Make it easy to turn the etherpad to etherwiki. Inspiration can be taken from docuwiki for example. First steps can be really easy like:
* make a button which would turn selected text into wiki link (link to pad with the name equal to the selected text.
* make it easy to change the wiki link to something else then the link text
* allow mode where the people can edit different pages, yet, have the same chat - i.e. when a participant "browses out" of the current pad s/he can still be able to chat with others.
* maybe show the page a user is browsing beside his name in list of participants
* ....