connect.BASF: The Online Business Network - Cordelia Krooss & Dr. CheeChin Liew

connect.BASF –The Online Business NetworkCordelia Krooss & Dr. CheeChin LiewCommunity Management connect.BASFJune 8, 2011 (Milan, Italy)

BASF – The Chemical Company  Our chemistry is used in nearly all industry sectors  We combine economical success with social responsibility and the protection of the environment  Sales 2010: €63,873 million  EBIT 2010: €7,761 million  Employees: 109,140 (December 31, 2010)  About 1,100 new patents filed  6 Verbund sites and about 390 production sites Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 2

Objective:Create Value Through ConnectednessInitial Situation Objectives  Strategic Guidelines   Active Use We form the best team Networking in industry Knowledge sharing  Stand-Alone Solutions Collaboration Forums, blogs, wikis, etc.   One Network created limited value 2/3 of stand-alone solutionsMission integrated by end of 2012  Online Business Network   Develop Best Practices for employees worldwide Increase in efficiency Added value Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 3

Innovative Concept,Holistic Implementation Owners of Decision: Stand-Alone Solutions Global Roll-Out Sponsor: Board Member Concept Pilot Launch Idea:Internal Think Team: Inter- Expert Tank Communities, Launch disciplinary Advocates Communication 2007 2008 2009 2010 2011 Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 4

How Does connect.BASF Work?Employees can ... connect.BASF offers ...   Profiles, Status UpdatesNetwork   Contacts   Search, TagsShare Knowledge   Blogs, Forums, Bookmarks   CommunitiesCollaborate   Wikis, Files Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 5

If We Build It, Will They Come?After the Launch of connect.BASF Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 6

Engaging EmployeesPull Not Push  Voluntary Use, Motivated by Content and Role ModelsFacilitating the First Steps  Webinars, Learning Events, Demos, and ConsultingTook Off FastThrough Exciting Launch Communication:  Human (Key Visuals)  Practical (Tangible Benefits)  Emotional (E-Stories)  Global (Regions Before Headquarters) Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 7

Mission Accomplished:Viral Growth, High AcceptanceNumber of Users24,000 Launch Communication20,000 Communication16,000   More than 21,000 users   More than 1,700 communities,12,000 48% of the users are members   Viral growth: 36% know connect.BASF 8,000 from recommendation 4,000   High level of acceptance: 82% understand objectives   One network: 40% integrated; 30% plan integration in 2011 0 M J J A S O N D J F M A M 2010 2011 Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 8

Community Typologyin connect.BASF  Focus:   Focus: Knowledge From employees Collaboration From the organization sharing   Goals: for the organization for the organization  Goals: Business Problem solving, Projects & objectives, Experts & recognition as Teams process integration expert Professions (Expertise) (Practice)  Focus:   Focus: Networking From employees From the organization Internal for employees for employees Communication  Goals: Strengthen   Goals: weak ties, Personal Initiatives & Feedback, build trust Networks organizational transparency (Interest) units (Engagement) Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 9

Making it Grow –Success Factors Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 10

Ressources for Community Management:On-Going Team (since July 2010)Sounding Board Sponsor (Board Member)connect.BASF on-going TeamGlobal Community Global Community Advocates:& Issue Manager & Content Manager Multipliers who support and promote connect.BASF in their organization Regional Community Manager (NA) IS Governance Community Builders: Regional Community Manager (SA) Users who facilitate their commuities IS Application Regional Community Owner Manager (AP)IS Service and Support Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 11

Success Factors: What Makes EmployeesEmbrace connect.BASF?   People-oriented and voluntary character (opt-in)   Visible commitment from top management   Leadership by advocates and community builders   Face-to-face events fostering adoption   Appeal of relevant conversations and workflows   Communication of benefits and success stories Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 12

Creating Value –Business Benefits of connect.BASF Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 13

Best Practice Example 1:A Triangle of Knowledge Sharing Profile status of a marketing manager: “Evaluating market information on surfactants”   Comment from an Information Professional: Do you know this study?   Marketing manager downloads study, finds it very useful   A key account manager asks for the study, and alerts them to additional market information in return.   On request of the marketing manager, the key account manager assesses the information for the team. Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 14

Best Practice Example 2:Efficient Project Work in a Virtual Team Task: project team with members from four continents needed to evaluate and select supplier for novel service.   Community formed collaboration hub where all information came together.   The project was self-documenting, new team members could easily orient themselves.   Open exchange accelerated project progress so that a crucial project step could be shortened by 25%.   After successful completion, the project inspires other users as Best Practice. Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 15

Best Practice Example 3:A Case for connect.BASF!At BASF‘s Facebook page, a visitor posts the message:„Holi hay ghar me mat bhetto.“ Google search is no help.  Social Media Manager asks in connect.BASF connect.BASF: „Who knows which language this is and what it means?“  Within 13 minutes a Change Manager replies: „This is Hindi, it means: Today is Holi (festival of color), don‘t sit at home.“ facebook  Idea: „BASF could take up the color theme to position suitable products.“  Social Media Manager uploads Image-Video on BASF‘s pigments to Facebook  35 likes, 4 positive comments Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 16

Integrated Concept –Social Media at BASF Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 17

BASF Social Media Activities Internally Externally connect.BASF Facebook pages Corp. Newsroom Consulting & Twitter channels YouTube, Flickr & Governance Slideshare channels Communication Connecting BASF.com Corporate Blogs and Training and Facebook Coordination Monitoring Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 18

Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 19

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connect.BASF: The Online Business Network - Cordelia Krooss & Dr. CheeChin Liew

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