Trumblog

Lovin’ the new term “passionista” though it seems basically like a cross between Malcolm Gladwell’s Mavens and Connectors from The Tipping Point. Passionistas are highly-engaged consumers spending more time with online content, visiting websites 3 times to every one time for a typical visitor and spending 6 minutes there compared to 1. But passionista’s real power come from their sharing content.

Passionistas heavily engage with communities of like-minded consumers who use email, text messaging, and instant messaging significantly more than typical users, and are more likely to create and share user-generated content online such as photos, blog posts or videos about their passions.

Now clearly passionistas are a marketer’s dream. Engage these folks and they will market for you, but the flip side is that they will keep you honest. Screw up and they will let you know

I think that it’s the kind of week that I’ve had, but it feels like I’m seeing the Cluetrain Manifesto everywhere. Companies that fail to take passionistas into account will live to regret it. They are just the leading edge of customer activity and interaction online. The passionistas are here and their ranks are growing. Mark McLaughlin at Yahoo! is right

“Being passionate today means digital content sharing and influencing others’ brand perceptions and purchase behaviors,”

We are living in a passionista world. We just all haven’t realized it yet.

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