1. copy the fucking firmware on an empty SD card
2. stick the card into the camera and
3. press the POWER button while DISP/BACK is already pressed.
PS: you can also use a USB cable to upload the firmware file to the card (if the card is already into the camera and you are lazy to take it out and plug it in your computer).
Fujifilm has released the latest firmware updates the Finepix F550EXR. The firmware improves the power consumption on F550R and it fixes occasional LCD display issues while connecting the cameras to PCs via USB cables on both cameras.