User Generated Content @ Yahoo

The user numbers joining social networks are increasing and so is the usage of User Generated Content in general. Still there is no increase in advertising budgets within this context. For Yahoo! Germany, HYVE conducted a NetnographyInsights© project to analyze the German Yahoo! Answers platform, to find out about structure, behavior and motives of the platform´s users. On basis of these Insights, HYVE developed approaches on how to design advertising in the context of User Generated Content so it is more attractive to both - advertisers and advertising addresses.

The user numbers joining social networks are increasing and so is the usage of User Generated Content in general. Still there is no increase in advertising budgets within this context. For Yahoo! Germany, HYVE conducted a NetnographyInsights© project to analyze the German Yahoo! Answers platform, to find out about structure, behavior and motives of the platform´s users. On basis of these Insights, HYVE developed approaches on how to design advertising in the context of User Generated Content so it is more attractive to both - advertisers and advertising addresses.

client:

Yahoo! Germany

product:

Netnography

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Stephan Ruppert, Beiersdorf AG

“Netnography is a very effective method to acquire deep qualitative understandings for new consumer groups or topic categories, especially in the early innovation phase.
Often, interesting facets are discovered, which supplement classical Methods and become highly vivid through the original quotes. The HYVE AG is a very professional partner for the implementation of Netnography projects.”