Fancy a cheeky Nando’s? Don’t we all? Nando’s success on social media is owed to a simple but of course, cheeky social media strategy.
Here we show you how Nando’s engages its audience, and prioritises customer feedback and engagement over content creation without losing any of the sauce it’s famous for, so you can do more of the same following the Maybe* 10 steps framework.
Step 1: What was the business goal?
Nando’s are still serving albeit in a delivery and takeout capacity. Their goal is to continue to keep their customers bellies full be that through ordering from their restaurants, or their supermarket lines. Track your own business goals in the Maybe* platform.
Step 2: Telling the Nando’s story
It’s called a cheeky Nando’s for a reason. Whether it's across Facebook, Twitter or Instagram, Nando’s can be relied upon to deliver punchy and playful social media content.
Pithy one liners, or jumping on the news cycle where relevant, and chancing a laugh with it, Nando’s has social media humour down.
While tongue in cheek might not be right for every business, talking to your customers personably, and as you would a friend, helps you develop a human voice for your social story.
Step 3: What do Nando's want its audience to do
Nando's keeps its social media strategy simple, just like its menu. Nando’s does not create that much content. Over February, the business only posted about once a day to social media.
Nando’s want their audience to be ordering deliveries and clicking and collecting. The content and service are different, but the way they inspire an audience to take action has not changed much from their pre lockdown activity, One of the ways they are promoting this service is by taking their celebrity partnerships, and incorporating their names into their takeaway content.
Try and add some of your own elements of personalisation to your social content? Whether that’s thanking your takeout and online customers creatively, or reminding them you can’t wait to welcome them back, there’s always a way you can be more personal to drive engagement.
The Maybe* What’s being said report for Nando's showing the content created by Nando's and the engagement with it
Step 4: How does Nando's engage with customers?
Nando’s regularly encourage their audience to tag a mate or share their plates, but customers also create plenty of content about the brand off their own backs.
Engaging with social media content created by your customers builds loyalty and should form part of a great social media strategy. Resharing content from your customers shows them some serious love. You can incentivise this via a contest mechanic if you really want to build a groundswell of customers creating content about you.
Maybe* dedicates a whole section of the dashboard for you to respond to customer messages and engage with their content. You’ll find it on the right of your Maybe* dashboard.
The Maybe* dashboard view showing Nando's comments and mentions they need to respond to
Step 5: Who does Nando's want to engage?
Nando's' customers could be gen Z gym bunnies, or Slimming World dieters looking for tasty recipes they can make at home. There’s something universal about Nando’s so they have plenty of people to engage.
The Influencer report for Nando’s shows the different types of customers creating the most content about them. They can also use it to track whether any celebrity partners and official influencer relationships are creating the content they’ve paid for.
You can use this report to see which customers are creating the most content about you.
The Maybe* Who’s got influence report showing the conversation influencers creating the most content about Nando's in February
Step 6: Where do Nando's need to engage and how did they do it successfully?
Nando's is active across Facebook, Twitter and Instagram. Content is replicated across Facebook, Twitter and Instagram. On Instagram there’s a whole host of recipe content from fitness fanatics and budding chefs cooking up a social media storm about the brand.
Tracking the sentiment of the social media conversation about you shows you how positively you are seen. You can engage with both positive and negative feedback, and learn from it.
The Maybe* How they feel report for Nando's showing the sentiment of the conversation about Nando's
Step 7: Who or what else are your customers distracted by and interested in?
Knowing where there is a crossover in interests or customer needs between your business and other brands, or other categories helps you understand who your customer is and what else they care about. For Nando’s there’s a big crossover with pop culture, fitness and dieting featuring both its restaurant offering and its supermarket range but at the moment the conversation is naturally all about orders, click and collect and delivery.
Listening to the conversation about you will help you identify what your customers are talking about, so you can create more content about those topics too.
The Maybe* What’s being said report showing the conversation created about Nando's
Step 8: Mastering advertising
Maybe* is on hand to help you advertise easily and cost efficiently.
How can you do this? Well you can connect your own advertising account really easily using Maybe*. You can spend as little as £1 a day, so don’t think advertising is only for big brands with big budgets.
See how to connect and manage your advertising
If you’re using advertising on Facebook and Instagram, your audience insights will really help inform who you should target.
You can create three different types of audience within the Facebook Ads manager. Let’s break them down.
Saved - this is easy. This is basically a cold audience, one that has perhaps never come across you before. This audience type allows you to add behavioural and interest targeting; gender and demographic information. So if you want to advertise to men between 25-35 who are interested in cross fit, then you can do that.
Custom- A custom audience allows you to take your Facebook page and Instagram page and build an audience based on who and how it's been engaged with. Nando's could use this to retarget any customers who have engaged with them online, with ads for takeout and delivery. They could even apply location targeting to this.
Lookalike - this is the clever stuff. Made easy. So let’s say you have created a custom audience from your engagement data. A lookalike is where you take a custom audience (and you can only do it on custom audiences) and say find me the top 1% of people who match my existing custom audience. Facebook will then find all the people in your custom audience, and then look for more people it thinks might be similar based solely on their Facebook activity.
Step 9: What are Nando's measures of success?
Nando's can use the Maybe* Insight summary to see how their social media content is stacking up. The Insight Summary shows you all your topline social media numbers.
You can copy this approach yourself to track your performance, and even compare your social media performance against competitors, like minded brands and even other businesses in your location. This is what you need to understand how your content is performing, and to benchmark whether your social media is too hot to handle or in need of a little more sauce.
The Maybe* Insight Summary for Nando's
Step 10: Measuring delivery on the original objective?
Nando's can use the Your Report tool within Maybe* to keep track of their social media performance, as well as ad any other third party business data they want to integrate.
The report builder allows them to see engagement, sentiment, conversation topics, conversation influencers, and their best posts by social media platform so they can understand what's working and what's not.
You can replicate this by checking out the Maybe* Your report feature which enables you to track your social media performance metrics and your business goals as well as find who’s got the most influence in the conversation about you.
The Maybe* Your report tool showing the social media sentiment, engagement, influencers and best Instagram post for Nando’s through February 2021
Keep it simple, but never plain. Nando’s go easy on the posting and focus their efforts more on engaging with customer feedback. When Nando’s does post, its tone of voice is in keeping with what you would expect from a restaurant often pre-fixed as cheeky. Adding humour and personality in keeping with the brand, while delivering very responsive engagement makes for a simple but effective social media strategy that you too can deliver on.