If you check it with the manual, I understand that you cannot send a binary string that way. You have to use, as with most of the commands, a variable. Either byte or word size defined on top.

So put the string in two byte variables or a word sized variable and then send it out with shiftout command. Check also if MSB or LSB is needed by the module.

The 1100000011110111 string is exaclty 16bits.

Ioannis