Online business Network connect.basf

© 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.

3

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.


4 4

Goal of connect.BASF: Towards a Fully Connected Organization

to a network of formal & informal communities From hierarchies and teams


5

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


Agenda

Introduction




Q & A


7

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


8

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


9

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


10

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)


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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


Agenda

Introduction




Q & A


0

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


0

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


15 15

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)


16

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


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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


Agenda

Introduction




Q & A


19

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


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Success Story Example 2: A Practical Use Case for connect.BASF connect.BASF

facebook

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


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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


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:


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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”


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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


25 INTERNAL

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