TAME THE CHAOS
PLAN. CREATE. CONVERT.
Australia’s brainiest digital marketing event is back to help you choose the right path when the apocalypse comes out of leftfield.
How do you find the silver lining in the dark cloud of a global pandemic? How do you open the door to new opportunities when your best-laid plans go out the window? How do you clean up when Facebook throws its toys out of the pram? Find out at SOS ’21.
Two days of killer keynotes, discussions and breakout brainstorms analysing the latest trends, techniques and real-world case studies to help you plan, create and convert, no matter what the world throws at you.
Rub shoulders, butt heads, swap notes and share a barista-brewed coffee with the brightest minds in the business.
GET MY TICKET NOWWHAT’S HAPPENING?
PROGRAM
*subject to change
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8.30am
REGISTRATIONS & WELCOME COFFEE
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9.30am
ACKNOWLEDGEMENT OF COUNTRY
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9.45 - 10.00am
OPENING REMARKS
State of Social Founder Meg Coffey takes to the stage to kick things off for 2021.
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10.00 - 10.50am
TAME THE CHAOS w/ Adrian Molina
Do some blue-sky thinking with Aviation American Gin’s highflying gin-ius Adrian Molina.
Where is he taking his marketing strategy and digital tactics next on Aviation’s round-the-world trip? How did he deal with 2020’s turbulence and avoid a one-way ticket to the funny farm? And how will he nail Aviation’s landing on the other side of the pandemic?
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10.50 - 11.40am
TAME THE CHAOS w/ Rachel Corbett
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11.40 - 12.30pm
WTFuture w/ Suzie Shaw
Ride the next big social wave with Suzie Shaw.
Social changes every. Single. Day. So it’s hard to keep up with what’s need to know and what’s going to be as short-lived as Ello. This trend briefing from the world’s largest social specialist agency, We Are Social, will cover the 7 biggest trends that are shaping social today, from social selling to social gaming, and will help marketers identify where to focus their energy.
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12.30 - 1.30pm
LUNCH
Enjoy a long lunch in the Sports Lounge and take in the sights of the incredible grounds at Optus Stadium. We’ve left you plenty of time to grab a feed and check your emails and then devour the brain food on offer.
EXPERIENCE // ‘Chaotic Reality’: an AR Art Exhibition from EyeJack
In collaboration with EyeJack App we present ‘Chaotic Reality’ – an augmented reality art exhibit at State of Social ’21.In keeping with this years theme ‘Chaos’, you can explore some incredibly chaotic augmented reality artworks. AR art is an art form that allows you to see beyond the physical. These AR artworks have been created by digital artists, animators and sound designers from all around the world as part of EyeJack’s Prosthetic Reality Project.
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1.30 - 2.05pm
BREAKOUT SESSIONS
Your choice of 3 sessions covering the hottest topics in social media and digital marketing.
TRACK 1: PLAN // Sponsored by Sked Social
Strategy v Tactics: Defining the real business problem with Barry Walker
In partnership with Advertising Council Australia, Barry Walker will help define the difference between strategy and tactics and how to determine your SMART goals. In addition to a wealth of insider knowledge, he’ll share real-life projects and a template you can use every day to lift your campaign strategy and planning game.TRACK 2: CREATE // Sponsored by Coffey & Tea
Deepfaked – sowing chaos in privacy and the erosion of trust with David Stewart
Scratch below the surface of deepfakes. What are they? How can you spot them? Or make them? What are the legal and cultural implications for celebrities, brands and society? From political disruption and cybercrime to revenge and fake celebrity porn, this breakout session will answer all your questions.TRACK 3: CONVERT
Finding Your Point of Difference with Carol McCracken
How do you differentiate your product in a sea of similarity? Willie Creek Pearl’s Carol McCracken will explore how they use social media to tell their story and showcase their unique point of difference. -
2.05 - 2.40pm
BREAKOUT SESSIONS
Your choice of 3 sessions covering the hottest topics in social media and digital marketing.
TRACK 1: PLAN // Sponsored by Sked Social
The Business of Cannabis with Martin LaneTRACK 2: CREATE // Sponsored by Coffey & Tea
Dissecting the Creative Brief with Smiljka Dimitrijevic
In partnership with Advertising Council Australia, Smiljka will guide you through reverse engineering a brief and guiding you through the elements and pitfalls of writing it in this hands-on session. You’ll understand how to avoid common brief-writing pitfalls and nail down the compelling insights and propositions that underpin every great marketing project.TRACK 3: CONVERT
One Upping the Status Quo with Anne Shea
Up is Australia’s first and fastest-growing banking app – it’s loved by customers Australia wide. The Up team loves to play with market-leading moves like the first Australian branded Gamified Effect in TikTok. But what really moves the needle? And how do you design big experiments on new platforms, without risking your core brand? -
2.40 - 3.15pm
BREAKOUT SESSIONS
Your choice of 3 sessions covering the hottest topics in social media and digital marketing.
TRACK 1: PLAN // Sponsored by Sked Social
TRACK 2: CREATE // Sponsored by Coffey & Tea
Creating a Cohesive Plan – How PR and Social are the best of friends with David Gardiner
In his 30-min breakout session, David will give you a crash course in perfecting the partnership between PR and social. Find out how to integrate your PR plans into your social strategy and vice versa. Discover how social can lead PR and how PR can lead social. And learn how to do it like the best in the business.TRACK 3: CONVERT
Closing the Loop: Understanding the Effectiveness of your campaigns with Michael Wretham
In partnership with Advertising Council Australia, Michael will examine how media planning fits into the bigger picture and key metrics used to determine the effectiveness of campaigns. -
3.15 - 3.45pm
AFTERNOON TEA
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3.45 - 4.25pm
THE NEW FANDOM FORMULA w/ Zoe Scaman
Exploring how fandom will become a dominant cultural and commercial currency over the next decade.
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4.25 - 5.00pm
TAME THE CHAOS w/ Rae Johnston
Get your geek on with Rae Johnston. If the break-neck speed of innovation fills you with FOMO or even dystopian dread, fear not.
What’s the next big thing after the next big thing? Who will disrupt the disruptors? Where’s it all heading, and why? And what do we need to know about as marketers?
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5.00pm
CLOSING REMARKS
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5.05 - 6.30pm
#SMPERTH Drinks
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8.30am
REGISTRATIONS & WELCOME COFFEE
The baristas are ready and waiting to help fuel the bodies while the brains are hard at work.
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9.30 - 10.45am
MORNING WORKSHOP 1
Your choice of 3 workshops covering the hottest topics in social media and digital marketing.
TRACK 1: PLAN // Sponsored by Sked Social
The Guest Experience Map with Kim McKay
The Guest Experience Masterclass is an insights-packed interactive masterclass. Kim will show you how to use the latest tools, principles and mindsets to create strategic breakthroughs with your guest experience. The session will give you a best-in-class tool and examples from around the world that you’ll leave inspired and ready to lead the change within your business.TRACK 2: CREATE // Sponsored by Coffey & Tea
Podcasting 101 with Zach Kangelaris
How and why does podcasting work for brands? When does podcast advertising make sense? What’s changed in the podcasting universe? What’s going to happen next? And how can you and your brand take advantage of it? From creating captivating podcasts of your own to advertising on great shows, Zach’s one-hour crash course will give you all the answers you need and a plan for how to proceed.TRACK 3: CONVERT
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10.45am - 12.00pm
MORNING WORKSHOP 2
Your choice of 3 workshops covering the hottest topics in social media and digital marketing.
TRACK 1: PLAN // Sponsored by Sked Social
TRACK 2: CREATE // Sponsored by Coffey & Tea
IP for Social Media Managers with Bennett + CoTRACK 3: CONVERT
The Cumulative Effect: how Content Journeys highlight the value of content in conversions with Andrés López-Varela
How do we talk to teams, stakeholders and agencies in that kind of a game about the cumulative effect of content and why we need to work at it over the long term? A Content Journey can help. Leveraging the principles of User Journeys, a Content Journey is a framework that heroes the role of the audiences we’re talking to every day with our content and clearly explains the volumes and types of content that are needed to convert our audiences into customers and advocates. -
12.00 - 1.00pm
LUNCH
Enjoy a light lunch and take a moment to let the learning sink in. Experience the Farmer’s Market brought to you by Buy West Eat Best and stock up on the freshest seasonal produce.
Take a seat in stadium or grab a spot in the Champions Terrace as you refuel and prepare for the afternoon sessions.
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1.00 - 2.15pm
AFTERNOON WORKSHOP 1
Your choice of 3 workshops covering the hottest topics in social media and digital marketing.
TRACK 1: PLAN // Sponsored by Sked Social
Who’s responsibility is our mental health? with Andy Wright
In 2018 and 2020, research uncovered the scale of the mental health challenge in the creative, media and marketing industries. More than half of us show signs of mental ill-health. While we’re getting better at talking about this with others, there’s a long way still to go. Unltd, Never Not Creative and the Mentally-Healthy Change Group are tackling the issues and will take us through the research findings, as well as initiatives in the industry and a discussion on who’s responsibility it is to keep us mentally healthy.
TRACK 2: CREATE // Sponsored by Coffey & Tea
Building brand equity through branded entertainment with Mike Drysdale
Creating content customers like is a valuable skill. Masterminding content they actively seek out, well, that’s priceless. How do you plan and create content so good, so entertaining that your customers go looking for it? Or even (cue fanfare) pay for it? With tips, insights, practical lessons and a heap of real-world case studies, Mike has a treat in store for you.TRACK 3: CONVERT
Ecommerce Engagement & Conversion with The Cut
With so many online stores vying for customers’ dollars, how do you create an eCommerce website that cuts through and converts browsers into buyers? Ben and Scott are the branding and digital marketing brains trust behind The Cut, the digital-first agency specialising in the development of software, dashboards and Shopify eCommerce websites. -
2.15 - 3.30pm
AFTERNOON WORKSHOP 2
Your choice of 3 workshops covering the hottest topics in social media and digital marketing.
TRACK 1: PLAN // Sponsored by Sked Social
Data-driven Marketing with Gabe Mach
Strategic secrets, tactical tips and practical processes for planning, creating and evolving campaigns that connect and convert. It’s a one-off opportunity to permanently boost your digital marketing IQ and ROI. You’ll learn how to strategise, leverage analytics, dig into the data and target your digital and social campaigns more precisely and effectively than ever.TRACK 2: CREATE // Sponsored by Coffey & Tea
Ear Candy. The art of sweeter communication with Garry Dean
Join Garry for his workshop and he’ll share his passion for listener-focused advertising that’s impossible to ignore and hard to forget. From audience psychology to understanding how to say more by talking less, you’ll learn how to think of audio as a visual, interactive medium and hack your customers’ brains through their ears.TRACK 3: CONVERT
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VIRTUAL #1
THE IMPORTANCE OF BUILDING COMMUNITY w/ Christina Garnett
An extra special session for All Access and Virtual ticket holders.
Christina Garnett is the godmother of #MarketingTwitter. Her ability to build communities is bar-none and her care for others online is unmatched. Learn about the importance of building a loyal community in this special virtual session.
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VIRTUAL #2
ACCESSIBLE SOCIAL MEDIA w/ Alexa Heinrich
An extra special session for All Access and Virtual ticket holders.
Alexa Heinrich is the Queen of Accessibility and leads the charge for inclusivity in social media. Learn why it’s so important to make your content accessible and inclusive, and how best to do it.
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VIRTUAL #3
THE AUDIO REVOLUTION w/ Meg Coffey
An extra special session for All Access and Virtual ticket holders.
Fad? Feature? Both? Meg Coffey will walk you through Clubhouse, Twitter Spaces and the rise of the Audio Revolution. Let’s break down exactly what makes audio apps so popular, how we can integrate them into our current strategies – and if we should.
- How to integrate audio into your content strategy
- Clubhouse and audio app etiquette and best practice
- How the tech is different to podcasting or other voice based programs.
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VIRTUAL #4
EXTRA SESSION FOR ALL ACCESS TICKET HOLDERS
GET YOUR LEARN ON
TICKETS
“It was an amazing day. Best marketing focused conference ever held in Perth.” – Karen T.
“Amazing conference, the best social and digital conference I’ve attended in Australia.” – Eliza T.
“Definitely the best marketing and or social media conference I’ve been to.” – Sarah B.
In the spirit of reconciliation, State of Social acknowledges the Traditional Custodians of country throughout Australia and their connections to land, sea and community. We pay our respect to their elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today.
SPONSORS
State of Social ‘21 would not be possible without a dedicated group of supporters and friends.
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