running a global search campaign - bas van den beld

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

International Search

Bas van den Beld

Search in Holland

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

One sheet about me• Search & social strategy

expert, trainer, speaker

• Historian

• Dutch

• Founder Stateofsearch.com

• Social Marketing Ambassador Dutch DMA

• Radioshow

• International blogger• Searchengineland

• Searchenginewatch

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Search in Holland

It’s actually not ‘Holland’ but The Netherlands

That’s Belgium, not the same!!!

That part is called “Holland”

Holland is more than just Amsterdam

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Searchengines used

94%+

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Search in Holland

THE END – Thank YOU

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Search in Holland

WAIT… THERE IS MORE…

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Search in Holland

Let’s take a closer look…

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

To be successful in Holland…

You need to understand the Dutch

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Search in Holland

A few facts

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Facts

• 17 million people• On 41,526 km2 (16,033 sq

mi)• Kingdom• Democracy• We speak our languages:

70% speaks English, 60% German

• Multicultural / Multireligion

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

And no, we didn’t win the world cup

But at least we came close….

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Online Facts

• 88.6% are online active (15 million people!)• 1.5 million twitterers• 4.2 million .nl domains• 2.8 million Facebook users• High broadband penetration (6 million +)• 85%+ has mobile phone

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Knowing this doesn’t make you successful

You need to UNDERSTAND them

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

What’s really ‘Dutch’ or ‘Holland’?

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Some think this is Holland

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Others think this is Dutch

Yes, mine!

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Or this…

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Many think its this…

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Many come for this…

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Because they think its this

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

All of this indeed is Holland

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Dutch have some specific characteristics

Remember the World Cup?

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Poldermodel

Everybody has an opinion

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Internationally focussed

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

But also proud of what’s Dutch

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Dutch like to trade

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

They LOVE a good dealLet’s go Dutch!

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Dutch like their privacy

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

But the neighbours…

They have to know all!!

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Translate to online

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

The Dutch like to state their opinion

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

They like to go international

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

But they really like what comes from home

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

The Dutch hunt for bargains on marktplaats

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Big discussion on cookies regulations

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

But they love to look at others

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

A few online behavior facts about the Dutch

• 48% on a social network• Average of 116 friends

• 29% of online Dutch blog

Mobile is growing:

• 1.2 hours a week on a social network using mobile

• 2.2 hours weekly on smart phone spent e-mailing

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Social Media

• Facebook is growing (+873% in 2yrs)…• …but Hyves is still big…• …though sees a decline of 3% in visits

• Linkedin fastest growing network (51%)• Twitter growing with 18%

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Youngsters!

• 91% of 16-25yr old uses a social network

• 1/3 of 8yr olds has a Hyves account…• …with over 50 (!) friend connections

• Kids watching less tv and looking more tv online

• 24% of 15 -19 yr olds use YouTube to watch tv-shows

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Take aways

• We do use Google a lot• But there's much to be found

in different areas• Want to win the Dutch over?

Use offers• Dutch are very social minded• Be on the Dutch sites• Go for the youngsters• Go mobile• Culture matters!

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Take aways

Every country has its own behavior

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Finally…

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

We’ll win it next time…

Did I mention Dutch can be quite arrogant sometimes? ;)

@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld

Search in Holland

THE END (Really!)Thank YOU

www.stateofsearch.comwww.basvandenbeld.com

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