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 September 2020: 27% fewer mentions of DAX and MDAX managers
Last month, the .companion metrics bot found 27% fewer CEO mentions than the average for recent months. Overall, 64% of CEO Echo was generated by online editorial content, while social media accounted for 36%. Overall, CEO Echo content activated its readers 37% less in September than previously.
43% of mentions of all DAX/MDAX CEOs took place in the context of financial news. In contrast, 57% 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 tone.
Footprint: Herbert Diess (Volkswagen) dominates 24% 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 September, Herbert Diess (Volkswagen) received the most media attention. He had a share of voice of 24% and thus the largest footprint of all board members. In second and third place this month were Dr. Mathias Döpfner (Springer) with 12% and Ola Källenius (Daimler) with 9% share of all mentions. This echo took place to 65% not in the financial context and was suitable thus on the average for setting topics and contents. 55% of the Volkswagen CEO's echo came from editorial media, 45% from social media. Content that mentioned Diess generated 13 interactions per mention. This represents very strong reader activation (4th 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: Daimler sets content best in editorial departments with Ola Källenius
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 September, Ola Källenius (Daimler) was ranked first. Before the paywall, 76% of his digital echo had a content context beyond business figures. His content showed 9 interactions per mention, which corresponds to strong reader activation. In addition, the texts had a strong tonality with significantly more positive than negative colorations. As a result, the response to Daimler's boss scored 2.2 points. Herbert Diess (Volkswagen) follows in second and third place in Communication Excellence with 1.8 points and Tim Höttges (Telekom) with 1.8 points.
Social Excellence: Ola Källenius (Daimler) 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, Ola Källenius (Daimler) leads the rankings with 2.5 points. The Daimler CEO's response was 43% "social," his reader activation very strong with 14 reactions to a mention; the tone of his mentions was 45% positive. He was thus well ahead of runner-up Rolf Martin Schmitz (RWE) with 1.4 points and Herbert Diess (Volkswagen) in third place with 1.3 points.
Responsibility Excellence: Guillaume Faury (Airbus) 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.
Guillaume Faury (Airbus) saluted us from first place in the responsibility ranking in September. The Airbus CEO's response was 31% related to social responsibility topics. Here, his reader activation was 19, which corresponds to a very strong interaction level. Tonality was weak, with significantly more positive sentiment than negative. Overall, Faury's Responsibility Index thus scored 3.4 points. Rolf Martin Schmitz (RWE) followed in second place with 2.3 points, and Martin Brudermüller (BASF) in third place with 2.2 points.
Investor Excellence: Ralph Dommermuth (United Internet) with best financial echo
CEO mentions in the context of balance sheet figures offer little scope for setting substantive accents, but are crucial for building investor confidence.
In this environment, the metrics bot determines which CEOs were mentioned and how well, and forms an index for investor communication.
In September, the .companion metrics bot identified United Internet as the top communicator for investors: CEO Ralph Dommermuth scored the best with 5.3. 71% of his mentions were related to the financial environment, which is 1.4 times the average. His reader activation was very strong, at 143.8, and his tone was very weak, with similar amounts of positive and negative sentiment. He is followed in second and third place by Oliver Bäte (Allianz) with 2.5 and Rolf Buch (Vonovia) with 2.4 points.