Bas van den beld SES London 2011 Search in Holland

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Bas van den Beld (www.basvandenbeld.com) of State of Search (www.stateofsearch.com) talked at SES London 2011 in the panel "Marketing to the European Union" about Search in Holland, The Netherlands.

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Bas van den beld SES London 2011 Search in Holland

  1. 1. Marke4ng  to  the  European   Union   Bas  van  den  Beld   Search in Holland@basvandenbeld   @state_ofsearch  
  2. 2. One sheet about me•  Search & social strategy expert, blogger, trainer, speaker•  Historian•  Founder Stateofsearch.com•  Social Marketing Ambassador Dutch DMA•  Radioshow•  International blogger •  Searchengineland •  Searchenginewatch @basvandenbeld   @state_ofsearch  
  3. 3. Search  in  Holland   Holland  is  more  than  just  Amsterdam  It’s  actually  not  ‘Holland’  but  The  Netherlands   That  part  is  called  “Holland”   That’s  Belgium,  not  the  same!!!   @basvandenbeld   @state_ofsearch  
  4. 4. Searchengines  used   94%+@basvandenbeld   @state_ofsearch  
  5. 5. Search  in  Holland  THE  END  –  Thank  YOU   @basvandenbeld   @state_ofsearch  
  6. 6. Search  in  Holland  WAIT…  THERE  IS  MORE…   @basvandenbeld   @state_ofsearch  
  7. 7. Search  in  Holland  Let’s  take  a  closer  look…   @basvandenbeld   @state_ofsearch  
  8. 8. To  be  successful  in  Holland…   You  need  to  understand  the  Dutch   @basvandenbeld   @state_ofsearch  
  9. 9. Search  in  Holland   A  few  facts  @basvandenbeld   @state_ofsearch  
  10. 10. Facts  •  17  million  people  •  On  41,526  km2  (16,033  sq   mi)  •  Kingdom  •  Democracy  •  We  speak  our  languages:   70%  speaks  English,  60%   German  •  Mul4cultural  /   Mul4religion   @basvandenbeld   @state_ofsearch  
  11. 11. And  no,  we  didn’t  win  the  world  cup   But  at  least  we  came  close….   @basvandenbeld   @state_ofsearch  
  12. 12. Online  Facts  •  88.6%  are  online  ac4ve  (15  million  people!)  •  1.5  million  twi]erers  •  4.2  million  .nl  domains  •  2.8  million  Facebook  users  •  High  broadband  penetra4on  (6  million  +)  •  85%+  has  mobile  phone   @basvandenbeld   @state_ofsearch  
  13. 13. Knowing  this  doesn’t  make  you   successful   You  need  to  UNDERSTAND  them   @basvandenbeld   @state_ofsearch  
  14. 14. What’s  really  ‘Dutch’  or  ‘Holland’?   @basvandenbeld   @state_ofsearch  
  15. 15. Some  think  this  is  Holland  @basvandenbeld   @state_ofsearch  
  16. 16. Others  think  this  is  Dutch  @basvandenbeld   @state_ofsearch  
  17. 17. Or  this…  @basvandenbeld   @state_ofsearch  
  18. 18. Many  think  its  this…  @basvandenbeld   @state_ofsearch  
  19. 19. Many  come  for  this…  @basvandenbeld   @state_ofsearch  
  20. 20. Because  they  think  its  this  @basvandenbeld   @state_ofsearch  
  21. 21. All  of  this  indeed  is  Holland   @basvandenbeld   @state_ofsearch  
  22. 22. Dutch  have  some  specific   characteris4cs  @basvandenbeld   @state_ofsearch  
  23. 23. Poldermodel   Everybody  has  an  opinion  @basvandenbeld   @state_ofsearch  
  24. 24. Interna4onally  focussed  @basvandenbeld   @state_ofsearch  
  25. 25. But  also  proud  of  what’s  Dutch   @basvandenbeld   @state_ofsearch  
  26. 26. Dutch  like  to  trade  @basvandenbeld   @state_ofsearch  
  27. 27. They  LOVE  a  good  deal  @basvandenbeld   @state_ofsearch  
  28. 28. Dutch  like  their  privacy  @basvandenbeld   @state_ofsearch  
  29. 29. But  the  neighbours…   They  have  to  know  all!!  @basvandenbeld   @state_ofsearch  
  30. 30. Translate  to  online  @basvandenbeld   @state_ofsearch  
  31. 31. The  Dutch  like  to  state  their  opinion   @basvandenbeld   @state_ofsearch  
  32. 32. They  like  to  go  interna4onal   @basvandenbeld   @state_ofsearch  
  33. 33. But  they  really  like  what  comes  from   home   @basvandenbeld   @state_ofsearch  
  34. 34. The  Dutch  hunt  for  bargains  on   marktplaats   @basvandenbeld   @state_ofsearch  
  35. 35. Big  discussion  on  cookies  regula4ons   @basvandenbeld   @state_ofsearch  
  36. 36. But  they  love  to  look  at  others   @basvandenbeld   @state_ofsearch  
  37. 37. 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  
  38. 38. Social  Media  •  Facebook  is  growing  (+873%  in  2yrs)…  •  …but  Hyves  is  s4ll  big…  •  …though  sees  a  decline  of  3%  in  visits  •  Linkedin  fastest  growing  network  (51%)  •  Twi]er  growing  with  18%   @basvandenbeld   @state_ofsearch  
  39. 39. Youngsters!  •  91%  of  16-­‐25yr  old  uses  a  social   network  •  1/3  of  8yr  olds  has  a  Hyves   account…  •  …with  over  50  (!)  friend  connec4ons  •  Kids  watching  less  tv  and  looking   more  tv  online  •  24%  of  15  -­‐19  yr  olds  use  YouTube  to   watch  tv-­‐shows   @basvandenbeld   @state_ofsearch  
  40. 40. Take  aways  •  We  do  use  Google  a  lot  •  But  theres  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  ma]ers!   @basvandenbeld   @state_ofsearch  
  41. 41. Finally…  @basvandenbeld   @state_ofsearch  
  42. 42. We’ll  win  it  next  4me…  Did  I  menRon  Dutch  can  be  quite  arrogant  someRmes?  ;)   @basvandenbeld   @state_ofsearch  
  43. 43. What  marketers  should  think  of  about   Dutch  people  which  makes  US   different?   The  Dutch  have  their  own  ways   @basvandenbeld   @state_ofsearch  
  44. 44. Search  in  Holland   www.stateofsearch.com www.basvandenbeld.comTHE  END  (Really!)  Thank  YOU   twitter.com/basvandenbeld twitter.com/state_ofsearch linkedin.com/basvandenbeld @basvandenbeld   @state_ofsearch  

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