Myra Norton of Community Analytics LLC

Myra NortonMyra Norton, Chief Executive Officer of Community Analytics LLC, has been with the firm since its inception in 2004. Norton is responsible for providing strategic direction for all of Community Analytics’ business units and is leading the firm through its next era of dynamic growth.

Norton has extensive academic experience as an administrator in the College of Science and Technology at Temple University, teaching in the Business School and the College of Science and Technology at Temple University, as well as lecturing on mathematics and statistics at Towson University and providing academic support to midshipmen at the United States Naval Academy.

She is a leading thinker on the application of social networks within communities, speaking and writing on this subject in a variety of venues. Norton is advancing the Community Analytics tagline, The Power of Human Networks® – a succinct statement of the company’s vision of authentic customer engagement. This commitment is driving the company’s strategy among many of the Fortune 1000 companies as well as top colleges and universities.

Ms. Norton serves as a speaker and facilitator for the Network Roundtable at the University of Virginia, the Chief Marketing Officer (CMO) Council, and works with researchers from Harvard University, Babson College, University of Virginia, and the University of Chicago. Her principal focus is the study of personal relationships. She leads the National Girls Collaborative Project as part of her work with the Center for Women in Technology, serves on the Industry Advisory Board for the College of Engineering at UMBC, and is actively involved in the Greater Baltimore Technology Council.

Norton graduated from University of Alabama with a BS in Math Education and received an MA in Mathematics and an MS in Statistics at Temple University. She is a fitness enthusiast, closely follows college athletics, plays the piano and guitar, and enjoys spending time with her husband, Pat, and yellow lab, Bama.

Myra Norton of Community Analytics LLC » WOMM-U 2008! May 8-9 | Miami, Fla. Myra Norton of Community Analytics LLC » WOMM-U 2008! May 8-9 | Miami, Fla.

On the agenda

  • Real case studies from major brands showcasing WOMM programs that work!
    1. A unique, interactive workshop format
  • Hands-on, small-group peer interaction & networking
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WOMM-U: Day Two Case Study: Houlihan’s Restaurant

The final session of the conference featured a case study on Houlihan’s Restaurants, presented by Jen Gulvik, VP Marketing, Houlihan’s Restaurants, Inc.

WOMM-U, Miami, FL

In the past few years Houlihan’s has undergone a tremendous transformation. Spreading the word about this has been an interesting challenge. They’re not a national advertiser. While they are in some major markets, they don’t have the budget that many of their competitors do.

The task was to see if they could turn their customers into a marketing force. In the past many of their restaurants had established e-mail lists, it was one-way only. However they do receive a large amount of customer feedback, and this is increasing. She thinks this matches the trend of customers taking control of their brand experiences.

At a WOMMA event a year ago, Jen realized that they’re in an industry (food & beverage) that is heavily talked about. Why not take advantage of that?

First step was to determine who their brand lovers were. They created and sent out a survey. Some quick metrics: 114,949 sent, 18,695 received. From there they began to build out a program, an advisory group. This group would advise them on menu choices and other brand assets. They also developed a program for the HouliFAN’s.

The primary communication channel with the advisory group is the HQ, a password protected site that allows Houlihan’s to provide information to the fans. It also allows them to participate in coversations and get feedback.

One of the first things they did was ask the advisory group, what would you do? Early on they saw an issue related to the removal of fajitas from the menu, or as Jen said, a fajita-freakout.

Once the site was established with the advisory group, it expanded to the entire fan-base, the HouliFANs.

Soon afterwards they rolled out a new menu and used their fans and the site to spread the word. They found that 35% of the fans had spread WOM about the menu.

The program is still new and growing but they’ve been thrilled with the response and feedback they’ve received.


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