best practice: online business network connect.basf
DESCRIPTION
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.TRANSCRIPT
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: [email protected]
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)