CEO echo (DAX & MDAX) for March 2024

CEO Echo companion

Key figure bot: The CEO echo in March 2024

Fully automatic public evaluation.


CEO echo in March 2024: 26% more mentions of DAX and MDAX managers

Last month, the .companion metrics bot found 26% more CEO mentions than on average in recent months. A total of 76% of the CEO echo was generated by online editorial content, while social media accounted for 24%. Overall, the content of the CEO Echo activated its readers 30% less in March than previously.
56% of mentions of all DAX/MDAX CEOs were in the context of financial news. In contrast, 44% 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 strong coloration, with a similar amount of positive and negative tonality.

Footprint: Bjørn Gulden, Adidas CEO, dominates with 13% of the total CEO echo

What share does a DAX/MDAX CEO have in the overall CEO echo, whether voluntarily or involuntarily? The CEO footprint answers this question.
Adidas received the most media attention in March. It had a share of voice of 13.3% and therefore the largest footprint of all CEOs. Oliver Blume (Volkswagen) followed in second and third place this month with 7.2% and Leonhard Birnbaum (E.ON) with 6.0% share of all mentions. 62% of Gulden' s echo did not take place in a financial context and was therefore more suitable than average for setting topics and content. 50% of the Adidas CEO's echo came from editorial media and 50% from social media. Content that mentioned Gulden generated 10 interactions per mention. This corresponds to strong reader activation (2nd place among all CEOs). Overall, the content mentions of Bjørn Gulden showed a strong coloration with a tonality that was as positive as it was negative. A corresponding image effect can be assumed.

Communication Excellence: Deutsche Telekom's Timotheus Höttges puts the best content in newsrooms

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 achieve this with the ranking list for Communication Excellence.
Timotheus Höttges (Deutsche Telekom) was in first place in March. Before the paywall, 83% of his digital echo had a content context beyond business figures. His content showed 9 interactions per mention, which corresponds to strong reader activation. In addition, the texts had a very strong tonality with significantly more positive than negative colorations. As a result, the response to the head of Deutsche Telekom scored 2.9 points. Rob Smith (Kion) followed in second and third place in Communication Excellence with 1.4 points and Bjørn Gulden (Adidas) with 1.3 points.

Social Excellence: Timotheus Höttges (Deutsche Telekom) with the best social media echo

"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, Timotheus Höttges (Deutsche Telekom ) took first place in the ranking with 2.5 points. Höttges ' response was 90% "social", his reader activation was strong with 10 reactions to a mention; the sentiment of his mentions was 72% positive. This put him ahead of runner-up Rob Smith (Kion) with 1.3 points and Arne Freundt (Puma) in third place with 1.0 points.

Responsibility Excellence: Markus Krebber (RWE) 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 key figure bot only interprets the mentions that took place in this topic context.
In March, Markus Krebber (RWE) took first place in the responsibility ranking. 60% of the RWE CEO's mentions related to social responsibility topics. His reading frequency here was 9, which corresponds to a high level of interaction. The tonality was very pronounced, with more negative than positive sentiments. Overall, Markus Krebber's Responsibility Index scored 3.4 points. Christian Hartel (Wacker Chemie) followed in second place with 2.2 points and Vincent Warnery (Beiersdorf) in third place with 1.9 points.

Investor Excellence: Markus Steilemann (Covestro) 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 March, the .companion metrics bot identified Covestro as the top communicator for investors: CEO Markus Steilemann achieved the best score of 5.6. 74% of his mentions related to the financial environment. That is 25.1 times as many as the average. His reader activation was very strong at 15. The tonality was rather average, with a similar amount of positive and negative sentiment. He is followed in second and third place by Vincent Warnery (Beiersdorf) with 1.9 points and David Schneider (Zalando) with 1.8 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).