Social Media and Social Consent:The New Market Currency for the Energy Sector      -Social Media Analysis and Insights-
Today‟s Presentation1.   What is the volume and intensity of online discussions about     energy?2.   What is social conse...
ROI BackgroundReturn On Insight    • A strategic research consulting company    • A pioneer in quantifying “social consent...
Energy Sector Experience
The BIG Issues: Pipelines and Oilsands             Pipelines have become a proxy for stopping oilsands      Not enough is ...
The Power of OpponentsFinding Common Cause
What is Social Consent and           How is it Shaped?                                             Listening continually ...
The Key to Social Consent: Accountability,                Credibility, Trust Accountability is Essential Credibility is ...
The Ugly: Enbridge Spilling        Onto the Front Pages                                                                   ...
Enbridge SpillingOnto the Front Pages    ROI Social Media Report on the Energy Sector February 2013
Enbridge in the Crosshairs                           Trust Starts with Truth                                              ...
Opposition to Northern Gateway                       -The Continental Divide-               British Columbia              ...
Growing Opposition to Northern Gateway Northern Gateway Feb 2013 polling indicates:    Huge gap remains between Albertan...
Growing Skepticism About Canada’s Green Commitment It all comes down to Green House Gases, and trust:    THE $273 BILLION...
Growing Skepticism About Canada’s Competence Peter Foster                                                                 ...
It is Easier to Feel Outraged Than to Think About the Facts         TransCanadas Alex Pourbaix Claims Keystone         Wil...
Why is Social Consent Elusive? Accountability, Credibility,                         Trust Accountability -is being questi...
Social Media Conversations                             -Pipelines are a Proxy for Oilsands-           Nov 18-19           ...
Social Media Conversations                            -Discussion of Oilsands & Pipelines-                    Mentions of ...
Total Potential Media Impressions               -Pipelines, Oilsands Coverage Diminishing-     Media Impressions of major ...
Total Potential Media Exposure                                - But Media Focus Shifts to Oilsands-   Media Exposure of Oi...
Social Media Sentiment               -Sentiment Toward Pipelines is Volatile-                                       Tone o...
Social Media Sentiment                -Sentiment Toward Oilsands is More Canadian-                        Tone of mentions...
Kinder Morgan and               Trans Mountain Pipeline Low direct connection High level of business oriented media Som...
Defining the Extent of Social Consent               for the Three Major PlayersCompany           Brand Presence           ...
Social Media Conversations                               -Discussion of Major Players-          Mentions of TransCanada, E...
Comparative Social Media Audiences-Pipelines and Oilsands are Primarily Male Audiences-                  Past Month Januar...
Geographic Distribution                of Social Media Comments  Pipeline                                                 ...
Geographic Distribution of          Oilsands Social Media Comments            Mentions of Oilsands January 19 through Febr...
Identifying Agitators              and Activating Influencers                                                             ...
Top Organizations Influencing Oilsands Discussion  Eco Interactive Eco Preservation Society                               ...
Top People Influencing Oilsands Discussion          Geoff Ninecow, “progressive film maker, boomer activist”              ...
Ingredients to                 Build Social Consent Accountability (of the organization and within the team) Credibility...
Thank you.bcameron@returnoninsight.ca pjurisic@pivotalsocial.com             ROI Social Media Report on the Energy Sector ...
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Social Media and Social Consent: The New Market Currency for the Energy Sector

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What is the volume and intensity of online discussions about energy?
What is social consent and how is it shaped?
Who are the key influencers and agitators?
How effective have some major players been in navigating this new world?
What can the energy sector do to build social consent?

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Social Media and Social Consent: The New Market Currency for the Energy Sector

  1. 1. Social Media and Social Consent:The New Market Currency for the Energy Sector -Social Media Analysis and Insights-
  2. 2. Today‟s Presentation1. What is the volume and intensity of online discussions about energy?2. What is social consent and how is it shaped?3. Who are the key influencers and agitators?4. How effective have some major players been in navigating this new world?5. What can the energy sector do to build social consent?
  3. 3. ROI BackgroundReturn On Insight • A strategic research consulting company • A pioneer in quantifying “social consent”Expertise • Analyze public opinion • Explore consumer insights • Develop communications initiatives • Assess audience engagement efforts • Improve brand positioning and advertising • Consulting with governments, politicians, brands on social media
  4. 4. Energy Sector Experience
  5. 5. The BIG Issues: Pipelines and Oilsands Pipelines have become a proxy for stopping oilsands Not enough is being done by Federal and provincial governments And the record of some keyplayers raises doubts about safety
  6. 6. The Power of OpponentsFinding Common Cause
  7. 7. What is Social Consent and How is it Shaped?  Listening continually in a wired world is just the start Listen  Learning from social media and public input requires an open mind  Engaging people on many platforms and levels Social takes time & resources EngagementAdapt = Learn  Adapting communications to address emerging Social Consent realities is tough  Social Consent = Accountability Engage ROI Social Media Report on the Energy Sector February 2013
  8. 8. The Key to Social Consent: Accountability, Credibility, Trust Accountability is Essential Credibility is Crucial Trust starts with Truth The Good: Kinder Morgan’s Trans Mountain The Bad: The Federal Government’s green record The Ugly: Enbridge’s Northern Gateway ROI Social Media Report on the Energy Sector February 2013
  9. 9. The Ugly: Enbridge Spilling Onto the Front Pages Aug 1 July 10 “Enbridge Oil Spill:“Enbridge Michigan U.S. Officials Block Pipeline Spill: Company From Company Acted Reopening Pipeline Like Keystone After WisconsinCops, NTSB Says” Incident” Canadian Press Associated Press July 2012 “"Learning about Enbridges poor handling of the rupture, you cant help but think of the Keystone Kops," said NTSB chair Deborah Hersman, referring to the incompetent policemen in silent films. Hersman said Enbridge knew about a corrosion problem on Line 6B in 2005 — well before it ruptured and caused the most expensive onshore spill in U.S. history. "Yet, for five years they did nothing to address the corrosion or cracking at the rupture site — and the problem festered.“ The NTSB said it took 17 hours and 19 minutes for Enbridge staff to respond to alarms signalling a problem on the line in southern Michigan. And when they did respond, it was only after a worker with a local natural gas utility informed them of the spill. Instead of stopping the flow, Enbridge staff misinterpreted the alarms and twice pumped more crude into the ruptured pipeline — representing about 81 per cent of the total spill, Hersman said. More than three million litres of crude oil spilled into nearby wetlands, Talmadge Creek and the Kalamazoo River” ROI Social Media Report on the Energy Sector February 2013
  10. 10. Enbridge SpillingOnto the Front Pages ROI Social Media Report on the Energy Sector February 2013
  11. 11. Enbridge in the Crosshairs Trust Starts with Truth This spoof has since been removed, but the damage was done, it went viral in hoursDouglas Channel “Representation” Douglas Channel Fly Over By Enbridge by Living Oceans ROI Social Media Report on the Energy Sector February 2013
  12. 12. Opposition to Northern Gateway -The Continental Divide- British Columbia Alberta 70% 66% 44% 24% August 2012 August 2012 SupportJanuary 2012 January 2012 Oppose -16% -23% -36% -66% Source: Abacus Data and Insights West ROI Social Media Report on the Energy Sector February 2013
  13. 13. Growing Opposition to Northern Gateway Northern Gateway Feb 2013 polling indicates:  Huge gap remains between Albertans (75% support) and British Columbians (61% oppose)  Opposition has doubled in BC one year Northern Gateway: James Moore Slams Enbridges Safety Record, In Sharp Divergence From Party Line; August 2012, CP, Huffington Post Moore had praise for Texas-based pipeline operator Kinder Morgan, which is currently planning to spend $5 billion tripling the capacity on its pipeline between the Alberta oil sands and Vancouver. Moore praised Kinder Morgan for "very judiciously and responsibly engaging with British Columbia‟s First Nations” and “taking environmental challenges seriously,” noting the company hasn‟t had a spill in B.C. in 60 years of operations. ROI Social Media Report on the Energy Sector February 2013
  14. 14. Growing Skepticism About Canada’s Green Commitment It all comes down to Green House Gases, and trust: THE $273 BILLION QUESTION: ENBRIDGE AND THE NORTHERN GATEWAY CONTROVERSYThe Harper government wants to supercharge the
Canadian economy by allowing over 200 tankers a year through the waters off British Columbia. Detractors of the so-called Northern Gateway insist asingle oil spill is all it would take to destroy one of the world’s most diverse natural environments. Is the payoff worth the risk? Feb 19: Alberta plans „grand challenge‟ to help spur carbon- reduction technologies ROI Social Media Report on the Energy Sector February 2013
  15. 15. Growing Skepticism About Canada’s Competence Peter Foster February 19, 2013 Energy firms have done a dismal job defending oil sands “With defenders such as Ottawa, Edmonton and the oil industry, oil sands development at times hardly seems to needenemies. “Woeful” doesn’t begin to describe their performance in addressing environmental criticism, which is at the rootof one of the most contentious issues in Canada/U.S. relations: presidential approval of the Keystone XL pipeline.”“Disinformation circles the globe while the oil sands “powers” struggle with their shoelaces.” ROI Social Media Report on the Energy Sector February 2013
  16. 16. It is Easier to Feel Outraged Than to Think About the Facts TransCanadas Alex Pourbaix Claims Keystone Will Not Measurably Affect Climate ChangeFeb 19 NATURE | EDITORIAL JAN 29, 2013 Change for good First, the administration should issue strong regulations for power plants and send a message to the coal industry: clean up or fade away. Second, regarding the Keystone pipeline, the administration should face down critics of the project, ensure that environmental standards are met and then approve it. Of all the World’s Green House Gases “Oilsands are the Canada equivalent of 0.1% of contributes 2% all GHGs” ROI Social Media Report on the Energy Sector February 2013
  17. 17. Why is Social Consent Elusive? Accountability, Credibility, Trust Accountability -is being questioned Credibility -is thin Trust -is broken ROI Social Media Report on the Energy Sector February 2013
  18. 18. Social Media Conversations -Pipelines are a Proxy for Oilsands- Nov 18-19 Nov 28-30 Dec 12 Dec 14 “Protestors call “B.C. native leaders “Northern Gateway “Susan Rice May Have on Obama to plan declaration hearings turning into Major Financial Stake reject Keystone in Keystone Pipeline” banning 7781 showdown over First XL pipeline” pipelines, tankers and Nations rights” Mother Jones, CNN oilsands” Financial Post The Hill.com 6955 6733 Canadian Press 6391 6251 Dec 13 Brigadier General On Keystone XL Pipeline: All Americans Should Be Outraged (VIDEO) http://www.huffingtonpost.com/2012/12/14/briga 5259 5300 dier-general-keystone-xl- pipeline_n_2294345.html 4437 4602 4593 4042 4206 4198 4096 3800 3567 3228 3202 3116 3084 2997 2771 2762 2521 2546 2278 2236 1986 1712PipelinesOil sandsTar sands Mentions of pipelines, Oilsands/tar sands trend similarly Nov-Dec 2012 ROI Social Media Report on the Energy Sector February 2013
  19. 19. Social Media Conversations -Discussion of Oilsands & Pipelines- Mentions of pipelines and oilsands, January 25-February 18, 2013 Jan 25 Feb 5 Feb 6 Feb 13 14783 „„Bitumen Oilsands Bust “Suncor‟s “Obama‟s Keystone XL Bubble‟ Roiling MacLeans $1.5B charge decision could doom the Alberta Finances Cover Story puts tar sands … or the planet” as Redford Voyageur in 12914 Grist Warns of Cuts” doubt” Wall Street Journal 10497 Northern Gateway Hearings West to East pipeline discussions 8480 6582 6125 5709 5443Pipelines 5145 5038 3639 3627 2617 Feb 13 3076 Arrests of Celebrities 3669 3629Oil sandsTar sands 2574 2491 2134 2225 1856 2010 2057 1112 1243 1086 767 ROI Social Media Report on the Energy Sector February 2013
  20. 20. Total Potential Media Impressions -Pipelines, Oilsands Coverage Diminishing- Media Impressions of major issues: Pipelines, Oilsands, November 2012 16,974 Nov 8 Nov 16 Nov 18-19 Nov 25 Nov 6 US Election Nov 28-30 Washington Times “Bipartisan “Protestors “TransCanada gas “Susan Rice May Have “Keystone pipeline group of call on Obama pipeline may Major Financial Stake pushed to forefront to reject sidestep in Keystone Pipeline” senators Keystone XL environmental Obama pressed for requests Mother Jones, pipeline” review” quick decision” meeting with The Hill.com CNN Edm Journal Obama on 10,940 Keystone XL Nov 25 (In thousands) pipeline” “B.C. First Nation members evictPipelines 8709 pipeline 7992 8119 surveyors, set up road block” 6366 5830 7783 5559 4848Oil sands 4072 3375 2852 2208 2575 1794 2089 2098 1503 1649 1278 1025 ROI Social Media Report on the Energy Sector February 2013
  21. 21. Total Potential Media Exposure - But Media Focus Shifts to Oilsands- Media Exposure of Oilsands and Pipelines January 25-February 19, 2013 (In thousands) Jan 27 Jan 28-29 Feb 6 Feb 9 Feb 12-13 Protest in John Kerry to Feb 5 “Obama‟s Keystone 16045 Oilsands Bust “Suncor‟s $1.5B Join the Week Maine Over tar lead review of of Action to XL decision could MacLeans charge puts Sands Keystone XL Stop Tar doom the tar sands shipments pipeline (+video) Cover Story Voyageur in … or the planet” Sands through Maine doubt” DC rally & arrest of Profiteers ports Robert Kennedy Jr. , Daryl Hannah 9748 9562Pipelines Feb 17 DC Rally 6471 6290 5444 5358 4331 4734 2689 2980 1928Oilsands ROI Social Media Report on the Energy Sector February 2013
  22. 22. Social Media Sentiment -Sentiment Toward Pipelines is Volatile- Tone of mentions of Pipelines in November 2012 Nov 8 Keystone pipeline pushed to forefront Nov 17-18 Obama pressed for quick decision” “Pipelines offer new energyPositive opportunities for Canada: Alberta premier” CTV News Nov 16 “Bipartisan group of senators requests meeting with Obama on Keystone XL pipeline” Nov 18-19 Nov 4 “Protestors call Kinder MorganNegative Pipeline on Obama to reject Keystone expansion XL pipeline” hearing open in Vancouver CNN ROI Social Media Report on the Energy Sector February 2013
  23. 23. Social Media Sentiment -Sentiment Toward Oilsands is More Canadian- Tone of mentions of oilsands, tar sands in November 2012 Nov 16 Nov 17 Nov 19 “Bipartisan group of “Pipelines offer new Join us on November Nov 5-7 29 for an evening to senators requests energy opportunities forPositive comments celebrate "Extract: meeting with Obama Canada: Alberta premier” relate to a new The Pipeline Wars” on Keystone XL Syncrude pipeline” I phone AppPositive Nov 5 G & M In China, growing frustration overCanadas „outdated‟ oil sandsNegative Nov 8 Nov 13-15 Nov 18-19 Negative “Toxic snow from “Protestors call on comments building Oilsands Obama to reject related to EU Fuel emissions” Keystone XL Quality Directive Reject XL petition pipeline ROI Social Media Report on the Energy Sector February 2013
  24. 24. Kinder Morgan and Trans Mountain Pipeline Low direct connection High level of business oriented media Some praise among opinion leaders ROI Social Media Report on the Energy Sector February 2013
  25. 25. Defining the Extent of Social Consent for the Three Major PlayersCompany Brand Presence Imagery and Viral Statistics Association Low linkage to Trans Pipeline, energy, oil, partners Minimal Mountain , port, Copano, Houston, 26% Re-tweets on 647 (40%) Delaware, NYSE Tweets , Canada, KMP, Calpine High linkage to Keystone XL Keystone, Keystone XL Extreme (70%) pipeline, Proposed, Obama, 79% Re-tweets on 945 Texas, US, TransCanada Tweets relies, project Direct linkage to Northern Pipeline, oil, spills, creeps, Considerable Gateway plan, spill response, BC, 44% Re-tweets on 670 (90%) proposed, bitumen, project , Tweets government, Read, ROI Social Media Report on the Energy Sector February 2013
  26. 26. Social Media Conversations -Discussion of Major Players- Mentions of TransCanada, Enbridge and Kinder Morgan Jan 30-Feb 18, 2013 Jan 30 Feb 5 Feb 17 “Kinder Morgan “Oilsands Forward on Climate Buys Copano for Bust” Washington DC Rally $3.2 Billion in MacLeans Against the Keystone XLKinder Shale Deal” Cover Story Pipeline Project Bloomberg NewsMorgan Jan 29 “Energy giants Enbridge Northern Gateway Hearings Suncor, Kind West to East pipeline discussions er Morgan, butt TransCanada heads over Trans Mountain Feb 13 pipeline fees Arrests of Celebrities Financial Post ” ROI Social Media Report on the Energy Sector February 2013
  27. 27. Comparative Social Media Audiences-Pipelines and Oilsands are Primarily Male Audiences- Past Month January 19-February 19, 2013 67% 62% 38% Men 33% Women Pipelines Oilsands ROI Social Media Report on the Energy Sector February 2013
  28. 28. Geographic Distribution of Social Media Comments Pipeline OilsandsConversations Conversations 16% Canada 45% Canada 57% USA 41% USA 4% UK 2% Nigeria 4% UK 2% Australia 10% elsewhere19% elsewhere ROI Social Media Report on the Energy Sector February 2013
  29. 29. Geographic Distribution of Oilsands Social Media Comments Mentions of Oilsands January 19 through February 19, 2013Total of 64,000+ Mentions of Oilsands Within Canada 45% USA 41% Elsewhere 14% 0% 8% 16% 38% 2% 1% 0% 31% 2% 2% ROI Social Media Report on the Energy Sector February 2013
  30. 30. Identifying Agitators and Activating Influencers Identifying Enemies, Activating Allies Degrees of Engagement Tone and SentimentVolume & Venue ofthe Conversation Which influencers Did they and agitators post can be Who said it, forward engaged or what, + or -? it, tweet negated? on what Why? it, like it? platform, Where? ROI Social Media Report on the Energy Sector February 2013
  31. 31. Top Organizations Influencing Oilsands Discussion Eco Interactive Eco Preservation Society 193,143 350.Org Bill McKibben’s climate action group 126,855 Number of Seattle based online news group 102,271 Twitter Followers Truth Out 60,139 45,502 London stock exchange online news feed 33,049 Eco Jive environmental online collective 27,359 # of Groups # of followers 22,516 The Energy Collective Eco 6 533,454 based 17,997 The Rainforest Action Network Business 5 126,196 based 15,624 Energy Tomorrow 15,195 CAPP oil and gas Canada ROI Social Media Report on the Energy Sector February 2013
  32. 32. Top People Influencing Oilsands Discussion Geoff Ninecow, “progressive film maker, boomer activist” 315,671 Naomi Klein, author, activist 167,470 Number of 74,686 Bill McKibben, founder of 350.org Twitter Followers 70,630 Katrina vandenHeuvel, editor of The Nation 69,995 Steve Momorella Green News Daily 33,298 Hugh Byrne @ Green Biz Tweets # of # of 30,352 David Roberts, blogger for Grist People followers Eco 8 751,28311,632 Joshua Frank, Counter Punch based Business based 2 43,85110,847 Daryl Hannah, actress John Hackbarth, blogger for10,553 US Chamber of Commerce ROI Social Media Report on the Energy Sector February 2013
  33. 33. Ingredients to Build Social Consent Accountability (of the organization and within the team) Credibility (of the spokespeople) Trust (in the brand) Combined With Understanding of public opinion Real time monitoring of social media Will enable you to amplify the positive, and react quickly and strategically to the negative. ROI Social Media Report on the Energy Sector February 2013
  34. 34. Thank you.bcameron@returnoninsight.ca pjurisic@pivotalsocial.com ROI Social Media Report on the Energy Sector February 2013

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