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 October 2020: 16% fewer mentions of DAX and MDAX managers
In October, the .companion metrics bot found 16% fewer CEO mentions than the average for recent months. Overall, 78% of CEO Echo was generated by online editorial content, while social media accounted for 22%. Overall, CEO Echo content activated its readers 31% less in October than previously.
59% of mentions of all DAX/MDAX CEOs took place in the context of financial news. In contrast, 41% had a content context more suitable for setting themes and influencing reputations. Overall, the digital media response to the top appointees had a strong coloration, with more negative than positive tone.
Footprint: Herbert Diess (Volkswagen) dominates 12% 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 October, Herbert Diess (Volkswagen) received the most media attention. He had a share of voice of 12% and thus the largest footprint of all board members. In second and third place this month were Ola Källenius (Daimler AG) with 10% and Guillaume Faury (Airbus) with 10% share of all mentions. Diess' echo was 53% not in the financial context and was thus more suitable than average for setting topics and content. 63% of the Volkswagen CEO's echo came from editorial media, 37% from social media. Content that mentioned Diess generated 22 interactions per mention. This corresponds to very strong reader activation (6th place 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: BMW sets content best in editorial departments with Oliver Zipse
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, Oliver Zipse (BMW) was in first place. Before the paywall, 61% of his digital echo had a content context beyond business figures. His content showed 41 interactions per mention, which equates to 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 BMW's boss scored 2.6 points. Johannes Teyssen (E.ON) follows in second and third place in Communication Excellence with 2.3 points and Stefan Klebert (GEA Group) with 2.0 points.
Social Excellence: Niklas Östberg (Delivery Hero) 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 October, Niklas Östberg (Delivery Hero) leads the ranking with 2.1 points. Niklas Östberg 's response was 57% "social", his reader activation very weak with 0 reactions to a mention; the emotional coloring of his mentions was 86% positive. He was thus ahead of runner-up Herbert Diess (Volkswagen) with 1.8 points and Stefan Klebert (GEA Group) in third place with 1.4 points.
Responsibility Excellence: Oliver Zipse (BMW) 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, Oliver Zipse (BMW) came in first in the responsibility ranking. 20% of the BMW CEO's response related to social responsibility topics. Here, his reader activation was 70, which corresponds to a very strong interaction level. The tone was very strong, with significantly more positive sentiment than negative. Overall, Zipse's Responsibility Index thus scored 4.0 points. Carsten Spohr (Lufthansa) followed in second place with 2.0 points, and Johannes Teyssen (E.ON) in third place with 2.0 points.
Investor Excellence: Markus Steilemann (covestro) 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 covestro in October: CEO Markus Steilemann scored the best with 6.7. 66% of his mentions were related to the financial environment, which is 1.0 times the average. His reader activation was very strong at 98.6, and the tone was very strong, with more negative sentiment than positive. He is followed in second and third place by Niklas Östberg (Delivery Hero) with 2.7 and Thierry Bernard (QIAGEN) with 2.5.