Stellantis Omnisocial Ad Strategy: Behind-The-Scenes of South County DCJR Dealership Case Study

Stellantis Omnisocial Ad Strategy: Behind-The-Scenes of South County DCJR Dealership Case Study

Stellantis Omnisocial Ad Strategy: Behind-The-Scenes of South County DCJR Dealership Case Study

In this video, we break down the strategy behind the results of our latest Dealership Case Study for South County Dodge Chrysler Jeep Ram and how they used an Omnisocial ad strategy to 10X their results!

Watch the video below or download the PDF here!

💡 Pro tip: You can jump to different sections in the video by using the video tools!

Behind-The-Scenes 🔍 With South County Dodge Chrysler Jeep Ram: 

South County DCJR is located in St. Louis, MO, and have been in the same location since 1965. We have had the pleasure of working with our partners Allen Masengil, GM, Mike Chorba, Sales and Finance Manager, and Ashley Etheridge, BDC Director since 2020. 

Collectively, this is a team that believes in innovation, testing new strategies, and the power behind social media — in other words, one of our favorite Dealers United Partners! 

Creating a Full-Funnel, Omnisocial Strategy

South County DCJR wanted to dominate their market and competition, and an Omnisocial strategy was the perfect solution.

Omnisocial, or omnichannel, refers to a multi-platform advertising strategy that works to provide a seamless customer experience; no matter where a shopper is spending time. This approach delivers the next relevant message at the right time in the auto buyer journey, on the platform where they are spending time NOW.

What separates an average Omnisocial campaign from a top-performing one is a full-funnel strategy. Specifically, leveraging different ad types intentionally, with thoughtful messaging that coincide with the mindset and stage of the auto buyer journey.

South County DCJR worked with Dealers United to develop messaging for Facebook, Instagram, Pinterest, Snapchat, and TikTok that would diversify as shoppers went through different stages of the buyer journey (awareness, consideration, and conversion).

(👉 Jump to 2:10 in the video to see ads South County DCJR ran at each stage of the funnel!)

Here’s a deeper dive into their results between January 1st, 2023 – March 31st, 2023:

South County Dodge Chrysler Jeep Ram: Social Ads Case Study Results

Facebook & Instagram (Meta):

Meta is a staple in South County DCJR’s Omnisocial strategy for every stage of the buyer journey. With a powerhouse of 251M monthly active users in the US, Meta remains the most widely used social platform today, and typically drives the highest KPIs for the lowest costs. One specific strategy South County DCJR runs on Facebook and Instagram is promoting their new 2023 Stellantis model lines.

 

Our Stellantis OEM Program is helping CDJR dealers across the US and Canada move excess inventory fast. Learn more about our Stellantis OEM Program here!

Facebook & Instagram Results (Q1 2023):

  • 1.6M impressions
  • 28,665 clicks
  • 909 leads
  • 71 matched unit sales

Pinterest:

South County DCJR wanted to be sure their new vehicle inventory was getting in front of car shoppers in their area with higher incomes. And Pinterest was the perfect solution! Pinterest has the ability to reach 52% of US adult internet users with incomes over $100K. Plus, it’s a great way to reach moms! 

Pinterest Results (Q1 2023):

  • 1.4M impressions
  • 3,301 clicks
  • 142 leads
  • 13 matched unit sales

TikTok:

With users spending an average of 89 minutes per day on TikTok, the platform is rapidly becoming the new “TV” for all generations. South County DCJR uses this video-first platform to drive awareness and retarget with dynamic vehicle ads.

Want more TikTok Ad Inspiration? Click here to see the top-performing dealership TikTok videos!

TikTok Results (Q1 2023):

  • 978K impressions
  • 6,081 clicks
  • 891K video views
  • 811 landing page views

Snapchat:

Did you know? 40% of Snapchat users don’t use alternative social platforms! With dynamic vehicle inventory ads and 108M monthly active users in the US, South County DCJR is using Snapchat to drive traffic to their vehicles under $25,000. 

Snapchat Results (Q1 2023):

  • 370K impressions
  • 3,160 swipe ups
  • 25K video views
  • 54 leads

It’s All About Partnership

While we covered a lot of South County’s stats and success in this article, don’t just take it from us…

Check out this testimonial from Mike Chorba, Sales and Finance Manager:

“Our goal is to dominate our market in all aspects of the auto industry. With how competitive our DMA is, that can be challenging at times. One area I don’t have to worry about now is our social media presence. The cost per lead and cost per sale is something that most social-ad-based companies could only dream of achieving. We are saving thousands every month over previous providers and seeing 8 to 10 times the results with Dealers United. Now that is dominating in a space!”

— Mike Chorba, Sales and Finance Manager at South County Dodge Chrysler Jeep Ram

At Dealers United, our only goal is to help you reach your goals. Want to talk social media ad strategies for YOUR dealership? Schedule a demo with us here.

 

Dominate Social Ads

 

Blog Author - Molly Dennehy

Written By Molly Dennehy
Molly Dennehy is a marketing expert who has evidenced effective digital marketing strategies across six different industries. Now, she brings her diverse experience and creativity to automotive dealers. From audience targeting, campaign set-up, and content creation, Molly is passionate about sharing new and innovative ways to drive results.

What’s New At DU: How To Create Social Media Videos That Drive Results

What’s New At DU: How To Create Social Media Videos That Drive Results

What’s New At DU: How To Create Social Media Videos That Drive Results

Video is taking over… 👀

The most successful marketing campaigns tell a compelling story — NOT a sales pitch. That’s why online videos are taking over digital marketing!

Creating fun and informative social videos offer dealers a huge opportunity to get their brand and inventory in front of an engaged local audience. 

In this month’s episode, we break down our tips for creating viral social media content for your dealership.

 💡 Pro tip: You can jump to different sections in the video by using the video tools!

  

 Questions? Compliments? Ready to maximize your success? 

 Reach out to us at [email protected] or schedule a 15min consultation.

Blog Author - Molly Dennehy

Written By Molly Dennehy
Molly Dennehy is a marketing expert who has evidenced effective digital marketing strategies across six different industries. Now, she brings her diverse experience and creativity to automotive dealers. From audience targeting, campaign set-up, and content creation, Molly is passionate about sharing new and innovative ways to drive results.

What’s New At DU: Dealership Culture In The Age Of Social Media

What’s New At DU: Dealership Culture In The Age Of Social Media

What’s New At DU: Dealership Culture In The Age Of Social Media

What impact does social media have on your culture? 🤔

 Check out the video above to hear from Justin Friend, VP & General Manager, and Molly Dennehy, Brand Manager, or skim the highlights listed below.

 💡 Pro tip: You can jump to different sections in the video by using the video navigation tools or by clicking any “(Watch at #)” linked below.

 Agenda:

  • Social Media & Dealership Culture
  • Customer Spotlight: Zeigler Auto Group 👏
  • TikTok Best Practices

Social Media & Dealership Culture (Watch at 0:35)

With social media platforms capturing attention at an increasing rate, it definitely has an impact on our culture. Dealerships who embrace social media and incorporate it into their culture both internally and externally are seeing remarkable results.

Getting your staff involved not only is a great way to create content for your brand and share what the culture is like at your dealership, but also a method of team building!

The Top Reasons People Visit Your Social Media (Watch at 1:20)

We recently learned that the top reasons a user visits your social media pages are: 1) to read reviews and 2) to check out your culture. People want to learn about your customer experience and meet the people they would be interacting with.

Start A Team Content Contest (Watch at 2:07)

Creating a social media content contest can jump start your efforts to improve your social media footprint on your dealership culture. Here is how to do it:

  • Determine the prizes. We suggest prizes for most engagement + most votes for creativity. Get the community involved with voting! (Google Forms is great for this.)
  • Set the topics or categories. Think about what’s trending & sharing your culture. Do they have to say a buzzword or phrase? Use a prop or sound? Show off the team or inventory?
  • Set the duration. For each category, set the time to measure results. We suggest 1 week per video.
  • Have regular check-ins. Hold brainstorming and training sessions before, during and after! Share the winning video across channels.

If you hold a contest, we want to help! Share your videos and accounts with us, and we will help promote your content! Email: [email protected]

Customer Spotlight: Zeigler Auto Group (Watch at 3:59)

Our Customer Spotlight of the month is Zeigler Auto Group! We chose Zeigler to be our spotlight because they truly are embracing social media into their culture, and have put together some unique programs to promote content creation amongst their team.

This group spans 24 brands in 4 states with over 35 rooftops.

Lindsay Latsko is the Director of Internet and Marketing Operations for several of their locations, and she is a member of our Customer Advisory Board. In this month’s meeting she shared that they have created an internal program called “Driving Social”.

Their team meets once a month to brainstorm and inspire each other on creating content by sharing ideas, tips, and training on the platforms. By adding some friendly competition, it is truly ‘driving’ some great content and camaraderie!

TikTok Best Practices (Watch at 6:20)

We recently hosted a webinar on the #1 most downloaded social platform in the world- TikTok. If you are interested in learning best practices for creating content for your dealership, you will want to catch the replay! We have also put together some resource guides that you can download to help you get started or optimize your current strategies.

Click here to watch the replay! https://www.dealersunited.com/resource/webinar-taking-on-tiktok
Click here to download the TikTok Organic Guide! http://www.dealersunited.com/wp-content/uploads/TikTok-Organic-Guide-Dealers-United.pdf  
See some of our favorite TikTok examples: https://www.dealersunited.com/resource/tiktok-examples-car-dealers/  

Blog Author - Molly Dennehy

Written By Molly Dennehy
Molly Dennehy is a marketing expert who has evidenced effective digital marketing strategies across six different industries. Now, she brings her diverse experience and creativity to automotive dealers. From audience targeting, campaign set-up, and content creation, Molly is passionate about sharing new and innovative ways to drive results.

What’s New At DU: Pinterest Check-in & NEW Webinar

What’s New At DU: Pinterest Check-in & NEW Webinar

What’s New At DU: Pinterest Check-in & NEW Webinar

Wrapping up Q1 on a high note 🎶

Welcome back to the new format for Dealers United Partner Updates! Check out this month’s info in two ways: print or video.

💡 Pro tip: You can jump to different sections in the video by using the video navigation tools or by clicking any “(Watch at #)” linked below.

Agenda:

  • NADA Recap
  • NADA Workshop Webinar!
  • Customer Spotlight – Dahl Ford  👏
  • Pinterest Check-in
  • Dealers United Team Updates 😎

NADA Recap (Watch at 0:19)

This year’s NADA Show 2022 was a blast! The event took place March 10th-13th at the Las Vegas Convention Center. It was great to be in person once again to reconnect and celebrate our industry. 

The theme of the show was centered on the future of our industry, with a focus on Electric Vehicles. The show’s content emphasized the importance of educating and informing auto shoppers to help guide them through upcoming industry changes and trends.

NADA Workshop Webinar (Watch at 1:19)

Pete Petersen, CEO of Dealers United, hosted a workshop, “7 Undercover Direct-to-Consumer Platforms You Need In 2022,” on Sunday, March 13th. 🔥

After the session, there were so many questions from the audience that we went overtime (NADA literally had to cut us off). 😅

So, we decided to host this virtual session to answer ALL of your questions about advertising on social media.

Discover the direct-to-consumer channels that will help your store engage, influence and close buyers. 🔑 Three key takeaways:

▶️ Explore 7 social platforms that are helping other dealers reach more auto buyers: Facebook, YouTube, Pinterest, LinkedIn, Snapchat, TikTok & Instagram.

▶️ Understand how to use data to target your ideal audience and in-market auto shoppers, and what sources you can leverage now – including some that you already own!

▶️ Identify the right messages (with examples!) to leapfrog your business ahead of the competition and increase market share.

Can’t make the live event? No worries – register anyway and we’ll send you the recording!

Customer High-Five (Watch at 1:49)

🖐️  Dahl Ford is our Customer Spotlight of the month!

We are excited to celebrate 1 year of working with the team in Davenport, IA, who leverage Facebook + Instagram and Snapchat for a full funnel Omnichannel strategy. 

From February 2021 to February 2022,  their campaigns had an average match rate of 24.8% with 344 sales attributed at a $107.57 CPUS. Their average CPL was $22.12 with 48,550 total landing page views. Absolutely incredible!

Pinterest Check-in (Watch at 3:42)

On Pinterest, positivity is the key to success! Pinners come with a positive mindset and expect the same from your content.

When your brand delivers positive, authentic content, you benefit from higher engagement with your followers.

📌  Three Pin Tips:

  • Create content that supports your audience’s personal style, judgment-free.
  • Encourage your followers’ aspirations by introducing them to new ideas.
  • Help your audience take the next step with actionable suggestions.

Pinterest is a highly personal experience, where individuals come to be inspired, plan their next life event, and discover new ideas. By building a presence on Pinterest, your auto dealership can become a part of their lives and help them find the perfect vehicle for their lifestyle.

Dealers United Updates 😎 (Watch at 6:02)

It has been a BIG month for #TeamDU! At the start of the month, we brought all our crew together in Sarasota, FL for some team building, bonding.

It was an action packed few days filled with games, gratitude and giving back to our community.

We are a fully remote company, and while that has its perks, it was so amazing to bring people from 19 different states together to celebrate each other and nurture our culture.

However, one person who couldn’t join us in Florida was Customer Success Manager Mike Miller, because he was welcoming his son, Lando, into the world!

Congratulations to Mike and his growing family, who officially wins the cutest new Zoom background when baby Lando makes an appearance. 👶

Are we in the right lane? 🚘 (Watch at 7:02)

Hopefully you can tell how proud we are of #TeamDU, and we are just as honored to have this partnership with you. We truly strive to build a relationship with our members so that it feels as if our team is an extension of your team.

Thank you those who have recently written reviews on Facebook or Google or texted us feedback, because it is so valuable. We want to know if we are driving in the right lane with you, and if there is anything we can do to improve or enhance our partnership.

It would mean so much if you could take 30 seconds to leave us a review on Facebook or Google.

Thank you for tuning to this month’s updates! ✌️

 Questions? Compliments? Ready to maximize your success? 

 Reach out to us at [email protected] or schedule a 15min consultation.

Blog Author - Molly Dennehy

Written By Molly Dennehy
Molly Dennehy is a marketing expert who has evidenced effective digital marketing strategies across six different industries. Now, she brings her diverse experience and creativity to automotive dealers. From audience targeting, campaign set-up, and content creation, Molly is passionate about sharing new and innovative ways to drive results.

Welcome To The Metaverse: What Facebook’s Rebrand To Meta Means For Auto Dealerships

Welcome To The Metaverse: What Facebook’s Rebrand To Meta Means For Auto Dealerships

Welcome To The Metaverse: What Facebook’s Rebrand To Meta Means For Auto Dealerships

Nothing like a major announcement by the world’s social media giant to get the digital sphere buzzing!

In recent months, we all have learned the importance of flexibility – with iOS updates, inventory shortages, cookie privacy changes, and most recently, the deprecation of Facebook Marketplace automation – auto marketers have learned to stay alert and ready for action in the wake of disruption.

Facebook’s most recent announcement falls well within the concept of “with great change comes great opportunity.” While this news may have some people concerned as to what it means for the auto industry, personally, we are confident that this will provide more ways to connect with local communities in a meaningful way.

So, let’s break it down.

Why did Facebook change its name to Meta?

On Thursday, October 28th 2021, the company Facebook announced that it was renaming itself to “Meta.”

CEO Mark Zuckerberg said that his company was going beyond today’s social networking, which Facebook has been built on since it was founded 17 years ago. Having Facebook as the corporate name when the company now owned many apps and was fundamentally about connecting people was no longer tenable, he said. (Source: The New York Times)

Image Source: about.fb.com

What is “Meta” and the “Metaverse”?

According to an article on Facebook Newsroom, “Meta builds technologies that help people connect, find communities, and grow businesses. When Facebook launched in 2004, it changed the way people connect. Apps like Messenger, Instagram and WhatsApp further empowered billions around the world. Now, Meta is moving beyond 2D screens toward immersive experiences like augmented and virtual reality to help build the next evolution in social technology.”

“The metaverse will feel like a hybrid of today’s online social experiences, sometimes expanded into three dimensions or projected into the physical world. It will let you share immersive experiences with other people even when you can’t be together — and do things together you couldn’t do in the physical world. It’s the next evolution in a long line of social technologies, and it’s ushering in a new chapter for our company.”

What does this mean for my dealership’s advertising on Facebook-owned platforms such as Facebook, Messenger, and Instagram?

We expect little, if any, changes to your current advertising across Facebook-owned platforms. You will still see “Facebook” labeled in your Google Analytics, advertising reports, direct invoices, etc. That said, we’ll continue to be on the lookout for any new unforeseen changes and will notify you as soon as we learn more.

It’s also important to note that Zuckerberg and the company have made it clear that investments will still be made toward the social media platforms under the Meta umbrella. “Building our social media apps will always be an important focus for us. But right now, our brand is so tightly linked to one product that it can’t possibly represent everything that we’re doing today, let alone in the future,” Zuckerberg said.

What opportunity does the “Metaverse” offer auto advertisers?

In a note from our Facebook Partner Manager, we are assured that Meta is “committed to helping you deliver on [marketing] objectives by reaching the right people and engaging with your customers – today and in the future.”

The Metaverse concept, while forward-thinking, also poses a massive opportunity for dealership advertisers in coming years. With a spotlight on virtual and augmented experiences, this new environment could change not only our advertising, but even our lives drastically! What kind of opportunities do we have for advertising for our dealerships to show up? We are excited to learn more about these media opportunities and what they mean for auto dealers.

So do we start referring to Facebook’s platform as “Meta”?

Not necessarily. Facebook and its other apps, such as Instagram and WhatsApp, will remain—but under the Meta umbrella. For example, you don’t need to worry about the big blue and white logo changing on your phone screen.

That said, we have noticed that the “Facebook for Business” Facebook Business Page has indeed changed to “Meta for Business,” while sites like facebook.com/business are still intact and only Facebook-focused. We will keep you informed about any additional changes.

What IS changing and when?

According to Meta’s announcement, the company’s corporate structure is not changing, and the metaverse concept will likely take years – potentially a decade or more – since the concept is theoretical right now. That said, it will begin trading under the stock ticker MVRS beginning on Dec. 1, and is expected to begin branding some of its virtual-reality products as Meta, shifting away from the original brand name of Oculus.

Now what?

Take a deep breath knowing that there are no critical changes to your ads or accounts to act on. We will keep updating you as more information becomes available. We can’t wait to see what the metaverse offers the auto industry!

Subscribe to our blog and Facebook page to stay in-the-know as we navigate these changes together.

Blog Author - Molly Dennehy

Written By Molly Dennehy
Molly Dennehy is a marketing expert who has evidenced effective digital marketing strategies across six different industries. Now, she brings her diverse experience and creativity to automotive dealers. From audience targeting, campaign set-up, and content creation, Molly is passionate about sharing new and innovative ways to drive results.

Everything Your Dealership Needs To Know About Snapchat

Everything Your Dealership Needs To Know About Snapchat

Everything Your Dealership Needs To Know About Snapchat

Every dealer knows that a key to success in this industry is getting your dealership in front of the right shopper at the right time. 

But dealerships are now being faced with a new challenge of reaching the next emerging auto buyers – Generation Z. 

More frugal and well informed than their Millennial counterparts, Generation Z knows what they want, and you better be where they want to shop. 

And with Gen Z entering adulthood with around $3 trillion in purchasing power, it’s high time that we start to focus on how to reach tomorrow’s auto buyers. 

But don’t underestimate the other generations’ usage of Snapchat.

What Is Snapchat?

Founded in 2011, Snapchat gives users a way to express themselves via images without having to worry about a ton of people seeing their content.

You can take a photo or video and send it to one or many people and after a set amount of time, poof, the media would disappear.

Snapchat was also the original way users could easily apply filters, add unique location tags, text, and even draw on their content. Facebook, Instagram, and TikTok have since “borrowed” this concept for their platforms.

Snapchat has evolved immensely since its inception, but never lost its fun creativity, and now that the majority of its users are entering the career field, dealerships are seeing an opportunity to capitalize.  

Why Snapchat?

Where does Snapchat fall in the realm of social giants? Great question.

When it comes to the kings of social, Facebook has always been on top. Back in 2012, Instagram presented a threat to their throne, but Facebook bought them out before they could take it.

In 2013, Facebook also tried to purchase Snapchat for a booku bucks type deal, but Snapchat’s owners respectfully declined.

Snapchat may never take over Facebook and Instagram as social media’s top dog, but the platform is now reaching an astonishing 75% of Millennials and Generation Z.

Instead of simply being present on multiple platforms like traditional “multichannel” advertising, Omnichannel is customer driven and aims to hit the right customer, at the right time, with the right message, where they are shopping, every time.

Image Source: Snapchat

The platform lays claim to an impressive 93 million US users per day and over 60% of those users are actively “snapping” on a daily basis.

What’s almost more impressive is that Snapchat is increasing their user base by 22% year-over-year.

Over 80% of Snapchat users also share their location with the app, providing a great opportunity to target local auto shoppers to build awareness of your dealership and any current offers or events.

With usage stats like that, it stands as no surprise that advertisers are ready to capitalize on this rising opportunity.

Advertising On Snapchat

Luckily for Snapchat, Facebook has really blazed a trail for social advertising.

So if you know how to advertise on Facebook, Snapchat is a simple next step.

Very much like the Facebook Pixel, Snapchat also uses a “Snap Pixel,” installed on your site so they can create audiences and retarget shoppers from your site on Snapchat.

You can create lookalike audiences (audiences similar to your customers or website visitors), audiences from your CRM lists, retargeting audiences, and engagers of your Snapchat content.

Dealerships can also target in-market Snapchatters using Datalogix auto shopper segments, Edmunds custom audiences, and Placed dealership visitors.

Advertisers can create catalogs to display as inventory ads, which is a BIG win for auto dealerships.


 

And dealerships can start getting their message and inventory in front of these audiences for as little as $5 a day!

Ready to learn everything about setting up and running successful dealership ads on Snapchat? Click here to download Snapchat’s Auto Dealers Playbook.

Download the Snapchat Auto Dealers Playbook!

Click Here

Which platform is right for me?

Dealers United is on a mission to create a complete marketing system that focuses on the individual, instead of the channel.

We’re calling this new approach “Omnichannel,” and by having your marketing efforts work in unison instead of in competition, we are reshaping the way the dealerships reach their customers.

Instead of simply being present on multiple platforms like traditional “multichannel” advertising, Omnichannel is customer driven and aims to hit the right customer, at the right time, with the right message, where they are shopping, every time.

Picture this; a Facebook user clicks on one of your ads and looks at your inventory, but then doesn’t log back in for days.

So is this where their journey ends?

With Omnichannel marketing, we can start reaching that shopper with your live inventory on the other platforms where they are spending their time – including Snapchat, Tik Tok, Pinterest, Facebook, Bing, MSN Autos, and Google.

Using customer driven data, long gone are the days of having different ad agencies randomly toss your inventory up on different channels so you have a check in the box.

Interested in learning more about Omnichannel?

Click here!

Blog Author - Drew Detweiler

Written By Drew Detweiler
Drew manages inbound and outbound marketing for Dealers United. When he’s not at work, he’s probably enjoying the outdoors, fishing, or eating.

Register for the webinar, “The 3 Biggest Facebook Mistakes Even Advanced Dealer Marketers Are Making”!

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