social media buzz report most social ceo (swiss edition)
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Picture: (http://www.six-swiss-exchange.com)
Social Media Buzz Report
Most Social CEO – Swiss Edition (July 2010 – July 2011)
Biel, July 2011, Angelo Aloise (@aloisea) & Dominic Stöcklin (@dstoecklin)
Summary
© 2011, Goldbach Interactive 2
/ 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
Most popular CEOs and Presidents of Board of Directors
© 2011, Goldbach Interactive 3
Oswald GrübelBrady DouganPaul BulckeRobert E. RoseJean-Paul ClozelNick HayekMichael MackSeverin SchwanJoe JimenezPatrick de Maeseneire
Sergio MarchionneDaniel VasellaPeter BrabeckJohann RupertPeter TaylorKaspar VilligerRobert E. CawthornManfred GentzHansjörg WyssNayla Hayek
July 2010 – July 2011
Mentions
© 2011, Goldbach Interactive 4
75‘365 news mentions34‘570 blog mentions10‘209 tweets8‘749 forums postings
within a year about SMI CEO‘s and presidents of board of directors
1‘000‘000 news mentions691‘480 tweets557‘033 blog mentions444‘758 forums postings
within a year about SMI companies
July 2010 – July 2011
Overview CEOs
© 2011, Goldbach Interactive 5
July 2010 – July 2011
Overview Presidents of Board of Directors
© 2011, Goldbach Interactive 6
July 2010 – July 2011
Overview Companies
© 2011, Goldbach Interactive 7
July 2010 – July 2011
>>Analysis
Top 5 CEO‘s
Oswald Grübel – Important keywords(Blogs)Qualitative analysis
© 2011, Goldbach Interactive 9
• 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
Buzz Graph: 6 months, worldwide Word Cloud: 6 months, worldwide
January 2011 – July 2011
Oswald GrübelQuantitative analysis
© 2011, Goldbach Interactive 10
06.02.2011 - 09.02.2011
Overview: 365 days, worldwide
Share of Voice: 365 days, worldwide
Trendline: 365 days, worldwide
99%
UBS
O. Grübel 1 %
July 2010 – July 2011
Share of Voice: 365 days, worldwide
Brady Dougan – Important keywords(Blogs)Qualitative analysis
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• 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.
Buzz Graph: 6 months, worldwide Word Cloud: 6 months, worldwide
January 2011 – July 2011
Brady DouganQuantitative analysis
© 2011, Goldbach Interactive 12
09.02.2011 - 11.02.2011
Overview: 365 days, worldwide
Share of Voice: 365 days, worldwide
Trendline: 365 days, worldwide
99%
Credit Suisse
B. Dougan 1 %
July 2010 – July 2011
Share of Voice: 365 days, worldwide
Paul Bulcke – Important keywords(Blogs)Qualitative analysis
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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
Paul BulckeQuantitative analysis
© 2011, Goldbach Interactive 14
16.02.2011 - 18.02.2011
Overview: 365 days, worldwide
Share of Voice Sources: 365 days, worldwide
Trendline: 365 days, worldwide
Share of Voice: 365 days, worldwide
98.5%
Paul Bulcke 1.5 %
Nestlé
July 2010 – July 2011
Robert E. Rose – Important keywords(Blogs)Qualitative analysis
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• 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
Buzz Graph: 6 months, worldwide Word Cloud: 6 months, worldwide
January 2011 – July 2011
Robert E. RoseQuantitative analysis
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04.04.2011 - 07.04.2011
Overview: 365 days, worldwide
Share of Voice: 365 days, worldwide
Trendline: 365 days, worldwide
97 %
R.Rose 3%
Transocean
July 2010 – July 2011
Share of Voice: 365 days, worldwide
Jean-Paul Clozel – Important keywords(Blogs)Qualitative analysis
© 2011, Goldbach Interactive 17
• 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
Buzz Graph: 6 months, worldwide Word Cloud: 6 months, worldwide
January 2011 – July 2011
Jean-Paul ClozelQuantitative analysis
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04.05.2011 - 06.05.2011
Overview: 365 days, worldwide
Share of Voice: 365 days, worldwide
Trendline: 365 days, worldwide
91%
J.P Clozel
9 %
Actelion
July 2010 – July 2011
Share of Voice: 365 days, worldwide
>>Analysis
Top 5 Presidents of B.o.D.
Sergio Marchionne - Important keywords(Blogs)
Qualitative analysis
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• 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
Buzz Graph: 6 months, worldwide Word Cloud: 6 months, worldwide
January 2011 – July 2011
Sergio MarchionneQuantitative analysis
© 2011, Goldbach Interactive 21
08.01.2011 - 11.01.2011
Overview: 365 days, worldwide
Share of Voice: 365 days, worldwide
Trendline: 365 days, worldwide
75 %
S. Marchionne
25 %
SGS
July 2010 – July 2011
Share of Voice: 365 days, worldwide
Daniel Vasella – Important keywords(Blogs)Qualitative analysis
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• 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.)
Buzz Graph: 6 months, worldwide Word Cloud: 6 months, worldwide
January 2011 – July 2011
Daniel VasellaQuantitative analysis
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13.12.2010 - 16.12.2010
Overview: 365 days, worldwide
Share of Voice: 365 days, worldwide
Trendline: 365 days, worldwide
Novartis
99%
D. Vasella 1 %
July 2010 – July 2011
Share of Voice: 365 days, worldwide
Peter Brabeck – Important keywords(Blogs)Qualitative analysis
© 2011, Goldbach Interactive 24
• 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
Buzz Graph: 6 months, worldwide Word Cloud: 6 months, worldwide
January 2011 – July 2011
Peter BrabeckQuantitative analysis
© 2011, Goldbach Interactive 25
Overview: 365 days, worldwide
Share of Voice: 365 days, worldwide
Trendline: 365 days, worldwide
03.10.2010 - 06.10.2010
Nestlé
99%
P. Brabeck 1 %
July 2010 – July 2011
Share of Voice: 365 days, worldwide
Martin Taylor – Important keywords(Blogs)Qualitative analysis
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• 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)
Buzz Graph: 6 months, worldwide Word Cloud: 6 months, worldwide
January 2011 – July 2011
Martin TaylorQuantitative analysis
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17.08.2010 - 20.08.2011
Overview: 365 days, worldwide
Share of Voice: 365 days, worldwide
Trendline: 365 days, worldwide
90 %
M. Taylor 10 %
Syngenta
July 2010 – July 2011
Share of Voice: 365 days, worldwide
Johann Rupert – Important keywords(Blogs)Qualitative analysis
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• 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
Buzz Graph: 6 months, worldwide Word Cloud: 6 months, worldwide
January 2011 – July 2011
Johann RupertQuantitative analysis
© 2011, Goldbach Interactive 29
11.01.2011 - 13.11.2011
Overview: 365 days, worldwide
Share of Voice: 365 days, worldwide
Trendline: 365 days, worldwide
Richmont
76%
J. Rupert
24%
July 2010 – July 2011
Share of Voice: 365 days, worldwide
Further explanations
© 2011, Goldbach Interactive 30
• Quantitative analysis: July 2010 – July 2011 (365 days)
• Qualitative analysis: January 2011 – July 2011 (6 months)
Period of time
• SMI companies and their CEO‘s as well as presidents of B.o.D.
Object of analysis
• None, worldwide
Geographical restriction
• None, all languages
Language restriction
• Blogs, message boards, Twitter, Facebook, news
Sources
• Sysomos MAP
Analysis tool
Merci.
GOLDBACH INTERACTIVE (Schweiz) AG
Mattenstrasse 90, 2503 Biel/Bienne
Seestrasse 39, 8700 Küsnacht
www.goldbachinteractive.com
GOLDBACH MOBILE (Schweiz) AG
Mantelgasse 10, 8008 Zürich
www.goldbachmobile.com
Dominic Stöcklin
Consultant Social Media
Responsible for Social Media Monitoring
+41 32 366 01 73
twitter.com/dstoecklin
Angelo Aloise
Project Manager Social Media
+41 32 366 01 65
twitter.com/aloisea