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Human to Human (H2H) Marketing
The “Loews Hotels” Case
IEMI –CMH
MBA 2B
VALENZUELA Verónica
H2H at Loews Hotels
• What are the touchpoints they are active on?
http://www.loewshotels.com/
H2H at Loews Hotels
Twitter
https://twitter.com/Loews_Hotels
• @Loews_Hotels in twitter shows to be a very
active account.
– Several posts per day
– Replies tend to be written between...
H2H at Loews Hotels
Facebook
https://www.facebook.com/LoewsHotels?fref=ts
Loews Hotels Facebook profile is a carefully
managed one.
–Shows daily posts
–Replies tend to be posted within a 24h lapse...
H2H at Loews Hotels
Google +
https://plus.google.com/106752641351
266785908/posts
At Google + Profile:
–Photos are post in an average of twice a month
–Information is kept to the minimum, providing the
li...
H2H at Loews Hotels
You Tube
https://www.youtube.com/user/Loe
wsHotels/featured
The You Tube account shows a significant
activity:
– Videos are published every 1 or 2-weeks.
– Reproduction lists have be...
H2H at Loews Hotels
Blog
http://www.loewshotels.com/blog/
In the Blog, Loews hotels shows the
following activity:
– The posts don’t show a pattern for being
publish but they are co...
Instagram
http://instagram.com/loewshotels
H2H at Loews Hotels
Loews Hotels on Instagram share:
–Great number of photographs (114 photos
during April 2014)
–Photos can be directly relat...
Conclusion:
The presence of Loews Hotels on Social Media is very
impressive. They show really strong efforts to be
constan...
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Human to human (H2H) - The "Loews Hotels" Case

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Example of how the luxury chain Loews Hotels apply H2H marketing in the Social Media.

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Human to human (H2H) - The "Loews Hotels" Case

  1. 1. Human to Human (H2H) Marketing The “Loews Hotels” Case IEMI –CMH MBA 2B VALENZUELA Verónica
  2. 2. H2H at Loews Hotels • What are the touchpoints they are active on? http://www.loewshotels.com/
  3. 3. H2H at Loews Hotels Twitter https://twitter.com/Loews_Hotels
  4. 4. • @Loews_Hotels in twitter shows to be a very active account. – Several posts per day – Replies tend to be written between 2 and 4 hours, although some might arrive later. Some tweets were replied up to 2 days later. – Replies are to tweets directed to Loews Hotels and to tweets with different hashtags that include the term “#Loews” – Replies are to solve issues, to thank a good comment or even just to socialize with the user that mention them. – Reservations can be made via tweet through the hashtag #BookLoews H2H at Loews Hotels
  5. 5. H2H at Loews Hotels Facebook https://www.facebook.com/LoewsHotels?fref=ts
  6. 6. Loews Hotels Facebook profile is a carefully managed one. –Shows daily posts –Replies tend to be posted within a 24h lapse from the time the comment was made. –Replies are mostly done to direct questions, but some are just to thank or support a comment. –Likes are given to thank nice comments H2H at Loews Hotels
  7. 7. H2H at Loews Hotels Google + https://plus.google.com/106752641351 266785908/posts
  8. 8. At Google + Profile: –Photos are post in an average of twice a month –Information is kept to the minimum, providing the links to Social platforms and company website. –Most post match those appearing on Facebook, meaning that are as well in a daily basis. –The profile doesn’t seem to have viewers’ comments, so no frequency of reply is available. –No videos are shared. H2H at Loews Hotels
  9. 9. H2H at Loews Hotels You Tube https://www.youtube.com/user/Loe wsHotels/featured
  10. 10. The You Tube account shows a significant activity: – Videos are published every 1 or 2-weeks. – Reproduction lists have been created, with a separation of 1 to 2 months between them. – Videos show no comments from users despite the several views. – No messages display on the Comments section. – Again, information is kept to the minimum, just providing the link to the website. H2H at Loews Hotels
  11. 11. H2H at Loews Hotels Blog http://www.loewshotels.com/blog/
  12. 12. In the Blog, Loews hotels shows the following activity: – The posts don’t show a pattern for being publish but they are constant, sometimes daily, sometimes more than once a day. – The posts link to articles in different websites, talking about subjects related to the hotels or to a destination they are located. – No comments from readers or replies are available. H2H at Loews Hotels
  13. 13. Instagram http://instagram.com/loewshotels H2H at Loews Hotels
  14. 14. Loews Hotels on Instagram share: –Great number of photographs (114 photos during April 2014) –Photos can be directly related to the hotels, or just related to the destinations. –They promote local businesses, particularly gastronomic ones. –Not all photo’s comments are replied, but presence is felt when checking the photos. Replies are made to socialize mostly, and to answer direct mentions from the viewers. H2H at Loews Hotels
  15. 15. Conclusion: The presence of Loews Hotels on Social Media is very impressive. They show really strong efforts to be constantly in contact with their followers, to socialize, to reply, and to promote in a non aggressive way the hotels and destinations, mostly by sharing stories and interesting events My recommendations would only include to have an established time of response for the comments and to include the logo of Instagram in the social media section of the official website. . H2H at Loews Hotels

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