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

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

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?

  • River View Room and PAV at work for State of Social
  • Jonathan Harley takes to the stage at State of Social '25

Photos by SoCo Studios. Video by Studio Orange.

Every edition

Every edition, one place.

Barry Winmar at SOS26

SOS26Friction

SOS25Refresh

SOS24Alchemy

SOS23Signals

State of Social '22

SOS22MVP

SOS21Chaos

SOS20Think. Imagine. Create.

SOS19Where to from here?

SOS18Influence. Behaviour. Innovation.

State of Social ’27

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