connect.BASF - the Online Business Network

connect.BASF –Creating Chemistry with an Online Business NetworkCordelia Krooss & Dr. CheeChin LiewCommunity Management connect.BASFMay 23, 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 – May 23, 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 – May 23, 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 – May 23, 2012 4

Jumping in at the Deep End –How It All Began Cordelia Krooss & Dr. CheeChin Liew, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – May 23, 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 – May 23, 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 – May 23, 2012 7

How the PlatformFosters ConnectednessEmployees can ... connect.BASF Offers ...  Profiles, Status UpdatesNetwork  Contacts  Search, TagsShare Knowledge  Blogs, Forums, Bookmarks  CommunitiesCollaborate  Wikis, Files Cordelia Krooss & Dr. CheeChin Liew, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – May 23, 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 – May 23, 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 – May 23, 2012 10

Mission Accomplished:Viral Growth, Active CommunitiesNumber of Users as of May 21, 201230,00030.00025.00025,000 Launch Communication20.00020,000  More than 31,000 Users  Active communities:15.00015,000 56% of users are members10.00010,000  Viral growth: 35% know connect.BASF from recommendation 5.000 5,000  High level of acceptance: 84% understand objectives 0 0 M J J A S O N D J F M A M J J A S O N D J F M A M 2010 2011 2012 Cordelia Krooss & Dr. CheeChin Liew, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – May 23, 2012 11

Success in All Regions, StrongestGrowth in Asia and North AmericaRegistered users [%], August 16, 2010 and May 21, 201250 August 2010 May 201240302010 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 – May 23, 2012 12

Number of Communities –56% of the Users are MembersNumber of Communities as of May 21, 2012 All Communities2,5002.500 2,600 in 24 months!2,0002.0001.5001,500 Restricted1.0001,000 Open Moderated 500 0 0 M J J A S O N D J F M A M J J A S O N D J F M A M 2010 2011 2012 Cordelia Krooss & Dr. CheeChin Liew, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – May 23, 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 – May 23, 2012 14

Making it Grow –Success Factors Cordelia Krooss & Dr. CheeChin Liew, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – May 23, 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 – May 23, 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 – May 23, 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 – May 23, 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 – May 23, 2012 19

Benefits of connect.BASF  Helps employees to find experts faster  Boosts efficiency through open communication across the organization  Facilitates on-line collaboration of teams and communities  Increases the value of knowledge through sharing  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 – May 23, 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 – May 23, 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 – May 23, 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 – May 23, 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 – May 23, 2012 24

Integrated Concept –Online Communications at BASF Cordelia Krooss & Dr. CheeChin Liew, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – May 23, 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 – May 23, 2012 26

ContactCordelia KroossSenior Enterprise Community ManagerBASF SEZOA/CO, C100D-67056 Ludwigshafen, GermanyPhone: +49 621 60-99655Fax: +49 621 60-40602E-mail: cordelia.krooss@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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connect.BASF - the Online Business Network

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