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 May 2020: 18% more mentions of DAX and MDAX managers
Last month, the .companion metrics bot found 18% more CEO mentions than the average for recent months. Overall, 69% of CEO Echo was generated by online editorial content, while social media accounted for 31%. Overall, CEO Echo content activated its readers 6% less in May than previously.
60% of mentions of all DAX/MDAX CEOs took place in the context of financial news. By contrast, 40% 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 similar amounts of positive and negative tonality.
Footprint: Herbert Diess (Volkswagen) dominates 23% 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 May, Herbert Diess (Volkswagen) received the most media attention. He had a share of voice of 23% and thus the largest footprint of all board members. In second and third place this month were Carsten Spohr (Lufthansa) with 14% and Dr. Markus Braun (Wirecard) with 11% share of all mentions. This echo took place to 63% not in the financial context and was suitable thus above average for setting topics and contents. 50% of the Volkswagen CEO's echo came from editorial media, 50% from social media. Content that mentioned Diess generated 9 interactions per mention. This equates to strong reader activation (12th among all CEOs). In total, the content mentions of Herbert Diess showed a strong coloring with a tonality that was clearly more often negative than positive. A corresponding image effect can be assumed.
Communication Excellence: Hugo Boss sets content best in editorial departments with Mark Langer
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.
In May, Mark Langer (Hugo Boss) was ranked first. Before the paywall, 56% of his digital echo had a content context beyond business figures. His content showed 192 interactions per mention, which corresponds to a very strong reader activation. In addition, the texts had a very weak tonality with similar amounts of positive and negative coloration. As a result, the response to the boss of Hugo Boss scores 4.1 points. In second and third place in Communication Excellence are Kasper Rorsted (adidas) with 2.0 points and Martin Brudermüller (BASF) with 1.4 points.
Social Excellence: Rice Powell (Fresenius Medical Care) 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, Rice Powell (Fresenius Medical Care) leads the rankings with a score of 2.0. Powell 's response was 33% "social," his reader activation weak with 1 reaction to a mention; the sentiment of his mentions was 93% positive. He was thus ahead of runner-up Kasper Rorsted (adidas) with 1.6 points and Dr. Frank Appel (DPDHL) in third place with 1.6 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 the responsibility ranking in May. The Continental CEO's response was 76% related to social responsibility topics. Here, his reader activation was 29, which corresponds to a very strong interaction level. Tonality was strong, with significantly more positive sentiment than negative. Overall, Degenhart's Responsibility Index thus scored 3.2 points. Johannes Teyssen (E.ON) followed in second place with 2.5 points, and Markus Steilemann (covestro) in third place with 2.2 points.
Investor Excellence: Rice Powell (Fresenius Medical Care) 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 a top communicator for investors, the .companion metrics bot determined Fresenius Medical Care in May: CEO Rice Powell scored the best with 5.0. 81% of his mentions were related to the financial environment, 1.1 times the average. His reader activation was very weak, at 0.0, and the tone was very strong, with significantly more positive sentiment than negative. He is followed in second and third place by Elmar Degenhart (Continental) with 4.0 and Dr. Heinz Jörg Fuhrmann (Salzgitter) with 3.0 points.