1. Social Media @ BASF
Patrick Schmidt-Kühnle
Manager Corporate Social Media, BASF SE
117.03.2017

2. BASF – We create chemistry
2
 Our chemistry is used in almost all industries
 We combine economic success, social
responsibility and environmental protection
 Sales 2016: €57,550 million
 EBIT 2016: €6,275 million
 Employees (as of December 31, 2016): 113,830
 6 Verbund sites and 352 other
production sites
Social Media @ BASF17.03.2017

3. Our purpose, strategic principles
and values
We create chemistry for
a sustainable future
3
WhatWhy
We add value
as one company
We innovate to
make our customers
more successful
We drive
sustainable solutions
We form
the best team
 Creative
 Open
 Responsible
 Entrepreneurial
How
Social Media @ BASF17.03.2017

4. 4
Overarching Goals of BASF
Within External Social Media
We innovate to make our customers
more successful
 Prospect generation
 Customer support and engagement
 Market research
 Gain interest in solutions of BASF
We form the best team
 Grow attractiveness to digital
generations
 Expand networks, know-how
transfer, problem solving
 Find new employees
We add value as one company
 Strengthen brand and reputation
 Foster integrated communications
approach and cross-unit cooperation
 Demonstrate strength of Verbund and
show holistic picture of BASF
We drive sustainable solutions
 Build trust through openness
 Engage in dialogue, influence and
impact on public opinion
 Drive solutions to the public
17.03.2017 Social Media @ BASF

5. Social Media Governance
5
Corporate Communications
Strategy
Guidelines
Corporate Channels
Global Governance
Experts Community
Consulting
Best Practice Exchange
Preparing Guidelines etc.
Communications in Businesses, Regions
Specific Strategies
Individual Channels
Input for content
Social Media @ BASF17.03.2017

6. Integrated Online Publishing Concept
Information:
BASF.com
Multimedia:
YouTube, Slideshare,
Instagram, Flickr
717.03.2017
Regionals:
News: Twitter
Dialogue:
Facebook
Business: LinkedIn
Social Media @ BASF

7. 7
Target Group Specific Pages:
Corporate Design on Facebook and Twitter
Twitter: 52 Accounts, > 261,000 followers*
* As of February 2017
Facebook: 85 (Sub-) pages, > 1,855,000 likes*
Corporate
Careers
Industries
Brands
Corporate
Careers
Industries,
Investor Relations
Brands
Regions
17.03.2017 Social Media @ BASF

8.  Crop Protection: Own Facebook, Twitter and
YouTube accounts
 Construction Chemicals: LinkedIn showcase
page, LinkedIn group, Facebook page
(MasterBuilders Solutions), Twitter, playlists on
BASF YouTube channel
 Performance Materials: Using BASF‘s Twitter,
Linked, Facebook and Slideshare channel,
especially during fairs and conferences
 Automotive: dedicated LinkedIn showcase
page, playlists on YouTube, using all main
BASF channels
8Social Media @ BASF17.03.2017
BASF social media communication
Example of engaged Business Units

9. The Global BASF Social Media Team
9
Global network of >100 professional users of social media
Social Media @ BASF17.03.2017

10. Science Symposium Ludwigshafen
shows how it all comes together
17.03.2017 Social Media @ BASF 10
SlideShare:
Chu’s presentation
Flickr:
Foto album
YouTube:
Daily summaries
Creator Space:
Blog entries for each day
(Multimedia) content hubs
Facebook:
Event page
Creator Space:
Event page
Basis (Live) Publishing
Facebook, twitter,
LinkedIn, Google+:
Posts, Tweets, Status
updates

11. Summary and 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.
11Social Media @ BASF17.03.2017

12. 1217.03.2017 Social Media @ BASF