How Stanley Won the 2018 SAMMY Award for Best Social Media Campaign
Stanley Security utilizes LinkedIn as the company’s primary social media platform for its B2B-focused business, but also focuses on Twitter and Facebook.
Stanley Security's LinkedIn page.
As Stanley Security Senior Director of Marketing Beth Tarnoff explains it, the company strives to be an educational and informative resource to the security industry in all its marketing pursuits.
Social media, in addition to the company’s website and email platform, serves as a primary vehicle to deliver dynamic, relevant content to achieve its instructive mission.
The company manages the frequency and consistency of social media updates by scheduling posts on a monthly content calendar. This allows the marketing team to gain a full view of the posts scheduled during the month to ensure a regular rhythm of content gets distributed on a variety of topics, Tarnoff says.
“By doing so, we are able to publish updates several times each week, covering a security related topics such as security industry trends, stories about new security products or services, Stanley-specific updates and news, and security trade publication articles,” she adds. “Not only do we schedule posts, but we also share news stories immediately as they are released. This hybrid of ‘planned spontaneity’ ensures that we always have newsworthy content to share, but we also provide our followers with current, trending information as it becomes available.”
LinkedIn serves as the marketing team’s primary social media platform for B2B-oriented business efforts, while also focusing on Twitter and Facebook.
“The ability to track engagement and user activity makes social media an attractive prospect for any marketer,” she says. To track all the followers, retweets or reposts, likes, shares and interactions, the marketing team uses the social media management programs Percolate and Sprout Social.
“Through these tools, we can easily determine which posts get the most views, interactions, reposts, and more,” she says. In addition to sharing other people’s content through social networks, the team links back to the Stanley website for more information on its products and services.
In 2017, Stanley experienced a 205% increase year-over-year in website traffic from social media sources alone, Tarnoff says, due to regular posts and compelling content on LinkedIn, Facebook and Twitter.
“We have also had a 38% increase year-over-year in ‘Free Site Assessment’ requests through our website, leading to new leads and increased revenue,” she says.
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About the Author
Rodney Bosch, Senior Editor
Although Bosch’s name is quite familiar to those in the security industry, his previous experience has been in daily newspaper journalism. Prior to joining SECURITY SALES & INTEGRATION in 2006, he spent 15 years with the Los Angeles Times, where he performed a wide assortment of editorial responsibilities, including feature and metro department assignments as well as content producing for latimes.com. Bosch is a graduate of California State University, Fresno with a degree in Mass Communication & Journalism. In 2007, he successfully completed the National Burglar and Fire Alarm Association’s National Training School coursework to become a Certified Level I Alarm Technician.
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