Hi Kent,
On the page where you can find the generic access token (
https://bitly.com/a/oauth_apps) click the "Register an app" link toward the top, that will take you through the process of registering an app and getting a client_id and client_secret.
As you gathered, the Bitly login is not the same as a client ID. There are 5 pieces of information here that are important for OAuth applications:
Associated with the application itself:
* client_id
* client_secret
Associated with the user:
* username
* password (though for most web-based OAuth applications you will never need this from the user)
Associated with the user and the application:
* Access token
Once a user has authorized the application and you've generated an access token, that is the only authentication information you need to include in the request.
A great place to start with OAuth and the concepts is
http://oauth.net/.
James