Hop Tac KOC / Affiliate — Chuong Trinh Cap Program

Quy tac van hanh chung: skills/vi/references/quy-tac-van-hanh.md (dac biet quy tac 2, 3, 7).

Skill nay thiet ke ca chuong trinh: chon ai, tham dinh ra sao, tra bao nhieu, tra theo cach nao, ky gi, va khi nao ngung hop tac. Viet brief quay cho mot creator da chot la viec cua 06-brief-ugc-egc.

Ranh gioi voi cac skill gan

Viec	Skill
Muc tieu, co cau tier, tim va chon KOC, tham dinh, neo gia, mo hinh tra phi, affiliate, hop dong, cham diem, re-book	75 (skill nay)
Brief quay cho 1 creator: shot guide, do/don't, review ban tho, mau thoa thuan quyen su dung	06-brief-ugc-egc
Khach cu / CTV gioi thieu ban be	18-referral-program
Rai binh luan, bai dang trong group / cong dong	38-seeding-plan
Gian hang, listing, livestream ban hang tren san, phi san	76-van-hanh-san-tmdt
Thue agency / MCN quan ly nhieu KOC	67-agency-vendor-brief

Thu thap thong tin

Doc .agents/product-marketing-context.md va ket qua 10-tinh-kpi-nguoc truoc (quy tac 1). Chi hoi cai con thieu, toi da 4 cau:

1. Muc tieu chuong trinh la gi? Nhan biet (reach) / lead / don hang / bo sung creative cho ads. Chi chon 1 muc tieu chinh.
2. San pham, gia ban va bien loi nhuan sau phi? Day la tran cho hoa hong va phi co dinh.
3. Kenh nao? TikTok Shop / Shopee / Facebook / YouTube / kenh khac. Moi kenh co co che link, ma giam gia va tracking khac nhau.
4. Ngan sach va CPA muc tieu? Neu chua co CPA, goi 10-tinh-kpi-nguoc de tinh nguoc tu muc tieu doanh thu.

Thieu thong tin nhung van lam duoc → lam, ghi ro gia dinh o dau output.

Nguyen tac

1. Thong tin creator tu khai la reported. Follower, view, GMV, demographics trong media kit chi la reported cho den khi co bang chung (anh chup analytics goc, bao cao tu san, don hang do ma rieng). Khong dua con so reported vao ke hoach nhu su that (quy tac 2, 3).
2. Neo gia = chi phi tren moi ket qua dat chuan, khong phai gia moi follower. Cong thuc: phi toi da = so ket qua ky vong x CPA muc tieu. Khong bao gia theo follower.
3. Chon tier theo vai tro trong phieu, khong chi theo so follower. Reach, bang chung, chot don va creative cho ads la 4 viec khac nhau — can nguoi khac nhau.
4. Khong co bang gia thi truong trong skill nay. Moi con so gia dua ra de minh hoa phai ghi "vi du gia dinh" hoac [CAN SO LIEU THAT]. Gia that lay tu bao gia nhan duoc va so sanh qua cac creator (quy tac 4, 5).
5. Nhap truoc, ghi sau. Skill chi soan ke hoach, danh sach va hop dong nhap. Gui loi moi, chuyen tien, dang bai, chay ads bang video creator can nguoi duyet co ten (quy tac 7).
6. Tach nghia vu phap ly va thuc hanh tot. Muc "Phap ly" ben duoi chi dan link ve hub, khong chep lai van ban.

Quy trinh

Buoc 1 — Thiet ke chuong trinh

Chot 4 thu theo thu tu:

1. Muc tieu chinh va chi so dat chuan cho muc tieu do. "Ket qua dat chuan" la thu tinh duoc 1 don vi: 1 lead co SDT hop le, 1 don khong bi hoan, 1 video dung lam duoc creative ads. Khong tinh view tho.
2. Co cau tier theo vai tro phieu:

Vai tro	Tier thuong hop	Dung de	Ket qua dat chuan goi y
Nhan biet (TOFU)	KOL / KOC lon, noi dung giai tri	Mo rong tep	Reach that trong tep muc tieu, luot click
Bang chung (MOFU)	KOC nho, nguoi dung that	Review, truoc/sau, tra loi nghi van	Luot luu, binh luan hoi mua, tin nhan
Chot don (BOFU)	KOC co tep mua hang, host live	Keo don truc tiep	Don khong hoan qua ma / link rieng
Creative cho ads	KOC bat ky co noi dung hop	Lam nguyen lieu cho 05-copy-quang-cao	Video duoc duyet dung lam ads

3. Phan bo ngan sach theo vai tro (heuristic, dieu chinh theo so that): dat phan lon vao vai tro dang ra ket qua tot nhat o du lieu cu, phan nho thu nghiem vai tro moi. Khong chia cung theo ty le.
4. Quy mo thu nghiem truoc, nhan rong sau: vong 1 chi thu mot nhom nho creator de co du lieu cham diem (Buoc 6), roi moi mo rong.

Buoc 2 — Tim KOC o dau

Cac nguon, xep theo muc kiem soat chat luong:

Nguon	Uu diem	Luu y
Khach hang that va nguoi da dung san pham (danh sach don, review, nguoi hay tuong tac)	Da dung that, de dap ung nghia vu "da dung san pham"	Muc do chuyen nghiep khac nhau, can brief ky
Nguoi dang noi ve nganh / san pham tuong tu (tim theo hashtag, tu khoa, tab san pham)	Dung tep, co noi dung san	Co the da lam cho doi thu — hoi lich su hop tac
Muc tim creator ngay tren san (vd khu vuc affiliate / tim KOC cua TikTok Shop, Shopee Affiliate)	Co du lieu don hang tren san	Ten muc va dieu kien thay doi — kiem tra Seller Center / Seller Centre ngay lap ke hoach
Agency, MCN, nen tang trung gian	Nhanh, co hop dong mau	Them 1 tang phi — dung 67-agency-vendor-brief khi quan ly nhieu KOC qua ben thu ba
Gioi thieu tu creator da hop tac tot	Da qua tham dinh gian tiep	Van phai tham dinh lai

Loc so bo bang 3 cau: noi dung co hop nganh khong, tep nguoi xem co dung ICP khong (doi chieu 09-insight-khach-hang), va co bang chung da dung san pham tuong tu khong.

Buoc 3 — Tham dinh (tom tat)

Chi tiet cac buoc va dau hieu canh bao: references/tham-dinh-va-hop-dong-koc.md. Tom tat 6 hang muc moi KOC:

1. Tang follower bat thuong — doi chieu bieu do tang truong, khong chi con so hien tai.
2. View / follower va tuong tac khong khop — view cao bat thuong hoac tuong tac gan nhu bang khong so voi tep.
3. Binh luan chung chung — doc mau binh luan that, khong dem so.
4. Lich su thuong hieu va an toan thuong hieu — bai cu, phat ngon, hop tac voi doi thu.
5. "Da dung san pham chua?" — neu chua, gui mau va cho dung truoc khi quay (nghia vu, xem muc Phap ly).
6. Trang thai xac thuc tai khoan / dinh danh — xem muc Phap ly.

Moi hang muc ghi trang thai pass / fail / unknown (quy tac 3). Thieu data khong phai fail. Cham do phu truoc khi ket luan: do phu duoi 60% thi khong dua diem tong, chi liet ke nhung gi con thieu.

Buoc 4 — Neo gia va chon mo hinh tra phi

Neo gia — vi du gia dinh (khong phai gia thi truong):

CPA muc tieu (tu 10-tinh-kpi-nguoc):   [CPA]            vi du gia dinh: 100.000d / don
Ket qua ky vong cua creator:           [N] don          vi du gia dinh: 40 don
Phi toi da = N x CPA                    = 40 x 100.000d = 4.000.000d

Cach dung:

• Phi toi da la tran, khong phai muc nen tra. Muc tieu la tra thap hon, nhat la khi ket qua ky vong la reported.
• Ket qua ky vong lay tu: du lieu bai cu cua chinh brand, ket qua cac creator vong truoc (Buoc 6), hoac ghi [CAN SO LIEU THAT] neu chua co. Khong lay tu loi creator hua.
• Neu phi creator bao cao vuot tran → thuong luong, doi mo hinh sang co phan hoa hong, hoac bo qua.
• Neu muc tieu la reach (khong co don), dung chi phi tren 1 luot tiep can dat chuan (da loc tep) thay cho don, va ghi ro day la heuristic.

Chon mo hinh tra phi:

Mo hinh	Cach lam	Phu hop khi	Rui ro
Phi co dinh	Tra theo so video, khong phu thuoc ket qua	Can doi gian, muc tieu reach / creative ads, creator chua co du lieu ban	Brand chiu rui ro ket qua
Phi + hoa hong	Phi nen thap + hoa hong tren don dat chuan	Creator da co lich su ban, muon chia se rui ro	Can tracking ro rang va cua so ghi nhan dung
Affiliate thuan	Chi hoa hong, khong phi co dinh	San pham co bien loi nhuan du, nen tang co ho tro link / ma	Chat luong khong dong deu, it kiem soat noi dung, can chong gian lan
Tang san pham (gifting)	Tang san pham, khong tra tien	KOC nho, san pham gia tri cao, muc tieu bang chung	Khong co cam ket dang bai neu khong ghi ro trong thoa thuan

Nguyen tac chon: du lieu ban cua creator chua co → bat dau phi co dinh nho hoac gifting de thu; da co du lieu → phi + hoa hong; da kiem chung duoc ket qua va co co che chong gian lan → moi mo affiliate thuan o quy mo lon.

Buoc 5 — Co che affiliate (tom tat)

Chi tiet: references/co-che-affiliate.md. Tom tat:

• Mo vs nhat dinh: chuong trinh mo cho moi creator dang ky; chuong trinh nhat dinh moi chi nhung creator da chon. Yeu cau mau (sample request) nen duyet tay. Ten tinh nang tren tung san thay doi — kiem tra Seller Center ngay lap ke hoach.
• Tran hoa hong: commission toi da = bien loi nhuan sau phi san − loi nhuan muc tieu. Phi san lay tu 76-van-hanh-san-tmdt (references/phi-san-tmdt.md), khong ghi cung o day.
• Cua so ghi nhan (attribution window): kiem tra tren tung san, khong gia dinh.
• Kiem tra tap trung vao it creator (heuristic): neu 1-2 creator keo gan het doanh thu, chuong trinh dang phu thuoc vao ho.
• Tin hieu gian lan: tu mua qua ma, lach hoan tra, don bat thuong sau khi dang.
• Dieu khoan mua dut quyen su dung neu muon dung video lau dai cho ads.

Buoc 6 — Hop dong (tom tat)

Chi tiet va checklist day du: references/tham-dinh-va-hop-dong-koc.md. Cac dieu khoan khong the thieu:

1. San pham ban giao (so video, thoi luong, kenh, thoi han giao) va quyen duyet truoc khi dang.
2. Nghia vu cong bo quan he hop tac truoc va trong khi dang noi dung.
3. Quyen su dung noi dung: thoi han, kenh, co cho phep chay ads qua tai khoan creator (whitelisting / Spark Ads / Partnership ads) hay khong. Template ngan nam o 06-brief-ugc-egc muc "Hop dong quyen su dung noi dung".
4. Doc quyen (neu co), quyen yeu cau go bai khi sai su that, dieu khoan thanh toan (moc, hinh thuc, xu ly hoan don voi hoa hong).
5. Xu ly du lieu ca nhan (neu chia se danh sach hoac thong tin khach) → hub muc 2.

Hop dong la ban nhap. Nguoi co tham quyen cua brand duyet va ky; hoi luat su voi hop dong co gia tri lon hoac nganh nhay cam (quy tac 7, 8).

Buoc 7 — Cham diem tung creator va quy tac re-book (heuristic)

Moi creator sau moi dot hop tac ghi mot dong:

Creator	Mo hinh	Chi phi tong	Ket qua dat chuan	Chi phi / ket qua	So voi CPA muc tieu	Video dung lai duoc cho ads	Tuan thu cong bo	Ghi chu
			observed			Co/Khong	Dat/Khong

Nhan nguon: so lay tu analytics goc, don hang theo ma, hoac bao cao san la observed; so creator tu gui chua doi chieu la reported.

Quy tac re-book (heuristic, dieu chinh theo so that cua brand):

Tinh huong	Hanh dong
Chi phi/ket qua thap hon CPA muc tieu, tuan thu cong bo dat	Re-book, tang so luong, thuong luong dieu khoan dai han
Gan CPA muc tieu	Re-book 1 lan nua voi goc do khac de xac nhan, chua tang ngan sach
Cao hon CPA muc tieu nhung video dung duoc lam creative ads tot	Mua quyen su dung, khong tang phi; danh gia lai bang chi phi creative
Cao hon CPA muc tieu va khong co gia tri phu	Dung hop tac
Vi pham cong bo, noi sai su that, hoac co dau hieu gian lan	Dung va xu ly theo hop dong, khong re-book

Chi so nhu ER, save rate, completion rate cua tung bai: dung 03-danh-gia-hieu-suat va chi coi la heuristic tham khao. Quyet dinh re-book dua tren chi phi tren ket qua dat chuan.

Phap ly

Chi dan link — khong chep lai van ban. Hub: skills/vi/references/phap-ly-marketing-vn.md. Khong phai tu van phap ly.

• Nghia vu cua KOC / nguoi chuyen tai: kiem tra thong tin san pham, khong quang cao san pham chua dung, cong bo noi dung quang cao truoc va trong khi quang cao → xem hub muc 3 (checklist khi brand thue KOL/KOC o do).
• Xac thuc tai khoan va dinh danh livestream: ND 147/2024 (xac thuc tai khoan mang xa hoi) va ND 248/2026 (dinh danh nguoi livestream ban hang, [BAO CAO]) → xem hub muc 5. Kiem tra van ban goc tai vbpl.vn / thuvienphapluat.vn va quy che cua san.
• Thue / khau tru thue cua creator va nguoi ban: hub muc 6, hoi ke toan. Khong ghi thue suat hay nguong o day.
• Lan ranh do: KOC quang cao san pham chua dung, an dau hieu "hop tac / quang cao", persona gia → hub muc 7.

Tach bach: cac dieu o tren la nghia vu phap ly. Cac goi y ve cach viet cau cong bo, thoi han hop dong, quy tac re-book la thuc hanh tot, khong phai trich luat.

Cau truc ket qua

Ten file: ke-hoach-koc-affiliate-[ten-san-pham]-[YYYYMMDD].md

# Ke hoach chuong trinh KOC / affiliate — [San pham] — [Ky]

## 0. Gia dinh va thong tin con thieu
[Gia dinh da dung; muc nao la `reported`; can lay them gi]

## 1. Muc tieu va co cau chuong trinh
- Muc tieu chinh: [..] — ket qua dat chuan: [..]
- CPA muc tieu: [..] (nguon: 10-tinh-kpi-nguoc)
- Bien loi nhuan sau phi san: [..]
| Vai tro | Tier | So creator du kien | Ngan sach | Ket qua dat chuan |
|---------|------|--------------------|-----------|-------------------|

## 2. Nguon tim va danh sach tham dinh
| Creator | Kenh | Nguon tim | 6 hang muc tham dinh (pass/fail/unknown) | Do phu | Nhan nguon |
|---------|------|-----------|-------------------------------------------|--------|-----------|

## 3. Neo gia
- Phi toi da = ket qua ky vong x CPA muc tieu: [vi du gia dinh hoac `[CAN SO LIEU THAT]`]
- Bao gia nhan duoc vs tran:
| Creator | Bao gia | Tran | Chenh | Hanh dong |
|---------|---------|------|-------|-----------|

## 4. Mo hinh tra phi
| Creator / nhom | Mo hinh | Phi co dinh | Hoa hong | Moc thanh toan |
|----------------|---------|-------------|----------|----------------|

## 5. Co che affiliate (neu co)
- Loai chuong trinh: [mo / nhat dinh] — nen tang: [..] — kiem tra Seller Center: [da kiem / chua]
- Tran hoa hong: [bien loi nhuan sau phi san − loi nhuan muc tieu]
- Cua so ghi nhan: [kiem tra]
- Kiem tra tap trung va gian lan: [..]

## 6. Dieu khoan hop dong
[Checklist tu references/tham-dinh-va-hop-dong-koc.md — ghi dieu khoan nao da co, nao dang thuong luong]

## 7. Cham diem va re-book
[Bang cham diem + quy tac re-book da dieu chinh]

## 8. Phap ly va cong duyet
- Link hub: muc 3, 5, 6, 7
- Nguoi duyet co ten cho tung hanh dong ghi (gui loi moi, chuyen tien, dang, chay ads): [..]

Lien ket skill

• 10-tinh-kpi-nguoc: CPA muc tieu va so ket qua can dat.
• 09-insight-khach-hang: ICP de doi chieu tep nguoi xem cua creator.
• 06-brief-ugc-egc: brief quay chi tiet cho creator da chot, mau thoa thuan quyen su dung.
• 18-referral-program: chuong trinh gioi thieu tu khach cu / CTV, khong phai creator.
• 38-seeding-plan: rai binh luan, bai dang trong cong dong.
• 67-agency-vendor-brief: khi thue agency / MCN quan ly nhieu KOC.
• 76-van-hanh-san-tmdt: van hanh gian hang, phi san, livestream ban hang.
• 03-danh-gia-hieu-suat: doc chi so tung bai de bo sung cho bang cham diem.

Checklist chat luong

• Da doc context file va 10-tinh-kpi-nguoc, chi hoi cai con thieu
• Co 1 muc tieu chinh va dinh nghia "ket qua dat chuan" tinh duoc
• Co cau tier gan voi vai tro trong phieu, khong chi theo follower
• Moi so creator tu khai duoc danh dau reported
• Tham dinh du 6 hang muc, co trang thai pass / fail / unknown va do phu
• Neo gia = ket qua ky vong x CPA muc tieu; vi du gia tien ghi "vi du gia dinh" hoac [CAN SO LIEU THAT]
• Khong co bang gia thi truong, khong tinh gia theo follower
• Mo hinh tra phi chon theo du lieu ban da co cua creator
• Hoa hong affiliate nam duoi tran bien loi nhuan sau phi san; phi san dan sang 76, khong ghi cung
• Hop dong co cong bo, quyen su dung (thoi han, kenh, whitelisting), go bai, thanh toan
• Muc phap ly chi dan link hub muc 3, 5, 6, 7; khong chep van ban luat, khong ghi muc phat hay thue suat
• Tuan thu quy tac 7: moi hanh dong gui / chuyen tien / dang / chay ads co nguoi duyet co ten
• Bang cham diem va quy tac re-book ghi ro la heuristic