An Overview of the Mplanet Blog - Q&A With AMA CMO Nancy Costopulos

Jack Hollfelder writes:

I recently sat down with Nancy Costopulos, the American Marketing Association’s chief marketing officer, to discuss the launch of the Mplanet blog.  Read below for her take on this blog’s purpose, the explosion of social media and what’s ahead for bloggers and Mplanet 2009.

Jack:  Why did you decide to launch this blog? What is the purpose?

Nancy: For two reasons:  Community Building and Engagement.

For community building, Mplanet is more than an event—it’s the industry coming together to dialog about the short and long term issues marketers are presently facing.

We think it’s important to have a venue where marketers can discuss important marketing issues.  AMA has identified four core themes and related topics that will be discussed in the blog that are critical for marketers to understand and address. 

Results are what matter now, and we couldn’t be having this discussion at a more crucial time.

Secondly, engagement – As Mplanet program formats are designed to stimulate engagement and conversation via podium-free presentations, panel discussions, round tables, interviews and talk shows.  The Mplanet blog is a natural extension of the event itself as another touch point for the marketing industry to connect and engage marketers in these topics, both before and after the event, will add an important dimension to the discussion.

Jack:  Since the first Mplanet in 2006, social media has exploded – do you think marketers have had a hand in this growth?

Nancy: Without a doubt!  Marketers recognize social media as a powerful and authentic way to engage with their customers.

Jack: How did AMA develop the four core themes for Mplanet 2009?

Nancy: The core themes are the outcome of a comprehensive planning process that included Mplanet strategic and content partners, Bain & Company, the Wharton School and the Institute for the Study of Business Markets (ISBM), as well as the Mplanet CMO Advisory Board from top B2B and B2C companies.  AMA met with these various constituencies and, based on their insights, direction and experience, developed the core themes.  The themes are rich, insightful and challenging, promising a high level of information sharing and takeaway value.  They are also how the Mplanet blog is organized and each will be discussed at length.

• Brand Building in a Digital World
• Connecting with Empowered Customers
• Marketing Mix in a Fragmented World
• Global Marketing on a Borderless Planet

Jack: How can AMA members or Mplanet attendees participate in the blog?  Can they suggest topics? 

Nancy: Absolutely - there’s an open invitation for all to engage in this conversation.

As the four core themes are complex, and made only more so but our current economic situation, we feel the more discussion, the richer the results. In other words, the more the better! 

And because Mplanet is a community, we also feel there should be a community of marketers contributing to the blog.  To get in touch or suggest a topic for the Mplanet blog, email us at: mplanetblog@ama.org.

Jack: Mplanet 2006 has some great bloggers onsite like Josh Hallett and Ann Handley and Roy Young from MarketingProfs.  Can we expect more of the same for 2009?

Nancy: Having folks like Josh, Ann and Roy onsite in 2006 not only shared the Mplanet message industry-wide, but also allowed some of us at AMA to fully understand and experience first-hand the power of these Web 2.0 tools.

For Mplanet 2009, we are thrilled to have Toby Bloomberg, Josh Hallett and Peter Kim on board. Many other bloggers and media folks, like Stephanie Diamond, were invited to participate as well, both for the blog and onsite.

The Mplanet 2009 program offers insights and solutions from some of the best marketers and the best brands, but the opportunity to be there and interact with leaders from both B2B and B2C companies will allow everyone, especially bloggers, to contribute to the rich and engaging discussion.