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Brian Haven, Senior Analyst at Forrester Research talks to Marketing Voices at the Forrester Marketing Forum in Los Angeles about the latest thinking about brand engagement today. Haven tells Jennifer Jones that although social marketing is taking off and many corporations are engaging in conversations with their customers, the science of brand engagement is far from complete. Haven mentions Nike and its use of social marketing as one fine standout example today. Tags: brand engagement, Brian Haven, forrester marketing forum, Jennifer Jones, Marketing Voices, Nike, social media

The success of YouTube has come largely from the site's utility to "pass along" video clips to blogs and social networking sites, according to two of our most astute observers of the Internet media scene, Henry Jenkins of MIT and online video analyst Brian Haven of Forrester Research. Jenkins is a big fan of YouTube, which he calls the "modern vaudeville" -- but he is not impressed with the social networking environment of the site. YouTube has created a new kind of content distribution system. Video content creators from small fries like Beet.TV to big shots like the BBC are embracing the platform to expand audience and brand awareness. See this video on Beet.TV: http://www.beet.tv/2007/03/youtube_works.html

Beet.TV has learned that The New York Times will make the embed code of its video clips available to the public by early fall. This means that many of the paper's videos will be freely used and posted to blogs and Web pages. This change will be implemented in Q3, according to Diane McNulty, a spokesperson for The New York Times. Just yesterday, The Washington Post began to offer the code of its clips. Earlier this year, The Wall Street Journal opened up it's code. (Beet.TV reported first on all three stories a hat trick!) These big newspapers understand that gaining market share means making their content usable on many platforms, even if there is some degree of risk. There is upside, of course. Through this system, the pre-roll ads that are seen on the site are shared as well and viewed from wherever they are placed. I think it's terrific that The New York Times is taking a page from YouTube game book of making embed codes available to everyone. After all, a good part of YouTube's success has come from the utility of providing embed code. Below is clip of comprised of two observers of the success of YouTube: Forrester senior Brian Haven and MIT Professor Henry Jenkins who head the Institute's Media Studies Program. They frame the success of YouTube and the power of sharable video.