OK, let me warn you right off the bat here. If you’re expecting to read some New Media Marketing puff piece parroting what every blog and New Media evangelist out there is saying about Michael Eisner’s new deal with MySpace, to paraphrase Tony Soprano — fogettaboutit! But you will learn how to make the big bucks!

Eisner partnering with MySpace to promote his “Prom Queen” mystery series does not mean he has drunk the New Media koolaide. He’s just a smart businessman. It’s that simple.

If you had over 160 million viewers, of which half are your ideal audience, wouldn’t you make sure you and your brand were seen there? Of course! It’s common sense.

Yet I’ve seen so much crap slung out there by entrepreneurially illiterate morons that I feel like gagging. (Over 150,000 pages were added to a Google search for “eisner myspace” in the last 24-hours, bringing the total pages up to 611,000 as of this post.)

Most of these are blog pages created by people making ignorant statements or asking stupid questions. (Yes Virginia! There is such a thing as a stupid question.) Things like; Why MySpace?, Why not use YouTube?, Why not just do a normal media buy and be done with it?

I’m sorry but these people wouldn’t know a profitable idea if it snuck up behind them and bit them on the butt. Blinded by a passion for the “technology” (of New Media,) or maybe just thrown into a crazed euphoria by the idea that (finally) someone might actually care about what they have to say — they simply repeat a cacophony of opinions that land in the camp of two extremes.

Delusion Camp #1. In this first camp, they blather on blindly about what Eisner is doing wrong. (As if they can and have done better. Reminds me of Monday morning quarterbacks.) Blind to the vision and overall strategy, they jump the gun pronouncing strategic action failure before the game has even begun. Talk about doom and gloom!

Strategy is actually something that real business people think about. Strategy is something that is sustainable and produces sustainable long term results, tied to long term goals. Something most people blinded by the new media evangelistic zeal fail to actualize.

Delusion Camp #2. People in this second camp see Eisner as an idiot, as someone who has come under the spell of New Media. To these people, Eisner has foolishly fallen prey to the MySpace hype.

Stuck in their old media beliefs and practices, they see any brave new use of New Media as a deviation from the unwritten religion of Madison Avenue. These are people threatened by that which they cannot understand or control (yet.)

If you’re looking to…

build a list,
gather a Tribe around yourself,
and make more money marketing with New Media

… beware of these two extreme camps of mind-numb robots. Don’t get sucked into either, or you’ll learn nothing!

OK, OK… now that that’s off my chest, we can get down to it! I will never make a criticism, if I don’t have a resolution.

How and what can you learn from Michael Eisner on MySpace and New Media Marketing?

HOW is quite simple — observe!

Do I see some things that Eisner and his team could do differently with the Prom Queen promotion on MySpace? Sure! But what do I know? What does Eisner know? Nothing! Any top marketer knows that you cannot predict what your target audience is going to do. Until you do it.

All you can do is do your research and then take your best shot. From there on out it’s all about testing. By observing and tracking how your target audience reacts, you can make adjustments and continue to test.

Eisner’s target audience will tell him and his team what they did right, and what could be done better. The secret to success in marketing with New Media or old, is the same. Research, test, adjust, retry. It really is that simple.

WHAT… is yet to be seen.

Follow along with Eisner and learn from his efforts. You can do it on your own, tracking and documenting simple changes to the pages and ads. And by watching the comment and friend numbers.

Or you can follow along as we make this a long term case study here at Advanced Business Blogging over the next two-and-a-half months as Eisner and company roll out 80 sequential episodes (one per day) going into “real” prom season.

For instance, on the first day of Prom Queen being released there were 31 comments on the page (diverse, all appearing to be real profiles.) And there were 987 friends.

Today, just ONE day into the Prom Queen promotion, there are 64 comments and 4,730 friends. The Prom Queen page is still prominently positioned on the MySpace home page driving traffic to the Prom Queen TV home page.

What does the number of friends relative to the number of comments mean?
What’s the relationship of comments to episodes?
What about page structure and layout?

No telling what these things mean right now. But within the next 30-days or less, a pattern will begin to develop. A pattern you and I can learn and profit from.

This takes patience and consistency. It’s not sexy, but it sure as heck is how the millions in marketing are made!

Whatever you do, don’t fall for the temptation to be like the parrots of New Media evangelism flocking together cackling about what each other say. Nor like the old media protectionists, burying their head in the sand saying “there is no New Media, htere is no New Media.” In both cases their self-important pronouncements cause them to remain blind to growth.

Sadly, those are the people that will never learn anything. And they will never make the really big bucks either.

Happily you and I know that we’re in good company with the likes of Michael Eisner, Seth Godin, and Jay Abraham. WE don’t know anything. Your MARKET knows it all!

Let’s watch, learn, and profit!

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John Paul Micek (aka "the Commando Capitalist") and his partner Deborah Cole Micek, (the Motivation M.D.) are founders of the business coaching company RPM Success Group ® Inc. With four multi-million dollar businesses under his belt and over 17,500 hours of research and study working with thousands of business owners around the world — John Paul and Deborah have created a simple scientific system that maximizes your performance, persuasion, and wealth in just 60-Seconds. They both are in demand speakers, published authors, and certified trainers in persuasion and Self Influence™, and experts in Marketing with New Media. Their latest book ‘Secrets Of Online Persuasion’ is the definitive guide on getting more customers and cash online with New Media. You can reach John Paul by contacting [support@rpmsuccess.com]

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