A vector $\boldsymbol{r}$ in $\mathbb{R}^3$ transforms under rotation $\boldsymbol{A}$ to $\boldsymbol{r}'=\boldsymbol{Ar}$. It is equivalent to an SU(2) "rotation" as $$\left( \boldsymbol{r}'\cdot\boldsymbol{\sigma} \right) = \boldsymbol{h} \left( \boldsymbol{r}\cdot\boldsymbol{\sigma} \right) \boldsymbol{h}^{-1},$$ where $\boldsymbol{h}$ is the counterpart of $\boldsymbol{A}$ in SU(2) given by the homomorphism between these two groups.
Now the question is, what would be the equivalent transformation in SU(2) of the rotation of a matrix in $\mathbb{R}^3$? In other words, what is the equivalent in SU(2) of $\boldsymbol{M}'=\boldsymbol{A}\boldsymbol{M}\boldsymbol{A}^{-1}$.