Key figure bot: The CEO echo in January 2020 - automatically interpreted

CEO Echo companion

The digital media response to all DAX and MDAX managers - here is the public ranking.

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 Talkwalker. 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 January 2020: 37% more mentions of DAX and MDAX managers

In January, the .companion metrics bot found 37% more CEO mentions than the average of recent months. Overall, 55% of CEO Echo was generated by online editorial content, while social media accounted for 45%. Overall, CEO Echo content activated its readers 44% less in January than previously.

37% of the mentions of all DAX/MDAX CEOs took place in the context of financial news. In contrast, 63% had a content context that is more suitable for setting topics and influencing reputations. Overall, the digital media response to the top appointees had a rather average coloring, with similar amounts of positive and negative tonality.

Footprint: Joe Kaeser (Siemens) dominates 47% 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 January, Joe Kaeser (Siemens) received the most media attention. He had a share of voice of 47% and thus the largest footprint of all board members. In second and third place this month were Herbert Diess (Volkswagen) with 11% and Rolf Martin Schmitz (RWE) with 6% share of all mentions. Kaeser's echo was 75% not in the financial context and was thus more suitable than average for setting topics and content. 40% of the Siemens CEO's echo came from editorial media, 60% from social media. Content that mentioned Kaeser generated 25 interactions per mention. This corresponds to very strong reader activation (2nd place among all CEOs). Overall, the content mentions of Joe Kaeser showed a rather average coloring with a tonality that was more often negative than positive. A corresponding image effect can be assumed.

Communication Excellence: BASF sets content best in editorial departments with Martin Brudermüller

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, Martin Brudermüller (BASF) was ranked first. Before the paywall, 71% of his digital echo had a content context beyond business figures. His content showed 21 interactions per mention, which corresponds to a very strong reader activation. In addition, the texts had a strong tonality with significantly more positive than negative colorations. As a result, the response to BASF's chief executive scores 3.0 points. In second and third place in Communication Excellence are Joe Kaeser (Siemens) with 1.7 points and Ola Källenius (Daimler) with 1.6 points.

Social Excellence: Martin Brudermüller (BASF) 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 January, Martin Brudermüller (BASF) leads the ranking with 2.1 points. Martin Brudermüller 's response was 54% "social", his reader activation rather average with 3 reactions to a mention; the emotional coloring of his mentions was 30% positive. He was thus well ahead of runner-up Joe Kaeser (Siemens) with 1.5 points and Werner Baumann (Bayer) in third place with 1.3 points.

Responsibility Excellence: Elmar Degenhart (Continental) 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.

Elmar Degenhart (Continental) saluted us from first place in last month's responsibility ranking. The Continental CEO's response was 37% related to social responsibility topics. Here, his reader activation was 1, which corresponds to a weak interaction level. The tonality was very strong, with significantly more positive than negative sentiments. Overall, Degenhart's Responsibility Index thus scored 2.8 points. Joe Kaeser (Siemens) followed in second place with 2.1 points, and Matthias Zachert (Lanxess) in third place with 1.7 points.

Investor Excellence: Christian Sewing (Deutsche Bank) 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 in January identified Deutsche Bank for Christian Sewing with a score of 3.2. 59% of his mentions were related to the financial environment, 1.1 times the average. His reader activation was very strong at 39.1, and the tone was very weak, with significantly more negative sentiment than positive. He is followed in second and third place by Mark Langer (Hugo Boss) with 2.8 and Olaf Koch (Metro) with 2.4 points.