When the Yahoo! Search Marketing team wanted to update their offerings to advertisers, they turned to Create with Context to understand how search and social media are influencing major purchasing decisions, both online and offline. Based on in-home research throughout the US, we explored how people consume and rely upon social media, uncovering brand advocates' underlying motivations and why they megaphone about products they love. This knowledge, combined with quantitative data from comScore, formed the basis for the Yahoo! Summit Series - Engaging Advocates Through Search and Social Media.