According to Altimeter Group's latest report, most of the brands are engaged in some form of Social Media Marketing. Yet most of marketers are not sure how to budget for success. Explore some of the strategies and tactics involved with social media budgeting and planning for success and conversions.

1. Best Practices for Creating Your Social Media Budget- What CMOs Need to Know Alex Romanovich - @alexromanovich Material in this seminar is for reference purposes only. This seminar is sold with the understanding that neither any of the authors nor the publisher are engaged in rendering legal, accounting, investment, medical or any other professional service directly through this seminar. Neither the publisher nor the authors assume any liability for any errors or omissions, or for how this seminar or its contents are used or interpreted, or for any consequences resulting directly or indirectly from the use of this seminar. For legal, financial, medical, strategic or any other type of advice, please personally consult the appropriate professional.

5. Average Annual SM Budget – 2010 (Source: Altimeter Group) Slide 5 Best Practices for Creating Your Social Media Budget- What CMOs Need to Know Alex Romanovich www.ExecSense.com © ExecSense, Inc.

6. Sales and Marketing Funnel - Traditional Slide 6 Best Practices for Creating Your Social Media Budget- What CMOs Need to Know Alex Romanovich www.ExecSense.com © ExecSense, Inc. Prospect Traditional ad & branding media Direct & digital media lower value higher value Prospects and Customers Customers Loyalty Cross Sell Upsell Purchase Preference Consideration Interest Awareness TV Radio Newspaper Magazines Outdoor Cinema Events Direct Mail Email Search & Web Social Media Web 2.0 Mobile/SMS DRTV DR Print CPC Games

7. Sales and Marketing Funnel - New Slide 7 Best Practices for Creating Your Social Media Budget- What CMOs Need to Know Alex Romanovich www.ExecSense.com © ExecSense, Inc. Awareness Loyalty Cross Sell Upsell Purchase Preference Consideration Interest Traditional ad & branding media Direct & digital media lower value higher value TV Radio Newspaper Magazines Outdoor Cinema Events Prospects and Customers Customers Direct Mail Email Search & Web Social Media Web 2.0 Mobile/SMS DRTV DR Print CPC Games Prospect

8. Sales and Marketing Funnel – New Integrated Funnel Slide 8 Best Practices for Creating Your Social Media Budget- What CMOs Need to Know Alex Romanovich www.ExecSense.com © ExecSense, Inc. Traditional ad & branding media Direct & digital media eRFP request Select Partner Research a product Search brand Nurture lead Pass link Qualify Lead Email $ $ View ad Interact with ad Social bookmark Write a review Rate a Product Click email Register account Blog entry Register account Transact View Facebook M commerce Info request Close lead lower value higher value TV Radio Newspaper Magazines Outdoor Cinema Events Prospects and Customers Customers Direct Mail Email Search & Web Social Media Web 2.0 Mobile/SMS DRTV DR Print CPC Games Prospect

11. Tips, Tricks, & Techniques Slide 11 Best Practices for Creating Your Social Media Budget- What CMOs Need to Know Speaker Name www.ExecSense.com © ExecSense, Inc.