If you have two spin-1 particles, there are $three$ states where the projection of the total angular momentum is zero:
$$
\begin{align}
\left|2,0\right> &= \frac1{\sqrt6} \left(
\big|1,1\big>\big|1,-1\big>
~~+~~
\big|1,-1\big>\big|1,1\big>
~~+~~
\sqrt4\cdot
\big|1,0\big>\big|1,0\big>
\right)
\\
\left|1,0\right> &= \frac1{\sqrt2} \left(
\big|1,1\big>\big|1,-1\big>
~~-~~
\big|1,-1\big>\big|1,1\big>
\right)
\\
\left|0,0\right> &= \frac1{\sqrt3} \left(
\big|1,1\big>\big|1,-1\big>
~~+~~
\big|1,-1\big>\big|1,1\big>
~~-~~
\big|1,0\big>\big|1,0\big>
\right)
\end{align}
$$
The state $\left|1,0\right>\left|1,0\right>$ enters $\left|2,0\right>$ state with positive sign from applying the lowering operator to $\left|2,1\right>$. (If you haven't done this algebra yourself, do so — it's quite edifying.) Therefore the symmetric zero-spin combination must contain some $\left|1,0\right>\left|1,0\right>$ with a negative sign, for orthogonality.
Alternatively, you can operate on your prospective total-spin-zero state with the angular momentum raising operator for your two spin-1 particles:
$$
\begin{array}{rclr}
L_+ & \left|1,1\right>\left|1,-1\right>
&= & \sqrt2 \left|1,1\right>\left|1,0\right>\\
L_+ & \left|1,0\right>\left|1,0\right>
&= \sqrt2 \left|1,1\right>\left|1,0\right> &{}+{} \sqrt2 \left|1,0\right>\left|1,1\right>\\
L_+ & \left|1,-1\right>\left|1,1\right>
&= \sqrt2\left|1,0\right>\left|1,1\right>\\
\end{array}
$$
This should make it clear that a negative contribution from $\left|0\right>\left|0\right>$, is required to make to construct an $m=0$ state that vanishes when it sees a raising or lowering operator.
If I understand well, the coefficients $B$ are just in fact CG's: to be explicit
$$
\vert j_1m_1; j_2m_2\rangle = \sum_{J(M)} C^{j_1j_2J}_{m_1m_2M} \vert JM\rangle
$$
Note the sum of $M$ is not really a sum as $M$ must satisfy $M=m_1+m_2$.
The best way to see this is to start with
$\vert j_1m_1; j_2m_2\rangle$ and just insert the unit $I=\sum_{JM}\vert JM\rangle\langle JM\vert$. One then has
$$
\vert j_1m_1; j_2m_2\rangle=\sum_{JM}\vert JM\rangle\langle JM\vert j_1m_1;j_2m_2\rangle
$$
with
$$
\langle JM\vert j_1m_1;j_2m_2\rangle = \langle j_1m_1;j_2m_2\vert JM\rangle = C^{j_1j_2J}_{m_1m_2M}
$$
since the CGs are real.
Best Answer
First let's add the first two spins $\mathbf{s}_1+\mathbf{s}_2=\mathbf{s}_{12}$, this can occur in two ways: $s_{12}=0$ and $s_{12}=1$. The general rule of momentum coupling is $$ |s_1s_2:s_{12}m_{12}\rangle_{12}=\sum_{m_1m_2}( s_1m_1s_2m_2|s_{12}m_{12})|s_1m_1\rangle_1|s_2m_2\rangle_2. $$ In the case of two spin-one-half particles it leads to familiar singlet and triplet states: $$ {\textstyle\left|\frac12\frac12:00\right\rangle_{12}}=\frac{|\uparrow\rangle_1|\downarrow\rangle_2-|\downarrow\rangle_1|\uparrow\rangle_2}{\sqrt2}, $$ $$ {\textstyle\left|\frac12\frac12:11\right\rangle_{12}}=|\uparrow\rangle_1|\uparrow\rangle_2,\quad {\textstyle\left|\frac12\frac12:10\right\rangle_{12}}=\frac{|\uparrow\rangle_1|\downarrow\rangle_2+|\downarrow\rangle_1|\uparrow\rangle_2}{\sqrt2},\quad{\textstyle\left|\frac12\frac12:1-1\right\rangle_{12}}=|\downarrow\rangle_1|\downarrow\rangle_2 $$ (in the following we will omit $\frac12\frac12:$ in these state vectors).
Now let's add the third spin $s_3=\frac12$ to $s_{12}=0,1$, the resulting total spin is $s$ and its projection is $m$. It occurs according to the rule $$ |s_1s_2(s_{12})s_3:sm\rangle=\sum_{m_{12}m_3}(s_{12}m_{12}s_3m_3|sm)|s_{12}m_{12}\rangle_{12}|s_3m_3\rangle_3. $$
The possible cases are:
A) $s_{12}=0$, $s=\frac12$, $m=\pm\frac12$: $$ \textstyle\left|\frac12\frac12(0)\frac12:\frac12\frac12\right\rangle=\left|00\right\rangle_{12}\left|\uparrow\right\rangle_3. $$ $$ \textstyle\left|\frac12\frac12(0)\frac12:\frac12-\frac12\right\rangle=\left|00\right\rangle_{12}\left|\downarrow\right\rangle_3. $$
B) $s_{12}=1$, $s=\frac12$, $m=\pm\frac12$: $$ {\textstyle\left|\frac12\frac12(1)\frac12:\frac12\frac12\right\rangle}=\sqrt{\frac23}{\textstyle\left|11\right\rangle_{12}\left|\downarrow\right\rangle_3}-\sqrt{\frac13}{\textstyle\left|10\right\rangle_{12}\left|\uparrow\right\rangle_3}, $$ $$ {\textstyle\left|\frac12\frac12(1)\frac12:\frac12-\frac12\right\rangle}= \sqrt{\frac13}{\textstyle\left|10\right\rangle_{12}\left|\downarrow\right\rangle_3}-\sqrt{\frac23}{\textstyle\left|1-1\right\rangle_{12}\left|\uparrow\right\rangle_3}, $$
C) $s_{12}=1$, $s=\frac32$, $m=\pm\frac12,\pm\frac32$: $$ {\textstyle\left|\frac12\frac12(1)\frac12:\frac32\frac32\right\rangle}= {\textstyle\left|11\right\rangle_{12}\left|\uparrow\right\rangle_3}, $$ $$ {\textstyle\left|\frac12\frac12(1)\frac12:\frac32\frac12\right\rangle}= \sqrt{\frac13}{\textstyle\left|11\right\rangle_{12}\left|\downarrow\right\rangle_3}+\sqrt{\frac23}{\textstyle\left|10\right\rangle_{12}\left|\uparrow\right\rangle_3}, $$ $$ {\textstyle\left|\frac12\frac12(1)\frac12:\frac32-\frac12\right\rangle}= \sqrt{\frac23}{\textstyle\left|10\right\rangle_{12}\left|\downarrow\right\rangle_3}+\sqrt{\frac13}{\textstyle\left|1-1\right\rangle_{12}\left|\uparrow\right\rangle_3}, $$ $$ {\textstyle\left|\frac12\frac12(1)\frac12:\frac32-\frac32\right\rangle}= {\textstyle\left|1-1\right\rangle_{12}\left|\downarrow\right\rangle_3}. $$