As critical figureheads, Chief Executive Officers play a key role in how corporations are perceived by the public, and so it's vital that organizations keep their fingers on the pulse of CEO-focused media.
In collaboration with .companion, a data consultancy and KPI expert, Meltwater presents the 2022 CEO Echo; a monthly media intelligence analysis of CEOs heading up some of the world's largest brands. The ranking leverages Meltwater's media intelligence capabilities and automated analysis by the .companion bot to offer readers highlights and benchmarks across the following areas:
- Total CEO Digital Footprint
- CEO Communication Excellence
- CEO Social Excellence
- CEO Responsibility Excellence
- CEO Investor Excellence
Contents
April 2022 CEO Echo rankings
32% less CEO mentions
Last month, the .companion CEO metrics bot found 32% less CEO mentions than the average of the previous month. Overall, 52% of mentions captured by the CEO Echo were generated by editorial online content, while social media generated 48%. In April, CEO Echo content saw engagement jump by 1148%. 50% of all CEO mentions were related to financial news, meaning they simply referred to company figures that are often required to be disclosed by law. In contrast, the context of 50% of mentions was linked to corporate agendas. Overall, the tonality of mentions was equally positive as it was negative.
Total Digital Footprint
Pat Gelsinger, Intel CEO, dominates with 6% CEO Echo coverage
What role does a CEO play in a company's overall corporate messaging, whether voluntary or involuntary? The CEO Digital Footprint aims to answer this question.
In April, Pat Gelsinger, Intel CEO, received the highest amount of media coverage. His share of voice totaled 5.5%, the largest footprint of all top board members. In second place was Marn Brudermüller, CEO of BASF, with 4.2%, and Bernard Arnault, CEO of LVMH, took the third spot with 4.2% share of all mentions. 39% of conversations around Gelsinger’s echo were not related to company financials, and thus were below average for agenda-driving topics and content. 35% of Intel's CEO echo came from editorial media and 65% from social media. Content that mentioned Gelsinger generated 13 interactions (clicks, shares, likes) per mention. This shows that audiences are highly engaged and made Gelsinger the 106th most engaged CEO in the ranking. In total, mentions for Pat Gelsinger were more positive than negative. We can assume this had a corresponding impact on his overall reputation.
Communication Excellence
Merck’s CEO, Belen Garijo, takes the number 1 spot
Two common goals widely shared by media teams are communicating key messages and building a favorable reputation, both of which rely heavily on editorial mentions. The Communication Excellence ranking analyses and aggregates media volume (removing financial report listings).
Belen Garijo, CEO of Merck, was ranked first in April. Outside of the paywall, 89% of her digital echo discussed the CEO in stories beyond financial figures. Stories generated 185 engagements per mention, signifying readers are highly interested. Furthermore, coverage was significantly more negative than positive. As a result, the response to Merck’s CEO received 4.8 points. Friedrich Joussen, CEO of TUI came in second place with a score of 3.5 and Andreas Matthä, CEO of ÖBB, took third place with a Communication Excellence score of 3.5 points.
Social Excellence
Herbert Diess, Volkswagen’s CEO, wins first place
These days, simply having a social media profile is not enough. If you want to have an impact on opinion leaders outside of editorial offices, or on consumers and digital elites who are not easily accessible through the mass media, you have to be mentioned frequently on social media. The Social Excellence Index answers whether a company's attempts at this have been successful.
Last month, Herbert Diess, CEO of Volkswagen, topped the ranking with a Social Excellence score of 4.7 points. 71% of the conversation came from social media and his engagement was engaged with 10 interactions per mention. Moreover, the sentiments of his mentions were 41% positive, meaning Diess was ahead of runners-up Bjørn Gulden, CEO of Puma, with 3.8 points and Warren East, CEO of Rolls Royce Holdings, who placed third with 3.6 points.
Responsibility Excellence
Heather Bresch, CEO of Mylan, has the highest number of mentions surrounding social responsibility
The .companion metrics bot also determines whether CEOs appear in the digital media as leaders in the context of the UN's sustainable development goals, e.g. in the context of social responsibility or climate and environmental protection. Our Responsibility Index shows how well this has been achieved. For this index, the metrics bot only analyses mentions related to sustainability-related topics.
In April, Heather Bresch, CEO of Mylan, saluted us from first place in the responsibility ranking, with 31% of Mylan CEO's mentions related to social responsibility topics. His engagement rate was 2555 which can be considered highly engaged. The tonality of media conversations was as much positive as negative. Overall, Bresch’s Responsibility Index came to 13.5 points. Stefan Traeger, CEO of Jenoptik, followed in second place with 5.5 points, and Daniel Grieder, CEO of Hugo Boss, in third place with 3.2 points.
Investor Excellence
Stefan Traeger, CEO of Jenoptik takes the number 1 spot for the financial echo
CEO mentions in the context of balance sheet figures offer little scope for setting content-related agendas but are crucial for building investor confidence. In this environment, the metrics bot determines which CEOs were mentioned from a financial standpoint, forming an index for investor communication.
In April, the .companion metrics bot identified Jenoptik's CEO, Stefan Traeger, as the top communicator for investors after he achieved 5.1 points. 92% of his mentions were related to the financial environment, which is 1.6 mes this month's average. His readership was highly interested, indicated by an engagement rate of 376.1, and he experienced significantly more positive than negative comments. He is followed in second and third place by Sanjiv Lamba, CEO of Linde, with 4.1 points and Christian Bruch, CEO of Siemens Energy (3.6 points).
Source Information
- Media conversations were tracked and analyzed globally with the help of the market-leading monitoring tool, Meltwater
- All content is in German and/or English and publicly accessible across websites, forums, and social media
- The text and content of the CEO Echo are generated automatically by the .companion metrics bot
- All Excellence index values are based on three criteria:
1. How often the respective CEO is mentioned in a certain context
2. How many of those mentions were positive
3. How many engagements did those posts and articles received - While it is necessary to have an above-average share of mentions in the respective category it's still possible to score high on a certain index despite one of the sub-criteria receiving results that are somewhat sub-par
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