The business of viral videos

-Now, everyone knows what happens when you drop a handful of Mentos at a Diet Coke. -There's an amazing geyser, there's 25 or 30 feet air. -And the process of playing around with this chemical reaction, Stephen Voltz and Fritz Grobe unknowingly became viral video stars. -We put up - we told one person on Monday morning, let [unk] -Alright boys, anytime, take it away. -In less than seven years, more than 100 million people have seen this Diet Coke and Mentos video earning the team more than $30,000 - that's led to more videos and partnerships with McDonald's and Coca Cola and has forced Stephen to rethink his career as a trial lawyer. -I'm not making the same money as my kids like but it's a lot more fun. -These people are making a lot of money. They're putting the kids through college doing this, quitting their jobs to be able to do this because they have a steady income from this audience that they've built. -Kevin Lockheed whose team tracks video trends for YouTube. To him, a winning video has to be shareable. -We don't just want to watch those videos. You want to talk about them to somebody else. You want to post them in your social media feeds. You want to have a conversation. -In a new book on the topic, Voltz and Grobe explained what they think are the key elements to viral success. -Be true, don't waste my time, be unforgettable and ultimately [unk] -As for what they're working on next, well, you might just have to wait until someone forwards you the link. In San Francisco, I'm Kara Tsuboi, CNET.com for CBS News.