# He Thong Kenh — Over Powers Agency Framework

> He thong kenh marketing theo hanh trinh khach hang. Moi kenh co vai tro cu the trong pheu chuyen doi.

---

## So do tong the

```
                    ┌─────────────────────────┐
                    │     KENH KEO TRAFFIC     │
                    │       (TOFU — Reach)     │
                    ├─────────────────────────┤
                    │ UGC Network (5–30 acc)   │
                    │ FGC (Founder content)    │
                    │ EGC (Employee content)   │
                    │ Kenh ve tinh TikTok      │
                    │ Facebook Reels / Threads  │
                    │ SEO / Blog               │
                    └────────────┬─────────────┘
                                 │
                    ┌────────────▼─────────────┐
                    │    KENH BRAND CHINH      │
                    │    (Build Trust & Auth)   │
                    ├─────────────────────────┤
                    │ TikTok Brand Account     │
                    │ Fanpage Facebook         │
                    │ Instagram Brand          │
                    │ YouTube (long-form)      │
                    │ Community (Group/Forum)  │
                    └────────────┬─────────────┘
                                 │
                    ┌────────────▼─────────────┐
                    │    KENH TANG TRUST       │
                    │    (MOFU — Nurture)      │
                    ├─────────────────────────┤
                    │ Website / Blog           │
                    │ Landing Page             │
                    │ Email Marketing (Brevo)  │
                    │ Zalo OA                  │
                    │ Messenger                │
                    └────────────┬─────────────┘
                                 │
                    ┌────────────▼─────────────┐
                    │   KENH CHUYEN DOI        │
                    │   (BOFU — Convert)       │
                    ├─────────────────────────┤
                    │ San TMDT (Shopee/TikTok) │
                    │ Website chot don         │
                    │ Messenger / Zalo chot    │
                    │ Livestream ban hang      │
                    │ Hotline / Telesales      │
                    └────────────┬─────────────┘
                                 │
                    ┌────────────▼─────────────┐
                    │    KENH GIU CHAN          │
                    │    (Retention & Referral) │
                    ├─────────────────────────┤
                    │ Zalo OA broadcast        │
                    │ Email nurture chuoi      │
                    │ Loyalty program          │
                    │ Community VIP            │
                    │ Referral program         │
                    └─────────────────────────┘
```

---

## Chi tiet tung tang

### Tang 1 — Kenh keo traffic (TOFU)

| Kenh | Vai tro | Noi dung | Tan suat | KPI |
|------|---------|----------|----------|-----|
| UGC Network | Do phu, trust tu nguoi dung that | Review, unbox, truoc/sau | 3–5 video/nguoi/thang | View, reach, save |
| FGC (Founder) | Xay dung personal brand | Chia se kinh nghiem, hau truong | 3–5 video/tuan | Follower growth, engagement |
| EGC (Employee) | Trust tai diem ban | Ngay lam viec, quy trinh | 2–4 video/tuan | View, share |
| Kenh ve tinh | Mo rong reach, test content | Content tai su dung tu brand | 15–20 bai/thang | View, traffic ve brand |
| SEO / Blog | Traffic tu nhien dai han | Bai viet chuyen sau, how-to | 4–8 bai/thang | Organic traffic, ranking |

### Tang 2 — Kenh Brand chinh

| Kenh | Vai tro | Noi dung | Tan suat | KPI |
|------|---------|----------|----------|-----|
| TikTok Brand | Nhan dien + chuyen doi | Mix: giai tri 40%, giao duc 30%, ban hang 30% | 5–7 video/tuan | View, follower, mess |
| Fanpage | Trust + chuyen doi | Bai viet + video + quang cao | 4–5 post/tuan | Reach, engagement, mess |
| Instagram | Hinh anh thuong hieu | Feed + Story + Reels | 3–5 post/tuan | Engagement, save |
| YouTube | Noi dung chuyen sau | Tutorial, review dai, behind scenes | 1–2 video/tuan | Watch time, subscribe |
| Community | Xay dung cong dong | Thao luan, chia se, ho tro | Hang ngay | Active members, post/ngay |

### Tang 3 — Kenh tang Trust (MOFU)

| Kenh | Vai tro | Noi dung | Tan suat | KPI |
|------|---------|----------|----------|-----|
| Website | Hub thong tin chinh | Dich vu, portfolio, blog | Cap nhat lien tuc | Traffic, time on site, conv |
| Landing page | Chuyen doi tep nong | 1 trang = 1 offer = 1 CTA | Theo chien dich | Conv rate, cost/lead |
| Email | Nurture + re-engage | Welcome + giao duc + offer | 1–2 email/tuan | Open rate, click rate |
| Zalo OA | Nurture than mat | Broadcast + tu van | 2–3 broadcast/tuan | Read rate, click rate |
| Messenger | Tu van 1:1 | Tra loi hoi dap, chatbot | Real-time | Response time, conv rate |

### Tang 4 — Kenh chuyen doi (BOFU)

| Kenh | Vai tro | Noi dung | Tan suat | KPI |
|------|---------|----------|----------|-----|
| San TMDT | Ban hang truc tiep | Listing + deal flash | Lien tuc | GMV, don hang, ROAS |
| Website chot | Dat hang / dat lich | Form + thanh toan | Lien tuc | Conv rate, AOV |
| Inbox chot | Tu van ca nhan | Script chot + follow-up | Real-time | Lead→Booking, response time |
| Livestream | Chot don so luong | Demo + flash sale | 2–4 buoi/tuan | GMV, don/buoi, viewer |

### Tang 5 — Kenh giu chan (Retention)

| Kenh | Vai tro | Noi dung | Tan suat | KPI |
|------|---------|----------|----------|-----|
| Zalo OA | Re-engage | Uu dai doc quyen, noi dung VIP | 1–2/tuan | Re-purchase rate |
| Email | Nurture dai han | Chuoi gia tri + offer | 1/tuan | LTV, churn rate |
| Loyalty | Thuong khach cu | Diem thuong, tier, qua tang | Lien tuc | Retention rate |
| Community VIP | Ket noi sau | Group rieng, event offline | 1–2 event/thang | NPS, referral |
| Referral | Mo rong tu khach cu | Hoa hong, qua tang gioi thieu | Lien tuc | Referral rate, CAC |

---

## Phan bo ngan sach theo kenh

| Tang | % Ngan sach | Ghi chu |
|------|------------|---------|
| TOFU (Reach) | 25–35% | UGC thu lao + paid reach |
| Brand (Trust) | 15–20% | Content production |
| MOFU (Nurture) | 10–15% | Email tool + landing page |
| BOFU (Convert) | 30–40% | Paid ads chuyen doi |
| Retention | 5–10% | Loyalty + community |

---

## Nguyen tac

1. **Khong phu thuoc 1 kenh.** Neu 1 kenh > 60% traffic → rui ro cao.
2. **Kenh keo traffic phai nhieu hon kenh brand.** Ti le 3:1 hoac hon.
3. **Moi kenh phai co KPI rieng.** Khong do tat ca bang doanh thu.
4. **Content tai su dung.** 1 video goc → cat 3–5 clip ngan → 1 bai blog → 1 email → 1 carousel.
5. **Test truoc khi scale.** Chi tang ngan sach khi kenh da co ti le chuyen doi on dinh.
