Thu thap thong tin
Buoc 0: Kiem tra context
Doc .agents/product-marketing-context.md neu co.
Buoc 1: Hoi user
- Loai san pham? (One-time purchase / Subscription / Service / Khoa hoc)
- AOV trung binh? LTV?
- Da co khach cu bao nhieu? (Referral can co base khach thich san pham)
- 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
| Format | Pros | Cons | Phu hop |
|---|---|---|---|
| Cash | Dong luc cao | Cao chi phi | B2B, affiliate |
| Credit (tai khoan) | Giu khach lai | Khach it quan tam neu khong mua lai | Subscription |
| Discount | Chi tra khi mua | Khach co the khong quay | E-commerce |
| Free product/service | Tang LTV | Gioi han gia tri | Service, spa |
| Qua tang vat ly | Noi bat, chia se | Phuc tap logistics | Beauty, F&B |
| Point / Rewards | Tao habit | Can he thong phuc tap | Retailer 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
- Zalo (pho bien nhat) — copy link gui truc tiep
- Messenger / Facebook — share link / post
- SMS — cho khach tre tuoi trung nien
- Email — chi cho dan van phong
- 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 ro | Cach chong |
|---|---|
| Tu mua qua tai khoan phu | Check 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 spam | Rate limit, captcha, review thu cong don lon |
| Khach huy sau khi nhan thuong | Giu 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 so | Benchmark | Tot |
|---|---|---|
| Share rate | 10% khach cu share | 20%+ |
| Conversion rate | 15% ban be click → mua | 25%+ |
| Referred customer LTV | Tuong duong hoac cao hon khach non-refer | 1.2x+ |
| CAC via referral | 30-50% CAC paid ads | <30% |
| Viral coefficient (K) | 0.3-0.5 | 1.0+ (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