In vimeo.com/26319440 derya paints a Vertex Map to use in conjunction with a Plain Effector.

This screencast takes the technique a step further using a Shader Effector with an animated Noise and a Particle Emitter as the Source of the Falloff.
Combining the Plain Effector with the Shader Effector gives some interesting organic, wavy motion.

j vimeo.com/26328994

Loading more stuff…

Hmm…it looks like things are taking a while to load. Try again?

Loading videos…