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SSIs Fawson Invited to Join Loyalty Program Experts at Mega Event

Reveals How Social Media and Apps Affect Loyalty Program Members

SHELTON, Conn., Nov. 19, 2014 – Designing a social presence for a loyalty program is difficult. The message must resonate with a variety of segments and at the same time attract a new generation of members. A recent SSI survey on loyalty programs’ social presence and apps reports millennials and non-millennials have the same needs.

“What sets these two publics apart are the fact millennials expect more from apps than others; are more likely to share negative feedback through social media networks; and tend to be more brand loyal,” said Bob Fawson, SSI’s chief access, supply and engagement officer. This type of insight and expertise is in high demand as loyalty programs look to attract millennials to their communities through social media.

Fawson is participating in a panel discussion today on the effects of mobile apps and social media on loyalty programs at Airline Information’s Loyalty, Ancillary & Co-Brand Conferences – Mega Event 2014 in New Orleans. He is presenting original research outlining loyalty program participants’ expectations of companies’ social media presence. Fawson has years of experience successfully recruiting members to join SSI’s worldwide research communities, including its growing global B2B panel, through the use of social media.

As a leading global data solutions and technology company, SSI knows how to work with loyalty program members. Since introducing SSI’s B2B inSSItes™ solution last January, the company has been busy partnering with some of the world’s largest loyalty programs, including JetBlue’s TrueBlue, Air France-KLM’s Flying Blue and Spirit Airlines’ Free Spirit.

“SSI continues to expand its global B2B inSSItes solution with leading loyalty programs from around the world,” said Chris Clarke, SSI’s chief marketing officer. “We’re growing our global panel exponentially by understanding B2B respondents as people who are motivated by different recruiting techniques, rewards and membership experiences. Loyalty programs have benefitted from SSI’s unique approach by gaining more loyal, satisfied members. And market research companies are benefitting from greater access to their highly-valued opinions.”

The survey of 5,000 people was split between airline and hotel loyalty program members from the United States, United Kingdom, France, Germany and Canada. Half the respondents were born between the early 1980s and the early 1990s, defined as millennials, and the other half were older.

“The research tells a compelling story about what loyalty members expect to see, want to see and are ambivalent about when using social media and mobile applications,” explains Fawson. “Loyalty program members are not looking for a playful, fun, corporate tone on social networks. They want authenticity and honesty.” (To receive full results from the recent SSI social media/mobile app survey, email SSI at info@surveysampling.com.)

SSI’s B2B inSSItes solution offers a full range of products and services from precise targeting of business people using questions designed by methodologists, to survey design, programming and hosting, data analytics and reporting. Members include decision-makers and influencers in areas such as IT, HR and advertising; senior executives, small business owners and professionals of all types. Respondents are selectable by revenue, employee size, geography and vertical market.

The SSI Loyalty Partnership program engages major industries, including airlines, hotels, retailers and banks in a uniquely beneficial exchange. Their members earn loyalty currency immediately and exclusively for sharing their opinions with SSI. Participating loyalty programs earn ancillary revenue every time their members share their opinions, and increase engagement by giving them a positive and enjoyable experience.

Airline Information (Ai) is an established leader and innovator in commercial aviation conferences. Since 2005, Ai has hosted thousands of airline and travel professionals at conferences, forums, workshops and networking events. Ai is also home to the airline industry’s most forward-thinking research in loyalty and merchandising. Airline professionals, marketers, investment firms and industry suppliers turn to Ai for the latest trends, advisory and industry guidebooks. For more information, please visit www.airlineinformation.org.

SSI is the premier global provider of data solutions and technology for consumer and business-to-business survey research, reaching respondents in 86 countries via Internet, telephone, mobile/wireless and mixed-access offerings. SSI staff operates from 25 offices in 18 countries, offering sample, data collection, CATI, questionnaire design consultation, programming and hosting, online custom reporting and data processing. SSI’s 3,300 employees serve more than 3,000 clients worldwide. Visit SSI at www.surveysampling.com.

SSI B2B inSSItes is a trademark of Survey Sampling International, LLC.

MEDIA CONTACT:
Jason Kannon
Kannon Public Relations
203.981.4230 (USA)
jkannon@kannonpr.com