Running a Pan-European Search Campaign: More than (key)words, the cultural element - Bas van den Beld - Sascon 2010

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Every European is different. In search you have to keep in mind how Europeans think. If you don't do that you will lose a lot of opportunities. …

Every European is different. In search you have to keep in mind how Europeans think. If you don't do that you will lose a lot of opportunities.

In this presentation Bas van den Beld gives some insights in how Europeans differ and how they think. Find tips on how to handle the different European countries.

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Transcript

  • 1. SASCONManchester 2010
    Bas van den Beld
    Running a Pan-European
    Search Campaign:
    More than (key)words
  • 2. One sheet about me
    • NetTraject
    • 3. Historian
    • 4. Search & social strategy expert, blogger, trainer, speaker
    • 5. Radioshow
    • 6. Founder Searchcowboys
    • 7. Founder Stateofsearch.com
    • 8. International blogger
    • 9. European
  • Europe: a potential big market
  • 10. Europe, a complicated continent
    50 countries in Europe
    EU has 23 languages
    Over 200 languages in total
    Many countries with multiple languages
  • 11. Example
    Netherlands: 2 languages, 9 dialects
    Belgium: 3 languages
    Spain: 4 languages
    In total over 1000 different languages & dialects
  • 12. Americans don’t get Europe
  • 13. More than words
  • 14. History shows…
  • 15. All Europeans are different
  • 16. Europeans have different lifestyles
  • 17. Even within countries
  • 18. Translate this to search
  • 19. You cannot target every European the same way
  • 20. Every European looks for different things
    Germans are privacy sensitive
    Russians are looking for friends
  • 21. You cannot target every European the same way
  • 22. Things you can do
    Research your languages
  • 23. Things you can do
    Don’t just translate
  • 24. Things you can do
    Hire natives, for language….
  • 25. Things you can do
    …but also to point you in the right directions
  • 26. Things you can do
    Set up country sites
  • 27. Things you can do
    Colors matter!
  • 28. Know the history and culture
    Know who you are targeting
  • 29. Make it fit
    Target specific
  • 30. Think outside
    Dare to look in different directions
  • 31. Questions?
    www.stateofsearch.com
    www.basvandenbeld.com
    www.nettraject.nl
    twitter.com/basvandenbeld
    linkedin.com/basvandenbeld