I'm biased in that I learned from John Keller and graduated from Florida State. That said, I truly believe that if your learning program is going to include social collaboration, you must study Keller's ARCS model.
On page 5, read the paragraph that begins "Each factor of the ARCS Model has three elements..."
http://www.arcsmodel.com/pdf/Biographical%20Information.pdf
Within the communities of practice, use strategies to gain and increase learner's attention, link content to learner needs/wants and maybe "random wishes," give learner's opportunities to build a sense of self-worth and to control content, and setup positive consequences of participation (i.e. not negative consequences).
It's that simple. It really is. Attention, Relevance, Confidence, and Satisfaction.
Collaboration White Paper
Read page 6
Creating a Collaborative Enterprise
Read page 21
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