Social media and banking: The perils of Gramming
Our research for this 50th anniversary edition for Asia took us all over the region, but we didn’t expect it to take us to an Indonesian version of carpool karaoke.
So, for example, he once recorded his message in the format of a popular Indonesian TV programme called ‘The midnight show’ (rebadging it ‘The Mandiri show’ for the occasion) with one of Indonesia’s most famous comedians hired to conduct the interview.
“It’s so I can relate to my employees in a more informal setting,” Tiko says.
But our favourite was his decision to use the carpool karaoke format. Euromoney hears he performed ‘A million dreams’, the song from ‘The greatest showman’, as well as something by Coldplay.
It seems to be working. At least 70% of Mandiri employees follow his Instagram account, which helps when he goes to more remote branches to meet staff.
“Because they feel like they know me personally, they come to me in a warm and unassuming way,” he says.
“Sometimes, in a branch, I have to stop people coming out of their teller booths to take selfies with me while there are still customers queueing.”