Posts Tagged 'Jet Blue and Jenny Dervin'

Is social media recklessly ruining brand reputations?

Any brand can get into trouble, often for reasons completely out of the blue.  The question is not “if” but “when”.

Nobody wants to be a case study like Tropicana or Gap’s logo recall.

Be prepared.

This coming Thursday, learn how JetBlue dealt with the fall-out from their flight attendant, Steven Slater, going awol down an emergency slide.  How did they handle the immediate attention of all media, all over the world?  Was twitter a lifesaver or a sore point?

Erich Joachimsthaler will present new research on Social Currency.  Can it provide some protection to brands when a crisis hits?

And the incomparable Kirk Stewart will give us the new rules for handling brand crises in the world of social media.


“Is Social Media Creating Brand Crises: The Role of Social Currency”
Kirk Stewart,
Executive Vice President at APCO Worldwide, former head of Corporate Comms at Nike
Jenny Dervin
, Director of Corporate Communications at Jetblue Airways,
Erich Joachimsthaler, Founder and Managing Partner at Vivaldi Partners
Moderated by NYAMA Board Member Randall Ringer, Managing Partner and Co-Founder, Verse Group
Thursday, January 20th 6:00-8:00 pm at the Ney Center, Y&R Building (285 Madison Avenue)
Register online at


Sign up now at    If you aren’t yet a member of the NYAMA, then use the code VIPBRAND for a special discount for readers of this blog.

See you there!


What’s a marketer to do – or – Navigating a brand crisis in the rough seas of social media

Mark the date on your calendar.  January 20th.  6 to 8 pm.  Or better yet, go to and sign up!

Join me when 3 terrific marketers share their experiences managing brand reputation in the age of social media.  I’ll be the emcee of the evening’s event.

The headliners:

Kirk Stewart, EVP of APCO Worldwide (and former head of Corp Comms at Nike)

Jenny Dervin, Director of Corporate Communications at JetBlue Airways

Erich Joachimsthaler, Founder and Managing Partner at Vivaldi Partners.  Author of the award winning “Hidden in Plain Sight”

Any brand can find itself tossed about in the sea of social media.  Just look at Starbucks in last week’s New York Times (see my previous blog post).  Or Gap.  Or Tropicana.  You don’t have to have a BP or Toyota sized problem to find your brand being tweaked on twitter.   We’ll have a lively conversation about some very high profile branding events, with first hand reports from Kirk, Jenny and Erich.

Kirk is on the front line of brand reputation in his role at APCO.  Before joining APCO he was at Nike, dealing with brand crises ranging from protests over child labor to star athletes getting into trouble — Tiger Woods type of trouble.

Perhaps we can convince Jenny to tell us the inside story of what kind of chaos was created last August when a flight attendant, Steven Slater, made his dramatic exit down the slide from a JetBlue plane.

Erich will share insights into Social Currency, based on Vivaldi’s new study.  You might have seen it written up in Fast Company a few months ago.  And I’ve been told that there will be complementary copies of Erich’s Hidden in Plain Sight.  The book won the AMA/Berry Prize, among other honors.

So, sign up at and come join us on January 20th.  This is being held at the Ney Center at Y&R (285 Madison Avenue).  Best to sign-up in advance, since there is limited seating.

The doors open at 6 pm for networking and refreshments.  The main event begins promptly at 6:30 pm.


Save the dates

Here are two upcoming events from the NYAMA in January:

On January 6th there is a NYAMA networking event at 47 East 29th Street, the Red Sky Lounge, from 6 to 8 pm.  It’s social networking the old fashioned way.

And on January 20th there is a real treat.  We’ll have 3 special guests speaking about How to manage a brand crisis in an age of social media.

Remember Steven Slater?  He’s the Jet Blue flight attendant who jettisoned his career this past August, making headlines around the world.  We’ll have Jenny Dervin from Jet Blue on hand to tell us how they handled that brand crisis!

Jet Blue in the News

We’ll have Kirk Stewart of APCO to give some insight into the influence of social media on the reputations of Nike and Toyota when those two brands had crises.

And we’ll have Erich Joachimsthaler of Vivaldi to share his views on the importance of Social Currency to brand reputation.  You may have seen his study on Social Currency in Fast Company and other publications.

Fast Company article on Social Currency


More details at

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