Holmes Report 24 Feb 2011 // 12:00AM GMT
By Arun Sudhaman
LONDON: Worldcom agencies Kaizo and Business Press are to lead a new global social media project on behalf of Wall Street Institute (WSI), one of the world’s largest English-language schools.
The two agencies will carry out a comprehensive audit of the company’s social media presence in 10 countries across the world, including China, Germany, Argentina, Turkey and Thailand. The partnership between UK firm Kaizo and Italian firm Business Press secured the business following a competitive review.
The audit will track conversations about WSI, and about learning English. It will also measure share of voice across various social media platforms, in comparison to WSI’s main competitor in each country. This will be used to create an assessment of WSI’s ‘online recommendability’ using UK firm Kaizo’s proprietary methodology.
“This audit is the first step in our move towards conversational marketing and will enable us to protect and promote our online brand assets,” said WSI CEO David Kedwards.
Both Kaizo and Business Press are members of Worldcom, the largest independent agency network in the world. They will be supported on this project by other Worldcom agencies: LF Channel in Barcelona, TQPR in Bangkok, AP Connections in Singapore, and HBI in Munich.
Founded in 1972, WSI was acquired last year by Pearson Education, after previously being owned by private equity firm The Carlyle Group.