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Product Management Metrics Question: Evaluating virtual event networking effectiveness for Hopin

Asked at Hopin

12 mins

what metrics would you use to evaluate hopin's networking functionality?

Product Success Metrics Medium Member-only
Metric Definition Stakeholder Analysis Product Strategy Event Technology SaaS Virtual Conferencing
User Engagement Product Metrics Virtual Events Hopin Networking

Introduction

To approach this networking functionality metrics problem effectively, I'll follow a simple product success metric framework. This structured approach covers core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Framework Overview

I'll follow a simple success metrics framework covering product context, success metrics hierarchy.

Step 1

Product Context

Hopin's networking functionality is a core feature of their virtual event platform, designed to facilitate meaningful connections between attendees in a digital environment. This feature aims to replicate the serendipitous encounters and planned meetings that occur at physical events.

Key stakeholders include:

  1. Event attendees: Seeking valuable connections and interactions
  2. Event organizers: Aiming to provide engaging networking experiences
  3. Speakers/presenters: Looking to connect with their audience
  4. Hopin: Striving to differentiate their platform and drive user engagement

User flow:

  1. Attendees enter the networking area
  2. They are matched with another participant (randomly or based on interests)
  3. A timed video call begins, typically lasting 3-5 minutes
  4. Users can exchange contact information or schedule follow-ups
  5. After the time expires, users can move to the next match or exit

This functionality is crucial to Hopin's strategy of creating immersive virtual events that rival in-person experiences. Compared to competitors like Zoom or WebEx, Hopin's networking feature offers a more structured and intentional approach to virtual networking.

In terms of product lifecycle, the networking functionality is in the growth stage. It's a well-established feature but still has room for optimization and expansion.

Software considerations:

  • Platform: Web-based application
  • Integration points: Video calling API, user profile data, scheduling systems
  • Deployment model: Cloud-based SaaS

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