American Oil and Gas Reporter - November 2015 - 125

ConventionCoverage: New Mexico Oil & Gas Association
more accurately, Mathis introduced the
term "TECHMAP," an acronym intended
to encompass their uses: transportation,
electricity, cooking, heating, manufacturing, agriculture and products.
"TECHMAP is a much better descriptor," he suggested. "Every fifth-grader
should be taught that coal, oil and gas
are TECHMAP resources that provide
all these things. That way, if anti-energy
zealots say we have to get off TECHMAP
resources, the kid is going to wonder
why we want would to get off the resources that supply everything."
Mathis described the purpose of his
film as an attempt to promote a better
way to think and talk about energy. He
encouraged industry advocates to learn
about and support the film by visiting
fracturedthemovie.com and by "liking"
the film on Facebook.
Energy demand eventually will push oil
and gas prices onto firmer ground, indicates Bruce Niemeyer, vice president of
Chevron North America's Mid-Continent
Business Unit, at NMOGA's annual convention, Oct. 4-6 in Santa Fe. Niemeyer
noted the ongoing necessity of hydrocarbons and pointed to one technology
company's plan to power a data center
on wind power called for a wind farm
that covered 17,000 acres.

one company that announced plans to
power a data center entirely with wind
power. "That one data center's wind farm
would cover roughly 17,000 acres," he
estimated. "That would be 12,800 regulation-sized football fields-something
roughly the size of Manhattan-for a single
data center. If you are going to try to
scale that to power New York City, you
would have to fill the state of Rhode
Island with windmills."

TECHMAP Resources
In a presentation that offered NMOGA
a preview of his upcoming documentary,
Fractured, Mathis focused on the importance of semantics, verbal accuracy
and evocative terminology regarding energy. In one example, he cited some
flaws in the term "fossil fuel." Not only
does fossil imply obsolescence and irrelevance, he posited, but even the word
"fuel" fails to fully describe the uses to
which humanity puts those resources.
"Oil is a lot more than fuel, and the
same is true of natural gas," he observed.
"Most people outside this room do not
know that."
In an effort to reflect those resources

Strategic Social Media
Facebook and other social media outlets
were the topic of a presentation by Social5's Wellman. To illustrate the extent
to which social media have saturated the
culture and transformed advertising, he
pointed to how Nike, a company that
built a reputation as a marketing juggernaut
thanks in part to its "Just Do It" television
commercials, had largely quit such campaigns. "There are a few TV spots here
and there, but Nike has completely pivoted
to social media," he reported. "Nike says
it no longer will spend $4 million on a
30-second Super Bowl commercial."
According to Wellman, it took radio
38 years to reach 50 million listeners;
television reached 50 million viewers
within 13 years, and the Internet had 50
million users within four years. "It took
Facebook nine months to reach 100
million followers," he contrasted. "Facebook has 1.5 billion active users, and
one study says one of every seven minutes
spent online is on Facebook."
Moreover, he observed, it is free to
set up a business Facebook page. "There
never has been a platform-television,
billboard, radio-that you could get on
for free," Wellman remarked.
Even so, he continued, a mere social
media presence is not enough. He encouraged business owners to use smart
strategies. "On social media, 40 percent
of what we say can be about our product
or service," he advised. "The other 60
percent should be educational and informative, and demonstrate you are a
thought leader in your field."

Wellman suggested savvy companies
"tweet" almost every day from their Twitter
accounts, post on Facebook three-five times
a week, unveil two blog posts a month,
and send out one e-mail blast a month. He
also encouraged them to emphasize content
that he said social media users would be
likely to share with their networks.
He recognized that research showed
so much effort discouraged many users
and that time constituted the top reason
companies abandoned their social media
strategies. "You are running a business,
but you do not have Nike's marketing
department, so it is difficult to think
about your posts and tweets," Wellman
acknowledged.
To that end, he said businesses should
consider working with social media professionals.
Wellman revealed that his firm was
helping NMOGA and New Mexico's Good
Neighbor Program with their social media,
as well as groups such as the Washington
Oil & Gas Association and the Western
States Petroleum Association. Many oil
and gas opponents are prominent on social
media, he reminded, and industry advocates
will be wise not to cede the discussion. ❒

The term "fossil fuel" implies obsolescence and also fails to encompass the
full scope of uses for oil and natural
gas, explains documentary filmmaker
Mark Mathis. During a presentation in
which he previewed his upcoming film
Fractured, Mathis introduced the term
"TECHMAP," an acronym that stands for
transportation, electricity, cooking, heating, manufacturing, agriculture and products.

NOVEMBER 2015 125
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American Oil and Gas Reporter - November 2015

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