Over 500 marketers tame the chaos at State of Social ‘21
It’s been an epic week at Optus Stadium in Perth, with the AFL Grand Final announcement taking second fiddle to the spectacular digital marketing conference that was State of Social ‘21.
The two-day conference was absolutely jam packed with speakers including Aviation American Gin’s highflying gin-ius Adrian Molina, who discussed how brands need to act like show runners and create a storyline that customers can get invested in.
“The best content isn’t planned, it’s all about adapting the show,” Molina said.
Rachel Corbett, Head of Podcasts and Digital Content of NOVA Entertainment, explained that while not everyone needs a podcast, if you are going to do it, do it well. “Podcasts need to be audience focused first. You want to connect with your audience,” Corbett said. “If you don’t have an audience you have nothing to build on.”
We Are Social’s Suzie Shaw shared the 7 future trends in social media, shocking the audience with the fact that people are spending 88 minutes per day on TikTok; it’s definitely not an app that marketers can ignore any longer – in fact it was the most downloaded non-gaming app of 2020. Shaw also stressed the growth of social audio and it’s place as a feature vs a platform.
Journalist Rae Johnston discussed the need for diversity to create better tech solutions for the future, and how burnout is a real, and prominent issue we’re facing today. An idea that was seconded in the mental health workshop presented by UnLtd on day two.
With over 20 sessions across the two days, attendees delved into the hottest topics in social media and digital marketing. Most notably, a keynote by UK’s Zoe Scaman who spoke on topics of fandom and the power of cultural and commercial currency. Her presentation left guests scratching their heads and blown away by where technology and fandoms are going.
A ticket to State of Social was so in demand that guests from other states submitted to WA Quarantine rules in order to attend in person. The virtual ticket option allowed delegates from across the world to participate with international attendees as close as New Zealand and as far away as Florida.
“I’m absolutely thrilled with the success of State of Social ‘21,” founder Meg Coffey said. “It has been such a hectic year and I kept waiting for the rug to be pulled from underneath us, even at the last minute. We did it though and I think this year’s event was quite possibly the best yet.
“The calibre of speakers was incredible and it didn’t matter that some had to join us via Zoom, their content transcended any distance. I am beyond grateful to all of our speakers, they absolutely blew me away with their knowledge.”
When not in session, delegates were treated to an AR Art Exhibition entitled “Chaotic Reality” showcasing numerous pieces of art that came to life in the EyeJack app. Day Two delegates were treated to AR Humpback whales swimming through the stadium.
Keeping things distinctively West Australian, Willie Creek Pearls treated guests to a live pearl harvest with one lucky delegate taking home a very special prize. A farmers market from Buy West Eat Best filled the bellies and gift bags of delegates on day two.
The feedback from the event has been glowing across social media post event – the sun was shining showing Perth at her best and highlighting why there’s no place else that State of Social would call home.
The event returns in 2022 aiming to become the largest digital marketing event in APAC.
“You must have chaos within you to give birth to a dancing star” – Friedrich Nietzsche
