I created a Jam group for the people who were designing and producing the demos. It started off as a list of demos to do and all the content, resources and conversation associated with the demo. When a person entered the Jam group it resembled a factory, where things are getting done. There was a lot of chaos initially. Over a period of time things settled down and a list of demos emerged. My colleagues started sharing updates, adding their latest content and inviting other colleagues. It became a useful list of all the demos that are being created for SAP and SuccessFactors products.
Some colleagues started inviting not only other demo producers but also consumers of demos. Marketing colleagues asked if we can turn this group into a showroom for the demos that are being created. So we tidied up the from page and grouped the demos together in a meaningful way for consumers of the demos. We also added an introduction explaining what the group was all about.
I think it is a nice pattern for any community to evolve. Start a place for building things and then morph into a place where things are organized and showcased. Let initial participants invite others. A strong community will emerge.