Chevron Pulse Report: 3Q 2010 Edition - The State of the Online Energy Conversation

3Q 2010 Edition April 2009 – September 2010

© 2010 Chevron Corporation

Table of Contents

© 2010 Chevron Corporation | 2

1. Overview 3The Energy Conversation 3Methodology 4Executive Summary 8The Online Energy Conversation Volume 10Timeline of the Energy Conversation 11Volume and Net Sentiment 13Sentiment Trends 14Online Conversation Platforms Volume 15

2. Energy Resources 16Summary 17Taxonomy 18Topics 19Volume and Net Sentiment 21Volume of Online Conversations 22Net Sentiment and Sentiment Volume 23Sentiment Trends 24Access 25Energy Reserves 27Energy Security 29Influencers 31

3. Energy and Technology 32Summary 33Taxonomy 34Topics 35Volume and Net Sentiment 38Volume of Online Conversations 39Net Sentiment and Sentiment Volume 40Sentiment Trends 41Energy Efficiency 42Technology and Innovation 44Alternatives and Renewables 46Influencers 48

4. Energy and Environment 49Summary 50Taxonomy 51Topics 52Volume and Net Sentiment 54Volume of Online Conversations 55Net Sentiment and Sentiment Volume 56Sentiment Trends 57Environment, Resources and Policy 58Climate Change 60Influencers 62

5. Join the Online Conversation 63

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, 3Q 2010 Edition”).

Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman

Since we explored the online energy conversation in previous editions of The Chevron Pulse Report: The State of Online Conversation About Energy Issues, the landscape of this discussion has continued to evolve and expand both online and off.

This fourth edition examines energy conversation trends that occurred online over the 18-month period of April 1, 2009, through September 30, 2010. We also took a closer look at the third quarter of 2010 and analyzed how the results differed from the second quarter of this year.

During the third quarter of 2010, there were roughly 4.4 million posts* about energy that emerged across online platforms. Furthermore, from April 1, 2009, through September 30, 2010, approximately 16.4 million online posts discussed energy.

In the summer of 2008, Chevron partnered with Edelman to gain a better understanding of the online conversation about energy. Together, Chevron and Edelman identified more than 50 key energy issues and conversation topics. Working with Alterian’s SM2** social media monitoring tool, we began analyzing the focus, volume and sentiment of the online conversation about these issues across blogs, discussion forums and social networks, including sites such as Twitter, Facebook, YouTube, Vimeo and Flickr.

Since then, Chevron has been using the information to stay informed about energy topics that are important to people participating in the online community.

This quarterly report is a way to understand and articulate how the online conversation about energy has evolved. We placed a lot of emphasis on charts that translate the conversation into simple visuals, understanding that it is nearly impossible to represent 16.4 million conversations in a handful of words.

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.

OverviewThe Energy Conversation


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OverviewMethodology: Scope

Scope

Edelman conducted a quantitative and qualitative analysis of the volume and sentiment of the global, English-speaking online conversation about energy issues from April 1, 2009, through September 30, 2010, focusing on eight key energy-related topics within three broad categories:

Energy Resources – Access; Energy Reserves; Energy Security Energy and Technology – Energy Efficiency; Technology and Innovation; Alternatives and Renewables Energy and Environment – Environment, Resources and Policy; Climate Change


These three categories were chosen because they were the broadest terms that applied to the most relevant conversations about energy. Within the eight key topics, we examined 74 subtopics.

We conducted analysis quarterly*. There were six quarters during the 18-month period, beginning with 2Q09 and ending with 3Q10. Edelman examined the changes in volume and sentiment of each subtopic for each quarter.

*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.


OverviewMethodology: Quantitative Analysis

Prior to making this change, Edelman compared the ratio of coverage volume provided by manual search tools (e.g., Google and Boardreader) versus SM2 to validate that the quality of data collected by SM2 was approaching the same level as provided by the manual search.

It is important to note that this change in the methodology may account for a general decrease in the data set’s reported volume, likely due to SM2’s ability to eliminate duplicate results collected for each subtopic.

The search terms used to carry out this analysis are based on logical Boolean expressions – developed and tested for each of the 74 energy-related subtopics – in order to reduce or eliminate false positives in the search results. Of note, these Boolean expressions have remained the same as those used for previous editions of the Pulse Report.

Using this methodology, 16.4 million posts related to Energy Resources, Energy and Technology, and Energy and Environment were identified from April 2009 through September 2010.


Quantitative Analysis of the Conversation Volume

Online conversation occurs in myriad ways and is seemingly endless; given that, there is no objective way of measuring precisely how many posts there are for a given period. Google has indexed billions of webpages, but even they cannot provide a comprehensive view of the number of pages, posts or comments available online. Further, each search engine and social media monitoring tool collects posts in a slightly different manner.

Edelman captured and analyzed enough of the online conversation about energy to make confident and reasonable assertions about the quantitative (i.e., volume) and qualitative (i.e., sentiment) discussion results related to a range of energy topics.

Beginning with the 2Q 2010 edition of the Pulse Report, we streamlined the quantitative data collection process in order to improve and expedite the production of these reports moving forward. The revised methodology now consists of a quantitative measure of the online energy conversation based solely on results provided by Alterian’s SM2 social media monitoring tool. This methodology change was carried back for the duration of the 18-month period.



OverviewMethodology: Qualitative Analysis

Qualitative Analysis of the Conversation Sentiment

Since Edelman examines such a sizable amount of conversation each quarter, it would be untenable to manually rate the tone and sentiment of each of these posts. Thus, the semantic engine of Alterian’s SM2 social media monitoring tool was used to evaluate the sentiment of the online conversation about each issue. This is the same methodology that Edelman used in previous editions of the report.

Edelman is confident in the tool’s native capabilities, but wanted to provide additional assurance that the tool was properly rating issue-oriented conversations. These types of conversations can differ in sentiment and tone from consumer-or product-oriented discussions.

In August 2008, Edelman conducted a quantitative survey of the online conversation about energy issues. This established the relative volume of conversation about energy issues over a seven-month period, from January 1 through July 31, 2008. We drew a randomized qualitative sample of posts from the larger quantitative pool in order to gain insight into the tone and trends in the conversation about these topics.


The items were selected based on topical relevance. They were weighted according to the predominance of subtopics in relation to one another so that the sample reflected the volumes identified in the quantitative analysis. For example, if the subtopic Biofuels made up 20 percent of the quantitative sample for the discussion of the topic Alternatives and Renewables, then 20 percent of the qualitative sample for this topic focused on Biofuels. Additionally, the samples were weighted by date to reflect individual conversation trends where possible.

More than 5,000 posts were pulled to make up the sample used in the 2008 survey. A team of 10 conversation analysts manually reviewed the posts and scored them on a 5-point Likert Scale for overall sentiment as well as sentiment on specific issues:

1 = Very unfavorable 2 = Unfavorable 3 = Neutral 4 = Favorable 5 = Very favorable


OverviewMethodology: Qualitative Analysis, continued

For example, a post that was very favorable about Alternatives and Renewables but very unfavorable about Wave Power would be scored “5” for Alternatives, “1” for Wave Power and “4” overall. The overall score was based on the general tone of the article; it was not merely an average of the individual scores. Further, net sentiment was calculated based on a 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.


For the purposes of the Pulse Report, SM2 scored 16.4 million posts across 74 subtopics over 18 months. Comparing this analysis with other evaluations of the online conversation about specific issues, Edelman is confident that this examination represents one of the most comprehensive analyses of online conversation available.


OverviewExecutive Summary: April 1, 2009 – September 30, 2010

There were 16.4 million posts about Energy Resources, Energy and Technology, and Energy and Environment from April 1, 2009, through September 30, 2010. The average sentiment of conversation for this sample was neutral: 3.01 on a 5.00 Likert scale.

Of the three categories analyzed, Energy and Technology was the only category that had a positive net sentiment of 3.38 during the 18-month period. Energy Resources received a net sentiment of 2.52, followed by Energy and Environment with the lowest net sentiment score, 2.50.

Energy and Technology was discussed in roughly 9.6 million posts over the 18-month period – the largest volume of online conversation among the three categories examined. It also experienced the most growth over time, increasing from 764,000 posts in the second quarter of 2009 to 2.8 million in the third quarter of 2010.

Energy Resources produced the lowest volume of discussion, with approximately 1.8 million posts.

Of the eight key topics*, Alternatives and Renewables generated the largest volume of online discussion, with 4.7 million posts – almost 30 percent of the conversation.

Energy Security produced the smallest volume of conversation, with 185,000 posts.

All three topics under the Energy and Technology category received positive net sentiment scores, with the highest score (3.45) going to Energy Efficiency.

In contrast, all three topics under the Energy Resources category were negative in sentiment, the lowest (2.40) being Access, which fell in sentiment in each of the last four quarters.


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


OverviewExecutive Summary: July 1, 2010 – September 30, 2010

During the third quarter of 2010, the volume of online conversation about energy grew by 21 percent, from 3.6 million to 4.4 million posts.

Energy and Technology captured 65 percent of the discussion generated by the three energy categories during the quarter, with 2.8 million posts. This was a 31 percent increase in volume from the previous quarter.

Energy and Technology was also the only category that gained a positive net sentiment (3.41) in the third quarter of 2010.

Energy Resources was the lowest in sentiment (2.46) and volume (470,000 posts), both of which decreased slightly from the second quarter of 2010.

During the third quarter of 2010, the volume of online discussion about Energy and Environment reached more than 1 million posts, a growth of more than 9 percent from the previous quarter.

Of the three key Energy Resources topics examined, Access received the lowest net sentiment (2.16). The tone of discussion about the Outer Continental Shelf (OCS), a subtopic under Access, was the most negative of all the Energy Resources subtopics, with a net sentiment of 2.01.

Discussion pertaining to Deep Water – a subtopic included under the Energy and Technology category –remained negative in the third quarter of 2010 (2.01), but improved in tone by roughly 7 percent from the previous quarter (1.88). Volume for this subtopic decreased by almost 33 percent, from approximately 85,000 posts in the second quarter to 57,000 in the third quarter.

Of the two key topics captured under the Energy and Environment category – Climate Change and Environment, Resources and Policy – the latter improved in sentiment from the second quarter of 2010. However, Climate Change dropped in tone to 2.38 – a 6 percent decrease from the previous quarter.

© 2010 Chevron Corporation | 9Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman


Energy Resources (.47)

11%24%

65%

Energy and Environment(1.1)

Energy and Technology (2.8)

3 MONTHSJuly 1, 2010 – September 30, 2010

(Millions)

Energy Resources (1.8)

11%

31%

Energy and Environment (5.0)

58%

Energy and Technology (9.6)

18 MONTHSApril 1, 2009 – September 30, 2010

Chart 1.1

(Millions)

OverviewThe Online Energy Conversation Volume

There were 16.4 million online posts about Energy Resources, Energy and Technology, and Energy and Environment from April 2009 through September 2010. Of those posts, 4.4 million occurred from July 2010 through September 2010.


April 1, 2009 – September 30, 2010

Chart 1.2

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3,000,000

2,500,000

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0

Energy Resources Energy and Environment Energy and Technology

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

Congressional Budget Office (CBO) releases report on impacts of ethanol (APRIL)

CAFE fuel economy standards revised (MAY)

House passes Waxman-Markey bill (JUNE)

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 of 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)

California Air Resources Board (CARB) votes in support of the Low Carbon Fuel Standard (APRIL)

OverviewTimeline of the Energy Conversation: 2Q 2009 – 3Q 2010


OverviewTimeline of the Energy Conversation: 3Q 2010


SEPTEMBER 27U.S. lawmakers urge President Barack Obama to challenge China on clean energy production

SEPTEMBER 23European nations reject a proposl to ban deepwater drilling in the northeast Atlantic

SEPTEMBER 2Mariner Energy’s Vermillion 380 platform catches fire in the Gulf of Mexico

AUGUST 31Greenpeace protestors board oil rig off the coast of Greenland

AUGUST 23Top federal offshore oil drilling regulators say temporary halt to deepwater drilling will remain in place

AUGUST 4U.S. government releases new report saying 74% of spilled oil from the Deepwater Horizon incident has been contained or mitigated

JULY 28U.S. National Oceanic and Atmospheric Administration (NOAA) issues “2009 State of the Climate” report

JULY 15BP announces no oil flowing to into Gulf of Mexico; testing of cap ensues

JULY 8A federal appeals court rejects the U.S. government’s effort to restore an offshore deepwater oil drilling moratorium

Chart 1.3


Low Volume/Negative Sentiment

Low Volume/Positive Sentiment

High Volume/Negative Sentiment

High Volume/Positive Sentiment

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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

July 1, 2010 – September 30, 2010

OverviewVolume and Net Sentiment of Online Conversations About Energy


Online conversation about Alternatives and Renewables was the highest in volume during the third quarter of 2010. Energy Efficiency had the most positive conversation, with a net sentiment of 3.52. Access had the most negative conversation, with a net sentiment of 2.16. Energy Security had the lowest volume of online conversation.


OverviewSentiment Trends of Online Conversations About Energy

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


3.19 3.30 3.10 3.12 2.56 3.01

Climate Change 2.54 2.46 2.33 2.18 2.52 2.38


3.39 3.42 3.32 3.25 3.34 3.36

Energy Efficiency 3.58 3.70 3.60 3.29 3.30 3.52


3.60 3.33 3.46 3.44 3.28 3.42

Access 2.64 2.72 2.66 2.54 2.43 2.16

Energy Reserves 2.80 2.75 2.54 2.45 2.43 2.55

Energy Security 2.88 2.79 2.61 2.64 2.67 3.10

Chart 1.5


PositiveNegative

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

Sentiment Trends of Online Conversations Legend: >0.10 Change:


Energy Security and Environment, Resources and Policy increased in sentiment by 16 percent and 18 percent, respectively, during the third quarter of 2010. Climate Change and Access both became more negative in sentiment.


Social Networks

Blogs

July 1, 2010 – September 30, 2010

Microblogs24% 26%

30%18% 2%

Video/Photos

Discussion Forums

Chart 1.6

OverviewOnline Conversation Platforms Volume


Social Networks, such as Facebook, generated the largest volume of the online energy conversation that surfaced on social media platforms during the second quarter of 2010, followed by Microblogs such as Twitter.



The Online Conversation About:

ENERGY RESOURCES


Energy ResourcesSummary of the Online Conversation

There were nearly 1.8 million online posts about Energy Resources during the 18-month period from April 2009 through September 2010. During this time, Energy Resources accounted for less than 11 percent of the online energy conversation examined by the Pulse Report.

In the third quarter of 2010, the volume of online discussion about and the net sentiment for Energy Resources was fairly consistent with the previous quarter. The discussion sparked nearly 470,000 posts –a slight decrease from the previous quarter. The net sentiment for Energy Resources was 2.46 out of 5.00 –the same as the quarter before.

Of the three key Energy Resources topics examined, Access received the lowest net sentiment (2.16). In contrast, Energy Security improved in sentiment (3.10), which is the highest score received by this topic over the past six quarters.

Net sentiment for Access continued its trend downward, from 2.43 in the second quarter of 2010 to 2.16 in the third quarter. Similarly, the volume of discussion about this key topic decreased to approximately 168,000 posts – a drop of almost 25 percent from the previous quarter.

From July to September 2010, the tone of discussion about the Outer Continental Shelf, a subtopic under Access, was the most negative of all the Energy Resources subtopics, with a net sentiment of 2.01.

Energy Reserves generated almost 260,000 posts, the highest volume of the Energy Resources topics. All subtopics under this key topic increased in volume, with reference to Strategic Petroleum Reserve increasing nearly 300 percent in the third quarter of 2010.

From the second to the third quarter of 2010, Energy Independence and “Foreign” Oil – two subtopics under the Energy Security discussion – both decreased in volume but increased in sentiment.


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


Energy ResourcesTaxonomy


ENERGY RESOURCES

ENERGY RESOURCES ACCESS ENERGY

SECURITY

Energy Reserves Energy Security

Arctic National Wildlife Refuge (ANWR)

Peak Oil Energy Independence

Strategic Petroleum Reserve (SPR)

“Foreign” Oil

Oil ShaleCapacity

Natural GasEnergy Supply

Subtopics

Key Topics

Category


U.S. Domestic Access

Outer Continental Shelf (OCS)

Oil SandsRefineries

Access Outer Continental Shelf (OCS): Oil or drilling in the

OCS offshore areas that lie between the jurisdiction of individual U.S. states and the federal government, generally three miles to 200 miles off the coast.

Arctic National Wildlife Refuge (ANWR): Oil or drilling in the ANWR, a 19 million-acre area that lies in the northeast corner of Alaska, a portion of which could be designated for oil and natural gas exploration.

U.S. Domestic Access: Access to or exploration of U.S. energy resources.

Oil Shale: An organic-rich sedimentary rock that can be used to produce liquid hydrocarbons or converted into various forms of oil.

Oil Sands: Unconventional oil that comprises a natural mixture of sand, water and a form of petroleum called bitumen.

Natural Gas: Natural gas supply in the United States.


Energy ResourcesTopics Explored in the Online Conversation

Energy Reserves Energy Reserves: Reserves of energy resources,

including natural gas and oil. A reserve is the amount of commercially recoverable energy still remaining at a location.

Peak Oil: Defined as the point in time when the maximum rate of extraction of the world’s petroleum supply is met and subsequently followed by the terminal decline of production.

Strategic Petroleum Reserve (SPR): America’s storage of oil maintained by the U.S. Department of Energy for future emergency situations involving U.S. energy supply.

Capacity: The level of production for individual refineries as well as total production for all refineries.

Refineries: Oil refineries or the oil refining process.

Energy Supply: The supply of energy resources, such as oil or natural gas.


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 ResourcesTopics Explored in the Online Conversation, continued


Low Volume/ Low Volume/



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Energy Reserves

Access

Energy Security

Chart 2.1Sentiment of Online Conversations

July 1, 2010 – September 30, 2010

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Negative Sentiment Positive Sentiment

Energy ResourcesVolume 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 third quarter of 2010. Energy Security had the only positive conversation but was the lowest in volume.


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

24.10%

1.50%

0.66%

5.49%

15.94%

4.35%

22.35%

3.07%

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

OCS


Oil Shale

Oil Sands

Energy Reserves

Peak Oil

Capacity

Energy Security

Energy Independence

"Foreign" Oil

Chart 2.2

10 Energy Resources Subtopics*July 1, 2010 – September 30, 2010

Percentage of Online Conversations About Energy Resources – 470,000 Total

*Ten of 15 Energy Resources subtopics

Energy ResourcesVolume of Online Conversations


OCS

Posi

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Neg

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Category

NetSentiment

NeutralVolume


Oil Shale Oil Sands Energy Reserves

Peak Oil Capacity Energy Security

Energy Independence

“Foreign” Oil

3,702

362 2491,869

2,3891,675

3,7991,049 2,029

1,186

– 13,037

– 518 – 216

– 3,991– 5,531

– 3,215– 4,628

– 957 – 1,115 – 2,022

-14,000-12,000-10,000-8,000-6,000-4,000-2,000

02,0004,0006,000

Chart 2.3

10 Energy Resources Subtopics*July 1, 2010 – September 30, 2010

Sent

imen

t Vol

ume*

*

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

2.01 2.75 3.20 2.37 2.49 2.47 2.87 3.14 3.53 2.64

96,493 6,160 2,633 19,954 66,977 15,537 96,571 12,396 12,329 12,848

Energy Independence was the most favorable conversation during the third quarter of 2010, with a positive net sentiment of 3.53. Outer Continental Shelf (OCS) was quite negative and decreased in sentiment from the previous quarter.

Energy ResourcesNet Sentiment and Sentiment Volume of Online Conversations


Energy ResourcesSentiment Trends of Online Conversations


10 Energy Resources Subtopics*

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

Outer Continental Shelf 2.76 3.05 2.96 2.72 2.42 2.01

U.S. Domestic Access 3.00 2.93 2.78 2.82 2.76 2.75

Oil Shale 2.35 2.46 3.34 2.73 3.37 3.20

Oil Sands 2.53 2.36 2.52 2.24 2.43 2.37

Energy Reserves 2.68 2.49 2.44 2.41 2.45 2.49

Peak Oil 2.33 2.39 2.27 2.34 2.50 2.47

Capacity 3.20 3.21 3.01 2.74 2.69 2.87

Energy Security 3.16 3.15 3.07 2.98 2.85 3.14

Energy Independence 3.31 3.18 2.91 2.96 3.00 3.53

“Foreign” Oil 2.40 2.20 2.19 2.13 2.34 2.64


PositiveNegative

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 subtopicsChart 2.4

The online conversation about Energy Security and Energy Independence increased to a positive sentiment during the third quarter of 2010. Outer Continental Shelf dropped to its lowest sentiment in the past 18 months. Also, while “Foreign” Oil remained negative in the third quarter of 2010, it was less negative than it had been in the previous five quarters.






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ANWR*

OCS

Oil ShaleU.S. Domestic Access

Oil Sands

Natural Gas


July 1, 2010 – September 30, 2010

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*Arctic National Wildlife Refuge

Energy ResourcesAccess: Volume and Net Sentiment of Online Conversations


Similar to last quarter, Oil Shale was the only subtopic that was positive in sentiment during the third quarter of 2010. Outer Continental Shelf (OCS) was the most negative subtopic and generated the largest volume of online conversation.


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ANWRNatural GasOCSOil SandsU.S. Domestic Access

Access*April 1, 2009 – September 30, 2010

Chart 2.6 *Five of six subtopics about Access


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 (growing 305 percent), but then fell 35 percent during the third quarter of 2010.






0

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SPR

Capacity

Energy Reserves

Energy SupplyPeak Oil

Refineries


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July 1, 2010 – September 30, 2010

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 third quarter of 2010. Refineries was the most negative, while Strategic Petroleum Reserve (SPR) was the lowest in volume.


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

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CapacityEnergy ReservesEnergy SupplyPeak OilRefineries

Energy Reserves*April 1, 2009 – September 30, 2010

Chart 2.8


Energy ResourcesEnergy Reserves: Volume Trend of Online Conversations

The volume of conversation about all Energy Reserves subtopics examined increased in volume during the third quarter of 2010. Conversation about Refineries increased the least during the quarter.

*Five of six subtopics about Energy Reserves






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Energy Independence

“Foreign” Oil

Energy Security

Chart 2.9 Sentiment of Online Conversations

July 1, 2010 – September 30, 2010

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Energy ResourcesEnergy Security: Volume and Net Sentiment of Online Conversations


For the second quarter in a row, online conversation about “Foreign” Oil sparked the highest volume of discussion and was themost negative in sentiment (2.64). Conversation about Energy Independence and Energy Security was positive in sentiment.


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Energy IndependenceEnergy Security"Foreign" Oil

Energy SecurityApril 1, 2009 – September 30, 2010

Chart 2.10


Energy ResourcesEnergy Security: Volume Trend of Online Conversations

The volume of online conversation in two of the three Energy Security subtopics decreased during the third quarter of 2010. Energy Security was the only subtopic that saw an increase in volume, with a 21 percent growth compared with the second quarter of 2010 (14,402 posts).


Energy ResourcesSample of Influencers Active in the Online Conversation


Blog Link Description

Dripping Oil

Energy Digital

GetRealList

Platts: The Barrel

Speaking of Oil

http://drippingoil.blogspot.com

http://drippingoil.blogspot.com

http://www.getreallist.com

http://www.platts.com/weblog/oilblog

http://blogs.opisnet.com

Posts about updated news and data on the oil industry, crude oil and natural gas production and supply, and the energy market.

Offers business solutions, news and commentary namely for energy professionals and executives.

Features commentary, information and insights about energy investing, policy and peak oil.

Covers the oil markets from a global perspective with real-time analysis on the energy and metals industries.

Provides breaking news, information and insights on trends and topics related to the energy market.



ENERGY AND TECHNOLOGY


Energy and TechnologySummary of the Online Conversation

From April 2009 to September 2010, approximately 9.6 million posts about Energy and Technology surfaced online. Almost 2.8 million of those conversations were posted in the third quarter of 2010.

Over the course of the 18-month period examined, attention on Energy and Technology drove the general energy-related conversation online, making up nearly 60 percent of the discussion.

Compared with the second quarter of 2010, the sentiment of online conversation about Energy and Technology became more positive in the third quarter, rising from 3.31 to 3.41 – equaling the score from the fourth quarter of 2009.

Among the three key topics included under the Energy and Technology category, Alternatives and Renewables generated the highest volume of posts (1.2 million). Although this topic improved in sentiment, it fell from being the most positive key topic in the second quarter of 2010 (3.34) to the least positive key topic in the third quarter (3.36).


KEY ENERGY AND TECHNOLOGY TOPICS EXAMINED:• Energy Efficiency • Technology and Innovation • Alternatives and Renewables

In contrast to the drop in sentiment in the second quarter of 2010, conversation related to the Technology and Innovation topic increased in sentiment by more than 4 percent to 3.42. Similarly, Energy Efficiency became more positive in the third quarter of 2010, with a score of 3.52, making it the most positive key topic under the Energy and Technology category.

Discussion pertaining to the Energy and Innovation subtopic Deep Water remained negative in the third quarter of 2010 (2.01) but increased by approximately 7 percent from the previous quarter (1.88). Volume for this subtopic decreased from the previous quarter by almost 33 percent, from about 85,000 to 57,000 posts, respectively.


Energy and TechnologyTaxonomy


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

Subtopics

Key Topics

Category


Energy Efficiency Energy Efficiency: Reducing the amount of energy

needed to perform a process, from heating a home to powering a factory.

Fuel Efficiency: Efficiency of a particular vehicle measured by its total output (i.e., mileage) in comparison to amount of input (i.e., fuel). Also related to fuel economy indicated by miles per gallon (mpg) or kilometers per liter (km/L).

Energy Conservation: Reduction of energy consumption.

Energy Efficiency Policy: Local, state and national policies, through incentives, tax credits and other policy mechanisms, that are designed to reduce the amount of energy used.

Fuel Efficiency Policy: Regulations and legislation at the local, state and national levels, such as emissions performance standards, that are used to set new thresholds in emission control technology.


Energy and TechnologyTopics Explored in the Online Conversation

Technology and Innovation Deep Water: Exploring and producing oil and gas off

the coastline in water depths of 1,000 ft or more.

Energy Technologies: Technological processes or innovations associated with producing energy.

Fuel Cell: An electrochemical cell that combines a fuel source (e.g., hydrogen) with an oxidant (e.g., water) to produce an electrical current, commonly used to power vehicles.

Directional Drilling: Drilling nonvertical wells that can extract oil and natural gas from a single point across a vast territory.

Gas-to-Liquids (GTL): Converting gaseous compounds into hydrocarbon-based liquids such as gasoline.

Intercropping: Energy industry’s adoption of the agricultural practice of growing one crop between the rows of another crop of a separate source; 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.


Technology and Innovation, continued Energy Innovation: Advancements made in the

development of energy sources.

Gasification: Producing gas from coal in order to convert it into transportation fuels such as gasoline or diesel.

Solar-to-Steam: Generation of steam from captured sunlight to carry out heavy oil extraction.

Liquefied Natural Gas (LNG): Liquid form of natural gas for easier storage and/or transportation of natural gas to markets.

Exploration and Development: Exploratory ventures and developments of energy resources.

Carbon Capture and Storage (CCS): Family of technologies that provide capture and storage of carbon dioxide emissions in deep geologic formations.

Carbon Capture: Capturing and compressing of 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

Cleantech: Energy products and services that increase efficiency while reducing costs, energy consumption and environmental impact.

Hydraulic fracturing: Recovery of natural gas and oil from rock formations deep below the earth’s surface through the injection of fluid pressure into targeted fractures in the rock. This creates a path between the reservoir and the well, increasing the amount of oil and natural gas that can be recovered.

Seismic Imaging/Visualization: Three-dimensional imaging of subsurface geology that helps petroleum engineers identify possible oil- and gas-bearing formations. The images show a reservoir at different stages of depletion, allowing engineers to improve recovery and produce resources more efficiently.

Enhanced Oil Recovery: Technologies such as thermal recovery or gas injection that can be used to increase the amount of oil that can be extracted from an oil field.


Energy and TechnologyTopics Explored in the Online Conversation, continued

Alternatives and Renewables Biofuels: Fuels produced from renewable biological

resources, including vegetable oil – and animal fat –based diesel fuels.

Ethanol: Flammable, colorless liquid that can be used as a fuel or fuel additive.

Alternatives and Renewables: Nontraditional sources of energy and those that can be produced from naturally replenishing resources, such as solar, wind or wave power.

Geothermal: A source of energy that is generated by extracting heat from the earth.

Solar: Generation of electricity from sunlight.

Wind: Power of wind converted into a usable form of energy that can be harnessed to produce electricity.

Hydrogen: Generating power from hydrogen and fuel cells, which are electrochemical cells that generate electricity through the reactions between hydrogen and water.

Nuclear: Energy produced from controlled nuclear reactions.

Ocean: Energy generation through the movement of ocean surface waves.

Algae: Use of the photosynthetic organism algae to create a biofuel by converting carbon dioxide and sunlight into oxygen and biomass.

Cellulosic Ethanol: Biofuel produced from wood, grasses or nonedible plant parts.

Corn-Based Ethanol: Form of ethanol produced from corn through industrial fermentation and distillation.

Nonfood Biofuels: Ethanol produced from nonfood crops for waste biomass, such as the stalks of wheat and wood.

Biohydrocarbons: Fuel source produced by mixing biomass feedstock of plants with hydrogen and another chemical catalyst.

Clean Energy: Energy sources that do not pollute the atmosphere or environment when used.






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Energy Efficiency




July 1, 2010 – September 30, 2010

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Energy and TechnologyVolume and Net Sentiment of Online Conversations


Among the three key Energy and Technology topics, Alternatives and Renewables generated the highest volume of online conversation during the third quarter of 2010. Energy Efficiency was the most positive in sentiment.


Of the 10 Energy and Technology subtopics in the chart below, Liquefied Natural Gas produced the largest volume of online conversation during the third quarter of 2010, followed by Solar. As with the previous quarter, Carbon Capture remained lowest in volume.

2.46%

11.10%

7.75%

5.66%

5.31%

5.34%

2.02%

3.23%

12.10%

0.31%

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

Biofuels

Solar

Wind

Nuclear

Energy Efficiency

Energy Conservation

Deep Water

Clean Energy

Liquefied Natural Gas

Carbon Capture

Chart 3.2

Percentage of Online Conversations About Energy and Technology – 2.8 Million Total

10 Energy and Technology Subtopics*July 1, 2010 – September 30, 2010

*Ten of 39 Energy and Technology subtopics

Energy and TechnologyVolume of Online Conversations


Biofuels

Posi

tive

Neg

ativ

e

Category

NetSentiment

NeutralVolume

Solar Wind Nuclear Energy Efficiency

Conservation Deep Water Clean Energy


Carbon Capture

8,254

37,52021,840

8,197

29,114

8,0011,670

12,658

88,517

930

– 4,652

– 15,819– 13,809

– 22,123

– 5,328 – 13,597 – 9,008 – 7,171

– 62,304

– 432

-80,000-60,000-40,000-20,000

020,00040,00060,00080,000

100,000

Chart 3.3

10 Energy and Technology Subtopics*July 1, 2010 – September 30, 2010

Sent

imen

t Vol

ume*

*

3.50 3.68 3.41 2.33 4.05 2.65 2.01 3.44 3.40 3.65

56,903 262,147 184,616 130,423 116,415 130,038 46,805 72,041 193,064 7,413

*Ten of 39 Energy and Technology subtopics**Number of positive, negative and neutral posts rated by the SM2 social media monitoring tool

Energy Efficiency was the most favorable of the Energy and Technology subtopics during the third quarter of 2010. Solar and Carbon Capture also were very positive. Conversely, Deep Water was the most negative subtopic.

Energy and TechnologyNet Sentiment and Sentiment Volume of Online Conversations


Energy and TechnologySentiment Trends of Online Conversations

10 Energy and Technology Subtopics*

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

Biofuels 3.43 3.48 3.35 3.23 3.47 3.50

Solar 3.83 3.87 3.53 3.64 3.73 3.68

Wind 3.78 3.47 3.04 3.15 3.25 3.41

Nuclear 2.82 2.85 2.45 2.38 2.36 2.33

Energy Efficiency 4.01 4.05 4.05 4.00 4.12 4.05

Energy Conservation 2.62 2.72 2.72 2.42 2.39 2.65

Deep Water 3.79 3.92 3.58 3.56 1.88 2.01

Clean Energy 3.62 3.43 3.83 3.60 3.58 3.44

Liquefied Natural Gas 3.12 2.91 3.38 3.29 3.63 3.40

Carbon Capture 3.34 3.16 3.54 3.52 3.43 3.65

Chart 3.4


PositiveNegative


*Ten of 39 Energy and Technology subtopics


Like the second quarter of 2010, Deep Water received the most negative conversation sentiment score among the Energy and Technology subtopics during the third quarter of 2010; however, it increased in sentiment by 8 percent compared with the previous quarter. Online discussion of Wind, Carbon Capture and Energy Conservation became more positive during the third quarter of 2010.






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Fuel Efficiency Policy

Fuel Efficiency

Energy Conservation

Energy Efficiency Policy

Energy Efficiency


July 1, 2010 – September 30, 2010

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


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


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Energy ConservationEnergy EfficiencyEnergy Efficiency PolicyFuel EfficiencyFuel Efficiency Policy

Energy EfficiencyApril 1, 2009 – September 30, 2010

Chart 3.6


Energy and TechnologyEnergy Efficiency: Volume Trend of Online Conversations

The volume of online conversation about both Fuel Efficiency and Fuel Efficiency Policy increased by 29 percent from the second quarter of 2010 to the third quarter of 2010. Conversation about Energy Conservation decreased in volume by 5 percent during the third quarter of 2010.






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Exploration and Development


Innovation

Chart 3.7

Energy Technologies

LD H J


July 1, 2010 – September 30, 2010

Hydraulic Fracturing

A. Carbon CaptureB. Carbon Capture &

SequestrationC. Carbon & SequestrationD. CleantechE. Directional Drilling F. Fuel CellG. GasificationH. Gas-to-LiquidsI. IntercroppingJ. Oil RecoveryK. Seismic Imaging/VisualizationL. Solar-to-SteamM. Steamflooding

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Deep WaterA, B, C, E, K, M

I FG

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


During the third quarter of 2010, Energy Technologies had the largest volume of discussion among the 19 Technology and Innovation subtopics. Deep Water was the most negative in sentiment (2.01), followed by Hydraulic Fracturing (2.15).


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Energy TechnologiesExploration and DevelopmentDeep WaterInnovationLiquefied Natural Gas

Technology and Innovation*April 1, 2009 – September 30, 2010

Chart 3.8


Energy and TechnologyTechnology and Innovation: Volume Trend of Online Conversations

The volume of online conversation about Liquefied Natural Gas spiked during the third quarter of 2010, growing 244 percent compared with the second quarter of 2010. Deep Water decreased 32 percent in conversation volume during the third quarter of 2010.

*Five of 19 subtopics about Technology and Innovation






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Ethanol

Nuclear

Solar

Wind


Geothermal

Chart 3.9

Biofuels

Clean Energy

Hydrogen

Corn-Based EthanolBiohydrocarbons


July 1, 2010 – September 30, 2010

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B

A. AlgaeB. Cellulosic EthanolC. Nonfood BiofuelsD. Ocean

CD A

Energy and TechnologyAlternatives and Renewables: Volume and Net Sentiment of Online Conversations


During the third quarter of 2010, the subtopics Solar, Wind and Alternatives and Renewables led the online conversation in volume, and all were positive in sentiment. Overall, the majority of the other subtopics were positive in sentiment, with theexception of Nuclear and Ocean.


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Alternatives and RenewablesClean EnergyNuclearSolarWind

Alternatives and Renewables*April 1, 2009 – September 30, 2010

Chart 3.10

*Five of 15 subtopics about Alternatives and Renewables


Energy and TechnologyAlternatives and Renewables: Volume Trend of Online Conversations

The online conversation about Solar continued to have the largest volume of discussion among the Alternatives and Renewables subtopics. Clean Energy decreased slightly (2 percent) in conversation volume during the third quarter of 2010.


Energy and TechnologySample of Influencers Active in the Online Conversation



Alt Energy Stocks http://www.altenergystocks.com Provides original research into alternative energy, renewable energy and clean technology companies.

Atom Watch http://atomwatch.blogspot.com Spotlights major events emerging in the nuclear technology space and draws attention to atomic technology development, security and consequences of its usage.

Cleantech Insights http://blog.cleantech.com Compiles research, advisory and networking opportunities for the global clean technology industry.

EarthTechling http://www.earthtechling.com Highlights local and global advancements and information about green consumer technology ranging from green gadgets to renewable energy.

The Renewable Energy Blog http://www.renewable-energy-blog.com Serves as a forum to showcase, learn, share and explore

emerging green technologies and innovations.

http://www.altenergystocks.com/�

http://atomwatch.blogspot.com/�

http://blog.cleantech.com/�

http://www.earthtechling.com/�

http://www.renewable-energy-blog.com/�



ENERGY AND ENVIRONMENT


Energy and EnvironmentSummary of the Online Conversation

Under the Environment, Resources and Policy topic, Environment and Oil made up the largest share of the discussion during the third quarter of 2010, sparking nearly 146,000 posts online. However, this is a 15 percent decrease in volume for this subtopic from the previous quarter. Sustainability remained the most positive subtopic in the third quarter of 2010, with a sentiment score of 3.91 – a trend that has spanned the past four quarters.

Of the 13 Climate Change subtopics, Global Warming and Cooling produced the most volume, with almost 286,000 posts. Emission Control experienced the greatest increase in volume of 72 percent, followed by Carbon Tax and AB32, respectively.

In terms of sentiment, the Climate Change subtopic, Copenhagen, saw the most substantial drop in tone, going from a neutral score of 3.00 in the second quarter of 2010, to a negative score of 2.71 in the third quarter. Discussion related to the Intergovernmental Panel on Climate Change (IPCC) remained negative (2.36) but saw the highest increase in sentiment of about 15 percent.


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

From April 2009 to September 2010, online conversation about Energy and Environment was the most negative in sentiment compared with the other two categories examined. It came second in volume, garnering approximately 5 million posts over the 18-month period.

During the third quarter of 2010, the volume of online discussion about Energy and Environment reached more than 1 million posts, a growth of more than 9 percent from the previous quarter. Sentiment for this category rose slightly, from 2.54 in the second quarter of 2010 to 2.56 in the third.

Of the two key topics captured under the Energy and Environment category – Climate Change and Environment, Resources and Policy – the latter improved in sentiment from the second quarter of 2010, changing from a negative (2.56) conversation to a neutral one (3.01).

Despite a 16 percent increase in sentiment during the second quarter of 2010, (2.52), the tone of discussion for Climate Change dropped to 2.38 in the third quarter. The volume of conversation for Climate Change grew slightly, from approximately 424,000 to 431,000 posts, respectively.


Energy and EnvironmentTaxonomy


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. 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

Subtopics

Key Topics

Category


Emission ControlCarbon Tax

Climate and Energy

Assembly Bill No. 32 (AB32)

Kyoto

Intergovernmental Panel on Climate Change (IPCC)

Environment, Resources and Policy Sustainability: Sustaining the supply of various

energy resources with minimal effects on the environment.

Environment and Oil: The environment and oil in either a refined or unrefined state.

Environment and Gas: The environment and natural gas.

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

Environment and Clean Energy: The environment and nonpolluting resources such as nuclear power.

Environmental Policy: Environmental policy, legislation and regulations at the local, state, national and international levels.

U.S. Environmental Protection Agency (U.S. EPA) and Energy: Energy issues related to the EPA, the federal agency that sets and enforces rules and standards to protect the environment.


Energy and Environment Topics Explored in the Online Conversation

Climate Change Greenhouse Gas (GHG): Encompasses any of the

gases whose absorption of solar radiation is responsible for the atmospheric heating phenomenon known as the greenhouse effect.

Carbon Tax: An environmental tax on carbon dioxide emissions that could be implemented by taxing the burning of fossil fuels (e.g., coal, oil) to raise revenues and increase the competitiveness of noncarbon technologies.

Cap-and-Trade: An administrative approach to controlling emissions by providing economic incentives for achieving reductions in the emissions of pollutants.

Intergovernmental Panel on Climate Change (IPCC): An intergovernmental body tasked with evaluating the risk of climate change. The panel was established in 1988 by two organizations under the United Nations.

Kyoto: The Kyoto Protocol, aimed at combating 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

controlling the amount of pollutants released into the environment by motor vehicles, industry facilities and smaller power equipment such as tractors.

Low-Carbon Fuel: Lower-carbon-emitting fuels, including some alternative fuels and natural gas.

Climate and Energy: Energy sources in relation to climate change.

Global Warming and Global Cooling: Changes in the Earth's average atmospheric temperature and corresponding changes in climate.

Climate Policy: Legislation designed to regulate greenhouse gas emissions.

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.

Assembly Bill No. 32 (AB32): California’s climate law, formally known as the Global Warming Solutions Act of 2006, that established a timetable to bring California into near compliance with the provisions of the Kyoto Protocol. Enforced by the California Air Resources Board (CARB), the law requires a plan to reduce the state's greenhouse gas emissions to 1990 levels by 2020.

U.S. EPA and Carbon: In 2007, the U.S. Supreme Court held that the EPA has the right to regulate the emission of greenhouse gases under the Clean Air Act “unless it is able to provide a scientific reason for not doing so.” The EPA exercised its authority on December 7, 2009, when it publicly finalized an “Endangerment Finding” on greenhouse gases.






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Energy and EnvironmentVolume 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 third quarter of 2010. The tone of discussion about Environment, Resources and Policy moved from negative to neutral in the third quarter of 2010.


6.43%

13.76%

4.08%

6.27%

1.59%

4.01%

2.41%

1.36%

27.01%

6.11%

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

Sustainability

Environment and Oil



Carbon Tax

Cap-and-Trade

IPCC**

Copenhagen

Global Warming and Cooling

Climate Policy

Chart 4.2

10 Energy and Environment Subtopics*July 1, 2010 – September 30, 2010

Percentage of Online Conversations About Energy and Environment – 1.1 Million Total

*Ten of 20 Energy and Environment Subtopics**Intergovernmental Panel on Climate Change

Energy and EnvironmentVolume of Online Conversations


Global Warming and Cooling generated the highest volume of conversation among the Energy and Environment subtopics during the third quarter of 2010, followed by Environment and Oil.


Sustainability

Posi

tive

Neg

ativ

e

Category

NetSentiment

NeutralVolume

Environment and Oil

Environment and

Alternatives


Carbon Tax

Cap-and-Trade IPCC Copenhagen Global Warming and Cooling

Climate Policy

8,056 8,911 5,133 3,032 1,3442,901

1,796 796

23,998

2,811

– 1,605

– 15,844

– 1,038 – 2,546 – 2,545–6,382 – 4,161

– 1,246

– 65,135

– 4,487

-70,000-60,000-50,000-40,000-30,000-20,000-10,000

010,00020,00030,000

Chart 4.3

Sent

imen

t Vol

ume*

*

3.91 2.55 3.78 3.06 2.50 2.38 2.36 2.71 2.20 2.68

58,334 120,828 36,949 60,778 12,968 33,135 19,545 12,349 196,625 57,337

10 Energy and Environment Subtopics*July 1, 2010 – September 30, 2010

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

Among Energy and Environment subtopics, Sustainability was the most favorable conversation during the third quarter of 2010, with a net sentiment of 3.91, followed by Environment and Alternatives (3.78). Global Warming and Cooling was the most negative, with a net sentiment of 2.20.

Energy and EnvironmentNet Sentiment and Sentiment Volume of Online Conversations


Energy and EnvironmentSentiment Trends of Online Conversations

10 Energy and Environment Subtopics

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

Sustainability 3.87 3.81 3.85 3.80 3.85 3.91

Environment and Oil 2.63 2.80 2.67 2.58 2.13 2.55


3.76 3.89 3.80 3.70 3.62 3.78

Environmental Policy 2.95 2.97 2.85 2.99 2.54 3.06

Carbon Tax 2.79 2.83 1.76 2.29 2.40 2.50

Cap-and-Trade 2.50 2.47 2.22 2.49 2.47 2.38

Intergovernmental Panel on Climate Change

1.86 1.82 2.26 1.71 2.05 2.36

Copenhagen 3.28 2.85 2.29 2.32 3.00 2.71


2.39 2.33 2.27 2.05 2.36 2.20

Climate Policy 2.61 2.61 2.41 2.53 2.89 2.68

Chart 4.4 PositiveNegative


*Ten of 20 Energy and Environment subtopics.



Online conversation about Environment and Oil and Environmental Policy improved most significantly in sentiment among the Energyand Environment subtopics during the third quarter of 2010. Discussion about Copenhagen decreased the most, moving from neutral to negative in sentiment.






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U.S. EPA* and Energy

Environment and Gas

Sustainability

Chart 4.5

Environment and Clean Energy



July 1, 2010 – September 30, 2010

*U.S. Environmental Protection Agency

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


Sustainability was the most positive subtopic within the Environment, Resources and Energy category during the third quarter of 2010. Environment and Oil had the largest volume of conversation but was the most negative in sentiment.


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Environment and AlternativesEnvironment and OilEnvironmental PolicySustainabilityU.S. EPA** and Energy

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

**U.S. Environmental Protection Agency© 2010 Chevron Corporation | 59

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

Environment, Resources and Policy*April 1, 2009 – September 30, 2010

Volume of conversation about Environment and Oil decreased 16 percent from the second quarter of 2010 to the third quarter of 2010. Conversation about Environmental Policy increased the most among the subtopics from the second quarter of 2010 to the third quarter of 2010, growing 20 percent.






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Climate Policy

Climate and Energy


Cap-and-Trade

E

Greenhouse GasesIPCC*

KyotoA

A. AB32**B. Carbon TaxC. Emission ControlD. CopenhagenE. Low-Carbon FuelF. U.S. EPA*** and Carbon


July 1, 2010 – September 30, 2010

Chart 4.7 *Intergovernmental Panel on Climate Change**California Assembly Bill No. 32

***U.S. Environmental Protection Agency

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FB, C, D

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


As with the previous quarter, the majority of Climate Change subtopics were low in volume and negative in sentiment during the third quarter of 2010. Global Warming and Cooling had the highest volume of online conversation. Kyoto was the only subtopic that was positive.


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

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Con

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Cap-and-TradeClimate and EnergyClimate PolicyGlobal Warming and CoolingGreenhouse Gases

Climate Change*April 1, 2009 – September 30, 2010

Chart 4.8

*Five of 13 subtopics about Climate Change


Energy and EnvironmentClimate Change: Volume Trend of Online Conversations

The conversation volume about Global Warming and Cooling increased by 19 percent during the third quarter of 2010, following a decrease during the first and second quarters of 2010. Climate Policy and Greenhouse Gases increased 10 percent and 9 percent, respectively, during the third quarter of 2010.


Energy and EnvironmentSample of Influencers Active in the Online Conversation



ChelseaGREEN http://www.chelseagreen.com Publishes content on renewable energy, green building and ethical and sustainable business, among other topics.

Green for All http://www.greenforall.org/blog/ Serves as an online channel for a national organization working to build a clean energy economy.

Green Prophet http://www.greenprophet.com Features news and information on clean technology development, social issues and the environment relevant to the Middle East and North Africa region.

Green Wombat http://thegreenwombat.com Covers a range of energy topics pertinent to the environment and California.

Inhabitat http://inhabitat.com Discusses the future of sustainable design, technology and innovative practices that promote a smarter and more sustainable future.

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Join the Online Conversation About Energy

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Chevron Pulse Report: 3Q 2010 Edition - The State of the Online Energy Conversation

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