SOS25

Refresh complete.

Hitting refresh. The Empire State Building’s Tyler O’Day opened with social strategy above the skyline, Kate O’Connor shared global lessons from building Bluey, and Jonathan Harley made the case that AI may be the revenge of the generalists. Andrew Smith dialled in from Kentucky. Breakout Sessions ran from future-facing strategy to hands-on creative workshops. Add puppies on day one, Perth’s best coffee and 820 delegates from around the world, and it was the biggest State of Social yet. More in the podcast Hard Refresh.

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ProgramTwo days
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PodcastHard Refresh
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On film

Previously on State of Social.

Huge thanks to David May from PAV for his epic edit of footage captured by Studio Orange.

The speakers

Who spoke at SOS25.

The program

Session by session.

Tuesday 26 August

9.40 to 10.20am

Keeping your legacy brand relevant

Tyler O’Day

10.30 to 11.10am

Building Bluey: the lessons I learned in how to build and scale a brand

Kate O’Connor

11.20am to 12pm

Beyond the garden walls: master performance with AI in social

Jack Smith

1.10 to 1.40pm

Your choice of three

RVR1

Like a journo: make it through the (digital) wilderness being anti-AI, for AI

Missy Burrell, Tanya Waite

RVR2

From posts to purchases: the impact of micro influence

Sharyn Smith

RVR3

Connect with your customers like the best sports brands

Freddy Hollow

1.50 to 2.20pm

Your choice of two

RVR1

The algorithm whisperer: humanising engagement in an AI-driven world

Sophie Winter

RVR2

Maps, memes & meteorological mayhem: harnessing the cyclonic power of social media

Saira Manns

2.30 to 3pm

Your choice of two

RVR2

Tess’s DEI truthbombs: 30 minutes of pure discomfort

Tess Palmyre

RVR3

Virality is a one-night stand. Consistency is marriage

Steph Edwards

4 to 4.40pm

The under-16 social media ban: protection or overreach?

Meg Coffey

4.50 to 5.30pm

Revenge of the generalists in the age of AI

Jonathan Harley

Wednesday 27 August

9 to 10am

Your choice of three

RVR1

Metaphor muesli: breakfast of brand champions

Dean Hunt, Hannah Muirhead

RVR2

Rethinking audio: how personalised audio can drive bigger impact for your brand

Adam Johnson, Aaron Matthews

RVR3

Google’s AI Mode and the future of search

Will Bal

10.15 to 11.15am

Your choice of three

RVR1

Achievement and longevity: winning without burning out

Julian Pace

RVR2

Get out of your glass towers

Amber Martin

RVR3

What I wish I’d known about journey marketing

Kirsty O’Connell

11.30am to 12.30pm

Your choice of three

RVR1

AI and copyright: “The future is already here, just not evenly distributed”

David Stewart

RVR2

The power of employee generated content (and how to do it right)

Keshnee Kemp

RVR3

Holding the line

Dan de Sousa, Cathryn Boyes

1.30 to 2.30pm

Your choice of three

RVR1

Why liveshopping is the biggest missed opportunity for all Australian marketers

Amaury Treguer

RVR2

How to fix work: an interactive workshop to refresh your life/work balance

Tim Duggan

RVR3

Reach into the past to figure out the future: how to connect with Gen Z through social media

Georgia Tappy

2.45 to 3.45pm

Your choice of three

RVR1

Making dry topics sexy on socials

Heather Lansdowne

RVR2

Trending isn’t trendy

Liana Rossi

RVR3

Welcome to your flop era: how tragic views should rock your world

Lia Walsh

4.20 to 5pm

Surviving the era of unsocial media

Eugene Healey

More sessions

Opening remarks

Meg Coffey

Photos by SoCo Studios

Find yourself at #StateofSocial25.

Video by Studio Orange.

Choose your era.

Delegate with a backpack smiles at the rail above the Optus Stadium seats, State of Social ’26

SOS26Friction

Delegates walk the corridor to River View Room 2, State of Social ’25

SOS25Refresh

Delegates listen to a session at their tables, State of Social ’24

SOS24Alchemy

Four delegates with drinks and lanyards smile for the camera, State of Social ’23

SOS23Signals

State of Social ’22

SOS22MVP

Four delegates pose in front of the State of Social backdrop, State of Social ’21

SOS21Chaos

Lanyards and name badges laid out for registration, State of Social ’20

SOS20Think. Imagine. Create.

Three delegates in front of the State of Social backdrop, State of Social ’19

SOS19Where to from here?

Round tables set in the function room with the river outside, State of Social ’18

SOS18Influence. Behaviour. Innovation.

State of Social ’27

Get in the photos for year ten.

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