CEO echo (DAX & MDAX) for December 2023

CEO Echo companion

Key figure bot: The CEO echo in December 2023

Fully automatic public evaluation.


CEO echo in December 2023: 50% fewer mentions of DAX and MDAX managers

Last month, the .companion metrics bot found 50% fewer CEO mentions than on average in recent months. A total of 77% of the CEO echo was generated by online editorial content, with social media accounting for 23%. Overall, the content of the CEO Echo activated its readers 54% more in December than previously.
43% of mentions of all DAX/MDAX CEOs were in the context of financial news. In contrast, 57% had a content context that was better suited to setting topics and influencing reputation. Overall, the digital media response to the top employees had a very strong coloration, with a similar amount of positive and negative tonality.

Footprint: Bjørn Gulden, Adidas CEO, dominates with 9% of the total CEO echo

How much does a DAX/MDAX CEO contribute to the overall CEO echo, whether voluntarily or involuntarily? The CEO footprint answers this question.
Adidas received the most media attention in December. It had a share of voice of 9.4% and therefore the largest footprint of all CEOs. Carsten Spohr (Lufthansa Group) followed in second and third place this month with 8.7% and Martin Brudermüller (Basf) with 8.7% of all mentions. 78% of Gulden's echo did not take place in a financial context and was therefore more suitable than average for setting topics and content. 85% of the Adidas CEO's echo came from editorial media and 15% from social media. Content that mentioned Gulden generated 3 interactions per mention. This corresponds to a rather average reader activation (15th place of all CEOs). Overall, the content mentions of Bjørn Gulden showed a very strong coloration with a tonality that was more negative than positive. A corresponding image effect can be assumed.

Communication Excellence: Jenoptik with Stefan Traeger best places content in editorial offices

Good media work aims to set topics and build reputation. This is best achieved through placement in articles that are not financial news and are published by editorial media. Our KPI bot shows which DAX/MDAX companies succeed in this with the ranking list for Communication Excellence.
Stefan Traeger (Jenoptik) was in first place in December. Before the paywall, 67% of his digital echo had a content context beyond business figures. His content showed 21 interactions per mention, which corresponds to very strong reader activation. In addition, the texts had a very strong tonality with more negative than positive coloring. As a result, the response to the Jenoptik CEO scored 2.2 points. Rob Smith (Kion) and Christian Klein (SAP ) followed in second and third place for Communication Excellence with 1.8 points and 1.7 points respectively.

Social excellence: Rob Smith (Kion) with the best social media response

"Social" is not an end in itself. But if you want to make an impact with opinion leaders outside of editorial offices (influencers) or with consumers and digital elites who are not easily reached by the mass media, you need to be mentioned as frequently and effectively as possible on social media. The Social Excellence Index answers whether this is successful. Our key figure bot interprets the proportion of mentions in social media, the strength of reader activation and their emotional coloring.
Last month, Rob Smith (Kion) took first place in the ranking with 2.2 points. Smith 's response was 57% "social", his reader activation was very strong with 18 reactions to a mention; the sentiment of his mentions was 40% positive. This put him ahead of runner-up Christian Kullmann (Evonik) with 1.2 points and Stefan Traeger (Jenoptik) in third place with 1.0 points.

Responsibility Excellence: Dominik von Achten (Heidelberg Materials) with the best response on social responsibility

The .companion KPI bot also determines whether DAX/MDAX CEOs appear in the digital media echo as executives in the context of the UN's sustainable development goals, e.g. in the context of social responsibility or climate and environmental protection. Our Responsibility Index shows how well this has been achieved. The KPI bot only interprets the mentions that took place in this topic context.
In December, Dominik von Achten (Heidelberg Materials) took first place in the responsibility ranking. 91% of the Heidelberg Materials CEO's responses related to social responsibility topics. His reading frequency here was 35, which corresponds to a very high level of interaction. The tonality was very strong, with more positive than negative sentiments. Dominik von Achten's Responsibility Index thus scored 3.1 points overall. Carsten Spohr (Lufthansa Group) followed in second place with 1.3 points and Belen Garijo (Merck ) in third place with 1.1 points.

Investor Excellence: Dominik von Achten (Heidelberg Materials) with best financial echo

CEO mentions in the context of balance sheet figures offer little scope for setting the tone in terms of content, but are crucial for building investor confidence. In this environment, the key figure bot determines which CEOs were mentioned how well and forms an index for investor communication.
In December, the .companion key figure bot identified Heidelberg Materials as the top communicator for investors: CEO Dominik von Achten achieved the best score of 5.0. 45% of his mentions related to the financial environment. That is 15.1 times as many as the average. His reader activation was very strong at 64 and the tone was very strong, with more positive than negative sentiment. He was followed in second and third place by Oliver Bäte (Allianz) with 1.8 and Christian Kullmann (Evonik) with 1.6 points.

Source and method information:
Measurements are taken globally, with the help of the market-leading monitoring tool Meltwater. All content in German and English that is publicly accessible on websites, in forums and in social media is analyzed worldwide. The text and content of the CEO echo are generated fully automatically by the companion metrics bot.
Excellence Forum ranks the media visibility of CEOs in five categories:
(1) Digital Footprint shows the share of mentions of a CEO in the total mentions of all CEOs.
To calculate the excellence rankings, an index value is calculated for each CEO in each excellence category based on his or her performance in three equally weighted areas:
(a) the proportion of own mentions in the Excellence category
b) the proportion of positive mentions
c) the number of engagements to mentions in the category
(2) Investor Excellence refers to mentions in the context of business and financial content.
(3) Communication Excellence includes all mentions not assigned to Investor Excellence. They open up potential for further agenda setting.
(4) Responsibility Excellence is calculated additionally and is based on mentions in the area of CSR and sustainability.
(5) Social Excellence refers to the performance of mentions in social media (Twitter, forums, blogs, comments).