Analysis of how Mr Anand Mahindra, CEO of M&M Group of Companies is the voice of the corporate Mahindra brand. And how brands and organizations can leverage the power of digital.

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What Indian CXOs & Brands
can learn from @AnandMahindra
Vijay Sankaran
January 18, 2010

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Learnings for Managers & Organizations
in Leadership, Customer Service, Marketing 2.0,
Engaging Your Corporate Ecosystem via Social Media,
and more.
In case you are not from India: Anand Mahindra is Vice Chairman and Managing Director of
Mahindra & Mahindra Group, a well known corporate group in Automotive, IT,.Engineering and
other sectors. More about him here: http://en.wikipedia.org/wiki/Anand_Mahindra
He’s been ‘the voice of the Mahindra brand’ on Twitter since April 2009. His twitter page:
http://www.Twitter.com/AnandMahindra.
Note: This presentation is NOT about Twitter as a specific social media channel.

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Trust + Relevance = Engagement
Editor of Digital
Media website
Amplification
Senior VP, Leading Sports
Telecom Co Editor
Potential reach: 25,000 people.
Source: TwitterAnalyzer.com

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Authenticity: Human, Humble (helps to be humorous)

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Highly Engaged, Accessible, & Willing To Learn
*RT refers to Retweet, similar to forwarding an email.

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Co-creation: Active listening

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Crowdsourcing

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Responsive to Customer, Employee Issues

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Employee Engagement & Social Recruiting

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Corporate Citizenship: Leading by Example

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“So if I sit and tweet, who
will run my company / do
my job?” “That’s just one individual.
How does this scale?

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Answer: You need to institutionalize this approach. And bring in
digital communication specialists to bring new ideas to the table
Corporate/Product
Brands
Employee Consumer
Community Community
*Illustrative Digital Plaftforms

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3 starter steps
1. Identify champions within the organization and
empower them.
2. Evolve a strategy, a plan, and yes, allocate a budget.
3. Start with small steps. Observe, Learn, Iterate quickly.

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3 areas to focus on
1. Digital Branding & Marketing
2. Customer Service
3. Engaging Internal & External Partners (vendors, analysts,
media, employees-present and prospect)

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Let’s continue the conversation
• About Me: Vijay Sankaran, Creative Director turned Digital
Strategist at URJA. We help brands connect with today’s digital
consumer.
• My Twitter Page: http://www.twitter.com/VijaySankaran
• My blog: http://digitaldoodles.posterous.com
• Linkedin Group: Digital Marketing India http://bit.ly/DMI-Lnkdn
• Email: vijay1to1 at gmail dot com
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