What is striking is that Bosch initiates more engagement (shares, likes, comments) with its own content than all external articles and postings on Bosch – the engagement figures of external stakeholders is generally much stronger at the other companies. Between March 2017 and March 2018, Bosch communicators reaped 4.3 million mostly positive user reactions with their postings. The postings also convince qualitatively – with strong photos, graphics and videos. This shows that head of communications Christoph Zemelka and his team are consistently developing Bosch into a publishing house.
For the first time in Germany, UNICEPTA measured the digital communication of the 240 companies with the highest turnover for the selection of the award winner. Over a period of twelve months, the virality of all corporate communication via the central social media channels (Twitter, Facebook) was investigated. An initial evaluation of the 445,000 postings and 31.8 million user reactions was carried out using UNICEPTA's powerful automated smart media tools. Building on this, UNICEPTA analysts transformed Big Data into Smart Data in several steps. The communication performance of the companies was classified with human judgement, e.g. with regard to the quality of interactivity.
The Thought Leadership Award will be presented at the gala presentation of the DPRG's International German PR Prize on 26 April 2018 at the Sofitel in Munich.
The comprehensive UNICEPTA results report is available following the free download link below.