connect.BASF –
The Online Business Network
Cordelia Krooss & Dr. CheeChin Liew
Community Management connect.BASF
June 8, 2011 (Milan, Italy)

BASF – The Chemical Company
 Our chemistry is used
in nearly all industry sectors
 We combine economical success
with social responsibility and
the protection of the environment
 Sales 2010: €63,873 million
 EBIT 2010: €7,761 million
 Employees: 109,140
(December 31, 2010)
 About 1,100 new patents filed
 6 Verbund sites and about
390 production sites
Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 2

Objective:
Create Value Through Connectedness
Initial Situation Objectives
 Strategic Guidelines  Active Use
We form the best team Networking
in industry Knowledge sharing
 Stand-Alone Solutions Collaboration
Forums, blogs, wikis, etc.
 One Network
created limited value
2/3 of stand-alone solutions
Mission integrated by end of 2012
 Online Business Network  Develop Best Practices
for employees worldwide Increase in efficiency
Added value
Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 3

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 – Social Business Forum – June 8, 2011 (Milan, Italy) 4

How Does connect.BASF Work?
Employees can ... connect.BASF offers ...
 Profiles, Status Updates
Network
 Contacts
 Search, Tags
Share Knowledge
 Blogs, Forums, Bookmarks
 Communities
Collaborate
 Wikis, Files
Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 5

If We Build It, Will They Come?
After the Launch of connect.BASF
Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 6

Engaging Employees
Pull Not Push
 Voluntary Use, Motivated by
Content and Role Models
Facilitating the First Steps
 Webinars, Learning Events,
Demos, and Consulting
Took Off Fast
Through Exciting Launch Communication:
 Human (Key Visuals)
 Practical (Tangible Benefits)
 Emotional (E-Stories)
 Global (Regions Before Headquarters)
Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 7

Mission Accomplished:
Viral Growth, High Acceptance
Number of Users
24,000
Launch Communication
20,000 Communication
16,000  More than 21,000 users
 More than 1,700 communities,
12,000 48% of the users are members
 Viral growth: 36% know connect.BASF
8,000
from recommendation
4,000  High level of acceptance: 82% understand objectives
 One network: 40% integrated; 30% plan integration in 2011
0
M J J A S O N D J F M A M
2010 2011
Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 8

Community Typology
in connect.BASF
 Focus:  Focus:
Knowledge From employees Collaboration
From the organization
sharing  Goals:
for the organization for the organization
 Goals: Business
Problem solving, Projects & objectives,
Experts &
recognition as Teams process integration
expert Professions
(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 – Social Business Forum – June 8, 2011 (Milan, Italy) 9

Making it Grow –
Success Factors
Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 10

Ressources for Community Management:
On-Going Team (since July 2010)
Sounding Board Sponsor (Board Member)
connect.BASF on-going Team
Global Community Global Community Advocates:
& Issue Manager & Content Manager Multipliers who support and promote
connect.BASF in their organization
Regional Community
Manager (NA)
IS Governance Community Builders:
Regional Community
Manager (SA) Users who facilitate their commuities
IS Application
Regional Community Owner
Manager (AP)
IS Service and Support
Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 11

Success Factors: What Makes Employees
Embrace connect.BASF?
 People-oriented and voluntary character (opt-in)
 Visible commitment from top management
 Leadership by advocates and community builders
 Face-to-face events fostering adoption
 Appeal of relevant conversations and workflows
 Communication of benefits and success stories
Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 12

Creating Value –
Business Benefits of connect.BASF
Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 13

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 – Social Business Forum – June 8, 2011 (Milan, Italy) 14

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 – Social Business Forum – June 8, 2011 (Milan, Italy) 15

Best Practice Example 3:
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 – Social Business Forum – June 8, 2011 (Milan, Italy) 16

Integrated Concept –
Social Media at BASF
Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 17

BASF Social Media Activities
Internally Externally
connect.BASF Facebook pages Corp. Newsroom
Consulting & Twitter channels YouTube, Flickr &
Governance Slideshare channels
Communication Connecting BASF.com Corporate Blogs
and Training and Facebook
Coordination Monitoring
Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 18

Cordelia Krooss & Dr. CheeChin Liew, BASF SE – Social Business Forum – June 8, 2011 (Milan, Italy) 19