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connect.BASF is an Online Business Network in BASF. This presentation shown how the network
...
connect.BASF is an Online Business Network in BASF. This presentation shown how the network
has grown within 18 months to over 2000 communities, including a large number of business teams and units. We share some best practices we have observed along our adoption path.
Presentation first held at Lotusphere 2011, updated for Lotussphere 2012.
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 CompanyFacts 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 SolutionsVerbund 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 Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida. 4
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 Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida. 5
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.
Objective:Create Value Through ConnectednessInitial 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 2012Mission 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 UpdatesNetwork Communities, Network Search, TagsShare Knowledge Blogs, Forums, Bookmarks Files, [Activities]Collaborate Wikis Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida. 8
Organization:Who is Driving connect.BASF?Sponsor/Mentor (Board Members)connect.BASF On-Going TeamGlobal 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 Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida. 9
Launch:Engaging EmployeesFacilitating the First Steps Webinars, Learning Events, Demos, and ConsultingPull, Not Push Voluntary Use, Motivated by Content and Role ModelsTook Off FastThrough Exciting Launch Communication: Human (Key Visuals) Practical (Tangible Benefits) Emotional (E-Stories) Global (Regions Before Headquarters) Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida. 10
Ongoing:Fostering AdoptionActivity Target Group ObjectiveRoad Show Interested executivesPresentation & demo and employees, specific Increase awarenessat important BASF sites communities and teamsconnect.BASF DayTalks by guest speaker, Advocates, Promote exchangecommunity hour, etc community ownersConsultingCoaching & to find solution Business units, Transfer business needs project teams to actionsBest PracticeOnline nomination & voting Content contributors, Gather and transfer community owners Best Practices Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida. 11
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.
Results:Number of Registered Users [Dec.19, 2011]300002500020000 More than 28,500 users registered in 18 months15000 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 Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida. 13
Results:Number of Communities [Dec.19, 2011]2500 All Communities2000 More than 23001500 communities 50% of users are Restricted1000 Members Open500 Moderated 0 M J J A S O N D J F M A M J J A S O N D 2010 2011 Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida. 14
Communities in connect.BASFAn 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) Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida. 15
connect.BASF Best Practice Awards:Nominated & Voted by UsersCategory 2011 Q1-2 2011 Q3-4Featured CommunityEither restricted, moderated 1. Sales (Business units) 1. Training (Service center)or open communities 2. Expert network (R&D) 2. Development (HR)Featured ContentBlog, 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 Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida. 16
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 Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida. 17
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.
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 Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida. 19
Success Story Example 2:A Practical Use Case for connect.BASFconnect.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 Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida. 20
Success Story Example 3: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 Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida. 21
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 Awardfor "Internal Communications" category European Digital Communication Award for "Internal Communications" International German PR Award for "Community Communications" Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida. 22
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 Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida. 23
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 Dr. CheeChin Liew & Cordelia Krooss (BASF SE) , Lotusphere 2012, 17.Jan 2012, Orlando, Florida. 24
Martina Goehring
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