Human to Human (H2H) Marketing

The “Loews Hotels” Case

IEMI –CMHMBA 2B

VALENZUELA Verónica

H2H at Loews Hotels

• What are the touchpoints they are active on?

http://www.loewshotels.com/

H2H at Loews HotelsTwitter

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 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

H2H at Loews Hotels

Facebookhttps://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 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

H2H at Loews Hotels

Google +https://plus.google.com/106752641351266785908/posts

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

H2H at Loews Hotels

You Tubehttps://www.youtube.com/user/LoewsHotels/featured

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

H2H at Loews Hotels

Bloghttp://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 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

Instagramhttp://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 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

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.

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H2H at Loews Hotels