midwives, mosquitos & marijuana a few social media use cases arizona department of health...

Midwives, Mosquitos & Marijuana

A Few Social Media Use CasesARIZONA DEPARTMENT OF HEALTH SERVICES#NAPHSIS 2013

(adjective) \ˈsō-shəl\: of or relating to human society, the interaction of the individual and the group, or the welfare of human beings as members of society

SO.CIAL

ADHS Social Media

Why social? Reach audience where they choose to beInfluencer & thought leaderMake meaningful connections

Broad range of topicsMedical Marijuana ProgramMidwifery Rulemaking

ROIbrand advocates

have a plan

amplifiers

toolsengagement

be human

use trending

real speaklisten

no fear

ADHS Social Media

ListenFind where our online community members are & listen to what they’re talking about

ADHS Social Media

Be humanUse real speak, not government speak

ADHS Social Media

Staphylococcus aureus, Salmonella, Clostridium perfringens, Campylobacter, Listeria

monocytogenes, along with several other bacteria are the cause of most

food borne illness. Proper food handling is vital to preventing illness.

Be food safe this Memorial Day weekend! Don't let food sit out more than 2 hours & refrigerate leftovers

immediately.

ADHS Social Media

Have a planOur overall communication schedule guides our social messaging; coordinated with other/traditional media

ADHS Social Media

Use trendingWatch trending & use to amplify (only) where it makes sense

ADHS Social Media

ADHS Social Media

Brand advovatesIdentify those willing to share our message & partner with them around social campaigns

ADHS Social Media

EngagementShare what is relevant to our online audience; not everything works for social

ADHS Social Media

No fearDon’t fear negative feedback; use it as opportunity to engage & share more

ADHS Social Media

ROIReturn on InfluenceDetermine goals & measures of successWarm metrics

ADHS Social Media

ADHS Social Media

Some trial & error, but not expansion for sake of expansion

Blogs

ADHS Social Media

ADHS Social Media

ResponsiveGrowth of mobile

5 blogs & counting

directorsblog.health.azdhs.gov

ADHS Social Media

Culture of transparencyBackstory, process & motivations

directorsblog.health.azdhs.gov

ADHS Social Media

May 2010November

2010

PASSAGE OF AZ MEDICAL MARIJUANA VOTER INITIATIVE

FIRST #MEDICALMARIJUANA BLOG POST

785%

40%ANOTHER

SINCE THEN

ADHS Social Media

183 comments

10 days

ADHS Social Media

#azmidwivesInteractions with audience segmentReinforce

Environments relevant to audienceCross-pollinate content

Video Streaming

ADHS Social Media

ADHS Social Media

ADHS Social Media

ADHS Social Media

ADHS Social Media

Public involvement

ADHS Social Media

ADHS Social Media

+ Chat

ADHS Social Media

Chat

ADHS Social Media

#azvaccine

#azmidwives

Online Forums

ADHS Social Media

Submit ideas & suggestionsAddress concerns publiclyVote; crowd source ideas

ADHS Social Media

ROIuser-generated

content

online community growth

engagement

share of voice

robust campaigns

interactionsbrand awareness

warm metrics

ADHS Social Media

ADHS Social Media

Jennifer TweedyADHS Web & New Media Mangerjennifer.tweedy@azdhs.gov602.361.4174linkedin.com/in/jennifertweedyslideshare.net/jennifertweedy