connect.BASF Creating Chemistry with an Online Business Network
Dr. Chee Chin Liew, Marlene WolfCommunity Management connect.BASFMay 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 NetworkingKnowledge sharingCollaboration
One Network move stand-alone solutionsto 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
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 A0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000Number of Users
2010 2011
Viral Growth and Active Communities
2012
More than 35,000 users
Viral growth: 35% join connect.BASFfrom 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 employeesfor the organization
Experts &Professions(Expertise)
From employeesfor employees
PersonalNetworks(Interest)
From the organization for employees
Initiatives &organizational
units(Engagement)
From the organization for the organization
Projects &Teams
(Practice)
Focus:Knowledgesharing
Goals: Problem solving, recognition as expert
Focus: Networking
Goals: Strengthen weak ties, build trust
Focus: Collaboration
Goals: Business objectives, process integration
Focus: Internal Communication
Goals: Feedback, transparency
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 LiewGlobal Community Manager
BASF SEZOA/CO, C100 D-67056 Ludwigshafen, GermanyPhone: +49 621 60-21360Fax: +49 621 60-40602E-mail: [email protected]
www.basf.com
www.slideshare.net/basf
Contact
Marlene WolfGlobal Community Manager
BASF SEZOA/CO, C100 D-67056 Ludwigshafen, GermanyPhone: +49 621 60-42718Fax: +49 621 60-40602E-mail: [email protected]
19Dr. Chee Chin Liew & Marlene Wolf, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – May 2,
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