Wyndham Shares Success Testing Social Media

Performance Marketing Expo 2010, Eden Roc Renaissance in Miami
Online Merchants & Retailers Track

Introductions by Stephanie Lichtenstein, Micro Media Marketing

Jessica Kornacki of Endless Vacation Rentals by Wyndham Worldwide gave interesting insight into a Social Media case study started in 2009. The team’s goal was to create a consumer direct website with a small team on a very limited budget.

The team brainstormed over drinks and created Your Fat Chance with a little pink Hippo named Tickle. Bet you can’t resist giving Tickle a little tickle with the blue feather!

Using social media such as Twitter and Facebook to promote the site, they set up the cute site, asking people to submit their funny vacation stories. Family and friends of the submitters voted on the stories to determine the winners. Of course an ‘opt-in email’ was the key ingredient in the success of the campaign for Wyndham.

The campaign created a huge jump in traffic, PPC conversions jumped 110 percent and they ranked number 1 in google for ‘vacation contest’, and MSNBC asked for an interview,

Wyndham’s advice: Be precise in what you want to target, utilize link tactics, energize the team to be come brand ambassadors, make your goals realistic and achievable, create buzz and always measure your results.

Wyndham result: “Social media is now part of our business strategy!” BUT, always remember social media is NOT THE total story.