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.

1. 1(cc) Kelly Page
Web 2.0, Social Media &
Creative Consumers
Dr. Kelly Page
Cardiff Business School
E: pagekl@cardiff.ac.uk
T: @drkellypage
FB: drkellypage
What happens when consumers get creative with
social technologies?

2. … Apple iPod & Podcasting …
"It was Apple's customers -- not the company itself -
- that adapted the iPod for podcasting, which has
evolved into a new form of media broadcasting.” 1-2
@drkellypage

3. The Rise of the Creative Consumer!1-2
http://youtu.be/n-DpuEB2vy4
@drkellypage

4. 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 dealing
with creative consumers. Business Horizon. 50. 39-47.
@drkellypage

5. “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

6. Firm Considerations1-2
Awareness
Attitude
• Positive
• Negative
Action
• Active
• Passive
@drkellypage

7. Firm Stance1-2
Pierre R. Berthon, Leyland F. Pitt, Ian McCarthy, Steven M. Kates (2007). When customers get clever: Managerial approaches to dealing
with creative consumers. Business Horizon. 50. 39-47.
@drkellypage

8. It is NOT just about product innovation!
@DavidBrain
"The first thing that companies
learn when they start using the
internet is that they are not in
control. They find it really
difficult to abandon their
control mindset."
David Brain, CEO Edelman Asia-Pacific
@tim_weber
‘‘These days, one witty tweet,
one clever blog post, one
devastating video –forwarded
to hundreds of friends at the
click of a mouse– can snowball
and kill a product or damage a
company’s share price.’’
Tim Weber, BBC Business Editor
@drkellypage

9. Consumer Generated Advertising (CGA) 3-5
http://youtu.be/kTfy96gb2KI
@drkellypage

10. Consumer Collaboration for Change7-8
Clary Shirkey - “Cognitive Surplus”
@drkellypage

11. Sharing a Consumer Experience7-8
“Co-constructing Value”
@drkellypage

12. Creative consumers use social technologies to6 …
Creative
Consumers
Product
innovation
Social sharing
Consumer
generated
advertising
Collaboration
for social
change
Co-creating a
consumer
experience
@drkellypage

13. Leading “Creative Consumer” thinkers …
@drkellypage

14. 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. Muñiz, A. M., Jr., and Schau, H. J. (2007). Vigilante marketing and consumer-created
communications. Journal of Advertising, 36, 35–50.
5. Muñiz, 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. Muñiz 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

15. The content of this work is of shared interest between the author, Kelly
Page 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