Social Media Case Studies, NAPHSIS 06-05-2013
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This document discusses the Arizona Department of Health Services' use of social media for outreach purposes. It outlines their strategy of using social media to reach audiences where they are online, establish themselves as thought leaders on health topics, and foster meaningful connections. Some of the key topics they cover on social media include the medical marijuana program and midwifery rules. The document provides best practices for social media use, such as listening to online discussions, speaking conversationally, having a content plan, engaging with trending topics, identifying brand advocates, and measuring return on influence.
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Social Media Case Studies, NAPHSIS 06-05-2013
- 1. Midwives, Mosquitos & Marijuana A Few Social Media Use Cases ARIZONA DEPARTMENT OF HEALTH SERVICES #NAPHSIS 2013
- 2. (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 be Influencer & thought leader Make meaningful connections
- 3. Broad range of topics Medical Marijuana Program Midwifery Rulemaking
- 4. ROI brand advocates have a plan amplifiers tools engagement be human use trending real speak listen no fear ADHS Social Media
- 5. Listen Find where our online community members are & listen to what they’re talking about ADHS Social Media
- 6. Be human Use real speak, not government speak ADHS Social Media
- 7. 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
- 8. Have a plan Our overall communication schedule guides our social messaging; coordinated with other/traditional media ADHS Social Media
- 9. Use trending Watch trending & use to amplify (only) where it makes sense ADHS Social Media
- 11. Brand advovates Identify those willing to share our message & partner with them around social campaigns ADHS Social Media
- 12. Engagement Share what is relevant to our online audience; not everything works for social ADHS Social Media
- 13. No fear Don’t fear negative feedback; use it as opportunity to engage & share more ADHS Social Media
- 15. ROI Return on Influence Determine goals & measures of success Warm metrics ADHS Social Media
- 16. ADHS Social Media Some trial & error, but not expansion for sake of expansion
- 18. ADHS Social Media Responsive Growth of mobile 5 blogs & counting
- 19. directorsblog.health.azdhs.gov ADHS Social Media Culture of transparency Backstory, process & motivations
- 20. directorsblog.health.azdhs.gov ADHS Social Media May 2010 November 2010 PASSAGE OF AZ MEDICAL MARIJUANA VOTER INITIATIVE FIRST #MEDICALMARIJUANA BLOG POST 785%
- 21. 40% ANOTHER SINCE THEN ADHS Social Media
- 22. 183 comments 10 days ADHS Social Media #azmidwives Interactions with audience segment Reinforce
- 23. Environments relevant to audience Cross-pollinate content
- 25. Video Streaming ADHS Social Media
- 29. ADHS Social Media Public involvement
- 31. ADHS Social Media + Chat
- 36. Online Forums ADHS Social Media
- 37. Submit ideas & suggestions Address concerns publicly Vote; crowd source ideas ADHS Social Media
- 39. ROI user-generated content online community growth engagement share of voice robust campaigns interactions brand awareness warm metrics ADHS Social Media
- 41. Jennifer Tweedy ADHS Web & New Media Manger jennifer.tweedy@azdhs.gov 602.361.4174 linkedin.com/in/jennifertweedy slideshare.net/jennifertweedy