@donmball kicked off the discussion by laying down an outline at his own blog: dblog

General Ideas and Concepts: 

Chasing after “viral” marketing
When you try to engineer viral, you have to be part sociologist and part psychologist, but ultimately you come off a little like a fakeologist. Companies show concern for having a pristine, buffed image, but this doesn’t translate to creating viral content. No one can predict viral. The more important activity should be listening to where your customers are living and what they’re saying. Letting your customers drive business decisions involves a radical trust because it means negative and positive happen together. But the payoff is credibility (among other things.)

Marketing “creative” is overrated, substance rules the day
Sites that can get you what you need are way more important than a catchy headline. In turn, you need to follow those people who are driving your content across the web. Adapting to the way of the Web is not a generational thing, a demographic thing or a psychographic thing – but it’s often a business thing.  Business leaders are operating on razor thin margins to drive wall street, and are often less trusting of the shift in marketing focus to Web 2.0. They don’t see ROI and maybe that’s because they’ve yet to find a quantifiable way to talk about it.

Loyalty is backwards
It’s no longer about customers being loyal to a brand. Now it’s about a brand being loyal to the customers. Listening. Hearing. And responding. It’s silly to think you can maintain a customer simply based on one good experience. Companies can’t assume any permanence with customer affinity. If the company can keep up with us, great, but we’re moving targets.