GKB being one of the prominent players in the optics market, FPS presented a brief insight on what the probable journey should be.

1. analyzesthe potential of brand GKB Opticals

2. GKB Optical Digital Presence

3. Great search engine presence
Ranks 1st when we use keywords such as “Gucci/Burberry frames India”

4. However, when we use keywords such as “GKB Optical/GKB Optical
location”,
the Adwords ad comes at the top.
This can be avoided.

5. Local optimization is extremely essential.
Location of the GKB local stores aren’t
Integrated into Google Maps, thus they do not show up when we searched.

6. GKB Opticals Social Media Presence Analysis

7. Facebook

8. India’s largest online
Eyewear store. Over 60
stores across the nation.
21kpage likes
40 people talking about this

9. GKB Optical is all about brands and style.
But the posts can be more stylish compared to the present status.

10. The page can be more interesting.
Cover picture can pack in more.

12. It’s fairly apparent that 21k people have liked the page because of the
brand name. The posts do not receive much likes or comments.
Posts are one-sided, providing no opportunity to engage with
the audience.

13. Providing the frame price in the post itself should be avoided. More
than half of the audience won’t click on the link that will lead back to
the original website resulting in reduced traffic.
Even the celebrity birthday posts receive less engagement.

14. Posts are sporadic, a content calendar is needed at the earliest.
For example-
June 2- 1 post
June 4 – 2 posts
June 5 – 1 post
June 6 – 1 post
June 7 – 1 post
June 8 – 1 post
June 9 – 2 posts

15. Other than “Tips”, “Celebrity Birthday Wish” and “Quotes”,
there are celebrity photos who are flaunting sunglasses/ glasses.
This is a clever trick to attract people,
but more interaction is expected.

16. Nearly everybody wants to copy the
looks of their favorite celebrities.
Providing links to similar
sunglasses/glasses is a cool idea.

17. “Special offer” creative can be more
attractive. With 21k likes, 2 or 3 likes
per post can be further developed.

18. Fashion tips/wardrobe tips is a good idea. The reason it isn’t working is the quality
of the graphics, also we have to provide something that is suitable for Indian
audience.

19. GKB sells more than 50 top brands. They aren’t showcasing the brands enough.
The post frequency is not doing justice to the stock they actually have.
They aren’t tagging the official pages of the brands in Facebook.

20. GKB has another opportunity area in promoting their range of contact lenses
through social media .
However, this is the only post where they have mentioned about contact lenses.

21. Low comments suggest that the target group of such posts doesn’t match the
actual fans who buy from GKB Optical.
They are more likely to comment on the Ray-Ban page because of the cool factor.

22. Some of the most liked/shared posts, all
from 2012-2013

23. Let’s take a look at Ray-Ban’s online presence
Not a comparison, just a quick peek at how Ray-Ban is influencing
people through their online presence.

24. 10m likes
Official account
Thematic cover picture
Interesting use of logo as profile picture

25. Stylish photographs.
Engagement campaigns.
Great graphics.

26. Here’s how they acknowledge ‘special
days’. No wonder people go gaga
Over them.

27. GKB is no doubt more active than Himalaya,
but the lack of steady engagement is one of the major concerns.

28. Twitter activity

29. 852 followers.
“Unofficial” account.

30. No distinct twitter content calendar.
Engagement factor is low.
GKB should retweet.
Also, usage of hashtags and
Twitter handles should be on the top of the priority list.

31. Doesn’t tag the concerned
person.
Wishing Happy Birthday and
promoting the glasses can be
bettered.

32. 2012-beginningof 2013
They used to conduct contests such as #WhatWomenWant,#LoveSick-
Successfulcampaigns.

33. Opportunity areas-
A particular brand tone can be developed.
Images – can be much more attractive, should follow 2:1 rule.
Social Media campaigns and scope for engagement.
Brand showcasing and tagging.
Hashtags.

34. Future platforms that can be explored:

35. let’s collaborate and co create