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 November 2020: 26% more mentions of DAX and MDAX managers
In November, the .companion metrics bot found 26% more CEO mentions than the average for the previous months. Overall, 80% of CEO Echo was generated by online editorial content, with social media accounting for 20%. Overall, CEO Echo content activated its readers 4% more frequently in November than previously.
Of the mentions of all DAX/MDAX CEOs, 58% took place in the context of financial news. In contrast, 42% had a content context more suitable for setting themes and influencing reputations. Overall, the digital media response to top appointees had a strong coloration, with similar amounts of positive and negative tone.
Footprint: Herbert Diess (Volkswagen) dominates 18% 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 18% and thus the largest footprint of all board members. In second and third place this month were Carsten Spohr (Lufthansa) with 13% and Oliver Zipse (BMW) with 11% share of all mentions. Diess' echo was 58% not in the financial context and was thus more suitable than average for setting topics and content. 60% of the Volkswagen CEO's echo came from editorial media, 40% from social media. Content that mentioned Diess generated 15 interactions per mention. This represents very strong reader activation (7th among all CEOs). Overall, 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: Deutsche Bank's Christian Sewing puts the best content in editorial offices
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 Sewing (Deutsche Bank) was ranked first last month. Before the paywall, 54% of his digital echo had a content context beyond business figures. His content showed 280 interactions per mention, which corresponds to a very strong reader activation. In addition, the texts had a weak tonality with more negative than positive colorations. As a result, the response to Deutsche Bank's chief executive scores 3.1 points. Dr. Mathias Döpfner (Springer) follows in second and third place in Communication Excellence with 2.8 points and Markus Steilemann (covestro) with 2.2 points.
Social Excellence: Markus Steilemann (covestro) 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, Markus Steilemann (covestro) leads the rankings with 2.0 points. The echo of Markus Steilemann was 30% "social", his reader activation with 1 reactions to a mention very weak; the emotional coloring of his mentions was 83% positive. He was thus ahead of runner-up Herbert Diess (Volkswagen) with 1.6 points and Martin Brudermüller (BASF) in third place with 1.3 points.
Responsibility Excellence: Carsten Knobel (Henkel) 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, Carsten Knobel (Henkel) came in first in the responsibility ranking. The Henkel CEO's response was 82% related to social responsibility topics. Here, his reader activation was 1, which corresponds to a weak interaction level. Tonality was very strong, with significantly more positive than negative sentiments. Overall, Knobel's Responsibility Index thus scored 2.7 points. Herbert Diess (Volkswagen) followed in second place with 2.0 points, and Stefan Schulte (Fraport) in third place with 1.6 points.
Investor Excellence: Carsten Knobel (Henkel) 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.
The .companion metrics bot identified Henkel as the top communicator for investors in November: CEO Carsten Knobel achieved the best score of 3.7. 81% of his mentions were related to the financial environment. That's 1.2 times the average. His reader activation was very weak, at 0.1, and the tone was very strong, with significantly more positive sentiment than negative. He is followed in second and third place by Rolf Eberhard Buch (Vonovia) with 2.4 and Reinhard Ploss (Infineon) with 1.7 points.