I think the only way for ello to work, at least for my group of friends, is to actually use it. Post things. Show me what you're working on. Drawing, writing, painting, sculpting, cooking, blogging, or whatever.
This is more like tumblr or Twitter than Facebook. I just know that if we use this great platform, we'll enjoy it and not waste all of our time on the FB.
It feels daunting because I feel creatively less than compared to the people I've been 'discovering', but I think if we are constructive and positive towards each other we can make this a great place.
As my good friend on www.youngandfictitious.com says, let's build.