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connect.BASF
Creating Chemistry with an Online Business Network
Dr. Chee Chin Liew, Marlene Wolf
Community Management connect.BASF
May 2, 2013
22
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
3
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
4
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
55
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
7
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
8
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
10
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
11
12
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
13
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
14
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
15
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
16
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
17
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
19
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 Chemistry with an Online Business Network

  • 1. connect.BASF Creating Chemistry with an Online Business Network Dr. Chee Chin Liew, Marlene Wolf Community Management connect.BASF May 2, 2013
  • 2. 22 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
  • 3. 3 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
  • 4. 4 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
  • 5. 55 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
  • 6. 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
  • 7. 7 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
  • 8. 8 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
  • 9. 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
  • 10. 10 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
  • 11. 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 11
  • 12. 12 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
  • 13. 13 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
  • 14. 14 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
  • 15. 15 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
  • 16. 16 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
  • 17. 17 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
  • 18. 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
  • 19. 19 Dr. Chee Chin Liew & Marlene Wolf, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – May 2, 2013