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Elodie Mescam on marketing for telematics provider Masternaut

Agnieszka Gibbon (Social Media Portal (SMP)) - 26 February 2019

Marketing fleet management systems and data-driven consulting services for Masternaut with Elodie Mescam



Masternaut logo 150x150Social Media Portal (SMP): What is your name and  do you do there for Masternaut?

Elodie Mescam (EM): My name is Elodie Mescam, a Frenchy working in London as a digital marketing manager at Masternaut. Iím mostly responsible for managing and developing all of the companyís digital channels such as the website, paid campaigns and social media accounts. I really enjoy keeping up-to-date with digital trends, thinking ahead and bringing new ideas to the table.

SMP: Briefly, tell us about Masternaut.

EM: Masternaut is one of the largest telematics providers in the UK and France. We offer a unique combination of industry-leading fleet management systems and data-driven consulting services.

Masternaut website image 600x300

SMP: Who are your target audience and why?

EM: We mostly work with fleet operators/managers. However, our technology can benefit various departments, so we try not to define ourselves or our audience too narrowly.

Photograph of Elodie Mescam

SMP: Briefly, what does your job entail and what does a typical day look like?

EM: Thinking, planning and then executing web-based marketing strategies and campaigns that incorporate web, SEO/SEM, email, social media and display advertising. I love the feeling of waking up to a job that Iím passionate about.

SMP: How did you initially attract users to site, social channels et al and how do you do it now?

EM: The majority of visitors to the website are, and have always been, customers. Over the last few years, however, the online team has been focused heavily on attracting more prospects to the website via on-site and off-site SEO, pay per click (PPC) campaigns and social media advertising.   

SMP: What are the challenges that youíve encountered and how are you overcoming them in what you have been doing so far at Masternaut?

EM: The biggest issue at the moment is working with a CMS that doesnít offer the business much in the way of flexibility such as plugins or add-ons. We are, therefore, in the process of looking for a new solution that bundles everything that we need such as marketing automation, A/B testing, social media scheduling etc.

SMP: What are the high moments of what you have been doing so far?

EM: Iím a huge advocate of social media and social engagement, but these areas havenít been a high priority for the business to date. For this reason, Iíve been working hard to change this mindset at the highest level and am now starting to gain traction and support for increased investment in these channels.

So Iíd say that this is my biggest win so far. Weíre also about to combine our marketing automation tools and CMS. I really believe that this will help the marketing team become much more efficient.

SMP: What are the main social channels are you using, why and which are the most effective for Masternaut.

EM: We are a B2B company and our main channel is LinkedIn. As it stands, this channel is mainly used for brand awareness and lead generation. Weíre sharing thought leadership content, videos, facts/stats etc.

We want to be perceived as experts in the telematics world and to achieve this we need to deliver educational content that appeals to both prospects and customers. We have English and French social media channels Facebook, Twitter @Masternaut and YouTube reflect the business.

Masternaut website about us image 600x300

SMP: What do you see as your biggest challenges and opportunities for your sector and the competition that you have?

EM: Fleet management is a fairly niche, highly competitive marketplace. Our main competitors are also investing heavily in digital. However, I believe that this channel is by far the most efficient way to engage with our audience.

We have a lot of work to do to improve online engagement but this also presents a huge opportunity for both myself and the business. I want digital to act as a bridge between our customers and our telematics specialists.

SMP: What is the most challenging part of building upon your brand presence in digital environments?


EM: I really want Masternautís leadership team to understand the importance of social media. When leveraged correctly, it can have a huge impact on brand awareness, lead generation and SEO. Prospects can be found everywhere.

Every single piece of content is an opportunity for someone to discover your company, so the content is a big challenge for Masternaut.

SMP: What do you think is going to be the most interesting aspect regarding digital marketing for the next 12 to 18-months and why?

EM: I think people will become more cautious about how they spend their time on social media. It will be interesting to see what techniques industry giants employ to keep users on their platforms and, in turn, how I can help Masternaut optimise content for each channel accordingly.  

SMP: What are your top five predictions for digital marketing for the next 12 to 18-months and why?

EM replies with:

  • Personalisation. In 2019 I really believe that personalised marketing will become much more prevalent, meaning tailored content, products, emails, website journeys and more will become expected.
  • Visual search. Youíll be able to upload an image to conduct a search and get more specific results. This will be game-changing in the search engine optimisation world and could take user experience to a totally new level.
  • Video. The numbers continue to show the importance of integrating video into your digital marketing strategy. There is no way better than a video to share a message.
  • Voice searches. This trend will increase and web content will be optimised accordingly.
  • Micro-moments. Brands will be increasingly visible in more places where consumers search for information in the moment, for example in Google Maps, Amazon, YouTube, and anywhere else people search for instant information.

SMP: What are your top overall five digital marketing tips and why?

EM replies with:

  • Good content still matters. Write for your audience, not yourself, and prioritise quality over quantity. The content needs to be adapted to where the prospect / customer is in the buyerís journey.
  • Your potential customer is anywhere. Use all the digital channels to attract and educate them first. If you educate first, you will have trust and value, both of which are fundamental for growth.
  • Insight is power. Gather as much data about your audience as possible. Free tools like Google Analytics and Hotjar are good places to start. We need to analyse what is working and not working and before optimising.
  • Always work as a team. Get internal stakeholders onboard with your digital strategy. This will help you generate valuable content that your audience will want to engage with.   
  • Always keep an eye open. Keep track of the competition and what they are doing digitally, but also on new trends - try to think ahead.

SMP: Is there anything else we should know, or is there anything that youíd like to share?

EM: As a digital marketer, itís easy to keep yourself chained to a computer. However, understanding your audience is everything. If you donít know what they want, youíll struggle to gain traction with them.

There are a multitude of online tools you can use to gather data but it also helps sometimes just to pick up the phone and ask questions. Or even better, go and meet them in person.

SMP: Best way to contact you and Masternaut?

EM: You can find me on LinkedIn and you can contact Masternaut either via info@masternaut.com or by phone on 0113 281 4000.

Tune in and learn more about Masternaut at its YouTube channel.




Now some questions for fun

SMP:  What did you have for breakfast / lunch?

EM: My breakfast is very French. Sourdough toast with butter and strawberry jam, a coffee and an orange juice.
I love pasta so my lunch is (too) often pasta with vegetables and chicken.

SMP: Whatís the last good thing that you did for someone?


EM: My friends know my strength as a digital marketing manager so when one of them is launching a project, they come to me for help, support, advice and recommendations about their digital strategy.

I recently helped one of my good friends from NYC develop their marketing strategy for an ice cream shop (@littlestories) in Senegal.

SMP: If you werenít working at Masternaut what would you be doing?

EM: I love digital marketing and Iím very passionate about it, but my dream job would be to work for a sports brand. Iím a sneakerhead and could talk about sneakers all day long.

SMP: When / where did you go on your last holiday and why?

EM: I revisited New York in July. Iím originally from France and left Paris four years ago to pursue my American Dream.

I lived in NYC for three years and it really feels like home. Unfortunately, I had to leave for visa reasons and for work purposes. I arrived in London in April 2018 and after four months felt I had to see my New York family ASAP. My best friend is there and thereís no a better reason to visit the city that never sleeps and enjoy those Harlem vibes.

SMP: Whatís the first thing you do when you get into the office of a morning?

EM:
Turn on my laptop and have a coffee.

SMP: If you had a superpower what would it be and why?


EM: I would like to be able to teleport so I could visit friends in NYC and my family in France, or whoever needs my help, anywhere on earth in an instant.


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