Widely discussed in the media, Web 2.0 systems have drawn the attention of corporations, many of which now seek to adopt Web 2.0 technologies and transfer its benefits to their organizations. Organizations often struggle with the adoption of information systems, and Web 2.0 systems are certainly no exception. As an empirical foundation, we studied three organizations that successfully adopted Web 2.0 systems. We conducted a narrative analysis of the case study material to produce a process theory for Web 2.0 system adoption. Finally, we compare it to the enterprise system experience cycle of Markus and Tanis (2000). Our results indicate that the adoption of Web 2.0 systems differs from larger enterprise system adoption projects. This is rooted in the lower implementation and maintenance costs as well as lower technical complexity of Web 2.0 systems. Furthermore, its voluntary characteristics lead to an adoption process that focuses mainly on convincing users of its benefits.