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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?
… 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
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 dealing
with 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
Attitude
• Positive
• Negative
Action
• Active
• Passive
@drkellypage
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
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
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 …
Creative
Consumers
Product
innovation
Social sharing
Consumer
generated
advertising
Collaboration
for social
change
Co-creating a
consumer
experience
@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. 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
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

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Web 2.0, Social Media and the Creative Consumer.

  • 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

Editor's Notes

  1. Consumers who hack proprietary products aren't necessarily the enemies.
  2. http://youtu.be/n-DpuEB2vy4 Developments 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).
  3. http://youtu.be/kTfy96gb2KI
  4. 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.
  5. http://youtu.be/1CN-vTTL588