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Introduction to BitTorrent Bundle
 

Introduction to BitTorrent Bundle

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BitTorrent Bundle is an Alpha project, made with and for the web’s creative community. Our mission is to help artists connect directly with fans, inside the content they share. Learn more.

BitTorrent Bundle is an Alpha project, made with and for the web’s creative community. Our mission is to help artists connect directly with fans, inside the content they share. Learn more.

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    Introduction to BitTorrent Bundle Introduction to BitTorrent Bundle Presentation Transcript

    • Introduction to BitTorrent Bundle For Internal Presentations Only, Not For External Distribution.
    • Contents Introduction Building a BitTorrent Bundle Campaign BitTorrent Bundle for Publishers BitTorrent Bundle Case Studies Appendix: BitTorrent Overview BitTorrent, Inc. For Internal Presentation Purposes Only, Not For External Distribution .
    • Introduction For Internal Presentations Only, Not For External Distribution.
    • Introduction/ Bundle Overview BitTorrent Bundle BitTorrent Bundle is an Alpha project, made with and for the web’s creative community. It’s a new media format designed to help artists connect directly with fans, inside the content they share. Unlike traditional digital distribution formats, each Bundle comes with a key. Fans who download an artist Bundle can sample content for free. Then, they can choose to unlock premium artist content with an email address (donation unlock coming soon). Each time the object is shared, a new value opportunity is surfaced. The idea is to make each song or film file a storefront; to make each artist file more valuable with every social interaction. BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Introduction/ Bundle Overview Before the gate Sample content for free. Gate Enter email to unlock. Behind the gate Access premium artist content. BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Introduction/ Bundle Overview BitTorrent Bundle expands an artist’s reach, creating value and virality 900K - 1MM total daily campaign page impressions 60 - 90% web download conversion rate 17% average conversion on advertising across ecosystem 10-15% of fans go from Bundle to artist stores / merchandise sites 21% of fans share the Bundle on social media Source: Google Analytics, Bit.ly BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Building a BitTorrent Bundle Campaign For Internal Presentations Only, Not For External Distribution.
    • Building a BitTorrent Bundle Campaign/ Overview Bespoke campaign overview We partner with artist publishers on a case-by-case basis to build BitTorrent ecosystem campaigns; supported by targeted advertising on BitTorrent websites, and inside BitTorrent software. In 2012, individual artist campaigns were downloaded by more than 152 million fans. Source: Google Analytics, Bit.ly BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Building a BitTorrent Bundle Campaign/ Sample Landing Page BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Building a BitTorrent Bundle Campaign/ Sample Unlock Page BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Building a BitTorrent Bundle Campaign/ Sample Share Page BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Building a BitTorrent Bundle Campaign/ Web User Flow BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Building a BitTorrent Bundle Campaign/ Install Path (New User) Flow BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Building a BitTorrent Bundle Campaign/ Social Sharing Flow BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Building a BitTorrent Bundle Campaign/ Torrent Flow BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Building a BitTorrent Bundle Campaign/ Advertising Impressions: 6 billion+ impressions across BitTorrent sites and applications 6 billion monthly impressions in the BitTorrent and µtorrent client 1 million daily impressions on bittorrent.com and utorrent.com Conversion: BitTorrent users are highly engaged with artist content 2 - 4 % CTR on in-app advertising 35% CTR on Install Path advertising Units: BitTorrent placements allow for not just reach, but creative flexibility Web: homepage of bittorrent.com & utorrent.com BitTorrent & µTorrent application: install path, featured torrent, LREC Source: Google Analytics, Bit.ly BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Building a BitTorrent Bundle Campaign/ BitTorrent Advertising on the Web ARTIST BUNDLE BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Building a BitTorrent Bundle Campaign/ BitTorrent Advertising in the App ARTIST BUNDLE ARTIST BUNDLE BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • BitTorrent Bundle For Publishers For Internal Presentations Only, Not For External Distribution.
    • BitTorrent Bundle for Publishers/ Overview BitTorrent Bundles for Publishers BitTorrent Bundle for Publishers is an Alpha program designed to make directto-fan publishing simple. The new platform automates content distribution: allowing creators to build shareable pages in a click, and share multiple files and multimedia content in a single download. BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • BitTorrent Bundle for Publishers/ Overview 6,000 participants 100+ independent Bundles published BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • BitTorrent Bundle for Publishers/ Getting Started Create a shareable page and download for your work. All you need is a title, background art, and the content you want to share with people. BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • BitTorrent Bundle for Publishers/ Getting Started Place content that people can download for free in front of the gate. Place premium content behind the gate. BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • BitTorrent Bundle for Publishers/ Getting Started Publish your campaign page. Then, embed and share your Bundle link with fans across the web BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • BitTorrent Bundle Case Studies
    • Background / 2012 Summary In 2012, we partnered with some of the worlds most creative people, experimenting with content to imagine a new media distribution landscape. 2012 Content Partners Counting Crows Death Grips Clap Your Hands Say Yeah Alex Day Stacy Peralta / Bones Brigade Pretty Lights Billy Van DJ Shadow Tim Ferriss Kumare Chester French Way Too Sick Node Studios Willis Earl Beal BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Background / 2012 Summary 152MM Bundle downloads 15% Conversion to artist site 126MM Music downloads 12% Conversion to artist store 25MM Film downloads 30% Conversion to email 1MM Book downloads 21% On direct revenue offers Over 2MM legal, licensed pieces of content preserved via BitTorrent. Over 85 petabytes of legal content distributed in 2012. Source: Google Analytics, Bit.ly, Campaign Monitor BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Background / 2012 Summary BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Background / 2012 Summary “ 152MM Bundle downloads 15% Conversion to artist site Conversion to artist store 126MM Music downloads 12% BitTorrent can be a great competitive advantage to the most resourceful creators, downloads Conversion to 25MM Filmand a delight to inquisitive consumers.email 30% On direct revenue offers 1MM flexibility allows inventive deal-making and imaginative revenue 21% This Book downloads creation that is desperately needed when consumer incentive to pay for Over 2MM legal, licensed pieces of Internet Archive content preserved via BitTorrent. standard formats is reduced. Over 85 petabytes of legal content distributed in 2012. Engadget, November 2012 BitTorrent, Inc. | BitTorrent Bundle ” For Internal Presentation Purposes Only, Not For External Distribution .
    • Background / 2012 Summary “ 152MM Bundle downloads 15% Conversion to artist site 126MM Music downloads 12% Conversion to artist store Conversion to email 25MM Film downloads 30% The click-through rates from BitTorrent to Amazon were higher than anything I've ever seen through paid On direct revenue offers advertising. 1MM Book downloads 21% ” Over Orders of magnitude higher. 2MM legal, licensed pieces of Internet Archive content preserved via BitTorrent. Over 85 petabytes of legal content distributed in 2012. Tim Ferriss, April 2013 BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Background / 2012 Summary “ 152MM Bundle downloads 15% Conversion to artist site Conversion to artist store 126MM Music downloads 12% When we learned that the BitTorrent protocol is used by over 170 million Conversion to email users, all of whom consumers of entertainment and music, and 25MM Film downloads are avid 30% whom purchase 30 percent more of that content than average, we knew On direct revenue offers 1MM wanted to reach out to them and engage them in our indie film. This 21% we Book downloads was an opportunity to talk to a huge fanbase from the onset, and create lifetime licensed pieces of Internet Archive content preserved via BitTorrent. Over 2MM legal,value from film fans. Jill Calcaterra, Cinedigm, May 2013 Over 85 petabytes of legal content distributed in 2012. BitTorrent, Inc. | BitTorrent Bundle ” For Internal Presentation Purposes Only, Not For External Distribution .
    • Background /2012 Summary “ 152MM Bundle downloads 15% Conversion to artist site Conversion 126MM Musicother option available where you can to artist couple of months of 12% There’s no downloads take a store an artists work and put it out in a creative way. It’s activated the local Conversion 25MM Film downloadsbeen a heavy lift from Twitter to email 30% promoters, there’s and Facebook that’s still resonating. We saw a jump in pre-sales, about a 30% jump on average from On Book downloads 1MM time we dropped the Bundle. We saw direct revenue offers 21% the 500% growth across the apparel site from new sign-ups and merchandise sales. In a 360 situation, I don’t Over knowlegal, you can pieces of Internet ArchiveBitTorrent Bundle.via BitTorrent. 2MM how licensed ignore the power of the content preserved Austin Briggs, Jet Life, August 2013 Over 85 petabytes of legal content distributed in 2012. BitTorrent, Inc. | BitTorrent Bundle ” For Internal Presentation Purposes Only, Not For External Distribution .
    • Background / 2012 Summary “ 152MM Bundle downloads 15% Conversion to artist site Conversion to artist store 126MM Music downloads 12% BitTorrent promoted 16 artists' new work to its 160 million users Conversion email Film downloads 25MM year, driving 124 million 30% downloads to one-third of total last legal – music downloads! – in the first six months ofrevenue alone. On direct 2012 offers 1MM Book downloads 21% Fast Company’s Most Innovative Company #31 ” Over Fast Company, February 2013 pieces of Internet Archive content preserved via BitTorrent. 2MM legal, licensed Over 85 petabytes of legal content distributed in 2012. BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Background / Building the Record Store of Everywhere In 2013, we took what we learned, and built a new type of media format designed for the distributed nature of the Internet. How you paid for content in the 1970s How you paid for content in the 1990s Independent retailers Super-stores RECORD STORE RECORD STORE How you paid for content in the 2000s Digital warehouses How you pay for content today, with BitTorrent Bundle User-generated storefronts. RECORD STORE RECORD STORE BitTorrent, Inc. | BItTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Vikram Gandhi / Kumaré Using BitTorrent Bundle to gain theater distribution for the SXSW award-winning film. Download: Kumaré trailer 10-minute film excerpt Behind-the-scenes photos 10 exclusive tracks Fans who downloaded the Bundle were driven to the film’ s page, where they could view showtimes and buy tickets. 3MM the total number of Kumaré Bundles downloaded. 18K the number of fan emails collected. 80K the number of users who checked out theater showtimes. SOLD OUT the film’s IFC premier in NYC sold out following the promo; the doc achieved distribution in 15 US cities. Source: Google Analytics, Bit.ly, Campaign Monitor BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Tim Ferriss / The 4-Hour Chef Using BitTorrent Bundle to drive Amazon book sales for the New York Times bestselling author. Download: Part 1 of The 4-Hour Chef New recipes Behind-the-scenes photos and videos Drafts, notes, and interviews Fans who downloaded the Bundle for free were driven to the book’s Amazon page. 2MM 2MM 880K 880K 621K 621K 4 4 the total number of 4-Hour Chef Bundles downloaded. the number of users driven from BitTorrent to the book’s Amazon page. the number of users driven to authorowned properties (site, YouTube). the number of best-seller lists that featured The 4-Hour Chef. Source: Google Analytics, Bit.ly, Campaign Monitor BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Linkin Park / StageLight Using BitTorrent Bundle to drive music software trials for one of rock’s leading bands. Download: StageLight: LINKIN PARK Edition 30-Day Trial Stagelight by Open Labs Intro & Tutorials Interview with Mike Shinoda Soundslate Pro 10% Off Coupon Fans who downloaded the Bundle for free were driven to upgrade their trial software. 2MM the total number of Linkin Park X Open Labs software demos downloaded. 880K 60K the percentage increase in Open Labs software Facebook reach 621K 100 the number of new countries added to the software’s user base. 10X 4 the increase in daily software usage since the campaign launched. Source: Google Analytics, Bit.ly, Campaign Monitor BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Jet Life / Red Eye Mixtape Using BitTorrent Bundle to drive music software trials for one of rock’s leading bands. Download: The Red Eye Tour Mixtape (13 new tracks) Tour art Documentary film Merchandise coupon Fans who downloaded the Bundle for free were driven to register on the crew’s website. 4MM 2MM the total number of Jet Life Bundles downloaded. 880K 41K the number of new Jet Life email leads generated. 621K 30% the percentage increase in advance tour tickets sold, as a result of the campaign. 500% 4 the increase in growth across the crew’s apparel website. Source: Google Analytics, Bit.ly, Campaign Monitor BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Madonna / secretprojectrevolution Using BitTorrent Bundle to drive global awareness of the artist’s free speech project Download: secretprojectrevolution trailers secretprojectrevolution full film Madonna: the VICE interview Personal message from the artist Fans who downloaded the Bundle for free were driven to the public art project on VICE and YouTube. 1.2MM the total number of Madonna Bundle downloads. $2MM the media value of press, Twitter, and BitTorrent advertising impressions. 271K 32% more views of the Bundle in BitTorrent than on YouTube. percentage of secretprojectrevolution conversation driven by BitTorrent. Source: Google Analytics, Bit.ly, Campaign Monitor BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Moby / innocents Using BitTorrent Bundle to drive fan engagement with the artist’s 11th studio album Download: 4 innocents MP3s 3 films inspired by the album Album art The entire innocents stem catalogue Fans who downloaded the Bundle for free were driven to participate in a remix competition 2MM the total number of Moby Bundle downloads. 50K the number of fans driven from the Bundle to iTunes . 30K the number of fans who engaged with Moby remixes. 30K the number of fans who shared the Bundle in social media. Source: Google Analytics, Bit.ly, Campaign Monitor BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • 2013 Results / Overview Artist Partners Kaskade / Ultra Music | Berklee College of Music | Public Enemy | Pixies | Corey Taylor | Jet Life | Absence | Fly or Die | Linkin Park | Mickey Hart | Tim Ferriss | Marc Ecko | Madonna | Moby 28 MM Bundle downloads 988K Emails collected 2MM Artist property impressions 60-90% Website unlock rate 0.7-2% Install path unlock rate 10-15% Partner site conversion Source: Google Analytics, Bit.ly, Campaign Monitor BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Thank You
    • Appendix
    • Company Overview For Internal Presentations Only, Not For External Distribution.
    • Company Overview/ Introduction A better Internet, powered by people BitTorrent Inc. is a distributed technology company based in San Francisco. We design distributed technologies that scale efficiently, keep intelligence at the edge, and keep people in control of their content and data. More than 170 million people use our products every month. Our mission is to build a better Internet. To work with people and industries to create better ways to move information. Better ways for creators to make money. New ways for fans to engage, on their terms. Ways to sustain the stuff we share. The Internet promised us this much. And we promise to make good on it. BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Company Overview / Introduction We believe in creative empowerment. There’s no size cap on creativity. We don’t think in send limits. For over a decade the BitTorrent protocol has applied distributed technology to the issue of digital distribution, using the power of peer-to-peer to enable Internet data delivery. BitTorrent was founded to support Internet innovation. We move the ideas that move the world. Being on the side of innovation means we have an obligation to it. We do not endorse online piracy. We do not encourage it. We don’t point to piracy sites. We don’t host any infringing content. We have, and we will continue to, work tirelessly with fans, labels, studios, publishers, artists and fans to create a sustainable digital future for content, for all of us. BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Company Overview / Introduction We believe in the Internet of people. Originally designed as a replacement for HTTP, BitTorrent is a people-powered protocol that works the way the web does: the more people using it, the better it works. It’s the engine behind the Internet’s leading platforms, and innovation’s leading edge: from 4K to live streaming. BitTorrent empowers each user who is publishing, syncing or broadcasting a file to become part of the processing power of moving that file. This is the human network. This is the Internet of people. BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Company Overview / Introduction We believe in an Internet of options, not rules. We are scientists, engineers, developers, coders and designers; filmmakers, musicians, writers, and gamers. We came together to work here because we wanted to build a better Internet. Today the www is full of rules. This is where you buy stuff. This is how you sell stuff. This is how you communicate. How you connect. How you broadcast. This is how you play ball. The Internet’s creative communities don’t need more rules. They need more options. We are committed to providing them: in a ways that are sustainable, viable and - practical - for consumers, creators, and industries. BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Company Overview / Technology BitTorrent is a technology that powers the web’s core applications, the gaming industry’s leading brands, and science’s leading edge. Relied on by Facebook, Twitter, Wikipedia and Etsy for code deployment. BitTorrent, Inc. | BitTorrent Bundle Used by Blizzard and Eve online to push game updates Part of the delivery infrastructure for human genome research and the Large Hadron Collider For Internal Presentation Purposes Only, Not For External Distribution .
    • Company Overview / User Base BitTorrent is a people-powered network of more than 170 million users around the world; one of the largest addressable audiences in Internet history. 200MM 170MM 175MM 24MM Spotify BitTorrent LinkedIn Twitter Top Sites by Monthly Active Users: BitTorrent has 170MM. Source: BitTorrent, Quantcast, Wikipedia, Morningstar. BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Company Overview / User Base BitTorrent users are young, tech-savvy, and media-hungry. They spend more money, and more time, on content (online and offline) than their digital peers. Young adults 26% 18-24 11% Female 10% Grad school 19% 25-34 17% 35-44 13% 45-54 65+ Tech-savvy students 18% <18 55-64 Predominantly male 89% Male 39% College grads 51% HS Students 6% 2% Source: Quantcast BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Company Overview / User Base BitTorrent users are your fans; engaged in the future of media. According to a report by the IFPI, BitTorrent users are: 33% more likely to buy albums 34% more DVD purchases 34% more in-theater movies 100% more likely to pay for music Source: IFPI (International Federation of Phonographic Industries) BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .
    • Thank You