About the CEO Echo
.companion specializes in digital evaluation and organization of communication and marketing. We continuously examine and interpret the digital media response to all DAX and MDAX CEOs. Measurements are made with the market-leading media monitoring tool Meltwater. All publicly accessible digital media content is searched globally, in English and German, social and web, private and editorial (before the paywall).
Analysis and interpretation of the data is handled by an in-house key figure bot, which processes the data monthly and generates this text fully automatically. The key figure bot also generates individual evaluations on request.
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CEO echo in December 2020: 11% fewer mentions of DAX and MDAX managers
In December, the .companion metrics bot found 11% fewer CEO mentions than the average for recent months. Overall, 68% of CEO Echo was generated by online editorial content, while social media accounted for 32%. Overall, CEO Echo content activated its readers 30% more frequently in December than before.
Of the mentions of all DAX/MDAX CEOs, 47% took place in the context of financial news. In contrast, 53% had a content context more suitable for setting themes and influencing reputations. Overall, the digital media response to the top appointees had a rather average coloring, with a similar amount of positive and negative tonality.
Footprint: Herbert Diess (Volkswagen) dominates 35% of total CEO echo
What share of the total CEO footprint does a DAX/MDAX CEO have, whether voluntarily or involuntarily? The CEO footprint answers this question.
In December, Herbert Diess (Volkswagen) received the most media attention. He had a share of voice of 35% and thus the largest footprint of all board members. In second and third place this month were Carsten Spohr (Lufthansa) with 7% and Ola Källenius (Daimler AG) with 6% share of all mentions. Diess' echo was 61% not in the financial context and was thus suitable on average for setting topics and content. The Volkswagen CEO's echo came 64% from editorial media, 36% from social media. Content that mentioned Diess generated 13 interactions per mention. This represents very strong reader activation (13th among all CEOs). Overall, the content mentions of Herbert Diess showed a rather average coloring with a tonality that was more often negative than positive. A corresponding image effect can be assumed.
Communication Excellence: Springer sets content best in editorial departments with Dr. Mathias Döpfner
Good media relations 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 key performance indicator bot shows which DAX/MDAX companies succeed in this with the Communication Excellence ranking.
Last month, Dr. Mathias Döpfner (Springer) was in first place. Before the paywall, 52% of his digital echo had a content context beyond business figures. His content showed 164 interactions per mention, which corresponds to a very strong reader activation. Furthermore, the texts had a rather average tonality with significantly more positive than negative colorations. As a result, the response to Springer's boss scored 3.9 points. In second and third place in Communication Excellence come Roland Busch (Siemens) with 2.0 points and Oliver Zipse (BMW) with 1.9 points.
Social Excellence: Kasper Rorsted (Adidas) with the best social media echo
"Social is not an end in itself. But if you want to have an impact on opinion leaders outside editorial departments (influencers) or on consumers and digital elites who are not easily reached by the mass media, you have to be mentioned as frequently and as effectively as possible in social media. The Social Excellence Index answers whether this is successful. Our metrics bot interprets the proportion of mentions in social media, the strength of reader activation, and their emotional color.
In December, Kasper Rorsted (Adidas) leads the rankings with 2.3 points. Kasper Rorsted 's response was 42% "social", his reader activation weak with 2 reactions to a mention; the emotional coloring of his mentions was 33% positive. He was thus well ahead of runner-up Oliver Zipse (BMW) with 1.5 points and Dr. Mathias Döpfner (Springer) in third place with 1.3 points.
Responsibility Excellence: Ola Källenius (Daimler AG) with best response on social responsibility
The .companion indicator bot also determines whether DAX/MDAX CEOs appear in the digital media echo as leaders in the context of the UN's sustainable development goals, i.e., in the context of social responsibility or climate and environmental protection, for example. Our Responsibility Index shows how well this has been achieved. For it, the KPI bot interprets only the mentions that took place in this topic context.
Last month, Ola Källenius (Daimler AG) came in first in the responsibility ranking. The Daimler AG CEO's response was 17% related to social responsibility topics. Here, his reader activation was 46, which corresponds to a very strong interaction level. The tonality was rather average, with significantly more positive than negative sentiments. Overall, Källenius' Responsibility Index thus scored 2.2 points. Dr. Mathias Döpfner (Springer) followed in second place with 2.1 points, and Roland Busch (Siemens) in third place with 1.9 points.
Investor Excellence: Reinhard Ploss (Infineon) with best financial echo
CEO mentions in the context of balance sheet figures offer little scope for setting content-related accents, but are crucial for building investor confidence. In this environment, the KPI bot determines which CEOs were mentioned and how well, and forms an index for investor communication.
As the top communicator for investors, the .companion metrics bot determined Infineon in December: CEO Reinhard Ploss achieved the best score of 3.3. 71% of his mentions were related to the financial environment. That's 1.2 times the average. His reader activation was strong, at 5.7, and the tone was very strong, with significantly more positive sentiment than negative. He is followed in second and third place by Nikolai Setzer (Continental) with 2.2 and Ola Källenius (Daimler AG) with 2.0 points.