From IBM's Institute of Business Value, some interesting paradoxes between the two players in this dance of communities and social. On one hand, a company that believes customers want to get more closer to them, maybe grab some info and do some minimal engagement and the customer who desperately wants the freebie.
The caveat here is the people that do want to join a community and feel a deeper sense of connection are like gold and ideally should be the minority - I wouldn't concern myself with their percentage being so low.
The necessity here is that we should be mindful that - good feelings and soft lullabies are only so good in creating lasting social brand currency, the people want stuff too.
Don't underestimate the power of an unexpected piece of swag or exclusive offer and proposal.
We talk about the 27 different incentives people have in deciding whether they want to join a community, cause or brand-sponsored effort in our book Wikibrands - have a look in chapter 8.