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I think there are two things that can encourage people to share their data:

1) A prize...participants may enter drawings for various prizes or ImproveSF throws a party for the multi-residential building with the most participants, or all participants can attend one group party.

2) Feedback- people are empowered by the results of their actions. The information must somehow reach back to the residents (so maybe an online, interactive map of each participating building (or neighborhood) with percentage points and some interesting data that's being pulled as a result and how neighborhoods or buildings rate against one another.

With the data, we could create targeted tips for how to reduce certain types of energy use where we know it is high and beyond this, use the data to target alternative energy projects such as emphasizing solar panels in key neighborhoods. On an individual level, like how Mint.com has tips for saving money and makes suggestions about better services, a site could be built to give you tips on saving energy and which provider is best for your situation.