1. Social Media Buzz Report
Most 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 buzz
July 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 Hayek
July 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 companies
July 2010 – July 2011
© 2011, Goldbach Interactive 4

5. Overview CEOs
July 2010 – July 2011
© 2011, Goldbach Interactive 5

6. Overview Presidents of Board of Directors
July 2010 – July 2011
© 2011, Goldbach Interactive 6

7. Overview Companies
July 2010 – July 2011
© 2011, Goldbach Interactive 7

8. >> Analysis
Top 5 CEO‘s

9. Oswald Grübel – Important keywords(Blogs)
Qualitative analysis
Buzz 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 conversations
January 2011 – July 2011
© 2011, Goldbach Interactive 9

10. Oswald Grübel
Quantitative analysis
Overview: 365 days, worldwide Trendline: 365 days, worldwide
06.02.2011 - 09.02.2011
Share of Voice: 365 days, worldwide
Share of Voice: 365 days, worldwide
O. Grübel 1 %
99%
UBS
July 2010 – July 2011
© 2011, Goldbach Interactive 10

11. Brady Dougan – Important keywords(Blogs)
Qualitative analysis
Buzz 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 Dougan
Quantitative analysis
Overview: 365 days, worldwide Trendline: 365 days, worldwide
09.02.2011 - 11.02.2011
Share of Voice: 365 days, worldwide
Share of Voice: 365 days, worldwide
B. Dougan 1 %
99%
Credit Suisse
July 2010 – July 2011
© 2011, Goldbach Interactive 12

13. Paul Bulcke – Important keywords(Blogs)
Qualitative analysis
Buzz 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 posts
January 2011 – July 2011
© 2011, Goldbach Interactive 13

14. Paul Bulcke
Quantitative analysis
Overview: 365 days, worldwide Trendline: 365 days, worldwide
16.02.2011 - 18.02.2011
Share of Voice Sources: 365 days, worldwide
Share of Voice: 365 days, worldwide
Paul Bulcke 1.5 %
98.5%
Nestlé
July 2010 – July 2011
© 2011, Goldbach Interactive 14

15. Robert E. Rose – Important keywords(Blogs)
Qualitative analysis
Buzz 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 negative
January 2011 – July 2011
© 2011, Goldbach Interactive 15

16. Robert E. Rose
Quantitative analysis
Overview: 365 days, worldwide Trendline: 365 days, worldwide
04.04.2011 - 07.04.2011
Share of Voice: 365 days, worldwide
Share of Voice: 365 days, worldwide
R.Rose 3%
97 %
Transocean
July 2010 – July 2011
© 2011, Goldbach Interactive 16

17. Jean-Paul Clozel – Important keywords(Blogs)
Qualitative analysis
Buzz 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 Kline
January 2011 – July 2011
© 2011, Goldbach Interactive 17

18. Jean-Paul Clozel
Quantitative analysis
Overview: 365 days, worldwide Trendline: 365 days, worldwide
04.05.2011 - 06.05.2011
Share of Voice: 365 days, worldwide
Share of Voice: 365 days, worldwide
J.P Clozel
91% 9%
Actelion
July 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 Marchionne
Quantitative analysis
Overview: 365 days, worldwide Trendline: 365 days, worldwide
08.01.2011 - 11.01.2011
Share of Voice: 365 days, worldwide
Share of Voice: 365 days, worldwide
S. Marchionne
75 % 25 %
SGS
July 2010 – July 2011
© 2011, Goldbach Interactive 21

22. Daniel Vasella – Important keywords(Blogs)
Qualitative analysis
Buzz 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 Vasella
Quantitative analysis
Overview: 365 days, worldwide Trendline: 365 days, worldwide
13.12.2010 - 16.12.2010
Share of Voice: 365 days, worldwide
Share of Voice: 365 days, worldwide
D. Vasella 1 %
99%
Novartis
July 2010 – July 2011
© 2011, Goldbach Interactive 23

24. Peter Brabeck – Important keywords(Blogs)
Qualitative analysis
Buzz 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 keywords
January 2011 – July 2011
© 2011, Goldbach Interactive 24

25. Peter Brabeck
Quantitative analysis
Overview: 365 days, worldwide Trendline: 365 days, worldwide
03.10.2010 - 06.10.2010
Share of Voice: 365 days, worldwide
Share of Voice: 365 days, worldwide
P. Brabeck 1 %
99%
Nestlé
July 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 Taylor
Quantitative analysis
Overview: 365 days, worldwide Trendline: 365 days, worldwide
17.08.2010 - 20.08.2011
Share of Voice: 365 days, worldwide
Share of Voice: 365 days, worldwide
M. Taylor 10 %
90 %
Syngenta
July 2010 – July 2011
© 2011, Goldbach Interactive 27

28. Johann Rupert – Important keywords(Blogs)
Qualitative analysis
Buzz 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 Montblanc
January 2011 – July 2011
© 2011, Goldbach Interactive 28

29. Johann Rupert
Quantitative analysis
Overview: 365 days, worldwide Trendline: 365 days, worldwide
11.01.2011 - 13.11.2011
Share of Voice: 365 days, worldwide
Share of Voice: 365 days, worldwide
J. Rupert
76% 24%
Richmont
July 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 Stöcklin
Mattenstrasse 90, 2503 Biel/Bienne Consultant Social Media
Seestrasse 39, 8700 Küsnacht Responsible for Social Media Monitoring
www.goldbachinteractive.com
+41 32 366 01 73
dominic.stoecklin@goldbachinteractive.ch
twitter.com/dstoecklin
GOLDBACH MOBILE (Schweiz) AG
Mantelgasse 10, 8008 Zürich
Angelo Aloise
www.goldbachmobile.com Project Manager Social Media
+41 32 366 01 65
angelo.aloise@goldbachinteractive.ch
twitter.com/aloisea
Merci.