BASF is moving toward fully connected organization. Connect.BASF enables faster and efficient knowledge sharing and collaboration across units and regions.
These slides were presented in the Best Practice session of the Enterprise 2.0 Summit, in Frankfurt, on the 28th Oct., 2010.
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
Best Practice: Online Business Network connect.BASF
1. connect.BASF
Online 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)
2. BASF – The Chemical Company
The 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)
3. Strong Tradition of BASF
Technological and organizational development
1865 1900 1925 1950 1975 2000 2004 2008 2009 2010
CIBA ACQUISITION
BASF SE
THE CHEMICAL COMPANY
FROM LUDWIGSHAFEN TO THE WORLD
NEW BEGINNING AND PLASTICS AGE
NEW HIGH-PRESSURE SYNTHESES
THE AGE OF FERTILIZERS
THE AGE OF DYES
FOUNDING OF BASF
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)
4. How we achieve value-adding growth –
Our four strategic guidelines
We earn a premium We help our customers
on our cost of capital to be more successful
We form the
We form the We ensure
bestteam in industry
best team in industry sustainable development
Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)
5. Towards Fully Connected Organization
To ever-growing networked
From Hierarchies & Teams
formal & informal Communities
Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)
6. connect.BASF
Project & Organization
Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)
7. connect.BASF in a nutshell
connect.BASF is our global &
internal platform for
Networking Networking among
employees and communities
across units and regions
Faster & efficient Knowledge
Knowledge sharing and Collaboration
Collaboration
Sharing
Creates value for our
business & organization
Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)
8. connect.BASF
What’s the benefits & How it works?
Employees can ... connect.BASF provides...
Networking
present themselves, and be visible Profiles
buildup & strengthen network ties Communities, “network“
Knowledge
Sharing
find experts and information Tags & Search
share knowledge & experiences Blogs, Bookmarks, Forums
Collaboration
work together across units Files
collaborate and gain access to
Wikis
collective knowledge
Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)
9. Project organization: (2009 ~ June 2010)
Sponsor
Steering Committee
(Board Member)
connect.BASF Project Team
Coordinator
IT
Marketing Imple- Advocates:
& Sales mentation Multipliers who support and promote
Communi- connect.BASF in their organization
Research
cations
Extended Team:
IT Project Change
IT Owners of existing stand-alone
Management Management
Archi-
tecture 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)
10. Handover to On-going Team (July 2010 ~ )
Measure Target group Objective
connect.BASF day
The team, Advocates, Promote exchange among users,
Talks by guest speaker, Community owners, self-direction of communities,
Community hour, etc. etc. receive feedback from users
Showcase
Specific communities, Arouse interest in usage for
Presentation & demo organizational units, community-specific tasks
in forums & events. etc.
Consulting
Business units, Support units in transferring their
Coaching & solutions. project teams, etc. business needs to actions.
Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)
11. connect.BASF
Launch & 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)
12. Number of Registered Users
15000
Registrated Users
12500
with Profile Photo
10000
7500 Viral growth
>15,000 in
s
5 months!
n
ic h
io
un c
at
m un
m La
5000
co
2500
0
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
Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)
13. Number of communities
1000
All communities
Open
800
Moderated
Restricted > 1000 in
600
s
5 months!
ch tion
400 un ica
La n
u
m
c om
200
0
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
Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)
14. Communities: An Emergent Structure
(Understand the Users & Organizations, and their objectives)
Notation: U4O = initiated by Users for Organizations (e.g. R&D, Business units..)
Knowledge U4O O4O Fully business
exchange oriented
Goal: problem Projects & Goal: integrate
solving & gain
Experts & into workflows
recognitions Professions Working Teams & systems
(expertise) (practice)
Self-organized Social Initiatives Internal
communities
Networking & Services communication
Goal: buildup Goal: visibility &
stronger (interest) (dialogue) transparency
social ties
U4U O4U
Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)
15. connect.BASF
Success 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)
16. 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)
17. Success story 2:
Employees feel connected in hour of need
A blog complemented the communication
on 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)
18. Highlight: Best Practices in our adoption
People-oriented and voluntary character (opt-in)
People-oriented and voluntary character (opt-in)
Visible commitment from top management
Visible commitment from top management
Leadership by advocates and community builders
Leadership by advocates and community builders
Transfer of communications and workflows
Transfer of communications and workflows
Sharing of benefits and success stories
Sharing of benefits and success stories
Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)
19. Contact
Dr. CheeChin Liew
Enterprise Community Manager
BASF SE
ZOA/WI, C100
D-67056 Ludwigshafen, Germany
Phone: +49 621 60-21360
Fax: +49 621 60-40602
E-mail: cheechin.liew@basf.com
www.basf.com
www.slideshare.net/basf
Dr. C.C.Liew, C. Krooss, H-D. Lange & the team (BASF SE) – “connect.BASF” - Date: 28.Oct.2010 (E2.0 Summit, Frankfurt)