Running a Global Search Campaign - Bas Van Den Beld
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
International Search
Bas van den Beld
Search in Holland
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
One sheet about me• Search & social strategy
expert, trainer, speaker
• Historian
• Dutch
• Founder Stateofsearch.com
• Social Marketing Ambassador Dutch DMA
• Radioshow
• International blogger• Searchengineland
• Searchenginewatch
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
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
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
Searchengines used
94%+
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
Search in Holland
THE END – Thank YOU
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
Search in Holland
WAIT… THERE IS MORE…
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
Search in Holland
Let’s take a closer look…
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
To be successful in Holland…
You need to understand the Dutch
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
Search in Holland
A few facts
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
Facts
• 17 million people• On 41,526 km2 (16,033 sq
mi)• Kingdom• Democracy• We speak our languages:
70% speaks English, 60% German
• Multicultural / Multireligion
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
And no, we didn’t win the world cup
But at least we came close….
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
Online Facts
• 88.6% are online active (15 million people!)• 1.5 million twitterers• 4.2 million .nl domains• 2.8 million Facebook users• High broadband penetration (6 million +)• 85%+ has mobile phone
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
Knowing this doesn’t make you successful
You need to UNDERSTAND them
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
What’s really ‘Dutch’ or ‘Holland’?
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
Some think this is Holland
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
Others think this is Dutch
Yes, mine!
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
Or this…
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
Many think its this…
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
Many come for this…
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
Because they think its this
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
All of this indeed is Holland
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
Dutch have some specific characteristics
Remember the World Cup?
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
Poldermodel
Everybody has an opinion
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
Internationally focussed
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But also proud of what’s Dutch
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Dutch like to trade
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
They LOVE a good dealLet’s go Dutch!
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
Dutch like their privacy
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
But the neighbours…
They have to know all!!
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
Translate to online
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
The Dutch like to state their opinion
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They like to go international
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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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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
Big discussion on cookies regulations
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
But they love to look at others
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
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
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
Social Media
• Facebook is growing (+873% in 2yrs)…• …but Hyves is still big…• …though sees a decline of 3% in visits
• Linkedin fastest growing network (51%)• Twitter growing with 18%
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
Youngsters!
• 91% of 16-25yr old uses a social network
• 1/3 of 8yr olds has a Hyves account…• …with over 50 (!) friend connections
• Kids watching less tv and looking more tv online
• 24% of 15 -19 yr olds use YouTube to watch tv-shows
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
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 matters!
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
Take aways
Every country has its own behavior
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Finally…
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
We’ll win it next time…
Did I mention Dutch can be quite arrogant sometimes? ;)
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@basvandenbeld @state_ofsearch www.stateofsearch.com www.basvandenbeld.com Bas van den Beld
Search in Holland
THE END (Really!)Thank YOU
www.stateofsearch.comwww.basvandenbeld.com
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