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Web 2.0, Social Media and the Creative Consumer.

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These slides were delivered to an MBA class about rise of the creative consumer. The slides are beaded on research work by leading scholars: Pierre Berthon (Bentely), Ian Mcarthy (SFU), Leyland Pitt ...

These slides were delivered to an MBA class about rise of the creative consumer. The slides are beaded on research work by leading scholars: Pierre Berthon (Bentely), Ian Mcarthy (SFU), Leyland Pitt (SFU), Colin Campbel (Monash), Steve Kates (SFU), Hope Schau (Arizona), Albert Muntz (DePaul) and Clay Shirky in his book - Cognitive Surplus.

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  • Consumers who hack proprietary products aren't necessarily the enemies.
  • http://youtu.be/n-DpuEB2vy4Developments in social technologies under the broad banner of Web 2.0 have led to a sea change in the way consumers relate to both the communication and offerings of organizations, and also to the ways in which they interact and communicate with each other in groups. In addition to changing where and how our social interaction occurs, social media have also turned consumers into active communicators and creators of content, accelerating the creative consumer phenomenon (Berthon et al., 2007; Muñiz & Schau, 2007).
  • http://youtu.be/kTfy96gb2KI
  • Clary Shirkey in his book “Cognitive Surplus” talks about how social technologies are changing the way society works and in this consumers, enabling loose collaboration and the taking advantage of a society’s cognitive surplus.
  • http://youtu.be/1CN-vTTL588

Web 2.0, Social Media and the Creative Consumer. Web 2.0, Social Media and the Creative Consumer. Presentation Transcript

  • Dr. Kelly Page Cardiff Business School E: pagekl@cardiff.ac.uk T: @drkellypage FB: drkellypage Web 2.0, Social Media & Creative Consumers What happens when consumers get creative with social technologies?(cc) Kelly Page 1
  • … Apple iPod & Podcasting …"It was Apples customers -- not the company itself - - that adapted the iPod for podcasting, which hasevolved into a new form of media broadcasting.” 1-2 @drkellypage
  • The Rise of the Creative Consumer!1-2 http://youtu.be/n-DpuEB2vy4 @drkellypage
  • Creative Consumers1-2 • Creative consumers - customers who adapt, modify, or transform a proprietary offering. • Represent an intriguing paradox for business – A black hole for future revenue, with breach of copyright and intellectual property. – A gold mine of ideas and business opportunities.Pierre R. Berthon, Leyland F. Pitt, Ian McCarthy, Steven M. Kates (2007). When customers get clever: Managerial approaches to dealingwith creative consumers. Business Horizon. 50. 39-47. @drkellypage
  • “CC” Behaviour1-2• Work with all types of products – NOT just novel or enhanced products.
• Often work on personal issues that remain personal, or expand in use to a subset of users.• Need not benefit directly from their innovations, may obviously benefit indirectly thorough thanks, peer recognition etc. 
• Rarely ask permission to experiment - they select the product, the firm, the innovation. @drkellypage
  • Firm Considerations1-2 Awareness Action Attitude• Active • Positive• Passive • Negative @drkellypage
  • Firm Stance1-2Pierre R. Berthon, Leyland F. Pitt, Ian McCarthy, Steven M. Kates (2007). When customers get clever: Managerial approaches to dealingwith creative consumers. Business Horizon. 50. 39-47. @drkellypage
  • It is NOT just about product innovation!@DavidBrain @tim_weber"The first thing that companies ‘‘These days, one wittylearn when they start using the tweet, one clever bloginternet is that they are not in post, one devastating video –control. They find it really forwarded to hundreds ofdifficult to abandon their friends at the click of a mouse–control mindset." can snowball and kill a product or damage a company’s share price.’’David Brain, CEO Edelman Asia-Pacific Tim Weber, BBC Business Editor @drkellypage
  • Consumer Generated Advertising (CGA) 3-5 http://youtu.be/kTfy96gb2KI @drkellypage
  • Consumer Collaboration for Change7-8 Clary Shirkey - “Cognitive Surplus” @drkellypage
  • Sharing a Consumer Experience7-8 “Co-constructing Value” @drkellypage
  • Creative consumers use social technologies to6 … Product innovation Co-creating a consumer Social sharing experience Creative Consumers Collaboration Consumer for social generated change advertising @drkellypage
  • Leading “Creative Consumer” thinkers … @drkellypage
  • Recommended Reading …1. Berthon, P. Pitt, L,. Ian McCarthy, Steven M. Kates (2007). When customers get clever: Managerial approaches to dealing with creative consumers. Business Horizon. 50. 39-47.2. Berthon, P., Campbell, C., Pitt, L., and McCarthy, I. (forthcoming). Creative Consumers: Awareness, Attitude, & Action, Journal of Consumer Marketing.3. Deighton, J. and Kornfeld, L. (2007). Digital Interactivity: Unanticipated Consequences for Markets, Marketing, and Consumers, Harvard Business School Working Paper 08-017.4. iz, A. M., Jr., and Schau, H. J. (2007). Vigilante marketing and consumer-created communications. Journal of Advertising, 36, 35–50.5. iz, Albert M. Jr. and Hope Jensen Schau (2011), “How to Inspire Value-laden Collaborative Consumer Generated Content,” Business Horizons, 54(3), 209-217.6. Page, K. L. and Pitt, L. (Forthcoming). Web 2.0, Social Media and Creative Consumers, Special Issue Editorial, for Journal of Consumer Behaviour.7. Schau, Hope Jensen, Albert M. iz Jr. and Eric J. Arnould (2009), “How Brand Community Practices Create Value,” Journal of Marketing, 73 (5): 30-51.8. Shirkey, C. (2010). Cognitive Surplus: Creativity and Generosity in a Connected Age, The Penguin Press. HC. @drkellypage
  • The content of this work is of shared interest between the author, KellyPage and other parties who have contributed and/or provided support or material for the generation of the content detailed within. This work is licensed under a Creative Commons Attribution-NonCommercial-Share Alike 2.0 UK: England & Wales. http://creativecommons.org/ Kelly Page (cc) @drkellypage