connect.BASF: The Online Business Network - Cordelia Krooss & Dr. CheeChin Liew

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

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

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


If We Build It, Will They Come?
After the Launch of connect.BASF


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)

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

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)


Making it Grow –
Success Factors


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


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


Creating Value –
Business Benefits of connect.BASF


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.

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.

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

Integrated Concept –
Social Media at BASF


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

connect.BASF: The Online Business Network - Cordelia Krooss & Dr. CheeChin Liew

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connect.BASF: The Online Business Network - Cordelia Krooss & Dr. CheeChin Liew