Core Insights - The property management industry is undergoing a transformation from traditional management roles to becoming active participants in community life, leveraging platforms like Douyin to create "internet celebrity communities" [1][10] Group 1: Shift in Mindset - Traditional property management focuses on being community managers and service providers, while "internet celebrity" properties see themselves as life recorders, content creators, and emotional connectors [2] - The content perspective has shifted from a self-centered approach to one that prioritizes the owners' experiences, highlighting community stories and interactions [2] - The communication logic has evolved from one-way notifications to multi-directional interactions that encourage owner participation in content creation [2] Group 2: Successful Case Studies - New Hope Service has established itself as a leader in Douyin operations by creating a systematic content matrix, achieving over 110 million views on its dedicated topics and nearly 9,000 videos published [3] - Country Garden Services' "Neighbor Life" community IP successfully engaged owners through large-scale online events, generating over 100 million views during a national neighbor carnival [3] - Various property companies are innovating content strategies tailored to their unique characteristics, showcasing diverse practices [3] Group 3: Strategies for Creating "Internet Celebrity Communities" - The first step involves selecting content topics that focus on "human warmth" and "freshness," moving away from work reports [6] - The second step emphasizes innovative formats that shift from mere display to interaction and co-creation [7] - The third step involves utilizing platform tools effectively to reach target audiences [8] - The fourth step focuses on designing a closed-loop system to convert traffic into lasting engagement [9] Group 4: Practical Innovations - Companies like Bangtai Property in Sichuan create humorous short videos to make regulations more relatable [5] - Rongwangfu in Hebei uses live streaming to engage owners in community activities, breaking time and space limitations [5] - Poly Red Property in Tianjin transforms old community spaces into popular photo spots, encouraging residents to share their experiences [5] Group 5: Community Engagement Techniques - Recording genuine moments of community support, such as security helping residents or neighbors assisting each other, enhances emotional connection [11] - Highlighting the beauty of the community through seasonal changes and decorations encourages residents to appreciate their surroundings [11] - Documenting community events like festivals and interest classes amplifies their impact through video sharing [11] - Engaging residents by featuring their talents and stories in videos fosters a sense of ownership and pride [11] - Initiating challenges and providing incentives for content creation encourages widespread participation and content sharing [11] - Regularly live streaming property management activities promotes transparency and builds trust [11] - Utilizing location-based services on Douyin to attract local potential residents enhances brand visibility [11] - Aligning content with current events and holidays increases relevance and audience engagement [11] - Analyzing video performance data helps refine content strategies based on audience preferences [11] - Providing clear service access points in video comments ensures online engagement translates into offline service interactions [11] - Showcasing the hard work of property management staff in challenging situations fosters understanding and loyalty among residents [11] - Transforming the positive brand image created online into higher customer satisfaction and operational efficiency is crucial for long-term success [11]
从默默守护到“网红打卡地”：物业如何玩转抖音，重塑社区温度