This report summarizes the performance of major oil company brands on Facebook in September 2016. It finds that Shell had the largest Facebook fan base, while BP global showed the highest fan growth. Shell also generated the most engagement by receiving the most likes, comments, and shares. Chevron had the highest percentage of positive sentiment and responded to the most fan posts. Overall, Shell dominated engagement metrics and had the largest share of voice on Facebook during this period.

1. Oil Companies
on Social Media
September 2016

2. Oil Companies : Social Media Report
This Report looks at how
Oil Company Brands
performed on Social Media on
September 2016

3. Comparison of
“Oil Companies"
Facebook Pages
Sep 01, 2016 - Sep 30, 2016

4. Shell had the largest fan base of 6,055,791 while BP global showed the highest fan growth of 2.36%.
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
0K 1,000K 2,000K 3,000K 4,000K 5,000K 6,000K 7,000K
Growth%
Number of Fans
Chevron BP global Shell Suncor Energy
Fans

5. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Chevron Shell Suncor Energy BP global
Egypt Countries < 2% Nigeria Canada Brazil Indonesia Other Countries Azerbaijan United Kingdom India
Fans - Geography

6. Suncor Energy had the highest PTAT of 8.61% as a percentage of its average number of Fans during this time period.
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
10.0%
0K 1,000K 2,000K 3,000K 4,000K 5,000K 6,000K 7,000K
Peopletalkingabout(as%ofFans)
Average Number of Fans
Chevron BP global Shell Suncor Energy
Conversations

7. Shell published the greatest number of posts (55). Suncor Energy had the highest average engagement with a score of 905.
0 10 20 30 40 50 60
0 100 200 300 400 500 600 700 800 900 1000
Chevron
BP global
Shell
Suncor Energy
Number of Posts
Engagement Score
Engagement Score Number of Posts
Engagement - Posts

8. Shell received the most number of Likes (1,003,516), most number of Comments (39,542) and the most number of Shares
(180,660).
0K 200K 400K 600K 800K 1,000K 1,200K
Chevron
BP global
Shell
Suncor Energy
Likes Comments Shares
Engagement Breakdown

9. Most Engaging Brand Posts
Shell
29-SEP-16, THU 8:05AM
On September 28, we collaborated with
artists, entrepreneurs and the community of
Santa Marta, in Ri ..
ENGMT. LIKES COMMENTS SHARES
1,000 732,014 22,140 173,349
Suncor Energy
22-SEP-16, THU 12:10PM
We’re working to reclaim mined lands as
they are disturbed and to accelerate the
time it takes to re ..
Suncor Energy
20-SEP-16, TUE 11:50AM
Seven years ago we set an environmental
performance goal of increasing reclamation
of disturbed land ..
ENGMT. LIKES COMMENTS SHARES
1,000 903 249 230
ENGMT. LIKES COMMENTS SHARES
1,000 1,151 146 331

10. Most Engaging Brand Posts
Suncor Energy
13-SEP-16, TUE 12:18PM
As part of COSIA, we are working with
industry partners to develop the Water
Technology Development ..
ENGMT. LIKES COMMENTS SHARES
1,000 806 77 216
Suncor Energy
06-SEP-16, TUE 3:47PM
Today we announced an agreement for
equity partnership with Fort McKay First
Nation in the East Tank ..
Suncor Energy
06-SEP-16, TUE 11:50AM
As a member of COSIA, we're sharing
details of our tailings technologies with
other member companie ..
ENGMT. LIKES COMMENTS SHARES
1,000 945 90 239
ENGMT. LIKES COMMENTS SHARES
999 759 102 149

11. Shell's Facebook Page saw the highest number of Fan posts (305).
0 50 100 150 200 250 300 350
Chevron
BP global
Shell
Suncor Energy
Number of Fan Posts
Fan Posts

12. Chevron received the highest percentage of Positive Sentiment (29.00%).
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Chevron
Shell
Negative Neutral Positive
Sentiment Analysis

13. Chevron responded to the highest percentage of Fan posts (13.27%).
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
0 500 1000 1500 2000 2500
%ofFanPostsBrandRespondedto
Average Response Time (mins)
Chevron Shell
Brand Responses

14. Shell published the most with 55 posts.
31%
23%9%
37%
BP global Suncor Energy Chevron Shell
Share Of Voice – Volume of Posts

15. Shell received the largest volume of Likes (1,003,516).
1%1%0%
98%
BP global Suncor Energy Chevron Shell
Share Of Voice – Likes

16. Shell received the largest volume of Comments (39,542).
2% 2% 1%
95%
BP global Suncor Energy Chevron Shell
Share Of Voice – Comments

17. Shell received the largest volume of Shares (180,660).
1%1%0%
98%
BP global Suncor Energy Chevron Shell
Share Of Voice – Shares

18. During this time period, #TheWinningIngredient was the most engaging run by Shell. BP global published the most (7) in its
#SuperCharge campaign.
0 1 2 3 4 5 6 7 8
0 100 200 300 400 500 600 700 800 900
NO DATA(Chevron)
#SuperCharge(BP global)
#TheWinningIngredient(Sh
ell)
NO DATA(Suncor Energy)
Number of Posts
Engagement Score
Engagement Score Number of Posts
Campaign Comparison

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