connect.BASF
Creating Chemistry with an Online Business Network
Dr. Chee Chin Liew, Marlene Wolf
Community Management connect.BASF
May 2, 2013

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BASF – The Chemical Company
 Our chemicals are used
in almost all industries
We combine economical success
with social responsibility and
environmental protection
 Sales 2012: €72,129 million
 EBIT 2012: €6,742 million
 Employees: 110,782
(December 31, 2012)
 About 1,070 new patents filed in 2012
 6 Verbund sites and about
380 production sites
Dr. Chee Chin Liew & Marlene Wolf, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – May 2, 2013

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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.
Dr. Chee Chin Liew & Marlene Wolf, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – May 2, 2013 3

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Overview:
BASF Online Communications
Internal
Online Business Network
connect.BASF
External
Monitoring
Corporate Blogs & Widgets
Social Media Channels
Intranet Internet
GuidelinesGovernanceTrainingConsulting
News channels “BASF today”
Dr. Chee Chin Liew & Marlene Wolf, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – May 2, 2013

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Goal of connect.BASF:
A Fully Connected Organization and Workspace
towards a fully connected
organization & Workspace
From hierarchies and teams
Dr. Chee Chin Liew & Marlene Wolf, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – May 2, 2013

6Dr. Chee Chin Liew & Marlene Wolf, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – May 2, 2013
Building the Network –
Enabling Connectedness

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Initial Situation
 Strategic Guidelines
We form the best team
 Stand-Alone Solutions
Forums, blogs, wikis, etc.
created limited value
Main Goal:
Create Value Through Connectedness
Objectives
 Active Use
Networking
Knowledge sharing
Collaboration
 One Network
move stand-alone solutions
to one integrated platform
 Develop Best Practices
Increase in efficiency
Added value
Mission
 Online Business Network
for employees worldwide
Dr. Chee Chin Liew & Marlene Wolf, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – May 2, 2013

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Fosters Connectedness in the Workplace
Employees can ... connect.BASF offers ...
Network
 Profiles, Status Updates
 Contacts, Communities
 Search, Tags
 Blogs, Forums, Bookmarks
 Wikis, Files
 Activities, Ideation Blogs, Polls
Collaborate
Share Knowledge
Dr. Chee Chin Liew & Marlene Wolf, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – May 2, 2013

Resources for Community Management:
Global connect.BASF Team
Board of Executive Directors
IS
Governance
connect.BASF Management Team
Community
Manager NA
Advocates & Community Builders in connect.BASF
IS Service
& Support
IS Application
Owner
Owner IT Platform:
Information Services
Owner Community Management:
Communications
Global Community
& Issue Manager
Global Community
& Content Manager
Community
Manager SA
Community
Manager AP
9Dr. Chee Chin Liew & Marlene Wolf, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – May 2, 2013

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If We Build It, Will They Come?
After the Launch of connect.BASF
Dr. Chee Chin Liew & Marlene Wolf, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – May 2, 2013

0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
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 J J A S O N D J F M A
Number of Users
2010 2011
Viral Growth and Active Communities
2012
 More than 35,000 users
 Viral growth: 35% join connect.BASF
from recommendation
 Over 3,700 Communities:
65% of the users are members
Dr. Chee Chin Liew & Marlene Wolf, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – May 2, 2013
2013
35,285
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Steady Growth:
Number of Communities
All Communities
Open
Moderated
Restricted
Number of Communities
Dr. Chee Chin Liew & Marlene Wolf, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – May 2, 2013
2010 2011 2012 2013
3,740

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Communities in connect.BASF
From employees
for the organization
Experts &
Professions
(Expertise)
From employees
for employees
Personal
Networks
(Interest)
From the organization
for employees
Initiatives &
organizational
units
(Engagement)
From the organization
for the organization
Projects &
Teams
(Practice)
 Focus:
Knowledge
sharing
 Goals:
Problem
solving, recognition
as expert
 Focus:
Networking
 Goals:
Strengthen
weak ties,
build trust
 Focus:
Collaboration
 Goals:
Business
objectives, proces
s integration
 Focus:
Internal
Communication
 Goals:
Feedback, transpa
rency
Dr. Chee Chin Liew & Marlene Wolf, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – May 2, 2013

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Creating Value –
Business Benefits of connect.BASF
Dr. Chee Chin Liew & Marlene Wolf, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – May 2, 2013

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Benefits of connect.BASF
 Boosts efficiency through open
communication across the organization
 Helps employees to find experts faster
 Increases the value of knowledge
through sharing
 Facilitates online collaboration
of teams and communities
 Reduces e-mails by transferring
conversation to a common platform
 Provides a familiar working environment
for Generation Web
Dr. Chee Chin Liew & Marlene Wolf, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – May 2, 2013

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Best Practice Example 1:
Engaging Employees in Creating Brochure
A new brochure about energy efficiency was planned
for and by employees.
Communications expert created the community
“Energy Efficiency – Take part!”
Employees were asked for ideas regarding the
brochure concept, topics and layout. All participants
took part in a monthly raffle for a personal consultation
on how to save energy in their home.
Based on the employee input three concepts and
layouts were created and put to a vote. Hundreds of
users chose the final concept and layout. The
community was visited more than 1,800 times.
The new brochure raised awareness for energy
efficiency and let BASF employees participate in the
creative process.
Dr. Chee Chin Liew & Marlene Wolf, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – April 19, 2013

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Best Practice Example 2:
User Acceptance Test of New Platform
 700 test items + on-the-fly changes
 1 month preparation: 25 advocates
 Coordinate in Blog & Sametime
 Share test items in a file
 Determine R&R in a wiki
 1 week User Acceptance Test
 Notify & confirm bugs in Forums
 Rank & report bugs to IT team
 Done in short timeframe; helped
identify and fix bugs
Coordination of 3.0 upgrade with advocates from all regions
Dr. Chee Chin Liew & Marlene Wolf, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – May 2, 2013

Dr. Chee Chin Liew
Global Community Manager
BASF SE
ZOA/CO, C100
D-67056 Ludwigshafen, Germany
Phone: +49 621 60-21360
Fax: +49 621 60-40602
E-mail: chee-chin.liew@basf.com
www.basf.com
www.slideshare.net/basf
Contact
Marlene Wolf
Global Community Manager
BASF SE
ZOA/CO, C100
D-67056 Ludwigshafen, Germany
Phone: +49 621 60-42718
Fax: +49 621 60-40602
E-mail: marlene.wolf@basf.com

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Dr. Chee Chin Liew & Marlene Wolf, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – May
2, 2013