As far as traffic goes, it's pretty simple—we're visible to the world. We can be found in the name of more than 1,500 companies and millions of consumers. And anywhere we go, people look at us.
How do you measure that visibility?
We measure it through traffic and social media engagement.
We track social activity. We track people who share our content. We track people who follow us. We measure all of these things.
We also measure consumer behavior. We track people who buy products from us. When people buy products from us, they bring them to their friends, they bring them to their neighbors, they bring them to their families. They engage with this content.
And then we measure the engagement of these people by the amount of time they spend in our store, the amount of time they spend using our products, and by the amount of time they spend taking trips to our stores.
When people come into our stores and use our products, they're not just purchasing a product. They're engaging with our brand. They're engaging with our community. And they're engaging with us.
So we're measuring the interaction of the consumer with the brand.
So we have a big analytics team, we have a data team that's doing all the work of doing all of these different things.
And then we have the ability to measure the impact that we put on the interaction of the consumer with the brand.
What do you look for when you're measuring that impact?
We look for consumer engagement, which is the time they spend interacting with our brand.
We look for social media engagement, which is the time they spend interacting with our social media platform.
We look for customer engagement, which is the amount of time they spend interacting with our customers.
And we look for content engagement, which is the amount of time they spend engaging with our content.
And then we look at the impact that we're having on the interactions of the consumer with the brand.
And that's a lot of different things.
And so we can measure how much time consumers are spending with us, what they're sharing with us, what they're buying from us. How much time they spend interacting with our brand. How much time they spend using our products.
And then we can do all of those things.
And then we can also measure the impact that we're having on the time they spend with us, the amount of time they spend interacting with our customers, and the amount of time they spend taking trips to our stores.
And that really is the essence of our business model.
We're a big company. We're a name that's known. We have more than 1,500 employees. And we have a big website that everybody's familiar with.
And part of what we're trying to do is to change that perception.
And we're trying to build some kind of culture that promotes this type of behavior.
We don't want to just have our name standing for everything that we do.
So we want to build some kind of brand recognition that promotes this type of behavior.
And so we built an analytics team to actually do that.
So what we're trying to do is to do all of these things, in a way that is attractive to the consumer.
And that's why we're essentially building the biggest, most beautiful, most sophisticated online store in the world.
It's about being the best. And we want to be the best at what we do. And so that's why we have a team of a thousand people who are dedicated to the mission of serving our customers. Our customers are our greatest asset. And we care about them.
We love being on their side. We love making them happy.
How do we manage all the different audiences?
How do we manage all the different audiences? I think that's the challenge, to make sure that there's a great balance between the different audiences, and that people feel like they're in the right place.
How do you find the balance between the different audiences?
We had a lot of conversations around the table about what do we want to do with the show. And one of the conversations that we had was, we're not going to be playing a bunch of people in a bunch of different niches. There's a lot of smaller story arcs, and a lot of character arcs, and a lot of nuances of power dynamics. So we were really very conscious of that and were looking for a way to tell those stories in a way that people would be able to relate to. We really wanted to have a lot of the narrative to be contained within the show, but with a lot of the characters that we have, you're going to have a lot of interaction with. I think that was a key element of the show. We wanted to leave that in the show. We wanted to create this strange dynamic of all these characters, which is always fun.
Also, how do you manage the different genres of the show?
To me, we're not just a procedural show. I think we're more than that. We're more than that. We're more about a mix of crime procedurals and comedy. We're going to have a dark subject matter. We're not going to just have one dark subject matter. I think that's really important. We're going to have multiple dark subjects. We're going to have a lot of characters who are in danger, who are being targeted.
Do you feel like you have a lot of different types of stories that you can tell?
Yes, I think that's the key. I think the challenge is that we're not really the only ones. There are a lot of other shows out there that are doing this. I think there is a need for something like that.
What's it like being able to make a show that's so different from the other procedurals out there?
I think that's a good question. I feel like the one thing that we really did right is that we really focused on the reality of it. I think that's what we have a lot of in our show, is a sense of reality, and a sense of reality is really important, but it's also something that I think a lot of shows have at times had trouble with, that a lot of stories have trouble with. I think it's important to have the feeling that there is a reality in your story. A sense of reality is important, but I think it's also important to have the sense that you're telling a true story, which is really important.
I think that's what we really did right is that we really focused on the reality of it.
I think that was one of the things that we really, really nailed. I think that's a huge part of the show, and that's what we really tried to do right.
I've heard some people say that you're a little more of a procedural than some of your other shows. Are you more of a procedural than other shows?
I think what I'm most proud of is that we were able to create a show that really focused in on the reality of what we were doing. And also, I think that's a hard thing to do. Procedurals are so subjective. I think that's why they're so popular, is that they're so subjective. They're so interesting. It's not such a big leap. I think that procedural storytelling is a great way to tell stories.
How do you make sure that you're not just creating a show for the show's sake, and that people don't expect anything else?
I think how I approach it is different. I think that what we're trying to do is tell these stories as they actually happen. I'm trying to tell the stories as they happen. I'm trying to tell the stories as they happen in a way that people will be able to relate to.
I think that's why I think I was able to get away with it. And I think that's the way that I'm trying to approach it. That's why I think that people will be able to relate to it.