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

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The Chevron Pulse Report examines the state of this online conversation. What are the issues? What are the hot topics? Where are the discussions taking place? The 3Q 2010 report helps you understand ...

The Chevron Pulse Report examines the state of this online conversation. What are the issues? What are the hot topics? Where are the discussions taking place? The 3Q 2010 report helps you understand how the online conversation about energy has evolved from October 2008 to September 2010. To see the full Pulse Report, please visit http://www.chevronpulsereport.com.

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

  • 3Q 2010 EditionApril 2009 – September 2010 © 2010 Chevron Corporation
  • Table of Contents 1. Overview 3 3. Energy and Technology 32 The Energy Conversation 3 Summary 33 Methodology 4 Taxonomy 34 Executive Summary 8 Topics 35 The Online Energy Conversation Volume 10 Volume and Net Sentiment 38 Timeline of the Energy Conversation 11 Volume of Online Conversations 39 Volume and Net Sentiment 13 Net Sentiment and Sentiment Volume 40 Sentiment Trends 14 Sentiment Trends 41 Online Conversation Platforms Volume 15 Energy Efficiency 42 Technology and Innovation 44 2. Energy Resources 16 Alternatives and Renewables 46 Summary 17 Influencers 48 Taxonomy 18 Topics 19 4. Energy and Environment 49 Volume and Net Sentiment 21 Summary 50 Volume of Online Conversations 22 Taxonomy 51 Net Sentiment and Sentiment Volume 23 Topics 52 Sentiment Trends 24 Volume and Net Sentiment 54 Access 25 Volume of Online Conversations 55 Energy Reserves 27 Net Sentiment and Sentiment Volume 56 Energy Security 29 Sentiment Trends 57 Influencers 31 Environment, Resources and Policy 58 Climate Change 60 Influencers 62 5. Join the Online Conversation 63 The Chevron Pulse Report(TM) is © 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 © 2010 Chevron Corporation | 2
  • OverviewThe Energy Conversation Since we explored the online energy conversation in previous In the summer of 2008, Chevron partnered with Edelman to editions of The Chevron Pulse Report: The State of Online gain a better understanding of the online conversation about Conversation About Energy Issues, the landscape of this energy. Together, Chevron and Edelman identified more discussion has continued to evolve and expand both online and than 50 key energy issues and conversation topics. off. Working with Alterian’s SM2** social media monitoring tool, we began analyzing the focus, volume and sentiment of the This fourth edition examines energy conversation trends that online conversation about these issues across blogs, occurred online over the 18-month period of April 1, 2009, discussion forums and social networks, including sites such through September 30, 2010. We also took a closer look at the as Twitter, Facebook, YouTube, Vimeo and Flickr. third quarter of 2010 and analyzed how the results differed from the second quarter of this year. Since then, Chevron has been using the information to stay informed about energy topics that are important to people During the third quarter of 2010, there were roughly 4.4 million participating in the online community. posts* about energy that emerged across online platforms. Furthermore, from April 1, 2009, through September 30, 2010, This quarterly report is a way to understand and articulate how approximately 16.4 million online posts discussed energy. 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.Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 3
  • OverviewMethodology: Scope Scope Edelman conducted a quantitative and qualitative analysis of These three categories were chosen because they were the the volume and sentiment of the global, English-speaking broadest terms that applied to the most relevant conversations online conversation about energy issues from April 1, 2009, about energy. Within the eight key topics, we examined 74 through September 30, 2010, focusing on eight key energy- subtopics. related topics within three broad categories: We conducted analysis quarterly*. There were six quarters Energy Resources – Access; Energy Reserves; during the 18-month period, beginning with 2Q09 and ending Energy Security with 3Q10. Edelman examined the changes in volume and Energy and Technology – Energy Efficiency; Technology sentiment of each subtopic for each quarter. and Innovation; Alternatives and Renewables Energy and Environment – Environment, Resources and Policy; Climate Change*Each calendar year is divided into four consecutive three-month periods known as "quarters." The first quarter (1Q) begins January 1 and goes through March 31. The second quarter (2Q) isApril 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.Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 4
  • OverviewMethodology: Quantitative Analysis Quantitative Analysis of the Conversation Volume Online conversation occurs in myriad ways and is seemingly Prior to making this change, Edelman compared the ratio of endless; given that, there is no objective way of measuring coverage volume provided by manual search tools (e.g., Google precisely how many posts there are for a given period. Google and Boardreader) versus SM2 to validate that the quality of data has indexed billions of webpages, but even they cannot provide a collected by SM2 was approaching the same level as provided comprehensive view of the number of pages, posts or comments by the manual search. available online. Further, each search engine and social media monitoring tool collects posts in a slightly different manner. It is important to note that this change in the methodology may account for a general decrease in the data set’s reported volume, Edelman captured and analyzed enough of the online likely due to SM2’s ability to eliminate duplicate results collected conversation about energy to make confident and reasonable for each subtopic. assertions about the quantitative (i.e., volume) and qualitative (i.e., sentiment) discussion results related to a range of energy The search terms used to carry out this analysis are based on topics. logical Boolean expressions – developed and tested for each of the 74 energy-related subtopics – in order to reduce or eliminate Beginning with the 2Q 2010 edition of the Pulse Report, we false positives in the search results. Of note, these Boolean streamlined the quantitative data collection process in order expressions have remained the same as those used for previous to improve and expedite the production of these reports editions of the Pulse Report. moving forward. The revised methodology now consists of a quantitative measure of the online energy conversation based Using this methodology, 16.4 million posts related to Energy solely on results provided by Alterian’s SM2 social media Resources, Energy and Technology, and Energy and monitoring tool. This methodology change was carried back for Environment were identified from April 2009 through the duration of the 18-month period. September 2010.Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 5
  • OverviewMethodology: Qualitative Analysis Qualitative Analysis of the Conversation Sentiment Since Edelman examines such a sizable amount of The items were selected based on topical relevance. They conversation each quarter, it would be untenable to manually were weighted according to the predominance of subtopics rate the tone and sentiment of each of these posts. Thus, the in relation to one another so that the sample reflected the semantic engine of Alterian’s SM2 social media volumes identified in the quantitative analysis. For example, monitoring tool was used to evaluate the sentiment of the if the subtopic Biofuels made up 20 percent of the online conversation about each issue. This is the same quantitative sample for the discussion of the topic methodology that Edelman used in previous editions of the Alternatives and Renewables, then 20 percent of the report. qualitative sample for this topic focused on Biofuels. Additionally, the samples were weighted by date to reflect Edelman is confident in the tool’s native capabilities, but individual conversation trends where possible. wanted to provide additional assurance that the tool was properly rating issue-oriented conversations. These types of More than 5,000 posts were pulled to make up the sample conversations can differ in sentiment and tone from consumer- used in the 2008 survey. A team of 10 conversation or product-oriented discussions. analysts manually reviewed the posts and scored them on a 5-point Likert Scale for overall sentiment as well as In August 2008, Edelman conducted a quantitative survey of sentiment on specific issues: the online conversation about energy issues. This established the relative volume of conversation about energy issues over a 1 = Very unfavorable seven-month period, from January 1 through July 31, 2008. 2 = Unfavorable We drew a randomized qualitative sample of posts from the 3 = Neutral larger quantitative pool in order to gain insight into the tone and trends in the conversation about these topics. 4 = Favorable 5 = Very favorableChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 6
  • OverviewMethodology: Qualitative Analysis, continued For example, a post that was very favorable about Alternatives For the purposes of the Pulse Report, SM2 scored and Renewables but very unfavorable about Wave Power 16.4 million posts across 74 subtopics over 18 months. would be scored “5” for Alternatives, “1” for Wave Power and Comparing this analysis with other evaluations of the online “4” overall. The overall score was based on the general tone of conversation about specific issues, Edelman is confident that the article; it was not merely an average of the individual this examination represents one of the most comprehensive scores. Further, net sentiment was calculated based on a analyses of online conversation available. weighted average of positive and negative sentiment. The analysts also developed a detailed taxonomy of trigger words that signaled why the post was positive or negative in sentiment. This dictionary of more than 1,000 words was combined with SM2’s existing semantic dictionary in order to provide heightened assurance that the semantic engine was properly scoring conversations. Edelman reviewed a sample of the conversations scored by SM2 and is confident in its semantic scoring. This methodology was applied to the evaluation of six previous quarterly reviews of the online conversation about energy issues.Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 7
  • OverviewExecutive Summary: April 1, 2009 – September 30, 2010  There were 16.4 million posts about Energy  Energy Resources produced the lowest volume of Resources, Energy and Technology, and Energy discussion, with approximately 1.8 million posts. and Environment from April 1, 2009, through September 30, 2010. The average sentiment of  Of the eight key topics*, Alternatives and Renewables conversation for this sample was neutral: 3.01 on a generated the largest volume of online discussion, 5.00 Likert scale. with 4.7 million posts – almost 30 percent of the conversation.  Of the three categories analyzed, Energy and Technology was the only category that had a  Energy Security produced the smallest volume of positive net sentiment of 3.38 during the 18- conversation, with 185,000 posts. month period. Energy Resources received a net sentiment of 2.52, followed by Energy and  All three topics under the Energy and Technology Environment with the lowest net sentiment score, category received positive net sentiment scores, with 2.50. the highest score (3.45) going to Energy Efficiency.  Energy and Technology was discussed in roughly  In contrast, all three topics under the Energy 9.6 million posts over the 18-month period – the Resources category were negative in sentiment, the largest volume of online conversation among the lowest (2.40) being Access, which fell in sentiment in three categories examined. It also experienced the each of the last four quarters. 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.*See page 4 for a list of the eight key topics.Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 8
  • OverviewExecutive Summary: July 1, 2010 – September 30, 2010  During the third quarter of 2010, the volume of online  Of the three key Energy Resources topics examined, conversation about energy grew by 21 percent, from Access received the lowest net sentiment (2.16). The 3.6 million to 4.4 million posts. tone of discussion about the Outer Continental Shelf (OCS), a subtopic under Access, was the most  Energy and Technology captured 65 percent of negative of all the Energy Resources subtopics, with the discussion generated by the three energy a net sentiment of 2.01. categories during the quarter, with 2.8 million posts. This was a 31 percent increase in volume  Discussion pertaining to Deep Water – a subtopic from the previous quarter. included under the Energy and Technology category – remained negative in the third quarter of 2010 (2.01),  Energy and Technology was also the only category but improved in tone by roughly 7 percent from the that gained a positive net sentiment (3.41) in the third previous quarter (1.88). Volume for this subtopic quarter of 2010. decreased by almost 33 percent, from approximately 85,000 posts in the second quarter to 57,000 in the  Energy Resources was the lowest in sentiment third quarter. (2.46) and volume (470,000 posts), both of which decreased slightly from the second quarter of  Of the two key topics captured under the Energy and 2010. Environment category – Climate Change and Environment, Resources and Policy – the latter improved  During the third quarter of 2010, the volume of online in sentiment from the second quarter of 2010. However, discussion about Energy and Environment reached Climate Change dropped in tone to 2.38 – a 6 percent more than 1 million posts, a growth of more than decrease from the previous quarter. 9 percent from the previous quarter.Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 9
  • 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. 18 MONTHS 3 MONTHS April 1, 2009 – September 30, 2010 July 1, 2010 – September 30, 2010 (Millions) (Millions) Energy Resources (1.8) Energy Resources (.47) Energy and Energy and Environment Environment 11% (5.0) 11% (1.1) 24% 31% 58% 65%Chart 1.1 Energy and Technology (9.6) Energy and Technology (2.8)Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 10
  • OverviewTimeline of the Energy Conversation: 2Q 2009 – 3Q 2010 April 1, 2009 – September 30, 2010 Obama Deepwater Hacked emails from the Administration Horizon Congressional Budget Office (CBO) releases BP Announces no oil flowing into University of East Anglia announces new tax drilling rig report on impacts of ethanol (APRIL) Gulf of Mexico (JULY) G8 Summit Climate Research Unit credits to create explodes in (JULY) released (NOV) green jobs (JAN) the Gulf of California Air Resources Board (CARB) Top regulators say temporary Mexico votes in support of the Low Carbon Fuel halt to deepwater drilling will EPA announces State of the Union (APRIL) Standard (APRIL) United Nations remain for a few more months rules to regulate Framework address delivered by (AUG) greenhouse gases Convention on U.S. President Earth Day CAFE fuel economy standards (SEPT) Climate Change in Barack Obama (JAN) 2010 (APRIL) revised (MAY) Mariner Energy’s Copenhagen (DEC) Vermilion 380 platform House passes Waxman- Senate introduces Plan to expand oil and G20 Summit catches fire in the Gulf of Markey bill (JUNE) Kerry-Boxer EPA announces natural gas drilling of kicks off in Mexico (SEPT) climate bill (SEPT) regulation of U.S. shores set forth by Canada carbon (DEC) Interior Secretary (JUNE) Salazar (MAR) 3,000,000 2,500,000 Volume of Online Conversations 2,000,000 1,500,000 1,000,000 500,000 0 2Q09 3Q09 4Q09 1Q10 2Q10 3Q10 Energy Resources Energy and Environment Energy and Technology Chart 1.2Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 11
  • OverviewTimeline of the Energy Conversation: 3Q 2010 JULY 8 A federal appeals court rejects the U.S. government’s effort to restore an offshore deepwater oil drilling moratorium JULY 15 BP announces no oil flowing to into Gulf of Mexico; testing of cap ensues JULY 28 U.S. National Oceanic and Atmospheric Administration (NOAA) issues “2009 State of the Climate” report AUGUST 4 U.S. government releases new report saying 74% of spilled oil from the Deepwater Horizon incident has been contained or mitigated AUGUST 23 Top federal offshore oil drilling regulators say temporary halt to deepwater drilling will remain in place AUGUST 31 Greenpeace protestors board oil rig off the coast of Greenland SEPTEMBER 2 Mariner Energy’s Vermillion 380 platform catches fire in the Gulf of Mexico SEPTEMBER 23 European nations reject a proposl to ban deepwater drilling in the northeast Atlantic SEPTEMBER 27 U.S. lawmakers urge President Barack Obama to challenge China on clean energy productionChart 1.3Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 12
  • 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. High Volume/ July 1, 2010 – September 30, 2010 High Volume/ Negative Sentiment Positive Sentiment 1,400,000 1,200,000 Alternatives and Renewables Volume of Online Conversations Technology and Innovation 1,000,000 800,000 600,000 Climate Change Energy Efficiency Environment, Resources and Policy 400,000 Energy Reserves 200,000 Access Energy Security 0 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 Chart 1.4 Low Volume/ Low Volume/ Sentiment of Online Conversations Negative Sentiment Positive SentimentChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 13
  • OverviewSentiment Trends of Online Conversations About Energy 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. April 1, 2009 – September 30, 2010 Eight Key Topics 2Q09 3Q09 4Q09 1Q10 2Q10 3Q10 Environment, Resources 3.19 3.30 3.10 3.12 2.56 3.01 and Policy Climate Change 2.54 2.46 2.33 2.18 2.52 2.38 Alternatives and 3.39 3.42 3.32 3.25 3.34 3.36 Renewables Energy Efficiency 3.58 3.70 3.60 3.29 3.30 3.52 Technology and 3.60 3.33 3.46 3.44 3.28 3.42 Innovation 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 Sentiment Trends of Online Conversations Legend: Positive (3.10–5.00) >0.10 Change: Positive Neutral (2.90–3.09) Negative Chart 1.5 Negative (1.00–2.89)Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 14
  • 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. July 1, 2010 – September 30, 2010 Microblogs Discussion 24% 26% Forums Blogs 18% 2% Social 30% Networks Video/Photos Chart 1.6Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 15
  • The Online Conversation About: ENERGY RESOURCESChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 16
  • Energy ResourcesSummary of the Online Conversation  There were nearly 1.8 million online posts about  From July to September 2010, the tone of discussion Energy Resources during the 18-month period from about the Outer Continental Shelf, a subtopic under April 2009 through September 2010. During this time, Access, was the most negative of all the Energy Energy Resources accounted for less than 11 percent Resources subtopics, with a net sentiment of 2.01. of the online energy conversation examined by the Pulse Report.  Energy Reserves generated almost 260,000 posts, the highest volume of the Energy Resources topics. All  In the third quarter of 2010, the volume of online subtopics under this key topic increased in volume, with discussion about and the net sentiment for Energy reference to Strategic Petroleum Reserve increasing Resources was fairly consistent with the previous nearly 300 percent in the third quarter of 2010. quarter. The discussion sparked nearly 470,000 posts – a slight decrease from the previous quarter. The net  From the second to the third quarter of 2010, Energy sentiment for Energy Resources was 2.46 out of 5.00 – Independence and “Foreign” Oil – two subtopics under the same as the quarter before. the Energy Security discussion – both decreased in volume but increased in sentiment.  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), KEY ENERGY RESOURCES TOPICS EXAMINED: which is the highest score received by this topic over the past six quarters. • Access • Energy Reserves  Net sentiment for Access continued its trend downward, from 2.43 in the second quarter of 2010 to 2.16 in the • Energy Security 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.Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 17
  • Energy Resources Taxonomy Category ENERGY RESOURCES Key Topics ENERGY ENERGY ACCESS RESOURCES SECURITY Subtopics Outer Continental Shelf Energy Reserves Energy Security (OCS) Peak Oil Energy Independence Arctic National Wildlife Refuge (ANWR) Strategic Petroleum “Foreign” Oil Reserve (SPR) U.S. Domestic Access Capacity Oil Shale Refineries Oil Sands Energy Supply Natural GasChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 18
  • Energy ResourcesTopics Explored in the Online Conversation Access Energy Reserves  Outer Continental Shelf (OCS): Oil or drilling in the  Energy Reserves: Reserves of energy resources, OCS offshore areas that lie between the jurisdiction including natural gas and oil. A reserve is the amount of individual U.S. states and the federal government, of commercially recoverable energy still remaining at generally three miles to 200 miles off the coast. a location.  Arctic National Wildlife Refuge (ANWR): Oil or  Peak Oil: Defined as the point in time when the drilling in the ANWR, a 19 million-acre area that lies maximum rate of extraction of the world’s petroleum in the northeast corner of Alaska, a portion of which supply is met and subsequently followed by the could be designated for oil and natural gas terminal decline of production. exploration.  Strategic Petroleum Reserve (SPR): America’s  U.S. Domestic Access: Access to or exploration of storage of oil maintained by the U.S. Department of U.S. energy resources. Energy for future emergency situations involving U.S.  Oil Shale: An organic-rich sedimentary rock that can energy supply. be used to produce liquid hydrocarbons or converted  Capacity: The level of production for individual into various forms of oil. refineries as well as total production for all refineries.  Oil Sands: Unconventional oil that comprises a  Refineries: Oil refineries or the oil refining process. natural mixture of sand, water and a form of  Energy Supply: The supply of energy resources, petroleum called bitumen. such as oil or natural gas.  Natural Gas: Natural gas supply in the United States.Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 19
  • Energy ResourcesTopics Explored in the Online Conversation, continued Energy Security  Energy Security: The issue of U.S. national security involving energy, such as rising costs or limited supplies.  Energy Independence: Energy independence or energy dependence refers to whether a country can rely on its own resources for energy production or turns to other countries for energy supplies.  “Foreign” Oil: Supplies of oil from non-U.S. sources.Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 20
  • 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. High Volume/ July 1, 2010 – September 30, 2010 High Volume/ Negative Sentiment Positive Sentiment 300,000 250,000 Energy Reserves Volume of Online Conversations 200,000 Access 150,000 100,000 50,000 Energy Security 0 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 Chart 2.1 Low Volume/ Sentiment of Online Conversations Low Volume/ Negative Sentiment Positive SentimentChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 21
  • Energy ResourcesVolume of Online Conversations 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. 10 Energy Resources Subtopics* July 1, 2010 – September 30, 2010 OCS 24.10% U.S. Domestic Access 1.50% Oil Shale 0.66% Oil Sands 5.49% Energy Reserves 15.94% Peak Oil 4.35% Capacity 22.35% Energy Security 3.07% Energy Independence 3.29% "Foreign" Oil 3.42% 0% 5% 10% 15% 20% 25% 30% Percentage of Online Conversations About Energy Resources – 470,000 Total *Ten of 15 Energy Resources subtopics Chart 2.2Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 22
  • Energy ResourcesNet Sentiment and Sentiment Volume of Online Conversations 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. 10 Energy Resources Subtopics* July 1, 2010 – September 30, 2010 Category OCS U.S. Oil Shale Oil Sands Energy Peak Oil Capacity Energy Energy “Foreign” Domestic Reserves Security Independence Oil Net Access Sentiment 2.01 2.75 3.20 2.37 2.49 2.47 2.87 3.14 3.53 2.64 6,000 3,702 3,799 2,389 2,029 1,869Sentiment Volume** 4,000 1,675 1,049 1,186 362 Negative Positive 2,000 249 0 -2,000 – 216 – 518 -4,000 – 957 – 1,115 – 2,022 -6,000 – 3,991 – 3,215 -8,000 – 5,531 – 4,628 -10,000 -12,000 -14,000 – 13,037 Neutral 96,493 6,160 2,633 19,954 66,977 15,537 96,571 12,396 12,329 12,848 Volume *Ten of 15 Energy Resources subtopics Chart 2.3 **Number of positive, negative and neutral posts rated by the SM2 social media monitoring toolChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 23
  • Energy ResourcesSentiment Trends of Online Conversations 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. April 1, 2009 – September 30, 2010 10 Energy Resources 2Q09 3Q09 4Q09 1Q10 2Q10 3Q10 Subtopics* 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 Sentiment Trends of Online Conversations Legend: Positive (3.10–5.00) >0.10 Change: Positive Chart 2.4 Neutral (2.90–3.09) *Ten of 15 Energy Resources subtopics Negative Negative (1.00–2.89)Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 24
  • 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. High Volume/ High Volume/ Negative Sentiment July 1, 2010 – September 30, 2010 Positive Sentiment 120,000 OCS 100,000 Volume of Online Conversations 80,000 60,000 40,000 Oil Sands 20,000 Natural Gas U.S. Domestic Access ANWR* Oil Shale 0 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 Low Volume/ Low Volume/ Sentiment of Online Conversations Chart 2.5 Negative Sentiment Positive Sentiment *Arctic National Wildlife RefugeChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 25
  • 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. Access* April 1, 2009 – September 30, 2010 200,000 180,000 160,000 Online Conversation Volume 140,000 120,000 ANWR Natural Gas 100,000 OCS 80,000 Oil Sands U.S. Domestic Access 60,000 40,000 20,000 0 2Q09 3Q09 4Q09 1Q10 2Q10 3Q10 Chart 2.6 *Five of six subtopics about AccessChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 26
  • 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. High Volume/ July 1, 2010 – September 30, 2010 High Volume/ Negative Sentiment Positive Sentiment 120,000 Capacity 100,000 Volume of Online Conversations 80,000 Energy Reserves 60,000 40,000 Refineries Peak Oil 20,000 Energy Supply SPR 0 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 Low Volume/ Low Volume/ Sentiment of Online Conversations Chart 2.7 Negative Sentiment Positive SentimentChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 27
  • 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. Energy Reserves* April 1, 2009 – September 30, 2010 120,000 100,000 Online Conversation Volume 80,000 Capacity Energy Reserves 60,000 Energy Supply Peak Oil 40,000 Refineries 20,000 0 Chart 2.8 2Q09 3Q09 4Q09 1Q10 2Q10 3Q10 *Five of six subtopics about Energy ReservesChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 28
  • 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 the most negative in sentiment (2.64). Conversation about Energy Independence and Energy Security was positive in sentiment. High Volume/ July 1, 2010 – September 30, 2010 High Volume/ Negative Sentiment Positive Sentiment 16,200 “Foreign” Oil 16,000 Volume of Online Conversations 15,800 15,600 15,400 Energy Independence 15,200 15,000 14,800 14,600 14,400 Energy Security 14,200 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 Chart 2.9 Low Volume/ Sentiment of Online Conversations Low Volume/ Negative Sentiment Positive SentimentChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 29
  • 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 Security April 1, 2009 – September 30, 2010 20,000 18,000 16,000 Online Conversation Volume 14,000 12,000 Energy Independence 10,000 Energy Security 8,000 "Foreign" Oil 6,000 4,000 2,000 0 2Q09 3Q09 4Q09 1Q10 2Q10 3Q10 Chart 2.10Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 30
  • Energy ResourcesSample of Influencers Active in the Online Conversation Blog Link Description Posts about updated news and data on the oil industry, crude oil Dripping Oil http://drippingoil.blogspot.com and natural gas production and supply, and the energy market. Offers business solutions, news and commentary namely for Energy Digital http://drippingoil.blogspot.com energy professionals and executives. Features commentary, information and insights about energy GetRealList http://www.getreallist.com investing, policy and peak oil. Covers the oil markets from a global perspective with real-time Platts: The Barrel http://www.platts.com/weblog/oilblog analysis on the energy and metals industries. Provides breaking news, information and insights on trends and Speaking of Oil http://blogs.opisnet.com topics related to the energy market.Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 31
  • The Online Conversation About: ENERGY AND TECHNOLOGYChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 32
  • Energy and TechnologySummary of the Online Conversation  From April 2009 to September 2010, approximately  In contrast to the drop in sentiment in the second quarter 9.6 million posts about Energy and Technology of 2010, conversation related to the Technology and surfaced online. Almost 2.8 million of those Innovation topic increased in sentiment by more than conversations were posted in the third quarter of 4 percent to 3.42. Similarly, Energy Efficiency became 2010. more positive in the third quarter of 2010, with a score  Over the course of the 18-month period of 3.52, making it the most positive key topic under examined, attention on Energy and Technology the Energy and Technology category. drove the general energy-related conversation online, making up nearly 60 percent of the  Discussion pertaining to the Energy and Innovation discussion. subtopic Deep Water remained negative in the third quarter of 2010 (2.01) but increased by approximately  Compared with the second quarter of 2010, the 7 percent from the previous quarter (1.88). Volume for sentiment of online conversation about Energy and this subtopic decreased from the previous quarter by Technology became more positive in the third almost 33 percent, from about 85,000 to 57,000 posts, quarter, rising from 3.31 to 3.41 – equaling the score respectively. from the fourth quarter of 2009.  Among the three key topics included under the KEY ENERGY AND TECHNOLOGY TOPICS EXAMINED: Energy and Technology category, Alternatives and Renewables generated the highest volume of • Energy Efficiency posts (1.2 million). Although this topic improved • Technology and Innovation in sentiment, it fell from being the most positive key topic in the second quarter of 2010 (3.34) to • Alternatives and Renewables the least positive key topic in the third quarter (3.36).Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 33
  • Energy and Technology Taxonomy Category ENERGY and TECHNOLOGY Key Topics TECHNOLOGY and ENERGY ALTERNATIVES and INNOVATION EFFICIENCY RENEWABLES Subtopics Deep Water Liquefied Natural Energy Efficiency Biofuels Nuclear Gas (LNG) Energy Exploration and Fuel Efficiency Ethanol Ocean Technologies Development Energy Alternatives and Fuel Cell Carbon Capture Algae Conservation Renewables and Storage Directional (CCS) Cellulosic Geothermal Drilling Energy Efficiency Ethanol Carbon Capture Policy Corn-Based Intercropping Solar Ethanol Carbon Fuel Efficiency Gas-to-Liquids Sequestration Policy Wind Nonfood Biofuels (GTL) Energy Cleantech Hydrogen Biohydrocarbons Innovation Hydraulic Steamflooding Fracturing Clean Energy Seismic Imaging/ Solar-to-Steam Visualization Enhanced Oil Gasification RecoveryChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 34
  • Energy and TechnologyTopics Explored in the Online Conversation Energy Efficiency Technology and Innovation  Energy Efficiency: Reducing the amount of energy  Deep Water: Exploring and producing oil and gas off needed to perform a process, from heating a home to the coastline in water depths of 1,000 ft or more. powering a factory.  Energy Technologies: Technological processes or  Fuel Efficiency: Efficiency of a particular vehicle innovations associated with producing energy. measured by its total output (i.e., mileage) in  Fuel Cell: An electrochemical cell that combines a comparison to amount of input (i.e., fuel). Also related fuel source (e.g., hydrogen) with an oxidant (e.g., to fuel economy indicated by miles per gallon (mpg) water) to produce an electrical current, commonly or kilometers per liter (km/L). used to power vehicles.  Energy Conservation: Reduction of energy  Directional Drilling: Drilling nonvertical wells that consumption. can extract oil and natural gas from a single point  Energy Efficiency Policy: Local, state and national across a vast territory. policies, through incentives, tax credits and other  Gas-to-Liquids (GTL): Converting gaseous policy mechanisms, that are designed to reduce the compounds into hydrocarbon-based liquids such as amount of energy used. gasoline.  Fuel Efficiency Policy: Regulations and legislation  Intercropping: Energy industry’s adoption of the at the local, state and national levels, such as agricultural practice of growing one crop between emissions performance standards, that are used to the rows of another crop of a separate source; set new thresholds in emission control technology. commonly used to harvest biomass.  Steamflooding: Enhanced oil recovery process of injecting steam into heavy oil reservoirs to heat the crude oil underground, reducing its viscosity and allowing its extraction through wells.Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 35
  • Energy and TechnologyTopics Explored in the Online Conversation, continued Technology and Innovation, continued  Energy Innovation: Advancements made in the  Cleantech: Energy products and services that development of energy sources. increase efficiency while reducing costs, energy consumption and environmental impact.  Gasification: Producing gas from coal in order to convert it into transportation fuels such as gasoline or  Hydraulic fracturing: Recovery of natural gas and diesel. oil from rock formations deep below the earth’s surface through the injection of fluid pressure into  Solar-to-Steam: Generation of steam from captured targeted fractures in the rock. This creates a path sunlight to carry out heavy oil extraction. between the reservoir and the well, increasing the  Liquefied Natural Gas (LNG): Liquid form of natural amount of oil and natural gas that can be recovered. gas for easier storage and/or transportation of natural  Seismic Imaging/Visualization: Three-dimensional gas to markets. imaging of subsurface geology that helps petroleum  Exploration and Development: Exploratory engineers identify possible oil- and gas-bearing ventures and developments of energy resources. formations. The images show a reservoir at different  Carbon Capture and Storage (CCS): Family of stages of depletion, allowing engineers to improve technologies that provide capture and storage of recovery and produce resources more efficiently. carbon dioxide emissions in deep geologic  Enhanced Oil Recovery: Technologies such as formations. thermal recovery or gas injection that can be used to  Carbon Capture: Capturing and compressing of increase the amount of oil that can be extracted from carbon dioxide in the CCS process. an oil field.  Carbon Sequestration: Geo-engineering technique used for the long-term storage of carbon dioxide.Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 36
  • Energy and TechnologyTopics Explored in the Online Conversation, continued Alternatives and Renewables  Biofuels: Fuels produced from renewable biological  Ocean: Energy generation through the movement of resources, including vegetable oil – and animal fat – ocean surface waves. based diesel fuels.  Algae: Use of the photosynthetic organism algae to  Ethanol: Flammable, colorless liquid that can be create a biofuel by converting carbon dioxide and used as a fuel or fuel additive. sunlight into oxygen and biomass.  Alternatives and Renewables: Nontraditional  Cellulosic Ethanol: Biofuel produced from wood, sources of energy and those that can be produced grasses or nonedible plant parts. from naturally replenishing resources, such as solar,  Corn-Based Ethanol: Form of ethanol produced wind or wave power. from corn through industrial fermentation and  Geothermal: A source of energy that is generated by distillation. extracting heat from the earth.  Nonfood Biofuels: Ethanol produced from nonfood  Solar: Generation of electricity from sunlight. crops for waste biomass, such as the stalks of wheat and wood.  Wind: Power of wind converted into a usable form of energy that can be harnessed to produce electricity.  Biohydrocarbons: Fuel source produced by mixing biomass feedstock of plants with hydrogen and  Hydrogen: Generating power from hydrogen and fuel another chemical catalyst. cells, which are electrochemical cells that generate electricity through the reactions between hydrogen  Clean Energy: Energy sources that do not pollute and water. the atmosphere or environment when used.  Nuclear: Energy produced from controlled nuclear reactions.Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 37
  • 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. High Volume/ July 1, 2010 – September 30, 2010 High Volume/ Negative Sentiment Positive Sentiment 1,400,000 Alternatives and Renewables 1,200,000 Volume of Online Conversations 1,000,000 Technology and Innovation 800,000 600,000 Energy Efficiency 400,000 200,000 0 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 Chart 3.1 Low Volume/ Sentiment of Online Conversations Low Volume/ Negative Sentiment Positive SentimentChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 38
  • Energy and TechnologyVolume of Online Conversations 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. 10 Energy and Technology Subtopics* July 1, 2010 – September 30, 2010 Biofuels 2.46% Solar 11.10% Wind 7.75% Nuclear 5.66% Energy Efficiency 5.31% Energy Conservation 5.34% Deep Water 2.02% Clean Energy 3.23% Liquefied Natural Gas 12.10% Carbon Capture 0.31% 0% 2% 4% 6% 8% 10% 12% 14% Percentage of Online Conversations About Energy and Technology – 2.8 Million Total *Ten of 39 Energy and Technology subtopics Chart 3.2Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 39
  • Energy and TechnologyNet Sentiment and Sentiment Volume of Online Conversations 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. 10 Energy and Technology Subtopics* July 1, 2010 – September 30, 2010 Category Biofuels Solar Wind Nuclear Energy Conservation Deep Water Clean Liquefied Carbon Efficiency Energy Natural Gas Capture Net Sentiment 3.50 3.68 3.41 2.33 4.05 2.65 2.01 3.44 3.40 3.65 100,000 88,517Sentiment Volume** 80,000 Negative Positive 60,000 37,520 29,114 21,840 40,000 8,197 12,658 8,254 8,001 20,000 1,670 930 0 -20,000 – 432 – 4,652 – 5,328 – 9,008 – 7,171 -40,000 – 13,809 – 13,597 – 15,819 -60,000 – 22,123 – 62,304 -80,000 Neutral 56,903 262,147 184,616 130,423 116,415 130,038 46,805 72,041 193,064 7,413 Volume Chart 3.3 *Ten of 39 Energy and Technology subtopics **Number of positive, negative and neutral posts rated by the SM2 social media monitoring toolChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 40
  • Energy and TechnologySentiment Trends of Online Conversations 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. April 1, 2009 – September 30, 2010 10 Energy and 2Q09 3Q09 4Q09 1Q10 2Q10 3Q10 Technology Subtopics* 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 Sentiment Trends of Online Conversations Legend: Positive (3.10–5.00) >0.10 Change: Positive Chart 3.4 *Ten of 39 Energy and Technology subtopics Neutral (2.90–3.09) Negative Negative (1.00–2.89)Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 41
  • 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. High Volume/ July 1, 2010 – September 30, 2010 High Volume/ Negative Sentiment Positive Sentiment 250,000 Fuel Efficiency 200,000 Volume of Online Conversations Energy Conservation 150,000 Energy Efficiency 100,000 50,000 Energy Efficiency Policy Fuel Efficiency Policy 0 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 Chart 3.5 Low Volume/ Low Volume/ Sentiment of Online Conversations Negative Sentiment Positive SentimentChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 42
  • 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. Energy Efficiency April 1, 2009 – September 30, 2010 250,000 200,000 Online Conversation Volume 150,000 Energy Conservation Energy Efficiency Energy Efficiency Policy 100,000 Fuel Efficiency Fuel Efficiency Policy 50,000 Chart 3.6 0 2Q09 3Q09 4Q09 1Q10 2Q10 3Q10Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 43
  • Energy and TechnologyTechnology and Innovation: Volume and Net Sentiment of OnlineConversations 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). High Volume/ July 1, 2010 – September 30, 2010 High Volume/ Negative Sentiment Positive Sentiment 400,000 A. Carbon Capture B. Carbon Capture & Sequestration 350,000 Energy Technologies C. Carbon & Sequestration D. Cleantech E. Directional Drilling F. Fuel Cell Volume of Online Conversations 300,000 Exploration and Development G. Gasification H. Gas-to-Liquids I. Intercropping J. Oil Recovery 250,000 K. Seismic Imaging/Visualization L. Solar-to-Steam M. Steamflooding 200,000 Liquefied Natural Gas 150,000 100,000 Innovation Deep Water 50,000 A, B, C, E, K, M Hydraulic Fracturing L I F G D H J 0 Chart 3.7 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 Low Volume/ Low Volume/ Sentiment of Online Conversations Negative Sentiment Positive SentimentChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 44
  • 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. Technology and Innovation* April 1, 2009 – September 30, 2010 400,000 350,000 300,000 Online Conversation Volume 250,000 Energy Technologies Exploration and Development 200,000 Deep Water Innovation 150,000 Liquefied Natural Gas 100,000 50,000 0 Chart 3.8 2Q09 3Q09 4Q09 1Q10 2Q10 3Q10 *Five of 19 subtopics about Technology and InnovationChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 45
  • Energy and TechnologyAlternatives and Renewables: Volume and Net Sentiment ofOnline 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 the exception of Nuclear and Ocean. High Volume/ July 1, 2010 – September 30, 2010 High Volume/ Negative Sentiment Positive Sentiment 350,000 A. Algae B. Cellulosic Ethanol Solar C. Nonfood Biofuels D. Ocean 300,000 Volume of Online Conversations 250,000 Wind 200,000 Alternatives and Renewables 150,000 Nuclear 100,000 Clean Energy Ethanol Biofuels 50,000 Hydrogen Geothermal D A Biohydrocarbons 0 Corn-Based Ethanol C B 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 Chart 3.9 Low Volume/ Sentiment of Online Conversations Low Volume/ Negative Sentiment Positive SentimentChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 46
  • 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. Alternatives and Renewables* April 1, 2009 – September 30, 2010 350,000 300,000 Online Conversation Volume 250,000 Alternatives and Renewables 200,000 Clean Energy Nuclear 150,000 Solar Wind 100,000 50,000 0 Chart 3.10 2Q09 3Q09 4Q09 1Q10 2Q10 3Q10 *Five of 15 subtopics about Alternatives and RenewablesChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 47
  • Energy and TechnologySample of Influencers Active in the Online Conversation Blog Link Description Provides original research into alternative energy, renewable Alt Energy Stocks http://www.altenergystocks.com energy and clean technology companies. Spotlights major events emerging in the nuclear technology Atom Watch http://atomwatch.blogspot.com space and draws attention to atomic technology development, security and consequences of its usage. Compiles research, advisory and networking opportunities for Cleantech Insights http://blog.cleantech.com the global clean technology industry. Highlights local and global advancements and information EarthTechling http://www.earthtechling.com about green consumer technology ranging from green gadgets to renewable energy. The Renewable Serves as a forum to showcase, learn, share and explore http://www.renewable-energy-blog.com Energy Blog emerging green technologies and innovations.Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 48
  • The Online Conversation About: ENERGY AND ENVIRONMENTChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 49
  • Energy and EnvironmentSummary of the Online Conversation  From April 2009 to September 2010, online  Under the Environment, Resources and Policy topic, conversation about Energy and Environment was Environment and Oil made up the largest share of the most negative in sentiment compared with the the discussion during the third quarter of 2010, other two categories examined. It came second in sparking nearly 146,000 posts online. However, this is a volume, garnering approximately 5 million posts over 15 percent decrease in volume for this subtopic from the the 18-month period. previous quarter. Sustainability remained the most positive subtopic in the third quarter of 2010, with a  During the third quarter of 2010, the volume of online sentiment score of 3.91 – a trend that has spanned the discussion about Energy and Environment reached past four quarters. more than 1 million posts, a growth of more than 9 percent from the previous quarter. Sentiment for this  Of the 13 Climate Change subtopics, Global Warming category rose slightly, from 2.54 in the second quarter and Cooling produced the most volume, with almost of 2010 to 2.56 in the third. 286,000 posts. Emission Control experienced the greatest increase in volume of 72 percent, followed by  Of the two key topics captured under the Energy and Carbon Tax and AB32, respectively. Environment category – Climate Change and Environment, Resources and Policy – the latter  In terms of sentiment, the Climate Change subtopic, improved in sentiment from the second quarter of Copenhagen, saw the most substantial drop in tone, 2010, changing from a negative (2.56) conversation to going from a neutral score of 3.00 in the second a neutral one (3.01). quarter of 2010, to a negative score of 2.71 in the third quarter. Discussion related to the  Despite a 16 percent increase in sentiment during Intergovernmental Panel on Climate Change (IPCC) the second quarter of 2010, (2.52), the tone of remained negative (2.36) but saw the highest increase in discussion for Climate Change dropped to 2.38 in sentiment of about 15 percent. the third quarter. The volume of conversation for Climate Change grew slightly, from approximately KEY ENERGY AND ENVIRONMENT TOPICS EXAMINED: 424,000 to 431,000 posts, respectively. • Environment, Resources and Policy • Climate ChangeChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 50
  • Energy and Environment Taxonomy Category ENERGY and ENVIRONMENT Key Topics ENVIRONMENT RESOURCES and CLIMATE CHANGE POLICY Subtopics Environment and Greenhouse Gas Sustainability Copenhagen Clean Energy (GHG) Environment and Oil Environmental Policy Carbon Tax Emission Control Environment and U.S. Environmental Cap-and-Trade Low-Carbon Fuel Gas Protection Agency (EPA) and Energy Environment and Intergovernmental Climate and Energy Alternatives Panel on Climate Change (IPCC) Global Warming and Global Cooling Climate Policy Assembly Bill No. 32 (AB32) Kyoto U.S. EPA and CarbonChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 51
  • Energy and EnvironmentTopics Explored in the Online Conversation Environment, Resources and Policy Climate Change  Sustainability: Sustaining the supply of various  Greenhouse Gas (GHG): Encompasses any of the energy resources with minimal effects on the gases whose absorption of solar radiation is environment. responsible for the atmospheric heating phenomenon known as the greenhouse effect.  Environment and Oil: The environment and oil in either a refined or unrefined state.  Carbon Tax: An environmental tax on carbon dioxide emissions that could be implemented by taxing the  Environment and Gas: The environment and natural gas. burning of fossil fuels (e.g., coal, oil) to raise revenues and increase the competitiveness of  Environment and Alternatives: The environment noncarbon technologies. and alternative energy sources, including solar, wind and geothermal.  Cap-and-Trade: An administrative approach to controlling emissions by providing economic  Environment and Clean Energy: The environment incentives for achieving reductions in the emissions and nonpolluting resources such as nuclear power. of pollutants.  Environmental Policy: Environmental policy,  Intergovernmental Panel on Climate Change legislation and regulations at the local, state, national (IPCC): An intergovernmental body tasked with and international levels. evaluating the risk of climate change. The panel was  U.S. Environmental Protection Agency (U.S. EPA) established in 1988 by two organizations under and Energy: Energy issues related to the EPA, the the United Nations. federal agency that sets and enforces rules and  Kyoto: The Kyoto Protocol, aimed at combating standards to protect the environment. climate change; initially adopted on December 11, 2007, in Kyoto, Japan.Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 52
  • Energy and EnvironmentTopics Explored in the Online Conversation, continued Climate Change, continued  Emission Control: Standards and regulations  Assembly Bill No. 32 (AB32): California’s climate controlling the amount of pollutants released into the law, formally known as the Global Warming Solutions environment by motor vehicles, industry facilities and Act of 2006, that established a timetable to bring smaller power equipment such as tractors. California into near compliance with the provisions of the Kyoto Protocol. Enforced by the California Air  Low-Carbon Fuel: Lower-carbon-emitting fuels, Resources Board (CARB), the law requires a plan to including some alternative fuels and natural gas. reduce the states greenhouse gas emissions to 1990  Climate and Energy: Energy sources in relation to levels by 2020. climate change.  U.S. EPA and Carbon: In 2007, the U.S. Supreme  Global Warming and Global Cooling: Changes in Court held that the EPA has the right to regulate the the Earths average atmospheric temperature and emission of greenhouse gases under the Clean Air corresponding changes in climate. Act “unless it is able to provide a scientific reason for not doing so.” The EPA exercised its authority on  Climate Policy: Legislation designed to regulate December 7, 2009, when it publicly finalized an greenhouse gas emissions. “Endangerment Finding” on greenhouse gases.  Copenhagen: Commonly referred to as the Copenhagen summit, the 2009 United Nations Climate Change Conference was held in Copenhagen, Denmark, December 7–18. Global leaders met to negotiate a framework for climate change mitigation around the world.Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 53
  • 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. High Volume/ July 1, 2010 – September 30, 2010 High Volume/ Negative Sentiment Positive Sentiment 700,000 600,000 Climate Change Volume of Online Conversations 500,000 Environment, Resources and Policy 400,000 300,000 200,000 100,000 0 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 Chart 4.1 Low Volume/ Low Volume/ Sentiment of Online Conversations Negative Sentiment Positive SentimentChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 54
  • 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. 10 Energy and Environment Subtopics* July 1, 2010 – September 30, 2010 Sustainability 6.43% Environment and Oil 13.76% Environment and Alternatives 4.08% Environmental Policy 6.27% Carbon Tax 1.59% Cap-and-Trade 4.01% IPCC** 2.41% Copenhagen 1.36% Global Warming and Cooling 27.01% Climate Policy 6.11% 0% 5% 10% 15% 20% 25% 30% Percentage of Online Conversations About Energy and Environment – 1.1 Million Total *Ten of 20 Energy and Environment Subtopics **Intergovernmental Panel on Climate Change Chart 4.2Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 55
  • Energy and EnvironmentNet Sentiment and Sentiment Volume of Online Conversations 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. 10 Energy and Environment Subtopics* July 1, 2010 – September 30, 2010 Category Sustainability Environment Environment Environmental Carbon Cap-and-Trade IPCC Copenhagen Global Warming Climate and Oil and Policy Tax and Cooling Policy Alternatives Net Sentiment 3.91 2.55 3.78 3.06 2.50 2.38 2.36 2.71 2.20 2.68 30,000 23,998Sentiment Volume** 20,000 8,056 8,911 5,133 3,032 2,901 Negative Positive 10,000 1,344 1,796 796 2,811 0 -10,000 – 1,605 – 1,038 – 1,246 – 2,546 – 2,545 -20,000 –6,382 – 4,161 – 4,487 -30,000 – 15,844 -40,000 -50,000 -60,000 -70,000 – 65,135 Neutral 58,334 120,828 36,949 60,778 12,968 33,135 19,545 12,349 196,625 57,337 Volume *Ten of 20 Energy and Environment subtopics **Number of positive, negative and neutral posts rated by the SM2 social media monitoring tool Chart 4.3Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 56
  • Energy and EnvironmentSentiment Trends of Online Conversations Online conversation about Environment and Oil and Environmental Policy improved most significantly in sentiment among the Energy and Environment subtopics during the third quarter of 2010. Discussion about Copenhagen decreased the most, moving from neutral to negative in sentiment. April 1, 2009 – September 30, 2010 10 Energy and 2Q09 3Q09 4Q09 1Q10 2Q10 3Q10 Environment Subtopics 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 Environment and 3.76 3.89 3.80 3.70 3.62 3.78 Alternatives 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 1.86 1.82 2.26 1.71 2.05 2.36 on Climate Change Copenhagen 3.28 2.85 2.29 2.32 3.00 2.71 Global Warming and 2.39 2.33 2.27 2.05 2.36 2.20 Cooling Climate Policy 2.61 2.61 2.41 2.53 2.89 2.68 Sentiment Trends of Online Conversations Legend: Positive (3.10–5.00) >0.10 Change: Positive Chart 4.4 *Ten of 20 Energy and Environment subtopics. Neutral (2.90–3.09) Negative Negative (1.00–2.89)Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 57
  • Energy and EnvironmentEnvironment, Resources and Policy: Volume and Net Sentiment ofOnline 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. High Volume/ High Volume/ Negative Sentiment July 1, 2010 – September 30, 2010 Positive Sentiment 160,000 Environment and Oil 140,000 Volume of Online Conversations 120,000 100,000 80,000 U.S. EPA* and Energy Sustainability 60,000 40,000 Environment and Alternatives 20,000 Environment and Gas Environment and Clean Energy Environmental Policy 0 *U.S. Environmental Protection Agency 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 Chart 4.5 Low Volume/ Low Volume/ Sentiment of Online Conversations Negative Sentiment Positive SentimentChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 58
  • Energy and EnvironmentEnvironment, Resources and Policy: Volume Trend of Online Conversations 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. Environment, Resources and Policy* April 1, 2009 – September 30, 2010 200,000 180,000 160,000 Online Conversation Volume 140,000 120,000 Environment and Alternatives Environment and Oil 100,000 Environmental Policy 80,000 Sustainability U.S. EPA** and Energy 60,000 40,000 20,000 0 Chart 4.6 2Q09 3Q09 4Q09 1Q10 2Q10 3Q10 *Five of seven subtopics about Environment, Resources and Policy **U.S. Environmental Protection AgencyChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 59
  • 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. High Volume/ July 1, 2010 – September 30, 2010 High Volume/ Negative Sentiment Positive Sentiment 350,000 A. AB32** B. Carbon Tax C. Emission Control D. Copenhagen 300,000 Global Warming and Cooling E. Low-Carbon Fuel F. U.S. EPA*** and Carbon Volume of Online Conversations 250,000 200,000 150,000 100,000 Climate and Energy Climate Policy 50,000 Cap-and-Trade Greenhouse Gases IPCC* F A E B, C, D Kyoto 0 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 Low Volume/ Low Volume/ Sentiment of Online Conversations Negative Sentiment Positive Sentiment Chart 4.7 *Intergovernmental Panel on Climate Change **California Assembly Bill No. 32 ***U.S. Environmental Protection AgencyChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 60
  • 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. Climate Change* April 1, 2009 – September 30, 2010 450,000 400,000 350,000 Online Conversation Volume 300,000 Cap-and-Trade 250,000 Climate and Energy 200,000 Climate Policy Global Warming and Cooling 150,000 Greenhouse Gases 100,000 50,000 0 Chart 4.8 2Q09 3Q09 4Q09 1Q10 2Q10 3Q10 *Five of 13 subtopics about Climate ChangeChevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 61
  • Energy and EnvironmentSample of Influencers Active in the Online Conversation Blog Link Description Publishes content on renewable energy, green building and ChelseaGREEN http://www.chelseagreen.com ethical and sustainable business, among other topics. Serves as an online channel for a national organization working Green for All http://www.greenforall.org/blog/ to build a clean energy economy. Features news and information on clean technology Green Prophet http://www.greenprophet.com development, social issues and the environment relevant to the Middle East and North Africa region. Covers a range of energy topics pertinent to the environment Green Wombat http://thegreenwombat.com and California. Discusses the future of sustainable design, technology and Inhabitat http://inhabitat.com innovative practices that promote a smarter and more sustainable future.Chevron Pulse Report - 3Q 2010 Edition, April 2009 - September 2010 | Prepared by Edelman © 2010 Chevron Corporation | 62
  • Join the Online Conversation About Energy Quarterly updates of the Chevron Pulse Report are published at: http://www.chevronpulsereport.com To join the online conversation about energy, visit: http://www.willyoujoinus.com To find out more about Chevron or to engage with us, visit:  Twitter: http://www.twitter.com/chevron or @chevron  Facebook: http://www.facebook.com/chevron  YouTube: http://www.youtube.com/chevron  LinkedIn: http://www.linkedin.com/companies/chevron  Website: http://www.chevron.com For questions about the report, or to get an alert when the report is updated, please email us at: pulsereport@chevron.com 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 © 2010 Chevron Corporation | 63