connect.BASF is an internal Enterprise 2.0 platform. It helps BASF employees worldwide to network, share knowledge and collaborate. This presentation was first shown at the DMMK Congress Nov. 2011 and ...
connect.BASF is an internal Enterprise 2.0 platform. It helps BASF employees worldwide to network, share knowledge and collaborate. This presentation was first shown at the DMMK Congress Nov. 2011 and is updated regularly.
connect.BASF - the Online Business NetworkPresentation Transcript
connect.BASF –Creating Chemistry with an Online Business NetworkCordelia Krooss & Dr. CheeChin LiewCommunity Management connect.BASFOctober 8, 2012
BASF – The Chemical Company Our chemicals are used in almost all industries We combine economical success with social responsibility and environmental protection Sales 2011: €73,497 million EBIT 2011: €8,586 million Employees: 111,141 (December 31, 2011) About 1,050 new patents filed in 2011 6 Verbund sites and about 370 production sites Cordelia Krooss & Dr. CheeChin Liew, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – October 8, 2012 2
We Create Chemistry –Our Strategic Principles We add value as one company. We innovate to make our customers more successful. We drive sustainable solutions. We form the best team. Cordelia Krooss & Dr. CheeChin Liew, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – October 8, 2012 3
It‘s All AboutCreating Good Relationships From hierarchies and teams towards a connected organization Cordelia Krooss & Dr. CheeChin Liew, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – October 8, 2012 4
Start Building the Network –How It All Began Cordelia Krooss & Dr. CheeChin Liew, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – October 8, 2012 5
Objective:Create Value Through ConnectednessInitial Situation Objectives Strategic Guidelines Active Use We form the best team Networking Knowledge sharing Stand-Alone Solutions Collaboration Forums, blogs, wikis, etc. One Network created limited value 2/3 of stand-alone solutions integrated by end of 2012Mission Online Business Network Develop Best Practices for employees worldwide Increase in efficiency Added value Cordelia Krooss & Dr. CheeChin Liew, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – October 8, 2012 6
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 – connect.BASF: Creating Chemistry with an Online Business Network – October 8, 2012 7
How the PlatformFosters ConnectednessEmployees can ... connect.BASF offers ... Profiles, Status UpdatesNetwork Contacts, Communities Search, TagsShare Knowledge Blogs, Forums, Bookmarks Wikis, FilesCollaborate Activities, Polls Cordelia Krooss & Dr. CheeChin Liew, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – October 8, 2012 8
If We Build It, Will They Come?After the Launch of connect.BASF Cordelia Krooss & Dr. CheeChin Liew, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – October 8, 2012 9
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 – connect.BASF: Creating Chemistry with an Online Business Network – October 8, 2012 10
Mission Accomplished:Viral Growth, Active CommunitiesNumber of Users35,00030,000 Launch25,000 Communication More than 33,000 users20,000 Active Communities:15,000 60% of the users are members Viral growth: 35% know connect.BASF10,000 from recommendation 5,000 High level of acceptance: 84% understand objectives 0 M J J A S O ND J F MA M J J A S O N D J F M A M J J A S 2010 2011 2012 Cordelia Krooss & Dr. CheeChin Liew, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – October 8, 2012
Success in All Regions, StrongestGrowth in Asia and North AmericaRegistered users [%], August 16, 2010 and October 8, 201260 August 2010 October 20125040302010 0 Global North South Asia Europe Ludwigshafen America America Pacific (w/o LU) (Headquarters) Cordelia Krooss & Dr. CheeChin Liew, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – October 8, 2012 12
Steady Growth:Number of CommunitiesNumber of Communities as of October 8, 20123,000 All Communities2,500 3,100 in 2,5 years!2,000 Restricted1,500 Open1,000 Moderated 500 0 M J J A S O N D J FM A M J J A S O N D J F M A M J J A S 2010 2011 2012 Cordelia Krooss & Dr. CheeChin Liew, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – October 8, 2012 13
Community Typologyin connect.BASF Focus: Focus: Knowledge From employees Collaboration From the organization sharing for the organization Goals: for the organization Goals: Business Problem solving, Experts & Projects & objectives, recognition as Teams process integration Professions expert (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 – connect.BASF: Creating Chemistry with an Online Business Network – October 8, 2012 14
Making it Grow –Success Factors Cordelia Krooss & Dr. Krooss & Dr. CheeChin SE – connect.BASF: Creating Chemistry with Business Network – Network – October 8, 2012 Cordelia CheeChin Liew, BASF Liew, BASF SE – connect.BASF: The Online an Online Business April 16, 2012 15
Best Practices: What Makes EmployeesEmbrace connect.BASF? People-oriented and voluntary character (opt-in) Visible commitment from top management Leadership by advocates and community builders Appeal of relevant conversations and workflows Communication of benefits and success stories Cordelia Krooss & Dr. CheeChin Liew, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – October 8, 2012 16
Face-to-Face Events to Foster AdoptionMeasure Target Group ObjectiveRoad ShowPresentation & demo Interested employees, Increase awareness,at important BASF sites specific communities, attract new users, teams, etc. foster activity of existing usersconnect.BASF DayTalks by guest speaker, The team, advocates, Promote exchange among users,community hour, etc. community owners, etc. self-direction of communities, and receive feedback from usersConsultingCoaching & find solution Business units, Transfer business needs project teams, etc. to actions Cordelia Krooss & Dr. CheeChin Liew, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – October 8, 2012 17
Resources for Community Management:Global connect.BASF Team Board of Executive DirectorsOwner Community Management: Owner IT Platform:Communications Information Services connect.BASF Management Team Global Community Global Community IS IS Application & Issue Manager & Content Manager Governance Owner Community Community Community IS Service Manager NA Manager SA Manager AP & Support Advocates & Community Builders in connect.BASF Cordelia Krooss & Dr. CheeChin Liew, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – October 8, 2012 18
Creating Value –Business Benefits of connect.BASF Cordelia Krooss & Dr. CheeChin Liew, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – October 8, 2012 19
Benefits of connect.BASF Boosts efficiency through open communication across the organization Helps employees to find experts faster Increases the value of knowledge through sharing Facilitates on-line collaboration of teams and communities Reduces e-mails by transferring conversation to a common platform Provides a familiar working environment for Generation Web Cordelia Krooss & Dr. CheeChin Liew, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – October 8, 2012 20
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 – connect.BASF: Creating Chemistry with an Online Business Network – October 8, 2012 21
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 – connect.BASF: Creating Chemistry with an Online Business Network – October 8, 2012 22
Best Practice Example 3:Feeling Connected in an Hour of Need BASF employees were deeply moved by the devastations caused by the earthquake and tsunami that hit Japan. Communication experts of BASF Asia Pacific created the Community “Origami Cranes for Hope” Employees from around the world posted messages and well whishes for their colleagues in Japan Community shows the fastest growth so far experienced in connect.BASF Employee donation campaign for Japan has raised more than €780,000. Cordelia Krooss & Dr. CheeChin Liew, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – October 8, 2012 23
Best Practice Example 4: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 – connect.BASF: Creating Chemistry with an Online Business Network – October 8, 2012 24
Integrated Concept –Online Communications at BASF Cordelia Krooss & Dr. CheeChin Liew, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – October 8, 2012 25
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 Monitoring Cordelia Krooss & Dr. CheeChin Liew, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – October 8, 2012 26
ContactCordelia Krooss Dr. CheeChin LiewSenior Enterprise Community Manager Enterprise Community ManagerBASF SE BASF SEZOA/CO, C100 ZOA/CO, C100D-67056 Ludwigshafen, Germany D-67056 Ludwigshafen, GermanyPhone: +49 621 60-99655 Phone: +49 621 60-21360Fax: +49 621 60-40602 Fax: +49 621 60-40602E-mail: cordelia.krooss@basf.com E-mail: cheechin.liew@basf.comwww.basf.comwww.slideshare.net/basf
Cordelia Krooss & Dr. CheeChin Liew, BASF SE – IBM Social Business JamCamp – October 19, 2011 (Frankfurt, Germany) 28
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