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
January 2022 CEO Echo rankings
January 2022 CEO Echo rankings
26% fewer CEO mentions
Last month, the .companion CEO metrics bot found 26% fewer CEO mentions than the average of the previous months. Overall, 58% of mentions captured by the CEO Echo were generated by editorial online content, while social media generated 42%. In January, CEO Echo content saw engagement drop by 18%. 51% 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 49% of mentions was linked to corporate agendas. Overall, the tonality of mentions was equally positive and negative.
Total Digital Footprint
Pat Gelsinger, CEO of Intel dominates with 13% 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 January, Pat Gelsinger, CEO of Intel, received the highest amount of media coverage. His share of voice totaled 13.2%, the largest footprint of all top board members. In second place was Kenichiro Yoshida, CEO of Sony, with 4.5%, and Bernard Arnault, CEO of LVMH, took the third spot with 4.4% share of all mentions. 51% of conversations around Gelsinger’s echo were not related to company financials and thus were above average for agenda-driving topics and content. 42% of the Intel CEO's echo came from editorial media and 58% from social media. Content that mentioned Gelsinger generated 33 interactions (clicks, shares, likes) per mention. This shows that audiences are highly engaged and made Gelsinger the 51st most engaged CEO in the ranking. In total, mentions for Pat Gelsinger were equally positive and negative. We can assume this had a corresponding impact on his overall reputation.
Communication Excellence
Telecom Italia’s CEO, Luigi Gubitosi, 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).
Luigi Gubitosi, CEO of Telecom Italia, was ranked first in January. Outside of the paywall, 54% of his digital echo discussed the CEO in stories beyond financial figures. Stories generated 219 engagements per mention, signifying readers are highly interested. Furthermore, coverage was as much more negative than it was positive. As a result, the response to Telecom Italia’s CEO received 4.8 points. Jens Baas, CEO of Techniker Krankenkasse came in second place with a score of 3.6, and Urs Schaeppi, CEO of Swisscom, took third place with a Communication Excellence score of 3.1 points.
Social Excellence
John Elkann, EXOR/Ferrari’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, John Elkann, CEO of EXOR/Ferrari, topped the ranking with a Social Excellence score of 6.3 points. 91% of the conversation came from social media and his engagement was high with 13 interactions per mention. Moreover, the sentiment of his mentions were 5% positive, meaning Elkann was well ahead of runners-up Bassam Al Mubarak, CEO of Arab National Bank with 4.4 points and Khaldoon Al Mubarak, CEO of Mubadala, who placed third with 4.4 points.
Responsibility Excellence
Carlos Torres Vila, CEO of BBVA 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 January, Carlos Torres Vila, CEO of BBVA, saluted us from first place in the responsibility ranking, with 23% of BBVA CEOs' mentions related to social responsibility topics. His engagement rate was 69113 which can be considered highly engaged. The tonality of media conversations was more positive than negative. Overall, Carlos' Responsibility Index came to 33 points. Anna Maria Braun, CEO of B.Braun, followed in second place with 2 points, and Andreas Mahä, CEO of ÖBB, in third place with 1.8 points.
Investor Excellence
Joachim Wenning, CEO of Munich Re, 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 January, the .companion metrics bot identified Munich Re's CEO, Joachim Wenning, as the top communicator for investors after he achieved 9.8 points. 79% of his mentions were related to the financial environment, which is 1.4 times this month's average. His readership was highly interested, indicated by an engagement rate of 699.1 and he experienced significantly more negative comments than positive. He is followed in second and third place by Theodor Weimer, CEO of Deutsche Börse, with 5.1 points, and Dhananjayan Sriskandarajah, CEO of Oxfam International (3.5 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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