Social media management and influencer marketing for Salesforce

Salesforce wanted a stronger social presence in the UK and Ireland but lacked a structured approach: consistent cross-channel messaging, stronger engagement, and reach beyond its owned content. The pressure was operational rather than cultural, with a UK social presence that had not kept pace with the brand's marketing ambitions. As a B2B software brand generating high content volume, Salesforce struggled to earn genuine engagement, and OST's view was that owned channels alone would not carry the growth. Reach had to be extended through outside voices, including customer advocates, and through live moments at Salesforce's flagship events.

Appointed as Salesforce's UK social agency in 2018, OST ran an always-on operation built on channel personas and content pillars, using engagement data to steer distribution rather than a fixed calendar. It also launched the UK influencer programme, recruiting industry voices alongside Trailblazer customer advocates, and deployed live activation crews producing real-time posts, interviews, and video from the floor at World Tour and Dreamforce. Social management, influencer work, and event coverage ran as one integrated programme.

The model gave the programme a feedback loop and treated customer advocates as an influencer tier that adds credibility owned content cannot supply, with flagship events used as concentrated content moments. LinkedIn is the one channel named in the results, alongside Salesforce's owned channels. OST self-reports organic impressions up 470%, engagements up 2,000%, engagement rate up 300%, CTR up 160%, 200,000 LinkedIn engagements in 2018/19, and 1M video views in 24 hours from a single World Tour activation. None of these figures is independently verified, and the percentage claims carry no stated baselines.