Key figure bot: The CEO echo in March 2021 - automatically interpreted

CEO Echo companion

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 March 2021: 29% more mentions of DAX and MDAX managers

In March, the .companion metrics bot found 29% more CEO mentions than the average of recent months. Overall, 71% of CEO Echo was generated by online editorial content, while social media accounted for 29%. Overall, CEO Echo content activated its readers 50% less in March than previously.

57% of the mentions of all DAX/MDAX CEOs took place in the context of financial news. By contrast, 43% 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 a similar amount of positive and negative tonality.

Footprint: Herbert Diess (Volkswagen) dominates 25% 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 March, Herbert Diess (Volkswagen) received the most media attention. He had a share of voice of 25% and thus the largest footprint of all board members. In second and third place this month were Oliver Zipse (BMW) with 12% and Carsten Spohr (Lufthansa) with 7% share of all mentions. Diess' echo was 52% not in the financial context and was thus suitable on average for setting topics and content. 59% of the Volkswagen CEO's echo came from editorial media, 41% from social media. Content that mentioned Diess generated 23 interactions per mention. This represents very strong reader activation (7th among all CEOs). In total, the content mentions of Herbert Diess showed a rather average coloring with a tonality that was similarly much positive as negative. A corresponding image effect can be assumed.

Communication Excellence: MTU Aero Engines sets content best in editorial offices with Reiner Winkler

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, Reiner Winkler (MTU Aero Engines) was ranked first. Before the paywall, 33% of his digital echo had a content context beyond business figures. His content showed 6 interactions per mention, representing 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 MTU Aero Engines scores 3.5 points. Carsten Knobel (Henkel) and Dr. Mathias Döpfner (Springer ) were ranked second and third in Communication Excellence with 2.4 points and 2.1 points respectively.

Social excellence: Reiner Winkler (MTU Aero Engines) 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.

Last month, Reiner Winkler (MTU Aero Engines) leads the rankings with 3.5 points. Winkler 's response was 33% "social", his reader activation rather average with 6 reactions to a mention; the sentiment of his mentions was 100% positive. He was thus well ahead of runner-up Dr. Mathias Döpfner (Springer) with 1.7 points and Guillaume Faury (Airbus) in third place with 1.1 points.

Responsibility Excellence: Herbert Diess (Volkswagen) 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, Herbert Diess (Volkswagen) came in first in the responsibility ranking. 26% of the response from the Volkswagen CEO related to social responsibility topics. Here, his reader activation was 42, which corresponds to a very strong interaction level. The tonality was rather average, with significantly more positive than negative sentiments. Overall, Diess' Responsibility Index thus scored 3.0 points. Carsten Knobel (Henkel) followed in second place with 2.7 points, and Oliver Zipse (BMW) in third place with 1.9 points.

Investor Excellence: Olaf Koch (Metro) 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.

In March, the .companion metrics bot identified Metro as the top communicator for investors: CEO Olaf Koch achieved the best score of 4.2. 83% of his mentions were related to the financial environment. That's 1.2 times the average. His reader activation was very strong, at 110.0, and his tone was very weak, with similar amounts of positive and negative sentiment. He is followed in second and third place by Stefan Schulte (Fraport) with 3.1 and Matthias Zachert (Lanxess) with 2.3 points.


Source information:
Measured 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.