Canadian company LoyaltyMatch is setting out to tackle an important challenge for loyalty programs — how to track customer affinity over social media and award fans for cheering on your brand.

A big hit at this year’s International Ticketing Association conference was the company’s social loyalty tools allowing brands to award individuals based on hashtag tracking. LoyaltyMatch is helping venues convert a fan’s social actions on Twitter or Facebook into rewards. Whenever a fans post a tweet or clicks “like” on Facebook, they generate points for perks like free tickets and upgrades. That leads to more fans talking about live music brands, explained LoyaltyMatch President and CEO Brad Ball.

“If a club wants to go out and promote a specific artist, they can hashtag the artist,” Brad explained. The venue can use that hashtag to track engagement and assign rewards for social chatting, or talking about the artist in their social channel.

“And the nice thing is that the fan doesn’t have to be logged in to the loyalty program” to collect points, Ball said. Fan tweets are regularly searched and track automatically, creating award opportunities for brand ambassadors.

LoyaltyMatch is also helping organizations work together through a new partnership with the Greater Philadelphia Cultural Alliance.

LoyaltyMatch helped the group launch Funperks, the first digital loyalty program in North America designed for patrons of the arts & culture community. Users access the reward platforms via Phillyfunguide and Funsavers, and use points to redeem great perks like free tickets and unique, exclusive experiences like backstage passes and special access.

For nowFunperks is being presented as a pilot program and will be open to the Cultural Alliance’s 400+ member organizations including museums, dance companies, community art centers, historic sites, music ensembles and zoos. Points earned at one organization can be redeemed to check out a new production, Ball said.

“You buy your tickets, you get points, you accumulate the points and then you can use them to buy tickets for other events,” he said. “It’s a cross-pollination between all of the arts groups, which is unique because not everyone likes to share data. Some of these are very small arts groups. They couldn’t afford to do this on their own, but in aggregation, they can increase visibility and give the consumer a complete view of Philadelphia’s vibrant arts community.”