The digital media response to all DAX and MDAX managers - here is the public ranking.
About the CEO Echo
The strategy and data consultancy .companion, which specializes in evaluating and organizing 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. The data is analyzed and interpreted by an in-house metrics 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. 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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Last month, the .companion metrics bot detected 48% fewer CEO mentions than average. Reader activation around mentions was 3% higher than previous averages in August. The overall tone of CEO echo was neutral in August, with similar amounts of positive and negative coloration. The share of CEO mentions in free editorial online content was 72%. Of the mentions of all DAX/MDAX CEOs, 62% took place in the context of financial news. In contrast, 38% had a content context in which a topic can be set and reputation influenced.
Footprint: Herbert Diess (Volkswagen) with the largest share 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 in the CEO echo. In second and third place this month were Kasper Rorsted (adidas) with 8% and Dr. Mathias Döpfner (Springer) with a 7% share of all mentions. The mentions of the head of Volkswagen showed a neutral tone on balance, a corresponding effect on reputation is likely. 50% of his echoes did not take place in a financial context and were thus more suitable than average for setting topics and content. With this positioning potential, Herbert Diess ranked 10th among all CEOs. The content mentions of Volkswagen CEO Diess had a negative tonality with a very strong reader activation. A corresponding image effect can be assumed.
Communication Excellence: Björn Gulden (Puma) has the strongest media response in terms of content
Active communication aims to set topics and build a targeted reputation through good media work. This succeeds when mentions are linked to content rather than business figures and at the same time trigger a positive and strong response. Whether this goal has been achieved is answered by the key figure bot with the ranking list for comms excellence.
In August, Björn Gulden (Puma) was ranked first with 13 points. 72% of his mentions had a content context. Readers of this content were activated to 10 interactions per mention. The overall sentiment of these mentions of Puma CEO Gulden was positive. In second and third place for Communication Excellence were Joe Kaeser (Siemens) with 5 points and Rolf Martin Schmitz (RWE) with 4 points.
Social Excellence: Björn Gulden (Puma) 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 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, Björn Gulden (Puma) led the ranking with 24 points. He was thus well ahead of Bernd Montag (Siemens Healthineers) with 17 points and Bill McDermott (SAP) with 10 points. The echo of the Puma CEOS was 59% "social", his reader activation with 5 reactions to a mention rather average; the tonality of his mentions was 33% positive. The response to Bernd Montag was 31% "social" with a rather average reader activation of 8; the response to Bill McDermott was 61% on social media and generated a rather average reader activation of 4 reactions per mention.