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. Analysis and interpretation of the data is handled by an in-house key figure bot, which generates texts and content fully automatically from key figures.
The CEO Echo is published monthly and can be subscribed to free of charge with the companion newsletter Datafy here. 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.
CEO footprint: Werner Baumann (Bayer) 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 April, all group CEOs from the DAX and MDAX were mentioned 27% less frequently in the global digital media (global, English- and German-language) than in the previous month. Werner Baumann (Bayer) enjoyed the greatest digital attention. His CEO footprint comprises 18% of all mentions of top managers. By comparison, the average footprint of a DAX/MDAX CEO is only two percent. Herbert Diess (Volkswagen) follows in second and third place with 14% and Christian Sewing (Deutsche Bank) with 10%. In April, Werner Baumann 's mentions were negatively colored and Herbert Diess ' were also negative, while Christian Sewing 's were 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 April with 960 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 340 points, and Dr. Mathias Döpfner (Springer) in third place with 78 points. Michael Zahn 's CEO echo was characterized by below-average mentions in digital media from editorial departments and rather average reader activation. The proportion of editorial mentions was rather average for Dr. Markus Braun and rather average for Dr. Mathias Döpfner. The mentions of Dr. Markus Braun generated weak reader activation, while those of Dr. Mathias Döpfner generated strong reader activation.
Social Excellence: Harald Krüger (BMW) 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 April, Harald Krüger (BMW) had the best Social Excellence Index of all DAX/MDAX CEOs with 40 points. This put him ahead of Kasper Rorsted (adidas) with 35 points and Ralph Dommermuth (United Internet) with 32 points. The response to Harald Krüger was 48% "social", and his reader activation was very strong with 20 reactions to a mention. The echo on Kasper Rorsted was 50% "social" with a very strong reader activation of 17, the echo on Ralph Dommermuth took place 23% in social media and generated a very strong reader activation of 34 reactions per mention.
Image impact: CEO echo on Reiner Winkler (MTU Aero Engines) 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 April, mentions of Reiner Winkler (MTU Aero Engines) had the greatest potential for image impact. 69% of his digital echo was explicitly opinion-forming and, on balance, strongly positively colored. In second place comes Dr. Joachim Wenning (Munich Re) with an impact potential of 58% emotionally colored mentions and one negative echo. In third place comes Olaf Koch of Metro with 33% of mentions that explicitly shaped opinion and had a positive overall impact.