connect.BASF is an internal Enterprise 2.0 platform. It helps BASF employees worldwide to network, share knowledge and collaborate. This presentation was first shown at the DMMK Congress Nov. 2011 and is updated regularly.

1. connect.BASF
Creating Chemistry with an Online Business Network
Dr. Chee Chin Liew, Marlene Wolf
Community Management connect.BASF
May 2, 2013

2. 22
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

3. 3
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

4. 4
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

5. 55
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

6. 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

7. 7
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
Networking
Knowledge sharing
Collaboration
 One Network
move stand-alone solutions
to 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

8. 8
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

9. 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

10. 10
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

11. 0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
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 A
Number of Users
2010 2011
Viral Growth and Active Communities
2012
 More than 35,000 users
 Viral growth: 35% join connect.BASF
from 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
11

12. 12
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

13. 13
Communities in connect.BASF
From employees
for the organization
Experts &
Professions
(Expertise)
From employees
for employees
Personal
Networks
(Interest)
From the organization
for employees
Initiatives &
organizational
units
(Engagement)
From the organization
for the organization
Projects &
Teams
(Practice)
 Focus:
Knowledge
sharing
 Goals:
Problem
solving, recognition
as expert
 Focus:
Networking
 Goals:
Strengthen
weak ties,
build trust
 Focus:
Collaboration
 Goals:
Business
objectives, proces
s integration
 Focus:
Internal
Communication
 Goals:
Feedback, transpa
rency
Dr. Chee Chin Liew & Marlene Wolf, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – May 2, 2013

14. 14
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

15. 15
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

16. 16
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

17. 17
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

18. Dr. Chee Chin Liew
Global Community Manager
BASF SE
ZOA/CO, C100
D-67056 Ludwigshafen, Germany
Phone: +49 621 60-21360
Fax: +49 621 60-40602
E-mail: chee-chin.liew@basf.com
www.basf.com
www.slideshare.net/basf
Contact
Marlene Wolf
Global Community Manager
BASF SE
ZOA/CO, C100
D-67056 Ludwigshafen, Germany
Phone: +49 621 60-42718
Fax: +49 621 60-40602
E-mail: marlene.wolf@basf.com

19. 19
Dr. Chee Chin Liew & Marlene Wolf, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – May
2, 2013