Bas van den Beld provides a presentation on marketing to the Dutch market. Some key points: - The Netherlands has 17 million people and is internationally focused but also proud of Dutch culture. - The Dutch are socially active online, with high rates of social media and blog use. Young people especially are engaged on sites like Facebook, Hyves and YouTube. - To succeed in the Dutch market, marketers must understand Dutch characteristics like their direct communication style, love of deals, and focus on domestic and international trade. Mobile engagement is also growing rapidly. - Different regions of the Netherlands have their own identities, so avoiding stereotypes is important.

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
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5. Search
in
Holland
THE
END
–
Thank
YOU
@basvandenbeld
@state_ofsearch

6. Search
in
Holland
WAIT…
THERE
IS
MORE…
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@state_ofsearch

7. Search
in
Holland
Let’s
take
a
closer
look…
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@state_ofsearch

8. To
be
successful
in
Holland…
You
need
to
understand
the
Dutch
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@state_ofsearch

9. Search
in
Holland
A
few
facts
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@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….
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@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
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14. What’s
really
‘Dutch’
or
‘Holland’?
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15. Some
think
this
is
Holland
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16. Others
think
this
is
Dutch
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17. Or
this…
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18. Many
think
its
this…
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19. Many
come
for
this…
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20. Because
they
think
its
this
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21. All
of
this
indeed
is
Holland
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22. Dutch
have
some
specific
characteris4cs
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23. Poldermodel
Everybody
has
an
opinion
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24. Interna4onally
focussed
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25. But
also
proud
of
what’s
Dutch
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26. Dutch
like
to
trade
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27. They
LOVE
a
good
deal
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28. Dutch
like
their
privacy
@basvandenbeld
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29. But
the
neighbours…
They
have
to
know
all!!
@basvandenbeld
@state_ofsearch

30. Translate
to
online
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31. The
Dutch
like
to
state
their
opinion
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32. They
like
to
go
interna4onal
@basvandenbeld
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33. But
they
really
like
what
comes
from
home
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34. The
Dutch
hunt
for
bargains
on
marktplaats
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35. Big
discussion
on
cookies
regula4ons
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36. But
they
love
to
look
at
others
@basvandenbeld
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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
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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41. Finally…
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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.com
THE
END
(Really!)
Thank
YOU
twitter.com/basvandenbeld
twitter.com/state_ofsearch
linkedin.com/basvandenbeld
@basvandenbeld
@state_ofsearch