Social Media @ BASF

Social Media @ BASF Patrick Schmidt-Kühnle Manager Corporate Social Media, BASF SE

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BASF – The Chemical Company We create chemistry for a sustainable future

Our chemicals are used in almost all industries

We combine economic success, social responsibility and environmental protection

Sales 2012: €72,129 million

EBIT 2012: €6,742 million

Employees (as of December 31, 2012): 110,782

In 2012, BASF filed for around 1,170 new patents worldwide

6 Verbund sites and around 380 production sites

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Connected Why BASF Engages

20.06.2013 Social Media @ BASF; P. Schmidt-Kühnle, BASF SE

Our strategic principles

We add value as one company

We innovate to make our customers more successful

We drive sustainable solutions

We form the best team


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BASF Strategy – Opportunities Through Social Media

We innovate to make our customers more successful

Open innovation through collaboration

New ways of customer support

Market research

We form the best team

Cater to digital generations

Expand networks, know-how transfer, problem solving

Support leadership culture

We add value as one company

Strengthen brand and reputation as one company

Create value through cooperation

Network for the Verbund

We drive sustainable solutions

Build trust through openness

Engage in dialogue, influence and impact

Drive solutions to the public


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Training of management

& communicators

Communication at all levels

Support by the management

Guidelines & recommendations

Internal Basis Involvement of all stakeholders


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Connected 2.0 Where BASF Engages

Social Media @ BASF; P. Schmidt-Kühnle, BASF SE

Internal External

Consulting Training Monitoring Guidelines Governance

Corporate Blogs & Dashboard

Social Media Channels

Internet

Overview: BASF Online Communications

Online Business Network connect.BASF

Intranet

News channels “BASF Today”

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Social Media Governance

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Corporate Communications

Strategy Guidelines

Corporate Channels Global Governance

Experts Community

Consulting Best Practice Exchange

Preparing Guidelines etc.

Communications in Businesses, Regions

Specific Strategies Individual Channels

Input for content


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Goal of connect.BASF Towards a Fully Connected Organization

towards a connected organization From hierarchies and teams


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How the Platform Fosters Connectedness

Employees can ... connect.BASF offers ...

Network Profiles, Status Updates

Contacts, Communities

Search, Tags

Blogs, Forums, Bookmarks

Wikis, Files

Activities, Ideation Blogs, Polls Collaborate

Share Knowledge


Integrated Online Publishing Concept Information:

BASF.com and m.BASF.com

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Social Media Monitoring

Dialog: Facebook, Google+

Content: YouTube, Slideshare, Flickr

Business: LinkedIn Newsflow: Twitter Website Integration


http://www.facebook.com/basf




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Information & Dialogue Facebook 120,000 likes (as of June 6, 2013),

1,200,000 monthly reached users, major group: 18-35 year olds

Global page with regional subpages

~30,000 users engage with the page/month

Post level engagement rate Ø 4.5%

Content: - Explaining science - Products & solutions - Corporate news - People behind BASF www.facebook.com/basf



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We add value as one company. Facebook Global Pages

http://www.facebook.com/basf 20.06.2013 Social Media @ BASF; P. Schmidt-Kühnle, BASF SE


Branded YouTube Channel

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Improved Branding Better user orientation Highlight innovations and increase industry approach

http://www.youtube.com/basf




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Offering dialogue using blogs on BASF website

www.farmperspectives.com www.pest-talk.basf.us


http://www.basf.com/newsroom

http://www.basf.com/newsroom

Social Media Integration on our Website

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All in one place, no duplicate content

Main channels with integrated Newsfeed, other channels as links

Discussion and interaction where the users are

Were appropriate, specific Blog-solutions within our website


External Analysis of BASF Facebook Page

High engagement rate: 77% of all posts on BASF Corporate Facebook page are made by other users

Facebook users clearly show positive attitude towards BASF

Questions from other users are nearly always answered by BASF, the users’ feedback is positive – high user satisfaction

Average response time needed by BASF: 3.5 hours


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Facebook: Business related conversation

Request for product

Sending product info

Asking for offer / price

Sending contact via direct message

Thanks and “like”


Outlook

Social Media is an integrated part of communications and marketing.

There is no ‚One fits all‘ solution. The set of Social Media depends on the specific business.

Social Media helps to create chemistry between a company and its stakeholders.

