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Social Media Case Study. Washington Capitals. Sean Parker- Director of Digital Media. Sergey Kocharov - Senior Director of Communications. Communications Staff. Pace Sagester - Manager of Media Relations. Megan Eichenberg - Communications Coordinator.

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social media case study

Social Media Case Study

Washington Capitals

communications staff

Sean Parker- Director of Digital Media

Sergey Kocharov- Senior Director of Communications

Communications Staff

Pace Sagester- Manager of Media Relations

Megan Eichenberg- Communications Coordinator

James Heuser- Digital Content Producer

Deborah Francisco- Managing Web Developer

Chief Marketing Officer- Monumental Sports & Entertainment

social media sites
Social Media Sites



@WashCaps – Get your official Caps updates. Click Here for a list of Game Night Hashtags.

@CapsMedia – The Caps media relations department touches base with the media covering the Capitals. (Must be approved to follow.)

@CapsCR - Tweets about players in the community, our community & charitable programs.

@CapsSlapshot – News, updates and events surrounding the Capitals mascot, Slapshot.

@CapsGameEnt – News and updates regarding game entertainment and CRL. Let us know what you think of the show and game night entertainment.

@ScarletCaps – News from the Scarlet Caps blog and Club Scarlet.

@CapsYouthHockey – News and events about the Capitals youth hockey related programs.

@CapitalsIntern – Behind the scenes look at being an intern for the Capitals.

  • Main Facebook page of the Washington Capitals
  • Provides news, photos, contests and special offers.\

  • Official Facebook page of Capitals mascot Slapshot.
  • Similar to main Facebook with a focus on the mascots events
  • Special focus on community youth events.

  • Official Facebook of the Capitals cheerleaders.
  • Higher focus on pictures and videos of cheerleaders and their practices.
other social media sites
Other Social Media Sites…

@WaltonCaps – Radio voice of the Capitals John Walton tweets about life with the Caps.

Google+ -


Location-based Social Networks

Caps on Foursquare, check in at Kettler Capitals Iceplex and the Verizon Center.

Capitals on Foursquare


Business Related

LinkedIn - Discus the Caps and hockey with other fans on this professionals-oriented social network.

The Washington Capitals LinkedIn Group



Listen to music, play music and discuss the Caps in the Capitals Rock room.


Discussion Boards

Talk about Caps Hockey with other Capitals fans.



Followers: 171,946

Created: May 16, 2008, 1:30 PM

Updates: 20,093

Last Update: June 10, 2013, 5:26 PM


  • First of its kind.
  • Developed in part by Activ8Social
  • Utilizes Facebook, Twitter, Instagram, & FourSquare
  • Fans are rewarded for engaging in social media.
  • Uses FanScore platform
  • Point system
  • Rewards, prizes, random giveaways, exclusive merchandise.


“The Capitals have a reputation as being one of the more digitally savvy teams in

professional sports and are always seeking innovative ways to give back and add

value to their diehard fans. The #CapsPowerPlay rewards program is just another

example of their willingness to find cool and unique ways to recognize and reward

the best fans in the NHL.” – Steve Cobb- Cofounder, Activ8Social

interview deborah francisco managing web developer washington capitals
Interview: Deborah FranciscoManaging Web Developer, Washington Capitals
  • How active would you say the Capitals are on social media?
  • “Extremely active”
  • “Top 5% in NHL”
  • - Goes back to Capitals owner Ted Leonsis, Vice Chairman emeritus of AOL
2 have the capitals had any failed campaigns
2.Have the Capitals had any failed campaigns?
  • Vine
  • Contest to win a chance to play ping-pong with a Capitals player.
  • Only had one entry.
  • Contest cancelled.
how successful would you say your organization is at social media
How successful would you say your organization is at social media?
  • Yes, successful.
  • Had players run Twitter account
  • 40 questions in an hour
  • 1500 people in group chat for game 7 of conference
  • quarterfinals in 2012
4 what are some weaknesses you would like to improve on
4. What are some weaknesses you would like to improve on?
  • More interaction.
  • Community engagement.
5 who is your biggest competitor in social media and pr marketing in general
5. Who is your biggest competitor in social media and PR/Marketing in general?
  • Other D.C. sports
  • Washington Redskins
  • “It’s sad, but football always beats us.”
  • Larger market
6 what are some nonconventional ways the capitals are involved in social media
6. What are some nonconventional ways the Capitals are involved in social media?
  • Pinterest
  • Club Scarlet
  • Tumblr
7 what is one thing you would like to see happen in your time with the capitals
7. What is one thing you would like to see happen in your time with the Capitals?

“Become the most repined sports board on


8 are there any exciting advancements in the near future
8. Are there any exciting advancements in the near future?
  • #CapsPowerPlay
  • Partnered with outside company to revamp home
  • page during games.
  • Opens directly to in game message board.
  • Better in game feed
9 what is a typical game day for you
9.What is a typical game day for you?
  • Morning skate- Kettler Capitals Iceplex, Arlington, VA.
  • Interviews
  • Constant online updates
  • Manage in game message board
10 how important would you say social media is to the capitals
10. How important would you say social media is to the Capitals?

“It’s vital. It’s the quickest way for us to get our

message out.”

fan zone
Fan Zone
  • Part of official web page
  • Facebook and Twitter feed
  • Mobile alerts
socialtoaster article
SocialToaster Article
  • Content Quality
  • Audience Engagement
  • Innovation
  • Thrill Factor
  • Emphasizes Facebook and Twitter
  • Most followers in NHL (282,000)
  • Student Rush
  • Mobile App

  • Active
  • Innovative
  • Interactive
  • Creative
  • Elite