Social Media @ BASF

Social Media@BASFPatrick Schmidt-KühnleManager Corporate Online, BASF SE

BASF – The Chemical CompanyWe create chemistry for a sustainable future Our chemicals are used in almost all industries We combine economic success, social responsibility and environmental protection. Sales 2011: €73,497 million EBIT 2011: €8,586 million Employees Platzhalter für Bild (as of December 31, 2011): 111,141 In 2011, BASF filed for around 1,050 new patents worldwide 6 Verbund sites and around 370 production sites 2

New horizonsWhy BASF engages P. Schmidt-Kühnle, BASF SE; Social Media@BASF; December 8, 2011 3

Why engage?The Socialization of Brands 75% of social network users have visited a brands profile 30% of social network users become a fan of a brand Highest motivation is to learn (78%) and to get access to advance news of the product/brand (76%) 72% of those who joined a brand community said that they think more positive about the brand than beforeWave 5 – the Socialization of Brands, UM 2010http://www.slideshare.net/tlinz8612/wave-5-the-socialisation-of-brands-report-546500602.04.2012 P. Schmidt-Kuehnle, BASF SE; Social Media @ BASF; April 2, 2012 4

Our strategic principles We add value as one company We innovate to make our customers more successful Platzhalter für Bild We drive sustainable solutions We form the best team 5

BASF Strategy– Opportunities Through Social Media We add value as one company We innovate to make our customers more successful  Strengthen brand and reputation as  Open innovation through one company collaboration  Create value through cooperation  New ways of customer support  Network for the Verbund  Market research We drive sustainable solutions We form the best team  Build trust through openness  Cater to digital generations  Engage in dialogue, influence and  Expand networks, know-how impact transfer, problem solving  Drive solutions to the public  Support leadership culture02.04.2012 P. Schmidt-Kuehnle, BASF SE; Social Media @ BASF; April 2, 2012 6

Building a networkWhere BASF engages02.04.2012 P. Schmidt-Kuehnle, BASF SE; Social Media @ BASF; April 2, 2012 7

Internal BasisInvolvement of all stakeholders Support by the Training of management management & communicators Guidelines & Communication at recommendations all levels02.04.2012 P. Schmidt-Kuehnle, BASF SE; Social Media @ BASF; April 2, 2012 8

Overview: BASF Online Communications Internal External News channels “BASF today” Social Media Channels Online Business Network Corporate Blogs & Widgets connect.BASF Intranet Internet Consulting Training Governance Guidelines Monitoring02.04.2012 P. Schmidt-Kuehnle, BASF SE; Social Media @ BASF; April 2, 2012 9

connect.BASFWhat are the benefits & how does it work?Employees can ... connect.BASF Offers ...  Profiles, Status UpdatesNetwork  Contacts  Search, TagsShare Knowledge  Blogs, Forums, Bookmarks  CommunitiesCollaborate  Wikis, Files  More about connect.BASFon slideshare at: http://www.slideshare.net/basf/connect-basf-onlinebusinessnetwork10 P. Schmidt-Kühnle, BASF SE; Social Media@BASF; April3, 2012

Publishing Conceptand Cross-Linking with BASF.com In Depth Information: BASF.com Content: YouTube, Dialog: Facebook, Slideshare, Flickr Google+ Website Integration Business: LinkedIn Newsflow: Twitter02.04.2012 P. Schmidt-Kuehnle, BASF SE; Social Media @ BASF; April 2, 2012 11

Information & DialogueFacebook  23,774 likes (as of April 2, 2012), 77.000 monthly reached users, major group: 18-35 year olds  Each post receives Ø 5 comments 50 likes and reaches 6,500 users  Content: - Explaining science - Products & solutions - Corporate news - People behind BASF www.facebook.com/basf02.04.2012 P. Schmidt-Kuehnle, BASF SE; Social Media @ BASF; April 2, 2012 12

Target-Group-Specific Pages:Corporate Design on Facebook and Twitter Facebook: 27 pages Twitter: 19 Accounts with 103,200 likes* with 32,400 followers* *: As of April 2, 201202.04.2012 P. Schmidt-Kuehnle, BASF SE; Social Media @ BASF; April 2, 2012 13 13

Offering dialogueusing blogs on BASF website www.amflora.de www.pest-talk.basf.us02.04.2012 P. Schmidt-Kuehnle, BASF SE; Social Media @ BASF; April 2, 2012 14

Traffic on Facebook02.04.2012 P. Schmidt-Kuehnle, BASF SE; Social Media @ BASF; April 2, 2012 15

Facebook:Business related conversation  Request for product  Sending product info  Asking for offer / price  Sending contact via direct message  Thanks and “like”02.04.2012 P. Schmidt-Kuehnle, BASF SE; Social Media @ BASF; April 2, 2012 16

Contact BASF - The Chemical Company Patrick Schmidt-Kühnle Manager Corporate Online Communications and Government Relations BASF Group Phone: +49 621 60-21869 E-Mail: patrick.schmidt-kuehnle@basf.com Web: www.basf.com www.facebook.com/basf Address: BASF SE ZOA/CO - C100 67063 Ludwigshafen Germany P. Schmidt-Kühnle, BASF SE; Social Media@BASF; April 2, 2012 17

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Social Media @ BASF

by BASF on Feb 15, 2011

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Social Media @ BASF — Presentation Transcript