DEMA’s Legislative Efforts Producing Big Results in 2012

DEMA is well-known for the annual DEMA Trade Show, but DEMA is much more than this trade-only event. DEMA’s legislative initiatives on behalf of the industry contribute to the diving community in many ways which help all DEMA Members. DEMA exists to serve its members by identifying key issues that affect the growth and success of the scuba and snorkeling industry, and by taking action on legislative matters which have an adverse effect on the sport. As in previous years, 2012 has been a productive year for the Association’s legislative efforts, helping to avert legislation detrimental to dive businesses, environmental disasters affecting recreational diving locations and preventing the loss of access to divers.

DEMA formally contracts with a liaison based in Florida and works directly with volunteer members in California, Hawaii, Florida and other states to monitor and act where needed, especially when legislation could set precedents that impact the overall industry. Working together with these legislative representatives and other industry professionals, DEMA has been able to assist in numerous legislative activities since the beginning of the year.

2012 Legislative initiatives include: 

• Health Care Reform Member Advisory
  • Created a roadmap for DEMA Members to understand impending healthcare reform
• Shark Fin Ban in New Jersey
  • DEMA supported banning shark finning in New Jersey, providing economic and jobs data on the impact of diminished diving activity due to a reduction in the shark population to help secure the needed legislation
• Support of the Extension of the Deadline for Americans with Disabilities Act Compliance
  • Webinars for DEMA Members to help understand pool compliance requirements
  •  Seminars scheduled for Saturday, November 17^th in affiliation with DEMA Show 2012 to further educate attendees
• Request for withdrawal of Coast Guard Advisory on Recreational Diving
  • Coast guard distributed advisory outlining requirements for dive boats
  • DEMA requested USCG to withdraw the Advisory since it was based on a false premise, appeared to include requirements outside of the scope of the USCG and included comments which conflicted with diving industry standards of practice
• Support of the Florida Keys National Marine Sanctuary
  • DEMA supported fair use guidelines for Florida Keys sanctuaries including the recommendation that non-consumptive activities like recreational diving be allowed and consumptive activities such as spearfishing be allowed when hook and line fishing are permitted
• Passage of Legislation to Resolve Dive Charter Boat Fishing License Issue
  • DEMA drafted and passed language to finally resolve the issue of whether dive charter boats were required to have fishing licenses during the two-day lobster season.  Dive charter boats now have several options, and will no longer be fined or closed down.
• Promoting Diver Safety during Lobster Mini-Season in Florida
  • Public Service Announcement played on television stations in Florida and surrounding states as well as online, to remind divers to tune their equipment and take a dive refresher prior to Lobster mini-season

If you know of a legislative, environmental or other issue affecting the dive industry, let DEMA know at info@dema.org.

Searching for a Perfect Social Media Plan

Guest Blogger: Rachelle Morris, DEMA Membership Marketing & Communications Coordinator

As DEMA’s Membership Marketing and Communications Coordinator, one of my responsibilities is to maintain our social media pages. Sound like a Millennial’s dream-come-true? As it turns out, giving social media followers what they want is a HUGE responsibility and requires much more thought and strategic planning than simply reposting the latest “Cute Kitten Meme.”

With social media trends ever-changing, I have spent countless hours trying to find THE answer to making our social media sites the best they can be.  And after much research, I finally found the answer: There is no answer. No 10-Step Process. No “one-size-fits-all.”  No magical equation. Pretty anti-climactic, huh?

There are plenty of great tips out there, but no one has the universal answer for guaranteed success. You can bet that in all my research I NEVER found a guaranteed step-by-step process for how a non-profit trade organization can best engage the professional Diving Industry.  

However, my research did uncover a number of themes that seem to push most social media campaigns in the direction of success. In an effort to spare you from hours of grueling research, I’d like to share some of my discoveries with you over the next few weeks. I am not saying that these are the answers to your social media woes, but instead may they serve as food-for-thought. It is my hope that something you read here may be of some help in your social media efforts.

Let me start off by discussing the heavy hitter which may very well have replaced the timeless tradition of the High School Reunion: Facebook. While my research suggests there are many things that can help keep your followers happy and engaged, here are my five favorites:

1.       The 80/20 Rule: Did you ever (or maybe you still do) have that annoying friend that ONLY ever wants to talk about themselves? Don’t allow your Facebook page to be that friend. Nobody wants to follow a Facebook page that is going to entirely self-promote, so don’t or you may find your page getting dropped like a bad habit. The 80/20 rule suggests that 80% of your posts should be providing valuable content that supports the lifestyle/interests/concerns of your followers while 20% should be promotional.

What DEMA is doing: DEMA’s Facebook page “80%” contains stories that we believe diving professionals will find interesting. Whether it is news on the 1900’s ship wreckage discovered by divers or a great business tip – we want to pass it on to you to enjoy. Our “20%” is providing our followers with Association-specific news, Member benefits, important reminders and other DEMA tid-bits.

2.       Don’t post too much: On my personal Facebook page I have one friend in particular who – and I am not even exaggerating – on any given day will LITERALLY have 15-20 posts IN A ROW in my news feed. As much as I want to connect with them on social media, constant updates like these put them at risk for being “de-friended.” My point is this: if people are following your page, that means they are interested in what you have to say but that doesn’t give you a license to be annoying. My research suggests that your business page may see higher engagement rates if you post 1-2 times per day and that you may (remember this is not an exact science) get the best results during the hours of 1:00pm and 4:00pm. My takeaway from this: Moderation is key; post regularly enough to stay top-of-mind, but not so often that you turn people away from your brand. Know your audience and be mindful of how often they want to see you in their newsfeed. Combining this pattern with quality content should keep your followers intrigued and loyal.

What DEMA is doing: We try really hard to follow the 1-2 times per day rule. Sometimes it’s more, sometimes it’s less. But more often than not, you are probably only going to hear from DEMA on Facebook a couple of times a day.

3.       Visuals are KEY: Timeline was designed with visual stimulation in mind. Some love it, some hate it. Either way, take advantage of this trend! Post photos. Share photos. If you can, turn your content into visuals. If you can create a viral image…then gold star for you!

What DEMA is doing: We update our cover story weekly to visually communicate news released that week. We have even experienced these images being shared as our followers spread the news to their friends. We’ve also created a special “Industry News” photo album that essentially acts as a news archive including links to the full articles. If we see a fun, diving-related viral image – we share that with our followers. And we have developed a little game we like to call, “Mystery Pic of the Week.” We have other fun visual ideas coming down the pipe, but I don’t want to spoil all the fun quite yet. :)

4.       Tell people what you want them to do: Do you want someone to “Like” or share something? Tell them! Telling your followers what course of action you want them to take is sometimes the only little nudge they need to engage with your content.

What DEMA is doing: We’ve used this little golden nugget in a number of our posts. Over the past few months, the post to experience the most engagement ASKED for follower participation: "LIKE" this status if we will see you in 79 days at DEMA Show!” How’s that for delivering results?! ;)

5.       Talk to your followers: Ask people questions. Ask for their feedback. Create a poll using Facebook’s fancy little poll feature! RESPOND to post, questions, direct messages and comments. After all, social media is all about COMMUNICATION – make sure you are communicating with your followers and show them that you care about what they have to say.

What DEMA is doing: Here at DEMA we check our Facebook throughout the day and respond to comments, questions and direct messages as soon as we see them. Sometimes we will post questions or polls on our Timeline to prompt conversation. Posts that are left by followers might even receive a “LIKE” or comment from us as well.

So there you have it! If you aren’t already, think about how some of these ideas might work in your social media plan. Next week, I will share ideas for how to track and determine the success of these efforts (and how DEMA is doing it ourselves).

So, until next Monday and in the spirit of today’s post, I’d like to know:

• What do you hope to get from DEMA’s Facebook page?
• What is it missing? What do you like?
• Do you have any strategies and creative ideas that have been successful for your company/organization?

I invite you to share them here with me and the rest of the Diving Industry!

Have a great week!

Rachelle

Just a tiny sample of my findings:

• The 80/20 Rule
• 10 Powerful Tips to Increase Fan Engagement on Facebook
• The Best and Worst Times to Share on Facebook, Twitter
• Seven Ways To Use Photos To Amplify Engagement On Your Facebook Page
• 5 Tips to Maximize Your Brand’s Facebook Reach
• How to Use Facebook Questions to Increase Engagements and Fans
• Facebook Timeline Brand Pages Are Here
• Here’s How People Look at Your Facebook Profile — Literally

DEMA Members Can Save Big and Take Advantage of New Benefits by Visiting the DEMA Booth at DEMA Show 2012

The DEMA Booth at DEMA Show 2012 will offer attendees a wealth of information on the Associations’ latest programs and benefits as well as the opportunity to take advantage of DEMA Membership and program specials. The DEMA Booth is one stop attendees can’t afford to miss while at DEMA Show 2012 to make sure they’re using DEMA membership benefits to their fullest potential.

 

While at the booth, attendees can explore DEMA’s latest retention tool, the in-water game of DiveCaching. In 2011, DEMA launched DiveCaching to help grow and promote local diving. This initiative was designed to increase customer retention for dive retailers by giving current divers a reason to return to a local dive spot or even brush up on their navigational skills. Attendees can learn the latest developments to help them implement the exciting in-water game of DiveCaching into their store’s retention program by attending daily mini-seminars taking place inside the DEMA Booth. 

 

Attendees will also have the opportunity to learn more about the benefits of Membership that can help their businesses save all year long. Representatives from various DEMA Member benefit programs and initiatives will be on hand to provide attendees with all of the details they need to start helping their business. Members can meet and learn directly from providers about benefits like discounted credit card processing, the DEMA’s Freight Savings Program and even the newest Member benefit, DEMA’s Health & Business Insurance Program. Those interested in learning more about DEMA’s new Water, Sports & Travel Festival can speak directly with festival management team members and receive detailed information on the festival, including a floor plan, current exhibitor list and marketing plan. 

 

To get the most bang for their buck, attendees should take advantage DEMA’s own Show specials at DEMA Show 2012. Those joining the Association for 2013 onsite will instantly save $50! Registered DEMA Show Buyers can also receive an additional $50 American Express Gift Card when they become a 2013 DEMA Member and show proof of purchase from 5 different DEMA Show exhibitors (totaling at least $500).

 

Complete Show Features and Exhibits can be found on the DEMA Show website. 2012 DEMA Members can save up to $125 on their seminar package price by registering now, before the early-bird pricing deadline of October 9, 2012. Become a 2012 DEMA Member today and SAVE! All attendees are encouraged visit the DEMA Booth to learn how they can make the most of their Membership and take control of their businesses.

 

The annual DEMA Show, the largest trade-only event in the world for companies doing business in the scuba diving, ocean water sports and adventure/dive travel industries, attracts hundreds of exhibitors and thousands of dive and travel industry professionals from around the world. In addition to providing an arena in which to conduct business and network, DEMA Show offers participants the most extensive education curriculum in the industry including DEMA-Sponsored Seminars and Exhibitor-Sponsored Seminars from participating manufacturers, travel destinations and dive certification organizations.

DEMA-Sponsored Track 4 Seminars Offer Strategies for Retaining Your Current Customers

DEMA-Sponsored Seminar Track 4: Strategies to Retain Your Current Customers is just one of four educational tracks that will be offered as part of the educational programming at DEMA Show 2012. Track 4 sessions will provide attendees with ideas for creating engaging websites, providing content diving customers are looking for and ultimately building lasting relationships. The seminars within the track will explore how attendees can turn current customers into LOYAL customers.

 

Track 4 offers topics from keynote speakers including Stacy Garrett, Senior Account Executive, Southwick Specialty Advertising and Rick Segel, President, Rick Segel & Associates.Seminar topics include:

• Having a High Touch Business in a High Tech World
• Generating Returning Website Traffic

In addition to the sessions within Track 4, attendees will also find Track 1: Understanding Your Customer, Track 2: Better Business Performance and Track 3: Strategies to Acquire New Divers as part of the DEMA-Sponsored Seminar Program packed with sessions for every business type and size.

 

View complete session details and register for the DEMA-Sponsored Seminar package on the DEMA Show website. 2012 DEMA Members can save up to $125 on their seminar package price by registering now, before the early-bird pricing deadline of October 9, 2012. Become a 2012 DEMA Member today and SAVE! All attendees are encouraged to make the most of their Show experience by attending these seminars to help them take control of their businesses.

Start Your Thursday Morning at DEMA Show with the Annual DEMA Member Update

Join us for this informative session led by DEMA’s Executive Director, Tom Ingram on the second morning of DEMA Show. Network with fellow industry leaders and DEMA Members, get an update on how DEMA has been working to help our Members, and get insight on the association’s programs and plans for 2013, including the new Water, Sports & Travel Festival staging in Fort Lauderdale in April of 2013. Don't miss this information-filled morning, which includes complimentary coffee and pastries and is open to ALL attendees and exhibitors.

Thursday, November 15^th | 8:30 a.m - 9:45 a.m. | Room: 503/504
Speaker: Tom Ingram, Executive Director, DEMA
  
Complete details are available on the DEMA Show website

DEMA Converts to a New Facebook Page and Expands to New Social Media Platforms in Order to Engage Different Segments of the Diving Industry

DEMA has recently announced that it will be shutting down its current “DEMA Assn” Facebook page in order to switch to a new Facebook page, “DEMAorg”. The “DEMA Assn” Facebook page will shut down on September 30, 2012 and all followers (current and new) are encouraged to start following the new “DEMAorg” Facebook page so as not to miss out on any important news or information.

“We use the handle ‘DEMA Org’ on most other social networks and decided to make the switch on Facebook to create some consistency amongst all of our profiles and pages,” explained Nicole Russell, DEMA Managing Director. “We expect this should help the Industry professionals connect with DEMA and other professionals more easily as they move amongst different social media platforms.”  In recent weeks, DEMA has made an increased effort to diversify the content shared on their Facebook page. “We want to be able to share with the industry and our followers the kind of information, news and entertainment that they are looking for by following DEMA on Facebook,” explained Russell. “Whether it’s sharing the latest ancient wreck found by divers, providing insightful business marketing tips, or reminding them of an important DEMA Show deadline, we are continually working to improve communications and be a hub of relevant information for DEMA Members and Industry Stakeholders.

In addition to the Facebook page conversation, DEMA has recently established a presence on Instagram and Pinterest. The account on Instagram has been created to give the industry an ‘insiders-view’ of what is going on at DEMA. “We are especially excited to use this platform during DEMA Show and hope that industry professionals who will be joining us at DEMA Show in Las Vegas will consider using Instagram to share their experience with the industry with the hashtag, #DEMAShow,” added Russell.

DEMA’s presence on Pinterest has been established to help promote the lifestyle side of the Industry. In an aim to encourage the Industry to share aspects of the diving lifestyle as well as the business side, DEMA has created a number of boards including: Quotes to Live and Di(v)e By, Be A Diver, Diving Industry News, Small Business Tips and more.  Industry professionals are encouraged to follow DEMA’s Pinterest Boards as content is continuously pinned and shared.

In addition to these newly established presences, Industry professionals can connect with DEMA and other diving professionals on any of the following sites:

Facebook: www.facebook.com/demaorg
LinkedIn: www.linkedin.com/company/dema-org
Google+:www.plus.google.com/110507503905658942180
Twitter: www.twitter.com/DEMAorg
Pinterest: www.pinterest.com/demaorg
Instagram: Username DEMAOrg
Weekly DEMAIL: Subscribe here to receive weekly Industry and Association news
DEMA Blog: www.demaorg.blogspot.com

DEMA Show and consumer programs can also be found online:

DEMA Show:           
            Facebook: www.facebook.com/DEMAShow
            Twitter: www.twitter.com/dema_show
            DEMA Show Blog: www.demashow.blogspot.com

Be A Diver:
            Facebook: www.facebook.com/beadiver
            Twitter: www.twitter.com/beadiver
            YouTube: www.youtube.com/beadivercampaign

DiveCaching:            Facebook: www.facebook.com/divecaching
            Twitter: www.twitter.com/divecaching

Don’t Just Talk the Talk! Walk the Walk: Help Improve the Future of our Industry by Participating in the Final 2020 Vision Session of 2012

In 2011, DEMA asked what was needed to grow the Diving Industry.  In 2012, we have asked HOW to achieve that growth.  Join DEMA Executive Director, Tom Ingram, for the final 2020 Vision Session of 2012 taking place at DEMA Show 2012 in Las Vegas, NV.

 

Tom will lead the discussion as DEMA seeks your ideas for implementing change for the betterment of the diving industry.  According to Ingram, “These sessions have contributed to DEMA’s strategic planning, and have provided guidance on benefits that DEMA Members need, such as access to health insurance.  In addition, feedback from these sessions has influenced the direction of DEMA’s Water, Sports and Travel Festival staging in April of 2013. 

 

The 2020 Vision Session at DEMA Show is an opportunity to network and contribute to DEMA’s planning and execution of member programs.” All professional members of the diving industry are welcome and should come prepared to brainstorm, prioritize their ideas and help provide a new direction for the industry and for DEMA.  Show and session registration are required to attend the event.  Click here to register for the show.  Click here to RSVP to the 2020 Vision Session.