chevron pulse report: 4q 2010 edition - the state of the online energy conversation

4Q 2010 Edition July 2009 – December 2010

© 2010 Chevron Corporation

Table of Contents

1. Overview 3 3. Energy and Technology 32 The Energy Conversation 3 Summary 33 Methodology 4 Taxonomy 34 Executive Summary 8 Topics 35 The Online Energy Conversation Volume 10 Volume and Net Sentiment 38 Timeline of the Energy Conversation 11 Volume of Online Conversations 39 Volume and Net Sentiment 13 Net Sentiment and Sentiment Volume 40 Sentiment Trends 14 Sentiment Trends 41 Online Conversation Platforms Volume 15 Energy Efficiency 42

Technology and Innovation 44 2. Energy Resources 16 Alternatives and Renewables 46

Summary 17 Influencers 48 Taxonomy 18 Topics 19 4. Energy and Environment 49 Volume and Net Sentiment 21 Summary 50 Volume of Online Conversations 22 Taxonomy 51 Net Sentiment and Sentiment Volume 23 Topics 52 Sentiment Trends 24 Volume and Net Sentiment 54 Access 25 Volume of Online Conversations 55 Energy Reserves 27 Net Sentiment and Sentiment Volume 56 Energy Security 29 Sentiment Trends 57 Influencers 31 Environment, Resources and Policy 58

Climate Change 60 Influencers 62

5. Join the Online Conversation 63

The Chevron Pulse Report (TM) is © 2011 Chevron Corporation. All rights reserved. Chevron hereby grants to any person a royalty-free license to copy the Report in whole or in part. Your license is conditioned upon providing attribution to Chevron (e.g., “Source: Chevron Pulse Report, 4Q 2010 Edition”).

© 2011 Chevron Corporation | 2 Chevron Pulse Report - 4Q 2010 Edition, July 2009 - December 2010 | Prepared by Edelman

Since we last explored the online energy conversation in In the summer of 2008, Chevron partnered with Edelman to previous editions of The Chevron Pulse Report: The State of gain a better understanding of the online conversation about Online Conversation About Energy Issues, the landscape of energy. Together, Chevron and Edelman identified more than this discussion has continued to evolve and expand both online 50 key energy issues and conversation topics. Working with and off. Alterian’s SM2** social media monitoring tool, we began

analyzing the focus, volume and sentiment of the online This latest edition examines energy conversation trends that conversation about these issues across online media occurred online over the 18-month period of July 1, 2009, outlets and social media platforms such as blogs, Twitter, through December 31, 2010. We also took a closer look at the Facebook, YouTube and Flickr. fourth quarter of 2010 and analyzed how the results differed from the third quarter of 2010. Since then, Chevron has been using the data to stay informed

about energy topics that are important to people participating During the fourth quarter of 2010, there were roughly in online conversation. 5.7 million posts* about energy that emerged across online platforms. Furthermore, from July 1, 2009, through December This quarterly report articulates how the online conversation 31, 2010, approximately 20.8 million online posts about energy has evolved. We place a lot of emphasis on discussed energy. translating the conversation into simple visuals, while

understanding that it is nearly impossible to represent more than 20 million conversations in a handful of words.

Chevron and Edelman hope you find this information useful and engaging. We welcome and encourage you to share your thoughts and ask questions about the Pulse Report at www.chevronpulsereport.com.

*The term “posts” is used generically to represent a piece of online content, such as a blog post, tweet, photo, video or discussion comment. **SM2 is a social media monitoring and analysis tool that tracks and measures online conversations across blogs, forums and social media platforms based on volume, sentiment and influence.

© 2011 Chevron Corporation | 3

Overview The Energy Conversation

Chevron Pulse Report - 4Q 2010 Edition, July 2009 - December 2010 | Prepared by Edelman

www.chevronpulsereport.com

Overview Methodology: Scope

Scope

Edelman conducted a quantitative and qualitative analysis of These three categories were chosen because they represent the the volume and sentiment of the global, English-speaking broadest terms that apply to the most relevant conversations online conversation about energy issues from July 1, 2009, about energy. Within the eight key topics, we examined through December 31, 2010, focusing on eight key energy- 74 subtopics. related topics within three broad categories:

Analysis is conducted on a quarterly* basis. There were six   Energy Resources quarters during the 18-month period, beginning with 3Q09 and

  Access ending with 4Q10. Edelman examined the changes in volume and sentiment of each respective category, topic and subtopic for   Energy Reserves each quarter.

  Energy Security   Energy and Technology

  Energy Efficiency   Technology and Innovation   Alternatives and Renewables

  Energy and Environment   Environment, Resources and Policy   Climate Change

*Each calendar year is divided into four consecutive three-month periods known as "quarters." The first quarter (1Q) begins January 1 and goes through March 31. The second quarter (2Q) is April 1 through June 30. The third quarter (3Q) is July 1 through September 30. The fourth and final quarter (4Q) occurs from October 1 through December 31.


Overview Methodology: Quantitative Analysis

Quantitative Analysis of the Conversation Volume

Online conversation is varied and seemingly endless; given that, Prior to making this change, Edelman compared the ratio of there is no completely objective way of measuring precisely how coverage volume provided by manual search tools (e.g., Google many posts there are for a given period. Google has indexed and Boardreader) versus SM2 to validate that the quality of data billions of webpages, but even they cannot provide a collected by SM2 was approaching the same level as provided comprehensive view of the number of pages, posts or comments by the manual search. available online. Further, each search engine and social media monitoring tool collects posts in a slightly different manner. It is important to note that this change in the methodology may

account for a general decrease in the data set’s reported volume, Edelman captured and analyzed enough of the online likely due to an improved ability to eliminate duplicate results conversation about energy to make confident and reasonable collected for each subtopic. assertions about the quantitative (i.e., volume) and qualitative (i.e., sentiment) discussion results related to a range of energy The search terms used to carry out this analysis are based on topics. logical Boolean expressions – developed and tested for each of

the 74 energy-related subtopics – in order to reduce or eliminate Beginning with the 2Q 2010 edition of the Pulse Report, we false positives in the search results. Of note, these Boolean streamlined the quantitative data collection process in order expressions have remained the same as those used for previous to improve and expedite the production of these reports editions of the Pulse Report. moving forward. The revised methodology now consists of a quantitative measure of the online energy conversation based Using this methodology, approximately 20.8 million posts solely on results provided by Alterian’s SM2 social media related to Energy Resources, Energy and Technology, and monitoring tool. This methodology change was carried back for Energy and Environment were identified from July 2009 the duration of the 18-month period. through December 2010.


Overview Methodology: Qualitative Analysis

Qualitative Analysis of the Conversation Sentiment

Since Edelman examines such a sizable amount of The items were selected based on topical relevance. They conversation each quarter, it would be impossible to manually were weighted according to the predominance of subtopics rate the tone and sentiment of each of these posts. Thus, the in relation to one another so that the sample reflected the semantic engine of Alterian’s SM2 social media monitoring volumes identified in the quantitative analysis. For example, tool was used to evaluate the sentiment of the online if the subtopic Biofuels made up 20 percent of the conversation about each issue. This is the same quantitative sample for the discussion of the topic methodology that Edelman used in previous editions of the Alternatives and Renewables, then 20 percent of the report. qualitative sample for this topic focused on Biofuels.

Additionally, the samples were weighted by date to reflect Edelman is confident in the tool’s native capabilities, but individual conversation trends where possible. worked to provide additional assurance that the tool properly rated issue-oriented conversations. These types of More than 5,000 posts made up the sample used in the conversations can differ in sentiment and tone from consumer- 2008 survey. A team of 10 conversation analysts manually or product-oriented discussions. reviewed the posts and scored them on a 5-point Likert

Scale for overall sentiment as well as sentiment on specific In August 2008, Edelman conducted a quantitative survey of issues: the online conversation about energy issues. This established the relative volume of conversation about energy issues over a 1 = Very unfavorable seven-month period, from January 1 through July 31, 2008. 2 = Unfavorable We drew a randomized qualitative sample of posts from the 3 = Neutral larger quantitative pool in order to gain insight on the tone and

4 = Favorable trends in the conversation about these topics. 5 = Very favorable


Overview Methodology: Qualitative Analysis, continued

For example, a post that was very favorable about Alternatives For the purposes of the Pulse Report, SM2 applied this and Renewables but very unfavorable about Wave Power scoring system to all 20.8 million posts across 74 subtopics would be scored “5” for Alternatives, “1” for Wave Power and over 18 months. Comparing this analysis with other evaluations “4” overall. The overall score was based on the general tone of of the online conversation about specific issues, Edelman is the article; it was not merely an average of the individual confident that this examination represents one of the most scores. Further, net sentiment was calculated based on a comprehensive analyses of online conversation available. weighted average of positive and negative sentiment.

The analysts also developed a detailed taxonomy of trigger words that signaled why the post was positive or negative in sentiment. This dictionary of more than 1,000 words was combined with SM2’s existing semantic dictionary in order to provide heightened assurance that the semantic engine was properly scoring conversations. Edelman reviewed a sample of the conversations scored by SM2 and is confident in its semantic scoring. This methodology was applied to the evaluation of six previous quarterly reviews of the online conversation about energy issues.


Overview Executive Summary: July 1, 2009 – December 31, 2010

  There were approximately 20.8 million posts about   Of the eight key topics* examined, Alternatives and Energy Resources, Energy and Technology, and Renewables generated the largest volume of online Energy and Environment. discussion, with 5.8 million posts. This made up roughly

28 percent of the conversation analyzed.   Energy and Technology was the only category of the

three major energy categories that received a positive   Climate Change accounted for more than 20 percent net sentiment score. of the conversation, but received the most negative

conversation sentiment seen among the eight key   Energy and Technology also attracted the largest volume topics.

of online conversation during the 18-month period, with more than 12 million posts.   Although it was mentioned in approximately 1.3 million

posts, Energy Reserves made up a little more than   Energy Resources was discussed in approximately 6 percent of the discussion volume.

2.2 million posts – the lowest conversation volume of the three major energy categories.   The three key topics under the Energy and

Technology category were all positive in sentiment,   During that same 18-month period, Energy and with Energy Efficiency attracting the most positive net

Environment accrued the lowest sentiment of sentiment score. conversation with a Likert score of 2.48 out of 5.00 – the same sentiment score received by this category in the   In contrast, all three key topics under the Energy fourth quarter of 2010. It was closely followed by Energy Resources category were negative in sentiment, the Resources with a Likert score of 2.49. lowest score being Access.


*See page 4 for a list of the eight key topics.


Overview Executive Summary: October 1, 2010 – December 31, 2010

  The volume of online energy-related conversation   The conversation sentiment for Environment, Resources grew by approximately 30 percent, from approximately and Policy – a key topic under the Energy and Environment 4.4 million to 5.7 million posts. category – became more positive in the fourth quarter of

2010. Conversation volume also increased by nearly   Energy and Technology accounted for almost 62 percent 30 percent, from 431,488 to 560,670.

of the online discussion generated by the three major energy categories, with roughly 3.5 million posts.   The other key Energy and Environment topic, Climate

Change, decreased in conversation sentiment to 2.26,   Energy and Technology fell from a positive net its lowest score since the first quarter of 2010.

sentiment score of 3.41 in the third quarter of 2010 to However, discussion volume about this topic grew by a neutral net sentiment score of 3.01 in the fourth almost 60 percent from the third quarter to the fourth quarter of 2010 – the lowest score received by the quarter of 2010. category during the past six quarters.

  Under the Energy and Technology category, the   Among the three major energy categories analyzed, Alternatives and Renewables key topic contributed the

Energy Resources saw the lowest conversation majority of online discussion. For the first time since the volume and net sentiment score. third quarter of 2009, conversation sentiment for the

Technology and Innovation key topic was negative, with   The volume of online discussion about Energy and a score of 2.50.

Environment reached nearly 1.6 million posts during the fourth quarter of 2010, a growth of more than 47 percent   Of the three key Energy Resources topics examined, from the prior quarter. In contrast, this category saw a Access received the lowest net sentiment despite seeing an 3.1 percent decrease in conversation sentiment. 11 percent improvement from the previous quarter. The

volume of online conversations about Energy Reserves grew by almost 50 percent from 256,114 to 378,867 posts.



Energy Resources (.62)

11% 27%

62%

Energy and Environment (1.6)

Energy and Technology (3.5)

3 MONTHS October 1, 2010 – December 31, 2010

(Millions)

Energy Resources (2.2)

11%

30%

Energy and Environment (6.3)

59%

Energy and Technology (12.3)

18 MONTHS July 1, 2009 – December 31, 2010

Chart 1.1

(Millions)

Overview The Online Energy Conversation Volume

There were approximately 20.8 million online posts about Energy Resources, Energy and Technology, and Energy and Environment from July 2009 through December 2010. Of those posts, 5.7 million occurred from October 2010 through December 2010.


July 1, 2009 – December 31, 2010

Chart 1.2

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3,500,000

3,000,000

2,500,000

2,000,000

1,500,000

1,000,000

500,000

0

Energy Resources Energy and Environment Energy and Technology

3Q09 4Q09 1Q10 2Q10 3Q10 4Q10

G8 Summit (JULY)

EPA announces rules to regulate greenhouse gases (SEPT)

Senate introduces Kerry-Boxer climate bill (SEPT)

Hacked emails from the University of East Anglia Climate Research Unit released (NOV)

United Nations Framework Convention on Climate Change in Copenhagen (DEC)

EPA announces regulation of carbon (DEC)

Obama administration announces new tax credits to create green jobs (JAN)

State of the Union address delivered by U.S. President Barack Obama (JAN)

Plan to expand oil and natural gas drilling off U.S. shores set forth by Interior Secretary Salazar (MAR)

Deepwater Horizon drilling rig explodes in the Gulf of Mexico (APRIL)

Earth Day 2010 (APRIL)

G20 Summit kicks off in Canada (JUNE)

BP announces no oil flowing into Gulf of Mexico (JULY)

Top regulators say temporary halt to deepwater drilling will remain for a few more months (AUG)

Mariner Energy’s Vermilion 380 platform catches fire in the Gulf of Mexico (SEPT)

Obama administration lifts deepwater drilling moratorium in the Gulf of Mexico (OCT)

50th Anniversary of Arctic National Wildlife Refuge (ANWR) sparks congressional drilling debate (DEC)

United Nations climate summit kicks off in Cancun, Mexico (NOV)

Overview Timeline of the Energy Conversation: 3Q 2009 – 4Q 2010


Overview Timeline of the Energy Conversation: 4Q 2010


DECEMBER 27 United Kingdom reports record renewable energy output led by wind capacity

DECEMBER 7 50th Anniversary of Arctic National Wildlife Refuge (ANWR) sparks congressional drilling debate

DECEMBER 1 Obama administration closes parts of Outer Continental Shelf (OCS) to oil and gas leasing

NOVEMBER 29 United Nations climate summit kicks off in Cancun, Mexico

NOVEMBER 9 International Energy Agency (IEA) releases 2010 World Energy Outlook report

NOVEMBER 3 U.S. mid-term elections results

OCTOBER 15 France faces nationwide fuel shortage amid protests against new retirement law

OCTOBER 13 Environmental Protection Agency (EPA) approves higher concentration of ethanol into gasoline for newer vehicles

OCTOBER 12 Obama administration lifts deepwater drilling moratorium in the Gulf of Mexico

Chart 1.3


Low Volume/ Negative Sentiment

Low Volume/ Positive Sentiment

High Volume/ Negative Sentiment

High Volume/ Positive Sentiment

0

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600,000

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Environment, Resources and Policy

Climate Change

Alternatives and Renewables

Technology and Innovation

Energy Reserves

Energy Efficiency

Access Energy Security

Chart 1.4

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Sentiment of Online Conversations

October 1, 2010 – December 31, 2010

Overview Volume and Net Sentiment of Online Conversations About Energy

From October to December 2010, online conversation about Energy Efficiency attracted the most positive conversation sentiment score among the eight key energy topics analyzed. During this period, Climate Change grew in volume by 60 percent and replaced Access as the topic with the most negative sentiment.


Overview Sentiment Trends of Online Conversations About Energy

Online conversation related to Energy Security and Environment, Resources and Policy increased in sentiment by 8 percent and 11 percent, respectively, during the fourth quarter of 2010. Technology and Innovation and Energy Security both moved from a positive to negative sentiment from the third quarter to the fourth quarter of 2010.

Eight Key Topics 3Q09 4Q09 1Q10 2Q10 3Q10 4Q10


3.30 3.10 3.12 2.56 3.01 3.26

Climate Change 2.46 2.33 2.18 2.52 2.38 2.26


3.42 3.32 3.25 3.34 3.36 3.27

Energy Efficiency 3.70 3.60 3.29 3.30 3.52 3.35

Technology and Innovation 3.33 3.46 3.44 3.28 3.42 2.50

Access 2.72 2.66 2.54 2.43 2.16 2.39

Energy Reserves 2.75 2.54 2.45 2.43 2.55 2.42

Energy Security 2.79 2.61 2.64 2.67 3.10 2.79

Chart 1.5

July 1, 2009 – December 31, 2010

Positive Negative

Positive (3.10–5.00) Neutral (2.90–3.09) Negative (1.00–2.89)

Sentiment Trends of Online Conversations Legend: >0.10 Change:


Social Networks

Blogs


Microblogs 36% 28%

17%

2% Video/Photos

Discussion Forums

Chart 1.6

17%


Overview Online Conversation Platforms Volume

In the fourth quarter of 2010, Discussion Forums generated the largest volume of energy-related conversation that surfaced on social media platforms, followed by Microblogs like Twitter.



The Online Conversation About:

ENERGY RESOURCES


Energy Resources Summary of the Online Conversation

  There were over 2.2 million online posts about Energy Resources from July 2009 through December 2010.

  Net sentiment for Energy Resources remained consistent over the past three quarters at a Likert score of 2.46 out of 5.00.

  Compared to the fourth quarter of 2009, discussion about Energy Resources in the fourth quarter of 2010 saw a 161 percent increase in volume.

  Like the previous quarter, Energy Resources accounted for less than 11 percent of the online energy conversation that emerged in the fourth quarter of 2010; however, it grew in volume by 31 percent.

  Of the three key Energy Resources topics, Energy Reserves drove the majority of online coverage during the past six quarters, garnering nearly 1.3 million posts during that time. It was cited in almost 379,000 posts in the fourth quarter of 2010 alone.

  Net sentiment for Energy Security decreased by roughly 10 percent in the last quarter of 2010 after reaching an 18-month high of 3.10 in the third quarter of 2010.

  The Access key topic received a low net sentiment score of 2.39 in the fourth quarter of 2010, which was an increase in sentiment score from the previous quarter.

  In contrast, the net sentiment scores for Energy Security and Energy Reserves decreased in the fourth quarter of 2010 to 2.79 and 2.42, respectively.

  From October to December 2010, the tone of discussion about both Arctic National Wildlife Refuge (ANWR) and Peak Oil were the most negative of all the Energy Resources subtopics, with a net sentiment score of 1.96 and 1.98, respectively. Energy Independence was the most positive, with a net sentiment score of 3.36.


KEY ENERGY RESOURCES TOPICS EXAMINED: •  Access •  Energy Reserves •  Energy Security


Energy Resources Taxonomy


ENERGY RESOURCES

ACCESS ENERGY RESOURCES

ENERGY SECURITY

Energy Reserves Energy Security

Arctic National Wildlife Refuge (ANWR)

Peak Oil Energy Independence

Strategic Petroleum Reserve (SPR)

“Foreign” Oil

Oil Shale Energy Capacity

U.S. Domestic Natural Gas

Energy Supply

Category

Key Topics

Subtopics

U.S. Domestic Access

Outer Continental Shelf (OCS)

Oil Sands Refineries


Energy Resources Topics Explored in the Online Conversation

Access Energy Reserves   Outer Continental Shelf (OCS): Oil or drilling in the   Energy Reserves: Reserves of energy resources,

OCS offshore areas that lie between the jurisdiction including natural gas and oil. A reserve is the amount of individual U.S. states and the federal government, of commercially recoverable energy still remaining at generally three miles to 200 miles off the coast. a location.

  Arctic National Wildlife Refuge (ANWR): Oil or   Peak Oil: Defined as the point in time when the drilling in the ANWR, a 19 million-acre area that lies maximum rate of extraction of the world’s petroleum in the northeast corner of Alaska, a portion of which supply is met and subsequently followed by the could be designated for oil and natural gas terminal decline of production. exploration.   Strategic Petroleum Reserve (SPR): America’s

  U.S. Domestic Access: Access to or exploration of storage of oil maintained by the U.S. Department of U.S. energy resources. Energy for future emergency situations involving U.S.

energy supply.   Oil Shale: An organic-rich sedimentary rock that can be used to produce liquid hydrocarbons or converted   Energy Capacity: The level of production for into various forms of oil. individual refineries as well as total production for all

refineries.   Oil Sands: Unconventional oil that comprises a natural mixture of sand, water and a form of   Refineries: Oil refineries or the oil refining process. petroleum called bitumen.   Energy Supply: The supply of energy resources,

  U.S. Domestic Natural Gas: Natural gas supply in such as oil or natural gas. the United States.



Energy Resources Topics Explored in the Online Conversation, continued

Energy Security   Energy Security: The issue of U.S. national security

involving energy, such as rising costs or limited supplies.

  Energy Independence: Energy independence or energy dependence refers to whether a country can rely on its own resources for energy production or turns to other countries for energy supplies.

  “Foreign” Oil: Supplies of oil from non-U.S. sources.






0

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300,000

350,000

400,000 Energy Reserves

Access

Energy Security

Chart 2.1 Sentiment of Online Conversations


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Energy Resources Volume and Net Sentiment of Online Conversations

Of the three key Energy Resources topics examined, Energy Reserves had the highest volume of online conversation during the fourth quarter of 2010. Energy Security was the least negative in sentiment.


21.53%

5.25%

4.92%

5.88%

24.77%

8.49%

30.63%

4.73%

4.44%

11.28%

0% 5% 10% 15% 20% 25% 30% 35%

Outer Continental Shelf

Energy Supply


Oil Sands

Energy Reserves

Peak Oil

Energy Capacity

Energy Security

Energy Independence

Refineries

Chart 2.2

10 Energy Resources Subtopics* October 1, 2010 – December 31, 2010

Percentage of Online Conversations About Energy Resources – 617,000 Total

*Ten of 15 Energy Resources subtopics

Energy Resources Volume of Online Conversations

Energy Capacity comprised the largest share of the online conversation about Energy Resources during the third quarter of 2010, followed by Energy Reserves and Outer Continental Self (OCS), respectively.


Outer Continental

Shelf

Pos

itive

N

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Category

Net Sentiment

Neutral Volume

Energy Supply

U.S. Domestic

Natural Gas

Oil Sands Energy Reserves

Peak Oil Energy Capacity

Energy Security

Energy Independence

Refineries

3,643

1,304 289

1,595 2,959

1,285

4,888

1,153 2,038 1,028

– 8,759

– 2,229 – 454

– 3,250

– 8,015

– 4,524 – 4,912

– 1,225 – 1,110

– 5,819

-10,000

-8,000

-6,000

-4,000

-2,000

0

2,000

4,000

6,000

Chart 2.3

10 Energy Resources Subtopics* October 1, 2010 – December 31, 2010

Sent

imen

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*

*Ten of 15 Energy Resources subtopics **Number of positive, negative and neutral posts rated by the SM2 social media monitoring tool

2.39 2.60 2.80 2.40 2.34 1.98 2.99 3.01 3.36 2.03

88,767 21,136 22,382 22,799 105,385 34,072 134,113 19,858 17,699 46,155

Energy Resources Net Sentiment and Sentiment Volume of Online Conversations

Energy Independence continued to be the most favorable conversation during the fourth quarter of 2010, with a positive net sentiment of 3.36. Peak Oil and Refineries were both negative and decreased in sentiment from the previous quarter.


Energy Resources Sentiment Trends of Online Conversations

The online conversation about Outer Continental Shelf (OCS) increased in positive sentiment by 19 percent from the third quarter to the fourth quarter of 2010. Conversely, the sentiment for discussion about Peak Oil dropped by 19 percent in the fourth quarter of 2010.


10 Energy Resources Subtopics*

3Q09 4Q09 1Q10 2Q10 3Q10 4Q10

Outer Continental Shelf 3.05 2.96 2.72 2.42 2.01 2.39

Energy Supply 2.72 2.36 2.67 2.43 2.47 2.60

U.S. Domestic Natural Gas 2.36 2.51 2.39 2.83 2.55 2.80

Oil Sands 2.36 2.52 2.24 2.43 2.37 2.40

Energy Reserves 2.49 2.44 2.41 2.45 2.49 2.34

Peak Oil 2.39 2.27 2.34 2.50 2.47 1.98

Energy Capacity 3.21 3.01 2.74 2.69 2.87 2.99

Energy Security 3.15 3.07 2.98 2.85 3.14 3.01

Energy Independence 3.18 2.91 2.96 3.00 3.53 3.36

Refineries 2.33 2.37 1.96 2.00 2.24 2.03

July 1, 2009 – December 31, 2010

Positive Negative

Sentiment Trends of Online Conversations Legend: >0.10 Change: Positive (3.10–5.00) Neutral (2.90–3.09) Negative (1.00–2.89)

*Ten of 15 Energy Resources subtopics Chart 2.4






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Arctic National Wildlife Refuge


Oil Shale


Oil Sands U.S. Domestic Natural Gas



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Energy Resources Access: Volume and Net Sentiment of Online Conversations

Among the Access subtopics examined, online conversation pertaining to Arctic National Wildlife Refuge (ANWR) was the most negative in sentiment in the fourth quarter of 2010. Discussion regarding U.S. Domestic Natural Gas was the most positive in sentiment. Oil Shale had the lowest conversation volume in the fourth quarter of 2010.


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3Q09 4Q09 1Q10 2Q10 3Q10 4Q10

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Arctic National Wildlife Reserve



Oil Sands


Access* July 1, 2009 – December 31, 2010

Chart 2.6 *Five of six subtopics about Access


Energy Resources Access: Volume Trend of Online Conversations

Online conversation about the Outer Continental Shelf (OCS) continued to be the main driver of discussion regarding Access in the fourth quarter of 2010. OCS spiked in volume during the second quarter of 2010, but fell 42 percent by the fourth quarter of 2010.






0

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Strategic Petroleum Reserve

Energy Capacity

Energy Reserves

Energy Supply

Peak Oil

Refineries


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Energy Resources Energy Reserves: Volume and Net Sentiment of Online Conversations

Among the six Energy Reserves subtopics analyzed, Energy Capacity generated the largest volume of online conversation and a neutral net sentiment in the fourth quarter of 2010. During that time, Peak Oil replaced Refineries as the subtopic with the most negative net sentiment and Strategic Petroleum Reserve (SPR) continued to have the lowest volume of mentions.


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3Q09 4Q09 1Q10 2Q10 3Q10 4Q10

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Energy Capacity Energy Reserves Energy Supply Peak Oil Refineries

Energy Reserves* July 1, 2009 – December 31, 2010

Chart 2.8

*Five of six subtopics about Energy Reserves


Energy Resources Energy Reserves: Volume Trend of Online Conversations

The volume of online conversation about five of the six Energy Reserves subtopics examined increased in volume in the fourth quarter of 2010. Peak Oil increased by 95 percent from the third quarter to the fourth quarter of 2010.






19,500

20,000

20,500

21,000

21,500

22,000

22,500

Energy Independence

“Foreign” Oil

Energy Security



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Energy Resources Energy Security: Volume and Net Sentiment of Online Conversations

Among the Energy Resources subtopics, “Foreign” Oil generated the lowest volume of online conversation in the fourth quarter of 2010 after having the highest volume in the previous quarter. It also was the most negative in sentiment. The tone of conversation about Energy Security shifted from slightly positive in the third quarter of 2010 to neutral in the fourth quarter.


0

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3Q09 4Q09 1Q10 2Q10 3Q10 4Q10

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Energy Independence Energy Security "Foreign" Oil

Energy Security July 1, 2009 – December 31, 2010

Chart 2.10


Energy Resources Energy Security: Volume Trend of Online Conversations

After experiencing a decrease in conversation volume in the third quarter of 2010, volume for Energy Independence and “Foreign” Oil increased in the fourth quarter. Discussion about Energy Security continued to grow, increasing by 54 percent from the third to fourth quarter of 2010.


Energy Resources Sample of Influencers Active in the Online Conversation

Blog Link Description

Environmental and Shares insights on environmental and urban issues from an http://greeneconomics.blogspot.com Urban Economics economic perspective.

Offers daily insights into the financial, economic and policy FT.com/Energy Source http://blogs.ft.com/energy-source aspects of energy and the environment.

OilPrice.com http://oilprice.com Provides investment news and analysis on the energy industry.

Discusses issues related to energy shortages and their impact Our Finite World http://ourfiniteworld.com on the economy.

Independent commentary and analysis on environmental and Resource Insights http://resourceinsights.blogspot.com natural resource news.




ENERGY AND TECHNOLOGY


Energy and Technology Summary of the Online Conversation

  From July 2009 to December 2010, approximately 12.3 million posts about Energy and Technology emerged online.

  During the 18-month period, the Energy and Technology conversation garnered a net sentiment of 3.27 – the most positive net sentiment received among the three major energy categories during the past six quarters.

  Interest surrounding Energy and Technology drove a majority of the energy-related conversation online over the 18-month period, making up nearly 60 percent of the general energy discussion.

  In the fourth quarter of 2010, conversation sentiment toward Energy and Technology decreased in favorability by almost 12 percent from the third quarter of 2010, dropping from 3.41 to 3.01 – the lowest sentiment score obtained by the category in any of the previous five quarters analyzed.


KEY ENERGY AND TECHNOLOGY TOPICS EXAMINED: •  Energy Efficiency

•  Technology and Innovation •  Alternatives and Renewables

  Each of the three key topics included under the Energy and Technology category – Alternatives and Renewables, Energy Efficiency and Technology and Innovation – decreased in conversation sentiment from the third quarter to the fourth quarter of 2010.

  From October to December 2010, online discussion about both Energy Efficiency and Alternatives and Renewables grew in volume by more than 30 percent.

  Technology and Innovation saw a 4 percent increase in conversation volume in the fourth quarter of 2010 after increasing by 57 percent from the second to third quarter of 2010.


Energy and Technology Taxonomy


ENERGY and TECHNOLOGY

TECHNOLOGY and INNOVATION

ENERGY EFFICIENCY

ALTERNATIVES and RENEWABLES

Deep Water

Energy Technologies

Fuel Cell

Directional Drilling

Intercropping

Gas-to-Liquids (GTL)

Energy Innovation

Steamflooding

Solar-to-Steam

Gasification

Liquefied Natural Gas (LNG)

Exploration and Development

Carbon Capture and Storage

(CCS)

Carbon Capture

Carbon Sequestration

Cleantech

Hydraulic Fracturing

Seismic Imaging/ Visualization

Enhanced Oil Recovery

Biofuels

Ethanol


Geothermal

Solar

Wind

Hydrogen

Nuclear

Ocean

Algae

Cellulosic Ethanol

Corn-Based Ethanol

Nonfood Biofuels

Biohydrocarbons

Clean Energy

Energy Efficiency

Fuel Efficiency

Energy Conservation

Energy Efficiency Policy

Fuel Efficiency Policy

Category

Key Topics

Subtopics



Energy and Technology Topics Explored in the Online Conversation

Energy Efficiency Technology and Innovation   Energy Efficiency: Reducing the amount of energy   Deep Water: Exploring and producing oil and gas off

needed to perform a process, from heating a home to the coastline in water depths of 1,000 ft or more. powering a factory.   Energy Technologies: Technological processes or

  Fuel Efficiency: Efficiency of a particular vehicle innovations associated with producing energy. measured by its total output (i.e., mileage) in   Fuel Cell: An electrochemical cell that combines a comparison to amount of input (i.e., fuel). Also related fuel source (e.g., hydrogen) with an oxidant (e.g., to fuel economy indicated by miles per gallon (mpg) water) to produce an electrical current, commonly or kilometers per liter (km/L). used to power vehicles.

  Energy Conservation: Reduction of energy   Directional Drilling: Drilling nonvertical wells that consumption. can extract oil and natural gas from a single point

  Energy Efficiency Policy: Local, state and national across a vast territory. policies, through incentives, tax credits and other   Gas-to-Liquids (GTL): Converting gaseous policy mechanisms, that are designed to reduce the compounds into hydrocarbon-based liquids such as amount of energy used. gasoline.

  Fuel Efficiency Policy: Regulations and legislation   Intercropping: Energy industry’s adoption of the at the local, state and national levels, such as agricultural practice of growing one crop between emissions performance standards, that are used to the rows of another crop of a separate source; set new thresholds in emission control technology. commonly used to harvest biomass.

  Steamflooding: Enhanced oil recovery process of injecting steam into heavy oil reservoirs to heat the crude oil underground, reducing its viscosity and allowing its extraction through wells.



Energy and Technology Topics Explored in the Online Conversation, continued

Technology and Innovation, continued   Energy Innovation: Advancements made in the   Cleantech: Energy products and services that

development of energy sources. increase efficiency while reducing costs, energy consumption and environmental impact.   Gasification: Producing gas from coal in order to

convert it into transportation fuels such as gasoline or   Hydraulic Fracturing: Recovery of natural gas and diesel. oil from rock formations deep below the earth’s

surface through the injection of fluid pressure into   Solar-to-Steam: Generation of steam from captured targeted fractures in the rock. This creates a path sunlight to carry out heavy oil extraction. between the reservoir and the well, increasing the

  Liquefied Natural Gas (LNG): Liquid form of natural amount of oil and natural gas that can be recovered. gas for easier storage and/or transportation of natural

  Seismic Imaging/Visualization: Three-dimensional gas to markets. imaging of subsurface geology that helps petroleum

  Exploration and Development: Exploratory engineers identify possible oil- and gas-bearing ventures and developments of energy resources. formations. The images show a reservoir at different

  stages of depletion, allowing engineers to improve Carbon Capture and Storage (CCS): Family of technologies that provide capture and storage of recovery and produce resources more efficiently. carbon dioxide emissions in deep geologic   Enhanced Oil Recovery: Technologies such as formations. thermal recovery or gas injection that can be used to

  Carbon Capture: Capturing and compressing of increase the amount of oil that can be extracted from an oil field. carbon dioxide in the CCS process.

  Carbon Sequestration: Geo-engineering technique used for the long-term storage of carbon dioxide.


Energy and Technology Topics Explored in the Online Conversation, continued

Alternatives and Renewables   Biofuels: Fuels produced from renewable biological   Ocean: Energy generation through the movement of

resources, including vegetable oil – and animal fat – ocean surface waves. based diesel fuels.   Algae: Use of the photosynthetic organism algae to

  Ethanol: Flammable, colorless liquid that can be create a biofuel by converting carbon dioxide and used as a fuel or fuel additive. sunlight into oxygen and biomass.

  Alternatives and Renewables: Nontraditional   Cellulosic Ethanol: Biofuel produced from wood, sources of energy and those that can be produced grasses or nonedible plant parts. from naturally replenishing resources, such as solar,   Corn-Based Ethanol: Form of ethanol produced wind or wave power. from corn through industrial fermentation and

  Geothermal: A source of energy that is generated by distillation. extracting heat from the earth.   Nonfood Biofuels: Ethanol produced from nonfood

  Solar: Generation of electricity from sunlight. crops for waste biomass, such as the stalks of wheat and wood.   Wind: Power of wind converted into a usable form of

energy that can be harnessed to produce electricity.   Biohydrocarbons: Fuel source produced by mixing biomass feedstock of plants with hydrogen and   Hydrogen: Generating power from hydrogen and fuel another chemical catalyst. cells, which are electrochemical cells that generate

electricity through the reactions between hydrogen   Clean Energy: Energy sources that do not pollute and water. the atmosphere or environment when used.

  Nuclear: Energy produced from controlled nuclear reactions.


Energy and Technology Volume and Net Sentiment of Online Conversations





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Energy Efficiency


Technology and Innovation

Chart 3.1


Net Sentiment of Online Conversations


Of the three key Energy and Technology topics, online conversation about Alternatives and Renewables generated the highest volume of posts and most positive net sentiment during the fourth quarter of 2010. Discussion about Technology and Innovation dropped in sentiment to a negative net sentiment score of 2.50. Conversation about Energy Efficiency increased in volume in the fourth quarter of 2010 but accounted for the smallest share of conversation under the Energy and Technology category.

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11.23%

15.26%

10.66%

9.23%

6.37%

7.84%

1.41%

8.88%

3.12%

0.60%

0% 2% 4% 6% 8% 10% 12% 14% 16% 18%

Fuel Efficiency

Solar


Wind

Energy Efficiency

Energy Conservation

Deep Water

Nuclear

Biofuels


Chart 3.2

Percentage of Online Conversations About Energy and Technology – 3.5 Million Total

10 Energy and Technology Subtopics* October 1, 2010 – December 31, 2010

*Ten of 39 Energy and Technology subtopics

Energy and Technology Volume of Online Conversations

Among the 10 Energy and Technology subtopics shown in the chart below, Solar produced the largest volume of online conversation during the fourth quarter of 2010, followed by Fuel Efficiency and Exploration and Development, respectively.


Fuel Efficiency

Pos

itive

N

egat

ive

Category

Net Sentiment

Neutral Volume

Solar Exploration and Development

Wind Energy Efficiency

Energy Conservation

Deep Water Nuclear Hydraulic Fracturing

24,412

49,212

22,924 24,037 32,005

7,841 838

9,795 7,963 733

– 3,068 – 16,689

– 47,807

– 15,283 – 6,384

– 19,109 – 4,335

– 30,068

– 5,940 – 2,543

-60,000

-40,000

-20,000

0

20,000

40,000

60,000

Chart 3.3

10 Energy and Technology Subtopics* October 1, 2010 – December 31, 2010

Sent

imen

t Vol

ume*

*

3.22 3.73 2.12 3.36 4.08 2.48 2.04 2.30 3.21 2.14

276,250 367,699 232,342 222,893 142,650 195,947 34,784 212,401 74,852 13,856 *Ten of 39 Energy and Technology subtopics

**Number of positive, negative and neutral posts rated by the SM2 social media monitoring tool

Biofuels

Energy and Technology Net Sentiment and Sentiment Volume of Online Conversations

Posts related to Energy Efficiency generated the most positive net sentiment among the Energy and Technology subtopics during the fourth quarter of 2010. In contrast, Exploration and Development, Hydraulic Fracturing, Energy Conservation and Deep Water were all negative in sentiment.


Energy and Technology Sentiment Trends of Online Conversations

Like the previous two quarters, Deep Water received the most negative conversation sentiment score among the Energy and Technology subtopics in the fourth quarter of 2010. Conversation about Exploration and Development fell in sentiment by 44 percent in the fourth quarter of 2010, shifting from a positive to a negative sentiment score.

10 Energy and Technology Subtopics*

3Q09 4Q09 1Q10 2Q10 3Q10 4Q10

Fuel Efficiency 3.66 3.53 3.36 3.42 3.51 3.22

Solar 3.87 3.53 3.64 3.73 3.68 3.73


3.57 3.56 3.43 3.61 3.78 2.12

Wind 3.47 3.04 3.15 3.25 3.14 3.36

Energy Efficiency 4.05 4.05 4.00 4.12 4.05 4.08

Energy Conservation 2.72 2.72 2.42 2.39 2.65 2.48

Deep Water 3.92 3.58 3.56 1.88 2.01 2.04

Nuclear 2.85 2.45 2.38 2.36 2.33 2.30

Biofuels 3.48 3.35 3.23 3.47 3.50 3.21

Hydraulic Fracturing 2.14 2.19 2.29 2.05 2.15 2.14

Chart 3.4

July 1, 2009 – December 31, 2010

Positive Negative


*Ten of 39 Energy and Technology subtopics






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Fuel Efficiency

Energy Conservation

Energy Efficiency Policy

Energy Efficiency



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Energy and Technology Energy Efficiency: Volume and Net Sentiment of Online Conversations

Online conversation regarding Fuel Efficiency was high in volume and positive in sentiment during the fourth quarter of 2010. Though also high in volume, conversation about Energy Conservation was the most negative in sentiment among the five Energy Efficiency subtopics.


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Energy Conservation Energy Efficiency Energy Efficiency Policy Fuel Efficiency Fuel Efficiency Policy

Energy Efficiency July 1, 2009 – December 31, 2010

Chart 3.6


Energy and Technology Energy Efficiency: Volume Trend of Online Conversations

The volume of online discussion about Fuel Efficiency increased by approximately 42 percent from the third quarter to the fourth quarter of 2010. Conversation about Energy Conservation increased in volume by approximately 47 percent in the fourth quarter of 2010 after experiencing a 5 percent drop in conversation volume the previous quarter.






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Innovation

Chart 3.7

Energy Technologies

L K H J




A.  Carbon Capture B.  Carbon Capture and

Sequestration C.  Carbon and Sequestration D.  Cleantech E.  Directional Drilling F.  Fuel Cell G.  Gasification H.  Gas-to-Liquids I.  Intercropping J.  Oil Recovery K.  Seismic Imaging/

Visualization L.  Solar-to-Steam M.  Steamflooding N.  Liquefied Natural Gas

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Deep Water B, E, I, M

D F G

A, C, N

Energy and Technology Technology and Innovation: Volume and Net Sentiment of Online Conversations

During the fourth quarter of 2010, Energy Technologies generated the largest volume of discussion among the 19 Technology and Innovation subtopics. Deep Water was the most negative in sentiment, followed by Exploration and Development and Hydraulic Fracturing, respectively.


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3Q09 4Q09 1Q10 2Q10 3Q10 4Q10

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Energy Technologies Exploration and Development Deep Water Innovation Cleantech

Technology and Innovation* July 1, 2009 – December 31, 2010

Chart 3.8 *Five of 19 subtopics about Technology and Innovation


Energy and Technology Technology and Innovation: Volume Trend of Online Conversations

The volume of online conversation about Exploration and Development increased notably during the fourth quarter of 2010, growing 73 percent compared with the previous quarter. Deep Water decreased approximately 30 percent in conversation volume during the fourth quarter of 2010.





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Ethanol

Nuclear

Solar

Wind


Geothermal

Chart 3.9

Biofuels

Clean Energy

Hydrogen

Corn-Based Ethanol Biohydrocarbons



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B, C

A.  Algae B.  Cellulosic Ethanol C.  Nonfood Biofuels D.  Ocean

D A

Energy and Technology Alternatives and Renewables: Volume and Net Sentiment of Online Conversations

Under the key Alternatives and Renewables topic, the subtopics Solar, Wind, Nuclear, and Alternatives and Renewables accounted for the largest share of online conversation during the fourth quarter of 2010. The majority of the 15 subtopics examined had a positive net sentiment, with the exception of Nuclear and Ethanol.


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Alternatives and Renewables Clean Energy Nuclear Solar Wind

Alternatives and Renewables* July 1, 2009 – December 31, 2010

Chart 3.10

*Five of 15 subtopics about Alternatives and Renewables © 2011 Chevron Corporation | 47 Chevron Pulse Report - 4Q 2010 Edition, July 2009 - December 2010 | Prepared by Edelman

Energy and Technology Alternatives and Renewables: Volume Trend of Online Conversations

Solar continued to generate the largest volume of online conversation among the Alternatives and Renewables subtopics in the fourth quarter of 2010. Discussion around Nuclear increased in volume by almost 57 percent from the third quarter to the fourth quarter of 2010.

Energy and Technology Sample of Influencers Active in the Online Conversation



Discusses trends, happenings and innovators in the Clean Break http://www.cleanbreak.ca clean technology and green energy market.

Offers guidance on leveraging sustainability, Greenbang http://www.greenbang.com technology and innovation to improve business.

Posts advice, tips, and product information in an effort Living Green and Saving Energy http://livinggreenandsavingenergy.com to promote green living and energy.

Serves as an online resource for information on the Oilgae http://www.oilgae.com/blog algae fuels industry.

Seeks to provide an online forum for people “working to scale the emerging clean economy” in energy Scaling Green http://scalinggreen.com sectors involving renewables, recycling, green building, smart transit and sustainable agriculture.




ENERGY AND ENVIRONMENT


Energy and Environment Summary of the Online Conversation

  From July 2009 to December 2010, online conversation about Energy and Environment was the most negative in sentiment compared with the other two major energy categories examined. It was second in volume, garnering over 6 million posts collectively during the 18-month period.

  During the fourth quarter of 2010, the volume of online discussion about Energy and Environment reached more than 1.5 million posts, a growth of more than 47 percent from the previous quarter. Sentiment for this category decreased slightly, from 2.56 in the third quarter of 2010 to 2.48 in the fourth quarter.

  Of the two key topics captured under the Energy and Environment category – Climate Change and Environment, Resources and Policy – the latter shifted from a neutral net sentiment score in the third quarter to a positive score in the fourth quarter of 2010.

  The tone of discussion for Climate Change decreased from 2.38 in the third quarter of 2010 to 2.26 in the fourth quarter of 2010. The volume of conversation for Climate Change increased by 59 percent from the third quarter to the fourth quarter of 2010.

  Under the Environment, Resources and Policy key topic, the subtopic Environment and Oil made up the largest share of the online discussion during the fourth quarter of 2010, producing nearly 177,600 posts. This was a 22 percent increase in volume for this subtopic from the previous quarter.

  Sustainability remained the most positive subtopic under the Environment and Energy category during the fourth quarter of 2010, with a sentiment score of 4.01 – a trend that has spanned the previous five quarters.

  Of the 13 Climate Change subtopics, Global Warming and Cooling produced the most volume in the fourth quarter of 2010, with almost 485,000 posts – a 70 percent increase from the previous quarter.

  The sentiment score for the Climate Change subtopic Kyoto saw the most substantial drop, going from a positive score of 3.11 in the third quarter of 2010, to a negative score of 2.45 in the fourth quarter.


KEY ENERGY AND ENVIRONMENT TOPICS EXAMINED: •  Environment, Resources and Policy

•  Climate Change


Energy and Environment Taxonomy


ENERGY and ENVIRONMENT

ENVIRONMENT RESOURCES and POLICY CLIMATE CHANGE

Greenhouse Gas (GHG)

Cap-and-Trade

Climate Policy

Copenhagen

Low-Carbon Fuel

Global Warming and Global Cooling

U.S. Environmental Protection Agency (EPA) and Carbon

Sustainability

Environment and Oil

Environment and Gas

Environment and Alternatives

Environment and Clean Energy

Environmental Policy

U.S. Environmental Protection Agency (EPA) and Energy

Category

Key Topics

Subtopics

Emission Control Carbon Tax

Climate and Energy

Assembly Bill No. 32 (AB32)

Kyoto

Intergovernmental Panel on Climate Change (IPCC)



Energy and Environment Topics Explored in the Online Conversation

Environment, Resources and Policy Climate Change   Sustainability: Sustaining the supply of various   Greenhouse Gas (GHG): Encompasses any of the

energy resources with minimal effects on the gases whose absorption of solar radiation is environment. responsible for the atmospheric heating phenomenon

known as the greenhouse effect.   Environment and Oil: The environment and oil in either a refined or unrefined state.   Carbon Tax: An environmental tax on carbon dioxide

emissions that could be implemented by taxing the   Environment and Gas: The environment and natural burning of fossil fuels (e.g., coal, oil) to raise gas. revenues and increase the competitiveness of non-

  Environment and Alternatives: The environment carbon technologies. and alternative energy sources, including solar, wind

  Cap-and-Trade: An administrative approach to and geothermal. controlling emissions by providing economic

  Environment and Clean Energy: The environment incentives for achieving reductions in the emissions and nonpolluting resources such as nuclear power. of pollutants.

  Environmental Policy: Environmental policy,   Intergovernmental Panel on Climate Change legislation and regulations at the local, state, national (IPCC): An intergovernmental body tasked with and international levels. evaluating the risk of climate change. The panel was

  U.S. Environmental Protection Agency (EPA) and established in 1988 by two organizations under Energy: Energy issues related to the EPA, the the United Nations. federal agency that sets and enforces rules and   Kyoto: The Kyoto Protocol, aimed at combating standards to protect the environment. climate change, was initially adopted on

December 11, 2007, in Kyoto, Japan.


Energy and Environment Topics Explored in the Online Conversation, continued

Climate Change, continued   Emission Control: Standards and regulations   Assembly Bill No. 32 (AB32): California’s climate

controlling the amount of pollutants released into the law, formally known as the Global Warming Solutions environment by motor vehicles, industry facilities and Act of 2006, that established a timetable to bring smaller power equipment such as tractors. California into near compliance with the provisions of

the Kyoto Protocol. Enforced by the California Air   Low-Carbon Fuel: Lower-carbon-emitting fuels, Resources Board (CARB), the law requires a plan to

including some alternative fuels and natural gas. reduce the state's greenhouse gas emissions to 1990   Climate and Energy: Energy sources in relation to levels by 2020.

climate change.   U.S. Environmental Protection Agency (EPA) and   Global Warming and Global Cooling: Changes in Carbon: In 2007, the U.S. Supreme Court held that

the Earth's average atmospheric temperature and the EPA has the right to regulate the emission corresponding changes in climate. of greenhouse gases under the Clean Air Act “unless

it is able to provide a scientific reason for not doing   Climate Policy: Legislation designed to regulate so.” The EPA exercised its authority on December 7, greenhouse gas emissions. 2009, when it publicly finalized an “Endangerment

  Copenhagen: Commonly referred to as Finding” on greenhouse gases. the Copenhagen summit, the 2009 United Nations Climate Change Conference was held in Copenhagen, Denmark, December 7–18. Global leaders met to negotiate a framework for climate change mitigation around the world.






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Energy and Environment Volume and Net Sentiment of Online Conversations

Online conversation about Environment, Resources and Policy was lower in volume and more positive in sentiment than Climate Change during the fourth quarter of 2010. The tone of discussion about Environment, Resources and Policy moved from neutral to positive in the fourth quarter of 2010.


8.89%

16.78%

5.57%

9.00%

13.53%

5.00%

7.70%

0.63%

45.79%

9.82%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Sustainability

Environment and Oil



Climate and Energy

Cap-and-Trade

Greenhouse Gases

EPA** and Carbon

Global Warming and Cooling

Climate Policy

Chart 4.2

10 Energy and Environment Subtopics* October 1, 2010 – December 31, 2010

Percentage of Online Conversations About Energy and Environment – 1.5 Million Total

*Ten of 20 Energy and Environment Subtopics **U.S. Environmental Protection Agency

Energy and Environment Volume of Online Conversations

Global Warming and Cooling continued to have the highest volume of online conversation among the Energy and Environment subtopics, generating approximately 484,500 posts in the fourth quarter of 2010. It was followed by Environment and Oil, with 145,580 posts.


Sustainability

Pos

itive

N

egat

ive

Category

Net Sentiment

Neutral Volume

Environment and Oil

Environment and

Alternatives


Climate and Energy

Cap-and-Trade

Greenhouse Gases

EPA*** and Carbon


Climate Policy

10,583 9,929 5,222 4,046 7,002 3,398 4,008 70

35,808

3,216

– 1,456 – 12,014 – 1,136 – 2,435 – 8,766 –6,770 – 5,726 – 234

– 110,016

– 5,817

-120,000 -100,000 -80,000 -60,000 -40,000 -20,000

0 20,000 40,000 60,000

Chart 4.3

Sent

imen

t Vol

ume*

*

4.01 2.84 3.78 3.29 2.83 2.47 2.68 2.17 2.13 2.61

82,031 155,648 52,551 88,754 127,395 42,722 71,763 6,376 338,692 94,850

10 Energy and Environment Subtopics* October 1, 2010 – December 31, 2010

*Ten of 20 Energy and Environment subtopics **Number of positive, negative and neutral posts rated by the SM2 social media monitoring tool

***U.S. Environmental Protection Agency

Energy and Environment Net Sentiment and Sentiment Volume of Online Conversations

Among Energy and Environment subtopics, Sustainability generated the most positive conversation sentiment during the fourth quarter of 2010, followed by Environment and Alternatives. Global Warming and Cooling had the most negative net sentiment.


Energy and Environment Sentiment Trends of Online Conversations

Online conversation about Environment and Oil increased in sentiment by more than 11 percent from the third quarter to the fourth quarter of 2010. During that time, the sentiment for the subtopic, U.S. Environmental Protection Agency (EPA) and Carbon, dropped by nearly 17 percent.

10 Energy and Environment Subtopics*

3Q09 4Q09 1Q010 2Q10 3Q10 4Q10

Sustainability 3.81 3.85 3.80 3.85 3.91 4.01

Environment and Oil 2.80 2.67 2.58 2.13 2.55 2.84


3.89 3.80 3.70 3.62 3.78 3.78

Environmental Policy 2.97 2.85 2.99 2.54 3.06 3.29

Climate and Energy 2.72 3.13 2.74 2.92 2.85 2.83

Cap-and-Trade 2.47 2.22 2.49 2.47 2.38 2.47

Greenhouse Gases 2.75 2.20 2.68 3.00 2.93 2.68

EPA** and Carbon 1.89 2.13 2.15 2.30 2.60 2.17


2.33 2.27 2.05 2.36 2.20 2.13

Climate Policy 2.61 2.41 2.53 2.89 2.68 2.61

Chart 4.4

July 1, 2009 – December 31, 2010

Positive Negative


*Ten of 20 Energy and Environment subtopics **U.S. Environmental Protection Agency







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EPA* and Energy

Environment and Gas

Sustainability

Chart 4.5

Environment and Clean Energy




*U.S. Environmental Protection Agency

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Energy and Environment Environment, Resources and Policy: Volume and Net Sentiment of Online Conversations

In terms of conversation sentiment, Sustainability was the most positive subtopic under the key Environment, Resources and Policy topic during the fourth quarter of 2010. Environment and Oil had the largest volume of online conversation.


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Environment and Alternatives Environment and Oil Environmental Policy Sustainability EPA** and Energy

Environment, Resources and Policy* July 1, 2009 – December 31, 2010

Chart 4.6 *Five of seven subtopics about Environment, Resources and Policy

**U.S. Environmental Protection Agency


Energy and Environment Environment, Resources and Policy: Volume Trend of Online Conversations

From the third quarter to the fourth quarter of 2010, online conversation volume for Environmental Policy increased by almost 44 percent. After a 16 percent decrease in volume in the third quarter of 2010, Environment and Oil discussion increased 22 percent in the fourth quarter to an 18-month high of approximately 177,590 posts.






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Climate Policy Climate and Energy


D

Greenhouse Gases Carbon

Tax Low-Carbon Fuel

C

A. Carbon Tax B.  Copenhagen C.  Intercontinental Panel on

Climate Change D.  EPA* and Carbon E.  Kyoto F.  AB32** G.  Emission Control



Chart 4.7 *U.S. Environmental Protection Agency

**California Assembly Bill No. 32

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E, F, G

A B

Energy and Environment Climate Change: Volume and Net Sentiment of Online Conversations

As with the previous five quarters, online discussion about most of the Climate Change subtopics analyzed were low in volume and negative in sentiment during the fourth quarter of 2010. Global Warming and Cooling had the highest volume of online conversation.


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Cap-and-Trade Climate and Energy Climate Policy Global Warming and Cooling Greenhouse Gases

Climate Change* July 1, 2009 – December 31, 2010

Chart 4.8

*Five of 13 subtopics about Climate Change


Energy and Environment Climate Change: Volume Trend of Online Conversations

Online conversation volume for Global Warming and Cooling increased by 70 percent during the fourth quarter of 2010. Additionally, Climate Policy and Climate and Energy increased 61 percent and 44 percent, respectively.

Energy and Environment Sample of Influencers Active in the Online Conversation



Serves as a source for news, opinion, best practices, and Greenbiz.com http://www.greenbiz.com other resources pertaining to the greening of mainstream

business.

Covers sustainability-pertinent news, products, and The Sustainability Ninja http://www.sustainabilityninja.com advocates for a greener world.

Provides perspective and insights on sustainable living The9Billion http://www.the9billion.com and energy conservation.

Delivers news and insights from the National Center for NCPA Environment Blog http://environmentblog.ncpa.org Policy Analysis’ (NCPA) environment team.

http://www.guardian.co.uk/environment/ Features updates, commentary and analysis on climate Guardian Environment Blog blog+energy change, energy and the environment.


http://www.guardian.co.uk/environment/blog+energy

http://www.guardian.co.uk/environment/blog+energy


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chevron pulse report: 4q 2010 edition - the state of the online energy conversation

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