Leading an Academic "Book Club"
I ran one of these a few years back. Here's what we did:

Start by publicizing the idea with your friends/colleagues and setting up an initial meeting. You'll get a sense prior to the meeting whether there's interest. The more advertising you do here the higher chance you'll actually have a showing at the first meet.

At the first meet, re-state the purpose—group of people working through the ideas in the book—and decide the meeting cadence (weekly, biweekly, monthly). This is important; reading through books like this take time, and for the group to work it's critical that people actually read the content and come prepared to discuss questions. You need to give enough time to let them read, and not so much that they'll forget what they read.
On this note, we also split the book up by chapter (we were reading [Elements of Statistical Learning](http://statweb.stanford.edu/~tibs/ElemStatLearn/, chapter splits made sense there). You may decide to split by topic or whatever else. The main idea is to ensure that everyone's on the same page, and comes to the next meet prepared to discuss the same content.

During the break, read up on content. As the group leader/organizer you may want to take notes on what you read to prompt discussion (itemize points covered, questions you thought of, points for discussion). Send out one or two emails reminding them about it.

At the first meet, come with discussion points and be prepared to lead a discussion, as it's likely no one else will take the lead. You don't have to be an expert, you just have to lead the conversation and bring up talking points. If you're not comfortable in this role, find someone who is and make sure they come to the meeting.
I recommend you keep the meeting at 60 minutes or less. If the first one is a success the rest then just wash, rinse, repeat.