July 2008 – December 2009 Edition

© 2010 Chevron Corporation

Table of Contents
1. Overview
The Energy Conversation Methodology Executive Summary The Online Energy Conversation Volume Timeline of the Energy Conversation Volume and Net Sentiment Sentiment Trends Online Conversation Platforms Volume Growth of the Twitter Conversation 3 4 8 10 11 12 13 14 15

3

3. Energy and Technology

Summary Topics Volume and Net Sentiment Volume of Online Conversations Net Sentiment and Sentiment Volume Sentiment Trends Energy Efficiency Technology and Innovation Alternatives and Renewables Influencers Summary Topics Volume and Net Sentiment Volume of Online Conversations Net Sentiment and Sentiment Volume Sentiment Trends Environment, Resources and Policy Climate Change Influencers

31

32 33 36 37 38 39 40 42 44 46 48 49 51 52 53 54 55 57 59

2. Energy Resources

Summary Topics Volume and Net Sentiment Volume of Online Conversations Net Sentiment and Sentiment Volume Sentiment Trends Access Energy Reserves Energy Security Influencers

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17 18 20 21 22 23 24 26 28 30

4. Energy and Environment

47

5. Join the Online Conversation 60
The Chevron Pulse Report(TM) is © 2010 Chevron Corporation. All rights reserved. Chevron hereby grants to any person a royalty-free license to copy the Report in whole or in part. Your license is conditioned upon providing attribution to Chevron (e.g. “Source: Chevron Pulse Report, Q1 2010 Edition”).

Chevron Pulse Report - July 2008 - December 2009 Edition

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Prepared by Edelman

© 2010 Chevron Corporation

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Overview

The Energy Conversation
Energy is one of the most important issues of our time. It is the engine for our economy and the inspiration for innovative new technologies. It shapes the world we live in today and the future that we will share. It is debated in the halls of government, in the comments of blogs and in videos on YouTube. The online conversation about energy is robust, diverse, passionate and dynamic, evolving alongside the medium itself. In the fall of 2008, there were 100 million people on Facebook and only 3 million on Twitter, but there were 5 million posts* about energy. Over the last 18 months, Facebook has eclipsed 450 million users and Twitter has grown to 75 million; there were also 25.7 million posts about energy-related issues. In the summer of 2008, Chevron partnered with Edelman to gain a better understanding of the online conversation about energy topics. Together, Chevron and Edelman identified more than 50 key energy issues and conversation topics. Working with Alterian’s SM2 social media monitoring tool, we began analyzing the focus, volume and sentiment of the online conversation about these issues across blogs, discussion forums and social networks, including sites such as Twitter, Facebook, YouTube, Vimeo and Flickr. Chevron has been using the information to stay informed about energy topics that are important to people in the online community. After looking at this data for the past 18 months, Chevron started to realize there was a lot of information that would probably interest other people as well. As a result, together, Edelman and Chevron compiled this information into The Chevron Pulse Report: The State of Online Conversation about Energy Issues. This first report is a way to understand and articulate how the online conversation about energy has evolved from July 2008 to December 2009. Edelman placed a lot of emphasis on charts that translate the conversation into simple visuals, understanding that it is nearly impossible to represent 25.7 million conversations in a handful of words. Chevron and Edelman are excited to share this report and hope you find the information interesting and helpful.

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

Chevron Pulse Report - July 2008 - December 2009 Edition

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Overview
Scope

Methodology: Scope
Edelman conducted a quantitative and qualitative analysis of the volume and sentiment of the global, English-speaking online conversation about energy issues from July 1, 2008, through December 31, 2009, focusing on eight major issues within three broad categories:   Energy Resources – Access; Energy Reserves; Energy Security Energy and Technology – Energy Efficiency; Technology and Innovation; Alternatives and Renewables Energy and Environment – Environment, Resources and Policy; Climate Change Within these eight issues, we examined 74 subtopics, ranging in size from a few hundred posts to more than a million. The analysis was conducted on a quarterly basis. There were six quarters during the18-month period, beginning with 3Q08 (July through September 2008) and ending with 4Q09 (October through December 2009). Edelman examined changes in volume and sentiment for each subtopic for each quarter.

These three categories were chosen because they were the broadest terms that applied to the most relevant conversations about energy.

Chevron Pulse Report - July 2008 - December 2009 Edition

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© 2010 Chevron Corporation

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Overview

Methodology: Quantitative Analysis
Quantitative Analysis of the Conversation Volume The amount of online conversation about energy is vast, and there is no objective way of measuring precisely how many posts there are, over time or for a given period. Google has indexed billions of Web pages, but even they could not tell you how many pages, posts or comments have been missed. Each search engine and social media monitoring tool collects posts a little bit differently. Edelman captured and analyzed enough of the online conversation in order to make confident and reasonable assertions about the volume and sentiment of the discussion. Edelman worked with developers to construct a series of Julian date searches that pulled information on the number of posts about specific topics over a given period of time. The searches were built on Boolean taxonomies, which were developed and tested for each of the 74 subtopics, in order to reduce or eliminate false positives in the search results. Edelman utilized Google’s Advanced Search features to catalogue blogs, social networks (e.g., Facebook, MySpace) and social media sites (e.g., YouTube, Flickr, Revver, Vimeo), as well as Boardreader for discussion forums. Note: Only public Facebook pages were indexed, in accordance with the site’s Terms of Service. Searches were run in triplicate to ensure data integrity. The volume was also manually cross-referenced with results pulled by Alterian’s SM2* social media monitoring tool to determine whether there were inconsistencies in the relative volume of subtopics in relation to each other. For example, if there were one million posts in Google about a topic, but only 500 posts in SM2, this would signal a likely data query error. In such instances, queries would be reconstructed and redeployed. Using this methodology, 25.7 million posts about Energy Resources, Energy and Technology and Energy and Environment were identified from July 2008 through December 2009.

*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 - July 2008 - December 2009 Edition

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© 2010 Chevron Corporation

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Overview

Methodology: Qualitative Analysis
Qualitative Analysis of the Conversation Sentiment While the Julian date searches on Google and Boardreader provide reasonable assurance of the volume of conversations about the issues we examined, neither platform offers the ability to evaluate the sentiment of said conversations. Because we were examining such a sizable conversation, it would be untenable to manually rate the tone and sentiment of each of these posts. The semantic engine of Alterian’s SM2 social media monitoring tool was used to evaluate the sentiment of the online conversation about each issue. Edelman is confident in the tool’s native capabilities, but wanted to provide additional assurance that the tool was properly rating issue-oriented conversations. These types of conversations can differ in sentiment and tone from consumer- or product-oriented discussions. In August 2008, Edelman conducted a quantitative survey of the online conversation about energy issues. This established the relative volume of conversation about energy issues over a seven-month period, from January 1 through July 31, 2008. We drew a randomized qualitative sample of posts from the larger quantitative pool in order to gain insight into the tone and trends in the conversation about these topics.
Chevron Pulse Report - July 2008 - December 2009 Edition | Prepared by Edelman

The items were selected based on topical relevance. They were weighted according to the predominance of subtopics in relation to one another so that the sample reflected the volumes identified in the quantitative analysis. For example, if the subtopic Biofuels made up 20 percent of the quantitative sample for the discussion for the topic Alternatives and Renewables, then 20 percent of the qualitative sample for this topic focused on Biofuels. Additionally, the samples were weighted by date to reflect individual conversation trends where possible. More than 5,000 posts were pulled to make up the sample used in the 2008 survey. A team of 10 conversation analysts manually reviewed the posts and scored them on a 5-point Likert Scale for overall sentiment as well as sentiment on specific issues, where: 1 = Very unfavorable

2 = Unfavorable
3 = Neutral 4 = Favorable 5 = Very favorable
© 2010 Chevron Corporation | 6

Overview

Methodology: Qualitative Analysis, continued
For example, a post that was very favorable about Alternatives and Renewables but very unfavorable about Wave Power would be scored “5” for Alternatives, “1” for Wave Power and “4” overall. The overall score was based on the general tone of the article; it was not merely an average of the individual scores. Further, net sentiment was calculated based on a weighted average of positive and negative sentiment. The analysts also developed a detailed taxonomy of trigger words that signaled why the post was positive or negative in sentiment. This dictionary of more than 1,000 words was combined with SM2’s existing semantic dictionary in order to provide heightened assurance that the semantic engine was properly scoring conversations. Edelman reviewed a sample of the conversations scored by SM2 and is confident in its semantic scoring. This methodology was applied to the evaluation of six previous quarterly reviews of the online conversation about energy issues. For the purposes of the Pulse Report, SM2 scored 7.2 million posts across 74 subtopics over six quarters in an 18-month period. Comparing this analysis with other evaluations of the online conversation about specific issues, Edelman is confident that this examination represents one of the most comprehensive analyses of online conversation available.

Chevron Pulse Report - July 2008 - December 2009 Edition

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Prepared by Edelman

© 2010 Chevron Corporation

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Overview

Executive Summary
There were 25.7 million posts about Energy Resources, Energy and Technology and Energy and Environment from July 1, 2008, through December 31, 2009. Using Alterian’s SM2 social media monitoring tool, Edelman analyzed the sentiment of 7.2 million posts. The average sentiment of this sample was neutral: 3.04 on a 5-point Likert scale. The majority of the online conversation evaluated over the 18-month period was generated on blogs, followed by discussion forums, videos sites, social networks and Twitter. The volume of online conversation grew steadily from 3 million posts in the last quarter of 2008 to more than 5.3 million posts in the last quarter of 2009. The rapid growth of social media platforms contributed to this increase in discussion.  There were significant changes in the volume and sentiment of the overall conversation during the 18-month period. While Energy Resources experienced a major swell in conversation in the summer of 2008, Energy and Environment became the most prominent of the major issues in online discussion during the last quarter of 2009. Similarly, there was significant variation in the tone of online conversation about specific issues (e.g., the Copenhagen climate summit). From July 2008 through December 2009, political discourse and the economy remained at the heart of the online discussion pertaining to Energy Resources, Energy and Technology and Energy and Environment. This conversation was driven by major news events, landmark legislation (e.g., the Waxman-Markey climate bill) and the insights and priorities of a diverse community of online influencers.

Chevron Pulse Report - July 2008 - December 2009 Edition

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© 2010 Chevron Corporation

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Overview

Executive Summary, continued
Energy and Technology made up the largest segment of the online conversation from July 2008 through September 2009; however, the volume of conversation about Energy and Environment was slightly larger in the last quarter of 2009 as climate and environmental policy dominated the online energy conversation. Energy and Technology was the most positive of the three major issue areas for the entirety of the 18month period. Technology was looked upon by many online influencers as the key to obtaining energy independence, harnessing the development of energy resources (e.g., nuclear power or algae-based fuels) and boosting the economy with innovative employment opportunities.  One of the most notable swells in online conversation volume about Energy Resources occurred in the third quarter of 2008, when access to domestic energy resources gained significant attention among the online community. This discussion was propelled by pro-drilling campaigns and the impending 2008 presidential election. Energy and Environment was the most negative of the three major issue areas for 15 of the 18 months. The sole exception was the first quarter of 2009, when online conversations about Energy Resources were slightly more negative than Energy and Environment. Following the election of President Barack Obama in late 2008, a shift in the online energy conversation emerged, as discussions about Alternatives and Renewables, Sustainability and Energy Efficiency began to generate additional interest among people talking about energy online.

Chevron Pulse Report - July 2008 - December 2009 Edition

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Prepared by Edelman

© 2010 Chevron Corporation

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Overview

The Online Energy Conversation Volume
There were 25.7 million online posts about Energy Resources, Energy and Technology, and Energy and Environment from July 2008 through December 2009.

Chart 1.1
Chevron Pulse Report - July 2008 - December 2009 Edition | Prepared by Edelman © 2010 Chevron Corporation | 10

Overview

Timeline of the Energy Conversation

Chart 1.2
Chevron Pulse Report - July 2008 - December 2009 Edition | Prepared by Edelman © 2010 Chevron Corporation | 11

Overview

Volume and Net Sentiment of Online Conversations About Energy
Online conversation about Climate Change was the greatest in volume and most negative in sentiment. Energy Efficiency was the most positive of all the key topics.
High Volume/ Negative Sentiment 7,000,000

July 1, 2008 – December 31, 2009

High Volume/ Positive Sentiment

Climate Change
6,000,000

Alternatives and Renewables
5,000,000

4,000,000 Volume of Online Conversations 3,000,000

Environment, Energy and Policy

Technology and Innovation

Energy Efficiency Energy Reserves Access Energy Security
3.0 3.5 4.0 4.5 5.0

2,000,000

1,000,000

0
1.0 1.5 2.0 2.5

Chart 1.3

Low Volume/ Negative Sentiment
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Sentiment of Online Conversations
Prepared by Edelman

Low Volume/ Positive Sentiment
© 2010 Chevron Corporation | 12

Chevron Pulse Report - July 2008 - December 2009 Edition

Overview

Sentiment Trends of Online Conversations About Energy
Sentiment about the eight issue areas was generally mixed over the 18-month period. There was a notable improvement in sentiment during the first quarter of 2009; however, the sentiment fell for most issues in the last quarter of 2009.
July 1, 2008 – December 31, 2009
8 Issue Areas Environment , Energy and Policy Climate Change Alternatives and Renewables Energy Efficiency Technology and Innovation 3.61 3.34 3.30 3.30 3.53 3.59 3.58 3.60 3.70 3.33 3.60 3.46 2.48 3.28 2.39 2.95 2.68 3.31 2.54 3.39 2.46 3.42 2.33 3.32 3Q08 3.08 4Q08 3.09 1Q09 3.32 2Q09 3.19 3Q09 3.30 4Q09 3.10

Access
Energy Reserves Energy Security

2.46
2.52 3.08

2.41
2.58 3.35

2.66
2.72 2.79

2.64
2.80 2.88

2.72
2.75 2.79

2.66
2.54 2.61

Sentiment Trends of Online Conversations Legend: Chart 1.4
Chevron Pulse Report - July 2008 - December 2009 Edition | Prepared by Edelman

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

>.10 Change: Positive Negative

© 2010 Chevron Corporation

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Overview

Online Conversation Platforms Volume About Energy
Blogs generated the largest share of online energy conversation over the 18-month period, followed by discussion forums.

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

Chart 1.5
Chevron Pulse Report - July 2008 - December 2009 Edition | Prepared by Edelman © 2010 Chevron Corporation | 14

Overview
Growth of the Twitter Conversation About Energy
The conversation about energy on Twitter spiked in 2009, mirroring the growth of the platform.

*Source: http://themetricsystem.files.wordpress.com/2010/01/cumulativeusers.jpg **Update 05/06/2010: Data mislabeled, chart has been corrected

Chart 1.6**
Chevron Pulse Report - July 2008 - December 2009 Edition | Prepared by Edelman © 2010 Chevron Corporation | 15

The Online Conversation About:

ENERGY RESOURCES

Chevron Pulse Report - July 2008 - December 2009 Edition

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Energy Resources

Summary of the Online Conversation
 There were 2.6 million online conversations about Energy Resources from July 2008 through December 2009.  Discussions of Energy Reserves, including Energy Supply, made up about 60 percent of the Energy Resources conversation.  Of the three key topics about Energy Resources that we examined–Access, Energy Reserves and Energy Security– the discussion of Energy Security was neutral (2.97), whereas Access and Energy Reserves were both negative in sentiment.  The online conversation about Energy Resources was slightly negative overall, with a Likert rating of 2.73 out of 5.00 during the 18-month period.

 There were also approximately 582,000 conversations about Access and 468,000 regarding Energy Security.
KEY ENERGY RESOURCES TOPICS EXAMINED:

• Access
• Energy Reserves • Energy Security

Chevron Pulse Report - July 2008 - December 2009 Edition

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Energy Resources
Access

Topics Explored in the Online Conversation
Energy Reserves
 Energy Reserves: Reserves of energy resources, including natural gas and oil. A reserve is the amount of commercially recoverable energy still remaining at a location. Peak Oil: Defined as the point in time when the maximum rate of extraction of the world’s petroleum supply is met and subsequently followed by the terminal decline of production. Strategic Petroleum Reserve (SPR): America’s storage of oil maintained by the U.S. Department of Energy for future emergency situations involving U.S. energy supply. Capacity: The level of production for individual refineries as well as total production for all refineries. Refineries: Oil refineries or the oil refining process. Energy Supply: The supply of energy resources, such as oil or natural gas. Outer Continental Shelf (OCS): Oil or drilling in the OCS, offshore areas that lie between the jurisdiction of individual U.S. states and the federal government, generally three miles to 200 miles off the coast. Arctic National Wildlife Refuge (ANWR): Oil or drilling in the ANWR, a 19-million-acre area that lies in the northeast corner of Alaska, a portion of which could be designated for oil and natural gas exploration. U.S. Domestic Access: Access to or exploration of U.S. energy resources. Oil Shale: An organic-rich sedimentary rock that can be used to produce liquid hydrocarbons or converted into various forms of oil. Oil Sands: Unconventional oil that comprises a natural mixture of sand, water and a form of petroleum called bitumen. Natural Gas: Natural gas supply in the United States.

 

  

Chevron Pulse Report - July 2008 - December 2009 Edition

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Energy Resources
Energy Security

Topics Explored in the Online Conversation, continued
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 - July 2008 - December 2009 Edition

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Energy Resources

Volume and Net Sentiment of Online Conversations
The online conversation about Energy Resources was negative in sentiment overall. Energy Reserves was the largest driver of online discussion.
High Volume/ Negative Sentiment 1,800,000 1,600,000 1,400,000 1,200,000

July 1, 2008 – December 31, 2009

High Volume/ Positive Sentiment

Energy Reserves

1,000,000
Volume of Online Conversations 800,000 600,000 400,000 200,000 0 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

Access Energy Security

Chart 2.1

Low Volume/ Negative Sentiment
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Sentiment of Online Conversations
Prepared by Edelman

Low Volume/ Positive Sentiment
© 2010 Chevron Corporation | 20

Chevron Pulse Report - July 2008 - December 2009 Edition

Energy Resources

Volume of Online Conversations
Capacity was the largest share of conversation, followed by Energy Reserves and the Outer Continental Shelf (OCS).

4Q09 Volume of Conversation
(Percentage of 5,869,000Total)
OCS* U.S. Domestic Access Oil Shale 1.38% 0.78%

10 of 15 Energy Resources Subtopics July 1, 2008 – December 31, 2009
11.71%

Oil Sands
Energy Reserves Peak Oil Capacity Energy Security Energy Independence "Foreign" Oil

3.25%
12.86% 9.67% 25.98% 7.57% 5.56% 4.59%

0%
*

5%

10%

15%

20%

25%

30%

Percentage of Online Conversations About Energy Resources – 2.6 Million Total
*Outer Continental Shelf

Chart 2.2
Chevron Pulse Report - July 2008 - December 2009 Edition | Prepared by Edelman © 2010 Chevron Corporation | 21

Energy Resources

Net Sentiment and Sentiment Volume of Online Conversations
Energy Security was the most favorable conversation, with a net sentiment of 3.19.
10 of 15 Energy Resources Subtopics July 1, 2008 – December 31, 2009
Category Net Sentiment 15,000 Sentiment Volume* Negative Positive 10,000 5,000 3,855 686 290 1,875 3,961 1,924 OCS** U.S. Domestic Access Oil Shale

Oil Sands

Energy Reserves

Peak Oil Capacity

Energy Security

Energy “Foreign” Independence Oil

2.75

2.78

2.47

2.51

2.49

2.38

3.04
11,304

3.19

3.15

2.28

7,277 3,702

1,872

0
-5,000 -10,000 -15,000 – 5,216 – 948 – 486 – 3,413 – 8,461 – 4,557 – 9,830 – 2,869 – 4,839

– 5,246

Neutral Volume Chart 2.3

75,758

12,328

7,756

21,820

112,039

32,652

207,300

94,565

35,444

28,867

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

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Energy Resources

Sentiment Trends of Online Conversations
Energy Security and Energy Independence were the only two subtopics where the online conversation was neutral to positive throughout the 18-month period.
July 1, 2008 – December 31, 2009
1Q09 2.70 2.82 2.26 2.66 2.69 2.48 10 of 15 Energy Resources Subtopics Outer Continental Shelf U.S. Domestic Access Oil Shale Oil Sands Energy Reserves Peak Oil 2.48 2.54 2.24 2.75 2.55 2.44 2.69 2.61 1.64 2.21 2.43 2.72 2.76 3.00 2.35 2.53 2.68 2.33 3.05 2.93 2.46 2.36 2.49 2.39 2.96 2.78 3.34 2.52 2.44 2.27 3Q08 4Q08 2Q09 3Q09 4Q09

Capacity
Energy Security Energy Independence “Foreign “Oil

2.63
3.15 2.97 2.36

2.88
3.63 3.08 2.36

3.32
3.16 3.23 2.23

3.20
3.16 3.31 2.40

3.21
3.15 3.18 2.20

3.01
3.07 2.91 2.19

Chart 2.4

Sentiment Trends of Online Conversations Legend:

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

>.10 Change: Positive Negative
© 2010 Chevron Corporation | 23

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Energy Resources
High Volume/ Negative Sentiment 350,000

Access: Volume and Net Sentiment of Online Conversations
All subtopics about Access were negative in sentiment. Conversation about Outer Continental Shelf (OCS) generated a markedly higher level of online conversation volume than the other subtopics.
July 1, 2008 – December 31, 2009
High Volume/ Positive Sentiment

300,000

OCS**

250,000

200,000 Volume of Online Conversations 150,000

100,000

50,000

ANWR* Oil Shale

Oil Sands Natural Gas U.S. Domestic Access

0 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 Low Volume/ Negative Sentiment Low Volume/ Positive Sentiment

Sentiment of Online Conversations
*Arctic National Wildlife Refuge **Outer Continental Shelf

Chart 2.5

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Energy Resources

Access: Volume Trend of Online Conversations
Outer Continental Shelf (OCS) saw the greatest change in online conversation volume over the 18-month period. 100,000
Access*

90,000
Online Conversation Volume 80,000 70,000 60,000 50,000 40,000 30,000 20,000 10,000 0 3Q08
Chart 2.6
Chevron Pulse Report - July 2008 - December 2009 Edition |

OCS*** ANWR** U.S. Domestic Access Oil Sands Natural Gas

4Q08

1Q09

2Q09

3Q09

4Q09

*Five of six subtopics about Access **Arctic National Wildlife Refuge ***Outer Continental Shelf

Prepared by Edelman

© 2010 Chevron Corporation

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Energy Resources
High Volume/ Negative Sentiment 800,000 700,000 600,000 500,000 Volume of Online Conversations 400,000

Energy Reserves: Volume and Net Sentiment of Online Conversations
Capacity was the only positive, high-volume subtopic of conversation about Energy Reserves.
July 1, 2008 – December 31, 2009
High Volume/ Positive Sentiment

Capacity

Energy Reserves
300,000

Peak Oil
200,000 100,000 0 1.0 1.5 Low Volume/ Negative Sentiment

Refineries Energy Supply SPR*
2.0 2.5 3.0 3.5 4.0 4.5 5.0 Low Volume/ Positive Sentiment

Sentiment of Online Conversations
*Strategic Petroleum Reserve

Chart 2.7

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Energy Resources

Energy Reserves: Volume Trend of Online Conversations
The volume of conversation about Capacity decreased significantly from the start of 2009; however, the volume of conversation about other Energy Reserves subtopics decreased and then rose again.
Energy Reserves*

160,000 150,000 140,000 130,000 Online Conversation Volume 120,000 110,000 100,000 90,000 80,000 70,000 60,000 50,000 40,000 30,000 20,000 10,000 0
Chart 2.8

Energy Reserves Peak Oil Capacity Refineries Energy Supply

3Q08

4Q08
|

1Q09
Prepared by Edelman

2Q09

3Q09

4Q09
© 2010 Chevron Corporation | 27

*Five of six subtopics about Energy Reserves

Chevron Pulse Report - July 2008 - December 2009 Edition

Energy Resources
High Volume/ Negative Sentiment

Energy Security: Volume and Net Sentiment of Online Conversations
Conversation about “Foreign” Oil was low in volume and negative in sentiment. Energy Security and Energy Independence were both at high levels of volume, with positive sentiment.
July 1, 2008 – December 31, 2009
250,000 High Volume/ Positive Sentiment

200,000

Energy Security

150,000 Volume of Online Conversations 100,000

Energy Independence “Foreign” Oil

50,000

0 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 Low Volume/ Negative Sentiment Low Volume/ Positive Sentiment

Sentiment of Online Conversations

Chart 2.9

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Energy Resources
150,000 140,000 130,000 120,000 Online Conversation Volume 110,000 100,000 90,000 80,000 70,000

Energy Security: Volume Trend of Online Conversations
Energy Security conversations experienced a considerable drop in volume during the last two quarters of 2008.
Energy Security

Energy Security Energy Independence "Foreign" Oil

60,000
50,000 40,000 30,000 20,000 10,000 0 3Q08 4Q08 1Q09 2Q09 3Q09 4Q09

Chart 2.10
Chevron Pulse Report - July 2008 - December 2009 Edition | Prepared by Edelman © 2010 Chevron Corporation | 29

Energy Resources
Blog
BNET/Energy
Energy Bulletin Energy & Capital Energy Outlook NewsWatch: Energy Peak Oil News R-Squared Energy Blog

Sample of Influencers Active in the Online Conversation
Link
http://industry.bnet.com/energy
http://www.energybulletin.net/ http://www.energyandcapital.com/ http://energyoutlook.blogspot.com http://blogs.chron.com/newswatchenergy/ http://peakoil.com http://i-r-squared.blogspot.com

Description
BNet.com's Energy blog provides analysis on a wide range of issues involving the energy sector including energy policy, green business, energy research and technologies.

The Energy Bulletin provides information about peak oil, energy production and implications of peak oil. Energy and Capital features insights on energy investment strategies and insights, as well as perspectives on the latest energy issues and energy economy.
The Energy Outlook shares insights, information and discussion surrounding a spectrum of issues related to the energy industry. The Houston Chronicle's NewsWatch: Energy Blog is a source for news, analysis and conversation about developments and issues pertaining to the energy industry. Peak Oil News distributes analysis and information exploring the prospective depletion of the world's oil supply The R-Squared Energy blog aims to foster objective discussions about energy and sustainability and alternative solutions. The Energy Blog covers a range of energy issues from fossil fuels to renewable energy. The site is focused on an "Energy Revolution," characterized as the growing need to supplement fossil fuels with alternative energy resources. The Energy Collective is a collaborative blog where a number of contributing energy experts weigh-in on relevant energy news, resources, technologies, policy and more. The Oil Drum is an online destination for conversation about peak oil and relevant topics pertaining to the current and future energy supply.
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The Energy Blog The Energy Collective The Oil Drum

http://thefraserdomain.typepad.com/energy/ http://www.theenergycollective.com/ http://www.theoildrum.com/
| Prepared by Edelman

Chevron Pulse Report - July 2008 - December 2009 Edition

The Online Conversation About:

ENERGY AND TECHNOLOGY

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Energy and Technology

Summary of the Online Conversation
 There were 12.8 million posts about Energy and Technology that surfaced online from July 2008 through December 2009. Edelman examined 4 million of these posts to gain insights about the conversation’s sentiment and volume, as well as the key topics driving this discussion online.  Overall, the tone of the online conversation about Energy and Technology was quite positive, with a sentiment of 3.45 on a 5-point Likert scale.  However, changes in the sentiment occurred over the course of the 18month period, with the most positive sentiment occurring during spring 2009.  The conversation volume also changed over time, with the highest level of conversation happening in late summer 2008 and again at the end of 2009.
KEY ENERGY AND TECHNOLOGY TOPICS EXAMINED: • Energy Efficiency

• Technology and Innovation
• Alternatives and Renewables

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Energy and Technology
Energy Efficiency

Topics Explored in the Online Conversation
Technology and Innovation
   Deepwater: Exploring and producing oil and gas off the coastline in water depths of1,000 ft or more. Energy Technologies: Technological processes or innovations associated with producing energy. Fuel Cell: An electrochemical cell that combines a fuel source (e.g., hydrogen) with an oxidant (e.g., water) to produce an electrical current, commonly used to power vehicles. Directional Drilling: Drilling nonvertical wells that can extract oil and natural gas from a single point across a vast territory. Gas-to-Liquids (GTL): Converting gaseous compounds into hydrocarbon-based liquids such as gasoline. Intercropping: Energy industry’s adoption of the agricultural practice of growing one crop between the rows of another crop of a separate source; commonly used to harvest biomass. Steamflooding: Enhanced oil recovery process of injecting steam into heavy-oil reservoirs to heat the crude oil underground, reducing its viscosity and allowing its extraction through wells.
© 2010 Chevron Corporation | 33

Energy Efficiency: Reducing the amount of energy needed to perform a process, from heating a home to powering a factory. Fuel Efficiency: Efficiency of a particular vehicle measured by its total output (e.g., mileage) in comparison to amount of input (e.g., fuel). Also related to fuel economy indicated by miles per gallon (mpg) or kilometers per liter (km/L). Energy Conservation: Reduction of energy consumption. Energy Efficiency Policy: Local, state and national policies designed to reduce the amount of energy used through incentives, tax credits and other policy mechanisms. Fuel Efficiency Policy: Regulations and legislation at the local, state and national levels, such as emissions performance standards, that are used to set new thresholds in emission control technology.

 

Chevron Pulse Report - July 2008 - December 2009 Edition

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Prepared by Edelman

Energy and Technology
Technology and Innovation, continued
  Energy Innovation: Advancements made in the development of energy sources. Gasification: Producing gas from coal in order to convert it into transportation fuels like gasoline or diesel.

Topics Explored in the Online Conversation, continued
 Cleantech: Energy products and services that increase efficiency while reducing costs, energy consumption and environmental impact. Hydraulic fracturing: Recovery of natural gas and oil from rock formations deep below the earth’s surface through the injection of fluid pressure into targeted fractures in the rock. This creates a path between the reservoir to the well, increasing the amount of oil and natural gas that can be recovered. Seismic Imaging/Visualization: 3-D imaging of subsurface geology that helps petroleum engineers identify possible oil– and gas–bearing formations. The images show a reservoir at different stages of depletion, allowing engineers to improve recovery and produce resources more efficiently. Enhanced Oil Recovery: Technologies such as thermal recovery or gas injection that can be used to increase the amount of oil that can be extracted from an oil field.


Solar-to-Steam: Generation of steam from captured sunlight to carry out heavy oil extraction.
Liquefied Natural Gas (LNG): Liquid form of natural gas for easier storage and/or transportation of natural gas to markets. Exploration and Development: Exploratory ventures and developments of energy resources. Carbon Capture and Storage (CCS): Family of technologies that provide capture and storage of carbon dioxide emissions in deep geological formations. Carbon Capture: Capturing and compressing of carbon dioxide in the CCS process. Carbon Sequestration: Geo-engineering technique used for the long-term storage of carbon dioxide. 

 

 

Chevron Pulse Report - July 2008 - December 2009 Edition

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Energy and Technology
Alternatives and Renewables

Topics Explored in the Online Conversation, continued
Biofuels: Fuels produced from renewable biological resources, including vegetable oil– and animal fat– based diesel fuels. Ethanol: Flammable, colorless liquid that can be used as a fuel or fuel additive. Alternatives and Renewables: Nontraditional sources of energy and those that can be produced from naturally replenishing resources, such as solar, wind or wave power. Geothermal: A source of energy that is generated by extracting heat from the earth. Solar: Generation of electricity from sunlight.     Ocean: Energy generation through the movement of ocean surface waves. Algae: Use of the photosynthetic organism algae to create a biofuel by converting carbon dioxide and sunlight into oxygen and biomass. Cellulosic Ethanol: Biofuel produced from wood, grasses or nonedible plant parts. Corn-Based Ethanol: Form of ethanol produced from corn through industrial fermentation and distillation. Nonfood Biofuels: Ethanol produced from nonfood crops for waste biomass, such as the stalks of wheat and wood. Biohydrocarbons: Fuel source produced by mixing biomass feedstock of plants with hydrogen and another chemical catalyst. Clean Energy: Energy sources that do not pollute when used.

 

 


Wind: Power of wind converted into a usable form of energy that can be harnessed to produce electricity.
Hydrogen: Generating power from hydrogen and fuel cells, which are electrochemical cells that generate electricity through the reactions between hydrogen and water. Nuclear: Energy produced from controlled nuclear reactions.

Chevron Pulse Report - July 2008 - December 2009 Edition

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© 2010 Chevron Corporation

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Energy and Technology

Volume and Net Sentiment of Online Conversations
The Alternatives and Renewables conversation had the highest volume of conversation among the key Energy and Technology topics. Energy Efficiency was the most positive in sentiment.
High Volume/ Negative Sentiment

July 1, 2008 – December 31, 2009

6,000,000

High Volume/ Positive Sentiment

Alternatives and Renewables
5,000,000

Technology and Innovation
4,000,000

Volume of Online 3,000,000 Conversations

Energy Efficiency

2,000,000

1,000,000

0

Chart 3.1

1.0 1.5 Low Volume/ Negative Sentiment

2.0

2.5

3.0

3.5

4.0

Sentiment of Online Conversations
| Prepared by Edelman

4.5 5.0 Low Volume/ Positive Sentiment
© 2010 Chevron Corporation | 36

Chevron Pulse Report - July 2008 - December 2009 Edition

Energy and Technology
Volume of Online Conversations
Energy Technologies was the largest conversation, followed by Solar and Liquefied Natural Gas (LNG).
10 of 39 Energy and Technology Subtopics July 1, 2008 – December 31, 2009
Biofuels Solar Wind 6.28% 2.74% 7.81%

Nuclear
Energy Efficiency Energy Conservation Deepwater Energy Technologies Liquefied Natural Gas Carbon Capture 0.45% 0.27% 4.42%

5.80%

5.91%

13.11% 7.30%

0%

2%

4%

6%

8%

10%

12%

14%

Percentage of Online Conversations About Energy and Technology – 12.8 Million Total

Chart 3.2
Chevron Pulse Report - July 2008 - December 2009 Edition | Prepared by Edelman © 2010 Chevron Corporation | 37

Energy and Technology

Net Sentiment and Sentiment Volume of Online Conversations
Energy Efficiency was the most favorable conversation, followed by Solar and Wind. Nuclear was the most negative.
10 of 39 Energy and Technology Subtopics July 1, 2008 – December 31, 2009
Category Net Sentiment 50,000 40,000 30,000 20,000 10,000 0 -10,000 -20,000 -30,000 -40,000 -50,000 Biofuels Solar Wind Nuclear Energy Conservation Deepwater Energy Liquefied Efficiency Technologies Natural Gas Carbon Capture

3.39

3.68
35,016

3.45

2.59

3.96
40,681

2.68

3.79

3.18

3.20

3.38

Sentiment Volume*

Negative Positive

32,832 20,903

10,971

21,754 4,904 355 – 104 – 15,505

10,053

847

– 6,097

– 13,607

– 7,831 – 17,529 – 37,806

– 7,408

– 7,795

– 511

Neutral Volume

159,819

314,486

334,650

269,874

269,166

81,722

6,512

336,253

89,458

10,113

Chart 3.3

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

Chevron Pulse Report - July 2008 - December 2009 Edition

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© 2010 Chevron Corporation

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38

Energy and Technology

Sentiment Trends of Online Conversations
The online conversation about Energy Technologies was mostly positive, with the exception of Nuclear and Energy Conservation being negative.
July 1, 2008 – December 31, 2009
1Q09 3.54 3.66 3.42 2.30 4.03 2.83 4.05 3.33 3.08 10 of 39 Energy and Technology Subtopics Biofuels Solar Wind Nuclear Energy Efficiency Energy Conservation Deepwater Energy Technologies Liquefied Natural Gas 3.19 3.72 3.34 2.42 4.08 2.60 3.88 3.29 2.69 3.33 3.76 3.66 2.47 3.52 2.49 3.60 2.96 3.13 3.43 3.83 3.78 2.82 4.01 2.62 3.79 3.38 3.12 3.48 3.87 3.47 2.85 4.05 2.72 3.92 3.28 2.91 3.35 3.53 3.04 2.45 4.05 2.72 3.58 3.08 3.38 3Q08 4Q08 2Q09 3Q09 4Q09

Carbon Capture

2.91

3.23

2.92

3.34

3.16
>.10 Change: Positive Negative

3.54

Sentiment Trends of Online Conversations Legend: Chart 3.4
Chevron Pulse Report - July 2008 - December 2009 Edition | Prepared by Edelman

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

© 2010 Chevron Corporation

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39

Energy and Technology

Energy Efficiency: Volume and Net Sentiment of Online Conversations
Online conversations around Fuel Efficiency and Energy Efficiency were high in volume and positive in sentiment.
High Volume/ Negative Sentiment 900,000 800,000 700,000 600,000

July 1, 2008 – December 31, 2009

High Volume/ Positive Sentiment

Fuel Efficiency Energy Conservation

Energy Efficiency

500,000 Volume of Online Conversations
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

Fuel Efficiency Policy

Energy Efficiency Policy

Chart 3.5

Low Volume/ Negative Sentiment
|

Sentiment of Online Conversations
Prepared by Edelman

Low Volume/ Positive Sentiment
© 2010 Chevron Corporation | 40

Chevron Pulse Report - July 2008 - December 2009 Edition

Energy and Technology

Energy Efficiency: Volume Trend of Online Conversations
Conversations about Energy Efficiency peaked in the fourth quarter of 2009, tripling in volume compared with the third quarter of 2009.
Energy Efficiency

200,000 180,000 160,000 Online Conversation Volume 140,000 120,000 100,000 80,000 60,000 40,000 20,000
Chart 3.6

Energy Efficiency Fuel Efficiency Energy Conservation Energy Efficiency Policy Fuel Efficiency Policy

0 3Q08 4Q08
|

1Q09

2Q09

3Q09

4Q09
© 2010 Chevron Corporation | 41

Chevron Pulse Report - July 2008 - December 2009 Edition

Prepared by Edelman

Energy and Technology

Technology and Innovation: Volume and Net Sentiment of Online Conversations
The majority of Technology and Innovation subtopics had a low volume of conversation with a positive sentiment.
High Volume/ Negative Sentiment

July 1, 2008 – December 31, 2009

1,800,000
1,600,000 1,400,000 Volume of Online 1,200,000 Conversations 1,000,000 800,000 600,000 400,000 200,000 0 Chart 3.7

High Volume/ Positive Sentiment

Energy Technologies

Exploration and Development Liquefied Natural Gas

Innovation

Hydraulic Fracturing
1.0 1.5 Low Volume/ Negative Sentiment 2.0
|

B A
2.5 3.0

H D F GI J K E
3.5

M

C

L

N
4.5 5.0 Low Volume/ Positive Sentiment

A. Directional Drilling B. Carbon and Sequestration C. Solar-to-Steam D. Carbon Capture E. Intercropping F. Hydraulic Fracturing G. Gasification H. Fuel Cell I. Gas-to-Liquids J. Deepwater K. Seismic Visual/Imaging L. Steamflooding M. Cleantech N. Oil Recovery

4.0

Sentiment of Online Conversations
Prepared by Edelman

Chevron Pulse Report - July 2008 - December 2009 Edition

© 2010 Chevron Corporation

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42

Energy and Technology

Technology and Innovation: Volume Trend of Online Conversations
Technology and Innovation subtopics had a similar online conversation volume trend throughout the 18-month period, decreasing in volume at the end of 2008 and then increasing in 2009.
Technology and Innovation*

380,000 360,000 340,000 320,000 300,000 280,000 260,000 240,000 220,000 200,000 180,000 160,000 140,000 120,000 100,000 80,000 60,000 40,000 20,000 0 3Q08 4Q08
|

Online Conversation Volume

Energy Technologies Innovation Fuel Cell Liquefied Natural Gas Exploration and Development

Chart 3.8

1Q09

2Q09

3Q09

4Q09
© 2010 Chevron Corporation | 43

*Five of 19 subtopics about Technology and Innovation

Chevron Pulse Report - July 2008 - December 2009 Edition

Prepared by Edelman

Energy and Technology

Alternatives and Renewables: Volume and Net Sentiment of Online Conversations
The majority of subtopics had a low volume of conversation with a positive sentiment.
1,200,000 High Volume/ Negative Sentiment

July 1, 2008 – December 31, 2009

High Volume/ Positive Sentiment

1,000,000

Alternatives and Renewables

Solar

800,000 Volume of Online Conversations

Nuclear

Wind

600,000

Ethanol
400,000

Biofuels Hydrogen

Clean Energy Geothermal

200,000

0
1.0 1.5 2.0

Ocean Algae Cellulosic Ethanol Corn-Based Nonfood Biofuels Ethanol Biohydrocarbons
2.5 3.0 3.5 4.0 4.5 5.0 Low Volume/ Negative Sentiment
|

Chart 3.9

Sentiment of Online Conversations
Prepared by Edelman

Low Volume/ Positive Sentiment
© 2010 Chevron Corporation | 44

Chevron Pulse Report - July 2008 - December 2009 Edition

Energy and Technology

Alternatives and Renewables: Volume Trend of Online Conversations
Ethanol dropped in online conversation volume from the third quarter of 2008 to the first quarter of 2009 and remained fairly flat for the remainder of the year.
Alternatives and Renewables*

220,000 200,000 180,000 Online Conversation Volume 160,000

140,000
120,000 100,000 80,000 60,000 40,000 20,000

Ethanol Alternatives and Renewables Solar Wind Nuclear

Chart 3.10

0 3Q08 4Q08
|

1Q09

2Q09

3Q09

4Q09
© 2010 Chevron Corporation | 45

Chevron Pulse Report - July 2008 - December 2009 Edition

*Five of 15 subtopics about Alternatives and Renewables

Prepared by Edelman

Energy and Technology
Blog
AutoblogGreen Cleantech Blog CleanTechnica Earth2Tech EcoGeek Gas 2.0 GreenTech Media

Sample of Influencers Active in the Online Conversation
Link
http://www.autobloggreen.com http://www.cleantechblog.com/ http://cleantechnica.com/ http://www.earth2tech.com http://www.ecogeek.com http://gas2.org/ http://www.greentechmedia.com/

Description
AutoblogGreen is a blog devoted to the discussion of green automotive technology. Cleantech Blog writes about news and technology relating to energy, the environment and climate change. CleanTechnica is an online destination for conversation about clean energy technology. Earth2Tech is a blog focused on clean technology, automotive, and environmental-friendly technology policy. EcoGeek covers issues lying at the cross-section between energy and technology. Gas 2.0 is dedicated to the sharing of ideas, solutions and information for moving beyond petroleum-based fuels. GreenTech Media is a site targeting green businesses and entrepreneurs with "daily news and market analysis about the end-to-end cleantech market" including solar, smart grid and other emerging energy sectors. RenewableEnergyWorld supplies insights and information about the renewable energy industry, with specific interest in products, businesses and services. Sustainablog aims at connecting people, companies, technology, and ideas around the movement toward a more sustainable future. The Daily Green offers online visitors daily access to eco-friendly news and trends, advocating the importance of living green and finding energyefficient solutions.
© 2010 Chevron Corporation | 46

Renewable Energy World http://www.renewableenergyworld.com Sustainablog The Daily Green www.sustainablog.org http://www.thedailygreen.com/
| Prepared by Edelman

Chevron Pulse Report - July 2008 - December 2009 Edition

The Online Conversation About:

ENERGY AND ENVIRONMENT

Chevron Pulse Report - July 2008 - December 2009 Edition

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47

Energy and Environment
Summary of the Online Conversation
 There were more than 10 million posts about Energy and Environment from July 2008 through December 2009. Climate Change made up two-thirds of the conversation about Energy and Environment during the 18-month period, with 6.4 million posts.  The volume of online discussion was highest during the final quarter of 2009, when the discussion of Environmental Policy, Global Warming and Copenhagen peaked.  While the online conversation about Environment, Resources and Policy was positive (3.15), the discussion of Climate Change was quite negative (2.39).

 Among the Environment, Resources and Policy subtopics, Sustainability was the most positive in sentiment (3.84).  Ten of the 13 subtopics related to Climate Change were negative in sentiment, with online conversation about the U.S. Environmental Protection Agency (EPA) and Carbon being the most negative, followed closely by discussions of the Intergovernmental Panel on Climate Change (IPCC).
KEY ENERGY AND ENVIRONMENT TOPICS EXAMINED:

Environment, Resources and Policy
Climate Change

Chevron Pulse Report - July 2008 - December 2009 Edition

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Energy and Environment
Environment, Resources and Policy
 Sustainability: Sustaining the supply of various energy resources with minimal effects on the environment. Environment and Oil: The environment and oil in either a refined or unrefined state.

Topics Explored in the Online Conversation
Climate Change
 Greenhouse Gas (GHG): Encompasses any of the gases whose absorption of solar radiation is responsible for the atmospheric heating phenomenon known as the greenhouse effect. Carbon Tax: An environmental tax on carbon dioxide emissions that could be implemented by taxing the burning of fossil fuels (e.g., coal, oil) to raise revenues and increase the competitiveness of noncarbon technologies. Cap-and-Trade: An administrative approach to controlling emissions by providing economic incentives for achieving reductions in the emissions of pollutants. Intergovernmental Panel on Climate Change (IPCC): An intergovernmental body tasked with evaluating the risk of climate change. The panel was established in 1988 by two organizations under the United Nations. Kyoto: The Kyoto Protocol, aimed at combating climate change; initially adopted on December 11, 2007, in Kyoto, Japan.


Environment and Gas: The environment and natural gas.
Environment and Alternatives: The environment and alternative energy sources, including solar, wind and geothermal. Environment and Clean Energy: The environment and nonpolluting resources such as nuclear power. Environmental Policy: Environmental policy, legislation and regulations at the local, state, national and international levels. Environmental Protection Agency (EPA) and Energy: Energy issues related to the EPA, the federal agency that sets and enforces rules and standards to protect the environment.  

 

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Energy and Environment
Climate Change, continued
 Emission Control: Standards and regulations controlling the amount of pollutants released into the environment by motor vehicles, industry facilities and smaller power equipment such as tractors. Low Carbon Fuel: Lower carbon-emitting fuels, including some alternative fuels or natural gas. Climate and Energy: Energy sources, in relation to climate change. Global Warming and Global Cooling: Changes in the earth's average atmospheric temperature and corresponding changes in climate. Climate Policy: Legislation designed to regulate the emissions of greenhouse gas emissions. Copenhagen: Commonly referred to as the Copenhagen summit, the 2009 United Nations Climate Change Conference was held in Copenhagen, Denmark December 7–18. Global leaders met to negotiate a framework for climate change mitigation around the world.

Topics Explored in the Online Conversation, continued
 AB32: California’s climate law, formally known as the Global Warming Solutions Act of 2006, that established a timetable to bring California into near compliance with the provisions of the Kyoto Protocol. Enforced by the California Air Resources Board (CARB), the law requires a plan to reduce the state's greenhouse gas emissions to 1990 levels by 2020. EPA and Carbon: In 2007, the U.S. Supreme Court held that the EPA has the right to regulate the emission of greenhouse gases under the Clean Air Act “unless it is able to provide a scientific reason for not doing so.” The EPA exercised its authority on December 7, 2009, when it publicly finalized an “Endangerment Finding” on greenhouse gases.

  

 

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Energy and Environment

Volume and Net Sentiment of Online Conversations
Climate Change had a higher level of online conversation volume than Environment, Resources and Policy, but the sentiment of the conversation was negative.
High Volume/ Negative Sentiment 7,000,000

July 1, 2008 – December 31, 2009

High Volume/ Positive Sentiment

6,000,000

Climate Change

5,000,000

4,000,000

Environment, Resources and Policy

Volume of Online Conversations
3,000,000

2,000,000

1,000,000

0 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

Chart 4.1

Low Volume/ Negative Sentiment
|

Sentiment of Online Conversations
Prepared by Edelman

Low Volume/ Positive Sentiment
© 2010 Chevron Corporation | 51

Chevron Pulse Report - July 2008 - December 2009 Edition

Energy and Environment
Volume of Online Conversations
Global Warming and Cooling had the highest percentage of the conversation volume among Energy and Environment subtopics, followed by Environmental Policy.
10 of 20 Energy and Environment Subtopics July 1, 2008 – December 31, 2009
Sustainability

5.11% 7.04% 7.94%

Environment and Oil
Environment and Alternatives Environmental Policy Carbon Tax Cap-and-Trade IPCC* Copenhagen Global Warming and Cooling Climate Policy

12.23%
1.16% 4.32% 1.70% 3.37% 25.81% 10.30%

0%

5%

10%

15%

20%

25%

30%

Percentage of Online Conversations About Energy and Environment – 10.3 Million Total
*Intergovernmental Panel on Climate Change

Chart 4.2
Chevron Pulse Report - July 2008 - December 2009 Edition | Prepared by Edelman © 2010 Chevron Corporation | 52

Energy and Environment

Net Sentiment and Sentiment Volume of Online Conversations
Among Energy and Environment subtopics, Sustainability was the most favorable conversation, with a net sentiment of 3.84. Intergovernmental Panel on Climate Change (IPCC) was the most negative, with a net sentiment of 2.17.
10 of 20 Energy and Environment Subtopics July 1, 2008 – December 31, 2009
Category Sustainability Environment Environment Environmental Carbon Cap-and-Trade
and Oil and Alternatives Policy

IPCC**

Tax

Copenhagen Global Warming Climate and Cooling Policy

Net Sentiment 60,000 Sentiment Volume* Negative Positive 40,000 20,000 0 -20,000 -40,000 -60,000

3.84
10,778

2.72

3.77

2.91

2.51

2.48

2.17

2.34
18,008

2.32
43,264

2.49

9,044

7,791

4,258

1,244

8,547

1,172 – 5,184 – 47,924

5,815

– 2,343

– 13,182

– 1,974

– 4,803

– 2,766

– 16,667

– 12,714

-80,000
-100,000 -120,000 Neutral Volume 99,785 159,728 73,169 82,321 17,611 95,715 75,824

– 108,295 387,747 513,398 116,083

Chart 4.3

*Number of positive, negative and neutral posts rated by the SM2 social media monitoring tool **Intergovernmental Panel on Climate Change

Chevron Pulse Report - July 2008 - December 2009 Edition

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© 2010 Chevron Corporation

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53

Energy and Environment

Sentiment Trends of Online Conversations
Conversation about Sustainability and Environment and Alternatives was positive throughout the 18-month period.
July 1, 2008 – December 31, 2009
10 of 20 Energy and Environment Subtopics Sustainability Environment and Oil Environment and Alternatives Environmental Policy Carbon Tax Cap-and-Trade Intergovernmental Panel on Climate Change Copenhagen Global Warming and Cooling Climate Policy 2.48 2.79 2.72 2.61 2.61 2.41 2.98 2.36 3.19 2.28 3.81 2.52 3.28 2.39 2.85 2.33 2.29 2.27 2.97 2.30 3.23 2.00 3.22 2.68 2.94 1.96 3.13 2.46 2.53 2.13 2.95 2.79 2.50 1.86 2.97 2.83 2.47 1.82 2.85 1.76 2.22 2.26 3.80 2.86 3.52 3.68 2.74 3.69 3.87 2.93 3.58 3.87 2.63 3.76 3.81 2.80 3.89 3.85 2.67 3.80 3Q08 4Q08 1Q09 2Q09 3Q09 4Q09

Sentiment Trends of Online Conversations Legend: Chart 4.4
Chevron Pulse Report - July 2008 - December 2009 Edition | Prepared by Edelman

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

>.10 Change: Positive Negative
© 2010 Chevron Corporation | 54

Environment, Resources and Policy: Volume and Net Sentiment of Online Conversations
High Volume/ Negative Sentiment

Energy and Environment

Environment and Alternatives was the only positive, high-volume subtopic of conversation in the Environment, Resources and Energy category.
July 1, 2008 – December 31, 2009
High Volume/ Positive Sentiment 1,400,000

1,200,000

Environmental Policy

1,000,000

800,000 Volume of Online Conversations

Environment and Alternatives
Environment and Oil Sustainability

600,000

400,000

EPA* and Energy
200,000

Environment and Gas

Environment and Clean Energy

0 1.0 1.5 2.0 2.5 3.0 3.5

*Environmental Protection Agency

4.0

4.5

5.0

Chart 4.5

Low Volume/ Negative Sentiment
|

Sentiment of Online Conversations
Prepared by Edelman

Low Volume/ Positive Sentiment
© 2010 Chevron Corporation | 55

Chevron Pulse Report - July 2008 - December 2009 Edition

Energy and Environment

Environment, Resources and Policy: Volume Trend of Online Conversations
360,000 340,000 320,000 300,000 280,000 260,000 240,000 220,000 200,000 180,000 160,000 140,000 120,000 100,000 80,000 60,000 40,000 20,000 0 3Q08
Environment, Resources and Policy*

Environmental Policy had a sharp increase in conversation volume from the third to fourth quarter of 2009.

Online Conversation Volume

Sustainability Environment and Oil Environment and Alternatives Environmental Policy EPA** and Energy

Chart 4.6

4Q08
|

1Q09

2Q09

3Q09

4Q09
© 2010 Chevron Corporation | 56

*Five of seven subtopics about Environment, Resources and Policy **Environmental Protection Agency

Chevron Pulse Report - July 2008 - December 2009 Edition

Prepared by Edelman

Energy and Environment
High Volume/ Negative Sentiment

Climate Change: Volume and Net Sentiment of Online Conversations
Global Warming and Cooling had a higher level of online conversation volume than all other Climate Change subtopics.
July 1, 2008 – December 31, 2009
3,000,000 High Volume/ Positive Sentiment

Global Warming and Cooling
2,500,000

2,000,000

Volume of Online 1,500,000 Conversations 1,000,000

Climate Policy

Climate and Energy

500,000

0

Cap-and-Trade Greenhouse Gases Copenhagen Carbon Tax Kyoto IPCC* A B C EPA** and Carbon
1.0 1.5 Low Volume/ Negative Sentiment 2.0 2.5 3.0 3.5 4.0 Sentiment of Online Conversations
*Intergovernmental Panel on Climate Change **Environmental Protection Agency

A. Low-Carbon Fuel B. AB32 C. Emission Control

4.5 5.0 Low Volume/ Positive Sentiment

Chart 4.7
Chevron Pulse Report - July 2008 - December 2009 Edition |

Prepared by Edelman

© 2010 Chevron Corporation

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57

Energy and Environment

Climate Change: Volume Trend of Online Conversations
There was a fluctuation in conversation volume for Global Warming and Cooling over the 18-month period. The volume of conversation about Climate Policy and Climate and Energy increased from 4Q08 through 4Q09. 600,000 570,000 540,000 510,000 480,000 450,000 420,000 390,000 360,000 330,000 300,000 270,000 240,000 210,000 180,000 150,000 120,000 90,000 60,000 30,000 0 3Q08 4Q08
|

Climate Change*

Online Conversation Volume

Greenhouse Gases Cap-and-Trade Climate and Energy Global Warming and Cooling Climate Policy

Chart 4.8

1Q09

2Q09

3Q09

4Q09
© 2010 Chevron Corporation | 58

*Five of 13 subtopics about Climate Change

Chevron Pulse Report - July 2008 - December 2009 Edition

Prepared by Edelman

Energy and Environment
Blog
Climate Progress Environmental Leader Green Car Congress Green Inc. (NYTimes) Grist Mother Nature Network Sustainablog TreeHugger Triple Pundit Worldchanging

Sample of Influencers Active in the Online Conversation
Link
http://climateprogress.org/ http://www.environmentalleader.com http://www.greencarcongress.com http://greeninc.blogs.nytimes.com/ www.grist.org/ http://mnn.com http://sustainablog.org/ http://www.treehugger.com http://www.triplepundit.com http://www.worldchanging.com

Description
Climate Progress is an online destination for the progressive discussion of climate science, solutions and politics. Environmental Leader is a top online destination for conversation about consumerism and the environment. Green Car Congress is a leading online resource for the discussion of sustainable mobility. Green Inc. is NYTimes.com's sustainability blog dedicated to conversation about the environment and the impact of environmental policy on business. Grist is a leading online resource for conversation about environmental policy. Mother Nature Network (MNN) is an environmental Web site devoted to providing news and information covering a broad scope of environmental and social responsibility issues. Sustainablog is an online resource with conversations that help guide consumers to make environment-friendly choices. Treehugger is a sustainability blog that is a central online resource for a gamut of green news, solutions and information. Triple Pundit centers on issues at the intersection of business and sustainability. Worldchanging provides its visitors with ideas, models and new tools for building a green future.

Chevron Pulse Report - July 2008 - December 2009 Edition

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Prepared by Edelman

© 2010 Chevron Corporation

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Join the Online Conversation About Energy
Quarterly updates of the Chevron Pulse Report will be published at: http://www.chevronpulsereport.com To join the online conversation about energy, visit: http://www.willyoujoinus.com To find out more about Chevron online 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/user/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, Q1 2010 Edition”).

Chevron Pulse Report - July 2008 - December 2009 Edition

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Prepared by Edelman

© 2010 Chevron Corporation

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60

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