full-time professions that have given brands unsurpassed access to consumers online« and how that can help marketers and entertainers alike. Chapter 18: The Future of Online Video The online-video marketplace has only begun to take shape, and BEYOND VIRAL¶s final chapter explores:
How online-video, mobile viewing, and television are merging, and will continue to collide in the coming months and years.
Who will win the race for eyeballs: amateur webstars or pro content creators? How marketing and advertising needs to evolve with technology and consumer preferences.
How marketing and entertainment can co-exist to provide consumers with quality content for free.
We hope you have enjoyed some of the highlights that form the foundation for this unique book, BEYOND VIRAL, which is the definitive field guide for this dynamic and vital new medium of online video. The book will save you countless hours of learning through ³trial and error´ that took the author 1,000 videos and 5 years. Most importantly, you will gain a distinct advantage against other creators, marketers, entrepreneurs and anyone promoting themselves, a product or service, or an important cause. Good luck!
For more information, please visit www.BeyondViral.com and follow the author¶s blog, www.WillVideoForFood.com. To contact Kevin Nalty for speaking and consulting, please write to Kevin@NaltsConsulting.com or to provide feedback on the book please write to KevinNalty@gmail.com. For media inquiries about the book, please contact Wiley Publicist Heather Condon, Wiley (email@example.com, 201.748.6017). Other media inquiries please visit http://willvideoforfood.com/nalts-in-news/ and write (subject: URGENT MEDIA) to Kevin@NaltsConsulting.com.