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CEO echo in November 2021: 4% more mentions of DAX and MDAX managers
In November, the .companion metrics bot found 4% more CEO mentions than the average of recent months. Overall, 66% of CEO Echo was generated by online editorial content, while social media accounted for 34%. Overall, CEO Echo content activated its readers 10 times more frequently in November than previously.
51% of mentions of all DAX/MDAX CEOs took place in the context of financial news. In contrast, 49% had a content context better suited to setting themes and influencing reputations. Overall, the digital media response to the top appointees had a very strong coloration, with similar amounts of positive and negative tone.
Footprint: Herbert Diess (Volkswagen) dominates 33% of total CEO echo
What share of the total CEO echo does a DAX/MDAX boss have, whether voluntarily or involuntarily? This question is answered by the CEO footprint.
In November, Herbert Diess (Volkswagen) received the most media attention. He had a share of voice of 33% and thus the largest footprint of all board members. In second and third place this month were Carsten Spohr (Lufthansa) with 9% and Ola Källenius (Daimler AG) with 5% share of all mentions.
68% of Diess's echo did not take place in a financial context and was therefore more suitable than average for setting topics and content. 48% of the Volkswagen CEO's echo came from editorial media, 52% from social media.
Content that mentioned Diess generated 43 interactions per mention. This corresponds to very strong reader activation (32nd place among all CEOs).
In sum, Herbert Diess ' mentions of content showed a very strong colouration with a tonality that was more often negative than positive.
A corresponding image effect can be assumed.
Communication Excellence: Fraport sets content best in editorial departments with Stefan Schulte
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 indicator bot shows which DAX/MDAX companies succeed in this with the ranking for Communication Excellence.
Stefan Schulte (Fraport) was ranked first last month. Before the paywall, 33% of his digital echo had a content context beyond business figures. His content showed 134 interactions per mention, which corresponds to a very strong reader activation.
In addition, the texts had a very strong tonality with more negative than positive colorations.
As a result, the response to the head of Fraport scores 2.1 points.
In second and third place in the Communication Excellence are Nikolai Setzer (Continental) with 1.4 points and Joachim Wenning (Munich Re) with 1.4 points.
Social Excellence: Kasper Rorsted (Adidas) 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 often and as effectively as possible in social media. The Social Excellence Index answers whether this is successful. Our indicator bot interprets the proportion of mentions in social media, the strength of reader activation, and their emotional impact.
In November, Kasper Rorsted (Adidas) leads the ranking with 3.2 points.
Kasper Rorsted 's response was 37% "social," his reader activation very strong with 15 reactions to a mention; the emotional coloring of his mentions was 44% positive. He was thus well ahead of runner-up Oliver Zipse (BMW) with 1.2 points and Dr. Mathias Döpfner (Springer) in third place with 1.1 points.
Responsibility Excellence: Stefan Klebert (GEA Group) 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 indicator bot interprets only the mentions that took place in this topic context.
Last month, Stefan Klebert (GEA Group) came in first place in the responsibility ranking.
The GEA Group CEO's response related 87% to social responsibility issues.
Here, his reader activation was 148, which corresponds to a very strong interaction level. The tonality was strong, with
significantly more positive than negative sentiments. Overall, Klebert's Responsibility Index thus scored 1.8 points. Oliver Zipse (BMW) followed in second place with 1.7 points, and Martina Merz (Thyssenkrupp) in third place with 1.5 points.
Investor Excellence: Theodor Weimer (Deutsche Börse) 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 Indicator Bot determines which CEOs were mentioned and how well, and forms an index for investor communication.
In November, the .companion metrics bot identified Deutsche Börse as the top communicator for investors: CEO Theodor Weimer achieved the best score of 6.9. 81% of his mentions were related to the financial environment. That's 1.2 times the average. His reader activation was very strong, at 5974.8. The tone was rather averagely pronounced, with
more positive than negative sentiment. He is followed in second and third place by Reiner Winkler (MTU Aero Engines) with 1.1 and Belén Garijo (Merck) with 1.0 points.
Source information:
Measured globally, with the help of the market-leading monitoring tool Meltwater. All content in German and English that is publicly accessible on websites, in forums and in social media is analyzed worldwide. The text and content of the CEO echo are generated fully automatically by the companion metrics bot.