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.
Order your individual evaluation about your company here!
CEO echo in August 2020: 46% fewer mentions of DAX and MDAX managers
Last month, the .companion metrics bot found 46% fewer CEO mentions than the average for recent months. Overall, 82% of CEO Echo was generated by online editorial content, while social media accounted for 18%. Overall, CEO Echo content activated its readers 13% less in August than previously.
61% of the mentions of all DAX/MDAX CEOs took place in the context of financial news. By contrast, 39% had a content context that is more suitable for setting topics and influencing reputations. Overall, the digital media response to the top appointees had a rather average coloring, with a similar amount of positive and negative tonality.
Footprint: Herbert Diess (Volkswagen) dominates 11% 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 August, Herbert Diess (Volkswagen) received the most media attention. He had a share of voice of 11% and thus the largest footprint of all board members. In second and third place this month were Carsten Spohr (Lufthansa) with 10% and Dr. Markus Braun (Wirecard) with 8% share of all mentions. This echo took place to 81% not in the financial context and was suitable thus above average for setting topics and contents. 69% of the Volkswagen CEO's echo came from editorial media, 31% from social media. Content that mentioned Diess generated 9 interactions per mention. This equates to strong reader activation (5th among all CEOs). In total, the content mentions of Herbert Diess showed a rather average coloring with a tonality that was more often positive than negative. A corresponding image effect can be assumed.
Communication Excellence: BMW sets content best in editorial departments with Harald Krüger
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 August, Harald Krüger (BMW) was ranked first. Before the paywall, 80% of his digital echo had a content context beyond business figures. His content showed 22 interactions per mention, which corresponds to a very strong reader activation. In addition, the texts had a weak tonality with significantly more negative than positive colorations. As a result, the response to BMW's boss scored 2.7 points. Martin Brudermüller (BASF) follows in second and third place in Communication Excellence with 2.2 points and Herbert Diess (Volkswagen) with 2.0 points.
Social Excellence: Herbert Diess (Volkswagen) 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, Herbert Diess (Volkswagen) leads the rankings with 2.1 points. The Volkswagen CEO's response was 31% "social," his reader activation strong with 12 reactions to a mention; the tone of his mentions was 10% positive. He was thus ahead of runner-up Rolf Martin Schmitz (RWE) with 1.6 points and Christian Klein (SAP) in third place with 1.4 points.
Responsibility Excellence: Michael Zahn (Deutsche Wohnen) 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.
In August, Michael Zahn (Deutsche Wohnen) came in first in the responsibility ranking. The response of the Deutsche Wohnen CEO was 41% related to social responsibility topics. Here, his reader activation was 0.1, which corresponds to a very weak interaction level. Tonality was strong, with significantly more positive sentiment than negative. Overall, Zahn's Responsibility Index thus scored 2.7 points. Herbert Diess (Volkswagen) followed in second place with 2.1 points, and Rolf Buch (Vonovia) in third place with 1.7 points.
Investor Excellence: Dr. Thomas Olemotz (Bechtle) 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 builds an investor communication index.
In August, the .companion metrics bot identified Bechtle as the top communicator for investors: CEO Dr. Thomas Olemotz achieved the best score with 3.4. 94% of his mentions related to the financial environment, which is 1.3 times the average. His reader activation was very weak, at 0.1, and the tone was rather average, with significantly more positive sentiment than negative. He is followed in second and third place by Oliver Bäte (Allianz) with 2.9 and Rolf Buch (Vonovia) with 2.6 points.