Social Media @ BASF

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BASF Social Media activities, status, strategy, outlook. Last updated January 20, 2016

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Social Media @ BASF

  1. 1. Social Media @ BASF Patrick Schmidt-Kühnle Manager Corporate Social Media, BASF SE
  2. 2. BASF – We create chemistry 2  Our chemistry is used in almost all industries  We combine economic success, social responsibility and environmental protection  Sales 2014: €74,326 million  EBIT 2014: €7,626 million  Employees (as of December 31, 2014): 113,292  6 Verbund sites and 353 other production sites 20.01.2016 Social Media @ BASF; P. Schmidt-Kühnle, BASF SE
  3. 3. Our purpose 3 We create chemistry for a sustainable future 20.01.2016 Social Media @ BASF; P. Schmidt-Kühnle, BASF SE
  4. 4. Our strategic principles 4 We add value as one company We innovate to make our customers more successful We drive sustainable solutions We form the best team 20.01.2016 Social Media @ BASF; P. Schmidt-Kühnle, BASF SE
  5. 5. 5 Overarching Goals of BASF Within External Social Media We innovate to make our customers more successful  Prospect generation  Customer support and engagement  Market research  Gain interest in solutions of BASF We form the best team  Grow attractiveness to digital generations  Expand networks, know-how transfer, problem solving  Find new employees We add value as one company  Strengthen brand and reputation  Foster integrated communications approach and cross-unit cooperation  Demonstrate strength of Verbund and show holistic picture of BASF We drive sustainable solutions  Build trust through openness  Engage in dialogue, influence and impact on public opinion  Drive solutions to the public 20.01.2016 Social Media @ BASF; P. Schmidt-Kühnle, BASF SE
  6. 6. Social Media Governance 6 Corporate Communications Strategy Guidelines Corporate Channels Global Governance Experts Community Consulting Best Practice Exchange Preparing Guidelines etc. Communications in Businesses, Regions Specific Strategies Individual Channels Input for content 20.01.2016 Social Media @ BASF; P. Schmidt-Kühnle, BASF SE
  7. 7. Integrated Online Publishing Concept 7 Information: BASF.com Business: LinkedIn Multimedia: YouTube, Slideshare, Instagram, Flickr News: Twitter Dialogue: Facebook, Google+ 20.01.2016 Social Media @ BASF; P. Schmidt-Kühnle, BASF SE
  8. 8. 8 Target Group Specific Pages on Facebook and Twitter Twitter: 35 Accounts with 170,000 followers* * As of September 4, 2015 Facebook: 27 pages with over 1,000,000 likes* Corporate Careers Industries Brands Corporate Careers Industries, Investor Relations Brands Regions 20.01.2016 Social Media @ BASF; P. Schmidt-Kühnle, BASF SE
  9. 9. BASF Social Media Activities worldwide 9 The intensity of color indicate the intensity of social media activities. 20.01.2016 Social Media @ BASF; P. Schmidt-Kühnle, BASF SE
  10. 10. Science Symposium Ludwigshafen shows how it all comes together 20.01.2016 10 SlideShare: Presentations Flickr: Foto album YouTube: Daily summaries Creator Space: Blog entries for each day (Multimedia) content hubs Facebook: Event page Creator Space: Event page Basis (Live) Publishing Facebook, twitter, LinkedIn, Google+: Posts, Tweets, Status updates Social Media @ BASF; P. Schmidt-Kühnle, BASF SE
  11. 11. Outlook  Social Media is an integrated part of communications and marketing.  There is no ‚One fits all‘ solution. The set of Social Media depends on the specific business.  Social Media helps to create chemistry between a company and its stakeholders. 11Social Media @ BASF; P. Schmidt-Kühnle, BASF SE20.01.2016
  12. 12. 1220.01.2016 Social Media @ BASF; P. Schmidt-Kühnle, BASF SE
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