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© 2012 IBM Corporation
CCS102 The Emergence of Business Networks and Communities – connect.BASF Dr. CheeChin Liew | Enterprise Community Manager | BASF SE
Agenda
Introduction
connect.BASF – The Why and What
Results of First 18 Months
Success Stories & Outlook
Q & A
Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida.
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BASF – The Chemical Company Facts and Figures
Chemicals Plastics Performance Products
Functional Solutions
Agricultural Solutions
Oil & Gas
Sales 2010: €63,873 million
EBIT 2010 : €7,761 million
Employees (Dec. 31, 2010): 109,140
6 Verbund sites and about 390 production sites
Business Segments:
Verbund is one of BASF’s assets in efficient use of resources. It is all about intelligent interlinking of production plants, energy flows, logistics and infrastructure.
Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida.
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Goal of connect.BASF: Towards a Fully Connected Organization
to a network of formal & informal communities From hierarchies and teams
Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida.
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From Initial Idea to Launch: Innovative Concept, Holistic Implementation
Decision: Global Roll-Out
Launch Communication
Pilot Launch Concept
2008 2009 2010 2007 2011
Team: Inter-
disciplinary
Owners of Stand-Alone Solutions
Idea: Internal Think Tank
Sponsor: Board Member
Expert Communities,
Advocates
Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida.
Agenda
Introduction
connect.BASF – The Why and What
Results of First 18 Months
Success Stories & Outlook
Q & A
Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida.
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Initial Situation Strategic Principles
We form the best team
Stand-Alone Solutions Forums, blogs, wikis, etc. created limited value
Objective: Create Value Through Connectedness
Objectives of connect.BASF
Active Use Networking Knowledge sharing Collaboration
One Network 2/3 of stand-alone solutions integrated by end of 2012
Develop Best Practices Increase in efficiency Added value
Mission
Online Business Network for employees worldwide
Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida.
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Workspace: How We Integrate It Into Daily Work? Employees can ... connect.BASF offers ...
(based on IBM Connections software)
Network Profiles, Status Updates
Communities, Network
Search, Tags
Blogs, Forums, Bookmarks
Files, [Activities]
Wikis Collaborate
Share Knowledge
Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida.
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Organization: Who is Driving connect.BASF?
Global Community & Issue Manager
IS Governance
connect.BASF On-Going Team
Sponsor/Mentor (Board Members)
IS Application Owner
Regional Community Manager (NA)
Regional Community Manager (SA)
Regional Community Manager (AP)
Global Community & Content Manager
IT Service and Support
Advocates: Multipliers who support and promote connect.BASF in their organization
Community Builders: Users who facilitate their communities
Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida.
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Launch: Engaging Employees
Facilitating the First Steps Webinars, Learning Events,
Demos, and Consulting
Pull, Not Push Voluntary Use, Motivated by
Content and Role Models
Took Off Fast Through Exciting Launch Communication: Human (Key Visuals) Practical (Tangible Benefits) Emotional (E-Stories) Global (Regions Before Headquarters)
Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida.
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Ongoing: Fostering Adoption Activity Target Group Objective
Interested executives and employees, specific communities and teams
Increase awareness Presentation & demo at important BASF sites
Advocates, community owners Promote exchange Talks by guest speaker,
community hour, etc
connect.BASF Day
Road Show
Business units, project teams
Transfer business needs to actions Coaching & to find solution
Consulting
Content contributors, community owners
Gather and transfer Best Practices Online nomination & voting
Best Practice
Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida.
Agenda
Introduction
connect.BASF – The Why and What
Results of First 18 Months
Success Stories & Outlook
Q & A
Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida.
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5000
10000
15000
20000
25000
30000
M J J A S O N D J F M A M J J A S O N D
Results: Number of Registered Users [Dec.19, 2011]
One Network: 40% Integrated; 30% Plan Integration
2010 2011 13
Viral growth: 36% join connect.BASF from recommendation (Nov.2010 survey)
More than 28,500 users registered in 18 months
Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida.
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500
1000
1500
2000
2500
M J J A S O N D J F M A M J J A S O N D
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Results: Number of Communities [Dec.19, 2011]
All Communities
Open
Moderated
Restricted
2010 2011
More than 2300 communities
50% of users are Members
Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida.
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Communities in connect.BASF An Emergent Structure and Landscape
By users for organization Experts &
Professions (Expertise)
Focus: Knowledge sharing
Goals: Problem solving, gain recognition
By users for users
Personal Networks (Interest)
Focus: Networking
Goals: Strengthen ties, build trust
By organization for organization Projects &
Working Teams (Practice)
Focus: Collaboration
Goals: Business objectives, process integration
By organization
for users Initiatives &
Services (Engagement)
Focus: Internal communication
Goals: Feedback, transparency
Restricted (1,200) Moderated
(400) Open (700)
Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida.
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connect.BASF Best Practice Awards: Nominated & Voted by Users
Category
Blog, Wiki, File collection, etc
Either restricted, moderated or open communities
Featured Community
Featured Content
2011 Q1-2
1. Sales (Business units) 2. Expert network (R&D)
1. Business language 2. Communication blog
1. Promotion (HR team) 2. Team room with “Idea zone” (Business team)
2011 Q3-4
1. Training (Service center) 2. Development (HR)
1. Roll-out preparation (IT) 2. User training (Reporting)
1. KM* challenge (Service) 2. Newsletter integration (Business division)
Process or workflows using (or combine) connect.BASF
Featured Usage
KM*: Knowledge management
Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida.
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Benefits of connect.BASF
Helps employees to find experts & potential stakeholders
Increases the value of knowledge through sharing
Boosts efficiency through open communication across the organization
Facilitates on-line collaboration of teams and communities
Reduces e-mails by transferring conversation to a common platform
Provides a familiar working environment for Generation Web
Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida.
Agenda
Introduction
connect.BASF – The Why and What
Results of First 18 Months
Success Stories & Outlook
Q & A
Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida.
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Success Story Example 1: Efficient Project Work in a Virtual Team
Project coordination with members from four continents needed, in a short time
Community as collaboration hub
where all information came together
Open exchange accelerated progress and no e-mail
The project was self-documenting, new members could easily orient themselves
The project was successfully completed and now inspires other users as Best Practice
Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida.
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Success Story Example 2: A Practical Use Case for connect.BASF connect.BASF
A comment in BASF facebook: “Holi hay ghar me mat bhetto.“
Social Media Manager asks in connect.BASF: “What does it mean?”
Answer within 13 minutes
Received proposal: good opportunity to promote BASF pigments
Uploads video on pigments 35 likes, 4 positive comments in just a few hours on Facebook
Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida.
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Success Story Example 3: Feeling Connected in an Hour of Need
BASF employees were deeply moved by the devastations caused by the earthquake and tsunami that hit Japan.
Communication of BASF Asia Pacific
created “Origami Cranes for Hope”
Employees from around the world posted messages and well wishes for their colleagues in Japan
Community shows the fastest growth ever seen in connect.BASF
Employee donation campaign for Japan is very successful
Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida.
External Recognitions in 2011 for connect.BASF
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European Digital Communication Award for "Internal Communications"
International German PR Award for "Community Communications"
German Online Communications Award for "Internal Communications" category
Invited to external talks at several conferences
Press coverage as case study or reference in several external magazines
Three external awards:
Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida.
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Integration: A Part of BASF Online Communications
Internal
connect.BASF - Online Business Network
External
Monitoring
Social Media Channels
Corporate Blogs & Widgets
Intranet Internet
Guidelines Governance Training Consulting
News channels “BASF today”
Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida.
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Highlight: Best Practices in our Adoption
People-oriented and voluntary character (opt-in)
Visible commitment from top management
Leadership by advocates and community builders
Integration of communication and workflows
Sharing and transfer best practice and success stories
Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida.
25 INTERNAL