1. Midwives, Mosquitos & Marijuana A Few Social Media Use Cases ARIZONA DEPARTMENT OF HEALTH SERVICES #NAPHSIS 2013

2. (adjective) \ ˈ sō-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. Some trial & error, but not expansion for sake of expansion

17. Blogs ADHS Social Media

18. 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. Public involvement

30. ADHS Social Media

31. + Chat

32. ADHS Social Media

34. Chat ADHS Social Media

35. #azvaccine #azmidwives

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