How To Build an Audience by Giving Back – the #BossTalks Story

Salesforce’s Ebony Beckwith ends each interview in her #BossTalks sequence with the identical query: “What’s your superpower?”

So I requested her that query.

Her response? Properly, it’s a bit meta – and really correct.

Ebony’s superpower is bringing out the superpowers in others.

“This comes by in my mentoring and the best way I handle my management crew. It brings me loads of pleasure to see them shine,” she explains.

It additionally manifests in her function as Salesforce’s chief enterprise officer and chief of employees to co-CEO Marc Benioff. Ebony can also be the CEO of the Salesforce Basis.

However this story focuses on how she scaled her mentoring superpower right into a smash hit on LinkedIn and the brand new Salesforce+. That reside interview sequence, #BossTalks with Ebony Beckwith, additionally earned her a spot as a finalist for 2022 B2B Content Marketer of the Year.

@EbonyBeckwith turned her superpower – bringing out the superpower in others – into the smash hit #Content series #BossTalks, says @AnnGynn via @CMIContent. Click To Tweet

The superpower origin story

Ebony joined Salesforce in 2008 after spending 10 years within the monetary sector. Her first Salesforce function was senior director of expertise enterprise operations at Salesforce.com, and she or he ultimately took on a sequence of roles on the philanthropic aspect of the enterprise. In 2021, she was named the corporate’s chief enterprise officer – the identical yr #BossTalks launched.

“I do know I wouldn’t be the place I’m immediately with out my mentors’ steerage and assist. Not everybody has somebody of their nook, cheering them on, so I attempt to be that individual when and the place I can,” Ebony explains.

Ebony started mentoring to pay again what had been given to her by mentors through the years. Ultimately, she had so many requests for mentoring she launched group periods, which she known as Mentor Moments. Members might ask profession questions, and she or he candidly answered them from her private expertise.

Scaling her mentoring by Mentor Moments labored, but it surely wasn’t sufficient. Ultimately, Ebony took that work to LinkedIn with a sequence of posts tagged with #BossNotes. (You may learn all of them, together with the October 2020 submit that kicked off the sequence, at BossNotes.com.)

“I write every part down, particularly in terms of profession recommendation, and I stumbled upon an outdated pocket book (aptly titled “Boss Notes”) with a immediate a profession coach had given me on what recommendation I’d give a 12-year-old woman,” Ebony says. “I spotted how a lot of what I wrote down was additionally related to adults.”

That content material resonated on LinkedIn, with some posts hitting over 1,000,000 views and incomes tens of hundreds of likes.

With an viewers response like that, Ebony and Salesforce noticed the potential for an interview-based video sequence with leaders “mentoring” viewers. They created the video sequence #BossTalks, which launched on LinkedIn in 2021, out of that concept.

Ebony says LinkedIn was an “obvious-but-not-so-obvious alternative” to be the house #BossTalks. She explains, “I used to be already constructing an viewers on LinkedIn by #BossNotes, however Salesforce was not producing loads of content material for the channel on the time.”

Since then, Salesforce has added its personal streaming service, Salesforce+. The primary #BossTalks is now accessible on demand on the streaming platform. (Season 4 might be underway shortly on each LinkedIn and Salesforce+.)

Some #BossNotes posts by @EbonyBeckwith on #LinkedIn attracted over a million views, and led to the idea for #BossTalks, says @AnnGynn via @CMIContent. Click To Tweet

Creating the reside video sequence

The #BossTalks crew is lean, totaling between 5 and 6 folks. Along with Ebony, it consists of two producers, a technician who handles recording and modifying, and social leads. “I’m so grateful for his or her arduous work and drive to create one thing particular for our viewers,” Ebony says.

The crew produced 22 episodes in season one, airing one each two weeks. “It featured leaders I knew would give folks the true speak they have been craving,” Ebony says.

Friends included folks in her personal community and people she admired and hadn’t met, like Thasunda Brown-Duckett, president and CEO of TIAA, who talked about letting go of perfectionism. Different interviews embrace:

  • Karlie Kloss, supermodel and founding father of Kode with Klossy, on work-life stability
  • Mona Kattan of Huda Magnificence and Kayali Fragrances on authenticity
  • Kyra Kyles, CEO of YR Media, on private branding
  • Karissa Bodnar, founder and CEO of Thrive Causemetics, on changing into your personal boss

The matters relate to what the neighborhood asks for, trending office matters, and the visitors’ experience. For instance, when burnout and the Nice Resignation was a scorching matter, they invited Karlie to speak about psychological well being and work-life stability – matters she’s captivated with.

“The relationships are actual, and the chemistry our viewers feels after we’re laughing and making jokes or getting weak with one another is genuine. It’s what I like in regards to the present probably the most,” Ebony says.

The facility of the #BossTalks video sequence wasn’t restricted to LinkedIn and Salesforce+. They repurposed on different channels, together with Salesforce’s The 360 Blog (over 13,000 natural web page views) and replays on Salesforce YouTube channels (practically 200,000 views).


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Getting in actual life with the neighborhood

The should be part of the community – not simply speaking to the viewers – has been a necessary lesson in Ebony’s #BossTalks journey. Within the feedback, she solutions viewers’ questions or replies to what they share. It deepens the reference to the viewers and helps the #BossTalks crew produce content folks wish to interact with.

And the crew doesn’t additionally restrict interplay to feedback. In October 2021, Marissa Kraines, Salesforce’s vice chairman of social and content material advertising and marketing, and her crew got here up with a #BossTalks giveaway. The packages included a branded #BossTalks cape, pocket book, pen, pin, mug, and a bag of Purple Bay Espresso.

Actual-life superheroes, together with Crew USA gymnast Nastia Liukin and two-time NBA All-Star Baron Davis, delivered a few of the watch kits to viewers.

“The superhero activation got here on the excellent time. Whereas we’d cultivated an unbelievable on-line viewers, what folks have been lacking most was that IRL connection,” Ebony explains.

The marketing campaign resulted in 8.2 million video views, 100,000-plus engagements, and #BossTalks trended at No. 7 on Twitter in america.

A superhero-themed giveaway helped #BossTalks rise to No. 7 on #Twitter in the United States, says @AnnGynn via @CMIContent. Click To Tweet

Ebony says, “I cherished seeing all of the shocked appears from folks and the pure pleasure on their faces. It was a good way to each join with our core #BossTalks neighborhood but in addition entice new viewers.”

So what’s the superpower of #BossTalks?

It delivers content material the audience desires, when and the place they need it, whereas making a neighborhood with digital and real-life interactions.

What content material marketer wouldn’t need that superpower?

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Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute

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