Social Media Buzz Report Most Social CEO (Swiss Edition)

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Social Media Buzz Report Most Social CEO (Swiss Edition)

  1. Social Media Buzz ReportMost Social CEO – Swiss Edition (July 2010 – July 2011)Biel, July 2011, Angelo Aloise (@aloisea) & Dominic Stöcklin (@dstoecklin) Picture: (http://www.six-swiss-exchange.com)
  2. Summary / Most Social CEO according to our analysis is Oswald Grübel / Classic news-sites are dominating the picture with more than 1 million mentions in the past 12 months / More mentions about companies than about top management / Marchionne effect: Buzz around board of directors is dominated by Sergio Marchionne; however, most mentions are not related to SGS / Highest percentage of negative mentions among CEO‘s / Top manager of Swiss banks is generating a lot of buzzJuly 2010 – July 2011© 2011, Goldbach Interactive 2
  3. Most popular CEOs and Presidents of Board of Directors Oswald Grübel Sergio Marchionne Brady Dougan Daniel Vasella Paul Bulcke Peter Brabeck Robert E. Rose Johann Rupert Jean-Paul Clozel Peter Taylor Nick Hayek Kaspar Villiger Michael Mack Robert E. Cawthorn Severin Schwan Manfred Gentz Joe Jimenez Hansjörg Wyss Patrick de Maeseneire Nayla HayekJuly 2010 – July 2011© 2011, Goldbach Interactive 3
  4. Mentions 75‘365 news mentions 34‘570 blog mentions 10‘209 tweets 8‘749 forums postings within a year about SMI CEO‘s and presidents of board of directors 1‘000‘000 news mentions 691‘480 tweets 557‘033 blog mentions 444‘758 forums postings within a year about SMI companiesJuly 2010 – July 2011© 2011, Goldbach Interactive 4
  5. Overview CEOsJuly 2010 – July 2011© 2011, Goldbach Interactive 5
  6. Overview Presidents of Board of DirectorsJuly 2010 – July 2011© 2011, Goldbach Interactive 6
  7. Overview CompaniesJuly 2010 – July 2011© 2011, Goldbach Interactive 7
  8. >> Analysis Top 5 CEO‘s
  9. Oswald Grübel – Important keywords(Blogs)Qualitative analysisBuzz Graph: 6 months, worldwide Word Cloud: 6 months, worldwide• The buzz around Oswald Grübel matches a lot of the buzz around Brady Dougan• All the keywords are in a strong relationship to Goldman Sachs and Citigroup• The bank UBS stands also in the centre of the conversationsJanuary 2011 – July 2011© 2011, Goldbach Interactive 9
  10. Oswald GrübelQuantitative analysisOverview: 365 days, worldwide Trendline: 365 days, worldwide 06.02.2011 - 09.02.2011Share of Voice: 365 days, worldwideShare of Voice: 365 days, worldwide O. Grübel 1 % 99% UBSJuly 2010 – July 2011© 2011, Goldbach Interactive 10
  11. Brady Dougan – Important keywords(Blogs)Qualitative analysisBuzz Graph: 6 months, worldwide Word Cloud: 6 months, worldwide• The keywords Ipos, JP Morgan, & Investor are in a close relation to Goldmann Sachs• The most important keywords around Brady Dougan are: Credit, Company , Business Market Stock etc.January 2011 – July 2011© 2011, Goldbach Interactive 11
  12. Brady DouganQuantitative analysisOverview: 365 days, worldwide Trendline: 365 days, worldwide 09.02.2011 - 11.02.2011Share of Voice: 365 days, worldwideShare of Voice: 365 days, worldwide B. Dougan 1 % 99% Credit SuisseJuly 2010 – July 2011© 2011, Goldbach Interactive 12
  13. Paul Bulcke – Important keywords(Blogs)Qualitative analysisBuzz Graph: 6 months, worldwide Word Cloud: 6 months, worldwide• All keywords are in a close relationship with the company Nestle• Nestle as an important keyword is often mentioned together with Chairman, Unilever and Swiss• The keywords assume that there are a lot of company related postsJanuary 2011 – July 2011© 2011, Goldbach Interactive 13
  14. Paul BulckeQuantitative analysisOverview: 365 days, worldwide Trendline: 365 days, worldwide 16.02.2011 - 18.02.2011Share of Voice Sources: 365 days, worldwideShare of Voice: 365 days, worldwide Paul Bulcke 1.5 % 98.5% NestléJuly 2010 – July 2011© 2011, Goldbach Interactive 14
  15. Robert E. Rose – Important keywords(Blogs)Qualitative analysisBuzz Graph: 6 months, worldwide Word Cloud: 6 months, worldwide• The most mentioned keywords around Robert E. Rose are: CEO, Company & Transocean.• Interestingly, there is no mention about Robert E. Rose as the president of the B.o.D.• The buzz around Robert E. Rose is partially negativeJanuary 2011 – July 2011© 2011, Goldbach Interactive 15
  16. Robert E. RoseQuantitative analysisOverview: 365 days, worldwide Trendline: 365 days, worldwide 04.04.2011 - 07.04.2011Share of Voice: 365 days, worldwideShare of Voice: 365 days, worldwide R.Rose 3% 97 % TransoceanJuly 2010 – July 2011© 2011, Goldbach Interactive 16
  17. Jean-Paul Clozel – Important keywords(Blogs)Qualitative analysisBuzz Graph: 6 months, worldwide Word Cloud: 6 months, worldwide• The most mentioned keywords around Jean-Paul Clozel are : CEO, Company, Actelion, Swiss & Biotech• Biotech as a major keyword is in a strong relation to Cawthorn, Swiss, Shareholder, Hedge Fund, Advisor & Elliot• Jean-Paul Clozel is also mentioned in combination with Roche, Novartis & Glaxo Smith KlineJanuary 2011 – July 2011© 2011, Goldbach Interactive 17
  18. Jean-Paul ClozelQuantitative analysisOverview: 365 days, worldwide Trendline: 365 days, worldwide 04.05.2011 - 06.05.2011Share of Voice: 365 days, worldwideShare of Voice: 365 days, worldwide J.P Clozel 91% 9% ActelionJuly 2010 – July 2011© 2011, Goldbach Interactive 18
  19. >> Analysis Top 5 Presidents of B.o.D.
  20. Sergio Marchionne - Important keywords(Blogs) Qualitative analysis Buzz Graph: 6 months, worldwide Word Cloud: 6 months, worldwide• Chrylser, Fiat, CEO and „Auto“ are the most important keywords around Sergio Marchionne• There is a lot of buzz because of Sergio Marchionne‘s CEO position at Fiat / Chrylser and there are just little mentions of SGS• Analyzing the buzz graph, we see a strong connection between Fiat and Chrysler or and related terms January 2011 – July 2011 © 2011, Goldbach Interactive 20
  21. Sergio MarchionneQuantitative analysisOverview: 365 days, worldwide Trendline: 365 days, worldwide 08.01.2011 - 11.01.2011Share of Voice: 365 days, worldwideShare of Voice: 365 days, worldwide S. Marchionne 75 % 25 % SGSJuly 2010 – July 2011© 2011, Goldbach Interactive 21
  22. Daniel Vasella – Important keywords(Blogs)Qualitative analysisBuzz Graph: 6 months, worldwide Word Cloud: 6 months, worldwide• Most important keywords around Daniel Vasella are: Novartis, Chairman, CEO or Business• A dominant keyword this year is the Bilderberg conference where we see also a strong tie with political persons (e.g. Doris Leuthard, Per Steinbrück etc.)January 2011 – July 2011© 2011, Goldbach Interactive 22
  23. Daniel VasellaQuantitative analysisOverview: 365 days, worldwide Trendline: 365 days, worldwide 13.12.2010 - 16.12.2010Share of Voice: 365 days, worldwideShare of Voice: 365 days, worldwide D. Vasella 1 % 99% NovartisJuly 2010 – July 2011© 2011, Goldbach Interactive 23
  24. Peter Brabeck – Important keywords(Blogs)Qualitative analysisBuzz Graph: 6 months, worldwide Word Cloud: 6 months, worldwide• Most mentioned keyword among Peter Brabeck are: Nestlé, Chairman, Business & Executive• Clariant AG Spain, Bank Davignon, Minister of Foreigner Affaires Björnling and Gikas A. Hardouvelis are often mentioned together – there is a strong tie between these keywordsJanuary 2011 – July 2011© 2011, Goldbach Interactive 24
  25. Peter BrabeckQuantitative analysisOverview: 365 days, worldwide Trendline: 365 days, worldwide 03.10.2010 - 06.10.2010Share of Voice: 365 days, worldwideShare of Voice: 365 days, worldwide P. Brabeck 1 % 99% NestléJuly 2010 – July 2011© 2011, Goldbach Interactive 25
  26. Martin Taylor – Important keywords(Blogs) Qualitative analysis Buzz Graph: 6 months, worldwide Word Cloud: 6 months, worldwide• Most important keywords in combination with Martin Taylor are: Business, People and Time• Martin Taylor is more often mentioned in his former function at Barclays• There is a strong relation with the gentlemen Spottiswoode ,Wolf or Vicker (all member of the Independent Commission on Banking) January 2011 – July 2011 © 2011, Goldbach Interactive 26
  27. Martin TaylorQuantitative analysisOverview: 365 days, worldwide Trendline: 365 days, worldwide 17.08.2010 - 20.08.2011Share of Voice: 365 days, worldwideShare of Voice: 365 days, worldwide M. Taylor 10 % 90 % SyngentaJuly 2010 – July 2011© 2011, Goldbach Interactive 27
  28. Johann Rupert – Important keywords(Blogs)Qualitative analysisBuzz Graph: 6 months, worldwide Word Cloud: 6 months, worldwide• The Richemont Group as well as the Africa Business Group are most dominant keywords• All other important keywords are mentioned in combination with the company Richemont; this hasn‘t been the case for other CEO‘s or presidents of B.o.D.• There are strong ties between the keywords Richemont, Dunhill, Dangote, Africa or MontblancJanuary 2011 – July 2011© 2011, Goldbach Interactive 28
  29. Johann RupertQuantitative analysisOverview: 365 days, worldwide Trendline: 365 days, worldwide 11.01.2011 - 13.11.2011Share of Voice: 365 days, worldwideShare of Voice: 365 days, worldwide J. Rupert 76% 24% RichmontJuly 2010 – July 2011© 2011, Goldbach Interactive 29
  30. Further explanations Period of time • Quantitative analysis: July 2010 – July 2011 (365 days) • Qualitative analysis: January 2011 – July 2011 (6 months) Object of analysis • SMI companies and their CEO‘s as well as presidents of B.o.D. Geographical restriction • None, worldwide Language restriction • None, all languages Sources • Blogs, message boards, Twitter, Facebook, news Analysis tool • Sysomos MAP© 2011, Goldbach Interactive 30
  31. GOLDBACH INTERACTIVE (Schweiz) AG Dominic StöcklinMattenstrasse 90, 2503 Biel/Bienne Consultant Social MediaSeestrasse 39, 8700 Küsnacht Responsible for Social Media Monitoringwww.goldbachinteractive.com +41 32 366 01 73 dominic.stoecklin@goldbachinteractive.ch twitter.com/dstoecklinGOLDBACH MOBILE (Schweiz) AGMantelgasse 10, 8008 Zürich Angelo Aloisewww.goldbachmobile.com Project Manager Social Media +41 32 366 01 65 angelo.aloise@goldbachinteractive.ch twitter.com/aloisea Merci.

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