Home intelligence MARKETING FIBARO GUIDE

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2 Presentation plan Logo and promotional materials 2 Online marketing Privacy policy & cookies Structure of web site SEO SEM marketing Social media Google Maps Performance analysis Forums & WOMM 3 Marketing Trade fairs Competitions & Plebiscites Gadgets, catalogs & flyers

3 Logo and promotional materials We encourage you to use our collection of visual graphics and text materials (logo, photo, banners, video, press releases, presentation template and etc). To find them access to FTP (File Transfer Protocol). Access for you: Via web browser: address: ftp://ftp2.fibaro.com login: fibargroup3_partners password: 3$%rtFGH Via ftp client (e.g. FileZilla): address: fibargroup3.dvps.pl login: fibargroup3_partners password: 3$%rtFGH Acces for press (without password, in Polish and English): address: prasa.fibaro.com address: press.fibaro.com

4 Online Marketing Privacy policy & cookies Each web page must contain privacy policies and information about cookies. Check the law in your country and follow necessary guidelines.

5 SEO - Search Engine Optimization Tips: To optimize your whole site for search engines, you ll need to follow these basic tips: 1. Make the website about one thing. It can be about other stuff too, but choose one primary topic that is most essential to your message. 2. Mention keywords where they matter most. 3. Link to internal pages on your site. 4. Use a URL structure that includes text, and make sure you include keywords in your URLs. So instead of having a page s URL be this: It should look more like this: 5. Remove anything that slows down your website including music players, large images and etc.

6 SEO - Search Engine Optimization Tips: 6. Use keywords in your images. Example: instead of d1234.jpg use fibaro_motion_sensor.jpg 7. Link to other websites with relevant content. 8. Update your website frequently. Sites with dynamic content often rank higher than those with static content. That s why blogs and directories (like Wikipedia) do so well on search engines. 9. Make sure your website is indexed in search engines. 10. Have other websites linked to you. This is really, really important, when it comes to SEO. 11. Write like a human. fibaro_motion_sensor.jpg None of the above matters if you create content that sounds like a robot wrote it.

7 SEO - Search Engine Optimization Keywords We suggest you use Google Adwords Keyword Planner and check what relevant keywords are more popular in your region. Click here and start to work with a tool Use filter and choose your location and language And start looking for keywords ideas in your region, sort by number of searches and use the most relevant and popular keywords on your website Bold, italic, underline of keywords will give them more weight, and search engines will find them to be more important.

8 SEO - Search Engine Optimization Linking Internal - that is cross-linking between subpages, has a positive effect - easy for users to move around website, improve page ranking in search engine, External / outbound - it lowers valence of our page. Positioning is to acquire links to your website - larger number of links leading to your site - gives you higher positioning on search engines. However, only links from valuable sites improve your position, and redirects from spam sites harm. Texts on such sites should be varied and re-written, because material based on "copy-paste" is of little value. We should also avoid "link exchange" and "farms of links".

9 SEM - Search Engine Marketing Use Google Adwords, Bing Ads, Yandex Direct or other SEM tools depending on your country to increase relevant traffic on your website. The most popular worldwide SEM tool is Google Adwords which displays your ads on Search and GDN Networks. Follow tutorials and introduction course here: Start with keywords and campaign structure. You can find keyword ideas for your campaigns here: Don't put all your keywords in the same campaign. Create a simple and clear structure: Own Brand (brand name Fibaro, fibaro system, etc.) Products Competitors (specific for different regions) Generic (keywords such as buy and order)

10 SEM - Search Engine Marketing Work on your landing pages, make sure that for each type of product you have specific landing page. Use negative keywords like for free, video, download and etc to avoid not relevant traffic. Improve your CTR (Click-through rate) and make your add more visible. Include in your ads: 1. Social Extensions 2. Seller Ratings 3. Sitelinks Extensions 4. Product Extensions 5. Call Extensions 6. Location Extensions 7. Mobile App Extensions Make sure that your mobile landing pages are user friendly.

11 GDN - Google Display Network GDN allows you to create all types of ads: text, image, interactive and video ads. Place those ads on websites that are relevant to what you re selling. Show those ads to the people that are likely to be most interested. Manage and track your budget, campaigns and results as you go. Here are the top 4 banner sizes for generating clicks: x 250 pixels. This is known as the medium rectangle size x 280 pixels. This is known as the large rectangle size x 90 pixels. This ad size is known as the leaderboard x 600 pixels. This banner ad size is known as the the wide skyscraper. When preparing banners remember to add: a logo, a "call to action button" and a link to your website.

12 Marketing is the most common activity of Internet users, with over 90% of all Internet users claiming to be ers. If you are not integrating an effective marketing campaign into your marketing plan, then you can almost be sure that you are missing out WHAT USERS DO ON THE INTERNET on a ton of opportunities for new and repeat business. s from your customers with a sign up form telling them to subscribe to your newsletter. There are 7 marketing campaign ideas that you can send to your existing clients or new clients: Letter announcing a new service or significant changes to an existing service Newsletter highlighting useful tips and company news, events, promotions Republication of an industry related magazine, trade journal or newspaper article Case study of a successful client solution you provided Reprint of an article you contributed to an industry magazine or PERCENT OF INTERNET USERS publication Checklist of helpful tips for your industry / service Announcement of newly acquired clients

13 Marketing You can use several services for sending your s like After each marketing campaign you send out, whether it s once a week or once a month, you should ALWAYS be tracking and analyzing the success of your campaigns. Here are some key metrics to look at when analyzing your campaign s success: Open Rate - This is the rate at which people open your . Obviously, the higher the rate the better. Typically, anything above 30% is pretty good. The subject line you use is usually the biggest factor in determining how many people will open your message. Click Through Rate This is the rate at which recipients click on your ads, calls to action, links or promos. Percent Delivered This is the percentage of your messages that were successfully delivered. If yours is below 95% then you may want to look into another provider or contact your current provider to figure out what the problem is.

14 Social Media for your business Social Media marketing can help your business with a number of goals, such as: Website traffic Conversions Brand awareness Creating a brand identity and positive brand association Communication and interaction with key audiences Important! We allow you to share our posts from official Fibaro Global Fun page on your wall without any changes but you are absolutely not allowed to use Fibaro as a name of your own Fun page. Use a smart home, home automation or the name of your company, but never use Fibaro as a Fun page name. There are several types of Social Media that you can use to grow your business: Facebook s casual, friendly environment requires an active social media marketing strategy that begins with creating a Facebook Business Fan Page. But be careful with posting industry-related articles, images, videos, etc. keep your tone light and friendly, because Facebook is a place where people go to relax. Google+ is the new Facebook competitor, and it promotes the same fun, casual atmosphere. On Google+ you can upload and share photos, videos, links, and view all your +1s. Also take advantage of Google+ circles.

15 Social Media for your business Pinterest is the latest in social media marketing trends. Pinterest s image-centered platform is ideal for retail, Pinterest allows small businesses to showcase their own product offerings while also developing their own brand s personality with some unique pinboards. Twitter is the social media marketing tool that lets you broadcast your updates across the web. Follow tweeters in your industry or related fields, and you should gain a steady stream of followers in return. Mix up your official-related tweets about specials, discounts, and news updates with some fun and quirky tweets interspersed. LinkedIn is one of the more professional social media marketing sites. LinkedIn Groups are a great venue for entering into a professional dialog with people in similar industries and provides a place to share content with like-minded individuals. YouTube is the number one place for creating video content, with can be an incredibly powerful social media marketing tool. You can use our video content, but you are prohibited from changing them. Never use Fibaro in your channel name.

16 Analyze your campaigns with Google Analytics Google Analytics is one excellent tool for monitoring the progress and the performance of your website. Benefits of using Google Analytics: It's completely free You can analyse source of traffic. Google can show you how users can drive to your website. GA shows you which keywords are being found in search engines. Information about visitors and thier behaviors.

17 Google Maps Remember to locate your company on Google Maps for: When customer searches for FIBARO in google.com, it will display map with location of your store Google navigation can easily guide clients from anywhere to your store It has a positive effect on positioning and number of webpage visitors

18 Presence on forums & Word of Mouth Marketing We recommend constant presence on forums or joining discussions below that have relevant articles in official form. We recommend you publish posts as Distributor / Installer of FIBARO System". You can give professional advice, describe interesting projects or inform them of complicated installations. Only this form is acceptable from computers used at work (IP).

19 Presence on forums & Word of Mouth Marketing Tips: Do not copy posts to multiple topics/forums/discussion, Do not post comments as a satisfied customer and sign yourself as "FIBARO Team" or log in with an official (...@fibaro.com)! If you find somewhere a discussion where e.g. competitors or a very dissatisfied customer speaks badly about FIBARO (such situations can happen and you need to respond quickly) please inform us at alert@fibargroup.com

20 Marketing Trade fairs Participation in trade fairs (both international and local) brings many benefits. When taking part in such events, be sure to submit FIBARO products to fair awards. Inform us on your participation in any tradeshow so we can spread the word. At our FTP you will find a lot of ideas for the stands and boards, which are ideal for system presentation at a fair. ftp://ftp2.fibaro.com/trade shows- interactive panels

21 Participation in Award Programs Participation in award programs organized in your country/region are: confirmation of the innovation / design / high quality of FIBARO products for your customer; very good (often completely free) advertising.

22 Participation in Award Programs STEP ONE: Prepare materials - depending on competition: adequate description, package of photos, form to fill, products, etc. (we will help you in case of any problems) STEP TWO: us with information: what kind of contest it is, when is the deadline for applications, when results will be known and attach previously prepared materials - based on this we will give you a one-time authorization to represent us (as manufacturer of FIBARO system) in this contest. STEP THREE: Join competition (we will keep our fingers crossed). STEP FOUR: If and when you win please send us photos of statues / awards and certificates. We'll be able to put this information on our website and in profiles on social media channels.

23 Promotional gifts and advertising gadgets There are a lot of great advertising gadgets such as: cups pens key chains pendants notebooks briefcases measuring cups USB sticks

24 Catalog and product flyers Different types of promotion booklets are an important part to introducing and familiarizing potential clients to FIBARO. You can give them flyers at the fair or folder after a visit to your showroom. Newest catalog can be found at: ftp://ftp2.fibaro.com/catalogues Newest product flyers can be found at: ftp://ftp2.fibaro.com/product catalogue- flyer

25 Whom to contact? Mariia Chudy Online Markering Specialist

26 Your home, your imagination