How to be top of mind and meme-ory, with Saira Manns and Steph Edwards.

Greyhound’s Saira Manns and WiredCo.’s Steph Edwards want to help you get inside your audience’s heads (and hearts).

If you’re wondering if your content and ads are getting lost in a never-ending shizstorm of content and ads, we’ve got two State of Social ’25 breakouts just for you. So, sit down, listen up and discover how to stand out (in a good way) from two of our industry’s finest.

Maps, Memes & Meteorological Mayhem: Harnessing the Cyclonic Power of Social Media, with Saira Manns.

How did Greyhound Australia turn a cyclone of challenges into an opportunity to meme their way into people’s hearts and minds? In her fascinating case-study deep dive, PR & Social Media Manager Saira Manns will explain how she used mission-driven storytelling and cyclone memes to engage, inform, expand reach, create viral momentum and even deliver cultural benefits for Greyhound.

From turning dry updates into engaging, shareable posts to repurposing content, you’ll leave with practical tips on how to use memes for connection and reach, how to stay authentic and on-brand while riding viral trends, and why tying every post back to your mission is key.

Consistency Is Queen: How Repetition Rules the Algorithm (and Reigns in Your Audience’s Memory), with Steph Edwards.

In a world obsessed with going viral and chasing likes, the real power lies in playing the long game. And Steph Edwards, Head of Social Content & Creative at WiredCo (Campaign Asia’s Social, Content and Specialist Agency of the Year) is going to reveal how consistency and repetition on social trains both the algorithm and your audience to recognise, recall and respond positively to your brand.

You’ll discover why you need to overcome the feeling you’re repeating yourself (it’s fresh for your audience) and how repetition and consistency in style, tone and format hardwires your brand into people’s mental shortcuts and their hearts.

Saira and Steph join our talent-packed line-up of breakout hosts on Day One of State of Social ’25. Check it out and start planning your program. And if you haven’t already, there’s still (just) time to grab your ticket to Australia’s most refreshing digital marketing event.