The digital presence of DAX/MDAX managers - here the public ranking.
About the CEO Echo
The strategy and data consultancy .companion, specializing in the evaluation and organization of 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 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 January, all group CEOs from the DAX and MDAX were mentioned 11% 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 18% of all mentions of top managers. By comparison, the average footprint of a DAX/MDAX CEO is only two percent. Tom Enders (Airbus) follows in second and third place with 18% and Dieter Zetsche (Daimler) with 9%. In January, mentions of Herbert Diess tended to be neutrally colored and those of Tom Enders were negative, while those of Dieter Zetsche tended to be neutral.
Echo efficiency: Ralph Dommermuth (United Internet) 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 bosses in relation to the size of the company.
According to this criterion, Ralph Dommermuth (United Internet) is the top performer in January with 295 points. His media resonance was in the best proportion to the performance of his own company. Michael Zahn (Deutsche Wohnen) follows in second place with 113, and Dr. Mathias Döpfner (Springer) in third place with 63 points. Ralph Dommermuth 's CEO echo was characterized by above-average mentions in digital media from editorial departments and rather average reader activation. The proportion of editorial mentions was well above average for Michael Zahn and well below average for Dr. Mathias Döpfner. The mentions of Michael Zahn generated strong reader activation, those of Dr. Mathias Döpfner rather average.
Social Excellence: Werner Baumann (Bayer) 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 the proportion of social media mentions and how well they were able to get readers to respond. In January, Werner Baumann (Bayer) had the best Social Excellence Index of all DAX/MDAX CEOs with 385 points. This put him well ahead of Dieter Zetsche (Daimler) with 77 points and Tom Enders (Airbus) with 32 points. The response to Werner Baumann was 55% "social," and his reader activation was very strong, with 171 reactions to one mention. The echo on Dieter Zetsche was 66% "social" with a very strong reader activation of 29, the echo on Tom Enders took place 70% in social media and generated a strong reader activation of 11 reactions per mention.
Image impact: CEO echo on Björn Gulden (Puma) has the strongest image impact
How strongly a media echo can affect reputation is shown by our index for image impact The index bot interprets how often positive or negative coloring terms appear in the environment of the CEO mention. The more frequent, the more likely a positive or negative impact on CEO and company reputation.
In January, mentions of Björn Gulden (Puma) had the greatest potential for image impact. 58% of his digital echo was explicitly opinionated and, on balance, positively colored. Kasper Rorsted (adidas) follows in second place with an impact potential of 43% emotionally colored mentions and a negative echo. Tim Höttges of Telekom follows in third place with 41% explicit opinion-forming mentions, which were positively colored in total.