Chevron Pulse Report: 2Q 2010 Edition - The State of the Online Energy Conversation

2Q 2010 Edition

January 2009 – June 2010

© 2010 Chevron Corporation

Table of Contents

1. Overview 3 3. Energy and Technology 31The Energy Conversation 3 Summary 32

Methodology 4 Topics 33

Executive Summary 8 Volume and Net Sentiment 36

The Online Energy Conversation Volume 10 Volume of Online Conversations 37

Timeline of the Energy Conversation 11 Net Sentiment and Sentiment Volume 38

Volume and Net Sentiment 13 Sentiment Trends 39

Sentiment Trends 14 Energy Efficiency 40

Online Conversation Platforms Volume 15 Technology and Innovation 42

Alternatives and Renewables 44

2. Energy Resources 16 Influencers 46

Summary 17

Topics 18 4. Energy and Environment 47Volume and Net Sentiment 20 Summary 48

Volume of Online Conversations 21 Topics 49

Net Sentiment and Sentiment Volume 22 Volume and Net Sentiment 51

Sentiment Trends 23 Volume of Online Conversations 52

Access 24 Net Sentiment and Sentiment Volume 53

Energy Reserves 26 Sentiment Trends 54

Energy Security 28 Environment, Resources and Policy 55

Influencers 30 Climate Change 57

Influencers 59

5. Join the Online Conversation 60

The Chevron Pulse Report(TM) is © 2010 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, 2Q 2010 Edition”).

© 2010 Chevron Corporation | 2 Chevron Pulse Report – 2Q 2010 Edition, January 2009 - June 2010 | Prepared by Edelman

© 2010 Chevron Corporation | 3Chevron Pulse Report – 2Q 2010 Edition, January 2009 - June 2010 | Prepared by Edelman

OverviewThe Energy Conversation

Since we explored the online energy conversation in our first In the summer of 2008, Chevron partnered with Edelman to

and second editions of The Chevron Pulse Report: The State gain a better understanding of the online conversation about

of Online Conversation about Energy Issues, the landscape energy. Together, Chevron and Edelman identified more

of this discussion has continued to change, evolve and expand than 50 key energy issues and conversation topics.

both online and off. Working with Alterian’s SM2** social media monitoring tool,

we began analyzing the focus, volume and sentiment of the

Chevron and Edelman are excited to share the third edition online conversation about these issues across blogs,

of The Chevron Pulse Report with you. This newest edition discussion forums and social networks, including sites such

examines energy conversation trends that occurred online over as Twitter, Facebook, YouTube, Vimeo and Flickr.

the 18-month period of January 1, 2009 through June 30, 2010.

We also took a closer look at the second quarter of 2010 and Since then, Chevron has been using the information to stay

analyzed how the results differed from the first quarter of this informed about energy topics that are important to people

year. participating in the online community.

During the second quarter of 2010, there were over 450 million This quarterly report is a way to understand and articulate how

people on Facebook and over 105 million people on Twitter. the online conversation about energy has evolved. We placed

There were approximately 3.6 million posts* about energy that a lot of emphasis on charts that translate the conversation into

emerged across online platforms. Furthermore, from January 1, simple visuals, understanding that it is nearly impossible to

2009 through June 30, 2010, roughly 12.9 million posts about represent 12.9 million conversations in a handful of words.

energy took place online.Chevron and Edelman hope you find this information

interesting and helpful. We welcome and encourage you to

share your thoughts and ask questions about the Pulse

Report at http://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.

http://www.willyoujoinus.com/toolsresources/pulsereport/

http://www.willyoujoinus.com/toolsresources/pulsereport/

http://chevronpulsereport.com/

OverviewMethodology: Scope

Scope

Edelman conducted a quantitative and qualitative analysis of These three categories were chosen because they were the

the volume and sentiment of the global, English-speaking broadest terms that applied to the most relevant conversations

online conversation about energy issues from January 1, 2009 about energy. Within the eight key topics, we examined 74

through June 30, 2010, focusing on eight key topics within subtopics.

three broad categories: The analysis was conducted on a quarterly* basis. There were

Energy Resources – Access; Energy Reserves; six quarters during the 18-month period, beginning with 1Q09 Energy Security and ending with 2Q10. Edelman examined the changes in

Energy and Technology – Energy Efficiency; Technology volume and sentiment of each subtopic for each quarter.

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 for each respective year (4Q) occurs from October 1 through December 31.


OverviewMethodology: Quantitative Analysis

Quantitative Analysis of the Conversation Volume

The amount of online conversation about energy is vast, and How is this methodology different from the previous one? While

there is no objective way of measuring precisely how many posts Edelman has always used SM2 to examine the data’s qualitative

there are for a given period. Google has indexed billions of value, the quantitative analysis was pulled a little differently.

webpages, but even they cannot provide a comprehensive view

of the number of pages, posts or comments available online. In previous editions of the Pulse Report, Edelman conducted a

Further, each search engine and social media monitoring tool quantitative analysis of the conversation by using a series of

collects posts a little bit differently. date-based searches that pulled information on the number of

posts related to specific topics over a given time frame. Edelman

Edelman captured and analyzed enough of the online then used Google’s Advanced Search features to catalogue the

conversation in order to make confident and reasonable volume of conversation across blogs, social networks and social

assertions about the quantitative (i.e. volume) and qualitative (i.e. media sites, as well as Boardreader for discussion forums.

sentiment) discussion results related to a range of energy topics. It is important to note that this change in the methodology may

For the second quarter 2010 report, Edelman streamlined the account for a general decrease in the data set’s reported volume,

quantitative data collection process in order to improve and likely due to SM2’s ability to eliminate duplicate results collected

expedite the production of these reports moving forward. The for each subtopic.

revised methodology now consists of a quantitative measure

of the online energy conversation based solely on results The search terms used to carry out this analysis are based on

provided by Alterian’s SM2 social media monitoring tool. This logical Boolean expressions – developed and tested for each of

methodology change was carried back for the duration of the 18- the 74 energy-related subtopics – in order to reduce or eliminate

month period. false positives in the search results. Of note, these Boolean

expressions have remained the same as those used for previous

Prior to making this change, Edelman compared the ratio of editions of the Pulse Report.

coverage volume provided by manual search tools (i.e. Google,

Boardreader, etc.) versus SM2 to validate that the quality of data Using this methodology, 12.9 million posts related to Energy

collected by SM2 was approaching the same level as provided by Resources, Energy and Technology, and Energy and

the manual search. Environment were identified from January 2009 through June

2010.


OverviewMethodology: 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 untenable 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 volumes identified in the quantitative analysis. For example, monitoring tool was used to evaluate the sentiment of the if the subtopic Biofuels made up 20 percent of the online 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.wanted to provide additional assurance that the tool was

properly rating issue-oriented conversations. These types of More than 5,000 posts were pulled to make up the sample conversations can differ in sentiment and tone from consumer- used in the 2008 survey. A team of 10 conversation or product-oriented discussions. analysts manually reviewed the posts and scored them on a

5-point Likert Scale for overall sentiment as well as In August 2008, Edelman conducted a quantitative survey of sentiment on specific issues, where:the online conversation about energy issues. This established

1 = Very unfavorable the relative volume of conversation about energy issues over a

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 into the tone

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


OverviewMethodology: Qualitative Analysis, continued

For example, a post that was very favorable about Alternatives For the purposes of the Pulse Report, SM2 scored 12.9

and Renewables but very unfavorable about Wave Power million posts across 74 subtopics over an 18-month

would be scored “5” for Alternatives, “1” for Wave Power and period. Comparing this analysis with other evaluations of the

“4” overall. The overall score was based on the general tone of 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.


OverviewExecutive Summary: January 1, 2009 – June 30, 2010

There were 12.9 million posts about Of the eight key topics*, Alternatives and

Energy Resources, Energy and Renewables – within the Energy and

Technology, and Energy and Environment Technology category – had the largest

from January 1, 2009 through June 30, 2010. volume of online conversation (30 percent)

with 3.8 million posts. Energy Security – The average sentiment of this sample was within the Energy Resources category – had

neutral: 3.00 on a 5.00 Likert scale. the smallest volume of conversation (1

percent) with 160,000 posts.

Energy and Technology had the only

positive online conversation among the Sentiment fell for each of the last four

three categories analyzed throughout the 18- quarters for Energy Resources. Energy and month period, with a net sentiment of 3.36 out Environment continued to be the most of 5.00. negative (2.49) of the three categories for the

duration of the 18-month period.

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

See page 5 for details on the revised methodology regarding data volume analysis.


OverviewExecutive Summary: April 1, 2010 – June 30, 2010

The volume of online conversation grew As a result of the April 20 Gulf of Mexico oil

18 percent to 3.6 million posts during the spill, online conversation about the

second quarter of 2010. Technology and Innovation subtopic, Deep

Water, increased 2,944 percent to Energy and Technology captured 60 percent approximately 94,000 posts.

of the total online conversation, with 2.2

million posts. It was also positive in sentiment, The sentiment of the online conversation about

with a Likert score of 3.31 out of 5.00. Deep Water was extremely negative (1.88)

during the second quarter of 2010. This drastic Energy Resources experienced the largest change – as it had been very positive the

increase in volume in the second quarter previous five quarters – was likely due to the Gulf of 2010, growing 70 percent to of Mexico oil spill. approximately 476,000 posts.

Outer Continental Shelf, Environment and Oil, The largest increase in sentiment of the three and Arctic National Wildlife Refuge each had

categories occurred in Energy and over 100 percent growth in conversation volume Environment, improving almost 9 percent to from the first quarter of 2010 to the second 2.54, due to the increase in positive quarter of 2010. They were all negative in discussion about Climate Change. sentiment.



OverviewThe Online Energy Conversation Volume

There were 12.9 million online posts about Energy Resources, Energy and Technology, and Energy and Environment from

January 2009 through June 2010. Of those 12.9 million posts, 3.6 million occurred from April 2010 through June 2010, the

most recent quarter examined in the Pulse Report. Energy and Technology comprised the largest share of the

conversation during the 18-month period as well as the most recent quarter.

Last 18 Months Last 3 Months


Chart 1.1 See page 5 for details on the revised methodology regarding data volume analysis.

OverviewTimeline of the Energy Conversation


January 1, 2009 – June 30, 2010

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Chart 1.2See page 5 for details on the revised methodology regarding data volume analysis.

OverviewTimeline of the Energy Conversation


Chart 1.3

OverviewVolume and Net Sentiment of Online Conversations About Energy

Online conversation about Alternatives and Renewables was the highest in volume and most positive in net sentiment

during the second quarter of 2010. Access and Energy Reserves were both the most negative in net sentiment with a Likert

score of 2.43 out of 5.00. Energy Security had the lowest volume of online conversation.

Low Volume/

Negative Sentiment

Low Volume/

Positive Sentiment

High Volume/

Negative Sentiment

High Volume/

Positive Sentiment

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

Environment,

Resources and Policy

Climate Change

Alternatives and Renewables

Technology and Innovation

Energy Reserves

Energy Efficiency

Access

Energy Security

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Sentiment of Online Conversations

April 1, 2010 – June 30, 2010

Chart 1.4

See page 5 for details

on the revised

methodology regarding

data volume analysis.


OverviewSentiment Trends of Online Conversations About Energy

The sentiment of the online conversation about Environment, Resources and Policy fell by 18 percent during the second

quarter of 2010. Climate Change became less negative in sentiment and had the largest qualitative increase of all the

key topics.

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

Environment, Resources

and Policy

3.32 3.19 3.30 3.10 3.12 2.56

Climate Change 2.68 2.54 2.46 2.33 2.18 2.52

Alternatives and

Renewables

3.31 3.39 3.42 3.32 3.25 3.34

Energy Efficiency 3.53 3.58 3.70 3.60 3.29 3.30

Technology and

Innovation3.59 3.60 3.33 3.46 3.44 3.28

Access 2.66 2.64 2.72 2.66 2.54 2.43

Energy Reserves 2.72 2.80 2.75 2.54 2.45 2.43

Energy Security 2.79 2.88 2.79 2.61 2.64 2.67

January 1, 2009 – June 30, 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:

Chart 1.5


OverviewOnline Conversation Platforms Volume

Blogs generated the largest share of online energy conversation volume about Energy, Technology and the Environment during

the second quarter of 2010, followed by Twitter.

April 1, 2010 – June 30, 2010

Chart 1.6




The Online Conversation About:

ENERGY RESOURCES

Energy ResourcesSummary of the Online Conversation

There were 1.4 million online Discussion of Energy Reserves comprised conversations about Energy Resources 58 percent of the online Energy during the 18-month period from January Resources conversation during the 18-2009 through June 2010. There were month period. 475,849 from April through June 2010.

Within the Energy Reserves discussion, The volume of online conversations Capacity made up 40 percent of the

about Energy Resources increased 70 conversation during the 18-month period percent to approximately 476,000 posts and also 40 percent during the second during the second quarter of 2010. quarter of 2010.

During the second quarter of 2010, the Within the Energy Resources discussion,

online conversation about Energy Outer Continental Shelf and Arctic National

Resources was negative, with a net Wildlife Refuge experienced significant

sentiment of 2.46 out of 5.00. Of the three increases in conversation volume from the

key topics examined, Energy Security was first quarter of 2010 to the second quarter of

the least negative in sentiment (2.67). 2010 – 305 percent growth and 106 percent growth, respectively.


KEY ENERGY RESOURCES TOPICS EXAMINED:

• Access

• Energy Reserves

• Energy Security



Energy ResourcesTopics 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 Capacity: The level of production for individual

into various forms of oil. refineries as well as total production for all refineries.

Oil Sands: Unconventional oil that comprises a Refineries: Oil refineries or the oil refining process.

natural mixture of sand, water and a form of Energy Supply: The supply of energy resources,

petroleum called bitumen. such as oil or natural gas.

Natural Gas: Natural gas supply in the United States.


Energy ResourcesTopics 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.

Energy ResourcesVolume and Net Sentiment of Online Conversations

Of the three key Energy Resources topics examined, Access was the largest driver of online discussion. The online

conversation about Energy Security was the least negative in sentiment and also had the lowest volume.


Low Volume/

Negative Sentiment

Low Volume/

Positive Sentiment

High Volume/

Negative Sentiment

High Volume/

Positive Sentiment

0

50,000

100,000

150,000

200,000

250,000

1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

Energy Reserves

Access

Energy Security

Chart 2.1Sentiment of Online Conversations

April 1, 2010 – June 30, 2010

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on the revised



Energy ResourcesVolume of Online Conversations

Outer Continental Shelf (OCS) comprised the largest share of the online conversation about Energy Resources during the

second quarter of 2010, followed by Capacity and Energy Reserves.

36.76%

1.36%

0.58%

3.85%

11.83%

3.62%

17.46%

2.49%

3.61%

3.84%

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

OCS

U.S. Domestic Access

Oil Shale

Oil Sands

Energy Reserves

Peak Oil

Capacity

Energy Security

Energy Independence

"Foreign" Oil

10 Energy Resources Subtopics*

April 1, 2010 – June 30, 2010

Percentage of Online Conversations About Energy Resources – 1 Million Total

*Ten of 15 Energy Resources subtopics

Chart 2.2



Energy ResourcesNet Sentiment and Sentiment Volume of Online Conversations

Oil Shale was the most favorable conversation during the second quarter of 2010, with a positive net sentiment of 3.37 – a

vast increase from the previous quarter. Outer Continental Shelf (OCS) was quite negative and decreased in sentiment

from the previous quarter.

OCS

Po

sitiv

eN

eg

ative

Category

Net

Sentiment

Neutral

Volume

U.S.

Domestic

Access

Oil Shale Oil Sands Energy

ReservesPeak Oil Capacity Energy

Security

Energy

Independence“Foreign”

Oil

12,911

457 1961,482

2,0811,157

3,551

804 1,5641,236

– 29,100

– 687– 149

– 2,933– 4,968

– 2,242

– 5,526

– 946 – 1,607 – 2,873

-35,000

-30,000

-25,000

-20,000

-15,000

-10,000

-5,000

0

5,000

10,000

15,000

20,000

10 Energy Resources Subtopics*

April 1, 2010 –June 30, 2010

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

2.42 2.76 3.37 2.43 2.45 2.50 2.69 2.85 3.00 2.34

132,890 7,976 2,437 13,917 49,250 13,803 74,019 10,084 14,019 14,159

Chart 2.3



Energy ResourcesSentiment Trends of Online Conversations

The online conversation about Capacity, Energy Security and Energy Independence went from positive in sentiment

during the first three quarters to neutral-to-negative in sentiment during the last three quarters. Of the three subtopics,

Capacity became significantly more negative.


10 Energy Resources

Subtopics*

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

Outer Continental Shelf 2.70 2.76 3.05 2.96 2.72 2.42

U.S. Domestic Access 2.82 3.00 2.93 2.78 2.82 2.76

Oil Shale 2.26 2.35 2.46 3.34 2.73 3.37

Oil Sands 2.66 2.53 2.36 2.52 2.24 2.43

Energy Reserves 2.69 2.68 2.49 2.44 2.41 2.45

Peak Oil 2.48 2.33 2.39 2.27 2.34 2.50

Capacity 3.32 3.20 3.21 3.01 2.74 2.69

Energy Security 3.16 3.16 3.15 3.07 2.98 2.85

Energy Independence 3.23 3.31 3.18 2.91 2.96 3.00

“Foreign” Oil 2.23 2.40 2.20 2.19 2.13 2.34

January 1, 2009 – June 30, 2010

Positive

Negative

Sentiment Trends of Online Conversations Legend: >0.10 Change:Positive (3.10–5.00)

Neutral (2.90–3.09)



**Data mislabeled in 1Q 2010 Edition. Chart has been corrected. Chart 2.4

Energy ResourcesAccess: Volume and Net Sentiment of Online Conversations

Oil Shale was the only subtopic that was positive in sentiment during the second quarter of 2010. Arctic National Wildlife

Refuge (ANWR) was the most negative subtopic. Outer Continental Shelf (OCS) generated the largest volume of

conversation.

Low Volume/

Negative Sentiment

Low Volume/

Positive Sentiment

High Volume/

Negative Sentiment

High Volume/

Positive Sentiment

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

200,000

1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

ANWR

OCS

Oil Shale


Oil SandsNatural Gas


April 1, 2010 – June 30, 2010

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Chart 2.5



Energy ResourcesAccess: Volume Trend of Online Conversations

Online conversation about the Outer Continental Shelf (OCS) continued to be the main driver of discussion regarding

Access. OCS spiked in volume during the second quarter of 2010, with a 305 percent growth compared to the first quarter

of 2010.

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

200,000

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

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ANWR

Natural Gas

OCS

Oil Sands


Access*

January 1, 2009 – June 30, 2010

*Five of six subtopics about AccessChart 2.6


on the revised



Energy ResourcesEnergy Reserves: Volume and Net Sentiment of Online Conversations

Among the six Energy Reserves subtopics, Capacity was the highest in volume and least negative in sentiment during the

second quarter of 2010.

Low Volume/

Negative Sentiment

Low Volume/

Positive Sentiment

High Volume/

Negative Sentiment

High Volume/

Positive Sentiment

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

SPR*

Capacity

Energy Reserves

Energy SupplyPeak Oil

Refineries


April 1, 2010 – June 30, 2010

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Chart 2.7


*Strategic Petroleum Reserve


on the revised




Energy ResourcesEnergy Reserves: Volume Trend of Online Conversations

The volume of conversation about all Energy Reserves subtopics examined increased in volume during the second quarter

of 2010. Conversation about Energy Supply increased the least during the quarter.

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

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

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Capacity

Energy Reserves

Energy Supply

Peak Oil

Refineries

Energy Reserves*

January 1, 2009 – June 30, 2010

*Five of six subtopics about Energy Reserves

Chart 2.8


on the revised



Energy ResourcesEnergy Security: Volume and Net Sentiment of Online Conversations

During the second quarter of 2010, online conversation about “Foreign” Oil sparked the highest volume of discussion and

was the most negative in sentiment (2.34). Conversation about Energy Independence was neutral in sentiment.


Low Volume/

Negative Sentiment

Low Volume/

Positive Sentiment

High Volume/

Negative Sentiment

High Volume/

Positive Sentiment

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

20,000

1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

Energy Independence

“Foreign” Oil

Energy Security


April 1, 2010 – June 30, 2010

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Chart 2.9


on the revised




Energy ResourcesEnergy Security: Volume Trend of Online Conversations

The volume of online conversation about Energy Security subtopics continued to increase during the second quarter of 2010.

“Foreign” Oil had the largest increase in volume – 75 percent growth – from the first quarter of 2010 to the second quarter of

2010 (18,268 posts).

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

20,000

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

On

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Energy Independence

Energy Security

"Foreign" Oil

Energy Security

January 1, 2009 – June 30, 2010


on the revised



Chart 2.10

Energy ResourcesSample of Influencers Active in the Online Conversation

Blog Link Description

Bit Tooth Energy http://bittooth.blogspot.comTechnical commentary, information and background on issues

related to energy.

Energy and Oil http://www.energyandoil.comDelivers daily news insights on the world energy landscape from an

investment point-of-view.

EnergyTomorrow Blog http://blog.energytomorrow.comFeatures commentary by the American Petroleum Institute (API)

including news, updates and insights on the latest energy issues.

HeatingOil.com http://www.heatingoil.com

Offers information and investment guidance on heating oil, global

energy markets, emerging renewable energy technologies and

home energy conservation.

Master Resource http://www.masterresource.orgFeatures analysis and commentary about energy markets and

public policy.


http://bittooth.blogspot.com/

http://www.energyandoil.com/

http://blog.energytomorrow.com/

http://www.heatingoil.com/

http://www.masterresource.org/



ENERGY AND TECHNOLOGY

Energy and TechnologySummary of the Online Conversation

There were nearly 2.2 million posts Technology and Innovation decreased in about Energy and Technology online in sentiment by almost 5 percent from the first the second quarter of 2010. quarter of 2010 (3.44) to the second quarter of

2010 (3.28). This drop in sentiment was likely In the second quarter, the sentiment of due to the nearly 50 percent decrease in online conversation about Energy and

Technology was positive with a Likert conversation sentiment about Deep Water to

score of 3.31 out of 5.00 – the same score 1.88 during the second quarter of 2010. This

as the first quarter of 2010. may have been a result of the April 20 Gulf of

Mexico oil spill. Over the course of 18 months, there were

7.4 million posts about Energy and Alternatives and Renewables led the Technology, making it the largest Energy and Technology conversation conversation of the three energy-related during the 18-month period, garnering 30 categories examined. percent (3.8 million) of the online

conversation. Alternatives and Renewables generated the highest sentiment (3.34) and volume (1 million posts) of the three key Energy and Technology topics during the second quarter of 2010.


KEY ENERGY AND TECHNOLOGY TOPICS EXAMINED:

• Energy Efficiency

• Technology and Innovation

• Alternatives and Renewables



Energy and TechnologyTopics 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 (e.g., mileage) in Fuel Cell: An electrochemical cell that combines a

comparison to amount of input (e.g., fuel). Also fuel source (e.g., hydrogen) with an oxidant (e.g., related to fuel economy indicated by miles per gallon water) to produce an electrical current, commonly (mpg) 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 designed to reduce the amount of energy Gas-to-Liquids (GTL): Converting gaseous

used through incentives, tax credits and other policy compounds into hydrocarbon-based liquids such as mechanisms. 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 TechnologyTopics 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 like 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 to 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 recovery and produce resources more efficiently. technologies that provide capture and storage of

carbon dioxide emissions in deep geological Enhanced Oil Recovery: Technologies such as formations. thermal recovery or gas injection that can be used to

increase the amount of oil that can be extracted from Carbon Capture: Capturing and compressing of 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 TechnologyTopics Explored in the Online Conversation, continued


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 TechnologyVolume and Net Sentiment of Online Conversations

Among the three key Energy and Technology topics, Alternatives and Renewables generated the highest volume and most

positive sentiment of online conversation during the second quarter of 2010. Conversation related to Technology and

Innovation and Energy Efficiency also were positive.

Low Volume/

Negative Sentiment

Low Volume/

Positive Sentiment

High Volume/

Negative Sentiment

High Volume/

Positive Sentiment

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

Energy Efficiency


Technology and Innovation


April 1, 2010 – June 30, 2010

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Chart 3.1



on the revised



Energy and TechnologyVolume of Online Conversations

Of the ten Energy and Technology subtopics in the chart below, Solar produced the largest volume of online

conversation during the second quarter of 2010, followed by Wind.

2.72%

10.92%

7.91%

6.80%

5.79%

7.35%

3.94%

4.35%

4.62%

0.30%

0% 2% 4% 6% 8% 10% 12%

Biofuels

Solar

Wind

Nuclear

Energy Efficiency

Energy Conservation

Deepwater

Clean Energy

Liquefied Natural Gas

Carbon Capture

Percentage of Online Conversations About Energy and Technology – 4.9 Million Total

10 Energy and Technology Subtopics*

April 1, 2010 – June 30, 2010

*Ten of 39 Energy and Technology subtopics

Chart 3.2



Energy and TechnologyNet Sentiment and Sentiment Volume of Online Conversations

Energy Efficiency was one of the most favorable of the Energy and Technology subtopics during the second quarter of

2010. Solar and Liquefied Natural Gas also were very positive. Conversely, Deep Water was the most negative subtopic.

Biofuels

Po

sitiv

eN

eg

ative

Category

Net

Sentiment

Neutral

Volume

Solar Wind Nuclear Energy

EfficiencyConservation Deep Water Clean

Energy

Liquefied

Natural GasCarbon

Capture

6,563

28,486

16,728

7,933

20,771

7,567

1,810

15,517

22,838

581

– 3,626– 11,089

– 12,921

– 20,568

– 3,279

– 18,267 – 15,286

– 8,098– 11,722

– 336

-30,000

-20,000

-10,000

0

10,000

20,000

30,000

40,000

10 Energy and Technology Subtopics*

April 1, 2010 – June 30, 2010

Se

nti

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nt

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3.47 3.73 3.25 2.36 4.12 2.39 1.88 3.58 3.63 3.43

48,819 196,970 141,820 118,896 101,324 133,519 68,270 70,587 65,467 5,531


**Number of positive, negative and neutral posts rated by the SM2 social media monitoring toolChart 3.3



Energy and TechnologySentiment Trends of Online Conversations

The online conversation about Deep Water went from highly positive during the past five quarters to highly negative during

the second quarter of 2010. Online discussion of Biofuels and Liquefied Natural Gas became significantly more positive

during the second quarter of 2010.

10 Energy and

Technology Subtopics*

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

Biofuels 3.54 3.43 3.48 3.35 3.23 3.47

Solar 3.66 3.83 3.87 3.53 3.64 3.73

Wind 3.42 3.78 3.47 3.04 3.15 3.25

Nuclear 2.30 2.82 2.85 2.45 2.38 2.36

Energy Efficiency 4.03 4.01 4.05 4.05 4.00 4.12

Energy Conservation 2.83 2.62 2.72 2.72 2.42 2.39

Deep Water 4.05 3.79 3.92 3.58 3.56 1.88

Clean Energy 3.38 3.62 3.43 3.83 3.60 3.58

Liquefied Natural Gas 3.08 3.12 2.91 3.38 3.29 3.63

Carbon Capture 2.92 3.34 3.16 3.54 3.52 3.43

January 1, 2009 – June 30, 2010

Positive

Negative


Neutral (2.90–3.09)



Chart 3.4© 2010 Chevron Corporation | 39Chevron Pulse Report – 2Q 2010 Edition, January 2009 - June 2010 | Prepared by Edelman

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

Online conversations related to Fuel Efficiency and Energy Efficiency were high in volume and positive in sentiment

during the second quarter of 2010. Though high in volume, conversation about Energy Conservation was the most

negative in sentiment among the five subtopics.


Low Volume/

Negative Sentiment

Low Volume/

Positive Sentiment

High Volume/

Negative Sentiment

High Volume/

Positive Sentiment

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

200,000

1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

Fuel Efficiency Policy

Fuel Efficiency

Energy Conservation

Energy Efficiency Policy

Energy Efficiency


April 1, 2010 – June 30, 2010

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Chart 3.5


on the revised




Energy and TechnologyEnergy Efficiency: Volume Trend of Online Conversations

The volume of online conversation about Energy Conservation increased 50 percent from the first quarter of 2010 to the

second quarter of 2010. Fuel Efficiency generated the greatest volume of conversation among the five Energy Efficiency

subtopics.

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

200,000

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

On

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Energy Conservation

Energy Efficiency

Energy Efficiency Policy

Fuel Efficiency

Fuel Efficiency Policy

Energy Efficiency

January 1, 2009 – June 30, 2010

Chart 3.6


on the revised



Energy and TechnologyTechnology and Innovation: Volume and Net Sentiment of Online

ConversationsDuring the second quarter of 2010, general conversation about Energy Technologies garnered the largest volume of posts

among the 19 Technology and Innovation subtopics. Deep Water was the most negative in sentiment, followed by Hydraulic

Fracturing.


Low Volume/

Negative Sentiment

Low Volume/

Positive Sentiment

High Volume/

Negative Sentiment

High Volume/

Positive Sentiment

0

50,000

100,000

150,000

200,000

250,000

300,000

1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

Exploration and Development


Innovation

Energy Technologies

LE

DH J


April 1, 2010 – June 30, 2010

Hydraulic Fracturing

A. Carbon Capture

B. Carbon Capture &

Sequestration

C. Carbon & Sequestration

D. Cleantech

E. Directional Drilling

F. Fuel Cell

G. Gasification

H. Gas-to-Liquids

I. Intercropping

J. Oil Recovery

K. Seismic Visual/Imaging

L. Solar-to-Steam

M. Steamflooding

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Deep Water

A, B, C, K, MG, I F

Chart 3.7


on the revised




Energy and TechnologyTechnology and Innovation: Volume Trend of Online Conversations

The volume of online conversation about Deep Water increased almost 3,000 percent during the second quarter

of 2010. Energy Technologies has increased approximately 645 percent since the third quarter of 2009.

0

50,000

100,000

150,000

200,000

250,000

300,000

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

On

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Energy Technologies

Exploration and Development

Deep Water

Innovation


Technology and Innovation*

January 1, 2009 – June 30, 2010

*Five of 19 subtopics about Technology and Innovation

Chart 3.8


on the revised



Energy and TechnologyAlternatives and Renewables: Volume and Net Sentiment of

Online ConversationsDuring the second quarter of 2010, Solar, Wind and general discussion of Alternatives and Renewables led the online

conversation in volume. Nuclear also was a sizable part of the conversation, but the most negative in sentiment.

Low Volume/

Negative Sentiment

Low Volume/

Positive Sentiment

High Volume/

Negative Sentiment

High Volume/

Positive Sentiment

0

50,000

100,000

150,000

200,000

250,000

1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

Ethanol

Nuclear

Solar

WindAlternatives and Renewables

Geothermal

Biofuels

Clean Energy

Hydrogen

Corn-Based EthanolBiohydrocarbons


April 1, 2010 – June 30, 2010

Vo

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B

A. Algae

B. Cellulosic Ethanol

C. Nonfood Biofuels

D. Ocean

C

D

A

Chart 3.9



on the revised




Energy and TechnologyAlternatives and Renewables: Volume Trend of Online Conversations

The online conversation about Solar continued to be the largest volume of discussion among the Alternatives and

Renewables subtopics. Clean Energy experienced the largest growth in volume, increasing 41 percent from the first

quarter of 2010 to the second quarter of 2010.

0

50,000

100,000

150,000

200,000

250,000

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

On

lin

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on

vers

ati

on

Vo

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Clean Energy

Nuclear

Solar

Wind

Alternatives and Renewables*

January 1, 2009 – June 30, 2010

*Five of 15 subtopics about Alternatives and Renewables

Chart 3.10


on the revised



Energy and TechnologySample of Influencers Active in the Online Conversation



Clean Break http://tyler.blogware.comDiscusses trends, happenings and innovators in the clean

technology and green energy market.

FuturePundit http://www.futurepundit.comSpotlights future technological trends and their potential impact on

human society, politics and evolution.

Idaho Samizdat http://djysrv.blogspot.com Covers the nuclear energy industry with respect to economics,

politics and technologies.

SugarcaneBlog http://sugarcaneblog.comKeeping up with sugarcane developments, especially advanced

biofuels like sugarcane ethanol.

Watts Up With That? http://wattsupwiththat.comNews and commentary on complex subjects related to nature,

science, weather, climate change, technology and energy.

http://tyler.blogware.com/

http://www.futurepundit.com/

http://djysrv.blogspot.com/

http://sugarcaneblog.com/

http://sugarcaneblog.com/

http://wattsupwiththat.com/



ENERGY AND ENVIRONMENT

Energy and EnvironmentSummary of the Online Conversation

During the second quarter of 2010, There were approximately 4.1 million online discussion about Environment posts about Energy and Environment from and Oil increased 158 percent compared January 2009 through June 2010. Climate to the first quarter of 2010. Change comprised 70 percent of the

conversation about Energy and Environment While all subtopics about Energy, during this 18-month period, totaling 2.9

Resources and Policy increased in million posts.volume during the second quarter of 2010, the majority of Climate Change The online conversations about both subtopics decreased in volume. Environment, Resources and Policy and

Climate Change were negative during the 18- The tone of online conversation for Climate month period – 2.89 and 2.37 out of 5.00,

Change increased 16 percent in sentiment respectively.during the second quarter of 2010 (2.52).

Among the Environment, Resources and Policy subtopics, Sustainability was the most positive in sentiment (3.84), followed by Environment and Alternatives (3.73) during the 18-month period.


KEY ENERGY AND ENVIRONMENT TOPICS EXAMINED:

• Environment, Resources and Policy

• Climate Change



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

Environment and Alternatives: The environment noncarbon 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

established in 1988 by two organizations under U.S. Environmental Protection Agency (U.S. EPA) the United Nations. and Energy: Energy issues related to the EPA, the

federal agency that sets and enforces rules and Kyoto: The Kyoto Protocol, aimed at combating standards to protect the environment. climate change; initially adopted on December 11,

2007, in Kyoto, Japan.

Energy and EnvironmentTopics 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 or 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. EPA and Carbon: In 2007, the U.S. Supreme

Global Warming and Global Cooling: Changes in Court held that the EPA has the right to regulate the

the Earth's average atmospheric temperature and emission of greenhouse gases under the Clean Air

corresponding changes in climate. Act “unless it is able to provide a scientific reason for

not doing so.” The EPA exercised its authority on

Climate Policy: Legislation designed to regulate December 7, 2009, when it publicly finalized an

greenhouse gas emissions. “Endangerment Finding” on greenhouse gases.

Copenhagen: Commonly referred to as

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.


Energy and EnvironmentVolume and Net Sentiment of Online Conversations

Online conversation about Environment, Resources and Policy was lower in volume than Climate Change during the second

quarter of 2010. The sentiment of both key conversation topics was negative.

Low Volume/

Negative Sentiment

Low Volume/

Positive Sentiment

High Volume/

Negative Sentiment

High Volume/

Positive Sentiment

0

100,000

200,000

300,000

400,000

500,000

600,000

1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

Environment, Resources and Policy

Climate Change


April 1, 2010 – June 30, 2010

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on the revised



Energy and EnvironmentVolume of Online Conversations

Global Warming and Cooling triggered the highest volume of conversation among the Energy and Environment subtopics

during the second quarter of 2010, followed by Environment and Oil.

6.05%

17.73%

3.99%

5.70%

1.02%

4.15%

1.89%

1.56%

24.71%

6.07%

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

Sustainability

Environment and Oil

Environment and Alternatives

Environmental Policy

Carbon Tax

Cap-and-Trade

IPCC**

Copenhagen

Global Warming and Cooling

Climate Policy

10 Energy and Environment Subtopics*

April 1, 2010 – June 30, 2010

Percentage of Online Conversations About Energy and Environment – 3.3 Million Total

*Ten of 20 Energy and Environment Subtopics

**Intergovernmental Panel on Climate ChangeChart 4.2



Energy and EnvironmentNet Sentiment and Sentiment Volume of Online Conversations

Among Energy and Environment subtopics, Sustainability was the most favorable conversation during the second quarter of

2010, with a net sentiment of 3.85, followed by Environment and Alternatives (3.62). Intergovernmental Panel on Climate

Change (IPCC) was the most negative, with a net sentiment of 2.05.

Sustainability

Po

sitiv

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eg

ative

Category

Net

Sentiment

Neutral

Volume

Environment

and Oil

Environment

and

Alternatives

Environmental

Policy

Carbon

Tax

Cap-and-Trade IPCC Copenhagen Global Warming

and Cooling

Climate

Policy

7,612 9,4812,907

960660

2,889828 883

20,628

3,292

– 1,645

– 29,881

– 1,019– 2,617 – 1,404

– 5,686– 3,076

– 858

– 45,449

– 3,763

-50,000

-40,000

-30,000

-20,000

-10,000

0

10,000

20,000

30,000

Se

nti

me

nt

Vo

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3.85 2.13 3.62 2.54 2.40 2.47 2.05 3.00 2.36 2.89

49,370 132,343 34,677 51,627 7,826 31,609 14,394 13,323 173,260 51,770

10 Energy and Environment Subtopics*

April 1, 2010 – June 30, 2010

*Ten of 20 Energy and Environment subtopics

**Number of positive, negative and neutral posts rated by the SM2 social media monitoring toolChart 4.3



Energy and EnvironmentSentiment Trends of Online Conversations

Online conversation about Environment and Oil and Environmental Policy was significantly more negative during the second

quarter of 2010 compared to previous quarters. Discussions about Copenhagen improved in sentiment from negative to neutral.

10 Energy and

Environment Subtopics

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

Sustainability 3.87 3.87 3.81 3.85 3.80 3.85

Environment and Oil 2.93 2.63 2.80 2.67 2.58 2.13

Environment and

Alternatives

3.58 3.76 3.89 3.80 3.70 3.62

Environmental Policy 3.13 2.95 2.97 2.85 2.99 2.54

Carbon Tax 2.46 2.79 2.83 1.76 2.29 2.40

Cap-and-Trade 2.53 2.50 2.47 2.22 2.49 2.47

Intergovernmental Panel

on Climate Change

2.13 1.86 1.82 2.26 1.71 2.05

Copenhagen 3.81 3.28 2.85 2.29 2.32 3.00

Global Warming and

Cooling2.52 2.39 2.33 2.27 2.05 2.36

Climate Policy 2.72 2.61 2.61 2.41 2.53 2.89

January 1, 2009 – June 30, 2010

Positive

Negative


Neutral (2.90–3.09)


*Ten of 20 Energy and Environment subtopics.

Chart 4.4


Energy and EnvironmentEnvironment, Resources and Policy: Volume and Net Sentiment of

Online ConversationsSustainability was the most positive subtopic within the Environment, Resources and Energy category during the second

quarter of 2010. Environment and Oil had the largest volume of conversation, but also was the most negative in sentiment.

High Volume/ High Volume/April 1, 2010 – June 30, 2010

Negative Sentiment Positive Sentiment200,000

180,000

Environment and Oil

ion

s 160,000

ers

at 140,000

Co

nv

120,000

ne

100,000

of

On

li

80,000

um

e

U.S. EPA* and Energy60,000 Sustainability

Vo

l Environmental Policy

40,000 Environment and Alternatives

20,000 Environment and Gas Environment and Clean Energy

0*U.S. Environmental Protection Agency

1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

Low Volume/ Low Volume/Sentiment of Online Conversations

Negative Sentiment Positive Sentiment

Chart 4.5



on the revised




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

Volume of conversation about Environment and Oil increased 156 percent from the first quarter of 2010 to the second quarter

of 2010. Conversation about U.S. EPA and Energy also had a large increase from the first quarter of 2010 to the second

quarter of 2010, growing 86 percent.

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

200,000

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

On

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Environment and Alternatives

Environment and Oil

Environmental Policy

Sustainability

U.S. EPA** and Energy

Environment, Resources and Policy*

January 1, 2009 – June 30, 2010

*Five of seven subtopics about Environment, Resources and Policy

**U.S. Environmental Protection Agency

Chart 4.6


on the revised



Energy and EnvironmentClimate Change: Volume and Net Sentiment of Online Conversations

The majority of Climate Change subtopics were low in volume and negative in sentiment during the second quarter of 2010.

Global Warming and Cooling had the highest volume of online conversation.


Low Volume/

Negative Sentiment

Low Volume/

Positive Sentiment

High Volume/

Negative Sentiment

High Volume/

Positive Sentiment

0

50,000

100,000

150,000

200,000

250,000

300,000

1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

Climate PolicyClimate and Energy


Cap-and-Trade

E

Greenhouse Gases

IPCC* CopenhagenAB

A. AB32**

B. Carbon Tax

C. Emission Control

D. Kyoto

E. Low-Carbon Fuel

F. U.S. EPA*** and Carbon


April 1, 2010 – June 30, 2010

*Intergovernmental Panel on Climate Change

**Calif. Assembly Bill No. 32

***Environmental Protection Agency

C

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DF

Chart 4.7


on the revised




Energy and EnvironmentClimate Change: Volume Trend of Online Conversations

The conversation volume about Global Warming and Cooling continued to decrease during the second quarter of 2010, following

a peak during the fourth quarter of 2009. Climate and Energy increased 10 percent during the second quarter of 2010.

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

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

On

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Cap-and-Trade

Climate and Energy

Climate Policy


Greenhouse Gases

Climate Change*

January 1, 2009 – June 30, 2010

*Five of 13 subtopics about Climate Change

Chart 4.8


on the revised



Energy and EnvironmentSample of Influencers Active in the Online Conversation



Ecopolitology http://ecopolitology.orgFeatures timely news and analysis regarding the politics of energy

and the environment.

Environmental

Economicshttp://www.env-econ.net

Provides news, opinion and analysis on the environment and

natural resources from an economics perspective.

Marc Gunther http://www.marcgunther.comShares perspective and information about the intersection of

business and sustainability.

The Energy

Conversationhttp://www.energyconversation.org

Aims to create a collaborative, networked community of educated

energy "advocates" to share insights and ideas about building a

sustainable energy future.

Yale Environment 360 http://e360.yale.eduOffers opinion, analysis, reporting and debate on global

environmental issues.

http://ecopolitology.org/

http://ecopolitology.org/

http://www.env-econ.net/




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http://www.marcgunther.com/

http://www.energyconversation.org/

http://e360.yale.edu/

http://e360.yale.edu/


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Chevron Pulse Report: 2Q 2010 Edition - The State of the Online Energy Conversation

Technology

Transcript of Chevron Pulse Report: 2Q 2010 Edition - The State of the Online Energy Conversation