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 Meltwater. 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.
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CEO echo in May 2021: 22% more mentions of DAX and MDAX managers
Last month, the .companion metrics bot found 22% more CEO mentions than the previous months' average. Overall, 80% of CEO Echo was generated by online editorial content, with social media accounting for 20%. Overall, CEO Echo content activated its readers 30% more often in May than before.
75% of the mentions of all DAX/MDAX CEOs took place in the context of financial news. In contrast, 25% had a content context that was more suitable for setting topics and influencing reputations. Overall, the digital media response to the top appointees had a strong coloration, with more positive than negative tone.
Footprint: Herbert Diess (Volkswagen) dominates 13% 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 May, Herbert Diess (Volkswagen) received the most media attention. He had a share of voice of 13% and thus the largest footprint of all board members. In second and third place this month were Carsten Spohr (Lufthansa) with 7% and Oliver Zipse (BMW) with 7% share of all mentions. Diess' echo was 52% not in the financial context and was thus more suitable than average for setting topics and content. 58% of the Volkswagen CEO's echo came from editorial media, 42% from social media. Content that mentioned Diess generated 15 interactions per mention. This represents very strong reader activation (8th among all CEOs). In total, the content mentions of Herbert Diess showed a strong coloring with a tonality that was more often negative than positive. A corresponding image effect can be assumed.
Communication Excellence: Siemens Energy sets content best in editorial offices with Christian Bruch
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.
Christian Bruch (Siemens Energy) was ranked first in May. Before the paywall, 58% of his digital echo had a content context beyond business figures. His content showed 60 interactions per mention, which corresponds to a very strong reader activation. In addition, the texts had a rather average tonality with significantly more positive than negative colorations. As a result, the response to the head of Siemens Energy scores 3.4 points. In second and third place in Communication Excellence come Herbert Diess (Volkswagen) with 1.7 points and Stephan Sturm (Fresenius) with 1.7 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 2.8 points. The Volkswagen CEO's response was 42% "social", his reader activation rather average with 7 reactions to a mention; the tone of his mentions was 10% positive. He was thus well ahead of runner-up Rolf Eberhard Buch (Vonovia) with 1.3 points and Bernd Montag (Siemens Healthineers) in third place with 1.2 points.
Responsibility Excellence: Gordon Riske (Kion) 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.
Gordon Riske (Kion) saluted us from first place in the responsibility ranking in May. The Kion CEO's response was 39% related to social responsibility topics. Here, his reader activation was 144, which represents a very strong interaction level. Tonality was very weak, with significantly more positive sentiment than negative. Overall, Riske's Responsibility Index thus scored 2.9 points. Martin Brudermüller (BASF) followed in second place with 2.3 points, and Christian Bruch (Siemens Energy) in third place with 2.0 points.
Investor Excellence: Martin Brudermüller (BASF) with best financial echo
CEO mentions in the context of balance sheet figures offer little scope for setting content-related accents, but are crucial for building investor confidence. In this environment, the KPI bot determines which CEOs were mentioned and how well, and forms an index for investor communication.
In May, the .companion metrics bot identified BASF as the top communicator for investors: CEO Martin Brudermüller achieved the best score of 2.9. 62% of his mentions related to the financial environment. That's about as many as the average. His reader activation was very strong at 75.7, and the tone was strong, with significantly more positive sentiment than negative. He is followed in second and third place by Michael Zahn (Deutsche Wohnen) with 2.2 and Stefan Schulte (Fraport) with 1.8 points.
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Source information:
Measured globally, with the help of the market-leading monitoring tool Meltwater. All content in German and English that is publicly accessible on websites, in forums and in social media is analyzed worldwide. The text and content of the CEO echo are generated fully automatically by the companion metrics bot.