Chevron Pulse Report: 1Q 2010 Edition - The State of the Online Energy Conversation

1Q 2010 Edition

October 2008 – March 2010

© 2010 Chevron Corporation

Table of Contents

© 2010 Chevron Corporation | 2 Chevron Pulse Report – 1Q 2010 Edition, October 2008 - March 2010 | Prepared by Edelman

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, 1Q 2010 Edition”).

1. Overview 3The Energy Conversation 3

Methodology 4

Executive Summary 8

The Online Energy Conversation Volume 10

Timeline of the Energy Conversation 11

Volume and Net Sentiment 13

Sentiment Trends 14

Online Conversation Platforms Volume 15

Growth of the Twitter Conversation 16

2. Energy Resources 17Summary 18

Topics 19


Volume of Online Conversations 22

Net Sentiment and Sentiment Volume 23

Sentiment Trends 24

Access 25

Energy Reserves 27

Energy Security 29

Influencers 31

3. Energy and Technology 32Summary 33

Topics 34




Sentiment Trends 40

Energy Efficiency 41

Technology and Innovation 43

Alternatives and Renewables 45

Influencers 47

4. Energy and Environment 48Summary 49

Topics 50




Sentiment Trends 55

Environment, Resources and Policy 56

Climate Change 58

Influencers 60

5. Join the Online Conversation 61

6. Addendum 62

As we explored in our first edition (July 2008 – December

2009) of The Chevron Pulse Report: The State of Online

Conversation about Energy Issues, energy is one of the

most important issues of our time. It shapes the world we live in

today and the future that we will share. The online conversation

about energy is robust, diverse, passionate and dynamic,

evolving alongside the medium itself.

During the first quarter of 2010, there were 450 million people

on Facebook, approximately 100 million people on Twitter and

there were 9.2 million posts* about energy that emerged across

online platforms. Furthermore, from October 1, 2008 through

March 31, 2010, there were 30 million posts about energy.

In the summer of 2008, Chevron partnered with Edelman to

gain a better understanding of the online conversation about

energy topics. 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.

Chevron has been using the information to stay informed

about energy topics that are important to people participating

in the online community.

Edelman and Chevron are excited to share the second

edition of The Chevron Pulse Report with you. This edition

examines energy conversation trends that occurred over the

18-month period of October 1, 2008 through March 31, 2010.

We also took a closer look at the first quarter of 2010 and

analyzed how the results differed from the fourth quarter of

2009.

The quarterly report is a way to understand and articulate how

the online conversation about energy has evolved. Edelman

placed a lot of emphasis on charts that translate the

conversation into simple visuals, understanding that it is

nearly impossible to represent 30 million conversations in a

handful of words.

Chevron and Edelman hope you find the information

interesting and helpful.

© 2010 Chevron Corporation | 3Chevron Pulse Report – 1Q 2010 Edition, October 2008 - March 2010 | Prepared by Edelman

*The term “posts” is used generically to represent a piece of online content, such as a blog post, tweet, photo, video or discussion comment.

OverviewThe Energy Conversation

http://www.willyoujoinus.com/toolsresources/pulsereport/2010q1/

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 October 1, 2008 through March 31, 2010,

focusing on eight major issues 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.


*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.

Within these eight issues, we examined 74 subtopics,

ranging in size from a few hundred posts to more than

a million.

The analysis was conducted on a quarterly* basis. There

were six quarters during the18-month period, beginning

with 4Q08 and ending with 1Q10. Edelman examined

changes in volume and sentiment for each subtopic for

each quarter.

OverviewMethodology: Quantitative Analysis

Quantitative Analysis of the Conversation Volume

The amount of online conversation about energy is vast,

and 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 could not

provide a comprehensive number of pages, posts or

comments. Each search engine and social media

monitoring tool collects posts a little bit differently.

Edelman captured and analyzed enough of the online

conversation in order to make confident and reasonable

assertions about the volume and sentiment of the

discussion. Edelman worked with developers to construct

a series of Julian date searches that pulled information

on the number of posts about specific topics over a given

period of time. The searches were built on Boolean

taxonomies, which were developed and tested for each

of the 74 subtopics, in order to reduce or eliminate false

positives in the search results.

Edelman used Google’s Advanced Search features

to catalogue blogs, social networks (e.g., Facebook,

MySpace) and social media sites (e.g., YouTube,

Flickr, Revver, Vimeo), as well as Boardreader for

discussion forums. Note: Only public Facebook pages

were indexed, in accordance with the site’s Terms of

Service.

Using this methodology, 30 million posts about

Energy Resources, Energy and Technology, and

Energy and Environment were identified from

October 2008 through March 2010.

Searches were run in triplicate to ensure data integrity.

The volume also was manually cross-referenced with

results pulled by Alterian’s SM2* social media monitoring

tool to determine whether there were inconsistencies in

the relative volume of subtopics in relation to each other.

For example, if there were 1 million posts in Google

about a topic, but only 500 posts in SM2, this would

signal a likely data query error. In such instances,

queries would be reconstructed and redeployed.

© 2010 Chevron Corporation | 5

*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.

Chevron Pulse Report – 1Q 2010 Edition, October 2008 - March 2010 | Prepared by Edelman

OverviewMethodology: Qualitative Analysis

Qualitative Analysis of the Conversation Sentiment

While the Julian date searches on Google and

Boardreader provide reasonable assurance of the volume

of conversations about the issues we examined, neither

platform offers the ability to evaluate the sentiment of said

conversations. Because we were examining such a

sizable conversation, 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.

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,

where:

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

9.7 million posts across 74 subtopics over an 18-

month period. 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: October 1, 2008 – March 31, 2010

There were 30 million posts about Energy

Resources, Energy and Technology and

Energy and Environment from October 1,

2008 through March 31, 2010.

Using Alterian’s SM2 social media monitoring

tool, Edelman analyzed the sentiment of 9.7

million posts from October 1, 2008 through

March 31, 2010. The average sentiment of

this sample was neutral: 2.95 on a 5.00 Likert

scale.

The majority of the online conversation

evaluated over the 18-month period was

generated on blogs, followed by discussion

forums, videos sites, social networks and

Twitter.

Energy and Technology had the only

positive online conversation among the

three categories analyzed throughout the 18-

month period.

Of the eight issue areas*, Climate Change –

within the Energy and Environment

category – had the largest volume of

online conversation from October 2008

through March 2010 with 7.6 million posts;

however, it also became more negative

throughout 2009 and into 2010.

Sentiment fell for each of the last four

quarters for Energy and Environment and

the last three quarters for Energy

Resources. Energy and Environment

continued to be the most negative of the three

categories for the duration of the 18-month

period.


*See page 4 for a list of the eight issue areas.

OverviewExecutive Summary: January 1, 2010 – March 31, 2010

During the first quarter of 2010, conversation

was largely driven by political and

economic events (e.g., the World Future

Energy Summit). Additionally, negotiations

and announcements surrounding energy

legislation and proposals (e.g., tax credits for

boosting green jobs) took shape around

Energy Resources, Energy and Technology,

and Energy and Environment.

The volume of online conversation grew

rapidly during the first quarter of 2010

compared to the fourth quarter of 2009,

increasing 71.5 percent to 9.2 million posts

from 5.4 million posts. With the exception of

video sites, there was an increase in

conversation across all online platforms.

Energy Resources experienced the largest

increase in volume in the first quarter of

2010, growing 139 percent to approximately

1 million posts.

Whereas Energy and Environment became the

most prominent of the major categories in online

discussion during the last quarter of 2009, it was

surpassed by Energy and Technology during the

first quarter of 2010.

Following the Copenhagen climate summit, a

shift in the online energy conversation

emerged, as discussions about Alternatives and

Renewables, Sustainability and Energy

Efficiency began to generate additional interest

among people talking about energy online.

A notable rise in online conversation volume for

Access occurred during the first quarter of 2010,

where there was a 178 percent increase in

discussion (approximately 221,000 posts). Within

this key topic, there were significant increases in

dialogue about Arctic National Wildlife Refuge,

Natural Gas and Outer Continental Shelf,

respectively.


OverviewThe Online Energy Conversation Volume


There were 30 million online posts about Energy Resources, Energy and Technology, and Energy and Environment from

October 2008 through March 2010. Of those 30 million posts, 9.2 million occurred from January 2010 through March 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 3 Months

Chart 1.1

Last 18 Months

OverviewTimeline of the Energy Conversation


October 1, 2008 – March 31, 2010

Chart 1.2

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OverviewTimeline of the Energy Conversation


Chart 1.3

Low Volume/

Negative Sentiment

Low Volume/

Positive Sentiment

High Volume/

Negative Sentiment

High Volume/

Positive Sentiment

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

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

Chart 1.4

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Sentiment of Online Conversations

January 1, 2010 – March 31, 2010

OverviewVolume and Net Sentiment of Online Conversations About Energy

Online conversation about Alternatives and Renewables was the highest in volume during the first quarter of 2010.

Technology and Innovation was the most positive in sentiment, while Climate Change was the most negative.


OverviewSentiment Trends of Online Conversations About Energy

The sentiment of the online conversation about most of the eight issue areas we examined fell in the last quarter of 2009

and continued to drop slightly during the first quarter of 2010. Climate Change continued to be the most negative in tone,

while Technology and Innovation became the most positive issue, surpassing Energy Efficiency.

8 Issue Areas 4Q08 1Q09 2Q09 3Q09 4Q09 1Q10

Environment, Resources

and Policy

3.09 3.32 3.19 3.30 3.10 3.12

Climate Change 2.39 2.68 2.54 2.46 2.33 2.18

Alternatives and

Renewables

2.95 3.31 3.39 3.42 3.32 3.25

Energy Efficiency 3.30 3.53 3.58 3.70 3.60 3.29

Technology and

Innovation3.30 3.59 3.60 3.33 3.46 3.44

Access 2.41 2.66 2.64 2.72 2.66 2.54

Energy Reserves 2.58 2.72 2.80 2.75 2.54 2.45

Energy Security 3.35 2.79 2.88 2.79 2.61 2.64

Chart 1.5

October 1, 2008 – March 31, 2010

Positive

Negative

Positive (3.10–5.00)

Neutral (2.90–3.09)

Negative (1.00–2.89)

Sentiment Trends of Online Conversations Legend: >0.10 Change:


OverviewOnline Conversation Platforms Volume

Blogs generated the largest share of online energy conversation over the 18-month period, followed by discussion forums.

This trend continued during the first quarter of 2010. Conversation volume grew within each of the platform categories except

for Twitter. The overall volume of discussion about energy has increased in each of the last six quarters.

Chart 1.6*YouTube, Revver, Vimeo, Qik, Flickr; **Facebook, MySpace, Friendster, Digg; ***Boardreader


OverviewGrowth of the Twitter Conversation

While the number of people on Twitter continued to grow significantly over the 18-month period, the volume of

tweets regarding Energy and Technology and Energy and Environment dropped notably in the first quarter of 2010.

The number of tweets about Energy Resources rose slightly in the first quarter of 2010.

Chart 1.7

*Source: http://themetricsystem.files.wordpress.com/2010/01/cumulativeusers.jpg; http://techcrunch.com/2010/04/14/twitter-has-105779710-registered-users-adding-300k-a-day/


http://themetricsystem.files.wordpress.com/2010/01/cumulativeusers.jpg

https://chiowa.edelman.com/owa/redir.aspx?C=6eaf0179c3f44f699d1bffb9367f6220&URL=http://techcrunch.com/2010/04/14/twitter-has-105779710-registered-users-adding-300k-a-day/



















The Online Conversation About:

ENERGY RESOURCES

Energy ResourcesSummary of the Online Conversation

There were 2.9 million online conversations about Energy Resources during the 18-month period from October 2008 through March 2010. There were 1 million from January through March 2010.

Discussion of Energy Reserves comprised 65 percent of the online Energy Resources conversation during the 18-month period.

Within the Energy Reserves discussion, Capacity made up 44 percent of the conversation during the 18-month period and 31 percent of the discussion in the first quarter of 2010.

The volume of online conversations about Energy Resources increased 139 percent to approximately 1 million posts during the first quarter of 2010.

Within the Energy Resources discussion, Access and Energy Reserves experienced a significant increase in conversation volume – 178 percent growth and 139 percent growth, respectively.

During the first quarter of 2010, the online conversation about Energy Resources was negative, with a Likert rating of 2.51 out of 5.00. Of the three key topics, Energy Security was the least negative in sentiment (2.64).


KEY ENERGY RESOURCES TOPICS EXAMINED:

• Access

• Energy Reserves

• Energy Security

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/

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

700,000

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

January 1, 2010 – March 31, 2010

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Energy ResourcesVolume and Net Sentiment of Online Conversations


Of the three key Energy Resources topics examined, Energy Reserves continued to be the largest driver of online

discussion. It also was the most negative of the three topics with respect to the sentiment of online conversations.

Capacity comprised the largest share of the online conversation about Energy Resources during the first quarter of 2010,

followed by Energy Reserves and the Outer Continental Shelf (OCS).

8.00%

1.39%

0.48%

3.65%

16.99%

5.90%

30.82%

2.50%

3.77%

3.11%

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

OCS

U.S. Domestic Access

Oil Shale

Oil Sands

Energy Reserves

Peak Oil

Capacity

Energy Security

Energy Independence

"Foreign" Oil

Chart 2.2

10 Energy Resources Subtopics*

January 1, 2010 – March 31, 2010

Percentage of Online Conversations About Energy Resources – 1 Million Total

*Ten of 15 Energy Resources subtopics

Energy ResourcesVolume of Online Conversations


OCS***

Positiv

eN

egative

Category

Net

Sentiment

Neutral

Volume

U.S.

Domestic

Access

Oil Shale Oil Sands Energy

ReservesPeak Oil Capacity Energy

Security

Energy

Independence“Foreign”

Oil

2,169

22668

627

1,522

623

2,213

472939

436

– 3,307

– 304– 94

– 1,528

– 3,732

– 1,441

– 3,132

– 424– 979

– 1,373

-5,000

-4,000

-3,000

-2,000

-1,000

0

1,000

2,000

3,000

Chart 2.3

10 Energy Resources Subtopics*

January 1, 2010 – March 31, 2010

Sen

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

***Outer Continental Shelf

2.72 2.82 2.73 2.24 2.41 2.34 2.74 2.98 2.96 2.13

37,693 4,186 1,905 11,801 45,875 11,893 62,956 7,284 9,458 8,658

Energy Security was the most favorable conversation during the first quarter of 2010, with a neutral sentiment of 2.98,

followed closely by Energy Independence (2.96).

Energy ResourcesNet Sentiment and Sentiment Volume of Online Conversations


Energy ResourcesSentiment Trends of Online Conversations

The sentiment of the online conversation about Energy Security and Energy Independence improved significantly

during the first quarter of 2010, while Oil Shale became significantly more negative in tone.


10 Energy Resources

Subtopics*

4Q08 1Q09 2Q09 3Q09 4Q09 1Q10

Outer Continental Shelf 2.69 2.70 2.76 3.05 2.96 2.79

U.S. Domestic Access 2.61 2.82 3.00 2.93 2.78 2.83

Oil Shale 1.64 2.26 2.35 2.46 3.34 2.68

Oil Sands 2.21 2.66 2.53 2.36 2.52 2.41

Energy Reserves 2.43 2.69 2.68 2.49 2.44 2.44

Peak Oil 2.72 2.48 2.33 2.39 2.27 2.35

Capacity 2.88 3.32 3.20 3.21 3.01 3.06

Energy Security 3.63 3.16 3.16 3.15 3.07 3.20

Energy Independence 3.08 3.23 3.31 3.18 2.91 3.12

“Foreign” Oil 2.36 2.23 2.40 2.20 2.19 2.23

Chart 2.4

October 1, 2008 – March 31, 2010

Positive

Negative

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

Neutral (2.90–3.09)



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

ANWR*

OCS

Oil Shale


Oil Sands

Natural Gas


*Arctic National Wildlife Refuge

January 1, 2010 – March 31, 2010

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Energy ResourcesAccess: Volume and Net Sentiment of Online Conversations

All subtopics related to Access were negative in sentiment during the first quarter of 2010. U.S. Domestic Access was the

least negative of subtopics during the quarter. Outer Continental Shelf (OCS) generated the largest volume of conversation.


0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

4Q08 1Q09 2Q09 3Q09 4Q09 1Q10

On

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ANWR

Natural Gas

OCS

Oil Sands


Access*

October 1, 2008 – March 31, 2010

Chart 2.6 *Five of six subtopics about Access


Energy ResourcesAccess: Volume Trend of Online Conversations

Outer Continental Shelf (OCS), Natural Gas and Arctic National Wildlife Refuge (ANWR) saw steep increases in the volume of

online conversation during the first three months of 2010, increasing by 214 percent, 457 percent and 525 percent, respectively.

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

350,000

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


January 1, 2010 – March 31, 2010

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*Strategic Petroleum Reserve

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

first quarter of 2010.


0

50,000

100,000

150,000

200,000

250,000

300,000

4Q08 1Q09 2Q09 3Q09 4Q09 1Q10

On

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Capacity

Energy Reserves

Energy Supply

Peak Oil

Refineries

Energy Reserves*

October 1, 2008 – March 31, 2010

Chart 2.8

*Five of six subtopics about Energy Reserves


Energy ResourcesEnergy Reserves: Volume Trend of Online Conversations

The volume of conversation about Capacity increased significantly during the first quarter of 2010 after falling in size during

the previous three quarters. Other subtopics increased in volume as well.

Low Volume/

Negative Sentiment

Low Volume/

Positive Sentiment

High Volume/

Negative Sentiment

High Volume/

Positive Sentiment

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

Energy Independence

“Foreign” Oil

Energy Security


January 1, 2010 – March 31, 2010

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Energy ResourcesEnergy Security: Volume and Net Sentiment of Online Conversations

During the first quarter of 2010, online conversation about Energy Independence sparked the highest volume of discussion.

Energy Security and Energy Independence were both neutral in sentiment, while the latter drove more conversation.


0

10,000

20,000

30,000

40,000

50,000

4Q08 1Q09 2Q09 3Q09 4Q09 1Q10

On

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Energy Independence

Energy Security

"Foreign" Oil

Energy Security

October 1, 2008 – March 31, 2010

Chart 2.10


Energy ResourcesEnergy Security: Volume Trend of Online Conversations

The volume of online conversation about Energy Security subtopics continued to rebound during the first quarter of 2010,

approaching levels not seen since the fourth quarter of 2008.

Energy ResourcesSample of Influencers Active in the Online Conversation

Blog Link Description

Consumer Energy Report

New Energy & Fuel

Crude Oil Insights

http://www.consumerenergyreport.com

http://newenergyandfuel.com

http://oilinsights.net

Features energy news, research, editorials, on all the topics of energy

including but not limited to crude oil, gas prices, and alternative energy.

Covers a wide range of topics and information for online users interested

in energy and fuels from a consumer or investor perspective.

Provides an unconventional look at crude oil prices, crude oil volatility and

supply and demand outlook.

National Review Energy

Experts Bloghttp://energy.nationaljournal.com/

Hosts a panel of energy industry experts who post and debate on national

energy and environmental issues.

True Blue Natural Gas http://www.truebluenaturalgas.org American Gas Association’s blog on natural gas and energy.


http://www.consumerenergyreport.com/

http://newenergyandfuel.com/

http://oilinsights.net/

http://energy.nationaljournal.com/

http://www.truebluenaturalgas.org/

© 2010 Chevron Corporation | 32


ENERGY AND TECHNOLOGY

Chevron Pulse Report – 1Q 2010 Edition, October 2008 - March 2010 | Prepared by Edelman

Energy and TechnologySummary of the Online Conversation

There were nearly 5 million posts about Energy and Technology that surfaced online in the first three months of 2010. This is twice the volume of conversation compared to the last three months of 2009.

Over the course of 18 months, there were 15.1 million posts about Energy and Technology.

The tone of online conversation about Energy and Technology in the first quarter of 2010 was positive (3.31), though it was slightly lower than the fourth quarter of 2009 (3.41).

Discussions about Energy Efficiency generated the highest sentiment of the three key Energy and Technology topics.


KEY ENERGY AND TECHNOLOGY TOPICS EXAMINED:

• Energy Efficiency

• Technology and Innovation

• Alternatives and Renewables

The sentiment of online conversations

about all three key Energy and

Technology topics dropped from the

fourth quarter of 2009 to the first quarter

of 2010. Energy Efficiency had the most

notable decrease in sentiment.

Alternatives and Renewables led the

Energy and Technology conversation

during the 18-month period, garnering 43

percent (6.5 million) of the online

conversation.

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 (e.g., mileage) in

comparison to amount of input (e.g., 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 designed to reduce the amount of energy

used through incentives, tax credits and other policy

mechanisms.

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


Deepwater: 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 like 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 geological

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 to 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.

Chevron Pulse Report – 1Q 2010 Edition, October 2008 - March 2010 | Prepared by Edelman © 2010 Chevron Corporation | 35

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.


Low Volume/

Negative Sentiment

Low Volume/

Positive Sentiment

High Volume/

Negative Sentiment

High Volume/

Positive Sentiment

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

Energy Efficiency




January 1, 2010 – March 31, 2010

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Energy and TechnologyVolume and Net Sentiment of Online Conversations

Among the key Energy and Technology subtopics, Alternatives and Renewables generated the highest volume of online

conversation in the first quarter of 2010, with roughly 2.2 million posts. Technology and Innovation was the most positive in

sentiment (3.44). All three of the topics were positive.


2.81%

9.81%

6.15%

6.39%

7.24%

5.78%

0.11%

14.13%

3.12%

1.14%

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

Biofuels

Solar

Wind

Nuclear

Energy Efficiency

Energy Conservation

Deepwater

Energy Technologies**

Liquefied Natural Gas

Fuel Cell

Chart 3.2

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

10 Energy and Technology Subtopics*

January 1, 2010 – March 31, 2010

*Ten of 39 Energy and Technology subtopics

**Technological processes or innovations associated with producing energy

Energy and TechnologyVolume of Online Conversations

The Energy Technologies subtopic produced the largest volume of online conversation during the first quarter of

2010, followed by Solar and Energy Efficiency.


Biofuels

Positiv

eN

egative

Category

Net

Sentiment

Neutral

Volume

Solar Wind Nuclear Energy

EfficiencyConservation Deepwater Energy

Technologies

Liquefied

Natural GasCarbon

Capture

4,723

17,133

10,993

6,667

12,359

3,758

126

11,0889,893

435

– 3,455– 7,499

– 9,407

– 19,123

– 2,327

– 10,132

– 46

– 10,287

– 6,172

– 204

-25,000

-20,000

-15,000

-10,000

-5,000

0

5,000

10,000

15,000

20,000

Chart 3.3

10 Energy and Technology Subtopics*

January 1, 2010 – March 31, 2010

Sen

tim

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olu

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3.23 3.64 3.15 2.38 4.00 2.42 3.56 3.05 3.29 3.52

51,717 182,297 143,464 119,978 95,279 91,974 2,632 178,363 70,029 5,086



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 first quarter of 2010.

Nuclear was one of the most negative, along with Conservation. There was a marked difference in the sentiment of online

conversations about Energy Efficiency compared with Conservation.


Energy and TechnologySentiment Trends of Online Conversations

Online discussion of Solar and Wind became significantly more positive during the first quarter of 2010. The online

conversation about Energy and Technology subtopics continued to be mostly positive, with the exception of Nuclear and

Energy Conservation, which were negative.

10 Energy and

Technology Subtopics*

4Q08 1Q09 2Q09 3Q09 4Q09 1Q10

Biofuels 3.33 3.54 3.43 3.48 3.35 3.23

Solar 3.76 3.66 3.83 3.87 3.53 3.64

Wind 3.66 3.42 3.78 3.47 3.04 3.15

Nuclear 2.47 2.30 2.82 2.85 2.45 2.38

Energy Efficiency 3.52 4.03 4.01 4.05 4.05 4.00

Energy Conservation 2.49 2.83 2.62 2.72 2.72 2.42

Deepwater 3.60 4.05 3.79 3.92 3.58 3.56

Energy Technologies 2.96 3.33 3.38 3.28 3.08 3.05

Liquefied Natural Gas 3.13 3.08 3.12 2.91 3.38 3.29

Carbon Capture 3.23 2.92 3.34 3.16 3.54 3.52

Chart 3.4

October 1, 2008 – March 31, 2010

Positive

Negative


Neutral (2.90–3.09)




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

350,000

400,000

450,000

500,000

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


January 1, 2010 – March 31, 2010

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

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

during the first quarter of 2010. Energy Efficiency Policy was quite positive but lower in volume.


0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

500,000

4Q08 1Q09 2Q09 3Q09 4Q09 1Q10

On

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Energy Conservation

Energy Efficiency

Energy Efficiency Policy

Fuel Efficiency

Fuel Efficiency Policy

Energy Efficiency

October 1, 2008 – March 31, 2010

Chart 3.6


Energy and TechnologyEnergy Efficiency: Volume Trend of Online Conversations

The volume of online conversation about Energy Efficiency subtopics was relatively flat for the last five quarters, before

surging in the first quarter of 2010. Conversation about Fuel Efficiency and Fuel Efficiency Policy increased by more than

200 percent each, while Energy Efficiency and Energy Efficiency Policy grew by more than 100 percent each.

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

700,000

800,000

1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

Exploration and Development

Liquefied Natural GasInnovation

Chart 3.7

Energy Technologies

FCM

A, B, E, I, N G

LD K


January 1, 2010 – March 31, 2010

Hydraulic Fracturing H J

A. Carbon Capture

B. Carbon Capture & Sequestration

C. Carbon and Sequestration

D. Cleantech

E. Deepwater

F. Directional Drilling

G. Fuel Cell

H. Gasification

I. Gas-to-Liquids

J. Intercropping

K. Oil Recovery

L. Seismic Visual/Imaging

M. Solar-to-Steam

N. Steamflooding

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

Conversations

General conversation about Energy Technologies had the largest volume among Energy and Technology subtopics during the

first quarter of 2010. The majority of subtopics were low in volume, but quite positive in sentiment during the quarter.


0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

4Q08 1Q09 2Q09 3Q09 4Q09 1Q10

On

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Energy Technologies

Exploration and Development

Fuel Cell

Innovation

Liquefied Natural Gas

Technology and Innovation*

October 1, 2008 – March 31, 2010

Chart 3.8

*Five of 19 subtopics about Technology and Innovation


Energy and TechnologyTechnology and Innovation: Volume Trend of Online Conversations

The volume of online conversation about Energy Technologies more than doubled from the fourth quarter of

2009 to the first quarter of 2010. Other subtopics also increased in volume, but only moderately.

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

Ethanol

Nuclear

Solar

Wind


Geothermal

Chart 3.9

Biofuels Clean Energy

Hydrogen

Nonfood BiofuelsCellulosic Ethanol

Algae

Corn-Based Ethanol

BiohydrocarbonsOcean


January 1, 2010 – March 31, 2010

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Energy and TechnologyAlternatives and Renewables: Volume and Net Sentiment of

Online ConversationsThe majority of Alternatives and Renewables subtopics were positive in sentiment during the first quarter of 2010. Solar and

general discussion of Alternatives and Renewables led the conversation in volume. Biohydrocarbons was the most positive.


0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

500,000

4Q08 1Q09 2Q09 3Q09 4Q09 1Q10

On

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Ethanol

Nuclear

Solar

Wind

Alternatives and Renewables*

October 1, 2008 – March 31, 2010

Chart 3.10

*Five of 15 subtopics about Alternatives and Renewables


Energy and TechnologyAlternatives and Renewables: Volume Trend of Online Conversations

After being quite consistent in volume during the previous four quarters, the online conversation about Alternatives and

Renewables subtopics significantly increased in volume from the fourth quarter of 2009 to the first quarter of 2010.

Energy and TechnologySample of Influencers Active in the Online Conversation



Biofuels Digest http://www.biofuelsdigest.com/bdigestSpotlights news and information related to biofuels through daily updates

about companies, stocks and top stories.

Domestic Fuel http://domesticfuel.com

Highlights the latest news and information about the alternative fuels

industry, with stories frequently containing original interviews and

coverage of industry events.

Atomic Insights http://atomicinsights.blogspot.com Discusses energy issues from an engineering perspective.

Green Chip Stocks http://www.greenchipstocks.comShares the latest news, updates and recommendations on the investment

landscape for clean energy.

Cleantechies Blog http://blog.cleantechies.comServes as a platform for collaboration and exchanging ideas to offer

alternatives to traditional products and services.

http://www.biofuelsdigest.com/bdigest

http://domesticfuel.com/

http://atomicinsights.blogspot.com/

http://www.greenchipstocks.com/

http://blog.cleantechies.com/



ENERGY AND ENVIRONMENT

Energy and EnvironmentSummary of the Online Conversation

There were approximately 12 million posts about Energy and Environment from October 2008 through March 2010. Climate Change comprised 42 percent of the conversation about Energy and Environment during this 18-month period, totaling 7.6 million posts.

While the online conversation about Environment, Resources and Policy was positive (3.15) during the 18-month period, the discussion of Climate Change was quite negative (2.34).

Among the Environment, Resources and Policy subtopics, Sustainability was the most positive in sentiment (3.83), followed by Environment and Alternatives (3.76) during the 18-month period.


KEY ENERGY AND ENVIRONMENT TOPICS EXAMINED:

• Environment, Resources and Policy

• Climate Change

During the first three months of 2010, online discussion about the Copenhagen climate summit shrank by nearly half following the completion of the summit in December 2009.

The volume of online discussion about Energy and Environment was at its highest during the first three months of 2010, when discussions about Environment and Oil, Global Warming and Cooling, and Climate and Energy peaked.

The tone of online conversation for Climate Change became more negative in sentiment during the first three months of 2010 (2.18), which also was the most negative over the 18-month period.


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 or 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.


Low Volume/

Negative Sentiment

Low Volume/

Positive Sentiment

High Volume/

Negative Sentiment

High Volume/

Positive Sentiment

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0


Climate Change


January 1, 2010 – March 31, 2010

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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 first

quarter of 2010; however, the sentiment of this key conversation topic was positive.


3.75%

8.84%

5.62%

7.71%

0.77%

3.58%

3.41%

4.17%

28.21%

9.67%

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

Chart 4.2

10 Energy and Environment Subtopics*

January 1, 2010 – March 31, 2010

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

*Ten of 20 Energy and Environment Subtopics

**Intergovernmental Panel on Climate Change

Energy and EnvironmentVolume of Online Conversations

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

during the first quarter of 2010, followed by Climate Policy and Environment and Oil.


Sustainability

Positiv

eN

egative

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

4,483 2,722 2,596 2,052397

2,0561,083 1,094

18,718

2,447

– 1,004

– 4,831

– 917– 1,986 – 1,027

– 3,811– 9,730

– 3,161

– 63,545

– 5,216

-70,000

-60,000

-50,000

-40,000

-30,000

-20,000

-10,000

0

10,000

20,000

30,000

Chart 4.3

Sen

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3.80 2.58 3.70 2.99 2.29 2.49 1.71 2.32 2.05 2.53

40,273 59,019 29,193 42,692 6,940 31,688 34,613 25,705 259,345 55,747

10 Energy and Environment Subtopics*

January 1, 2010 – March 31, 2010

*Ten of 20 Energy and Environment subtopics


Energy and EnvironmentNet Sentiment and Sentiment Volume of Online Conversations

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

2010, with a net sentiment of 3.80, followed by Environment and Alternatives (3.70). Intergovernmental Panel on Climate

Change (IPCC) was the most negative, with a net sentiment of 1.71.


Energy and EnvironmentSentiment Trends of Online Conversations

Online conversation about Global Warming and Cooling was significantly more negative in the first quarter of 2010 compared

to previous quarters. Discussions of Carbon Tax and Cap-and-Trade improved in sentiment, but remained quite negative.

10 Energy and

Environment Subtopics

4Q08 1Q09 2Q09 3Q09 4Q09 1Q10

Sustainability 3.68 3.87 3.87 3.81 3.85 3.80

Environment and Oil 2.74 2.93 2.63 2.80 2.67 2.58

Environment and

Alternatives

3.69 3.58 3.76 3.89 3.80 3.70

Environmental Policy 3.22 3.13 2.95 2.97 2.85 2.99

Carbon Tax 2.68 2.46 2.79 2.83 1.76 2.29

Cap-and-Trade 2.94 2.53 2.50 2.47 2.22 2.49

Intergovernmental Panel

on Climate Change

1.96 2.13 1.86 1.82 2.26 1.71

Copenhagen 3.19 3.81 3.28 2.85 2.29 2.32

Global Warming and

Cooling2.28 2.52 2.39 2.33 2.27 2.05

Climate Policy 2.79 2.72 2.61 2.61 2.41 2.53

Chart 4.4

October 1, 2008 – March 31, 2010

Positive

Negative


Neutral (2.90–3.09)


*Ten of 20 Energy and Environment subtopics.


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

350,000

1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0


Environment and Oil

U.S. EPA* and Energy

Environment and Gas

Sustainability

Chart 4.5

Environment and Clean Energy



January 1, 2010 – March 31, 2010

*U.S. Environmental Protection Agency

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

Online ConversationsEnvironment and Alternatives was the only positive and high-volume subtopic of conversation in the Environment,

Resources and Energy category during the first quarter of 2010. Sustainability was quite positive but lower in volume.


0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

4Q08 1Q09 2Q09 3Q09 4Q09 1Q10

On

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Environment and Oil


Sustainability

U.S. EPA** and Energy

Environment, Resources and Policy*

October 1, 2008 – March 31, 2010

Chart 4.6

*Five of seven subtopics about Environment, Resources and Policy

**U.S. Environmental Protection Agency


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

With the completion of the Copenhagen climate summit, volume of conversation about Environmental Policy fell

significantly, while discussion of Environment and Oil grew in volume.

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

700,000

800,000

900,000

1,000,000

1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

Climate Policy Climate and Energy


Cap-and-Trade

C

Greenhouse Gases

Kyoto

IPCC*

Copenhagen

AB

Emission Control

A. AB32**

B. Carbon Tax

C. Low-Carbon Fuel

D. U.S. EPA*** and Carbon


January 1, 2010 – March 31, 2010

Chart 4.7*Intergovernmental Panel on Climate Change

**Calif. Assembly Bill No. 32

***Environmental Protection Agency

D

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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 first quarter of 2010, with

the exception of Emission Control, which was neutral in sentiment and low in volume.


0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000

1,000,000

4Q08 1Q09 2Q09 3Q09 4Q09 1Q10

On

lin

e C

on

ve

rsa

tio

n V

olu

me

Cap-and-Trade

Climate and Energy

Climate Policy


Greenhouse Gases

Climate Change*

October 1, 2008 – March 31, 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 more than 300 percent from the third quarter of 2009

to the first quarter of 2010, while other subtopics experienced a more gradual, but quite significant, increase in volume over the

last 18 months.

Energy and EnvironmentSample of Influencers Active in the Online Conversation



Solve Climate

EcoFriend

EnviroKnow

Brave New Climate

http://solveclimate.com/blog

http://ecofriend.org

http://enviroknow.com

http://bravenewclimate.com

Offers daily news and analysis about issues involving national energy and

climate policy.

Informs and educates consumers about environmental issues and green

technologies and lifestyle trends.

Aims to make useful information about green topics and environmental

policy accessible to the online community.

Weighs in with daily news and insights about the future of the world’s

climate.

Greenspace

(NYTimes.com Blog)http://latimesblogs.latimes.com/greenspace/ Features environmental news from California and beyond.

http://solveclimate.com/blog

http://ecofriend.org/

http://enviroknow.com/

http://bravenewclimate.com/

http://latimesblogs.latimes.com/greenspace/


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Addendum

Energy ResourcesSample of Influencers Active in the Online Conversation


BNET/Energy http://industry.bnet.com/energy

BNet.com's Energy blog provides analysis on a wide range of issues involving

the energy sector including energy policy, green business, energy research and

technologies.

Energy Bulletin http://www.energybulletin.net/The Energy Bulletin provides information about peak oil, energy production and

implications of peak oil.

Energy & Capital http://www.energyandcapital.com/

Energy and Capital features insights on energy investment strategies and

insights, as well as perspectives on the latest energy issues and energy

economy.

Energy Outlook http://energyoutlook.blogspot.com Energy Outlook shares insights, information and discussion surrounding a

spectrum of issues related to the energy industry.

NewsWatch: Energy http://blogs.chron.com/newswatchenergy/Houston Chronicle's NewsWatch: Energy blog is a source for news, analysis and

conversation about developments and issues pertaining to the energy industry.

Peak Oil News http://peakoil.comPeak Oil News distributes analysis and information exploring the prospective

depletion of the world's oil supply.

R-Squared Energy Blog http://i-r-squared.blogspot.comR-Squared Energy blog aims to foster objective discussions about energy and

sustainability, and alternative solutions.

The Energy Blog http://thefraserdomain.typepad.com/energy/

The Energy Blog covers a range of energy issues from fossil fuels to renewable

energy. The site is focused on an "Energy Revolution," characterized as the

growing need to supplement fossil fuels with alternative energy resources.

The Energy Collective http://www.theenergycollective.com/

The Energy Collective is a collaborative blog where a number of contributing

energy experts weigh-in on relevant energy news, resources, technologies, policy

and more.

The Oil Drum http://www.theoildrum.com/The Oil Drum is an online destination for conversation about peak oil and relevant

topics pertaining to the current and future energy supply.


Energy and TechnologySample of Influencers Active in the Online Conversation



AutoblogGreen http://www.autobloggreen.comAutoblogGreen is a blog devoted to the discussion of green automotive

technology.

Cleantech Blog http://www.cleantechblog.com/Cleantech Blog includes news and technology updates related to energy,

the environment and climate change.

CleanTechnica http://cleantechnica.com/CleanTechnica is an online destination for conversation about clean energy

technology.

Earth2Tech http://www.earth2tech.comEarth2Tech is a blog focused on clean technology, automotive and

environmental-friendly technology policy.

EcoGeek http://www.ecogeek.comEcoGeek covers issues lying at the cross-section between energy and

technology.

Gas 2.0 http://gas2.org/Gas 2.0 is dedicated to the sharing of ideas, solutions and information for

moving beyond petroleum-based fuels.

GreenTech Media http://www.greentechmedia.com/

GreenTech Media is a site targeting green businesses and entrepreneurs

with "daily news and market analysis about the end-to-end cleantech

market" including solar, smart grid and other emerging energy sectors.

Renewable Energy World http://www.renewableenergyworld.com

RenewableEnergyWorld supplies insights and information about the

renewable energy industry, with specific interest in products, businesses

and services.

Sustainablog www.sustainablog.orgSustainablog aims at connecting people, companies, technology, and ideas

around the movement toward a more sustainable future.

The Daily Green http://www.thedailygreen.com/

The Daily Green offers online visitors daily access to eco-friendly news and

trends, advocating the importance of living green and finding energy-

efficient solutions.

http://www.autobloggreen.com/

http://www.cleantechblog.com/

http://cleantechnica.com/

http://www.earth2tech.com/

http://www.earth2tech.com/

http://www.ecogeek.com/

http://gas2.org/

http://www.greentechmedia.com/

http://www.renewableenergyworld.com/

http://www.sustainablog.org/

http://www.thedailygreen.com/

Energy and EnvironmentSample of Influencers Active in the Online Conversation



Climate Progress http://climateprogress.org/Climate Progress is an online destination for the progressive discussion of

climate science, solutions and politics.

Environmental Leader http://www.environmentalleader.comEnvironmental Leader is a top online destination for conversation about

corporate sustainability.

Green Car Congress http://www.greencarcongress.comGreen Car Congress is a leading online resource for the discussion of

sustainable mobility.

Green Inc. (NYTimes) http://greeninc.blogs.nytimes.com/Green Inc. is NYTimes.com's sustainability blog dedicated to conversation

about the environment and the impact of environmental policy on business.

Grist www.grist.org/Grist is a leading online resource for conversation about environmental

policy.

Mother Nature Network http://mnn.com

Mother Nature Network (MNN) is an environmental Website devoted to

providing news and information covering a broad scope of environmental

and social responsibility issues.

Sustainablog http://sustainablog.org/Sustainablog is an online resource with conversations that help guide

consumers to make environment-friendly choices.

TreeHugger http://www.treehugger.comTreehugger is a sustainability blog that serves as a central online resource

for a gamut of green news, solutions and information.

Triple Pundit http://www.triplepundit.comTriple Pundit centers on issues at the intersection of business and

sustainability.

Worldchanging http://www.worldchanging.comWorldchanging provides its visitors with ideas, models and new tools for

building a green future.

http://climateprogress.org/

http://www.environmentalleader.com/

http://www.greencarcongress.com/

http://greeninc.blogs.nytimes.com/

http://www.grist.org/

http://mnn.com/

http://sustainablog.org/

http://www.treehugger.com/

http://www.triplepundit.com/

http://www.worldchanging.com/

Chevron Pulse Report: 1Q 2010 Edition - The State of the Online Energy Conversation

Technology

Transcript of Chevron Pulse Report: 1Q 2010 Edition - The State of the Online Energy Conversation