Facebook check-in provides a new form of electronic word-of-mouth (e-WOM) marketing for local businesses. By allowing users to check-in at locations on Facebook, businesses can leverage positive e-WOM from customers and opinion leaders to build their brand awareness, reputation, and perception of value. However, companies must also carefully manage any negative e-WOM on social media to maintain credibility and trustworthiness with consumer reference groups.

1. Facebook check-in: A
new form of e-word-of-mouth
By,
Kristiana Timson, Tuyen Tran and Manan Gulati

2. INTRODUCTION
Founded in 2004 by Mark Zuckerberg
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3. Word of Mouth: Services vs. Goods
SERVICES
• Intangible
• High perceived risks
• Perishable
GOODS
• Tangible
• Standardised
• Consistent
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4. Word of Mouth to local businesses
 Development of technology
 Social media
 Status/ Reputation
 Brand awareness
 Perception of value
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5. Managing positive and negative W.O.M
POSITIVE
• Incentives
• Rewards
• Encouragement
NEGATIVES
• Apologies
• Compensate
• Take responsibility
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6. Communication: Peer vs. Firm generated
Firm- generated Peer- generated
• Source credibility
• Nature of the product or service,
brand equity and promotional
characteristic
• Who, how, when, where
• Character narrative communicator
• Forums
• Size, lifestyles, social class, and
average of age of community
members
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7. OPINION LEADERS
Trustworthy
Experts
Motivating
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8. Pros and Cons of Mobile Marketers
PROS:
 Ease of information
 Simplification
 Convenient
 Sharing and wider target market
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9. Pros and Cons of Mobile marketers cont.
CONS:
 Easily accessible and difficult to remove
 Piracy
 Structure of smartphones
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10. Consumer Reference Groups & Facebook
 Information and experience
 Power creditability and trustworthiness
 Conformance
 Visibility and conspicuousness of product
 Family, friends and other
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11. CONCLUSION
 Facebook as a marketing tool
 Impact of mobile devices
 Managing word of mouth
 Trust for communications
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