Unfortunately I missed this event but Josh Benoff of Forrester summarized some of key comments of Doc Searls which I quote below:
1. Advertising as we know it will die.
2. Herding people into walled gardens and guessing about what makes them “social” will seem as absurd as it actually is. (Facebook is his example.)
3. We will realize that the most important producers are what we used to call consumers. (Yup.)
4. The value chain will be replaced by the value constellation. (Many connections.)
5. “What’s your business model?” will no longer be asked of everything. (What’s the business model for your kids?)
6. We will make money by maximizing “because effects”. (“Because effects” are what happen when you make more money because of something than with it.) E.g. search and blogging.
8. We will be able to manage vendors at least as well as they manage us. (Agreements between companies and customers shouldn’t be skewed in favor of the companies.) At Harvard Law they call this VRM — vendor relationship management — which is what Searls is working on (projectvrm.org).
10. We’ll marry the live web to the value constellation. (The Live Web isn’t just about stars. Relationships of anybody to anybody.)
All this might not be readily accepted by marketers today, but let’s remember that most of what the authors of the Cluetrain Manifesto loudly proclaimed ten years ago about how the web will change consumer behavior and marketing has come to pass. My take is that he’s right again.