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

by Nalty, Kevin; Scott, David Meerman

• ISBN13: 9780470598887
• ISBN10: 0470598883
• Edition: 1st
• Format: Hardcover
• Copyright: 2010-09-21
• Publisher: Wiley

Summary

Promote your product using the most visceral form of social media-online videoLearn 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 makingOnline video has huge potential, mostly untapped. Put your business at the forefront of this important medium with the proven methods described by Beyond Viral.

Author Biography

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 Hostels Group, Cox Communications, and Coke-market via online video. Visit NaltsConsulting.com.

Table of Contents

Foreword	p. ix
Acknowledgments	p. xii
About the Author	p. xiii
Introduction	p. xiv
The Least a Marketer Needs to Know	p. 1
Flavors of Video: From Skateboarding Cats to Pro 31
Viral Video Is Dead	p. 43
Video's Role in the Marketing Funnel	p. 59
The Most Visceral Form of Social Media	p. 79
Inside YouTube	p. 91
Agencies Searching for Role	p. 105
Learning from Online Video ôStarsö	p. 121
Marketing via Webstars	p. 131
Paid Video Advertising	p. 145
Measuring ROI and Performance of Online Video	p. 155
Video and Search Engine Optimization	p. 163
How to Get Popular on YourTube	p. 177
Can You Make Money from Online Video?	p. 205
Guerrilla Video for Entrepreneurs and Cause-Related Marketing	p. 217
Learning from obama Girl by Ben Relles	p. 225
Insider Information: Behind the Curtain	p. 233
The Future of Online Video	p. 261
Notes	p. 267
Index 273
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