Bas van den beld SES London 2011 Search in Holland

@state_ofsearch  @basvandenbeld  

Marke4ng  to  the  European  Union  

Bas  van  den  Beld  

Search in Holland

@state_ofsearch  @basvandenbeld  

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

@state_ofsearch  @basvandenbeld  

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  

@state_ofsearch  @basvandenbeld  

Searchengines  used  

94%+

@state_ofsearch  @basvandenbeld  

Search  in  Holland  

THE  END  –  Thank  YOU  

@state_ofsearch  @basvandenbeld  

Search  in  Holland  

WAIT…  THERE  IS  MORE…  

@state_ofsearch  @basvandenbeld  

Search  in  Holland  

Let’s  take  a  closer  look…  

@state_ofsearch  @basvandenbeld  

To  be  successful  in  Holland…  

You  need  to  understand  the  Dutch  

@state_ofsearch  @basvandenbeld  

Search  in  Holland  

A  few  facts  

@state_ofsearch  @basvandenbeld  

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  

@state_ofsearch  @basvandenbeld  

And  no,  we  didn’t  win  the  world  cup  

But  at  least  we  came  close….  

@state_ofsearch  @basvandenbeld  

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  

@state_ofsearch  @basvandenbeld  

Knowing  this  doesn’t  make  you  successful  

You  need  to  UNDERSTAND  them  

@state_ofsearch  @basvandenbeld  

What’s  really  ‘Dutch’  or  ‘Holland’?  

@state_ofsearch  @basvandenbeld  

Some  think  this  is  Holland  

@state_ofsearch  @basvandenbeld  

Others  think  this  is  Dutch  

@state_ofsearch  @basvandenbeld  

Or  this…  

@state_ofsearch  @basvandenbeld  

Many  think  its  this…  

@state_ofsearch  @basvandenbeld  

Many  come  for  this…  

@state_ofsearch  @basvandenbeld  

Because  they  think  its  this  

@state_ofsearch  @basvandenbeld  

All  of  this  indeed  is  Holland  

@state_ofsearch  @basvandenbeld  

Dutch  have  some  specific  characteris4cs  

@state_ofsearch  @basvandenbeld  

Poldermodel  

Everybody  has  an  opinion  

@state_ofsearch  @basvandenbeld  

Interna4onally  focussed  

@state_ofsearch  @basvandenbeld  

But  also  proud  of  what’s  Dutch  

@state_ofsearch  @basvandenbeld  

Dutch  like  to  trade  

@state_ofsearch  @basvandenbeld  

They  LOVE  a  good  deal  

@state_ofsearch  @basvandenbeld  

Dutch  like  their  privacy  

@state_ofsearch  @basvandenbeld  

But  the  neighbours…  

They  have  to  know  all!!  

@state_ofsearch  @basvandenbeld  

Translate  to  online  

@state_ofsearch  @basvandenbeld  

The  Dutch  like  to  state  their  opinion  

@state_ofsearch  @basvandenbeld  

They  like  to  go  interna4onal  

@state_ofsearch  @basvandenbeld  

But  they  really  like  what  comes  from  home  

@state_ofsearch  @basvandenbeld  

The  Dutch  hunt  for  bargains  on  marktplaats  

@state_ofsearch  @basvandenbeld  

Big  discussion  on  cookies  regula4ons  

@state_ofsearch  @basvandenbeld  

But  they  love  to  look  at  others  

@state_ofsearch  @basvandenbeld  

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  

@state_ofsearch  @basvandenbeld  

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%  

@state_ofsearch  @basvandenbeld  

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  

@state_ofsearch  @basvandenbeld  

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  ma]ers!  

@state_ofsearch  @basvandenbeld  

Finally…  

@state_ofsearch  @basvandenbeld  

We’ll  win  it  next  4me…  

Did  I  menRon  Dutch  can  be  quite  arrogant  someRmes?  ;)  

@state_ofsearch  @basvandenbeld  

What  marketers  should  think  of  about  Dutch  people  which  makes  US  

different?  

The  Dutch  have  their  own  ways  

@state_ofsearch  @basvandenbeld  

Search  in  Holland  

THE  END  (Really!)  Thank  YOU  

www.stateofsearch.com www.basvandenbeld.com

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