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

by Kevin H. Nalty
Released September 2010
Publisher(s): Wiley
ISBN: 9780470598887

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Book description

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.

Table of contents

  1. Copyright
  2. Foreword
  3. Acknowledgments
  4. About the Author
  5. Introduction
  6. 1. The Least a Marketer Needs to Know
    1. 1.1. Eight Things Marketers Should Know about Online Video
    2. 1.2. Evolution of Online-Video Marketing
    3. 1.3. Online-Video Marketing Themes
      1. 1.3.1. Tapping Video Community
      2. 1.3.2. Quality of the Video Is Not As Important as You Think
      3. 1.3.3. The Cat on a Skateboard Is More Interesting than Your Brand
      4. 1.3.4. Online-Video Marketing Does Not Require a Contest
      5. 1.3.5. Keyword Junk Tagging Doesn't Work
      6. 1.3.6. Viral Doesn't Mean You Sold Anything
      7. 1.3.7. Expensive Production Kills ROI
      8. 1.3.8. Location Is As Important As Content
      9. 1.3.9. Conservative Organizations Can Play, Too
      10. 1.3.10. Measurability Is Here
      11. 1.3.11. Letting Go: Lennie Small
    4. 1.4. Marketing to Generation ADHD
    5. 1.5. So You Still Want to Go Viral?
  7. 2. Flavors of Video: From Skateboarding Cats to Pro
    1. 2.1. The Three Flavors of Online-Video Content
    2. 2.2. Examples of the Hidden Third Layer
    3. 2.3. Advertising via the Hidden Flavor
    4. 2.4. Pros versus Amateurs
  8. 3. Viral Video Is Dead
    1. 3.1. Why Viral Video Is Dead
    2. 3.2. Seven Deadly Sins of Viral Video
    3. 3.3. The Eight Immutable Laws of Viral Video
    4. 3.4. What Makes Videos Go Viral?
  9. 4. Video's Role in the Marketing Funnel
    1. 4.1. From Curiosity to Close: A Customer Case Study
    2. 4.2. Driving Traffic via YouTube
      1. 4.2.1. Some Additional Considerations
    3. 4.3. Video and Corporate Communication
  10. 5. The Most Visceral Form of Social Media
    1. 5.1. Discovering Community: The Backbone of Online Video
    2. 5.2. Physical Community
    3. 5.3. Video Trumps Social Media
  11. 6. Inside YouTube
    1. 6.1. YouTube 101
    2. 6.2. A Marketer's "Cheat Sheet" on YouTube
    3. 6.3. YouTube Secrets
    4. 6.4. "The Secret Sauce" of Google/YouTube
  12. 7. Agencies Searching for Role
    1. 7.1. Learning from the Past
    2. 7.2. How Agencies Can Engage in Social Media
    3. 7.3. Cautionary Case Study: The Snack Food Online Video Promo You'll Never See
    4. 7.4. The Battle of the Bands
    5. 7.5. Letting Go Can Be Hard to Do
    6. 7.6. Public Relations versus Marketing
    7. 7.7. Online-Video Creator as Producer or Distributor?
    8. 7.8. "Branded Entertainment," the Oxymoron?
  13. 8. Learning from Online-Video "Stars"
    1. 8.1. The Webstar Is Born
    2. 8.2. What Does a Webstar Do for a Living?
    3. 8.3. Case Study: Discovery Is a Shark
  14. 9. Marketing via Webstars
    1. 9.1. Challenges
    2. 9.2. Comparing "Star Endorsement" to a Typical Advertisement
    3. 9.3. Costs per View: Online Video Compared to Other Mediums
    4. 9.4. Ultimate Model to Measure Impact
    5. 9.5. Why Big Brands Do and Don't Tap Webstars
  15. 10. Paid Video Advertising
  16. 11. Measuring ROI and Performance of Online Video
    1. 11.1. An Impression Is Not an Impression
    2. 11.2. Pre-Rolls
    3. 11.3. Measuring CPM versus Branded Entertainment
  17. 12. Video and Search Engine Optimization
    1. 12.1. Google "Hearts" YouTube
    2. 12.2. YouTube Is Getting Googly
    3. 12.3. How to Get Your Video to Appear on Google
    4. 12.4. What Doesn't Work
    5. 12.5. The Eternal Delay of the Video Search Engine
  18. 13. How to Get Popular on YouTube
    1. 13.1. Glossary of Terms
    2. 13.2. Do You Really Want to Be a YouTube Star?
    3. 13.3. Understanding the YouTube Community
    4. 13.4. Methods behind the Madness
    5. 13.5. Collaborate with Other YouTubers
      1. 13.5.1. Pursue Quality Subscribers (Not Quantity)
      2. 13.5.2. Be Patient
      3. 13.5.3. Interact
      4. 13.5.4. Post Routinely
    6. 13.6. Going Beyond YouTube: "Seeding"
      1. 13.6.1. Be Hot
    7. 13.7. Avoid These Tricks at All Costs
      1. 13.7.1. Blatant Self-Promotion
      2. 13.7.2. Spamming
      3. 13.7.3. Don't Keyword-Bloat
      4. 13.7.4. Abusing "Video Responses"
      5. 13.7.5. Getting Too Self-Critical
      6. 13.7.6. Waiting to Be Discovered
      7. 13.7.7. Infringing Copyrights
    8. 13.8. How to Make Videos You and Others Will Enjoy
      1. 13.8.1. Stick to Your Brand (Be Yourself)
      2. 13.8.2. Short, Fast, and Big Finish
      3. 13.8.3. Don't Obsess over Production Quality
      4. 13.8.4. Package Your Video
    9. 13.9. Conclusion and Summary
  19. 14. Can You Make Money from Online Video?
    1. 14.1. Reality Check
    2. 14.2. YouTube and Cash
    3. 14.3. The "New Studios"
  20. 15. Guerrilla Video for Entrepreneurs and Cause-Related Marketing
    1. 15.1. Finding Talent
    2. 15.2. Going Direct to Webstars
    3. 15.3. Humanizing Your Venture
    4. 15.4. The Poor Man's Search Engine Optimization
    5. 15.5. Social-Media Monitoring on a Shoestring
    6. 15.6. Video Distribution Services
    7. 15.7. Power of How-To
  21. 16. Learning from Obama Girl
    1. 16.1. Getting Online Video into the Mainstream Conversation
    2. 16.2. My Man Crush on Obama
    3. 16.3. Three Tips for Infusing Online Video into Culture
      1. 16.3.1.
        1. 16.3.1.1. Be Really Quick
        2. 16.3.1.2. Be Really Different
        3. 16.3.1.3. Mythology: Have a Story Behind the Video
        4. 16.3.1.4. No Secret Formula
  22. 17. Insider Information: Behind the Curtain
    1. 17.1. Rhett and Link
    2. 17.2. Jodie Rivera
    3. 17.3. Greg Benson
    4. 17.4. Steve Garfield
    5. 17.5. Hank Green
    6. 17.6. Alan Lastufka
    7. 17.7. Charles Trippy
    8. 17.8. Dane Boedigheimer
    9. 17.9. Shay Butler
  23. 18. The Future of Online Video
    1. 18.1. Lean Forward Meets Lean Back
    2. 18.2. Professional Content Grows Faster than Webstars
    3. 18.3. Advertisers Shift from Interruption to Entertainment
    4. 18.4. Madison and Hollywood Become BFFs
    5. 18.5. The Next Big Thing
  24. Notes
    1. 18.6. INTRODUCTION
    2. 18.7. CHAPTER 1
    3. 18.8. CHAPTER 2
    4. 18.9. CHAPTER 3
    5. 18.10. CHAPTER 4
    6. 18.11. CHAPTER 5
    7. 18.12. CHAPTER 6
    8. 18.13. CHAPTER 7
    9. 18.14. CHAPTER 8
    10. 18.15. CHAPTER 11
    11. 18.16. CHAPTER 12

Product information

  • Title: Beyond Viral: How to Attract Customers, Promote Your Brand, and Make Money with Online Video
  • Author(s): Kevin H. Nalty
  • Release date: September 2010
  • Publisher(s): Wiley
  • ISBN: 9780470598887