re: How To Market Collaboration To Employees
Look for any existing influencers that are also evangelists--perhaps people who have used the same or a similar technology with good results before. They will often champion the cause for you if they will benefit. Leverage their influence and enthusiasm.
I would also add- go for the pain points that are low-hanging fruit. Solve a key challenge that's a time suck and big drain on resources, and you will usually find your evangelists willing to lead the charge.
As you start, accept that a certain percentage will resist, so you can identify possible roadblocks. The solution may be something as simple as training, or reassurance their credibility and expertise is not in question.
Above all, have a governance board to help marshall the program so it doesn't become a wild child out of control.