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Page 1
NAVY RECRUITING
COMMAND
Twitch
GUIDE for streamers
2020
Page 2
GETTING STARTED
All of NRC’s nationally managed social media properties are meant to
generate awareness, support the brand, and drive visitors to navy.com. At
the NRD/NTAG level, social media is meant to generate leads and engage
prospects with eTalent team members. Everything done on social media
should be aimed at making connections between prospects and recruiters.
NRC’s established Twitch channel is an established nationally managed
social media property, meant to generate awareness of and interest in the
Navy and in Navy content. This guide provides direction for how designated
esports gamers should stream from this national social media account.
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Page 3
CONTENTS
I
TWITCH OVERVIEW 4
IV
1. Responsibilities
II
BEST PRACTICES /ETIQUETTE 6
TONE & VOICE 14
1. Twitch Tone
V
GAMES 16
1. Ideal Games
1. On-Camera Etiquette
2. General Best Practices
3. Engagement Criteria
III
WHAT TO TALK ABOUT 10
VI
TROUBLESHOOTING 18
1. Response Decision Tree
2. Themes for Discussion
VII
WHO TO CONTACT 20
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Page 4
I.
TWITCH OVERVIEW
4
Page 5
I. OVERVIEW
1.
RESPONSIBILITIES
Each streamer is responsible for streaming from America’s Navy Twitch account. This
includes launching the stream and responding to those engaged with the channel. In
addition, the type of content you are posting depends on the specific account you are
operating. If you are on your personal account, post about day to day activities in the
Navy, interesting parts of events you are attending, and behind the scenes candid
photos that would give a user a chance to see a world they otherwise wouldn’t have
access into.
TWITCH STREAMS
• Stream games that our audience is typically engaged with (a list of examples is
included in section IV)
• Engage with the game content and audience in real time
RESPONDING TO USERS
• Between games, review for any new followers or comments or questions
• Share information about life as a Sailor, educate followers/viewers about opportunities
within the Navy
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Page 6
II.
BEST PRACTICES/ETIQUETTE
Page 7
II. BEST PRACTICES/ETIQUETTE
1.
On-camera etiquette
Use the following lists to make sure you are engaging with the platform and the accounts’
followers in a responsible way
GENERAL
✓ Do not eat during the stream.
✓ Do not play unlicensed music within the livestream.
✓ No smoking or vaping while on stream.
✓ Place all drinks within an unbranded koozie.
✓ Refrain from the use of vulgar language.
✓ Always maintain sportsmanlike conduct and professionalism.
✓ Do not belittle lurkers or lack of activity within the stream.
✓ Pick games that are in good taste.
✓ Be mindful of what is in view of the webcam, including posters, pictures,
friends/family, etc.
✓ Interact with the chat as much as possible, including verbally on camera as well as
within the in-feed chat.
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Page 8
II. BEST PRACTICES/ETIQUETTE
2.
GENERAL BEST
PRACTICES
Use the following lists to make sure you are engaging with the platform and the accounts’
followers in a responsible way
GENERAL
✓ Test streams/overlays and video and audio outputs before going live.
✓ Plan to stream for 4 hours at a time.
✓ Take time between games to check in with the audience and answer any questions.
✓ Do not entertain trolls, and ban them if needed.
✓ Plan and keep your scheduled time slots. If you need to trade a scheduled stream,
inform MM2 Crosswhite so that NRC leadership is aware.
✓ Always
respond
comments
as the
voice
that going
reflectsonpositively
Put up videos
or to
stand-by
screen
to play
when
breaks. on the Navy.
✓ Do not add unauthorized users as mods during your stream; if you feel the need for
an additional mod, reach out to NRC leadership or a representative from The Navy
Partnership.
✓ Do not disclose where you or any member of the team is streaming from, including
city.
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II. BEST PRACTICES/ETIQUETTE
3.
ENGAGEMENT
CRITERIA
Use this to determine when and how to engage with a user.
DO NOT ENGAGE
WITH
✓ Minors or anyone under the age of 13.
✓ Content that is highly political in nature or negative.
✓ Users that appear to be spam, robots, or people trying to sell something.
✓ Content that involves illegal activities.
✓ Comments that trash another individual, celebrity, or brand.
BANNING
✓ Ban users who share content that does not abide by community standards.
✓ Ban trolls
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Page 10
III.
WHAT TO TALK ABOUT
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Page 11
III. WHAT TO TALK ABOUT
1.
RESPONSE DECISION
TREE
User comments
Does it Meet
Community
NO
Do not respond
in-feed
Guidelines?
YES
Is it a general
question
unrelated to
recruiting?
YES
Answer the question
NO
YES
Is it a recruiting
question?
Respond and let the user
know how to reach a recruiter
in their area by searching on
navy.com or completing the
RFI form
NO
If the content/question does
not require an answer yet
meets community guidelines,
ignore it
Address all questions
in a timely manner; do
not ask the user to
share confidential
information
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III. WHAT TO TALK ABOUT
2.
Themes for discussion
Use this section for ideas on what to discuss
PERSONAL STORIES OF SUCCESS & ADVENTURE
• Be ready to talk about yourself—why did you join the Navy? What did you do prior to
joining the Navy’s esports team?
• Talk about the excitement of your Navy career.
• Where has the Navy taken you?
• What have you experienced because you joined the Navy?
INTRODUCE THE NAVY’S GOATS & GLORY TEAM
• America’s Navy is partnering with the Evil Geniuses’ Counter-Strike: Global Offensive
team to help us find more Sailors who can compete in esports.
• Sailors can apply through an online submission portal through Navy.mil
• Talk about the games you love playing and look forward to competing in later this
year, specifically at TwitchCon in San Diego
• Talk about the excitement of your Navy career.
• Where has the Navy taken you?
• What have you experienced because you joined the Navy?
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Page 13
III. WHAT TO TALK ABOUT
2.
Themes for discussion
INFORM PEOPLE OF NAVY CAREER PATHS
• Gamers utilize skills every day while they compete, sometimes without even realizing
it
• Detail-oriented and working toward long-term goals
• Problem solvers under time pressures
• Perseverance in the face of frustration and roadblocks
• These are the same skillsets used in fields in nuclear engineering, aviation, special
warfare, cryptology and counterintelligence
• The Navy invests in their people. We want them to excel and consider their skills and
how that will help create the best possible Sailor.
• America’s Navy offers the NUKE program—one of the most prestigious careers in the
world and only offered when you dive into a career in the Navy.
OTHER TOPICS OF GENERAL INTEREST
• Hobbies you do outside of gaming
• Any advice or information about boot camp
• Why you joined
• Workout tips for passing requirements
Recommendation:
Feel like you’ve run out of things to say? Ask the chat about what they’re
interested in learning about the Navy.
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Page 14
IV.
TONE VOICE
Page 15
Twitch tone
You should feel comfortable and able to speak as yourself during your
streams. The guidelines below are to help guide you with regard to
tone, voice, and use of emotes.
DO
• Share your personal stories of your time in the Navy
• Confirm that you are speaking from your own experience, not for the Navy as a whole,
and that every Sailor has his or her own story
• Utilize appropriate emotes where and when it makes sense
DON’T
• Use any emotes taken, copied from, or representative of any other brand person,
artist, etc.
• Use emotes that are altered or misrepresented
• Tell others’ stories
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V.
Page 17
V. GAMES
GAMES
l6
1.
IDEAL GAMES
Test out a variety of titles as you stream, including current trending games, recent releases,
as well as indie or lesser-known titles.
CURRENT TOP TITLES
• Call of Duty: Modern Warfare
• Counter-Strike: Global Offensive
• League of Legends
• World of Warcraft
• Fortnite
• Dota 2
• Hearthstone
• Overwatch
• Apex Legends
• Minecraft
• Grand Theft Auto V
• FIFA 20
• Rainbow Six: Siege
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Page 18
VI.
TROUBLESHOOTING
Page 19
VI. TROUBLESHOOTING
1.
TROUBLESHOOTING
Be ready to start every stream with everything working as it should. Before
each of your live streams, be sure to do the following tests:
• Test streams and overlays on your own channels before going live on
America's Navy Channel
• Test all video/audio outputs before going live to avoid doing so after
stream has already started
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VII.
WHO TO CONTACT
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VII. WHO TO CONTACT
CONTACTS
If you come up against any issues on Twitch, have any questions, or feel you should
escalate a conversation or comment, please reach out to:
NRC Contact(s):
LT Robert Dyer
robert.b.dyer4@navy.mil
(479) 670-2782
TNP Contact:
Scott Kadien
Account Manager
VMLY&R
scott.kadien@vmlyr.com
(917) 334-4912
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