Examples of Enterprise 2.0 in Action

In this blog post, I am going to present two examples of companies utilising Enterprise 2.0 techniques in a significant way to meet corporate goals. Both examples will be analysed according to the Wikinomics business model (Peering, Being Open, Sharing and Acting Global).

BASF

BASF Company Logo

BASF Company Logo

Starting from 2008, BASF have made significant steps towards becoming a social business by creating the connect.BASF online business network. By 2013, the platform has become a huge success and more than 35,000 employees around the globe are collaborating and sharing information on it on a regular basis.

Peering

When starting the connect.BASF project, the primary aim of the company was to foster the creation of self-organising online communities that solve business problems by sharing knowledge, collaborating and participating in discussions. “We form the best team” – was the motto of the project, which acknowledges the fact isolated players cannot provide as much value as communities who act together as a global team.

Being Open & Sharing

The platform is completely open and all employees of the company have access to it. This facilitates the open sharing of ideas and has lead to numerous unexpected discoveries where teams that formerly were not even aware of the existence of each other have collaborated on the spot in an ad hoc fashion and created innovative solutions to difficult problems.

Acting Global

The company has 390 production sites across all continents. The enterprise social network has helped in bringing the companies workers closer together by creating a better connected organisation. As of April 2013, 35,000 users were registered to connect.BASF forming more than 3,700 online communities.

BeingGirl

BeingGirl Logo

BeingGirl Logo

BeingGirl is a community site created by the consumer goods company Procter & Gamble site that targets adolescent girls in the 12-14 year age group. The main purpose of the website is to provide information to young girls facing the typical issues of puberty (dating, self-care, menstruation, eating disorders etc.). It serves as a community where girls can discuss their everyday problems with each other and can ask for expert advice. Needless to say, the site is also a marketing tool for Procter & Gamble’s hygiene products, but the company has taken a more subtle advertising approach this time: the primary focus is on building a community while the products are kept in the background. This subtle marketing strategy has proven to be extremely effective as the BeingGirl campaign is four times as effective as a similarly priced traditional marketing program.

Peering

The site’s visitors can engage in various discussions, enter contests and participate in polls, which all provide a very strong foundation for building a community around addressing the various problem adolescent girls are facing today. Another important aspect of peering is that the company continuously improves the site based on the results of the polls and forum discussions.

Being Open

A key point of the success of the site is that the company does not hide the fact that it wants to advertise its products. However, it puts an emphasis on adding value first by building a community where young girls feel at ease and are happy the spend their time online. By putting their users first and their marketing agenda in the background, Proctor & Gamble has achieved what other companies using traditional advertising are only dreaming of.

Sharing

At the initial launch of the site in 2000, the site only provided traditional educational materials which haven’t gained much interest. When the company decided to make the site more fun and social while being educational at the same time, things have really taken off. The site provides music downloads, video series, blog posts and various forums for the girls to participate in and share their feeling about going through adolescence.

Acting Global

The website is now available in 50 different languages and it has become a huge success worldwide. Clearly, the company has succeeded in addressing a global audience with their more than 2 million visitors per month worldwide.

Conclusion

To sum up, in both case studies Procter & Gamble and BASF have been able to put Enterprise 2.0 to excellent use with great success. The fact that such established corporations are taking Enterprise 2.0 seriously is a sure sign that this trend is only going to get stronger in the future.

References

Wikinomics: How Mass Collaboration Changes Everything
BASF
How connect.BASF Helped BASF Become a Social Business
The growth of an enterprise social network at BASF
Enterprise 2.0 success: BASF
BeingGirl
Procter & Gamble
Wikipedia – BeingGirl
“Best In Class” Marketing Using Social Media
P&G Does it Again with Beinggirl.com – 4x More Effective Than Traditional Media
Social media success story: Proctor & Gamble

15 thoughts on “Examples of Enterprise 2.0 in Action

  1. Thank you for sharing two great Enterprise 2.0 tools.
    I really like BASF, as I believe it’s the combination of Facebook and LinkedIn. I think it has great potential and I would probably try it after entering the workforce.

    I have chosen Topic 1 for this week’s task to talk about my view on the benefit of Web 2.0; I have also included my experience of using 2 interesting Social Media tools, Pinterest and Habbo.

    Visit my blog post at: http://jiabaoli.blogspot.com.au/2013/08/the-benefit-of-using-web-20-pinterest.html if you would like to know more.

  2. I’m a little confused about BASF being open. I understand that all of BASF’s employees can use connect.BASF, but that sounds more like a peer to peer collaboration. Unless you are saying that connect.BASF allows for all of the employees to understand the inter-workings of the company as to gain perspective, in which case that would be considered open (or at least it would to me).

    James
    http://www.enterprise-activa.com

    • Exactly, it is considered to be open because all employees can have a peek into the internals of the company. The internal workings of all divisions and departments are now visible to the rest of the company.

  3. Hi Digital rainforest
    Again I really enjoyed reading your post. I like how you managed to apply the theory of the Wikinonics business model to the two case companies. By doing so you really prove that the theory behind Enterprise 2.0 is actually used and implemented in “the real world” and is not just something that we read about in the textbooks. Also I like your choice of using two very different cases to establish the fact that Enterprise 2.0 principles are not limited to a certain scope of business. Well written, well documented, educational and versatile. Again nice job!!

    • Thanks Lise, I’m glad you liked my post. As you mentioned, I tried to choose two different cases to demonstrate that the Wikinomics model is applicable in a broad context. Good to know that there are people out there who find my posts useful! 🙂

  4. Hi Digital Rainforest,
    Had a wonderful read today as well. You speak about the site having polls and discussion forums from which it tries to improve from. Would you know whether these ideas are freely implemented or do they tend to review the ideas to see whether they would provide value to the community? I ask because an idea might be great but may not always fit a certain scenario.

    • That’s a very good question and I don’t remember the article mentioning the actual process for coming up with polls. I would assume that they are constantly refining and fine-tuning the contents of the polls based on user feedback to focus on the issues that interests the community most.

  5. Hi. Hope you’re doing great! I think most effective and common way to connect to others is by sharing with peers and others. Just curious, do you think Enterprise 2.0 would last for another 5 years?

    • I definitely think that Enterprise 2.0 would last not only in the following 5 years but for many years to come. I thing that Enterprise 2.0 is still in a developing stage, and maybe in the near future there will be such improvements in this field that we cannot even think of now.

  6. Hi!
    I saw you re-posted your blog link and came in. It’s really nice that you analysed these two companies with the Wikinomic business model. I visit some blogs and found that many bloggers didn’t mention that at all(including me… ). The videos are great. I think you must spend some time to write this post. I ran out my brain power but still can not find a good example, how did you find the examples? If you don’t mind, I will appreciate that if you click the link to my blog and give me some suggestion. 🙂
    http://saiqiongpeng.blogspot.com.au/2013/08/imagine-internet-world-without-blogs.html

  7. Hi,
    Great blog post – very informative overall. I found the idea of connect BASF quite interesting as i was not previously aware that the company has established a proprietary social community of their own – it seems like a very effective way to network within the company! 🙂

    Come check out my blog as well. Any comments would be appreciated 😀
    http://chrisace92.wordpress.com/2013/08/13/social-technologies-pushing-the-brand/

    Chris

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