Social Media@BASF

Social Media@BASFPatrick Schmidt-KühnleManager Corporate Social Media, BASF SE 1

BASF – The Chemical Company 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

Why take a deep diveinto Social Media? 3

ConnectedPlants at Verbund Site Ludwigshafen 4

ConnectedUsing Cutting Edge Communications Telephone switchboard, BASF Ludwigshafen, 1885 Pneumatic Tube, BASF Ludwigshafen, 1916 5

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 6

BASF Strategy– Opportunities Through Social MediaWe 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 researchWe 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 culture 7

Internal BasisInvolvement of all stakeholders Support by the Training of management management & communicators Guidelines & Communication at recommendations all levels 8

Building a NetworkWhere BASF Engages 9

Overview:BASF Online Communications Internal ExternalNews channels Social“BASF Today” Media ChannelsOnline CorporateBusiness Network Blogs &connect.BASF DashboardIntranet Internet Consulting Training Governance Guidelines Monitoring 10

Social Media Governance Corporate Communications Experts Community Strategy Consulting Guidelines Best Practice Exchange Corporate Channels Preparing Guidelines etc. Global Governance Communications in Businesses, Regions Specific Strategies Individual Channels Input for content 11

It‘s All AboutCreating Good Relationships From hierarchies and teams towards a connected organization 12

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.BASF on slideshare at: http://www.slideshare.net/basf/connect-basf-onlinebusinessnetwork 13

Integrated Online Publishing Concept Information: BASF.com and m.BASF.com Content: Dialog:YouTube, Slideshare, Flickr Facebook, Google+ Website Business: LinkedIn Integration Newsflow: Twitter Social Media Monitoring 14

Information & DialogueFacebook 55,500 likes (as of October 10, 2012), 1,000,000 monthly reached users, major group: 18-35 year olds 15,000 to 30,000 users engage with the page/month Each post receives Ø 5 comments 100 likes and reaches 10,000 users Content: - Explaining science - Products & solutions - Corporate news - People behind BASF www.facebook.com/basf 15

Target Group Specific Pages:Corporate Design on Facebook and Twitter Facebook: 27 pages Twitter: 19 Accounts with 138,000 likes* with 35,800 followers** As of October 1, 2012, without brand pages 16

Social Media Integrationon our Website All in one place, no duplicate content Main channels with integrated Newsfeed, other channels as links Discussion and interaction where the users are Were appropriate, specific Blog- solutions within our website 17

Offering dialogueusing blogs on BASF website www.amflora.de www.pest-talk.basf.us 18

Some Cool Results 19

External Analysis ofBASF Facebook Page High engagement rate: 71% of all posts on BASF Corporate Facebook page are made by other users Facebook users clearly show positive attitude towards BASF Questions from other users are nearly always answered by BASF, the users’ feedback is positive – high user satisfaction Average response time needed by BASF: 4 hours 20

Traffic on Facebook 21

Facebook:Business related conversation  Request for product  Sending product info  Asking for offer / price  Sending contact via direct message  Thanks and “like” 22

Outlook Social Media is an integrated part of communications and marketing. There is no ‚One fits all‘ solution. The set of Social Media depends on the specific business. Social Media helps to create chemistry between a company and its stakeholders. 23

Contact BASF - The Chemical Company Patrick Schmidt-Kühnle Manager Corporate Social Media 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 24

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Social Media@BASF

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