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connect.BASF –
The Online Business Network




Cordelia Krooss
Senior Community Manager connect.BASF
April 14, 2011 (Berlin, Germany)
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
                                                                     integrated by end of 2012
Mission
  Online Business Network                                            Develop best practices
  for employees worldwide                                            Increase in efficiency
                                                                     Added value
              Cordelia Krooss, BASF SE - Presentation for the German Online Communications Award 2011   2
Innovative Concept,
Holistic Implementation: connect.BASF

                       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, BASF SE - Presentation for the German Online Communications Award 2011          3
Idea Becomes Reality

Employees can ...                                            connect.BASF Offers ...

                                                                   Profiles, Status Updates
Network
                                                                   Contacts

                                                                   Search, Tags
Share Knowledge
                                                                   Blogs, Forums, Bookmarks

                                                                   Communities
Collaborate
                                                                   Wikis, Files
              Cordelia Krooss, BASF SE - Presentation for the German Online Communications Award 2011   4
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, BASF SE - Presentation for the German Online Communications Award 2011   5
Mission Accomplished:
Viral Growth, Active Communities
Number of Users
20,000
         Launch                            Communication
         Communication
16,000
                                                                       More than 20,000 users
12,000
                                                        Over 45% Are Members of Communities

                                   High Level of Acceptance: 82% Understand Objectives
 8,000
                      One Network: 40% Integrated; 30% Plan Integration in 2011
 4,000


    0
         M        J      J           A         S          O         N          D          J         F      M   A
                                      2010                                                              2011
              Cordelia Krooss, BASF SE - Presentation for the German Online Communications Award 2011              6
What Does This Mean?
A Case for connect.BASF!
facebook

                                                 connect.BASF



facebook




           Cordelia Krooss, BASF SE - Presentation for the German Online Communications Award 2011   7
Cordelia Krooss, BASF SE - Presentation for the German Online Communications Award 2011   8

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Connect.BASF - BASF's Online Business Network

  • 1. connect.BASF – The Online Business Network Cordelia Krooss Senior Community Manager connect.BASF April 14, 2011 (Berlin, Germany)
  • 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 integrated by end of 2012 Mission Online Business Network Develop best practices for employees worldwide Increase in efficiency Added value Cordelia Krooss, BASF SE - Presentation for the German Online Communications Award 2011 2
  • 3. Innovative Concept, Holistic Implementation: connect.BASF 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, BASF SE - Presentation for the German Online Communications Award 2011 3
  • 4. Idea Becomes Reality Employees can ... connect.BASF Offers ... Profiles, Status Updates Network Contacts Search, Tags Share Knowledge Blogs, Forums, Bookmarks Communities Collaborate Wikis, Files Cordelia Krooss, BASF SE - Presentation for the German Online Communications Award 2011 4
  • 5. 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, BASF SE - Presentation for the German Online Communications Award 2011 5
  • 6. Mission Accomplished: Viral Growth, Active Communities Number of Users 20,000 Launch Communication Communication 16,000 More than 20,000 users 12,000 Over 45% Are Members of Communities High Level of Acceptance: 82% Understand Objectives 8,000 One Network: 40% Integrated; 30% Plan Integration in 2011 4,000 0 M J J A S O N D J F M A 2010 2011 Cordelia Krooss, BASF SE - Presentation for the German Online Communications Award 2011 6
  • 7. What Does This Mean? A Case for connect.BASF! facebook connect.BASF facebook Cordelia Krooss, BASF SE - Presentation for the German Online Communications Award 2011 7
  • 8. Cordelia Krooss, BASF SE - Presentation for the German Online Communications Award 2011 8