best practice: online business network connect.basf

connect.BASFOnline Business Network of BASF- Best Practice "Regaining Business Agility"

Dr. CheeChin Liew, Cordelia Krooss, Horst-Dieter Lange, the On-going Team, Advocates and Community Builders.Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

BASF – The Chemical CompanyThe world’s leading chemical company

Chemistry is about every aspect of life.

We are connected to deliver intelligent and

sustainable solutions.

Sales 2009: €50,693 mill.

EBIT 2009: €3,677 mill.

Employees (Dec. 31, 2009): 104,779

About 1,300 new patents filed (2009)

6 Verbund sites and about 380 production sites

Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

1975 2000 2004 2008 2009

NEW BEGINNING AND PLASTICS AGE

FROM LUDWIGSHAFEN TO THE WORLD

THE CHEMICAL COMPANY

BASF SECIBA ACQUISITION

2010

Strong Tradition of BASF Technological and organizational development

1865 1900 1925 1950

THE AGE OF DYES

FOUNDING OF BASF

THE AGE OF FERTILIZERS

NEW HIGH-PRESSURE SYNTHESES

Start 1900 …. .. .. 1970s... 1991..

Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

How we achieve value-adding growth –Our four strategic guidelines

We earn a premium on our cost of capital

We help our customers to be more successful

We ensure sustainable development

We form the best team in industry

We form the best team in industry

Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

Towards Fully Connected Organization

To ever-growing networkedformal & informal CommunitiesFrom Hierarchies & Teams

connect.BASFProject & Organization

Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

connect.BASF in a nutshell

connect.BASF is our global &internal platform for

Networking among employees and communities across units and regions

Faster & efficient Knowledge sharing and CollaborationCreates value for our business & organization

Networking

KnowledgeSharing Collaboration

Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

connect.BASF What’s the benefits & How it works?

Employees can ... connect.BASF provides...

present themselves, and be visible Profiles

buildup & strengthen network ties Communities, “network“

work together across units Files

collaborate and gain access to collective knowledge Wikis

Col

labo

ratio

n

find experts and information Tags & Search

share knowledge & experiences Blogs, Bookmarks, Forums

Kno

wle

dge

Shar

ing

Net

wor

king

Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

Project organization: (2009 ~ June 2010)

Steering Committee

Coordinator

Communi-cations

Marketing & Sales

Research

IT ProjectManagement IT

Archi-tecture

IT Imple-

mentation

Change Management

Advocates:

Multipliers who support and promote connect.BASF in their organization

connect.BASF Project Team

Sponsor(Board Member)

Extended Team:

Owners of existing stand-alone

solutions and other Stakeholders

Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

Handover to On-going Team (July 2010 ~ )

ConsultingCoaching & solutions.

ShowcasePresentation & demo in forums & events.

connect.BASF day Talks by guest speaker, Community hour, etc.

Measure

Arouse interest in usage for community-specific tasks

Specific communities, organizational units, etc.

Promote exchange among users, self-direction of communities, receive feedback from users

The team, Advocates, Community owners, etc.

Support units in transferring their business needs to actions.

Business units, project teams, etc.

ObjectiveTarget group

connect.BASFLaunch & On-going Phases

In flocking, there is no central control; each bird behaves autonomously.- from study of flocking simulation - Image from http://www.pdfnet.dk via Wikipedia.com

Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

0

2500

5000

7500

10000

12500

15000

3-May 17-May 31-May 14-Jun 28-Jun 12-Jul 26-Jul 9-Aug 23-Aug 6-Sep 20-Sep 4-Oct 18-Oct

Registrated Users

with Profile Photo

Number of Registered Users

Viral growth>15,000 in 5 months!

Laun

ch

commun

icatio

ns

Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

0

200

400

600

800

1000

3-May 17-May 31-May 14-Jun 28-Jun 12-Jul 26-Jul 9-Aug 23-Aug 6-Sep 20-Sep 4-Oct 18-Oct

All communitiesOpenModeratedRestricted

Number of communities

> 1000 in 5 months!

Launch

communications

Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

Communities: An Emergent Structure (Understand the Users & Organizations, and their objectives)

U4O

Experts & Professions(expertise)

Knowledge exchangeGoal: problem solving & gain recognitions

O4U

Initiatives & Services(dialogue)

Internal communication Goal: visibility & transparency

Self-organized communitiesGoal: buildup stronger social ties

U4U

SocialNetworking(interest)

Notation: U4O = initiated by Users for Organizations (e.g. R&D, Business units..)

O4O

Projects & Working Teams

(practice)

Fully business orientedGoal: integrate into workflows & systems

connect.BASFSuccess Stories & Highlight

If 5% of a “human“ flock would change direction the others would follow suit.- Biologists from the University of Leeds demonstrated - Image: http://upload.wikimedia.org/wikipedia/commons/3/32/Moofushi_Kandu_fish.jpg

Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

Success story 1: A triangle of knowledge sharing

Profile status of a marketing manager: “Evaluating market information on detergents”Comment from an Information Professional: Do you know this study?

Marketing manager downloads study, finds it very useful

A key account manager asks for the study, and provides information on a second study in return.

Marketing manager asks the account manager to share his knowledge with this team.

Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

Success story 2: Employees feel connected in hour of need

A blog complemented the communicationon BASF‘s employee donation campaign for Pakistan flood relief.

Employees could follow the amount of donation collected, and provided positive feedback.

General manager of BASF Pakistan commented: Overwhelming response in Ludwigshafen motivates employees in Pakistan to keep helping those in need.

Employees in Pakistan start planning and asking for feedbacks on 2nd phase of aids.

Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)

Highlight: Best Practices in our adoption

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

Visible commitment from top managementVisible commitment from top management

Leadership by advocates and community buildersLeadership by advocates and community builders

Transfer of communications and workflowsTransfer of communications and workflows

Sharing of benefits and success storiesSharing of benefits and success stories

Dr. CheeChin LiewEnterprise Community Manager

BASF SEZOA/WI, C100 D-67056 Ludwigshafen, GermanyPhone: +49 621 60-21360Fax: +49 621 60-40602E-mail: cheechin.liew@basf.com

www.basf.comwww.slideshare.net/basf

Contact

Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)