Key Performance Indicator Bot: The CEO echo in March 2019 - automatically interpreted

CEO Echo companion

The digital presence of DAX/MDAX managers - here the public ranking.

About the CEO Echo

The strategy and data consultancy .companion, which specializes in evaluating and organizing digital marketing, continuously examines the digital media response to all DAX and MDAX CEOs. Measurements are made using the market-leading media monitoring tool Talkwalker, which analyzes all content in German and English that is publicly accessible worldwide on websites, in forums and in social media. The data is analyzed and interpreted by an in-house metrics bot, which generates texts and content fully automatically from key figures.

The CEO-Echo is published monthly and can be subscribed with the companion newsletter Datafy here free of charge. Companies can have their own CEO included in the ranking and order a non-public evaluation for their own CEO-Echo. Please contact us for this purpose.

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CEO footprint: Herbert Diess (Volkswagen) with the largest share of total CEO echo

What share of the digital opinion market does a CEO or board chair occupy, voluntarily or involuntarily? The CEO footprint answers this question. It shows the share of a CEO in all mentions of DAX/MDAX managers.

In March, all group CEOs from the DAX and MDAX were mentioned 61% more frequently in the global digital media (global, English- and German-language) than in the previous month. Herbert Diess (Volkswagen) enjoyed the greatest digital attention. His CEO footprint comprises 29% of all mentions of top managers. By comparison, the average footprint of a DAX/MDAX CEO is only two percent. Christian Sewing (Deutsche Bank) follows in second and third place with 8% and Dieter Zetsche (Daimler) with 8%. In March, mentions of Herbert Diess were negatively colored, while the digital response to Christian Sewing was more neutral and to Dieter Zetsche more neutral.

Echo efficiency: Michael Zahn (Deutsche Wohnen) has the most efficient media echo in DAX/MDAX

How large is the CEO footprint in relation to the material possibilities that a company can use to position its own boss in the opinion market? Echo Efficiency provides the answer to this question. companion's metrics bot puts the digital mentions of corporate CEOs in relation to the size of the company.

According to this criterion, Michael Zahn (Deutsche Wohnen) was the top performer in March with 286 points. His media response was in the best proportion to the performance of his own company. Dr. Markus Braun (Wirecard) follows in second place with 270 points, and Dr. Mathias Döpfner (Springer) in third place with 92 points. Michael Zahn 's CEO echo was characterized by above-average mentions in digital media from editorial departments and a rather average reader activation. The proportion of editorial mentions was below average for Dr. Markus Braun and well below average for Dr. Mathias Döpfner. The mentions of Dr. Markus Braun generated weak reader activation, those of Dr. Mathias Döpfner rather average.

Social Excellence: Kasper Rorsted (adidas) with the most effective social media echo

"Social is not an end in itself. But if you want to have an impact on opinion leaders (influencers) outside the editorial offices or on consumers and digital elites who are not easily reached by the mass media, you have to be mentioned as frequently and effectively as possible in social media. The Social Excellence Index expresses whether this is successful. The bot uses Talkwalker data to calculate how large the share of social media mentions is and how well they were able to prompt readers to respond.

In March, Kasper Rorsted (adidas) had the best Social Excellence Index of all DAX/MDAX CEOs with 44 points. This put him well ahead of Bill McDermott (SAP) with 30 points and Joe Kaeser (Siemens) with 18 points. The response to Kasper Rorsted was 41% "social", and his reader activation was very strong with 26 reactions to a mention. The echo on Bill McDermott was 51% "social" with a very strong reader activation of 14, the echo on Joe Kaeser took place 41% in social media and generated a strong reader activation of 11 reactions per mention.

Image impact: CEO echo on Werner Baumann (Bayer) has the strongest image impact

Our index for image impact shows how strongly a media echo can affect reputation. The index bot interprets how often positive or negative coloring terms appear in the environment of the CEO mention. The more frequently, the more likely a positive or negative impact on the reputation of the CEO and the company.

In March, mentions of Werner Baumann (Bayer) have the greatest potential for image impact. 46% of his digital echo was explicitly opinion-forming and, on balance, negatively colored. Stephan Sturm (Fresenius) follows in second place with an impact potential of 38% emotionally colored mentions and a positive echo. Markus Steilemann of covestro follows in third place with 29% explicit opinion-forming mentions, which were positively colored in total.