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Every European is different. In search you have to keep in mind how Europeans think. If you don't do that you will lose a lot of opportunities. In this presentation Bas van den Beld gives some insights in how Europeans differ and how they think. Find tips on how to handle the different European countries.
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SASCONManchester 2010
Bas van den Beld
Running a Pan-EuropeanSearch Campaign:More than (key)words
One sheet about me• NetTraject• Historian• Search & social strategy
expert, blogger, trainer, speaker
• Radioshow• Founder Searchcowboys• Founder
Stateofsearch.com• International blogger• European
Europe: a potential big market
Europe, a complicated continent
50 countries in Europe
EU has 23 languages
Many countries with multiple languages
Over 200 languages in total
Example
Netherlands: 2 languages, 9 dialects
Belgium: 3 languages
Spain: 4 languages
In total over 1000 different languages & dialects
Americans don’t get Europe
More than words
History shows…
All Europeans are different
Europeans have different lifestyles
Even within countries
Translate this to search
You cannot target every European the same way
Every European looks for different things
Germans are privacy sensitive
Russians are looking for friends
You cannot target every European the same way
Things you can do
Research your languages
Things you can do
Don’t just translate
Things you can do
Hire natives, for language….
Things you can do
…but also to point you in the right directions
Things you can do
Set up country sites
Things you can doColors matter!
Know the history and culture
Know who you are targeting
Make it fit
Target specific
Think outside
Dare to look in different directions
Questions?www.stateofsearch.comwww.basvandenbeld.comwww.nettraject.nl
twitter.com/basvandenbeldlinkedin.com/basvandenbeld
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