A LOOK AT CURRENT AND FUTURE TRENDS IN SOCIAL MEDIA & DIGITAL MARKETING.
26TH & 27TH AUG 2025
PERTH WESTERN AUSTRALIA
SOS25: REFRESH
resetting the rules. shaping what’s next.
Not just a conference, State of Social is an award-winning event – an educational, inspirational experience – where we transform Optus Stadium into a hub of marketing reinvention.
We’re bringing together the industry’s sharpest minds to share fresh ideas, case studies, and proven tactics, so you can refresh your perspective and re-energise your approach to all things digital and social.
Over two days of learning and laughs, we’ll equip you with everything you need to reset your strategies, cut through the noise, and get back to what really matters: growing your brand with purpose and clarity.
The data. The know-how. That creative spark. Plus the tools to transform it all into a wave of awareness, engagement, and measurable conversions. Come ready to hit refresh and leave ready to redefine the rules.
See what our industry’s frontrunners are (and aren’t) doing. Hear what the digital world’s trailblazers think before it’s trending. Savour the gourmet eats and treats, inhale the aroma of bottomless barista-brewed coffee, and buckle up for those oh-so-refreshing SOS experiences.
WHAT’S HAPPENING?
PROGRAM
*SUBJECT TO CHANGE
Early risers win! Doors are open and the coffee is brewing.
Get in early, grab your lanyard, a quick nibble, and settle in for a day of magic and mystery.
State of Social Founder Meg Coffey takes to the stage to kick things off for 2025.
Building Bluey: The Lessons I Learned in How to Build and Scale a Brand
How did Kate O’Connor build the global Bluey brand? How did she stay true to Bluey’s Aussie roots, even as the show became the number-one streamed show in the US? What would she do differently if she were building the Bluey brand from scratch today? And what can we all learn from her experience when we’re strengthening and commercialising our own brands?
From brand strategy fundamentals to cheeky Bluey stories, Kate’s keynote will be packed with brand-building insights and inspiration you can apply in your own work.
SPONSORED BY DOUBLEVERIFY
Beyond the Garden Walls: Master Performance with AI in Social
Google’s and Meta’s data and analytics are great, but they’ll only help you get – or see – so far. How do you escape these walled gardens? We have the answers.
This keynote will reveal how brands use AI to redefine performance measurement and optimisation. You’ll learn how to use AI to connect the complete customer journey, enhance media quality and drive performance at scale, with actionable insights that’ll simplify your path through our complex digital landscape.
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.
Your choice of sessions covering the hottest topics in social media and digital marketing.
RIVER VIEW 1
Like a Journo: Make it through the (digital) wilderness being anti-AI, for AI
How can brands stand out in a sea of AI content? By thinking like journalists, like Missy Burrell and Tanya Waite.
Get the inside story on powerful, human-centered content strategies that put AI in its place and your brand centre stage. Learn how to create irresistible, share-worthy narratives, using your creativity, originality and AI-driven tools to cut through, connect and build trust, authority and community.
RIVER VIEW 2
From Posts to Purchases: The Impact of Micro Influence
Is the influence of mega-influencers fading? Do everyday micro-influencers hold the key to trust and engagement? Sharyn Smith, the CEO of Australia’s leading influencer marketing agency, believes so.
Join Sharyn for her lesson-packed breakout where she’ll share research, real-world case studies and practical tips and strategies for harnessing the power of micro-influencers to boost brand awareness, sales and both online and offline advocacy.
RIVER VIEW 3
Your choice of sessions covering the hottest topics in social media and digital marketing.
RIVER VIEW 1
The Algorithm Whisperer: Humanising Engagement in an AI-Driven World
Forget algorithms. Stop chasing trends. Start setting them. Join Sophie Winter for a masterclass in balancing data-driven decisions with authentic storytelling.
From understanding the limitations of algorithmic trends to techniques for creating content that prioritises human connection, Sophie will show you how to build and nurture online communities organically, just like the Australian Wildlife Conservancy.
RIVER VIEW 2
RIVER VIEW 3
Your choice of sessions covering the hottest topics in social media and digital marketing.
Take a quick break and find your friends in the Sports Lounge. Grab a snack, charge the phone.
A quick recap and it’s time to move on to drinks!
Day One is done. Let’s have a drink and reminisce.
Get your gold coins or cards ready because Dogs’ Refuge Home is back for our famous Barkout Session – that’s right, you get to cuddle puppies and DRH gets a donation!
Your choice of sessions covering the hottest topics in social media and digital marketing.
RIVER VIEW 1
Introducing Metaphor Muesli: The Breakfast of Brand Champions
Forget sugar highs that crash by Q2. Chapter’s Hannah Muirhead and Dean Hunt are dishing out a crunchy metaphor for the power of slow-burn brand building to drive long-term growth. Join their science-backed deep dive into how strategy and storytelling can fortify your business.
You’ll learn how to shift from campaign thinking to long-cycle brand building, where performance marketing fits (and why a strong brand supercharges it), and how to sell brand investment and creative storytelling to even the most ROI-obsessed CFO.
RIVER VIEW 2 | SPONSORED BY ORIGINAL AUDIO
Rethinking Audio: How Personalised Audio Can Drive Bigger Impact for Your Brand
Imagine an ad that speaks to each individual listener. That alters according to their location, the time, even the weather. Original Audio’s Aaron Matthews and Adam Johnson are coming to SOS25 to explain how you and your brand can achieve just that.
From using live data signals to tailor ad copy to maximise relevance and cut-through, to harnessing AI to do it at scale and in real-time, it’s a masterclass in dialling the business-boosting potential of audio up to 11.
Your choice of sessions covering the hottest topics in social media and digital marketing.
RIVER VIEW 1 | SPONSORED BY EQU
What I Wish I’d Known About Journey Marketing
Ever tried building customer journeys? It’s easy to lose your way and fall down the gaping chasm between theory and reality. Lucky for you, equ’s journey marketing ace Kirsty O’Connell is here with some time- and face-saving shortcuts.
In this practical session, Kirsty will share what she’s learned on the frontline. No jargon. No silver bullets. Just the stuff she wishes someone had told her earlier, from mapping simple, scalable journeys (with effective segmentation) to harnessing automation and creating after-sale loyalty.
RIVER VIEW 2
Get Out of Your Glass Towers
Forget that data. Cancel that brainstorm. Step out of your glass tower and away from your ego. It’s time to find your next BIG idea in the real world with Hypnosis’s creative ad-venturer Amber Martin.
In her provocative deep-dive session, Amber will show you how to smash out of your creative prison, immerse yourself in culture and use empathy and agility to light up your marketing (and customers’ lives). With examples from Hypnosis’s Empathy Lab and more, it’s a must-see session.
RIVER VIEW 3
Your choice of sessions covering the hottest topics in social media and digital marketing.
RIVER VIEW 1
RIVER VIEW 2
The Power of Employee Generated Content (and How to Do It Right)
When it comes to cutting through in today’s saturated social environment, employee-generated content (EGC) can be a game-changer in driving advocacy and conversion. Take it from Keshnee Kemp, co-founder of social and EGC consultancy August One.
In her fascinating deep dive, Keshnee will answer all your questions, from why EGC has become such a vital content stream to how you can use it to build authenticity and trust. You’ll leave with strategies for building an EGC ecosystem, methods for measuring the impact of EGC and much more.
RIVER VIEW 3
Enjoy 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.
Your choice of sessions covering the hottest topics in social media and digital marketing.
RIVER VIEW 1
Why Liveshopping Is the Biggest Missed Opportunity for All Australian Marketers
Join Amaury Treguer for this immersive deep dive into the dynamic, engaging and personalised world of Livestream Shopping, where brand storytelling, influencer marketing and e-commerce intersect.
Imagine enjoying the perks of an in-store shopping experience from your couch. Shopping for your favourite influencer’s look while getting their feedback on colour and sizing. Watching a meal be created in real-time while shopping for the ingredients to make it in the moment. With TikTok Shop coming to Australia soon, you need to understand the next social commerce revolution.
RIVER VIEW 2
How to Fix Work: An Interactive Workshop to Refresh Your Life/Work Balance
We spend around a third of our lives working. But it isn’t working. Digital media entrepreneur and author Tim Duggan knows something is about to break. And if we don’t change, it’s going to be us.
In his interactive session, Tim will share the findings of his years-long research project and give you new, personalised tools to seize this once-in-a-generation moment to work smarter, recharge your creativity, and ultimately live better.
RIVER VIEW 3
Your choice of sessions covering the hottest topics in social media and digital marketing.
RIVER VIEW 1
RIVER VIEW 2
RIVER VIEW 3
Take a quick break and find your friends in the Sports Lounge. Grab a snack, charge the phone.
State of Social Founder Meg Coffey takes to the stage to close things out for 2025.
Two epic days are done. Time to let the drinks flow.
SHARE THE KNOWLEDGE
SPEAKERS
GET YOUR LEARN ON
TICKETS
ALL ACCESS
$955+GST
UNTIL 31 AUGUST
TWO DAYS OF FUN
GENERAL
$695+GST
UNTIL 31 AUGUST
DAY ONE ONLY
ONLINE
$299+GST
ONLINE
VIDEO ACCESS ONLY
“Absolutely fantastic two days. I have come away inspired, educated and in awe of all the talent that was in the room. The speakers were superb and workshops fantastic. … Cannot wait to implement what I learnt and see you next year.” – Nicola D.
“you hit the nail on the head when it comes to organising an event for marketers. The two days of the event are two of my favourite days of the year and something I really look forward to!”
“This is the only event my team comes together for and we’ve had so many great conversations out of it.” – brad l.
“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 ‘25 would not be possible without a dedicated group of supporters and friends.
NEWSLETTER
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