On December 2, SMCLA presented the BEST OF SOCIAL MEDIA LA and invited winners to present their winning campaigns. Winners selected showcased their campaigns and discussed the strategy, execution, results and learnings from their campaigns based around these areas: Creativity – How did they find inspiration? Success Metrics – how do you define a success of a campaign? What channels were integrated into the campaigns and any key learnings across channels? Are there certain channels that are more suited for specific types of campaigns? How storytelling and branding was incorporated into their campaigns. Innovative Uses for Social Media Key learnings, tips and takeaways from executing a social marketing campaign.

2. Suzie Papantoni
AI Conversational
Designer
Imperson Agency
@impersonla
“ Best of Social Media LA” Award Recipients

3. Award Recipients
● Best Overall Innovative Use of Social Media: Suzie Papantoni at
Imperson for Netflix/Dolly Parton "Heartstrings" TV
● Best Social Media Presence: Jessica Babila at Revolve Agency for
United Artists/MGM "Addam's Family"
● Best Marketing Campaign on a Social Channel: Paulo Sellitti at Hypnotic
Design for "Allocadia B2B Campaign Distressed"
● Best Integrated Campaign Leveraging Many Channels: Carolyn
Shlensky at Pelicon Creative for Next Step Fitness "Ride for Paralysis"
● Honorable Mention: Vyque White at Punch Studio for Punch Studio

4. DOLLYBOT

5. IMPERSON
develops chatbot
solutions for brands and
enterprises using
proprietary software.
WHO WE ARE
NETFLIX
wanted to promote
Netflix’s original series,
Dolly Parton’s
“Heartstrings.”
5

6. THE PROJECT
Dollybot (n): A chatbot, written in the voice of Dolly Parton, that
responds to heart emoji combinations with “Dollyisms” and
answers questions about the show and Dolly Parton herself.
6

7. HOW IT WORKED
💓 + any emoji = custom Dollyism
Dollyism (n): Words of wisdom from
the great “Dolly Lama” herself!
Deployed exclusively on Facebook
Messenger
7
Place your screenshot here

8. HOW IT WORKED
Dollyism examples:
● Content from Dolly
Parton's social media
handles (photos,
quotes, GIFs, videos)
● Original content from
'Heartstrings'
8
Place your screenshot here

9. DOLLYBOT TIMELINE
10.23.19
Alpha
Review
11.20.19
Official
Launch
9.19.2019
Project
Kickoff
9
11.14.19
Beta &
Dashboard
Review
11.18.19
Soft
Launch

10. THE PROCESS
DEVELOP
- Built all parts of
Dollybot on
imperson’s
proprietary software
- Anticipated &
implemented FAQs
- Created linear script
of conversation
between user & bot
COLLABORATE
- Worked with Netflix
to select content for
each set of emojis
- Worked to approve
language for all FAQs
friendly to all
involved brands
OPTIMIZE
- Added suggested
response buttons to
create more
user-friendly
experience
- Monitored
conversations
post-launch for
further optimization
10

11. BOT PROMOTION
● 11.20: Facebook posts
linking to Dollybot:
○ Dolly Parton's page
○ Netflix Is A Joke page
11

12. BOT PROMOTION
● 11.22: premiere day
pushout message all
users to promote with a
tracking link to the
“Heartstrings” Netflix
page.
12

13. 13

14. Talk to Dollybot!
(Limited Time Only)
Message Dolly Parton on Facebook
Questions? Want your own bot? Get in touch:
Suzie Papantoni suzie@imperson.com
Seth Greenfield seth@imperson.com
Follow us online: @imperson @impersonla
14

17. HOW DID WE
GET TO HERE?

29. GOALBIG

30. 1X2XTO

31. MÁS PIPELINE

32. WHY
NOW?

34. Allocadia
integrates
financial data
with marketing
so you know
exactly what
your marketing
investment is
doing.

35. NOW YOU
CAN MONITOR
ACTUAL
MARKETING SPEND
AGAINST MARKETING
PLANS & TARGETS

36. NOW YOU
CAN MONITOR
ACTUAL
MARKETING SPEND
AGAINST MARKETING
PLANS & TARGETS
IN REAL TIME

37. NOW YOU
CAN MONITOR
ACTUAL
MARKETING SPEND
AGAINST MARKETING
PLANS & TARGETS
FROM 1 DASHBOARD

38. NOW YOU
CAN MONITOR
ACTUAL
MARKETING SPEND
AGAINST MARKETING
PLANS & TARGETS
ENTERPRISE-WIDE

39. NOW YOU
CAN MONITOR
ACTUAL
MARKETING SPEND
AGAINST MARKETING
PLANS & TARGETS
FOR ONLY $150/USER/MONTH

44. HELL
YES!

45. KNOW
WHAT EVERY
MARKETING
DOLLAR
IS DOING
MARKETING
INEFFECTIVENESS

46. Sales Velocity Equation
V = ( # x $ x % ) / L

47. AMY

48. ORIENTATION

51. CULTURE

54. NO

56. 360°
MARKETING

57. The Show Landing
Page ran all trailers,
driving traffic to the
Allocadia run
marketing platform
and to trade shows
where the film was
on display.
The landing page
drove 30% of all new
web traffic to
Allocadia's platform.

58. Distressed Emails
scored a 247%
increase in
click-to-open rates.

59. Social media graphics
and video trailers
increased
engagement rates on
LinkedIn, Facebook,
and Twitter by 140%,
promoting Allocadia
and its booths at
Martech trade shows.

61. THE CONCLUSION

63. THANK YOU
Paulo Sellitti
360 Creative Director, Founder
Hypnotic
CASE STUDY: Bit.ly/DistressedMarketing
WEB SITE: HypnoticDesign.com

65. Janne Kouri completed a courageous 2,900 mile
journey riding his electric wheelchair across the
country from Los Angeles to Washington D.C. to raise
awareness and funds for the 6 million individuals and
wounded service members living with paralysis in the
U.S.
Pelicon was tasked with working with the NextStep
team and corporate sponsors to market the Ride for
Paralysis, extend the reach Janne’s messaging and
fundraising efforts, and grow the Next Step audience
base.
PROJECT
OVERVIEW

66. Because there would be
limited communication
between Pelicon and the
team on the road after
the launch, the planning
was broken into two
strategies, one before
launch lead by the brand
and one after led by
NextStep.
PHASE 1
PLANNING

67. PHASE 2
EXECUTION
QUALIT Y OF
LIFE
NextStep’s goal is to open NextStep paralysis recovery centers across the countr improved
quality-of-life and a continuum of care for this underserved populatio standardized activity-based
therapy programs and interventions, based on rese centers provides the best chance for recovery,
independence, and health.
NextStep is proud to award a Quality of Life Grant to
Janne
Founder o
y to ensure an
n. By offering
arch; our
Kouri
f NextStep
SIS
U
GRANT

68. WEB DESIGN

69. PRINT
DESIGN
QUALIT Y OF
LIFE
NextStep is proud to award a Quality of Life Grant to
Janne Kouri
Founder of NextStep
SISU
GRANT
NextStep’s goal is to open NextStep paralysis recovery centers across the country to ensure an improved quality-of-life
and a continuum of care for this underserved population. By offering standardized activity-based therapy programs and
interventions, based on research; our centers provides the best chance for recovery, independence, and health.

70. SOCIAL
MEDIA
A cohesive social media
strategy married real-time
content posted from the road
and produced content created
and posted by Pelicon.

71. SOCIAL
MEDIA1,356,04
A
UDIENCE

72. INFLUENCER MARKETING
A variety of social media posts
and accompanying graphics
were created by Pelicon to
make it as easy as possible for
influencers to post about the
campaign with correct tags.
Influencers such as Steve Nash,
Chris Sacca and Josh Duhamel
posted to their social channels
using assets given to them.

74. VIDEO
CREATIO
N
Video creation helped propel
Janne’s messaging around
the campaign and document
the team’s adventures for
social media.

75. SPONSOR
MANAGEMEN
T
The LA to DC team
collaborated with over 20
corporate sponsors to
coordinate messaging, social
media posts, content, and live
events.

76. EMAIL
MARKETING
Weekly emails recapped the
past week’s events on the
road, previewed upcoming
events and drove donations
and fundraising team creation.
EMAIL LIST GROWTH
24%
CREATION OF 14 ADDITIONAL FUNDRAISING TEAMS
$58,497
TOTAL DONATIONS FROM EMAIL
$101,248.48
16 EMAILS RESULTING IN $42,751.48 IN
DIRECT DONATIONS

77. #2900CHA
LLENGE
Sprouting from NextStep
Fitness employees’ dedication
to supporting Janne’s 2900
mile journey, the
#2900Challenge is an effort to
inspire people to do
something bigger than
themselves in service of others.
27
CONTRIBUT
ORS
1
7
3
POS
27,07
6
FOLLOWER
REA CH
8,5
05
LIKES
117,341
FOLLOWER
IMPRESSIONS
661
COMMEN
TS
A
UDIENCE
ENGA
GEMENT
#2900Challenge on
Instagram

78. PROJECT
CONCLUSIO
N
Thanks to joint efforts between
Janne on the road and marketing
support from Pelicon, his
message of inclusion and the
importance of access to rehab
and fitness for the paralysis
community reached a
nationwide audience.
24
%
GROW
TH
25
%
INST A
GRAM
$101,24
8.48
TOTAL DONATIONS
FROM EMAIL
14
%
F A
CEBOOK
1.3
%
TWITTE
R
EMAIL
F U N D R
A I S I N GT O
TA L
$376,39
SOCIAL MEDIA
GR OWTH

79. Prize Sponsors