The document discusses several predictions about the future of marketing and media, including that traditional pipes for content distribution will collapse as social media becomes the norm for engagement. It also predicts the rise of branded online communities, more people acting as publishers, and a shift towards listening, monitoring, and responding to online conversations as market research also moves online. Internal company structures may need to change as well to adapt to these new trends.

11. The Pipes will collapseare collapsing

12. Social Media is dead Long Live social media

13. The Intermediaries are no longer the linchpins

14. Branded communities will be the norm and the de facto engagement areas

15. Content is what?(Community is the emperor)

16. Everyone will be a publisher

17. It’s not about communication anymore

18. The collapsed pipes will finally make integrated agencies work (and others out of work)

19. Listening, Monitoring and Responding will grow bigger

20. Market Research will shift online. Passive Research V/s Active Research

21. New Equilibrium in Customer Service

22. Outsourcing Community Management will be the norm

23. Co-creation will be widespread

24. Internal Structures will change

25. Passive Sites, Press Releases and Static ads will die

26. Nowhere to hide