holiday season on twitter 2014 - netherlands
DESCRIPTION
Holiday Season is coming up very soon. A time full with gifts, family dinners and nights with friends. It’s also a time where you can boost your business. Dutch people share intensively about these moments and… they start early! Make a profit out of this and make sure that your brand joins the conversation. Start planning your Twitter campaigns now. Your audience and the moment are there. #OwnTheMomentTRANSCRIPT
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@TwitterAdsNL
!
HOLIDAY SEASON ON TWITTER
2014
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#HAPPYHOLIDAYS Holiday Season is coming up very soon. A time full with gifts, family dinners and nights with friends. It’s also a time where you can boost your business. Dutch people share intensively about these moments and… they start early! Make a profit out of this and make sure that your brand joins the conversation. Start planning your Twitter campaigns now. Your audience and the moment are there. #OwnTheMoment
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MOMENTS SURROUND HOLIDAY SEASON AND TWITTER USERS TWEET ABOUT ALL OF THEM
DECEMBER 5TH
BUY GIFTS
BUY TREE
DECORATE HOUSE
‘SCHOEN ZETTEN’
MEET WITH FRIENDS
FOOD SHOPPING
SEND CARDS
WORK PARTY
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DUTCH HOLIDAY SEASON CONVERSATIONS START EARLY
Source | Casebuilder 15/11/13-01/01/14. Search terms related to: Christmas, XMAS, Sinterklaas, #Christmas, #XMAS, #Sinterklaas
1 . 4 6 M !
M E N T I O N S I N N O V - D E C
1 5 2 k !
M E N T I O N S O N X M A S
D AY ‘ S i n t e r k l a a s
i n t o c h t ’
D e c e m b e r 5 t h
31/12/13
X M A S
40.000
80.000
120.000
160.000
15/11/13 05/12/13 25/12/13
N Y E
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Source | Casebuilder, Oct 14. Search terms related to: Christmas, XMAS, Sinterklaas, #Christmas, #XMAS, #Sinterklaas
BE PART OF THE BUILD-UP TO THE HOLIDAYS
PEOPLE TALK ABOUT THE HOLIDAYS IN NOVEMBER
THERE WERE 453K SINTERKLAAS & CHRISTMAS MENTIONS IN NOVEMBER.
!
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74%82%
TWITTER NL USERS AND CHRISTMAS SHOPPING
say “I have made a purchase based on a
Tweet or Trend on Twitter”
say “I’m all about deals when it comes
to Christmas shopping”
39%
say “I tend to buy more premium
products during Christmas”
Source: GlobalWebIndex, Wave 11-11 Question: Thinking about shopping for Christmas, how much do you agree or disagree with the following statements?
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35.000
70.000
105.000
140.000
01/11/13 05/12/1315/11/13
THE SINTERKLAAS SHOPPING CONVERSATION
Source | Casebuiler 01/11/13-06/12/13. Search terms: keywords related to Shopping, Cadeaus AND #Sinterklaas
5 3 7 K M E N T I O N S B E T W E E N
N O V 1 s t A N D
D E C 5 t hConversation kicks off after the arrival of Sinterklaas.
ARRIVAL OF SINTERKLAAS
Two days before ‘Sinterklaasavond’ people massively talk about shopping & gift related topics
LAST MINUTE
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75.000
150.000
225.000
300.000
01/11/13 03/12/13
THE CHRISTMAS SHOPPING CONVERSATION
Source | Casebuiler 01/11/13-27/12/13. Search terms: keywords related to Kerstshoppen, Kerstboodschappen, Christmas Shopping, Christmas Shop, XMAS Shopping, Shopping
1 . 2 3 M !
M E N T I O N S B E T W E E N 1
N O V A N D 2 6 D E C
Shopping conversations peak during the weekends in the build up to Christmas
WEEKEND SHOPPING
The peak day for Christmas Shopping mentions last year was Monday December 23rd
LAST MINUTE
25/12/13
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FOOD MADE UP 38% OF ALL CHRISTMAS RELATED CONVERSATION IN DECEMBER
Source | Crimson Hexagon, Holiday Conversation in The Netherlands 2014
PEOPLE ARE TALKING ABOUT WHAT TO EAT
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12 - 1 AM CET
PEAK TIME 31 DEC#NewYear’sPEOPLE ARE TALKING ABOUT
Source | Casebuilder, Holiday Conversation in the Netherlands, 2014. Search: keywords related to #NYE, #Gelukkignieuwjaar, #Champagne e.a.
6 5 5 K !
M E N T I O N S B E T W E E N
2 7 D E C - 2 J A N
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PLANNING AHEAD FOR THE HOLIDAYS
MAKING THE MOST OUT OF HOLIDAY MOMENTS
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1
2
3
PLAN YOUR MOMENTS
CREATE REVELANT CONTENT
PROMOTE TO RIGHT AUDIENCE
4 OPTIMIZE CAMPAIGNS
NEXT STEPS TIPS TO PLAN DURING HOLIDAY SEASON
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@TwitterAdsNL
#HappyHolidays