Through its agency iCrossing, TD Bank
has produced 96 unique videos to be published on new Google+ local
pages for its locations in New York City, featuring on-location footage of the stores and
interviews with the managers.
TD Bank CMO Vinoo Vijay noted that TD Bank hasn't created local
Facebook pages for its individual stores and had previously mainly
confined its efforts in social media to a main corporate Facebook
page and Twitter handle. The "Bank Human Again" campaign is an
effort to develop content that could be found in searches for
neighborhood banks, he said.
"Our ultimate goal is for more consumers to walk into our stores
by giving them content that makes the store much more accessible,"
TD Bank isn't buying search ads to draw traffic to the Google+
pages, Mr. Vijay said, but the content will also be used in
hyper-locally targeted display ads where New York City residents
would see the video for their local bank after clicking on the
And while there's no explicit promise from Google about the
placement TD Bank's Google+ local pages will have in search
rankings compared to results from other location-rich services like
a Yelp or a Foursquare, Mr. Vijay says he thinks they will rank
prominently based on the effort put into maintaining them.
"If we can make our content more relevant and more interesting,
then, in my mind, that can only benefit us from a search
perspective," he said.
However, whether brands with brick-and-mortar locations follow
suit and develop content to make their pages into destinations may
largely be beside the point for Google+ if it's truly a "social
layer" for all of Google as executives have asserted and not a
traditional social network.
Google reported in a December blog post by senior VP Vic
Gundotra -- who referred to Google+ as the "fastest-growing network
thingy ever" -- that the platform had 235 million active
users, including people who had used socially-enhanced
functionality within other Google products, like Hangout video
chatting within Gmail.
It also reported that 135 million of those monthly users had
visited Google+ web pages and its mobile app, according to the Wall Street Journal,
but didn't break out how much time they had spent there.