Online-video marketing is growing, and entrepreneurs, entertainers, marketers, agencies, cause-marketers and advertisers continue to burn budgets pursuing "viral videos." In this "sneak peek" of "Beyond Viral," a book by the only marketer who doubles as a YouTube star, you will learn some of the crucial areas to avoiding pitfalls and benefiting from real case studies and experience. Readers will discover what works in online video, and how to promote themselves, their brands (products or solutions) and their causes. Entrepreneurs, performers, agency leaders, and marketers will gain rare knowledge about online-video marketing and how to leverage the medium to engage customers and drive sales. By Kevin "Nalts" Nalty (www.beyondviral.com)

1. 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 consultantfocused 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.

2. 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)

3. 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

4. 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 fromany 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
acareer marketer and online-video creator)
BEYOND VIRAL also provides case studies detailingwhat 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 thecommon
mistakes and pitfalls that many top companies and agenciescontinue to make while
chasing the dream of going ―viral.‖
Viral video is deadaccording to Kevin Nalty, but there aregolden opportunities for
businessesthatestablishthe 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 measurablydrive 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 helpswell-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.

5. 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
visitwww.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 ―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:

6. Why a marketer needs to know about online video.
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 ―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

7. 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™

8. 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 readertransform 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.

9. 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 whatentertainment
companies and marketers can learn from them.
Chapter 9: Marketing Via viaWebstars
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:

10. 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 tappedwebstars 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:

11. Why online video, while not as data-driven as paid search, is far more accountable
than print and television – and that the medium hasdemonstrated 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

12. 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

13. 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 intelligenceabout 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 andworks witha
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.

14. 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-climbingvideo 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:

15. 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 againstother 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.