The archive

SOS25

Did you feel the Refresh?

From the Empire State Building’s Tyler O’Day opening with social strategies that soared above the skyline, to Kate O’Connor sharing global lessons from building Bluey, the stage was set for brilliance. Eugene Healey challenged us to get intimate with hidden online communities, Jonathan Harley showed why the age of AI may just be the revenge of the generalists, and all the way from Kentucky, Andrew Smith dialled in with razor-sharp insights into the future of data and digital.

Beyond the SOS25 keynotes, the Breakout Sessions sparked some of the liveliest conversations yet, from future-facing strategy to hands-on creative workshops, and everything in between. Add in puppies on Day One, Perth’s best coffee and 820 delegates from around the world, and you’ve got the biggest, boldest State of Social yet.

Because hitting refresh isn’t just a theme: it’s what makes this community thrive. Want more? Check out our podcast, Hard Refresh.

At a glance

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EditionEighth

On film

The recap film.

Play film: State of Social '25
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

Remarks

Opening remarks

Meg Coffey

9.40 to 10.20AM

International keynote

Keeping your legacy brand relevant

Tyler O’Day

10.30 to 11.10AM

Keynote

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

Kate O’Connor

11.20AM to 12PM

International keynote

Beyond the garden walls: master performance with AI in social

Jack Smith

1.10 to 1.40PM

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

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

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

Keynote

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

Meg Coffey

4.50 to 5.30PM

Keynote

Revenge of the generalists in the age of AI

Jonathan Harley

Wednesday 27 August

9 to 10AM

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

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

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

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

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

Keynote

Surviving the era of unsocial media

Eugene Healey

Photos

Were you snapped at #StateofSocial25?

  • Delegates walk down the corridor to River View Room 2, State of Social ‘25
  • River View Room and PAV at work for State of Social
  • Speaker in a linen shirt gestures as he presents in front of a green screen, State of Social ‘25
  • Delegate in a cap and lanyard listens closely, State of Social ‘25
  • Smiling delegate in a dark blazer enjoys a session, State of Social ‘25
  • Delegate in glasses and a lanyard smiles at a table, State of Social ‘25
  • Delegate in a grey blazer laughs while filming on her phone, State of Social ‘25
  • Interviewer talks with a man holding a notepad beside the field at Optus Stadium, State of Social ‘25
  • Delegates at tables in the foyer under pendant lights, State of Social ‘25
  • Four panellists on stage with armchairs and a facilitator, State of Social ‘25
  • Delegates raise their hands to answer a question from the audience, State of Social ‘25
  • Jonathan Harley takes to the stage at State of Social ‘25
  • Delegate in a pink blazer laughs and holds a glass, State of Social ‘25
  • Seven delegates hold drinks and pose together at the networking drinks, State of Social ‘25
  • Man in a fur cloak speaks into a microphone beside the lectern, State of Social ‘25
  • Full audience watching a session with a slide on the screen, State of Social ‘25
  • Delegates browse the green arched Merch that Matters stand, State of Social ‘25
  • Stadium screen showing speaker portraits and the State of Social ‘25 logo, State of Social ‘25
  • Two delegates take a selfie in front of the equNorth Lounge sign, State of Social ‘25
  • Delegates seated in rows listening to a session, State of Social ‘25
  • Three delegates laugh together with the stadium seating behind them, State of Social ‘25
  • Delegate holds up her phone to film the stage, State of Social ‘25
  • Speaker in an olive suit and bright trainers holds a microphone on stage, State of Social ‘25
  • Delegates in the front rows smile and listen, State of Social ‘25
  • Three delegates laugh together in the stadium seating, State of Social ‘25
  • Delegate in a leather jacket and scarf laughs during a break, State of Social ‘25
  • Speaker in bright trainers sits in an armchair on stage in front of a large screen, State of Social ‘25
  • Ballroom of delegates seated at round tables with a stage screen at the far end, State of Social ‘25
  • Camera operator films beside a screen showing the State of Social ‘25 logo, State of Social ‘25
  • Three delegates look at the program together beside the stadium seating, State of Social ‘25
  • Smiling delegate in a blue and orange fleece sits at a table, State of Social ‘25
  • Bowl of green State of Social branded lollies on a table, State of Social ‘25
  • Videographer in black holds a camera during the event, State of Social ‘25
  • Speaker in a red top holds a microphone on stage, State of Social ‘25
  • Delegate in a tan jacket smiles at a table, State of Social ‘25
  • Delegate in a white t-shirt and lanyard listens with folded arms, State of Social ‘25
  • Delegate in a navy top smiles as she listens, State of Social ‘25

Photos by SoCo Studios. Video by Studio Orange.

More years

Every edition, one place.

Barry Winmar at SOS26

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

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