1. Effective Communication Strategies in the
Digital Age –
The Success Story of BASF
Ho Chi Minh City, May 31- June 1, 2012
Ingrid Nienaber
Senior Regional Manager Corporate Communications ASEAN

2. 1 | Overview BASF
2 | Communication for a B2B company
3 | Traditional Media
4 | Social Media
6/11/2012 INTERNAL
FOR EXTERNAL USE 22

3. 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 2011: €73.5 billion
 Employees ~111,000 Platzhalter für Bild
 Organized by Business and Functional
Units both regionally and globally
 About 1,050 new patents filed in 2011
 6 Verbund sites and about
385 production sites
3

4. BASF in Asia Pacific
Customers from more than 15
countries
More than 17,000 employees
130 production sites
9 R&D sites
Sales* in 2011: Approximately
€14.4 billion
EBIT: €1.13 billion
*By location of customer; Data as of December 2011
#Some sites are not shown due to scale
4

5. Sub region: ASEAN
8 wholly owned subsidiaries
11 joint ventures
20 production sites
22 sales offices
Approximately 3,840 employees
Sales* in 2011: Approximately
€2.4 billion
1 R&D site
*By location of customer; Data as of December 2011
#Some sites are not shown due to scale
5

6. Structure of BASF’s 6 segments
Performance Functional Agricultural
Chemicals Plastics Oil & Gas
Products Solutions Solutions
 Inorganics  Performance  Dispersions &  Catalysts  Crop Protection  Exploration &
Polymers Pigments Production
 Petrochemicals  Construction
 Polyurethanes  Care Chemicals Chemicals  Natural Gas
 Intermediates Trading
 Nutrition &  Coatings
Health
 Paper Chemicals
 Performance
Chemicals
6

7. Care Chemicals
7

8. Construction Chemicals
8

9. 1 | Overview BASF
2 | Communication for a B2B company
•Branding
•Traditional Media
• Social Media
• When not to use the media
6/11/2012 INTERNAL
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10. We create chemistry

11. The combination of everything we do
brings our brand to life ...
Our promise:
We are connected to deliver
intelligent, sustainable solutions.
And prove every day that we don„t
just make chemicals:
We create chemistry for a
sustainable future.

12. … in Corporate Advertising

13. …through all BASF organizations and
communication channels
OPERATING/ FUNCTIONAL REGIONS/ COUNTRIES
DIVISIONS
Strategic Planning &
Implementation of
internal & external
communication
GROUPWIDE

14. … and in general
BASF brand touchpoints
e.g. brand architecture
e.g. Trade Fairs/ (buildings, meeting rooms,
Annual Meeting e.g. customer contacts lobbies) e.g. Marketing events

15. 1 | Overview BASF
2 | Communication for a B2B company
•Branding
•Traditional Media
• Social Media
• When not to use the media
6/11/2012 INTERNAL
FOR EXTERNAL USE 15
15

16. Does a B2B company even need to
engage with the media?
Consumers
don‟t buy our
products!

17. Yes.
 Overall competitive positioning of BASF brand
 Demoralize the competition
 Market intelligence
 Prevent mistakes from appearing in the market
 Enhance share price
 And, yes, promote products
 … because we want to be the ones telling our story!

18. It’s not that simple: the right influencer for
the right purpose
NGOs
Academics
Media
Community
leaders
Online
communities
Regulators
Industry
associations

19. Mainstream media are (still) the principal
influencer online
A)
B)
C)
D)

20. NGOs have a wide reach through their
own “media”
online magazines
(paper) magazines
Twitter feeds research reports
e-newsletters

21. Unaffiliated individual influencers exist
but are rare
“An online influencer can come
from anywhere, but not everyone
can be an online influencer.”

22. Bringing technical topics to mainstream
audiences
Community activities
Feature interview
Big investments
Commentary
Media tour
VIP interviews

23. Making best use of trade media
 Time preview releases well before trade shows

24. 1 | Overview BASF
2 | Communication for a B2B company
•Branding
•Traditional Media
• Social Media
• When not to use the media
6/11/2012 INTERNAL
FOR EXTERNAL USE 24
24

25. What are social media?
Connect (Micro-)Blog Share
Private & Public
Worldwide
Interact Opinion
Blog Discussion
Voting Campaigns

26. Change in communication because of
socialisation through the Internet
Conscious decision of BASF:
75% of social network users Interaction on social media platforms
have visited a brands profile. to positively influence the image of
BASF.
30% become a fan of a brand.
72% of those who joined a
brand community have a better
brand perception than before connect.BASF
Wave 5 – the Socialization of Brands, UM 2010 http://www.slideshare.net/tlinz8612/wave-5-the-socialisation-of-brands-report-5465006

27. BASF Strategy:
Opportunities Through Social Media
We add value as one company We innovate to make our customers
more successful
 Strengthen brand and reputation as  Open innovation through
one company collaboration
 Create value through cooperation  New ways of customer support
 Network for the Verbund  Market research
We drive sustainable solutions We form the best team
 Build trust through openness  Cater to digital generations
 Engage in dialogue, influence and  Expand networks, know-how
impact transfer, problem solving
 Drive solutions to the public  Support leadership culture

28. Overview: BASF Online Communications
Internal External
News channels “BASF today” Social Media Channels
Online Business Network Corporate Blogs & Widgets
connect.BASF
Intranet Internet
Consulting Training Governance Guidelines Monitoring

29. Publishing Concept
and Cross-Linking with BASF.com
In Depth Information: BASF.com
Content: YouTube, Dialog: Facebook,
Slideshare, Flickr Google+
Website Integration
Business: LinkedIn
Newsflow: Twitter

30. Hosting social media discussions
(on our platform)
 We believe our own platform is the
best place for a controversial
discussion
 Best practices:
 Transparent use of authorized
individual spokespeople
 Professional style
 Reference to published
information
 Impartial “reporting” with our
point of view
 Quick responses

31. Entering social media discussions
(on managed platforms)
 Best practices:
 Refer to website
 Respond publicly if possible
 Respond quickly that you will respond later,
even if you can‟t actually respond quickly

32. Entering social media discussions
(on others’ platforms)
 Want to get to know a journalist /
influencer? Commenting on her
blog is a great way to do it!

33. Provoking social media discussions (on
managed platforms)
 Best practices
 Keep topics relevant to the
stakeholder – not just yourself
 Use Twitter for “arms-length”
relationship building
 Start discussions with @replies
 Use #hashtags
 Retweet liberally
 Retweet clips to enhance
media relations

34. Entering social media discussions (on
others’ platforms)
 In controversies: get your
side of the story heard by
the silent majority
 Best practices
 Consistent, approved
core messages, but
authorized
spokespeople have
some autonomy to
implement them
 Address the issue,
more than the
comment

35. Creating social media discussions (on
managed platforms)
 Best practices
 Keep the topic relevant to the
audience
 Solid “infotainment” style
content
 Explicitly invite discussion

36. Lessons Learned – How To Engage
DOs DON'Ts
Engage regularly with your audience, Don‟t open a social media channel
setting goal for posting (e.g. once a and not use it
day)
Don‟t tell secrets – e.g. confidential or
Respond quickly to posts (response proprietary information
within 24 hours)
Don‟t speak marketing language or
Act in an authentic, honest and include too marketing-driven posts
respectful way
Don‟t post too much, especially do not
Consider your target group, offer publish irrelevant posts
interesting mixture of content
Don‟t leave your activities unattended
Show personality, include “human”
stories and interesting facts

37. 1 | Overview BASF
2 | Communication for a B2B company
•Branding
•Traditional Media
• Social Media
• When not to use the media
6/11/2012 INTERNAL
FOR EXTERNAL USE 37
37

38. When not to use the media: working with
influencers
 “Small group” communications: follow the continuum
Hostile Cooperative
stakeholders stakeholders
Attend the Speak at the Sponsor Invite them Co-
same same their to your organize
conference conference event event an event

39. When not to use the media: working with
influencers
 “Make friends before you
need them”
 Prepare rich content
 Follow up
opportunistically
 Leverage multiple
platforms for initial
introductions

40. When not to use the media: working with
influencers
 Take a structured approach (it‟s not just schmoozing)
 Identify and track influencers by name; keep a mailing list
 Assign ownership of important relationships (“key account
management”)
 Nurture the relationships: be generous with time and introductions

41. When not to use the media: don’t always
go solo
 Industry issues are
better handled by
associations
 Support behind the
scenes with
information,
resources, content,
expertise
 Collaborate, but
don‟t collude: abide
by ethical principles

42. Building a brand like BASF is like creating
chemistry

43. Questions
?

44. Find or follow BASF on:
Website:
asiapacific.basf.com