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YEAR-END 2016 CEO COMMUNICATIONS

Tracking Report

©2017Fleishman-HillardInc.Allrightsreserved.

2016 CEO Report Overview

AsCEOsincreasetheirpublicprofile,howdotheycommunicatecomparedtotheirpeersandCEOsinothersectors?Whatarethey–orwhatcouldtheybe–talkingaboutbeyondearningstoposi?velyimpactstakeholderrela?onshipsandbusinessgoals?CEOcommunica@onsplayacrucialroleinhowthepublicperceivesacompanyandFleishmanHillardhasnowbeentrackingCEOcommunica@onsforafullyear.Thisreporthighlightsthevisibility,[email protected]@fydominantlanguage,messaging,posi@[email protected]@fiedbyusingFortune’s“MostAdmired”,Interbrand’s“BestBrands”andtheFortune500tocreatearepresenta@vesampleoftopU.S.companies.EachCEOwastrackedintop-@ermediaandothernotablemediaplacementsaswellastheirindividualsocialchannels.

Technology Healthcare FinancialServices ManufacturingConsumerGoodsandServices

Apple CVS Goldman Sachs Boeing Coca-Cola

Google UnitedHealth CiGgroup General Electric McDonalds

MicrosoJ Johnson & Johnson

JP Morgan Chase Ford Motor Disney

Amazon Pfizer Berkshire Hathaway General Motors Nike

HP Inc. Merck American Express Tesla Walmart

Facebook MetLife Southwest

AT&T Delta Airlines

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The presidenGal elecGon had a significant impact on CEO conversaGon, making it the top conversaGon driver this quarter. CEOs across sectors endorsed their preferred candidate and also released statements regarding the elecGons. Healthcare CEOs spoke about the least amount of topics while the other sectors began to speak about a much wider variety of topics. There has been a large increase in CEOs commenGng on industry trends, products, and M&A conversaGon. This is heavily driven by the Technology and Manufacturing sectors. Industry trends remains a priority topic of conversaGon in the Manufacturing and Technology sectors where CEOs are oJen expected to have a point of view on how they are innovaGng to reflect these trends. These two sectors consistently reflect similar themes as Manufacturing companies conGnue to focus on digitalizaGon and technology improvements.

WHAT ARE CEOs saying?

WHERE ARE THEY saying it? TradiGonal media was the preferred media type for CEOs, making Q3 the only quarter where social media surpassed tradiGonal media coverage. This was driven by an increase of tradiGonal coverage this quarter, rather than a decrease in social conversaGon. Notably, statements regarding the presidenGal elecGon were distributed through a variety of methods including proacGve statements, employee newsle`ers and video interviews. Consumer CEOs were the most consistent across tradiGonal and social media. Surges in tradiGonal media were due to earnings calls and surges in social media use were a result of announcing employee iniGaGves.

WHAT’S NEW in Q4? Manufacturing CEOs are conGnuing to increase their visibility quarter by quarter, while financial services have seen tremendous growth this quarter following three quarters of declining conversaGon. Healthcare was the only sector that was less acGve this quarter than in Q3. A notable new trend in the conversaGon is consumer CEOs using social media as a key plaborm for employee-focused communicaGons. The CEOs of both Walmart and Southwest frequently used social media to share employee spotlights and general employee appreciaGon posts. For the first Gme this year, Financial Services CEOs were one of the most acGve sectors and surpassed Manufacturing and Consumer CEOs in terms of volume. This can be a`ributed to the significant impact of the elecGon on this industry, which led people to look to these senior leaders for their opinions.

EX ECUT IVE SUMMA RY

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Q4 2016 All Sectors TREND ANALYSIS

The presidenGal elecGon had a significant impact on CEO conversaGon, making it the top conversaGon driver this quarter. CEOs across sectors endorsed their preferred candidate and also released statements on the outcome of the elecGon.

CEO conversaGon conGnued to focus on long-term business performance and global growth. However, we have seen a large increase in CEOs commenGng on industry trends, products and M&A conversaGon. Elon Musk was the most acGve CEO this quarter for the second quarter in a row replacing Mark Zuckerberg, who was the most acGve in the first half of the year.

TradiGonal media was the preferred media type for CEOs, making Q3 the only quarter where social media surpassed tradiGonal media coverage. This was driven by an increase of tradiGonal coverage largely due to the elecGon this quarter, rather than a decrease in social conversaGon.

Manufacturing CEOs are conGnuing to increase their visibility quarter by quarter, while Financial Services has seen tremendous growth this quarter following three quarters of declining conversaGon.

Healthcare was the only sector that was less acGve this quarter than in Q3. They were the most acGve in Q2 due to the failed Pfizer and Allergan merger and Johnson & Johnson’s strong Q2 earnings.

MostAc@veOverallCEO:ElonMusk,Tesla

ThefollowinggraphicillustratesthemostcommonlyusedwordsbyCEOs(October1-December31,2016)

4

0

100

200

300

400

500

SectorVolumebyQuarter(2016)

Q1 Q2 Q3 Q4

54%41%

5%

Conversa?onbyContext

Proac@ve

Neutral

Reac@ve72%

28%

Conversa?onbyMediaType

Tradi@onal

Social

24%

18%

16%

14%

6%5%5%

4%4%4%

TopTenConversa?onDrivers

Presiden@alElec@onProductEarningsIndustryTrendsGlobalMarketsBusinessStrategyM&AAnnouncementThoughtLeadershipInterview

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MOST ACTIVE CEOS By Sector

Manufacturing: Elon Musk,

Tesla

Technology: Mark Zuckerberg,

Facebook

Healthcare: Larry Merlo,

CVS

Financial Services: Warren Buffett,

Berkshire Hathaway

Consumer Goods & Services: Doug McMillon,

Walmart

Doug McMillion, CEO of Walmart, was the most acGve CEO of the Consumer sector overall in Q4 2016. However, Disney and McDonalds were both more acGve in tradiGonal media. McMillon frequently spoke about his employees, posGng spotlights and appreciaGon posts on social media. He also discussed the companies presence in China, most notably the launch of Walmart's Food Safety CollaboraGon Center in Beijing.

Warren Buffet, CEO of Berkshire Hathaway, was the most acGve CEO of the Financial Services sector in Q4 2016. Like most other CEOs in the sector, he does not have a social media presence. He frequently spoke about the U.S. presidenGal elecGon. While he endorsed candidate Hillary Clinton early on, the majority of the conversaGon was a result of him releasing his tax returns as a response to comments made by Trump. He also spoke following the elecGon regarding future outlook.

Larry Merlo, CEO of CVS, was the most acGve CEO of the Healthcare sector in Q4 2016. However, like other CEOs in the sector, he was not very acGve and does not have a social media presence. He frequently discussed the possibility of CVS losing prescripGons as a result of changes in insurance pharmacy networks. He also spoke publicly about earnings.

Mark Zuckerberg, CEO of Facebook, was the most acGve CEO of the Technology sector in Q4 2016 in both tradiGonal and social media. Notably, he was significantly more acGve on social media than others in the sector. He frequently spoke about Facebook’s latest advancements in VR with their Oculus product, the launch of their Jarvis product and tech investor Peter Theil’s involvement in the Trump campaign.

Elon Musk, CEO of Tesla, was the most acGve CEO of the Manufacturing sector in Q4 2016 in both tradiGonal and social media. He was also the most acGve CEO overall. He frequently commented on plans to produce a solar roof, the future of the autonomous vehicles industry, and conGnued to discuss long-term business/innovaGon goals including plans to explore life on Mars.

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CEO COMMUNICATIONS By Sector and Company

6

Manufacturing

Healthcare

Finance

ConsumerGoodsandServices

NumberofHits(combineddigitalandsocial)

Technology

6

CVSUnitedHealthMerckJ&JPfizer

GoldmanSachsCi@GroupAmericanExpressMetLifeJPMorganChase

Q4 2016 MEDIA ANALYSIS

For the first Gme this year, earnings took a backseat to this quarter’s controversial U.S. presidenGal elecGon. Led by the Financial and Technology sectors, CEOs took to tradiGonal media to discuss their views on President-elect Trump and his upcoming administraGon. However, the elecGon was very rarely discussed by CEOs on social media. Similarly to Q3, CEOs in the Manufacturing and Technology sectors were most acGve on social media, using plaborms such as Twi`er and LinkedIn to discuss their products and industry trends. CEOs in the more regulated Healthcare and Finance sectors were most acGve in tradiGonal media. Due to conversaGon around the presidenGal elecGon, communicaGon through tradiGonal media greatly increased in the financial sector this quarter.

Consumer CEOs used social media as a key plaborm for employee-focused communicaGons which is a new trend this quarter. However tradiGonal media conversaGon conGnued to focus around earnings for this sector.

To p 10 To p ic s By Media Type and Sector

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Q4 2016 Manufacturing TREND ANALYSIS Similar to Q3, the Manufacturing sector was more acGve in social media than most other sectors. This conGnued to be driven by Elon Musk of Tesla and Mary Barra of General Motors.

Overall volume in the sector has remained high. However, for the first Gme this year, tradiGonal media surpassed social media to become the main channel of communicaGon for Manufacturing CEOs.

This sector was the most acGve in conversaGon around product and announcements, driven by Elon Musk’s focus on the release of the solar roof and power generaGon. Mary Barra remained acGve on all social channels, sharing thoughts on emerging forms of transportaGon such as the self-driving car.

Ford CEO Mark Field was noGceably absent from the conversaGon this quarter, only speaking at the Ford Earnings Call. The CEOs in this sector were largely focused on industry trends including the race to Mars, self-driving cars and the presidenGal elecGon.

Top stories focused on Tesla’s plans to produce a solar roof and Boeing’s insinuaGons that it will beat Tesla’s SpaceX to Mars.

MostAc@veManufacturingCEO:ElonMusk,Tesla

ThefollowinggraphicillustratesthemostcommonlyusedwordsbymanufacturingCEOs(October1-December31,2016)

54%46%


Tradi@onal

Social

020406080

100120

Boeing GE GM Ford Tesla

VolumebyCompany

Tradi@onal Social

32%

15%12%

8%

8%

8%

6%6%

3%2%


ProductAnnouncementIndustryTrendPartnershipThoughtLeadershipEarningsInterviewConference/EventPresiden@alElec@onCrisis

Q4 2016 Technology TREND ANALYSIS For the fourth quarter in a row, Technology CEOs were the most acGve across all media. They remained more acGve on social media than other sectors. However, for the first Gme in 2016, they were more acGve on tradiGonal than on social. Technology CEOs were heavily involved in poliGcal conversaGons during this quarter. Many of the CEOs included in this report met with President-elect Trump at his Tech Summit in NY. These CEOs also released employee memos regarding these meeGngs and the elecGon outcomes in general. Notably, tech investor Peter Thiel’s donaGons to the Trump campaign were also a major generator of conversaGon in the sector. Industry trends in technology remain a large conversaGon driver in this sector as technology is rapidly evolving and leaders are expected to have a point of view and/or thought leadership plaborm on the future of the industry. Top industry trends this quarter included arGficial intelligence, virtual reality, the cloud and the growing trend of fake news. Top stories in this sector included the launch of Google’s Pixel phone, the AT&T Time Warner merger and the close of the agreement for MicrosoJ to acquire LinkedIn.

MostAc@veTechnologyCEO:MarkZuckerberg,Facebook

ThefollowinggraphicillustratesthemostcommonlyusedwordsbyTechnologyCEOs(October1-December31,2016)

0

20

40

60

80

100

120

Google Apple Amazon HP AT&T Microsog Facebook

VolumebyCompany

Tradi@onal Social

48%

49%


Proac@ve

Neutral

Reac@ve65%

35%


Tradi@onal

Social

21%

20%

18%

11%

6%

6%5%

5%4% 4%

TopTenConversa?onDriversIndustryTrends

Presiden@alElec@on

Product

M&A

Personal

NewProducts

CSR

GlobalMarkets

Earnings

Holiday

Q4 2016 Healthcare TREND ANALYSIS

Healthcare CEOs were more than 50 percent less acGve in Q4 than in Q3. Most CEOs in the sector only publicly communicated during company earnings calls, therefore keeping a fairly neutral tone. CEOs in the Healthcare sector conGnue to have no presence on personal social media channels. This is expected as some companies, specifically Pharma, are mindful of regulatory concerns with respect to a CEO sending out tweets not cleared by their medical/ regulatory departments. For example, generaGng conversaGon about product adverse events triggers reporGng requirements and menGon of certain products requires fair balance language.

Earnings remained the priority conversaGon topic for Healthcare CEOs. However, crisis/issues communicaGons increased significantly due to CVS's predicted loss of 40 million prescripGons related to more restricGve insurance pharmacy networks.

Healthcare CEOs discussed fewer topics this month and conversaGon has conGnued to decline since Q2 around issues such as Obamacare and drug pricing.

Top stories in this sector included CVS’ projected loss of prescripGons and Johnson & Johnson’s iniGaGve to hire more U.S. Veterans.

MostAc@veHealthcareCEO:LarryMerlo,CVS

ThefollowinggraphicillustratesthemostcommonlyusedwordsbyhealthcareCEOs(October1-December31,2016)

0

20

40

60

80

100

120

CVS UnitedHealth

Merck J&J Pfizer

VolumebyCompany

Tradi@onal Social

100%


Tradi@onalSocial

8%

50%

42%


Proac@ve

Neutral

Reac@ve

42%

34%

8%

8%8%

TopConversa?onDrivers

Earnings

Crisis

CSR

Interview

Obamacare

Q4 2016 Financial Services TREND ANALYSIS While Financial Services was the least acGve sector in Q3 and had consistently low volume through 2016, Financial Services CEO conversaGon has increased to make them the second most acGve CEO sector in Q4.

The high volume of conversaGon in this sector can be a`ributed to the significant impact of the elecGon on this industry which led people to look to these senior leaders for their opinions.

PoliGcal conversaGon included both endorsements prior to the elecGon and comments of reassurance following it. Comments were distributed through a variety of methods including conferences, le`ers to employees and proacGve statements. The porGon of industry issues conversaGon was led by CEOs commenGng on the Wells Fargo scandal regarding allegaGons that their employees created fake accounts for customers. Top stories in this sector included JP Morgan Chase CEO Jamie Dimon's rumored posiGon as Secretary of Treasury and Warren Buffet releasing his tax returns in response to Trump comments.

MostAc@veFinanceCEO:WarrenBuffet,BerkshireHathaway

ThefollowinggraphicillustratesthemostcommonlyusedwordsbyfinancialservicesCEOs(Oct1-December31,2016)

11

100%

CoveragebyMediaType

Tradi@onal

Social

0

20

40

60

80

100

120

GoldmanSachs

Ci@Group AmericanExpress

MetLife JPMorganChase

BerkshireHathaway

VolumebyCompany

Tradi@onal Social

49%

39%

12%


Proac@ve

Neutral

Reac@ve

44%

14%8%

6%

7%6%6%

3%3%3%


Presiden@alElec@on

Earnings

IndustryIssues

Interview

Execu@veChanges

BusinessStrategy

WorldMarkets

IndustryTrends

USEconomy

Investments

Q4 2016 Consumer Goods & Services TREND ANALYSIS

Consumer CEOs remained more acGve in tradiGonal media. However, the increasing volume of social media acGvity in Q3 conGnued through Q4. Walmart CEO Doug McMillon led the group’s social media presence with his near-daily Facebook and Instagram posts.

Consumer CEOs had a heavy focus on earnings, expansion in foreign markets and employee relaGons. CSR-focused conversaGon was the leading conversaGon last quarter but decreased in Q4.

A notable new trend in the conversaGon was consumer CEOs using social media as a key plaborm for employee-focused communicaGons. The CEOs of both Walmart and Southwest frequently use social media to share employee spotlights and general employee appreciaGon posts.

Consumer CEOs also had a significant porGon of conversaGon related to the presidenGal elecGon and social issues, most notably with Coca-Cola CEO Muhtar Kent’s vocal support of feminism.

Top stories in this sector include Coca-Cola CEO Muhtar Kent’s resignaGon, McDonald’s announcement of self-serving kiosks, Walmart’s acquisiGon of the e-commerce business Jet and the opening of Disney World Shanghai.

MostAc@veConsumerCEO:DougMcMillon,WalmartThefollowinggraphicillustratesthemostcommonlyusedwordsbyConsumerCEOs(October1-December31,2016)

12

29%

20%11%

10%

6%

6%5%

5%4% 4%


EarningsEmployeesForeignMarketsBusinessDevelopmentProductEventPresiden@alElec@onIndustryResigna@onPhilanthropy

REPORTOVERVIEWTechnology Healthcare FinancialServices Manufacturing ConsumerGoodsandServicesApple CVS GoldmanSachs Boeing Coca-Cola

Google UnitedHealth Ci@group GeneralElectric McDonalds

Microsog Johnson&Johnson JPMorganChase FordMotor Disney

Amazon Pfizer BerkshireHathaway GeneralMotors Nike

HPInc. Merck AmericanExpress Tesla Walmart

Facebook MetLife Southwest

AT&T DeltaAirlines

CEOTRACKINGMETHODOLOGYCOMPANIESANALYZED

PLATFORMSANALYZEDSOCIAL:CEOspersonalaccountsonthefollowing:

LinkedIn Twimer Facebook

TRADITIONAL:Top?ermediaincludingthefollowing:

NewYorkTimes WallStreetJournal WashingtonPost Fortune FastCompany Bloomberg

BusinessInsider FinancialTimes CNBC MSNBC ABCNews HuffingtonPost

USAToday Reuters Barron’s Forbes CNN

SPEECHES

Speechtranscriptswereincludedasavailableonlinefromalloutlets.Thesewereusedtoinformdatabutwerenotcountedforinthevolumecountforconsistencyinoutletsample.

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