Citrus Lane is an innovative social e-commerce company focused on the $50bn mom and baby market. Funded by Greylock and GGV and led by industry veterans, our mission is to help parents discover, share, and buy the best products for their kids. We have a thriving subscription box business and a fanatically loyal customer community that helps to guide our product and strategic choices. We’ve grown both our e-commerce business and our mom community by focusing on social throughout our business – in box curation, collective experience, content creation, moms helping moms, and celebrating the joy of parenthood. This presentation shares our tips for making social intrinsic to your business, building and facilitating a large community in social media (particularly Facebook), and using social to ignite business growth.

2. MAURIA FINLEY
@mauriafinle
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4. Citrus Lane is the trusted place parents go to
discover, buy, and share the best products for
their little ones at each age and stage.

6. • Improve curation
• Build collective experience
• Create content
• Let moms help each other

8. benefits
moms

9. benefits
moms
Helps us do
a better job

10. benefits
moms
Helps us do
a better job
consistent
with brand &
mission

11. isn’t just marketing.
SOCIAL

12. SOCIAL
is the veryESSENCE
Of our brand.

13. SOCIAL
to excel at
be more than a
MARKETER

15. Research & observe.

16. Kids change constantly.

17. MOMS
• have lots of questions
• want to help other moms
• want to share their experience

18. Define what works,
then authenticate.

22. Choose Your KPI’s

24. Measure by type and
timing

28. You are not the
leader…allow others to
be.

29. It’s okay to make
mistakes (if you fix them)

30. Allow the conversation,
even if unfavorable.

32. Create flagbearers.

34. Create conversation
with engaging content.

41. Use content to build a
halo effect.

44. Create envy that leads
to desire.

46. Focus on the long game.

47. SOCIAL
makes our business better

50. • listen to our moms
• find the behaviors that work

51. • Test – Measure - Improve
• Measure by type and timing

52. • Feedback Surveys
• Facebook
• Customer Service
• Voting
• Community
• Boxes
LISTEN: RESPOND:

53. • Choose mediums & cross-
promote
• Facebook as a quick and natural
publishing platform
• Encourage flagbearers
• Leverage community for acquisition