You may find value in reading The specified item was not found., as well as posting a link to this thread in the Internal Communities group, via a new discussion. If you're joining us for JiveWorld10 Sep 14-17 in San Francisco, be sure to find and introduce yourself to the members of that group.
Within Jive customers who've experienced a rapid adoption rate, I've seen more mass communications go out after the soft-launch period (which is what we call what you've described), usually in waves that target large organizational units. This top-down messaging supports the bottom-up groundswell you started with, which tends to help make it more "real" in your organization. Ultimately, both the top-down and bottom-up approaches are needed, in my experience.
Oh, totally forgot: You may also want to check out Did You Say Benchmarking? Now I'm Excited! Or Not. Ted is presenting about how to do this in a meaningful way, at JiveWorld, but is very interested in starting the conversation now.