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Social Media @ BASF

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BASF Social Media activities, status, strategy, outlook. Last updated Jun 20, 2013

BASF Social Media activities, status, strategy, outlook. Last updated Jun 20, 2013

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  • 1. Social Media @ BASFPatrick Schmidt-KühnleManager Corporate Social Media, BASF SE1
  • 2. BASF – The Chemical CompanyWe create chemistryfor a sustainable future Our chemicals are used in almost all industries We combine economic success, social responsibilityand environmental protection Sales 2012: €72,129 million EBIT 2012: €6,742 million Employees (as of December 31, 2012):110,782 In 2012, BASF filed for around 1,170 new patentsworldwide 6 Verbund sites and around 380 production sites220.06.2013 Social Media @ BASF; P. Schmidt-Kühnle, BASF SE
  • 3. 3ConnectedWhy BASF Engages20.06.2013 Social Media @ BASF; P. Schmidt-Kühnle, BASF SE
  • 4. Our strategic principlesWe add value asone companyWe innovate to make ourcustomers more successfulWe drive sustainablesolutionsWe form thebest team420.06.2013 Social Media @ BASF; P. Schmidt-Kühnle, BASF SE
  • 5. 5BASF Strategy– Opportunities Through Social MediaWe innovate to make our customersmore successful Open innovation throughcollaboration New ways of customer support Market researchWe form the best team Cater to digital generations Expand networks, know-howtransfer, problem solving Support leadership cultureWe add value as one company Strengthen brand and reputation asone company Create value through cooperation Network for the VerbundWe drive sustainable solutions Build trust through openness Engage in dialogue, influence andimpact Drive solutions to the public20.06.2013 Social Media @ BASF; P. Schmidt-Kühnle, BASF SE
  • 6. 6Training ofmanagement& communicatorsCommunication atall levelsSupport by themanagementGuidelines &recommendationsInternal BasisInvolvement of all stakeholders20.06.2013 Social Media @ BASF; P. Schmidt-Kühnle, BASF SE
  • 7. 720.06.2013Connected 2.0Where BASF EngagesSocial Media @ BASF; P. Schmidt-Kühnle, BASF SE
  • 8. Internal ExternalConsulting Training MonitoringGuidelinesGovernanceCorporateBlogs &DashboardSocialMediaChannelsInternetOverview:BASF Online CommunicationsOnlineBusiness Networkconnect.BASFIntranetNews channels“BASF Today”20.06.2013 8Social Media @ BASF; P. Schmidt-Kühnle, BASF SE
  • 9. Social Media Governance9Corporate CommunicationsStrategyGuidelinesCorporate ChannelsGlobal GovernanceExperts CommunityConsultingBest Practice ExchangePreparing Guidelines etc.Communications in Businesses, RegionsSpecific StrategiesIndividual ChannelsInput for content20.06.2013 Social Media @ BASF; P. Schmidt-Kühnle, BASF SE
  • 10. 1010Goal of connect.BASFTowards a Fully Connected Organizationtowards a connected organizationFrom hierarchies and teams20.06.2013 Social Media @ BASF; P. Schmidt-Kühnle, BASF SE
  • 11. 11How the PlatformFosters ConnectednessEmployees can ... connect.BASF offers ...Network Profiles, Status Updates Contacts, Communities Search, Tags Blogs, Forums, Bookmarks Wikis, Files Activities, Ideation Blogs, PollsCollaborateShare Knowledge20.06.2013 Social Media @ BASF; P. Schmidt-Kühnle, BASF SE
  • 12. Integrated Online Publishing ConceptInformation:BASF.com and m.BASF.com20.06.2013 12Social Media MonitoringDialog:Facebook, Google+Content:YouTube, Slideshare, FlickrBusiness: LinkedIn Newsflow: TwitterWebsite IntegrationSocial Media @ BASF; P. Schmidt-Kühnle, BASF SE
  • 13. 13Information & DialogueFacebook 120,000 likes (as of June 6, 2013),1,200,000 monthly reached users,major group: 18-35 year olds Global page with regional subpages ~30,000 users engage with thepage/month Post level engagement rate Ø 4.5% Content:- Explaining science- Products & solutions- Corporate news- People behind BASF www.facebook.com/basf20.06.2013 Social Media @ BASF; P. Schmidt-Kühnle, BASF SE
  • 14. 14We add value as one company.Facebook Global Pageshttp://www.facebook.com/basf20.06.2013 Social Media @ BASF; P. Schmidt-Kühnle, BASF SE
  • 15. Branded YouTube Channel1520.06.2013 Improved Branding Better user orientation Highlight innovations and increase industry approachhttp://www.youtube.com/basfSocial Media @ BASF; P. Schmidt-Kühnle, BASF SE
  • 16. 16Offering dialogueusing blogs on BASF websitewww.farmperspectives.com www.pest-talk.basf.us20.06.2013 Social Media @ BASF; P. Schmidt-Kühnle, BASF SE
  • 17. Social Media Integrationon our Website17 All in one place, no duplicate content Main channels with integratedNewsfeed, other channels as links Discussion and interaction wherethe users are Were appropriate, specific Blog-solutions within our website20.06.2013 Social Media @ BASF; P. Schmidt-Kühnle, BASF SE
  • 18. External Analysis ofBASF Facebook Page High engagement rate: 77% of all posts on BASF Corporate Facebookpage are made by other users Facebook users clearly show positive attitude towards BASF Questions from other users are nearly always answered by BASF, theusers’ feedback is positive – high user satisfaction Average response time needed by BASF: 3.5 hours1820.06.2013 Social Media @ BASF; P. Schmidt-Kühnle, BASF SE
  • 19. 19Facebook:Business related conversation Request for product Sending product info Asking for offer / price Sending contact via directmessage Thanks and “like”20.06.2013 Social Media @ BASF; P. Schmidt-Kühnle, BASF SE
  • 20. Outlook Social Media is an integrated part ofcommunications and marketing. There is no ‚One fits all‘ solution. The set ofSocial Media depends on the specificbusiness. Social Media helps to create chemistrybetween a company and its stakeholders.2020.06.2013 Social Media @ BASF; P. Schmidt-Kühnle, BASF SE
  • 21. 2120.06.2013 Social Media @ BASF; P. Schmidt-Kühnle, BASF SE