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.

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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  • 1. Marke4ng  to  the  European   Union   Bas  van  den  Beld   Search in Holland@basvandenbeld   @state_ofsearch  
  • 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. 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. Searchengines  used   94%+@basvandenbeld   @state_ofsearch  
  • 5. Search  in  Holland  THE  END  –  Thank  YOU   @basvandenbeld   @state_ofsearch  
  • 6. Search  in  Holland  WAIT…  THERE  IS  MORE…   @basvandenbeld   @state_ofsearch  
  • 7. Search  in  Holland  Let’s  take  a  closer  look…   @basvandenbeld   @state_ofsearch  
  • 8. To  be  successful  in  Holland…   You  need  to  understand  the  Dutch   @basvandenbeld   @state_ofsearch  
  • 9. Search  in  Holland   A  few  facts  @basvandenbeld   @state_ofsearch  
  • 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. And  no,  we  didn’t  win  the  world  cup   But  at  least  we  came  close….   @basvandenbeld   @state_ofsearch  
  • 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. Knowing  this  doesn’t  make  you   successful   You  need  to  UNDERSTAND  them   @basvandenbeld   @state_ofsearch  
  • 14. What’s  really  ‘Dutch’  or  ‘Holland’?   @basvandenbeld   @state_ofsearch  
  • 15. Some  think  this  is  Holland  @basvandenbeld   @state_ofsearch  
  • 16. Others  think  this  is  Dutch  @basvandenbeld   @state_ofsearch  
  • 17. Or  this…  @basvandenbeld   @state_ofsearch  
  • 18. Many  think  its  this…  @basvandenbeld   @state_ofsearch  
  • 19. Many  come  for  this…  @basvandenbeld   @state_ofsearch  
  • 20. Because  they  think  its  this  @basvandenbeld   @state_ofsearch  
  • 21. All  of  this  indeed  is  Holland   @basvandenbeld   @state_ofsearch  
  • 22. Dutch  have  some  specific   characteris4cs  @basvandenbeld   @state_ofsearch  
  • 23. Poldermodel   Everybody  has  an  opinion  @basvandenbeld   @state_ofsearch  
  • 24. Interna4onally  focussed  @basvandenbeld   @state_ofsearch  
  • 25. But  also  proud  of  what’s  Dutch   @basvandenbeld   @state_ofsearch  
  • 26. Dutch  like  to  trade  @basvandenbeld   @state_ofsearch  
  • 27. They  LOVE  a  good  deal  @basvandenbeld   @state_ofsearch  
  • 28. Dutch  like  their  privacy  @basvandenbeld   @state_ofsearch  
  • 29. But  the  neighbours…   They  have  to  know  all!!  @basvandenbeld   @state_ofsearch  
  • 30. Translate  to  online  @basvandenbeld   @state_ofsearch  
  • 31. The  Dutch  like  to  state  their  opinion   @basvandenbeld   @state_ofsearch  
  • 32. They  like  to  go  interna4onal   @basvandenbeld   @state_ofsearch  
  • 33. But  they  really  like  what  comes  from   home   @basvandenbeld   @state_ofsearch  
  • 34. The  Dutch  hunt  for  bargains  on   marktplaats   @basvandenbeld   @state_ofsearch  
  • 35. Big  discussion  on  cookies  regula4ons   @basvandenbeld   @state_ofsearch  
  • 36. But  they  love  to  look  at  others   @basvandenbeld   @state_ofsearch  
  • 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. 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. 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. 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. Finally…  @basvandenbeld   @state_ofsearch  
  • 42. We’ll  win  it  next  4me…  Did  I  menRon  Dutch  can  be  quite  arrogant  someRmes?  ;)   @basvandenbeld   @state_ofsearch  
  • 43. What  marketers  should  think  of  about   Dutch  people  which  makes  US   different?   The  Dutch  have  their  own  ways   @basvandenbeld   @state_ofsearch  
  • 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