Key figure bot: The CEO echo in September 2019 - automatically interpreted

CEO Echo companion

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 39% more CEO mentions than average. Reader activation around mentions was 7% higher than previous averages in September. The overall tone of CEO echoes was negative in September, with more negative than positive colorations. The share of CEO mentions in free online editorial was 67%. Of the mentions of all DAX/MDAX CEOs, 48% took place in the context of financial news. In contrast, 52% 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 September, Herbert Diess (Volkswagen) received the most media attention. He had a Share of Voice of 33% and thus the largest footprint in the CEO echo. In second and third place this month are Ola Källenius (Daimler) with 11% and Guido Kerkhoff (thyssenkrupp) with 9% share of all mentions.

The mentions of Volkswagen CEO Diess showed a negative tonality on balance, and a corresponding effect on reputation is likely. His echo did not take place in the financial context in 61% of cases and was thus suitable for setting topics and content on average. With this positioning potential, Diess ranked 12th among all CEOs. The content mentions of Volkswagen CEO Diess had a negative tonality with a strong reader activation. A corresponding image effect can be assumed.

Communication Excellence: Rice Powell (Fresenius Medical Care) has the strongest content media response

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.

Rice Powell (Fresenius Medical Care) ranked first in September with 7.4 points. His mentions had a content context 57% of the time. Readers of this content were activated to 143 interactions per mention. The overall emotional tone of these mentions of Fresenius Medical Care's chief executive was positive. Björn Gulden (Puma) came second and third in Communication Excellence with 3.2 points and Ralf W. Dieter (Dürr) with 2.7 points.

Social excellence: Rice Powell (Fresenius Medical Care) with the most impactful 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, Rice Powell (Fresenius Medical Care) led the ranking with 11.6 points. He was well ahead of Ralf W. Dieter (Dürr) with 3.4 points and Björn Gulden (Puma) with 3.3 points. Powell 's echo was 45% "social", his reader activation very strong with 178 reactions to one mention; the sentiment of his mentions was 35% positive. The echo on Ralf W. Dieter was 76% "social" with a very weak reader activation of 0.5, the echo on Björn Gulden took place 31% in social media and generated a rather average reader activation of 4 reactions per mention.

Responsibility Excellence: Michael Zahn (Deutsche Wohnen) with best response on social responsibility

Many corporate CEOs want to actively position themselves as leaders in the environment of social responsibility, environmental protection or other sustainable development goals of the UN. Our Reponsibility Index shows whether they have succeeded in doing so. For it, the metrics bot interprets only those mentions that took place in the context of social responsibility.

In September, Michael Zahn (Deutsche Wohnen) took first place in the Responsibility ranking with 4.4 points. He was ahead of Joe Kaeser (Siemens) with 3.6 points and Mark Langer (Hugo Boss) with 3.4 points. The Deutsche Wohnen CEO's response was 67% "responsible" and neutral in color. His reader activation was 54, which corresponds to a very strong interaction level.

Investor Excellence: Bernd Scheifele (HeidelbergCement) with best financial echo

CEO mentions in the context of balance sheet figures offer little scope for setting substantive accents. But it is also possible to set goals and demonstrate leadership quality in the IR environment. In this environment, the KPI bot determines which CEOs were mentioned and how well, and forms an index for investor communication. The top communicator for investors this month was Bernd Scheifele. 30% of his mentions included statements on goals and strategy, which is 0.5 times as many as the average. His reader activation was 27.5, and the tone was positive.