The digital media response to all DAX and MDAX managers - here is the public ranking.
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.
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CEO Echo in November 2019: 15% more mentions of DAX and MDAX managers
In November, the .companion metrics bot found 15% more CEO mentions than the average of recent months. Overall, 72% of CEO Echo was generated by online editorial content, while social media accounted for 28%. Overall, CEO Echo content activated its readers 32% less in November than previously.
Of the mentions of all DAX/MDAX CEOs, 47% took place in the context of financial news. In contrast, 53% had a content context more suitable for setting themes and influencing reputations. Overall, the digital media response to the top appointees had a weak coloration, with similar amounts of positive and negative tone.
Footprint: Herbert Diess (Volkswagen) dominates 21% 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 November, Herbert Diess (Volkswagen) received the most media attention. He had a share of voice of 21% and thus the largest footprint of all board members. In second and third place this month were Carsten Spohr (Lufthansa) with 15% and Ola Källenius (Daimler) with 12% share of all mentions. This echo took place to 74% not in the financial context and was suitable thus above average for setting topics and contents. 59% of the Volkswagen CEO's echo came from editorial media, 41% from social media. Content that mentioned Diess generated 13 interactions per mention. This represents very strong reader activation (6th among all CEOs). Overall, the content mentions of Herbert Diess showed a rather average coloring with a tonality that was more often negative than positive. A corresponding image effect can be assumed.
Communication Excellence: Dürr sets content best in editorial departments with Ralf W. Dieter
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.
Ralf W. Dieter (Dürr) was ranked first last month. Before the paywall, 83% of his digital echo had a content context beyond business figures. His content showed 32 interactions per mention, which equates to very strong reader activation. In addition, the texts had a strong tonality with significantly more positive than negative colorations. As a result, the response to Dürr's boss scored 3.8 points. In second and third place in Communication Excellence come Werner Baumann (Bayer) with 1.6 points and Guillaume Faury (Airbus) with 1.5 points.
Social Excellence: Stephan Sturm (Fresenius) 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.
In November, Stephan Sturm (Fresenius) leads the ranking with 1.6 points. Stephan Sturm 's response was 50% "social", his reader activation rather average with 7 reactions to a mention; the emotional coloring of his mentions was 10% positive. He was thus ahead of runner-up Ola Källenius (Daimler) with 1.4 points and Ralf W. Dieter (Dürr) in third place with 1.3 points.
Responsibility Excellence: Markus Steilemann (covestro) 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.
Last month, Markus Steilemann (covestro) came in first in the responsibility ranking. The covestro CEO's response was 94% related to social responsibility topics. Here, his reader activation was 0.3, which corresponds to a very weak interaction level. The tonality was strong, with significantly more positive than negative sentiments. Overall, Steilemann's Responsibility Index thus scored 3.9 points. Herbert Diess (Volkswagen) followed in second place with 2.8 points, and Ola Källenius (Daimler) in third place with 1.4 points.
Investor Excellence: Olaf Koch (Metro) 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.
As the top communicator for investors, the .companion metrics bot determined a score of 3.7 for Olaf Koch in November. 70% of his mentions were related to the financial environment, which is 1.1 times the average. His reader activation was very strong at 37.0, and his tone was weak, with significantly more negative sentiment than positive. He is followed in second and third place by Tim Höttges (Telekom) with 3.2 and Markus Steilemann (covestro) with 3.1 points.