Online business Network connect.basf

CCS102
The Emergence of Business
Networks and Communities –
connect.BASF
Dr. CheeChin Liew
| Enterprise Community Manager | BASF SE

© 2012 IBM Corporation

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.

BASF – The Chemical Company
Facts and Figures
 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:

Chemicals Plastics Performance Functional Agricultural Oil & Gas
Products Solutions Solutions
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. 3

Goal of connect.BASF:
Towards a Fully Connected Organization

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


From Initial Idea to Launch:
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

Objective:
Create Value Through Connectedness

Initial Situation Objectives of connect.BASF

 Strategic Principles  Active Use
We form the best team Networking
Knowledge sharing
Collaboration
 Stand-Alone Solutions
Forums, blogs, wikis, etc.  One Network
created limited value 2/3 of stand-alone solutions
integrated by end of 2012
Mission
 Develop Best Practices
 Online Business Network
Increase in efficiency
for employees worldwide
Added value
7
Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida.

Workspace:
How We Integrate It Into Daily Work?
Employees can ... connect.BASF offers ...
(based on IBM Connections software)

 Profiles, Status Updates
Network
 Communities, Network

 Search, Tags
Share Knowledge
 Blogs, Forums, Bookmarks

 Files, [Activities]
Collaborate
 Wikis


Organization:
Who is Driving connect.BASF?

Sponsor/Mentor (Board Members)

connect.BASF On-Going Team
Global Community Global Community
& Issue Manager & Content Manager Advocates:
Multipliers who support and promote
connect.BASF in their organization
Regional Community
Manager (NA)
IS Governance
Regional Community
Manager (SA) Community Builders:
IS Application
Owner Users who facilitate their communities
Regional Community
Manager (AP)

IT Service and Support


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)

Ongoing:
Fostering Adoption
Activity Target Group Objective
Road Show Interested executives
Presentation & demo and employees, specific Increase awareness
at important BASF sites
communities and teams

connect.BASF Day
Talks by guest speaker, Advocates,
Promote exchange
community hour, etc community owners

Consulting
Coaching & to find solution Business units, Transfer business needs
project teams to actions

Best Practice
Online nomination & voting Content contributors, Gather and transfer
community owners Best Practices


Results:
Number of Registered Users [Dec.19, 2011]
30000

25000

20000
 More than 28,500 users
registered in 18 months
15000
 Viral growth: 36% join connect.BASF
from recommendation (Nov.2010 survey)
10000
 One Network: 40% Integrated;
5000
30% Plan Integration

0
M J J A S O N D J F M A M J J A S O N D
2010 2011

Results:
Number of Communities [Dec.19, 2011]
2500
All Communities

2000

 More than 2300
1500
communities

 50% of users are Restricted
1000 Members
Open
500 Moderated

0
M J J A S O N D J F M A M J J A S O N D
2010 2011

Communities in connect.BASF
An Emergent Structure and Landscape

 Focus:  Focus:
Knowledge sharing Collaboration
By users By organization
 Goals: for organization for organization  Goals:
Problem solving, Experts & Projects & Business objectives,
gain recognition process integration
Professions Working Teams
(Expertise) (Practice)
Restricted
Moderated
Open (1,200)
(400)
 Focus:  Focus:
(700)
Networking By users By organization Internal
 Goals: for users for users communication
Strengthen ties, Personal Initiatives &  Goals:
build trust Feedback,
Networks Services
transparency
(Interest) (Engagement)


connect.BASF Best Practice Awards:
Nominated & Voted by Users

Category 2011 Q1-2 2011 Q3-4
Featured Community
Either restricted, moderated 1. Sales (Business units) 1. Training (Service center)
or open communities 2. Expert network (R&D) 2. Development (HR)

Featured Content
Blog, Wiki, File collection, etc 1. Business language 1. Roll-out preparation (IT)
2. Communication blog 2. User training (Reporting)

Featured Usage 1. Promotion (HR team) 1. KM* challenge (Service)
Process or workflows using 2. Team room with “Idea 2. Newsletter integration
(or combine) connect.BASF zone” (Business team) (Business division)
KM*: Knowledge management


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

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

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?”
facebook  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


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
 Invited to external talks at several conferences
 Press coverage as case study or reference in several external magazines
 Three external awards:
German Online Communications Award
for "Internal Communications" category
European Digital Communication Award
for "Internal Communications"
International German PR Award
for "Community Communications"


Integration:
A Part of BASF Online Communications
Internal External
News channels “BASF today” Social Media Channels

connect.BASF - Online Business Network Corporate Blogs & Widgets

Intranet Internet

Consulting Training Governance Guidelines Monitoring


Highlight:
Best Practices in our Adoption

 Visible commitment from top management

 People-oriented and voluntary character (opt-in)

 Leadership by advocates and community builders

 Sharing and transfer best practice and success stories

 Integration of communication and workflows


Online business Network connect.basf

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