29 - 30 April 2025 | Rydges, Auckland

SOMO + NZ Social Media Forum

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Shaping the future of marketing with social media & content innovation

The world of marketing is evolving rapidly, and so is our approach to social media. SOMO+ 2025 is not just about the latest social media strategies—this year, we’re diving into the exciting intersection of social media, content marketing, and cutting-edge technology to help you stay ahead of the curve. Whether you’re a social media expert, a content marketer, or a brand strategist, SOMO+ is the event you can’t afford to miss.

CU027 social platforms
CU027 digital content
CU027 data insight

Equipping attendees with actionable takeaways and cutting-edge strategies to excel in the rapidly evolving digital landscape.
Whether you’re a social media manager, a content strategist, or a marketing professional, this event is your opportunity to stay ahead of the curve and redefine your approach to engagement. 

SOMO+ is for everyone

  • Social Media Managers and Specialists 
  • Content creators and strategists
  • Entrepreneurs and small business owners
  • Brand managers and marketing professionals
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What's New for 2025?

Future-Focused Topics

Gain actionable knowledge on navigating trends like AI, AR/VR, and the ethics of data and technology in marketing

Fresh Case Studies

Learn from diverse industries with practical examples of innovation and success 

Interactive Formats

Engage with panels, table chats and networking sessions designed to foster collaboration 

What You’ll Learn

  • Social Media Strategy: Stay ahead with algorithm updates, platform trends, and audience insights 
  • AI and Automation: Leverage cutting-edge tools to optimise campaigns and creative content
  • Community Building: Foster authentic, meaningful audience connections
  • SEO & Optimisation: Master search strategies and site performance 
  • Data Storytelling: Use analytics for personalised, engaging content 
  • Sustainable Practices: Focus on quality-driven, impactful content 
  • Future-Proofing: Prepare for trends shaping digital marketing 

Coffees & Content

No-Fluff Social Media & Marketing Insights

Loren’s expertise in navigating the ever-shifting digital landscape is unparalleled, and we know her insights will be invaluable to attendees of both SOMO+ and Comms & PR. To give you a taste of what to expect, we highly recommend checking out her podcast. Plus, follow Loren on social media to learn how you could win a ticket to SOMO+!

In Coffees & Content, you’ll get bite-sized, no-BS strategies, real talk on social media trends, and expert insights to help you stay ahead, scale smarter, and make marketing work for you. Expect the latest platform updates, must-know strategies, and behind-the-scenes insights from industry experts — all delivered in a way that’s easy to digest and instantly actionable. So grab a coffee, hit play, and let’s dive in. ☕ Follow & connect: @coffeesandcontentpod & @loren_thesocialcollective

Venue

The location and how you can get there

Address

Rydges Auckland
59 Federal Street, Auckland Central, Auckland 1010

Agenda

Agenda to be announced

Download agenda

8:30

Registration opens

9:00

Opening remarks from the MC

Chelsea Le Roux, Content Creator & Freelance Social Strategist

9:10

What does the future of marketing hold in 2025? 

  • Break down the latest platform evolutions and algorithm changes, and how brands can adapt to stay ahead in 2025

  • Dive into the hottest trends shaping social media and content marketing, from social commerce to immersive content experiences powered by AI 

  • Explore how UX design and accessibility are transforming how brands engage with audiences across digital platforms 

  • Discover the role of AI and machine learning in content creation, personalisation, and streamlining customer interactions 

Richard McRae, Head of Media & Digital Marketing, One NZ

9:50

Panel Discussion: Meeting your audience where they are

  • Analysing current audience demographics, trends, and shifts in popularity across major social media platforms to identify the most relevant channels for your brand

  • Exploring unique features like paid ads, organic reach, video content, stories, and reels, and understanding how to use them effectively for different audience groups 

  • Discussing strategies for adapting a single idea into multiple formats (e.g. short-form videos, carousel posts, podcasts, and blogs) to meet varied audience consumption preferences 

  • Addressing how to allocate marketing resources effectively by understanding each platform’s strengths tailoring investments for maximum impact 

Loren Tomlinson, Director, The Social Collective

Cynatra Major, E-Commerce and Digital Marketing Manager, BLUNT Umbrellas

Travena Addenbrooke, Marketing Transformation & Gen AI Lead, Spark NZ 

10:30

Morning break

11:00

Social media mastery: Strategies for growth, engagement, and innovation

  • Discussing innovative strategies for improving performance, with a focus on new platform features and content formats

  • Optimising ad spend on platforms like Facebook, Instagram, and TikTok – targeting, optimising and conversion strategies

  • Understanding how to use automation and data to improve customer engagement and personalise social media experiences at scale

James Stirling, Social Media & Campaign Manager, Mosh Social Media 

11:40

Content mastery: Content frameworks for long-term results

  • Build an organic content library that showcases your unique business personality and attracts your ideal clients

  • Create content that captures and converts at every stage of the journey

  • Adapt content across platforms while maintaining brand consistency

Lisa Garrud, Content Director, MasterJack Marketing

12:20

How to integrate AI to reduce your social content production cost by 10X

  • How to use AI to generate a 10x return on your social media content

  • Using social media fan pages to scale rapid user growth from AI generated content

  • How to shoot 8 pieces of highly engaging video content for less <$500

Kale Panoho, Managing Director, K&J Growth, Rugby Bricks & Protocols

13:00

Lunch Break

14:00

Reality vs. Algorithm: Aligning brand vision and customer perception, without losing your audience


  • Deciphering authentic customer sentiment beyond surface-level engagement

  • Balancing brand vision with genuine customer connection

  • Diversifying data sources to mitigate algorithmic bias

Melanie Evans, Head of Marketing, Brightstar

14:30

Storytelling that sticks - using the power of storytelling to elevate your content

  • Understand what storytelling means, and why it matters to your brand

  • Master techniques for creating emotionally engaging content

  • Explore ways you can incorporate storytelling into your content

  • Learn how storytelling is evolving as a technique in content

Julian Thompson, Head of Strategy, Mosh Social Media 

15:10

Content marketing 2.0: Supercharge your campaigns with AI and automation 

  • Understanding how AI and machine learning are revolutionising content creation and automating campaigns

  • Explore the top tools and platforms for scaling personalised content without the hassle

  • Real-world case studies of brands winning big with AI and automation

Travena Addenbrooke, Marketing Transformation & Gen AI Lead, Spark NZ

Adam Sarkar, Creative Director & AI Artist

15:40

Afternoon Break

16:00

Telling our stories with immersive tech: Reclaiming culture through AR/VR

  • Discover how ARA Journeys is using immersive technologies to reconnect people with culture, place, and identity

  • Learn how augmented and virtual reality can create meaningful digital experiences grounded in indigenous knowledge

  • Explore how storytelling through AR/VR can foster wellness, belonging, and authenticity in a fast-paced digital world

Amber Taylor, Founder & Chief Executive Officer, ARA Journeys

16:30

Evergreen excellence: Creating content that lasts 

  • Developing high-performing, timeless content designed to maintain relevance and deliver consistent results

  • Unlocking advanced techniques for repurposing content to expand its reach and amplify ROI across multiple channels

  • Leveraging sophisticated tools to analyse content performance and uncover opportunities for evergreen topics

  • Integrate evergreen content seamlessly into complex marketing strategies to drive sustained growth and engagement

Darren Jarrett, Co-Owner, Ashby Pies

17:00

Closing remarks from the MC & Networking Drinks

Chelsea Le Roux, Content Creator & Freelance Social Strategist

9:00

Welcome back from the MC

Chelsea Le Roux, Content Creator & Freelance Social Strategist

9:10

TikTok 2025: The future of short-form content

  • Exploring the newest TikTok features and tools shaping the 2025 content landscape

  • TikTok's role in social commerce and brand activations

  • Understanding TikTok's evolving algorithm and how it impacts content visability

  • Strategies for building strong, engaged communities on TikTok 

Olivia McIver, Director, DoneBy

9:40

Table Talk: TikTok - What's new and how are you using it?

  • How are you using TikTok for your brand?

9:50

META 2025: What's next for Facebook and Instagram?

  • A look ahead: How Facebook and Instagram are changing in 2025 

  • What’s new in social commerce and how to leverage META’s shopping features 

  • The rise of AI-driven ad targeting and personalisation across both platforms 

  • How Instagram’s Reels and Facebook Stories will evolve in 2025 

  • Best practices for driving engagement with video, live streams, and interactive content

Lisa East, Managing Director, Matter

10:20

Table Talk: Meta - Navigating Facebook & Instagrams latest features

  • Facebook vs Instagram: How do you use these platforms for your brand?

10:30

Morning break

11:00

Google 2025: Search, ads, and AI’s role in the future 

  • What’s next for Google Search: Predictions for 2025 and beyond 

  • Exploring Google’s evolving AI tools and how they’ll affect digital marketing 

  • Key updates in Google Ads and how brands can stay ahead of the curve 

  • Tips for optimising your content for Google’s changing algorithms 

  • The future of voice search, zero-click searches, and Google Discover for brand visibility

Jamie Giles, General Manager, Conversion Marketing

11:30

Table Talk: Google - How is Google's new landscape impacting your marketing strategy in 2025?

  • Discuss how you are leveraging Google's latest features to improve visability and performance

11:40

LinkedIn 2025: The new frontier for professional content

  • Why LinkedIn is the best B2B Sales and marketing tool

  • How I leveraged LinkedIn to build relationships, drive conversions and generate revenue

  • How I launched Amazon Best Selling book on LinkedIn 

  • How AI and automation are transforming content creation and lead generation on LinkedIn

  • New tools and trends to watch for on LinkedIn in 2025? 

Igor Portugal, Fractional Executive & Best Selling Author 

12:10

Table Talk: LinkedIn - How are you maximising LinkedIn for brand growth and networking?

  • How are you using LinkedIn for brand growth in 2025?

12:20

Lunch break

13:20

Beyond the platform: Creating an omni-channel strategy

  • Integrating strategies across TikTok, YouTube, META, Google, and LinkedIn - Focusing on how to create a cohesive strategy that connects all channels for maximum impact

  • How to repurpose content for each platform - Taking a large content piece (like a podcast or blog) and break it down into multiple formats to suit each platform's requirements

  • Working smarter not harder - Maximising your core content across all channels without reinventing the wheel

  • Maintaining brand consistency while adapting to platform nuances - How to ensure your brand message is unified but tailored to each platform's unique features 

Loren Tomlinson, Director, The Social Collective

14:00

Table Talk: Multi-platform strategies - How are you connecting your social efforts? 

  • How are you ensuring consistency and effectiveness across multiple social platforms? 

14.10

AI at the coalface: Supercharging web management & digital marketing

  • Your website is the hub of your digital marketing and social media activity. Discover practical AI tips to streamline your website management, security, and speed optimisation day-to-day

  • See how AI enhances Google Ads (incl. PMax), Local Search visibility, and technical SEO, including vital structured data implementation

  • Explore AI's role in generating deeper insights from analytics (GA4/Looker Studio) and drastically improving workflow efficiency

  • Uncover how AI helps identify often-missed critical issues like email deliverability or CAPTCHA friction impacting performance

  • Understand the real impact of AI Search and how to adapt your paid and organic marketing strategies for 2025 and beyond

Matthew Miller, Co-Owner, Mogul Digital

14:50

The evolution of social media and its place in society

  • How social media has shaped modern communication and societal norms

  • The balance between fostering free speech and addressing harmful content

  • Examining the interplay between misinformation, the push for regulation, and consumer behaviour

  • Understanding the ethical and practical considerations for platform governance

  • Insights into the Australian Bill banning social media access for under 16’s, specifically user demographics and platform responsibility

  • Key risks and potential opportunities for businesses operating in an evolving social media landscape

Sophie Dawson, Account Director, Social & Influencer, Breakout Room

15:20

Closing remarks from the MC and End of Conference

Chelsea Le Roux, Content Creator & Freelance Social Strategist

Back to top

Speakers

Speakers to be announced

Melanie Evans

Head of Marketing
Brightstar
A dynamic marketing and communications leader, Melanie Evans brings a blend of strategic vision and hands-on execution. With a foundation in customer-centric hospitality, Melanie excels in crafting resonant campaigns for diverse audiences. Proven in B2B and B2C, Melanie has led nationwide initiatives and high-impact publications, driving results through data-driven strategies. Melanie’s expertise spans brand management, digital acquisition, and strategic communications. Known for dedication and integrity, Melanie builds strong relationships and delivers exceptional outcomes.

Amber Taylor

CEO & Co-Founder
Ara Journeys
Amber Taylor is an award-winning entrepreneur and passionate advocate for diversity and sustainability in technology. As CEO and Co-Founder of ARA Journeys, she combines immersive technologies with Māori culture, crafting solutions that connect people with their heritage and the environment. Her work has positively impacted communities globally, earning industry recognition. Amber is a sought-after keynote speaker and mentor to tech founders, serving on advisory boards to promote innovation and equity. She envisions a future where technology amplifies indigenous storytelling and fosters sustainable, inclusive growth. Through ARA Journeys, Amber champions ethical tech and kaitiakitanga, inspiring transformative change across industries.

Adam Sarkar

Creative Director & AI Artist

Adam is an award-winning Creative Director, Director, and AI artist with over 15 years in the game. He is a member of Luma Labs’ Creative Partner Program and part of the global AI collective WeAreHumain. He has launched brands, led 360° campaigns, directed ads, and driven narratives across major entertainment and sports properties.

Adam loves bringing new tech into the creative process and AI is the latest shiny toy that both excites and challenges. He loves this new era and what is possible but thinks the best ideas come from humans.

Jamie Giles

General Manager
Conversion Marketing
Jamie Giles brings over a decade of experience in Digital Marketing, specialising specifically in scaling businesses and enhancing client conversions through data-driven strategies. As the General Manager of Conversion Marketing, an Auckland-based agency, Jamie leads a committed team that delivers measurable growth and profitability to their clients.

Cynatra Major

E-Commerce & Digital Marketing Manager
BLUNT Umbrellas

Richard McRae

Head of Media & Digital Marketing
One New Zealand

Igor Portugal

Factional Executive and Best Selling Author
Igor Portugal, an accomplished and proven leader in the New Zealand tech industry. With a track record of co-founding successful technology companies, he has demonstrated his expertise in developing innovative technological solutions that have resulted in multiple internationally successful products. Igor has helped thousands of companies implement technology and has held numerous posts in various IT industry bodies. His vast experience and expertise have made him a sought-after thought leader and influencer in the tech industry. Igor works as Fractional Executive across four businesses: Blacklock Security, Systemethix NZ, Octovox.ai and Streamgenius.ai. In 2023 Igor created #99coffees initiative on LinkedIn that helped him increase his following by 3,500 in one year and attributed to significant revenue growth in 2024. In early 2025 Igor launched his first book which was marketed nearly entirely on LinkedIn and got to the Amazon Best Seller in two categories within two days of the book launch.

Travena Addenbrooke

Marketing Transformation & Gen AI Lead
Spark New Zealand
Travena is a Senior Marketing Leader with a passion for digital innovation. With a track record of national and global firsts and award-winning campaigns, she brings energy and expertise to every project. From leading successful brands to forming strategic partnerships, Travena is all about amplifying communication and maximizing ROI. Her love for data-driven strategies and creative connections fuels her current mission: transforming marketing with AI and collaborating with global partners to revolutionize the industry.  

Kale Panoho

Managing Director
K&J Growth, Rugby Bricks and Protocols
Kale Panoho is the managing director of K&J Growth, Rugby Bricks and Protocols. K&J Growth has two offices working from Los Angeles and Dunedin. The clients K&J Growth works with include TikTok, Roc Nation, Monster Energy, the New Zealand Government and hundreds more. K&J Growth was named the 28th fastest growing company in California in 2021 in Inc. Magazines, Inc. 5000.

Loren Tomlinson

Director
The Social Collective

As the Founder of The Social Collective, Loren’s mission is to help female-driven businesses thrive in the digital space.

With her fresh, holistic approach to marketing, Loren crafts strategies that are perfectly aligned with your business goals. She’s all about empowering business owners with the tools and knowledge to grow their online presence with confidence.

Marketing is more than just a job to Loren – it’s her passion, and she’s here to make it feel like an exciting adventure for your business.

Julian Thompson

Head of Strategy
Mosh Social Media
Julian is head of strategy at Mosh Social Media, and has an epic background in digital advertising, social media and branding. His technical understanding of the digital world is finely balanced by the ability to convey the often confusing world of social media in simple terms. He has a degree in graphic design and digital media, was a senior consultant for a specialist digital agency in Melbourne and has worked in digital marketing for longer than he cares to remember.

James Stirling

Social Media & Campaign Manager
Mosh Social Media
Having started his career in digital marketing back in 2014, James brings to the table a wealth of tactical knowledge from working over the years with clients big and small across a wide range of verticals. As someone who likes to describe the process of social media marketing as “problem solving”, James enjoys applying his knowledge to real world scenarios, taking a friendly and holistic approach when sharing his experience.

Hannah Carr

Head of Creative & Content
Reason

Matthew Miller

Co-Owner
Mogul Digital

Lisa East

Managing Director
Matter
By day, Lisa runs digital marketing agency, Matter – a collective of social, content and digital marketing experts who are obsessed with helping Kiwi businesses grow their influence online. By night, she is a master of the TikTok rabbit hole – spending countless hours “researching” (read: watching @blueeyedkaylajade and oddly satisfying clips about expandable sofas). Prior to starting Matter, Lisa spent more than a decade in corporate marketing management. She fully understands the challenges that come with the territory and has built Matter to make agency relationships easier and more rewarding for her marketing manager clients. #notallheroeswearcapes

Olivia McIver

Director
DoneBy

Darren Jarrett

Co-Owner
Ashby Pies

Chelsea Le Roux

Content Creator & Freelance Social Strategist
Chelsea Le Roux is a seasoned social media maestro turned full-time adventurer. After four years navigating the fast-paced world of agency life, she’s chosen to chase new horizons – literally. Since February, she’s been hopping around Southeast Asia and has even more trips lined up because sitting still isn’t really her thing. With a background in strategy & content creation Chelsea has worked with iconic Kiwi brands like RJ’s, Fabulicious, and Hell Pizza (where she probably took pizza more seriously than most). She’s orchestrated and starred in everything from social & influencer campaigns to photoshoots & scroll-stopping feeds. When she’s not juggling hashtags and flight itineraries, Chelsea’s dog, Dakota, ensures she stays grounded.

Lisa Garrud

Content Director
MasterJack
Lisa revolutionises how businesses tell their stories. As Content Director at MasterJack, she’s mastered the art of turning complex business personalities into magnetic brand voices that audiences can’t ignore. Through her signature blend of strategic thinking and authentic storytelling, Lisa helps organisations unlock the secret to standout content that drives real results. Drawing from her experience running multiple businesses and interviewing countless industry leaders, Lisa knows exactly what makes audiences lean in – and what makes them stop scrolling and read. She’ll show you how to turn your brand’s unique personality into your biggest content advantage.

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This exclusive event puts you in front of a highly skilled audience hungry for insights. Get ready for meaningful engagement that drives results.

Plus, we have some unique opportunities to put your company, products, and services in the spotlight.

Ready to take your brand to the next level? Contact us today to learn more or secure your spot at this leading event.

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Masterclasses

Due to unforseen circumstances, the Masterclasses have been cancelled.

Sharpen up your skills with practical applications in 1 of 3 platform masterclasses

Meta Masterclass:
Mastering the Meta ecosystem

30 April 2025 | 3.30PM – 5.30PM 

Unlock the full potential of the META ecosystem—Using Facebook and Instagram to elevate your marketing efforts, drive measurable ROI, and stay ahead in a competitive digital landscape. Ideal for experienced marketers looking to refine their campaigns and strategy.

Learning objectives

  • Gain advanced insights into META algorithms to boost organic reach and paid performance
  • Learn precision targeting using custom audiences, and advanced segmentation techniques
  • Craft high-performing ad creatives with dynamic personalisation, reels, and carousel ads
  • Use META business suite to automate campaigns and generate cross-platform analytics
  • Explore cutting-edge e-commerce tools like Instagram shopping
  • Master AR/VR tools, Meta’s metaverse initiatives, and first-party data strategies

 Workshop outline 

  1. Outline 1
  2. Outline 2
  3. Outline 3
  4. Outline 4

Facilitated by:

20220412_TCA_029

Lisa East

Managing Director

Matter

Bio goes here

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TikTok Masterclass:
Creating viral success

30 April 2025 | 3.30PM – 5.30PM 

Elevate your TikTok marketing strategy with advanced tools and insights to build your brand, create viral content, and drive sustainable growth. Perfect for marketers ready to maximise TikTok’s unique potential in B2C and B2B spaces.

Learning objectives

  • Decode TikTok’s algorithm to consistently land on the For You Page with high-performing content
  • Master advanced video production techniques, trend leverage, and interactive storytelling
  • Build deeper engagement with a loyal audience through challenges and live streaming strategies
  • Learn to create high-performing ads using Spark Ads, Branded Effects, and TikTok Pixel for retargeting
  • Use TikTok analytics to refine campaigns and measure ROI effectively
  • Explore the future of TikTok marketing, including AI-driven content, live shopping, and commerce integrations

 Workshop outline 

  1. Outline 1
  2. Outline 2
  3. Outline 3
  4. Outline 4

Facilitated by:

Olivia McIver

Olivia McIver

Director

Done By

Facilitated by: Olivia McIver, Director, DoneBy

Bio goes here

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LinkedIn Masterclass:
Building professional impact and driving results

30 April 2025 | 3.30PM – 5.30PM 

Transform LinkedIn into a powerhouse for your marketing campaigns with advanced techniques tailored for experienced marketers. Learn how to use LinkedIn for lead generation, brand visibility, and thought leadership.

Learning objectives

  • Optimise your company page to establish your brand as an industry leader and attract prospects, while leveraging dedicated campaign or product pages to drive targeted engagement and showcase specific offerings
  • Develop a content strategy using LinkedIn Pulse, storytelling posts, and employee advocacy
  • Leverage LinkedIn Ads with advanced targeting, including Matched Audiences and ABM strategies
  • Build and manage LinkedIn groups to foster discussions and create a thriving community
  • Use LinkedIn Analytics and Sales Navigator for data-driven campaign decisions and lead generation
  • Learn to integrate LinkedIn trends, such as collaborative articles and AI tools, into your strategy

 Workshop outline 

  1. Outline 1
  2. Outline 2
  3. Outline 3
  4. Outline 4

Facilitated by: XXX

Bio goes here

Dr Tristan Casey

Facilitator Name

Job Title

Organisation

Facilitated by:

Igor Portugal

Igor Portugal

Fractional Executive

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Tickets

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$ 1999 per person +gst
  • Must be from same organisation and book at the same time. Available until 29 April 2025. For valid ticket, payment by 29 April 2025.
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Masterclasses

Meta Masterclass

$ 499 +gst
  • For valid ticket, payment by 30 April 2025.
BUY TICKET

TikTok Masterclass

$ 499 +gst
  • For valid ticket, payment by 30 April 2025.
BUY TICKET

LinkedIn Masterclass

$ 499 +gst
  • For valid ticket, payment by 30 April 2025.
BUY TICKET

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Ticket Terms
All prices are in New Zealand dollars ($NZD)
A surcharge of 2.5% + GST applies to credit card payments on top of the total amount.
To remain valid, Super Saver and Early Bird tickets must be paid by date quoted.
Group ticket options are valid for registrations from the same organisation, booked at the same time.
By selecting any special pricing offer for classes of organisation, sector, or individuals or using any promotion code, you are asserting to the organiser your right to claim any such pricing offer, and acknowledge the organiser’s right to audit such claim and, if in the opinion of the organiser using its sole discretion the conditions for special pricing are not met, reject any registration.

For full terms & conditions, please visit https://www.brightstar.co.nz/terms-and-conditions

Safe events: our live events are run in line with industry best practice and government guidelines

Pre-sale Ticket Terms 

  • Event-Specific: Pre-sale tickets are valid only for the specific event for which they were purchased and cannot be transferred to other events. 
  • Payment Deadline: To secure the pre-sale rate, payment must be received by the specified deadline. Late payments will result in cancellation of your registration. 
  • No Refunds or Vouchers: Please note that no refunds or vouchers will be issued for cancellations of pre-sale tickets. 
  • Substitute Delegate: If you are unable to attend the conference, you may send a substitute delegate from your organisation to attend the event at no additional cost. 

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