BEYOND VIRAL: A “Sneak Peak”

Executive Summary

“BEYOND 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 “The New Rules of Social Media

Series.”

This “sneak 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 “star” with more than 165 million views to date.

About the Author

Kevin “Nalts” 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

“Kevin Nalty is and has been my go-to guy on all things viral video. You’ll learn and

laugh 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)

“Kevin 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,

“You 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

Media Contact: Heather Condon, Wiley (hcondon@wiley.com, 201.748.6017)

Author: Kevin Nalty, Nalts Consulting, LLC, Kevin@NaltsConsulting.com

Book website: http://www.beyondviral.com

“THE 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 “Nalts.” Kevin “Nalts”

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 “gone 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 “New Rules of Social Media Series” created by a

leading speaker/author/expert, David Meerman Scott. “Beyond 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?

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 (“Nalts” 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 most-

recognized 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 “viral.”

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 “Nalts,” 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.

BEYOND VIRAL

Chapters & Summaries

Chapter 1: The Least a

Marketer Needs to Know

BEYOND VIRAL begins with “online-

video 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

“big-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:

Why a marketer needs to know about online video.

Pitfalls to avoid and ways to save yourself time and money.

ISBN: 9780470598887; Hardcover; $24.95; Wiley

For more information about Wiley’s books, please visit our Press Room www.wiley.com/go/press

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 “webstars” to television-like web series. You will learn:

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).

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 “go viral,” Nalty proclaimed viral video “dead” for advertisers

because the odds of a commercial video being seen by millions are nearly

insurmountable. This important chapter explains:

Why advertisers creating viral videos are likely wasting money and missing more

proven tactics.

The “Seven Deadly Sins” marketers and agencies so often make in their well-

meaning but naïve attempt to “go viral.”

The eight immutable laws of viral video – truisms learned from dozens of marketing

campaigns and more than 1,000 videos since the medium began.

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 “Online 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.

Proven “best 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 “New 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:

How online video remains a social medium despite the increase of professional

content from “new establishment” studios and networks.

Why those who consider online video as a “distribution channel” often fail. Posting

the video is only the beginning.

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 “YouTube 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 “inside 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.

The “least a marketer needs to know” about YouTube without spending hours each

day engaged in it (sadly, like the author).

Insights that will help the reader transform from “I know it’s an important website” to

“I’m more savvy than 80% of the average YouTube visitors.”

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.

Chapter 8 Learning From Online-Video “Stars”

Every new medium creates new “stars,” 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.

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 “webstar” 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.

Chapter 10 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.

What video content will engage your audience instead of making them feel “pitched.”

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 goal—whether 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:

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.

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 “how

to” has grown steadily as a search phrase.

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 “How 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.

How to create videos that engage viewers and increase the chances that they’ll share

your videos with others.

What techniques are effective for attracting and sustaining viewers, and what

gimmicks and black hat techniques can be counterproductive.

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

What business people can do to drive revenue by first entertaining and then

promoting.

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.

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.

Techniques to help market your service, product, or cause via video webstars already

speaking to your target audience.

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, “Obama 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 “Rhett and Link,” (whose branded entertainment

has a cult-like following) and “Venetian Princess” (the most subscribed female

musician and parody creator).

Two other online-video authors share their insider tips as video creators and subject-

matter experts. (Steve Garfield, vlogger and author of “Get Seen” and Alan Lastufka,

author of “YouTube: An Insider’s Guide to Climbing the Charts”)

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 “Annoying Orange” series).

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 “trial 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 (hcondon@wiley.com, 201.748.6017). Other

media inquiries please visit http://willvideoforfood.com/nalts-in-news/ and write (subject:

URGENT MEDIA) to Kevin@NaltsConsulting.com.