Non-profits have known this for years as they deal first hand with the power of a small subset who cares passionately, to motivate their immediate community and beyond into action. Amnesty letter writing campaigns come to mind first and foremost.
50% of all Wikipedia edits are done by 0.7% of users 1.8% of users have written more than 72% of all articles
And the key take-away:
marketers focus on the mass – the 99%.
Well, traditionally they have been anyway…. We’ve always only had a sliver in Interactive to make due with targeting since nobody was forking over the same types of budget as mass. ;)