As Enterprise 2.0 (E2.0) initiatives are gradually moving out of the early experimentation phase it is time to focus greater attention on examining the structures, processes and operations surrounding E2.0 projects. In this paper we present the findings of an empirical study to investigate and understand the reasons for initiating E2.0 projects and the benefits being derived from them. Our study comprises seven in-depth case studies of E2.0 implementations. We develop a classification and means of visualising the scope of E2.0 initiatives and use these methods to analyse and compare projects. Our findings indicate a wide range of motivations and combinations of technology in use and show a strong emphasis towards the content management functionality of E2.0 technologies.