The digital presence of DAX/MDAX managers - here the public ranking.
About the CEO Echo
The strategy and data consultancy .companion, specializing in the evaluation and organization of 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. Analysis and interpretation of the data is handled by an in-house key figure 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 free of charge. 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.
Order your individual evaluation!
CEO footprint: Herbert Diess (Volkswagen) with the largest share of total CEO echo
What share of the digital opinion market does a CEO or board chair occupy, voluntarily or involuntarily? The CEO footprint answers this question. It shows the share of a CEO in all mentions of DAX/MDAX managers.
In December, all group CEOs from the DAX and MDAX were mentioned 8% less frequently in the global digital media (global, English- and German-language) than in the previous month. Herbert Diess (Volkswagen) enjoyed the greatest digital attention. His CEO footprint comprises 31% of all mentions of top managers. By comparison, the average footprint of a DAX/MDAX CEO is only two percent. Dieter Zetsche (Daimler) follows in second and third place with 17% and Werner Baumann (Bayer) with 5%. In December, mentions of Herbert Diess tended to be neutrally colored and those of Dieter Zetsche and Werner Baumann more neutral and negative.
Echo efficiency: Michael Zahn (Deutsche Wohnen) has the most efficient media echo in DAX/MDAX
How large is the CEO footprint in relation to the material possibilities that a company can use to position its own boss in the opinion market? Echo Efficiency provides the answer to this question. companion's metrics bot puts the digital mentions of corporate bosses in relation to the size of the company.
According to this criterion, Michael Zahn (Deutsche Wohnen) is the top performer in December with 154 points. His media resonance was in the best proportion to the performance of his own company. Rolf Buch (Vonovia) follows in second place with 74 points, and Dr. Markus Braun (Wirecard) in third place with 70 points. Michael Zahn 's CEO echo was characterized by significantly above-average mentions in digital media from editorial departments as well as rather average reader activation. The proportion of editorial mentions was well above average for Rolf Buch and well below average for Dr. Markus Braun. The mentions of Rolf Buch generated weak reader activation, and those of Dr. Markus Braun even very weak.
Social Excellence: Bill McDermott (SAP) 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 (influencers) outside the editorial offices or on consumers and digital elites who are not easily reached by the mass media, you have to be mentioned as frequently and effectively as possible in social media. The Social Excellence Index expresses whether this is successful. The bot uses Talkwalker data to calculate the proportion of social media mentions and how well they were able to get readers to respond. In December, Bill McDermott (SAP) had the best Social Excellence Index of all DAX/MDAX CEOs with 104 points. This put him well ahead of Herbert Diess (Volkswagen) with 20 points and Tim Höttges (Telekom) with 20 points. The response to Bill McDermott was 69% "social," and his reader activation was very strong with 37 reactions to a mention. The response to Herbert Diess was 25% "social" with very strong reader activation, while the response to Tim Höttges was 70% on social media and generated rather average reader activation.
Image impact: CEO echo on Oliver Bäte (Allianz) has the strongest image impact
Our index for image impact shows how strongly a media echo can affect reputation. The index bot interprets how often positive or negative coloring terms appear in the environment of the CEO mention. The more frequent, the more likely a positive or negative impact on CEO and company reputation.
In December, mentions of Oliver Bäte (Allianz) have the greatest potential for image impact. 50% of his digital echo was explicitly opinionated and, on balance, negatively colored. Werner Baumann (Bayer) follows in second place with an impact potential of 37% emotionally colored mentions and a negative echo. In third place comes Olaf Koch from Metro with 32% explicit opinion-forming mentions, which were positively colored on balance.