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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)
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)
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)
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)
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)
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)
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)
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)
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)
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)
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)
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)
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)
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)
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)
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 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)
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)
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)

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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)