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The Yin & Yang Of Technology & Marketing

Over the past 18 months, Dyn has taken their show on the road in an effort to introduce a more proactive, engaging and accessible company to the Internet world. We’ve attended over 75 conferences in 12 countries, rubbing elbows with those who run the web (IETF, NANOG, MAAWG, ICANN) and those that power the web (attendees of Interop, Velocity, OSCON, CloudCamp HostingCon). We’ve had a presence at OnMedia, Internet World, Adtech, Internet Retailer, Web 2.0, SXSW, Twtrcon and Mashable Media Summits with the companies who are changing the Web.

At the end of 2009 and early in 2010, we mapped out the year and created a strategy to maximize return on every trip we’d take. If a member of the team was leaving our Manchester, NH headquarters, they were a foot soldier for our cause or a guerrilla marketer on our street team. We were going to stretch every single marketing dollar we had and make it rain. We continue to mesh efforts in biz dev, marketing, PR, sales, customer service and account management into one concentrated, hustle-heavy game plan.

Broad level DNS awareness was and remains the commitment, something I’ve discussed in detail before.

We decided to create two complimentary campaigns (DNS Is Sexy, Tweet Nerdy To Me) that we would run with for the duration of 2010, unsure of which one would take off. I thought ‘Tweet Nerdy’ (which launched in March) was a slam dunk, the one that would forever put our brand on the map. As a marketer, I thought it would reach a larger audience, connect us tighter with our biggest Managed DNS customer Twitter and gain buzz like none other. It actually threw the first punch at Social Media at Work and we were well on our way to a knockout of DNS is Sexy. Boy, was I wrong.

I underestimated the loyalty and obsessive nature of technologists. At the marketing shows we attended, more aligned with our core verticals. Tweet Nerdy to Me has done reasonably well, but everywhere else, DNS is Sexy has won by a landslide. A technology enthusiast is seriously a passionate one. We’ve given out over 2000 t-shirts with the slogan and counting and it is fair to say we’ve gone viral. We’ve aggregated the pieces together, showing the true reach a good campaign can have.  The #DNSISSEXY hashtag continues to see posts. We’ve been on DiggNation and in the WHIR. Everyone talks about the campaign when we see them and begs for a shirt.

People who know what DNS is say, “Are you talking about the same DNS I think you’re talking about?” People who don’t know what it is always ask, “What’s DNS?” We’re connecting with our core and educating the masses all at once. That is the sign of a good campaign and at the end of the day, all of these engineers, sys admins, network ops guys and gals are becoming marketers for the cause, one by one.

I guess technology and marketing isn’t quite as Yin and Yang as we all thought.


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Kyle York
Whois: Kyle York

Kyle York is GM & VP, Business & Product Strategy, and has been a long-time executive, having joined in 2008. Over the years, he has held go-to-market leadership roles in worldwide sales, marketing, and services. In his current role, Kyle focuses on overall corporate strategy, including: positioning and evangelism, new market entry, strategic alliances and partnerships, M&A, and business development. Outside of Oracle Dyn, Kyle is an angel investor, entrepreneur, and advisor in several startups.