The Annual Rainmaker Marketing Symposium has been the key event for the business leaders and their marketing and sales teams in the Australian wealth management industry over the past decade. The following presentation was given at the 13th Annual Rainmaker Marketing Symposium held on 31st May & 1st June 2007. It provides insights into how the advent of Web 2.0 and social computing has sent a shockwave through traditional approaches to marketing and customer relationship management.