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

1. Human to Human (H2H) Marketing
The “Loews Hotels” Case
IEMI –CMH
MBA 2B
VALENZUELA Verónica

2. H2H at Loews Hotels
• What are the touchpoints they are active on?
http://www.loewshotels.com/

3. H2H at Loews Hotels
Twitter
https://twitter.com/Loews_Hotels

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. H2H at Loews Hotels
Facebook
https://www.facebook.com/LoewsHotels?fref=ts

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. H2H at Loews Hotels
Google +
https://plus.google.com/106752641351
266785908/posts

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. H2H at Loews Hotels
You Tube
https://www.youtube.com/user/Loe
wsHotels/featured

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. H2H at Loews Hotels
Blog
http://www.loewshotels.com/blog/

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. Instagram
http://instagram.com/loewshotels
H2H at Loews Hotels

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. 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