Vermont (pop. 621,000) is a small, tightly knit rural state proud of its independent spirit and high levels of civic engagement. Vermont’s independent sector (3000+ organizations, $4 billion annual revenue) plays a primary role in the delivery of human and cultural services and in the preservation of the state’s cherished natural resources. Most social services—food, shelter, healthcare and education—are delivered within local and regional community settings.

Often separated by geography (mountains, rivers, lakes), Vermont’s 251 towns and 14 counties are increasingly knit together by broadband “build-out”. Common Good Vermont leverages these electronic networks to bridge the barriers of Vermont’s geography and the “beaten paths” of its hyper-local networks. New human and electronic networking activities will support the delivery of information and innovation to the state’s community builders: project volunteers and professionals who, by virtue of their civic and nonprofit roles and responsibilities, are the lifeblood of the “green mountain state”. Common Good’s place-based and community virtual events are designed to improve the capacity of so many “small networks” that, improve Vermont’s unique “quality of life”.

Common Good Vermont aggregates content for (and from) Vermont independents and nonprofits by pulling in RSS and Atom feeds including blogs, news sources, social bookmarks, and event calendars. The goal is to serve as an information hub encouraging knowledge sharing and increasing cross-organization communication. Content is currently organized by a combination of taxonomy (categories defined by Common Good Vermont staff) and folksonomy (tags from the feeds themselves). Our goal is to eventually remove the taxonomy layer and have all content organized completely by broad and, to a lesser extent, narrow folksonomy. However, the taxonomy layer is there for now to allow a certain amount of curation while we seek out, connect, and aggregate additional sources of information.

Common Good Vermont is built using Zend Framework and hosted on Rackspace Cloud Sites. Components from Zend Framework used include its MVC system, Zend_Application, Zend_Feed_Reader, Zend_Tag_Cloud, Zend_Search_Lucene, Zend_Paginator, Zend_Db, Zend_Date, Zend_Auth, Zend_Acl, and Zend_Form. Stay tuned for future iterations to the website!

With around 500 submissions and 15,000 ratings this “share your peak experience” aspect of their website allowed Peak Organic to learn about the people who drank their beer. Even better, it allowed their customers to learn a little bit about each other. It also gave people an opportunity to contribute, quite literally, to the Peak Organic brand with the chance of having their photographs and experiences incorporated into the product’s packaging and displayed on store shelves throughout the country. I liked to call this “user-generated brand,” a form of user-generated content. All brands are influenced by their users but this was user-driven brand evolution made tangible. This content was also a factor in helping them reach the number one position on Google for the search term “organic beer” — sorry Vermont’s own Wolaver’s!

In addition to Peak Organic’s website, we also created their brand identity, developed materials for their event marketing, designed their packaging, made point of sale materials, and created sell sheets. We worked with Peak Organic for several years but we no longer work with them today. I’d like to explore some things we’d do differently today knowing what we know now four years later and with the tools available today. I wouldn’t suggest anyone simply try the same things we did with Peak Organic. This worked because it fit in with their brand. However, there are some things you may be able to learn from our experience (no pun intended).

First, I would “unlock” the user generated content from the website. This could be done simply through a feed of recent “peak experiences” with links back to individual experiences. This would allow people to easily access this content from outside the website. If they’re engaging with the brand, why does it matter if it they’re on the brand’s website or not?

An alternative approach would be to have users submit their “peak experiences” to Flickr and aggregate these photographs with a tag and possibly a group (Flickr was still in beta when we first launched the Peak Organic website). The website would then consume these aggregated photos like anyone else would and could even add a metadata layer on top for implementing the rating system. This would potentially give the community more control of this content and give Peak Organic the possibility of tapping into existing communities on Flickr.

When we first launched the Peak Organic website online photo sharing was still relatively new. Since then sites like Flickr have grown exponentially and many people are at least familiar with sites like Flickr, if not sharing photos online themselves. Today, microblogging (e.g. Twitter) is relatively new but growing very quickly. This leads to the second thing I’d do differently today — experiment with tagging beyond Flickr. I’d try tweeting from various events using an event hashtag and/or a brand-specific hashtag. Relatively speaking, not many people are on Twitter yet. However, the momentum is there and mixed in with the all those tweets must be a few “peak experiences” ready to be shared. Coincidentally, the maximum length for a “peak experience” description was 150 characters, 10 more than Twitter’s 140 character limit.

The functionality behind tagnabit was built using Zend Framework (MVC components, Zend_Feed, Zend_Service_Flickr, and Zend_Cache). The client side is all semantic XHTML (with a few Microformats), CSS, and a few JavaScript enhancements (using jQuery). We’ve got plans for some new features – but we’re curious to see how people use the site first. If you’ve got feedback, please send it our way via Twitter, Flickr, Technorati, YouTube or Delicious by tagging your content with tagnabit (#tagnabit on Twitter).

I also had the pleasure of speaking on a social media panel and helping with a social media workshop. Colin Rhinesmith, who was on the panel with me and also helped with the workshop, has a good summary of the conference on his blog.