COLLOQUY “Likes” Social Media as the Trialogue of the Future


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Citi, Zappos, Starbucks, Red Bull, and Best Buy Are Among Those That Lead
the Way in the Social Media Conversation

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CINCINNATI (March 1, 2011) – In its most recent issue, COLLOQUY magazine,
the voice of loyalty marketing since 1990, explores the melding of loyalty
and social media. COLLOQUY’s Contributing Editor Sharon M. Goldman takes the
reader through this intersection in a fast-paced read titled “Trialogue –
The Intersection of Social Media and Loyalty.”

Trialogue delivers a powerful means of engaging with customers, and a
platform for customers to champion brands through personal networks. Social
media clearly offers transformational loyalty-marketing opportunities, and
some big-name players have been spearheading the initiative.

Many experts point to Starbucks’ MyStarbucksIdea program as an early,
continually successful effort to create a three-way conversation on a wide
scale. Citi is planning on a click-to-call and click-to-chat feature that
steers users away from the social media site after engagement.
InterContinental Hotels Group’s three private online communities drawn from
their 52-million-strong Priority Club membership have been a key element in
the chain’s social media efforts.

Businesses are getting involved in social media in part because that’s where
the customers are: In 2010, Americans spent nearly a quarter of their online
time on social networking sites and blogs, an increase of almost 16% over
2009, according to Nielsen.

Two main forces that truly offer the chance for companies to move the needle
on loyalty:
1. Social media as a catalyst for storytelling and story-sharing through
2. New platforms for engagement and involvement harness fundamental loyalty
COLLOQUY magazine, published by LoyaltyOne, explores critical best
practices, innovations, trends, opinion and strategies in relationship,
dialogue and database marketing. Coverage in the latest edition also

Cover Story: Trialogue – The Intersection of Social Media and Loyalty
The powerful reach of social media enables loyalty marketers to extend their
mastery of dialogue with customers on a grand scale, achieving trialogue:
proactive three-way conversation between customers and their friends and the
companies they really care about. How can companies truly interject
themselves into the customer-to-friend equation and harness social media?
Listen to the questions and join the conversation – and be sure to tell your

Retail Report: Power of the Program
Discover how GameStop lives up to its motto of “Power to the Players” with
its energizing PowerUp Rewards program, launched in September 2010 and
already sporting 6 million members-with more Power, and more Up, yet to

Travel Report: Rapid Change – The Revamp of Rapid Rewards
The revamp of Rapid Rewards marks a radical change in Southwest’s venerable
frequent-flyer program. Senior Director of Customer Loyalty and Partnerships
Ryan Green describes the careful (and non-rapid) planning and design that
preceded the revamp.

Strategy Report: HHonored Guests
Hilton Senior Vice President of Global Customer Marketing Jeff Diskin
describes how Hilton and HHonors MyWay are recalibrating the power of the
loyalty program to stay close to the customer.

COLLOQUY® comprises a collection of publishing, education and research
resources devoted to the global loyalty-marketing industry. Owned by
LoyaltyOne, COLLOQUY has served the loyalty-marketing industry since 1990
with over 40,000 global subscribers to its magazine and the
most comprehensive loyalty web site in the world. COLLOQUY’s research
division develops research studies and white papers including
industry-specific reports, sizing studies and insights into the drivers of
consumer behavior. COLLOQUY also provides educational services through
workshops, webinars and speeches at events throughout the world and is an
loyalty-marketing partner of both the Direct Marketing Association and the
Canadian Marketing Association and a content provider to the American
Marketing Association. COLLOQUY also operates the COLLOQUY Network, a global
consortium of practitioners certified in COLLOQUY’s proprietary methodology.
COLLOQUY magazine subscriptions are available at no cost to qualified
persons at or by calling 513.248.9184.

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