Best Practice: Online Business Network connect.BASF

connect.BASF Online Business Network of BASF - Best Practice "Regaining Business Agility" Dr. CheeChin Liew, Cordelia Krooss, Horst-Dieter Lange, the On-going Team, Advocates and Community Builders. Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

BASF – The Chemical Company The world’s leading chemical company Chemistry is about every aspect of life. We are connected to deliver intelligent and sustainable solutions. Sales 2009: €50,693 mill. EBIT 2009: €3,677 mill. Employees (Dec. 31, 2009): 104,779 About 1,300 new patents filed (2009) 6 Verbund sites and about 380 production sites Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

Strong Tradition of BASF Technological and organizational development 1865 1900 1925 1950 1975 2000 2004 2008 2009 2010 CIBA ACQUISITION BASF SE THE CHEMICAL COMPANY FROM LUDWIGSHAFEN TO THE WORLD NEW BEGINNING AND PLASTICS AGE NEW HIGH-PRESSURE SYNTHESES THE AGE OF FERTILIZERS THE AGE OF DYES FOUNDING OF BASF Start 1900 …. .. .. 1970s... 1991.. Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

How we achieve value-adding growth – Our four strategic guidelines We earn a premium We help our customers on our cost of capital to be more successful We form the We form the We ensure bestteam in industry best team in industry sustainable development Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

Towards Fully Connected Organization To ever-growing networked From Hierarchies & Teams formal & informal Communities Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

connect.BASF Project & Organization Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

connect.BASF in a nutshell connect.BASF is our global & internal platform for Networking Networking among employees and communities across units and regions Faster & efficient Knowledge Knowledge sharing and Collaboration Collaboration Sharing Creates value for our business & organization Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

connect.BASF What’s the benefits & How it works? Employees can ... connect.BASF provides... Networking present themselves, and be visible Profiles buildup & strengthen network ties Communities, “network“ Knowledge Sharing find experts and information Tags & Search share knowledge & experiences Blogs, Bookmarks, Forums Collaboration work together across units Files collaborate and gain access to Wikis collective knowledge Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

Project organization: (2009 ~ June 2010) Sponsor Steering Committee (Board Member) connect.BASF Project Team Coordinator IT Marketing Imple- Advocates: & Sales mentation Multipliers who support and promote Communi- connect.BASF in their organization Research cations Extended Team: IT Project Change IT Owners of existing stand-alone Management Management Archi- tecture solutions and other Stakeholders Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

Handover to On-going Team (July 2010 ~ ) Measure Target group Objective connect.BASF day The team, Advocates, Promote exchange among users, Talks by guest speaker, Community owners, self-direction of communities, Community hour, etc. etc. receive feedback from users Showcase Specific communities, Arouse interest in usage for Presentation & demo organizational units, community-specific tasks in forums & events. etc. Consulting Business units, Support units in transferring their Coaching & solutions. project teams, etc. business needs to actions. Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

connect.BASF Launch & On-going Phases In flocking, there is no central control; each bird behaves autonomously. - from study of flocking simulation - Image from http://www.pdfnet.dk via Wikipedia.com Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

Number of Registered Users 15000 Registrated Users 12500 with Profile Photo 10000 7500 Viral growth >15,000 in s 5 months! n ic h io un c at m un m La 5000 co 2500 0 3-May 17-May 31-May 14-Jun 28-Jun 12-Jul 26-Jul 9-Aug 23-Aug 6-Sep 20-Sep 4-Oct 18-Oct Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

Number of communities 1000 All communities Open 800 Moderated Restricted > 1000 in 600 s 5 months! ch tion 400 un ica La n u m c om 200 0 3-May 17-May 31-May 14-Jun 28-Jun 12-Jul 26-Jul 9-Aug 23-Aug 6-Sep 20-Sep 4-Oct 18-Oct Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

Communities: An Emergent Structure (Understand the Users & Organizations, and their objectives) Notation: U4O = initiated by Users for Organizations (e.g. R&D, Business units..) Knowledge U4O O4O Fully business exchange oriented Goal: problem Projects & Goal: integrate solving & gain Experts & into workflows recognitions Professions Working Teams & systems (expertise) (practice) Self-organized Social Initiatives Internal communities Networking & Services communication Goal: buildup Goal: visibility & stronger (interest) (dialogue) transparency social ties U4U O4U Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

connect.BASF Success Stories & Highlight If 5% of a “human“ flock would change direction the others would follow suit. - Biologists from the University of Leeds demonstrated - Image: http://upload.wikimedia.org/wikipedia/commons/3/32/Moofushi_Kandu_fish.jpg Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

Success story 1: A triangle of knowledge sharing Profile status of a marketing manager: “Evaluating market information on detergents” 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 provides information on a second study in return. Marketing manager asks the account manager to share his knowledge with this team. Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

Success story 2: Employees feel connected in hour of need A blog complemented the communication on BASF‘s employee donation campaign for Pakistan flood relief. Employees could follow the amount of donation collected, and provided positive feedback. General manager of BASF Pakistan commented: Overwhelming response in Ludwigshafen motivates employees in Pakistan to keep helping those in need. Employees in Pakistan start planning and asking for feedbacks on 2nd phase of aids. Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

Highlight: Best Practices in our adoption People-oriented and voluntary character (opt-in) People-oriented and voluntary character (opt-in) Visible commitment from top management Visible commitment from top management Leadership by advocates and community builders Leadership by advocates and community builders Transfer of communications and workflows Transfer of communications and workflows Sharing of benefits and success stories Sharing of benefits and success stories Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

Contact Dr. CheeChin Liew Enterprise Community Manager BASF SE ZOA/WI, C100 D-67056 Ludwigshafen, Germany Phone: +49 621 60-21360 Fax: +49 621 60-40602 E-mail: cheechin.liew@basf.com www.basf.com www.slideshare.net/basf Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

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