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
October 2022 CEO Echo rankings
October 2022 CEO Echo rankings
23% more CEO mentions
Last month, the .companion CEO metrics bot found 23% more CEO mentions than the previous month's average. Overall, 49% of mentions captured by the CEO Echo were generated by editorial online content, while social media generated 51%. In October, CEO Echo content saw engagement drop by 88%. 47% 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 53% of mentions was linked to corporate agendas. Overall, the tonality of mentions was equally positive and negative.
Total Digital Footprint
Simon Thompson, Royal Mail CEO, dominates with 8% 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 October, Simon Thompson, CEO of Royal Mail, received the highest amount of media coverage. His share of voice totalled 8.4%, the largest footprint of all top board members. In second place was Pat Gelsinger, CEO of Intel, with 6.6%, and Bernard Arnault, CEO of LVMH, took the third spot with 5.2% share of all mentions. 94% of conversations around Thompson’s echo were not related to company financials and thus were above average for agenda-driving topics and content. 13% of the Royal Mail CEO's echo came from editorial media and 87% from social media. Content that mentioned Thompson generated 5 interactions (clicks, shares, likes) per mention. This shows that audiences are somewhat indifferent and made Thompson the 109th most engaged CEO in the ranking. In total, mentions for Simon Thompson were negative significantly more often than positive. We can assume this had a corresponding impact on his overall reputation.
Communication Excellence
Leonardo’s CEO, Alessandro Profumo, 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).
Alessandro Profumo, CEO of Leonardo, was ranked first in October. Outside of the paywall, 47% of his digital echo discussed the CEO in stories beyond financial figures. Stories generated 37330 engagements per mention, signifying readers are highly interested. Furthermore, coverage was as much positive as it was negative. As a result, the response to Leonardo’s CEO received 41.6 points. Fredrik Hjelm, CEO of Voi Technologies came in second place with a score of 2.0 and Bader Nasser Al-Kharafi, CEO of Zain, took third place with a Communication Excellence score of 1.9 points.
Social Excellence
Jean-Pierre Farandou, SNCF’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, Jean-Pierre Farandou, CEO of SNCF, topped the ranking with a Social Excellence score of 3.6 points. 86% of the conversation came from social media and his engagement was engaged with 8 interactions per mention. Moreover, the sentiments of his mentions were 0% positive, meaning Farandou was ahead of runners-up Pascal Soriot, CEO of AstraZeneca, with 2.8 points and Javier Pérez-Tasso, CEO of SWIFT, who placed third with 2.4 points.
Responsibility Excellence
Paul Hudson, CEO of Sanofi, has the highest number of men tions 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 October, Paul Hudson, CEO of Sanofi, saluted us from first place in the responsibility ranking, with 76% of Sanofi CEO's mentions related to social responsibility topics. His engagement rate was 2100 which can be considered highly engaged. The tonality of media conversations was significantly more positive than negative. Overall, Hudson’s Responsibility Index came to 26.1 points. Yousef Abdullah Al-Benyan, CEO of SABIC, followed in second place with 4.6 points, and Fredrik Hjelm, CEO of Voi Technologies, in third place with 1.9 points.
Investor Excellence
Bob van Dijk, CEO of Naspers, 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 October, the .companion metrics bot identified Naspers's CEO, Bob van Dijk, as the top communicator for investors after he achieved 21.9 points. 70% of his mentions were related to the financial environment, which is 1.3 times this month's average. His readership was highly interested, indicated by an engagement rate of 419.9, and he experienced as much positive as negative comments. He is followed in second and third place by Will Shu, CEO of Deliveroo, with 5.9 points and Magnus Welander, CEO of Thule (1.9 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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Previous CEO Echo results
- January 2022 Rankings
- February 2022 Rankings
- March 2022 Rankings
- April 2022 Rankings
- May 2022 Rankings
- June 2022 Rankings
- July 2022 Rankings
- August 2022 Rankings
- September 2022 Rankings
Interactive CEO Dashboard
Gain insight into which CEO's are leading today's conversation. Access the dashboard here and filter for CEO, industry, company, or country and get direct get powerful insights visualized in mentions and hashtags.
