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

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

-Social Media Analysis and Insights-

Today’s Presentation

1. 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?

ROI Background

Return 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

Energy Sector Experience

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 key players raises doubts about safety

The Power of OpponentsFinding Common Cause

ROI Social Media Report on the Energy Sector February 2013

What is Social Consent and How is it Shaped?

Listening continually in a wired world is just the start

Learning from social media and public input requires an open mind

Engaging people on many platforms and levels takes time & resources

Adapting communications to address emerging realities is tough

Social Consent = Accountability

Social Engagement

=

Social Consent

Listen

Learn

Engage

Adapt


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


The Ugly: Enbridge Spilling Onto the Front Pages

July 10 “Enbridge Michigan

Pipeline Spill: Company Acted Like 'Keystone

Cops', NTSB Says”Canadian Press

July 2012

“"Learning about Enbridge's poor handling of the rupture, you can't 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”

Aug 1“Enbridge Oil Spill: U.S. Officials Block

Company From Reopening Pipeline

After Wisconsin Incident”

Associated Press


Enbridge Spilling Onto the Front Pages


Enbridge in the CrosshairsTrust Starts with Truth

Douglas Channel “Representation”By Enbridge

Douglas Channel Fly Over by Living Oceans

This spoof has since been removed, but the damage was done,it went viral in hours

http://www.northerngateway.ca/project-details/route-video/

http://www.northerngateway.ca/project-details/route-video/

http://www.livingoceans.org/media/releases/tankers/douglas-channel-tanker-route-video-clarifies-misleading-e

http://www.livingoceans.org/media/releases/tankers/douglas-channel-tanker-route-video-clarifies-misleading-e


Opposition to Northern Gateway -The Continental Divide-

44%

24%

70%66%

-36%

-66%

-23%-16%

Support Oppose

January 2012 January 2012 August 2012August 2012

British Columbia Alberta

Source: Abacus Data and Insights West


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 Enbridge's 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.

Growing Opposition to Northern Gateway

http://www.huffingtonpost.ca/2012/04/12/kinder-morgan-trans-mountain-vancouver_n_1421887.html

http://www.huffingtonpost.ca/2012/04/12/kinder-morgan-trans-mountain-vancouver_n_1421887.html


It all comes down to Green House Gases, and trust:

THE $273 BILLION QUESTION: ENBRIDGE AND THE NORTHERN GATEWAY CONTROVERSY

The Harper government wants to supercharge theCanadian economy by allowing over 200 tankers a year through the waters off British Columbia. Detractors of the so-called Northern Gateway insist a

single oil spill is all it would take to destroy one of the world’s most diverse natural environments. Is the payoff worth the risk?

Growing Skepticism About Canada’s Green Commitment

Feb 19:Alberta plans ‘grand challenge’ to help spur

carbon-reduction technologies


Peter Foster February 19, 2013

Growing Skepticism About Canada’s Competence

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 need enemies. “Woeful” doesn’t begin to describe their performance in addressing environmental criticism, which is at the root of 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.”


It is Easier to Feel Outraged Than to Think About the Facts

TransCanada's Alex Pourbaix Claims Keystone Will Not Measurably Affect Climate Change

Feb 19

Of all the World’s Green House

Gases

Canada contributes

2%The Oilsands

are 5% of Canada’s

GHGs

“Oilsands are the equivalent of 0.1% of

all GHGs”

NATURE | EDITORIAL JAN 29, 2013

Change for goodFirst, 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.


Why is Social Consent Elusive? Accountability, Credibility, Trust

Accountability -is being questioned Credibility -is thin Trust -is broken


Social Media Conversations-Pipelines are a Proxy for Oilsands-

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6955

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46024096

27712997

5300

6391

7781

6251

3202

2546

4593

3800

2762

1986

3116

1712

3084

Pipelines

Oil sands Tar sands

Dec 13Brigadier General On Keystone XL Pipeline: 'All

Americans Should Be Outraged' (VIDEO)http://www.huffingtonpost.com/2012/12/14/brigadier-general-keystone-xl-pipeline_n_2294345.html

Nov 28-30“Susan Rice May Have Major Financial Stake in Keystone Pipeline”

Mother Jones, The Hill.com

Nov 18-19 “Protestors call

on Obama to reject Keystone

XL pipeline”CNN

Dec 12“B.C. native leaders

plan declaration banning pipelines,

tankers and oilsands”Canadian Press

Dec 14“Northern Gateway

hearings turning into showdown over First

Nations rights”Financial Post

Mentions of pipelines, Oilsands/tar sands trend similarly Nov-Dec 2012

http://www.huffingtonpost.com/2012/12/14/brigadier-general-keystone-xl-pipeline_n_2294345.html




6582

36392617

57096125

3627

5145 5443

3076

10497

8480

5038

14783

12914

21342574 2491 2225

11121856

1243767

2010

1086

2057

3669 3629

Social Media Conversations-Discussion of Oilsands & Pipelines-

Mentions of pipelines and oilsands, January 25-February 18, 2013

Jan 25‘‘Bitumen

Bubble’ Roiling Alberta Finances

as Redford Warns of Cuts”

Wall Street Journal

Northern Gateway HearingsWest to East pipeline discussions

Feb 5Oilsands Bust

MacLean's Cover Story

Feb 6“Suncor’s

$1.5B charge puts

Voyageur in doubt”

Feb 13“Obama’s Keystone XL

decision could doom the tar sands … or the planet”

Grist

Oil sands Tar sands

Pipelines

Feb 13Arrests of Celebrities


Total Potential Media Impressions-Pipelines, Oilsands Coverage Diminishing-

6366

7992

7783

8119

16,974

8709

10,940

1503 1649

28523375

17942208

5559

25752089

1278

4072

1025

2098

48485830

Media Impressions of major issues: Pipelines, Oilsands, November 2012

Nov 8 Washington Times

“Keystone pipeline pushed to forefrontObama pressed for

quick decision”

Pipelines

Oil sands

Nov 18-19 “Protestors

call on Obama to reject

Keystone XL pipeline”

CNN

Nov 16“Bipartisan

group of senators requests

meeting with Obama on

Keystone XL pipeline” (In thousands)

Nov 6 US Election Nov 28-30“Susan Rice May Have Major Financial Stake in Keystone Pipeline”

Mother Jones, The Hill.com

Nov 25“B.C. First Nation

members evict pipeline surveyors, set up road block”

Nov 25“TransCanada gas

pipeline may sidestep

environmental review”

Edm Journal


25-J

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1-Feb

2-Feb

3-Feb

4-Feb

5-Feb

6-Feb

7-Feb

8-Feb

9-Feb

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6471 62905444

2689

5358

2980

4331

1928

9562

4734

16045

9748

Total Potential Media Exposure - But Media Focus Shifts to Oilsands-

Media Exposure of Oilsands and Pipelines January 25-February 19, 2013

Pipelines

(In thousands)

Jan 27Protest in

Maine Over tar Sands

shipments through Maine

ports

Jan 28-29John Kerry to lead review of Keystone XL

pipeline (+video)

Oilsands

Feb 5Oilsands Bust

MacLean's Cover Story

Feb 6“Suncor’s $1.5B

charge puts Voyageur in

doubt”

Feb 9 Join the Week

of Action to Stop Tar Sands

Profiteers

Feb 17 DC Rally

Feb 12-13“Obama’s Keystone XL decision could

doom the tar sands … or the planet”

DC rally & arrest of Robert Kennedy Jr. ,

Daryl Hannah


Social Media Sentiment-Sentiment Toward Pipelines is Volatile-

1-Nov

2-Nov

3-Nov

4-Nov

5-Nov

6-Nov

7-Nov

8-Nov

9-Nov

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Tone of mentions of Pipelines in November 2012Nov 8

Keystone pipeline pushed to forefrontObama pressed for quick decision”

Nov 18-19 “Protestors call

on Obama to reject Keystone

XL pipeline”

CNN

Nov 16“Bipartisan group of senators requests meeting with Obama

on Keystone XL pipeline”

Nov 17-18“Pipelines offer

new energy opportunities for Canada:

Alberta premier”

CTV News

Nov 4Kinder Morgan

Pipeline expansion

hearing open in Vancouver

Positive

Negative


Social Media Sentiment-Sentiment Toward Oilsands is More Canadian-

1-Nov

2-Nov

3-Nov

4-Nov

5-Nov

6-Nov

7-Nov

8-Nov

9-Nov

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Tone of mentions of oilsands, tar sands in November 2012

Nov 18-19 “Protestors call on

Obama to reject Keystone XL

pipeline

Nov 16“Bipartisan group of

senators requests meeting with Obama

on Keystone XL pipeline”

Nov 17“Pipelines offer new

energy opportunities for Canada: Alberta premier”

Nov 8 Negative

comments building related to EU Fuel Quality Directive

Nov 5-7 Positive comments

relate to a new Syncrude

I phone App

Nov 5G & M In China,

growing frustration over Canada's

‘outdated’ oil sands

Nov 13-15 “Toxic snow from

Oilsands emissions”

Reject XL petition

Positive

Negative

Nov 19 Join us on November 29 for an evening to celebrate "Extract: The Pipeline Wars”


Kinder Morgan and Trans Mountain Pipeline

Low direct connection High level of business oriented media Some praise among opinion leaders


Defining the Extent of Social Consent for the Three Major Players

Company Brand Presence Imagery and Association

Viral Statistics

Low linkage to Trans Mountain

(40%)

Pipeline, energy, oil, partners, port, Copano,

Houston,Delaware, NYSE , Canada,

KMP, Calpine

Minimal 26% Re-tweets on 647

Tweets

High linkage to Keystone XL(70%)

Keystone, Keystone XL pipeline, Proposed, Obama,

Texas, US, TransCanada relies, project

Extreme79% Re-tweets on 945

Tweets

Direct linkage to Northern Gateway(90%)

Pipeline, oil, spills, creeps, plan, spill response, BC,

proposed, bitumen, project , government, Read,

Considerable44% Re-tweets on 670

Tweets


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Social Media Conversations-Discussion of Major Players-

Mentions of TransCanada, Enbridge and Kinder Morgan Jan 30-Feb 18, 2013

Enbridge Northern Gateway HearingsWest to East pipeline discussions

Feb 5“Oilsands

Bust”MacLean's Cover Story

Jan 29 “Energy giants

Suncor, Kinder

Morgan, butt heads over

Trans Mountain

pipeline feesFinancial

Post ”

Feb 17Forward on Climate

Washington DC RallyAgainst the Keystone XL

Pipeline Project

TransCanada

Kinder Morgan

Feb 13Arrests of Celebrities

Jan 30“Kinder Morgan Buys Copano for

$3.2 Billion in Shale Deal”

Bloomberg News


67%62%

33%38% Men

Women

Pipelines

Comparative Social Media Audiences-Pipelines and Oilsands are Primarily Male Audiences-

Oilsands

Past Month January 19-February 19, 2013


Geographic Distribution of Social Media Comments

Oilsands Conversations

45% Canada

41% USA

4% UK10% elsewhere

Pipeline Conversations

16% Canada

57% USA

4% UK2% Nigeria

2% Australia 19% elsewhere


Geographic Distribution of Oilsands Social Media Comments

Mentions of Oilsands January 19 through February 19, 2013

16%

31%

0%

0%

2% 2%

8%

2% 1%38%

Within Canada 45%

USA 41%

Elsewhere 14%

Total of 64,000+ Mentions of Oilsands


Identifying Agitatorsand Activating Influencers

Volume & Venue of the Conversation

Tone and Sentiment

Degrees of Engagement

Identifying Enemies, Activating Allies

Who said what, on what platform, Where?

Did they post it, forward it, tweet it, like it?

+ or -? Why?

Which influencers and agitators can be engaged or negated?


Top Organizations Influencing Oilsands Discussion

Series1 15,195

15,624

17,997

22,516

27,359

33,049

45,502

60,139

102,271

126,855

193,143Eco Interactive Eco Preservation Society

350.Org Bill McKibben’s climate action group

Seattle based online news group

Eco Jive environmental online collective

Truth Out

London stock exchange online news feed

The Energy Collective

CAPP oil and gas Canada

Energy Tomorrow

The Rainforest Action Network

Number of Twitter

Followers

# of Groups # of followers

Eco based

6 533,454

Business based

5 126,196


Top People Influencing Oilsands Discussion

Series110,553

10,847

11,632

30,352

33,298

69,995

70,630

74,686

167,470

315,671Geoff Ninecow, “progressive film maker, boomer activist”

Naomi Klein, author, activist

Bill McKibben, founder of 350.org

Steve Momorella Green News Daily

Katrina vandenHeuvel, editor of The Nation

Hugh Byrne @ Green Biz Tweets

David Roberts, blogger for Grist

John Hackbarth, blogger forUS Chamber of Commerce

Daryl Hannah, actress

Joshua Frank, Counter Punch

Number of Twitter

Followers

# of People

# of followers

Eco based

8 751,283

Business based

2 43,851


Ingredients to Build Social Consent

Accountability (of the organization and within the team) Credibility (of the spokespeople) Trust (in the brand)

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.

Combined With


Thank you.

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News & Politics

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