About the CEO Echo
.companion specializes in digital evaluation and organization of communication and marketing. We continuously analyze and interpret the digital media response to all DAX and MDAX CEOs. We use 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).
The data is analyzed and interpreted by an in-house key figure bot, which processes the data on a monthly basis and generates this text fully automatically. The key figure bot also generates individual evaluations on request.
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CEO echo in May 2021: 22% more mentions of DAX and MDAX managers
Last month, the .companion metrics bot found 22% more CEO mentions than on average in recent months. A total of 80% of the CEO echo was generated by editorial online content, with social media accounting for 20%. Overall, the content of the CEO echo activated its readers 30% more frequently in May than before.
Of all DAX/MDAX CEOs, 75% were mentioned in the context of financial news. In contrast, 25% had a content context, which is better suited to setting topics and influencing reputation. Overall, the digital media response to the top employees had a strong coloration, with more positive than negative tonality.
Footprint: Herbert Diess (Volkswagen) dominates 13% of the total CEO echo
What share does a DAX/MDAX CEO have in the overall CEO echo, whether voluntary or involuntary? The CEO footprint answers this question.
In May, Herbert Diess (Volkswagen) received the most media attention. He had a share of voice of 13% and therefore the largest footprint of all board members. Carsten Spohr (Lufthansa) followed in second and third place this month with 7% and Oliver Zipse (BMW) with 7% of all mentions. 52% of Diess' echo did not take place in a financial context and was therefore more suitable than average for setting topics and content. 58% of the Volkswagen CEO's echo came from editorial media and 42% from social media. Content that mentioned Diess generated 15 interactions per mention. This corresponds to very strong reader activation (8th place of all CEOs). Overall, the content mentions of Herbert Diess showed a strong coloration with a tonality that was more often negative than positive. A corresponding image effect can be assumed.
Communication Excellence: Siemens Energy sets the best content in editorial offices with Christian Bruch
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 Communication Excellence ranking.
Christian Bruch (Siemens Energy) was in first place in May. Before the paywall, 58% of his digital echo had a content context beyond business figures. His content showed 60 interactions per mention, which corresponds to very strong reader activation. In addition, the texts had a rather average tonality with significantly more positive than negative colorations. As a result, the response to the head of Siemens Energy scored 3.4 points. Herbert Diess (Volkswagen) and Stephan Sturm (Fresenius ) followed in second and third place for Communication Excellence with 1.7 points and 1.7 points respectively.
Social excellence: Herbert Diess (Volkswagen) with the best social media response
"Social" is not an end in itself. However, 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, Herbert Diess (Volkswagen) took first place in the ranking with 2.8 points. The response of the Volkswagen CEO was 42% "social", his reader activation was rather average with 7 reactions to a mention; the tonality of his mentions was 10% positive. This put him well ahead of second-placed Rolf Eberhard Buch (Vonovia) with 1.3 points and Bernd Montag (Siemens Healthineers) in third place with 1.2 points.
Responsibility Excellence: Gordon Riske (Kion) 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 KPI bot only interprets the mentions that took place in this topic context.
In May, Gordon Riske (Kion) took first place in the responsibility ranking. 39% of the Kion CEO's responses related to social responsibility issues. Here, his reader activation was 144, which corresponds to a very high level of interaction. The tonality was very weak, with significantly more positive than negative sentiment. Overall, Riske's Responsibility Index scored 2.9 points. Martin Brudermüller (BASF) followed in second place with 2.3 points and Christian Bruch (Siemens Energy) in third place with 2.0 points.
Investor Excellence: Martin Brudermüller (BASF) 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 KPI bot determines which CEOs were mentioned how well and forms an index for investor communication.
In May, the .companion metrics bot identified BASF as the top communicator for investors: CEO Martin Brudermüller achieved the best score of 2.9. 62% of his mentions related to the financial environment. That is about as many as the average. His reader activation was very strong at 75.7. The tonality was strong, with significantly more positive than negative sentiment. He was followed in second and third place by Michael Zahn (Deutsche Wohnen) with 2.2 points and Stefan Schulte (Fraport) with 1.8 points.
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Source information:
Measurements are taken globally using the market-leading monitoring tool Meltwater. All content in German and English that is publicly accessible on websites, forums and social media is analyzed worldwide. The text and content of the CEO echo are generated fully automatically by the companion KPI bot.