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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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@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…
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Search in Holland
Let’s take a closer look…
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To be successful in Holland…
You need to understand the Dutch
@state_ofsearch @basvandenbeld
Search in Holland
A few facts
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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
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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
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What’s really ‘Dutch’ or ‘Holland’?
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Some think this is Holland
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Others think this is Dutch
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Or this…
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Many think its this…
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Many come for this…
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Because they think its this
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All of this indeed is Holland
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Dutch have some specific characteris4cs
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Poldermodel
Everybody has an opinion
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Interna4onally focussed
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But also proud of what’s Dutch
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Dutch like to trade
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They LOVE a good deal
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Dutch like their privacy
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But the neighbours…
They have to know all!!
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Translate to online
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The Dutch like to state their opinion
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They like to go interna4onal
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But they really like what comes from home
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The Dutch hunt for bargains on marktplaats
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Big discussion on cookies regula4ons
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But they love to look at others
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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%
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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!
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Finally…
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We’ll win it next 4me…
Did I menRon Dutch can be quite arrogant someRmes? ;)
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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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