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18-referral-program

Dung khi muon khach cu keo khach moi — thiet ke chuong trinh gioi thieu, affiliate, ma moi ban: co che thuong mot chieu hay hai chieu, muc thuong, cach theo doi, chong gian lan va kich ban ra mat chuong trinh. Kich hoat khi user nhac 'chuong trinh gioi thieu', 'referral program', 'affiliate', 'ma moi ban', 'hoa hong gioi thieu', 'word of mouth', 'khach gioi thieu khach', 'CTV ban hang huong hoa hong'. Khong dung cho — giu chan khach cu de ho mua lai thi dung skill 69-giu-chan-khach-hang; xay cong dong quanh thuong hieu ca nhan thi dung skill 28-community-building; thue KOC va creator quay bai thi dung skill 06-brief-ugc-egc.

中文简介正在准备中。当前显示原文说明。

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Referral Program

Thu thap thong tin

Buoc 0: Kiem tra context

Doc .agents/product-marketing-context.md neu co.

Buoc 1: Hoi user

  1. Loai san pham? (One-time purchase / Subscription / Service / Khoa hoc)
  2. AOV trung binh? LTV?
  3. Da co khach cu bao nhieu? (Referral can co base khach thich san pham)
  4. Muc tieu? (So khach moi / Giam CAC / Tang LTV khach cu)

Referral hoat dong tot khi nao?

Tot:

  • NPS >= 40 (khach thich san pham)
  • Khach co ly do tu nhien de chia se (ket qua visible, social currency)
  • San pham co use case "giong nhau cua ban be"
  • AOV du cao de hoa duoc thuong

Khong tot:

  • Khach chua hai long (NPS < 20)
  • San pham nhay cam (tai chinh, suc khoe rieng tu)
  • AOV qua thap (thuong khong boi duoc cong gioi thieu)

3 Mo hinh referral

1. One-way (1 chieu)

Nguoi gioi thieu nhan thuong. Nguoi duoc gioi thieu khong.

Khi dung:

  • San pham da duoc yeu thich — nguoi duoc gioi thieu se mua du khong co uu dai
  • AOV cao → thuong phai xung dang

Vi du VN:

  • Shopee: Gioi thieu ban ma → ban ma mua → minh duoc 50K xu
  • Grab: Refer ma → ban dung → minh duoc 100K

2. Two-way (2 chieu) — PHO BIEN NHAT

Ca nguoi gioi thieu va nguoi duoc gioi thieu cung nhan thuong.

Khi dung: 80% case nen dung cai nay — tam ly khach thich "ca hai cung loi".

Vi du VN:

  • Tiki: Gioi thieu → ban moi giam 50K, minh cung duoc 50K
  • VP Bank: Moi ban mo the → ca hai duoc 200K
  • Spa: Gioi thieu khach moi → minh free facial, ban moi giam 30%

Cau truc uu dai:

Nguoi gioi thieu: Discount lan sau / credit / qua tang / free service
Nguoi duoc gioi thieu: Discount lan dau / bonus / free trial

3. Multi-tier (Affiliate)

Nguoi gioi thieu nhan % hoa hong theo doanh so.

Khi dung:

  • SaaS / khoa hoc / san pham gia cao
  • Co he thong tracking (link affiliate, coupon code)
  • Muon thu hut influencer / partner

Cau truc VN pho bien:

  • Tier 1: 10-20% doanh so don dau
  • Tier 2: 5-10% cac don tiep theo trong 90 ngay
  • Cap tren cao nhat: 30% cho super affiliate

Mechanics chi tiet

Thuong gia bao nhieu?

Cong thuc:

Thuong = 15-25% LTV khach moi

Vi du:

  • LTV khach spa = 3,000,000 → Thuong cao nhat: 750K (25%)
  • Chia: 375K cho nguoi gioi thieu + 375K cho nguoi moi
  • Hoac: 500K credit gioi thieu + 20% discount lan dau cho nguoi moi

Kho phai tinh ca:

  • Chi phi thuong (out of pocket hoac discount?)
  • Thue chuyen tien (neu la cash)
  • Admin fee (theo doi, thanh toan)

Format thuong

FormatProsConsPhu hop
CashDong luc caoCao chi phiB2B, affiliate
Credit (tai khoan)Giu khach laiKhach it quan tam neu khong mua laiSubscription
DiscountChi tra khi muaKhach co the khong quayE-commerce
Free product/serviceTang LTVGioi han gia triService, spa
Qua tang vat lyNoi bat, chia sePhuc tap logisticsBeauty, F&B
Point / RewardsTao habitCan he thong phuc tapRetailer lon

Referral flow 7 buoc

1. Khach co trai nghiem tot
   └─► NPS >= 7 → hoi "co muon gioi thieu?"

2. Cung cap link/code de gioi thieu
   └─► Link rieng moi khach (tracking) hoac code dep (de nho)

3. Khach chia se den ban be
   └─► Qua Zalo, Messenger, SMS, email, copy link

4. Ban be click link / nhap code
   └─► Landing page don gian, rõ uu dai

5. Ban be mua (redeem)
   └─► Tracking dung — pixel / tagged order

6. Thuong cho ca 2 ben
   └─► Thong bao tu dong qua email/SMS/Zalo

7. Nhac nguoi gioi thieu tiep tuc
   └─► "Ban da gioi thieu 1 nguoi — con 2 nguoi nua se len VIP"

Toi uu cho VN

Kenh share chu yeu

  1. Zalo (pho bien nhat) — copy link gui truc tiep
  2. Messenger / Facebook — share link / post
  3. SMS — cho khach tre tuoi trung nien
  4. Email — chi cho dan van phong
  5. Offline — ma code in tren card, bao bi

Dac diem khach VN can chu y

  • Tin nhan than quen > post cong khai. Khach VN ngai share cong khai tren wall — uu tien gui rieng Zalo.
  • Ma code de nho > link dai. "FRIEND50" > link rewardsful dai 20 ky tu.
  • Thuong ngay lap tuc. Cho qua lau se quen. Credit/cash nhan trong 24h.
  • Hoa hong % thich hon cash cu the voi affiliate.
  • Ca nhan hoa. "Ma code cua [Ten khach]" > "Ma code chung".

Chong gian lan

Rui roCach chong
Tu mua qua tai khoan phuCheck trung SDT / dia chi / thiet bi / card
Share cong khai (Groupon, deal site)Gioi han 3-5 lan/ma, dat limit AOV toi thieu
Bot / Script spamRate limit, captcha, review thu cong don lon
Khach huy sau khi nhan thuongGiu thuong 30 ngay moi release (sau return window)

Campaign launch plan (30 ngay)

Tuan 1: Setup

  • Chon mo hinh (one-way / two-way / affiliate)
  • Tinh toan thuong (check LTV, margin)
  • Chon format thuong (cash / credit / discount / qua)
  • Xay landing page + dashboard nguoi tham gia
  • Tich hop tracking (ma code / link UTM)
  • Thiet lap email/Zalo/SMS automation

Tuan 2: Seed

  • Gui moi 50-100 khach cu (NPS cao) dau tien
  • Ghi nhan phan hoi, fix bug
  • Cai dat notification cho ca 2 ben

Tuan 3: Launch cong khai

  • Email toan bo khach cu
  • Post tren FB Page, TikTok, Zalo OA
  • Them CTA referral vao:
    • Thank you page sau mua
    • Email sau khi hoan thanh dich vu
    • App/dashboard khach hang
    • In offline (card thank you)

Tuan 4: Toi uu

  • Review: Ai share nhieu? Ai convert cao?
  • Bonus cho top referrer (top 10)
  • Adjust thuong neu can (a/b test 2 muc)

KPIs

Chi soBenchmarkTot
Share rate10% khach cu share20%+
Conversion rate15% ban be click → mua25%+
Referred customer LTVTuong duong hoac cao hon khach non-refer1.2x+
CAC via referral30-50% CAC paid ads<30%
Viral coefficient (K)0.3-0.51.0+ (viral true)

K-factor = Share rate × Conversion rate × So nguoi moi share

Neu K > 1 → viral (exponential growth) Neu K = 0.5 → tu 100 khach co them 50 khach (half-life)


Checklist chat luong

  • Da co base khach cu hai long (NPS >= 40)
  • Thuong tuong duong 15-25% LTV
  • Hai chieu (2-way) neu chua ro dung 1-way
  • Tracking phai chinh xac (ma code / link)
  • Trao thuong trong 24h
  • Co chong gian lan (3-5 lan/ma, check trung SDT)
  • Share qua Zalo duoc (kenh #1 VN)
  • Landing page 1 trang - ngan gon, gan CTA
  • Co email/SMS thong bao tu dong
  • Do K-factor sau 30 ngay → toi uu thuong

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同一仓库的技能

Dung khi can ke hoach marketing tong the cho mot ky — muc tieu, phan khuc, kenh, ngan sach, timeline, KPI va ma tran rui ro. Co ca che do ban day du va che do ke hoach 1 trang cho chu doanh nghiep nho. Kich hoat khi user nhac 'lap ke hoach marketing', 'ke hoach MKT', 'marketing plan', 'chien luoc marketing nam', 'plan quy toi', 'ke hoach 1 trang'. Khong dung cho — tinh nguoc ngan sach tu doanh thu thi dung skill 10-tinh-kpi-nguoc; phan bo ngan sach chi tiet theo kenh thi dung skill 61-budget-planning; brief mot chien dich cu the thi dung skill 02-brief-chien-dich.

中文简介正在准备中。当前显示原文说明。

minhnv0807/ai-business-skills6252026年9月12日 更新

Use when the user needs an overall marketing plan for a period — objectives, segments, positioning, channel mix, content direction, budget, timeline, KPIs, and a risk matrix, adapted to US, EU, SEA, or LATAM. Trigger on 'marketing plan', 'marketing strategy for next year', 'go-to-market roadmap', 'plan for Q3', 'we have no marketing plan', 'where should we spend next quarter'. Also use when a founder only says the business needs to grow and has no idea which channel to start with. Not for — one specific campaign, see `02-campaign-brief-global`; working backward from a revenue goal to spend, see `10-reverse-kpi-global`; splitting a budget across channels and months, see `61-budget-planning-global`; taking a brand new product to market, see `59-go-to-market-global`.

中文简介正在准备中。当前显示原文说明。

minhnv0807/ai-business-skills6252026年9月12日 更新

Use when the user needs a monthly or weekly content calendar — posting schedule per channel, funnel ratio, content pillars, repurposing matrix, and an owner per slot. Trigger on 'content calendar', 'posting schedule', 'what should we post this month', 'editorial calendar', 'social media plan', 'we post randomly with no plan'. Also use when the user only says the team keeps running out of things to post. Not for — the brief for one specific post, see `36-content-brief-global`; the caption text itself, see `37-social-caption-global`; deciding next period content from last period data, see `40-next-content-plan-global`; a paid campaign timeline, see `02-campaign-brief-global`.

中文简介正在准备中。当前显示原文说明。

minhnv0807/ai-business-skills6252026年9月12日 更新

Dung khi can lich dang bai cho ca thang — chot content pillar va ti le, xep bai theo ngay va khung gio, ma tran tai su dung noi dung, va gan muc tieu cho tung tru cot. Kich hoat khi user nhac 'lich noi dung', 'content calendar', 'thang nay dang gi', 'len lich dang bai', 'ke hoach content thang', 'phan bo noi dung'. Khong dung cho — brief tung bai truoc khi viet thi dung skill 36-content-brief; viet caption thanh pham thi dung skill 37-caption-social; lap plan ky sau tu data thi dung skill 40-next-content-plan.

中文简介正在准备中。当前显示原文说明。

minhnv0807/ai-business-skills6252026年9月12日 更新

Dung khi can brief mot chien dich cu the cho ca team thuc thi — muc tieu, thong diep, deliverable, timeline phan cong theo tuan, gate duyet va ma tran rui ro. Kich hoat khi user nhac 'brief chien dich', 'ke hoach campaign', 'len brief cho team', 'chien dich thang toi', 'phan cong campaign', 'timeline chien dich'. Khong dung cho — ke hoach marketing ca ky thi dung skill 00-ke-hoach-mkt; danh sach asset can thiet ke thi dung skill 41-campaign-asset-list; giao viec cho tung nguoi thi dung skill 64-team-brief.

中文简介正在准备中。当前显示原文说明。

minhnv0807/ai-business-skills6252026年9月12日 更新

Use when a specific campaign needs a brief the whole team can execute from — context, objective, audience, core message, creative direction, channels, deliverables, week-by-week timeline, approval gates, and risks. Trigger on 'campaign brief', 'creative brief', 'launch brief', 'brief the team on this campaign', 'we are running a promo next month', 'what is the plan for this campaign'. Also use when the user describes a promotion out loud and asks for something the team can actually run. Not for — the whole period plan, see `00-marketing-plan-global`; the list of design files needed, see `41-campaign-asset-list-global`; assigning work to one person, see `64-team-brief-global`; a new product launch sequence, see `59-go-to-market-global`.

中文简介正在准备中。当前显示原文说明。

minhnv0807/ai-business-skills6252026年9月12日 更新

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