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 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.
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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 June, all group CEOs from the DAX and MDAX were mentioned 61% less 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 18% of all mentions of top managers. By comparison, the average footprint of a DAX/MDAX CEO is only two percent. Carsten Spohr (Lufthansa) follows in second and third place with 7% and Dr. Mathias Döpfner (Springer) with 7%. In June, mentions of Herbert Diess were negatively colored, while the digital response to Carsten Spohr tended to be neutral and to Dr. Mathias Döpfner.
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 June with 924 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 243, and Maximilian Conze (ProSiebenSat1 Media) in third place with 138 points. Michael Zahn 's CEO echo was characterized by significantly above-average mentions in digital media from editorial departments as well as weak reader activation. The proportion of editorial mentions was well above average for Dr. Markus Braun and well above average for Maximilian Conze. The mentions of Dr. Markus Braun generated very weak reader activation, while those of Maximilian Conze also generated very weak reader activation.
Social Excellence: Björn Gulden (Puma) 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 June, Björn Gulden (Puma) had the best Social Excellence Index of all DAX/MDAX CEOs with 153 points. This put him well ahead of Dr. Joachim Wenning (Munich Re) with 54 points and Herbert Diess (Volkswagen) with 29 points. Björn Gulden's response was 46% "social," and his reader activation was very strong, with 80 reactions to a mention. The echo on Dr. Joachim Wenning was 92% "social" with a very strong reader activation of 14, the echo on Herbert Diess took place 43% in social media and generated a very strong reader activation of 16 reactions per mention.
Image impact: CEO echo on Björn Gulden (Puma) 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 June, mentions of Björn Gulden (Puma) have the greatest potential for image impact. 56% of his digital echo was explicitly opinion-forming and, on balance, negatively colored. Rolf Buch (Vonovia) follows in second place with an impact potential of 49% emotionally colored mentions and a negative echo. Elmar Degenhart of Continental follows in third place with 45% of mentions explicitly shaping opinion, which were positively colored in total.