Genre communities particularly the horror-themed ones are increasing seen by the entertainment industry as an important audience segment to market to. The success of 2009's Paranormal Activity can be attributed to this loyal and vocal community that used social media tools to share their passions with everyone else. Because of this additional marketing focus by the entertainment industry, there are even more opportunities now for horror genre community sites to get a piece of the marketing dollars. But then, which comes first, the community or the revenue? The panelists will describe how their companies found their target audience and what they did to generate revenue while keeping true to their audience, hence maintaining their loyalty. While the panelist will be talking from their experiences in the horror genre, the same methods can replicated to foster loyal communities in other genres and to make money there too.
KW Low is a co-founder of DreadCentral.com, the premier online destination for horror entertainment news, reviews, editorials and community. By leveraging new media and social media tools such as Twitter, Facebook, and video sites like Youtube and Dailymotion, DreadCentral.com reached over ½ million global monthly unique visitors. While KW runs the revenue-generating business & partnership building efforts for DreadCentral.com, his 2 others co-founders, the Editor-In-Chief and CTO, focus on the content creation and technology development.
Previously, KW held senior product management roles at eBay's Shopping.com and Shopzilla. While at these full-time positions, KW had also (1) developed with a technical partner and marketed My Heroes Ability, a Facebook social game, that was acquired by Zynga in 2008; and (2) created and implemented the commerce strategy for Etchstar, an on-demand laser customization service, that was acquired by Coveroo in 2008.
KW has an MBA from The Wharton School of Business at the University of Pennsylvania and a BA from Clark University in Computer Science and Economics.
Skot Leach studied screenwriting at the Academy of Art University. Skot has written and directed several short films. In the late 90’s Skot began to explore ways to use new technology to enhance storytelling. This led Skot to head up the products department for a successful hi tech startup. In 2008, Skot combined his years of storytelling experience with his hi tech experience to form LOST ZOMBIES together with Rob Oshima and Ryan Leach. LOSTZOMBIES.com was launched on May 1st 2008. Today LOSTZOMBIES.com has over 16,000 active members, has been viewed over 10 million times, and has received over 14,000 photo, video and written submissions. In the 27 months the site has existed users have collectively spent more than 12 years on the site. In 2009 LOST ZOMBIES won two Web Awards at SXSW and were showcased as one of Filmmaker Magazine’s 25 New Faces in Film. LOST ZOMBIES is currently publishing a book with Chronicle Books.
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